In the dynamic legwear market, where innovation meets comfort and sustainability, Birla Cellulose, the force behind Liva viscose, celebrates a remarkable achievement. Looking at the opportunity to convert the cotton leading players, Birla Cellulose has succeeded in conversion of cotton legging leading player Lyra on Liva. This strategic partnership signifies a triumph of quality, comfort, and sustainable fashion in the vibrant city of Kolkata, reflecting the evolving dynamics of the legwear industry.

As the global legwear industry, valued at US $35.2 billion in 2022, surges towards an estimated US $58.5 billion by 2031, Birla Cellulose recognizes the shift towards comfortable clothing, driven by rising disposable incomes and a growing women's population. In the Indian legwear market, the annual growth rate of 5.5% points towards a market size of 415 TPD (Tons Per Day) by 2028.

In the midst of this surge in casual wear, the potential for growth is evident, especially in tier 3 and 4 cities. With active engagement from 75 players in the legwear market, Birla Cellulose sees a pronounced shift towards sustainable and comfortable fabrics, with Lux Lyra, a brand with a production volume of 40 lac legwear pieces per month and an extensive retail network of 5 lac retailers nationwide. The brand is all set to enter a sustainable ecosystem by transitioning to viscose with its premium leggings now featuring Liva viscose.

“Our collaboration with Lux Lyra signifies a leap forward in offering consumers the best in comfort and style. We thank Mr Udit Todi MD & Mr Uday Agarwal (Business Development Head) of LUX Lyra for their candid support & enthusiasm to take this development initiative and make it successful. Lux Lyra, with Liva, is a winning combination, and we are excited about the future possibilities this partnership holds," Mr Jyoti Prakash Mohapatra, a key member of the project team, expressed.

Lux Lyra will unveil its premium leggings, available nationwide, featuring a co-branded Liva tagging. The initial launch will include 5 lac leggings, positioned as a premium offering in the market. With an extensive retail network spanning every nook and cranny, they have 950 distributors and 5 lac retailers nationwide. As a result, Lux Lyra's premium leggings will soon be available at 1000 retail points.

Lux Lyra's success story with Liva, driven by Birla Cellulose, marks a transformative moment in the legwear market. As industry leaders collaborate for a shared vision of excellence, the possibilities for innovation and sustainability become limitless, emphasizing Birla Cellulose's commitment to shaping the future of fashion.

About Birla Cellulose

Birla Cellulose, the pulp and fibre business of the Aditya Birla Group, is a leading sustainability focused Man-Made Cellulosic Fibres (MMCF) producer.

Birla Cellulose operates multiple pulp and fibre manufacturing sites that apply environmentally efficient technologies. Birla Cellulose tops the Hot Button Ranking and has been accorded a ‘dark green shirt’ by the Canopy Planet Society. Its global advanced research centres are equipped with state-of-the-art facilities and pilot plants. Birla Cellulose’s fibres are made from renewable wood and are produced using a closed-loop process with significantly lower carbon emissions and lower resource consumption.

Birla Cellulose’s fibres such as Livaeco viscose, Livaeco Modal, Excel™ (lyocell), and Spunshades™ Eco- Enhanced are manufactured with accredited sustainability benchmarks and deliver superior performance. Liva Reviva is a circular viscose fibre made using cotton waste and provides a solution to recycle fashion industry waste into fresh fibres. Birla Cellulose collaborates actively with its upstream and downstream partners with an aim to create a bigger and broader positive impact on sustainability of its value chain.