Grasim Industries is reportedly planning to spend Rs 150 crore on promotion of its recently-launched viscose staple fibre (VSF) brand Liva next fiscal. The usage of VSF is already catching up among domestic processors with the winter collection made of VSF expected to go up from 20 lakh garments this year to about 50 lakh garments next winter season.
The Aditya Birla group company has enhanced its VSF production capacity in March from 120,000 tonnes per annum to 500,000 tpa with the completion of the last phase of its greenfield project at Vilayat in Gujarat. The company sells about 300,000 tonnes of VSF in the domestic market and the rest is exported.
Grasim Industries is the flagship company of the Aditya Birla Group. Starting as a textiles manufacturer in 1948, today Grasim’s businesses comprise viscose staple fibre (VSF), cement, chemicals and textiles. Its core businesses are VSF and cement, which contribute to over 90 per cent of its revenues and operating profits.