Birla Cellulose Partners & Supports 1,500 Handloom Weavers
Birla Cellulose has collaborated with over 1,500 weavers across India to support the handloom weaver community and increase productivity in the sector.
The Aditya Birla Group company ensures timely and consistent delivery of quality yarn at stable prices, thereby boosting the capabilities of weavers, while also introducing them to sustainable, eco-friendly, cost-effective, and durable materials.
“These innovative solutions empower weavers to produce high-quality products at better prices while preserving the art of handloom,” Birla Cellulose said in a press release.
Along with its regional partners, Birla Cellulose has created awareness about a natural, sustainable, and durable alternative by introducing fibres such as Viscose, Modal, and Excel under the Liva brand.
Birla Cellulose has already supplied 50 tons of yarn to weavers in the past year and this initiative helps revive the industry, supports its expansion and align with sector with the vision of ‘Make in India’,” the cellulose fibre maker added.
“Our steps aim to inspire new artists and provide them with stable-priced raw materials, which are helping create demand consistency,” Priyanka Priyadarshini, AVP of Business Development at Birla Cellulose also said.
To create a seamless supply chain of Liva handloom products for consumers, Birla Cellulose has undertaken rural outreach programs, awareness campaigns, technical seminars, and offline and online marketing activities.
They have extended their support beyond production, assisting with post-production requirements such as tagging, market connections, road shows, and door-to-door promotions.
The company has successfully concluded hub meets in Assam, Mizoram, Manipur, Meghalaya, Orissa, West Bengal, and Uttar Pradesh.
Birla Cellulose is actively working towards increasing business in the handloom sector, generating economic, cultural, and social opportunities for weavers while adding cultural value for consumers.
The introduction of the saree brand ‘Navyasa’ by Liva has further rejuvenated intricate weaves and traditional fabrics, preserving the magic of centuries-old culture from every corner of India.
According to Birla Cellulose, they continue to explore innovative ways to support the weaver community, preserve India’s cultural heritage, and contribute to sustainable and eco-friendly fashion.
