[pageLogInLogOut]

#Yarn & Fiber

Birla Cellulose launches Liva with added protection of Antimicrobialfibres, making care fashionable

Mumbai: Liva, the fashion ingredient brand from Birla Cellulose, part of Grasim Industries Ltd, flagship company of US $48.3-billion Aditya Birla Group, has launched Antimicrobial fibres, a breakthrough innovation that not only kills viruses and bacteria, but also inhibits their growth, keeping the fabric fresh and hygienic in the long run.

The latest innovation - Liva with added protection of Antimicrobial fibres by Birla Cellulose - is a leap forward in fashion by successfully injecting antimicrobial agent into Viscose Staple Fibre which when woven or knitted into a fabric offers protection to the wearer from bacteria and viruses, lasting over multiple washes while retaining comfort,  fluidity  and  softness  of  the  fabric.  Be  it  introducing  fluid  fashion  or  offering sustainable solutions through Livaeco, Liva has always been a fashion forward brand. Today,  when  the  world  is  embracing  a  change  known  as  “the new  normal”, understanding   consumer   needs, –Liva’s   specialfabric   inherently   possesses Antimicrobial properties which kills 99% of bacteria and viruses and also inhibits their growth on apparels and home-textiles, thereby making it safe for you.

Introduced in a first ever virtual launch through a webcast, Mr. Rajeev Gopal, Group Executive  President  and Global  Chief  Sales  and  Marketing  Officer, Pulp  and Fibre Business, Aditya Birla Group said, “Antimicrobialproducts are currently the need of the hour and will continue to be the point of focus in the near future. Liva with added protection of Antimicrobial fibresby Birla Cellulose, isnot just antimicrobial but also long lasting, while it keeps the fashion quotient high.  At Liva, our aim is to make Apparels and Home-Textiles safe without compromising on performance and fashion." 

Benefits

Developed using in-house technology by Birla Cellulose’s Research & Development team, antimicrobial agents are injected during the fibre manufacturing stage, making it an integral part of the fibre and providing durable antimicrobial properties.Thescience behind the technology involves the active agent being strongly bonded with the substrate, resulting in excellent durability to wash & wear. 

The interactions between cellmembrane of the microbe and the active agent causes the interruption of all essential functions of the cell membrane and, consequently, the cell membrane gets ruptured and destroys the microbe. These agents inherently bond with fibres, resulting excellent durability to wash & wear and help retain antimicrobial effectiveness through multiple washes. This effectiveness is tested under stringent ISO standards and authenticated by International labs. Moreover, due to its nature–based origin, the fabric is skin-friendly. Killing of microbes inhibits odor development,keeps the fabric fresh andincreases hygiene.

Liva with added protection of Antimicrobialfibresby Birla Cellulose, can be used in   producing   Menswear,   Womenswear,   Kidswear,   Athleisure,   Intimate   wear, Accessories and in Home-Textile applications.

Traceability & Transparency for the Value Chain

Liva with added protection of Antimicrobial fibres by Birla Cellulosehas a unique tracer in its fibre which helps in source verification at all stages of the Textile Value Chain  and  removes  any  possibility  of  counterfeit  or dilution.  Blockchain Technology based  tool -Green  Track™  is  used  to  trace  upward  and  downward  value  chain,  to maintain authenticity of data.

For more information:

http://www.birlacellulose.com

http://www.livafluidfashion.com

More News from TEXDATA International

#ITM 2026

ITM 2026: The new geography of textile production

New production hubs are emerging across North Africa and Central Asia, while Türkiye is accelerating its transformation toward higher-value, technology-driven and more sustainable textile manufacturing.

#Research & Development

“Production is a product”

From technical textiles and AI-driven robotics to the limitations of textile circularity: Professor Dr Thomas Gries looks back on more than two decades of development at ITA Aachen. In the interview, he explains why production technology remains a decisive success factor, discusses international collaborations and innovation ecosystems, and shares his views on the transformation of production landscapes and the challenges facing an increasingly regulated industry.

#Knitting & Hosiery

“We need to move away from the price trap and return to a value-driven mindset.”

