Birla Cellulose Leads the Charge Toward a Circular Fashion Future
Mumbai, October 2025: In a groundbreaking move, Birla Cellulose has launched Liva Reviva™ M, India’s first mechanically recycled cellulosic fibre. It contains up to 50% post-consumer textile waste, marking a major step toward true circular fashion.
This fibre is more than an innovation—it’s a statement. The company aims to redefine how fashion is made, used, and renewed.
A Timely Answer to Textile Waste
Every year, the world produces 92 million tonnes of textile waste, according to the UN Environment Programme. This number could rise by 45% in the next five years. Against this backdrop, Liva Reviva™ M arrives as a practical and scalable solution.
“Liva Reviva™ M isn’t just another sustainable fibre—it’s the future of fashion itself,” said Mr. Manmohan Singh, Chief Marketing Officer at Birla Cellulose. “We’re not making small improvements; we’re changing the very DNA of fashion.”
Designed for Circularity and Performance
Liva Reviva™ M combines premium cellulosic fibres with mechanically recycled textile waste to create a sustainable and versatile material. It offers:
- 100% plant-based composition
- Soft, breathable, and skin-friendly texture
- Excellent drape and fluidity
- GRS and FSC® certifications
Moreover, it performs well across denim, knitwear, and casual apparel, proving that sustainability can coexist with style and performance.
Turning Waste into Worth
For years, recycling in fashion has been discussed but rarely scaled. Liva Reviva™ M changes that. It demonstrates how discarded clothes once destined for landfills or incineration can transform into new, high-quality garments.
This innovation not only closes the loop but also redefines waste as a resource—paving the way for a more circular and resilient textile economy.
Driving India’s Sustainability Leadership
With this launch, Birla Cellulose, part of the Aditya Birla Group, strengthens its global reputation as a leader in sustainable innovation. The company continues to invest in technologies that reduce waste, minimize environmental impact, and promote responsible manufacturing.
Through Liva Reviva™ M, Birla Cellulose proves that circular fashion is achievable today—not tomorrow.