The world of fashion is transforming from mere aesthetics to aesthetically functional. With the rise of yoga enthusiasts, fitness-conscious millennials, and a growing trend towards comfort-driven fashion, Man-Made Cellulosic (MMC) knits have emerged as the new companions in the Indian athleisure clothing segment.

Activewear and athleisure clothing are no longer confined to the gym or track. Instead, they have become a fashion staple. Once reserved for athletes and sports enthusiasts, they have now transcended boundaries, becoming a part of the regular attire for people from all walks of life, be it professionals or homemakers.

The Indian market has embraced this trend with remarkable fervor. In a country renowned for its fashion sense, the Active Wear and Athleisure clothing market has soared to a value of USD 6.6 billion, growing at an impressive 18-20% rate. This sector, particularly Yoga Wear and Sportswear, has spearheaded this transformation.

The shifting lifestyle preferences of India's youth have fueled this change for comfortable clothing. This has increased the demand for fashionable yet comfortable fitness apparel, prompting global activewear brands to bridge the gap between functionality and style.

Enter Birla Cellulose, the torchbearer of this revolutionary change. Their insight and commitment to excellence have led them to combine Man-Made Cellulosic Fibres (MMCF) with synthetic fibres to create fabrics that exude comfort, performance, and sustainability. These MMC fibres, especially Modal and Micro Modal, deliver unparalleled comfort and natural properties. They enhance color vibrancy, fastness, and breathability.

Sourav Modak, Marketing & Business Development Lead, Athleisure Category at Birla Cellulose, shares, "Our focus on this emerging segment has brought athleisure clothing to the forefront of casual wear, suitable for diverse social settings and even workplaces, creating a plethora of opportunities for global expansion."

The fiber basket from Birla Cellulose, LIVA, and its extended family offers many benefits, including:

• Sustainability credentials and circularity
• Enhanced comfort and natural skin feel
• Superior moisture management
• Optimal temperature regulation
• Exceptional strength and tenacity
• Vibrant colors and enhanced color fastness
• Versatility in fabric qualities

The marketing and branding team at Birla Cellulose is wholeheartedly dedicated to fostering the growth of the MMCF industry on a global scale. Their collaboration in India's thriving Athleisure segment involves partnering with fabricators to create fabrics that align with evolving consumer preferences:

• Joint development
• Co-branding and support
• Innovative designs.

Moreover, Birla Cellulose has established the LIVA Accredited Partner Forum (LAPF), an exclusive community of top-tier spinners, weavers, knitters, and processors who share a commitment to quality and innovation. This collective's united efforts focus on achieving global standards, ultimately positioning India as a hub for textile excellence.

Associating with LIVA or LAPF proves to be a symbiotic venture for Birla Cellulose and global brands. This collaboration enhances penetration, outreach, and sourcing capabilities, enriching the fashion industry's fabric.

As sustainability gains popularity, Birla Cellulose's sustainable athleisure wear MMC fibres align seamlessly with eco-conscious consumer preferences. These fibres are derived from wood pulp, providing an eco-friendly alternative to traditional synthetic fibres like polyester. MMC fibres are biodegradable with superior sheen, softness, and comfort. This focus on sustainability aligns with global trends and strengthens the athleisure clothing industry's commitment to circularity and sustainable clothing.