What AV Group does

AV Group NB Inc. is a Canadian specialty cellulose manufacturer operating two dissolving pulp mills in Atholville and Nackawic, New Brunswick, founded in 1997 as a wholly-owned subsidiary of India's Aditya Birla Group. The company produces dissolving grade pulp — a high-purity specialty cellulose — exclusively as feedstock for viscose staple fibre manufacturing used in fashion apparel and home textiles. Its mills process hardwood fibre sourced from over 1.6 million acres of company-owned land and Crown forest under two Crown licenses, with operations certified to FSC, SFI, PEFC, ISO 14001, and ISO 45001 standards.

The business model is a B2B industrial supplier operating as an embedded OEM within the Aditya Birla Group's vertically integrated cellulose-to-garment value chain. 100% of AV Group's pulp output is exported to the parent's Indian viscose manufacturing operations, where it is converted into staple fibre under the Birla Cellulose brand portfolio — including Birla Viscose, Birla Modal, Birla Excel, Birla Spunshades, Antimicrobial fibres, Livaeco, and LIVA REVIVA — serving fashion apparel, home textile, and non-woven end markets through global brand partnerships. The company employs 1,200+ people directly, primarily in rural New Brunswick, and operates as a co-located, capital-intensive specialty chemical operation with research ties to the Northern Hardwood Research Institute and conservation partnerships including Ducks Unlimited Canada.

Name

AV Group

Legal name

AV Group NB Inc.

Website

https://av-group.ca

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

501–1,000 employees

Short description

AV Group NB Inc. is a Canadian specialty cellulose manufacturer producing dissolving grade pulp at two New Brunswick mills, operating as the embedded upstream feedstock supplier for its parent Aditya Birla Group's global Birla Cellulose viscose fibre operations.

Ownership category

akta.pro rank

Product category

Specialty Cellulose Pulp Manufacturing

NAICS

Pulp Mills (32211)

SIC

Pulp Mills (2611)

akta.pro primary industry

Dissolving Pulp (Rayon/Cellulose Derivatives Grade) (IMAMADAC)

akta.pro secondary industries

Integrated Pulp Mills (Pulp for Captive Paper/Board Production) (IMAMADAG), Pulpwood & Fiber Logging (AFAMABAB)

Keywords

• Dissolving pulp production
• Specialty cellulose manufacturing
• Viscose staple fibre materials
• Woodland fibre supply
• Sustainable forest products

Headquarters

HQ city

Nackawic

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D

Revenue model

1. Dissolving Grade Pulp Sales: AV Group NB operates two dissolving pulp mills that produce specialty cellulose exclusively for viscose staple fibre manufacturing. The pulp is exported in 100% form to India for processing into viscose fibres used in fashion apparel and home textiles. As part of the Aditya Birla Group, the company's products feed into the world's largest viscose staple fibre production operation.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

AV Group NB Inc. operates two dissolving pulp mills in Atholville and Nackawic, New Brunswick, producing dissolving grade pulp (specialty cellulose) exclusively for viscose staple fibre manufacturing. The pulp is exported to India for processing into Birla Cellulose fibres (Birla Viscose, Birla Modal, Birla Excel, Birla Spunshades, Livaeco, LIVA REVIVA, Antimicrobial fibres) used in apparel and home textile applications. The company also manages over 1.6 million acres of sustainably certified forests and offers private woodlot management services.

Product overview

AV Group NB operates as a pulp manufacturing company consisting of two dissolving pulp mills (Atholville and Nackawic) and a Woodlands operation managing 1.6 million acres of company-owned and Crown land. The company's core product is dissolving grade pulp (specialty cellulose), which is exported to India for processing into viscose staple fibres. The fibre products are sold under the Birla Cellulose umbrella brand, including Birla Viscose, Birla Modal, Birla Excel, Birla Spunshades, Antimicrobial Fibres, Livaeco, and LIVA REVIVA. These fibres serve the apparel and home textile industries for products including clothing, bed linens, and non-woven textiles. The company also offers private woodlot services for wood procurement.

Differentiator

Problem solved

Functional benefit

Brands

• Birla Cellulose: Global fibre brand of Aditya Birla Group; includes Birla Viscose, Birla Modal, Birla Excel, Birla Spunshades, Birla Antimicrobial, Livaeco, and LIVA REVIVA fibres for apparel and home textiles.
• LIVA Fluid Fashion

Products and services

• Dissolving Grade Pulp (Specialty Cellulose) High-content dissolving grade pulp produced exclusively at AV Group NB's Atholville and Nackawic mills for viscose staple fibre manufacturing, designed specifically for apparel and home textile applications. Exported in 100% form to India for further processing.
• Birla Viscose Viscose staple fibre combining the comfort and luxury of natural fibre with engineered precision, made from sustainable wood pulp. Adheres to the highest safety and purity standards in the world.
• Birla Modal Second-generation viscose fibre known for ultimate softness, fluidity, enduring strength, brilliant lustre, and excellent drape. Derived from 100% renewable natural resource and fully biodegradable.
• Birla Excel Eco-friendly fibre made through unique closed-loop process where byproducts are completely reused, minimizing discharge and reducing environmental impact. Resilient wash-and-wear fabric with lustre, drape, and softness.
• Birla Spunshades Dope-dyed fibre using innovative Colour Lock Technology where pigments are embedded into the fibre itself. Fabrics maintain vibrant colours even after multiple washes. Offers 74 ongoing colours across key shades.
• Antimicrobial Fibres by Birla Cellulose Speciality fibre with inherent antimicrobial properties that inhibits growth of microbes (bacteria and viruses) on apparel and home textiles, killing them up to 99%.
• Livaeco Nature-based eco-enhanced fibre sourced from FSC certified sustainable forests. Pro-Planet certified with traceable garment journey, saves water, increases forest cover, and reduces CO2 emissions.
• LIVA REVIVA Next-generation fibre backed by commitment to transparency, traceability, and technology. Made using 20% alternate feedstock and rest wood pulp with emphasis on responsible manufacturing.
• Private Woodlot Services Comprehensive woodlot management services for private woodlot owners including full management plans by professional foresters, forest stand assessments, harvesting options, silviculture options assessment, boundary line maintenance, road building and maintenance, and trucking. The company also actively purchases stumpage, roadside and delivered roundwood from private landowners.

