Birla Cellulose has announced the launch of Liva Reviva™ M, India’s first next-generation circular fibre made with up to 50% mechanically recycled post-consumer textile waste.
The launch comes amid growing concern over global textile waste, with the United Nations Environment Programme estimating that 92 million tonnes of discarded clothing are generated each year—a figure expected to increase by 45% within the next five years.
According to the company, Liva Reviva™ M has been developed by blending premium man-made cellulosic fibres with mechanically recycled textile waste. The fibre is plant-based, predominantly cellulosic in composition, and is designed to be skin-friendly, soft, and breathable. It is also certified by the Global Recycled Standard (GRS) and the Forest Stewardship Council (FSC®).
Manmohan Singh, Chief Marketing Officer at Birla Cellulose, said the new fibre represented a shift in how fashion materials could be produced and reused, highlighting the company’s focus on circularity in textile manufacturing.
The fibre has been tested across various product categories, including denim and knitwear, and has reportedly been adopted by several fashion manufacturers exploring more sustainable material alternatives.
Birla Cellulose stated that Liva Reviva™ M demonstrates the potential for transforming post-consumer textile waste—traditionally destined for landfills or incineration—into usable raw material for high-performance garments.
Part of the Aditya Birla Group, Birla Cellulose is among the world’s leading producers of cellulosic fibres and has been developing circular and low-impact fibre technologies aimed at reducing the environmental footprint of the textile sector.
