Birla Cellulose helping budding designers with Liva Protege!

Birla Cellulose is a trusted name in Viscose Staple Fibre, balancing the power of nature and science. A premium global conglomerate, present across 6 continents in 36 countries with current revenue of USD 41 billion and over 130 state-of-the-art manufacturing units is all set to discuss the strategy for this year 2017. After successful launch in 2015, Birla Cellulose are has introduce Liva Protégé '16 - showcase a unique platform for the best of budding fashion designers across India to their creativity and make an indelible mark on the fashion circuit in India.  A spokesperson from Birla Cellulose spokes with indianretailer.com on same concept:

Kindly shed light on what Protégé concept is all about?  kindly highlight their association of Birla Cellulose with this concept?

LIVAProtégé aims to tap the great Indian talent pool and ascertain that promising fashion designers in India get their rightful place and thereby, help India to keep shining across the global fashion markets.It is a unique platform for the best of budding fashion designers across India to showcase their creativity and make an indelible mark on the fashion circuit in India.Birla Cellulose aims to tap into the great Indian talent pool and ensure that promising fashion designers in India get their rightful place under the sun, and help India keep shining across the global fashion landscape.

What is your take on Indian fashion market and how Liva Protégé is relevant to fashion designers as well as brands? Would this be an annual activity?

The Indian fashion industry has grown over the years with rising western influence, and changing preferences of the consumers. Today India is the second largest exporter of textiles and clothing in the world. Thanks to the rise of internet and smartphone usage, more women are now well informed about trends, and have become smart consumers who know what they want and when it comes to fashion. Indian women are more confident, bold, powerful and unique and these traits show in their dressing. People nowadays dress as per comfort and LIVA is comfort friendly fabric, it falls and drapes well and has a natural sheen which automatically gives it a chic appearance. Both Fashion designers as well as brands want to see happy customers hence it’s beneficial for both. Yes this activity is an annual activity and with every year things keep getting exceptional, innovative and interesting on the fashion front. LIVA is a soft, fluid fabric which falls and drapes well. Here's how this fabric is a cut above the rest.

Who are the niche designers to participate in this activity?

Mr.Narendra Kumar Ahmed is one of India’s finest designers was a part of jury on the F=Grand Finale. Designers who mentored the participants and are part of LIVA Protégé this year are some of the biggest names in the fashion industry like Nachiket Barve, Shivan and Narresh, Anuj Sharma, Sounak Sen Barat and Dev R Nil.

What are the latest consumption trends in the fashion category?

Fashion is one of the world’s most dynamic industries. But more and more customers are looking beyond price and are comparing products on several other aspects. Sustainable and ethical practices are playing a larger role in their purchasing decisions too.The demands nowadays are not just good clothes but also clothes that are ethical and sustainable.And brands are responding. Most brands are getting in to environmental friendly fabric, which is exactly what LIVA stands for, it is made from cellulose and has great breathability, absorption and provides comfort. It’s not just great on the skin and it is good for the environment too.

What are the major challenges for fashion designers as well as brands when it comes to choosing right fabric?

Major challenges in sourcing would include MOQs, good quality and at the best competitive price.

Birla Cellulose is the established name in textile segment, how you are looking to extend the brand further?

It’s not a niche name... It’s one of the world’s largest name in VSF, It’s global and catering to almost all the global brands of the world

What would be the further extension of Protégé?

We shall extend the footprint to smaller towns and would increase the reach from 80 to 100 colleges... Also we shall introduce some newer categories instead of focusing only on western wear