Quantifiable outcome

• Over 1,200 people employed directly, with supply chain employing 1,200 people from New Brunswick
• +2 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Ducks Unlimited CanadacoreStrategic or Co-development PartnerAV Group NB partners with Ducks Unlimited Canada to help protect wetlands throughout New Brunswick. The partnership encompasses 7 DUC wetland projects and 3,500 acres of protected land, with responsibility for over 52,000 acres of wetlands and 550 water controls and dykes. These areas provide critical habitat for millions of migrating waterfowl. The company also hosts wetland projects and works to protect a network of water controls and dykes.
• Northern Hardwood Research Institute Inc. (NHRI)coreStrategic or Co-development PartnerAV Group NB is a founding member and supporter of the Northern Hardwoods Research Institute Inc., an innovative partnership between the private forest sector, Federal and Provincial governments founded in 2012. The institute conducts applied research in northern hardwoods to provide the forest sector with knowledge required to ensure growth and sustainability. AV Group applies knowledge from NHRI science to forest management plans, ensuring best available science in decision-making.
• Local Companies and Organizations (New Brunswick)minorStrategic or Co-development PartnerAV Group NB partners and deals with a diverse group of local companies, organizations and individuals to add value, capacity and expertise to operations. The company actively purchases wood from private landowners through various woodlot management options.
• Private Woodlot OwnersminorChannel Partner/ Reseller/ DistributorAV Group offers services to help private woodlot owners market their wood. The company actively purchases stumpage, roadside and delivered roundwood from private landowners. Services include full management plans by professional foresters, forest stand assessments, harvesting options, silviculture options assessment, boundary line maintenance, road building & maintenance, and trucking.
• Restigouche County Voluntary Action Association (RCVAA)minorGTM or Marketing PartnerAV Group NB Atholville makes a significant contribution to the RCVAA during the annual Christmas Telethon, supporting community initiatives.
• The Friends of Health Care FoundationminorGTM or Marketing PartnerAV Group NB Atholville contributes to The Friends of Health Care Foundation to support the Doctor's Walk - an annual walk through Campbellton to raise awareness for the health care facility and improvement efforts.
• Department of Energy and Resource Development (New Brunswick)coreStrategic or Co-development PartnerAV Group NB leads by example in managing two Crown land licenses in New Brunswick, working with the Department of Energy and Resource Development to meet management plan objectives including social, environmental, biological, water quality, and wildlife habitat goals.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lenzing AG: Lenzing is an Austrian specialty fibre producer that operates its own dissolving pulp mills (including in Canada) and produces Tencel/Modal/Lyocell fibres. It is the most direct specialty cellulose competitor to AV Group, competing for the same apparel and home textile brand customers.
• Rayonier Advanced Materials: Rayonier AM is a US-listed specialty cellulose producer with dissolving pulp operations in the US Southeast serving viscose, acetate, and ether markets. It is a direct competitor in high-purity dissolving pulp grades used by textile fibre manufacturers.
• Bracell: Bracell is a major Brazilian dissolving pulp producer (part of Royal Golden Eagle) supplying viscose manufacturers globally. It is a direct competitor in the commodity-to-specialty dissolving pulp space serving the same viscose supply chain.
• Asia Pacific Rayon (APR): APR operates one of the largest integrated viscose staple fibre plants in Indonesia and sources dissolving pulp from third-party mills. It competes with Birla Cellulose (AV Group's downstream parent) in viscose and represents an alternative captive buyer model for dissolving pulp suppliers.
• Sateri: Sateri is one of the world's largest producers of dissolving pulp and viscose staple fibre, operating mills in China and Indonesia. It directly competes with AV Group / Birla Cellulose in the specialty cellulose supply chain for viscose manufacturing.
• Suzano S.A. Suzano is the world's largest hardwood pulp producer and has expanded into dissolving pulp (Eucaligold). It competes with AV Group for both commodity and dissolving pulp volume destined for viscose and textile applications.

Emerging players

• Ilim Group: Ilim Group is a major Russian pulp and paper producer with dissolving pulp capacity serving viscose manufacturers in Asia and Europe. It is a regional competitor in specialty cellulose with partial overlap to AV Group's customer base.
• Eastman Chemical Company: Eastman operates a specialty cellulose division (acquired from Solutia) producing dissolving pulp for acetate tow and other industrial uses. While its primary end-markets differ from AV Group's viscose focus, it competes for high-purity dissolving pulp customers and shares the specialty cellulose technology base.
• Mercer International: Mercer International operates pulp mills in Germany and Canada producing both commodity and dissolving pulp grades. It is an emerging competitor in dissolving pulp with overlapping Canadian operations, though focused more on commodity grades than specialty cellulose.

Regional players

• Paper Excellence (Domtar): Paper Excellence owns Domtar and operates pulp and paper assets across North America including Canada. While primarily focused on commodity pulp and paper, its Canadian footprint and forest tenure holdings make it an adjacent regional peer with shared New Brunswick / Canadian fibre supply context.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights6 records

Customer concentration

• Xx.com/AVGroupNB
• Facebookfacebook.com/AVGroupNB
• LinkedInlinkedin.com/company/av-group-nb

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AV Group