Birla Cellulose Showcases Livaeco at Jaipur Times Fashion Week

Birla Cellulose, part of the Aditya Birla Group, made a remarkable impact at Jaipur Times Fashion Week with an exclusive showcase highlighting its latest collection crafted using Livaeco—the eco-enhanced variant of its fabric. The collection, created in collaboration with esteemed partner brands like Indoera, Juniper, and Holly Hock, epitomizes sustainable fashion by blending style, comfort, and environmental consciousness.

Livaeco’s latest collection showcased a seamless fusion of tradition and modernity. The ensembles offered high fashion without compromising on environmental impact. The brand’s commitment to sustainability was evident in the responsibly sourced fibers used in the collection, which contributed to reduced water consumption and a smaller carbon footprint—making each garment an eco-friendly choice for the modern consumer.

Speaking about her association with Livaeco, Tejasswi Prakash said, “Fashion is an expression of who we are, and it is inspiring to see brands like Birla Cellulose making sustainability an integral part of style. The collection beautifully merges elegance with a responsible approach, and I am thrilled to walk the ramp in an ensemble that speaks of eco-conscious fashion choices.”

Birla Cellulose’s collaboration with Indoera, Juniper, and Holly Hock brought together diverse design aesthetics under a shared vision of sustainability. From flowing silhouettes to intricate handcrafted details, the collection highlighted how fashion can embody both luxury and environmental responsibility.

Mr. Manmohan Singh, Group Executive President and Chief Marketing Officer of Birla Cellulose, commented on the showcase, saying, “At Birla Cellulose, sustainability is not just a commitment—it’s an ongoing journey. While Liva itself is an inherently sustainable fabric, Livaeco takes it a step further with responsibly sourced raw materials from certified forests, minimal water consumption, and low greenhouse gas emissions. Its unique traceability solution ensures complete source credibility, empowering consumers to make informed, eco-friendly fashion choices. In Jaipur Times Fashion Week, we proudly present the Livaeco-based collection in collaboration with our three esteemed partners—Juniper, Indoera, and Holly Hock—who have crafted an exquisite range that seamlessly blends sustainability with high fashion, perfect for the modern woman who values both style and a greener future.”

As Livaeco by Birla Cellulose took center stage at Jaipur Times Fashion Week, it reinforced the brand’s commitment to a greener tomorrow—one stylish step at a time.