With its new Textile Innovation Center, KARL MAYER is sending a strong signal for innovation, collaboration, and the future of textile applications. In this interview, Karl Josef Mayer discusses new opportunities in warp knitting, the processing of staple fibres, recycling, the changing role of machinery manufacturers, and why the textile industry must once again focus more strongly on the value of textiles. by Oliver Schmidt

#Associations

“Innovation, resilience and international experience remain the great strengths of the Swiss textile machinery industry”

Geopolitical uncertainty, growing competitive pressure from China, new free trade agreements and the shift towards a circular economy are currently reshaping the global textile industry. In this interview, Cornelia Buchwalder discusses the current mood within the Swiss textile machinery sector, the industry’s distinctive innovative strength, new market opportunities in India and Asia, and the technological trends that could shape the upcoming trade fair cycle leading up to ITMA 2027.

More News on Yarn & Fiber

#Sustainability

The first widely accessible Life Cycle Assessment study for cashmere production published by Textile Exchange.

Crucial new data to better understand, measure, and address the impacts of cashmere production has been made available to the fashion, textile, and apparel industry through a new Life Cycle Assessment (LCA) published by Textile Exchange.

#Yarn & Fiber

R-Evenge chooses Q-NOVA® yarn by Fulgar for its line of technical socks dedicated to wellness

Q-NOVA®, Fulgar’s sustainable polyamide 6.6 yarn, has been selected by R-Evenge for the development of its collection of technical socks dedicated to wellness, fitness, and water-based activities.

#Yarns

Yarn Expo Shenzhen 2026 closes doors, advancing sustainable and innovative sourcing in South China

Yarn Expo Shenzhen 2026 served as a strategically positioned mid-year sourcing platform for the Greater Bay Area, highlighting Shenzhen’s role in connecting regional demand, supply and innovation exchange across the textile value chain. During the three-day fair, over 20,000 visits were drawn from 74 countries and regions[1], as exhibitors and buyers engaged with new developments in greener, performance-led, and value-added yarn and fibre solutions. Held in conjunction with Intertextile Shenzhen Apparel Fabrics and PH Value, the fair underscored the benefits of closer synergy and new materials across yarn, fabric and apparel platforms for the South China market.

#Yarns

Yarns and technologies in symbiosis: Biella Yarn presents Fall/Winter 2027/2028 collection “New Romance_”

Biella Yarn, the flat knitting brand of Suedwolle Group, launches new Fall/Winter 2027/2028 collection, inspired by the symbiosis of yarns and technologies – elements that blend, adapt and evolve together, forming something new without losing their origin. The name “Neu Romance_” reflects the emotional and neurological dimension of the yarns: a connection that engages the senses, experienced through material, touch and interaction. The collection is further brought to life through design collaborations, featuring selected yarns used in different design approaches.

Latest News

#Spinning

Rieter sees Barmag integration on track as orders and sales rise

The first half of 2026 was shaped by the successful completion of the largest acquisition in Rieter’s history. The Man-Made Fiber Division enables entry into the growth segment of man-made fibers and sustainably strengthens Rieter’s market position in the Asia region. The expanded Group is now the world’s leading system supplier for the processing of natural and man-made fibers. In the first half of the year, initial cost savings in material costs and operating expenses have already been realized. The targeted synergies are expected to amount to at least CHF 20 million by the end of the 2028 financial year. Due to the completion of the acquisition on February 2, 2026, the first half of the year for the Man-Made Fiber Division only amounts to five months.

#Knitting & Hosiery

Groz-Beckert at Igatex 2026

From October 15 to 18, 2026, Groz-Beckert will present its latest innovations and solutions across the product areas of Knitting, Weaving, Sewing and Spinning at Igatex in Pakistan (Hall 1, Booth A-1-08).

#Natural Fibers

Better Cotton Initiative multistakeholder event in US unpacks regenerative agriculture potential

The Better Cotton Initiative (BCI), in collaboration with Texas-based partner, Quarterway Cotton Growers, will expand upon its annual US field event to relay the vast potential of regenerative agriculture through an immersive experience of tours and demonstrations.

#Sustainability

bluesign appoints Hanane Taidi as CEO to lead next phase of global impact

bluesign, which partners with the textile industry to reduce adverse impact across the value chain, appoints Hanane Taidi as Chief Executive Officer, marking a pivotal moment as the company builds on its leadership amid rapid industry change.

TOP