Birla Cellulose launches India’s first mechanically recycled cellulosic fibre

Team L&M

In a landmark move that could redefine fashion’s environmental future, Birla Cellulose today announced the launch of Liva Reviva™ M. It is India’s first next-generation circular fibre made with up to 50  per cent mechanically recycled post-consumer textile waste. This breakthrough marks not just a product launch, but a bold declaration: fashion can no longer afford to be linear.

The world is drowning in discarded clothing with 92 million tonnes of textile waste generated annually. Further, this waste is likely to grow by 45 per cent in the next five years as reported by United Nation’s Environment Programme website. At this time, Liva Reviva™ M arrives as a tangible, scalable, and certified solution to one of the industry’s most devastating crises.

“It isn’t just another sustainable fibre, it’s the future of fashion itself. We’re not talking about incremental change. We’re talking about rewiring the very DNA of how fashion is made, worn, and reborn,” says Manmohan Singh, Chief Marketing Officer, Birla Cellulose.

A Circular Disruption with Global Impact

Crafted by blending premium man-made cellulosic fibres with mechanically recycled textile waste, Liva Reviva™ M embodies the principles of true circularity. This fibre is:

• 100% plant-origin and majorly cellulosic content
• Skin-friendly and breathable
• Soft to touch with fluid drape
• Certified by GRS and FSC®

And it’s not just about sustainability on paper. From premium denims to knitted wear, Liva Reviva™ M is already proving its versatility in real-world applications. The fashion industry’s frontrunners are eager to integrate it into their collections.

Closing the Loop, At Scale

While conversations around recycling in fashion have been long overdue, this fabric offers something rare: a commercially viable and technically proven solution. Moreover, it also demonstrates how post-consumer fashion waste once destined for incinerators and landfills can be reborn into high-performance garments, redefining waste as a resource.