Ethnicwear brand Libas embarked on its journey in 2014 as an online marketplace for Indian wear, recognising a crucial gap in the fast fashion segment. Evolving swiftly from traditional seasonal cycles, Libas embraced a dynamic approach, introducing frequent trend updates inspired by fusion styles and the evolving versatility of Indian attire. This strategic pivot positioned it as a frontrunner in modernising ethnicwear, transcending its traditional boundaries to appeal to a broader, contemporary audience.
Today, Libas stands committed to pioneering trends and enhancing accessibility, driven by a vision to redefine Indian fashion for the global stage.
In an exclusive conversation with IMAGES Business of Fashion’s Sanya Arora, Sidhant Keshwani, CEO & Founder, Libas talks about his brand’s targets and expansion plans and why he’s enthusiastic about fusion ethnicwear in India. Excerpts from the freewheeling chat…
How did Libas start and what are its vision and mission statements?
Indian wear was transitioning from being perceived as traditional occasion wear to becoming more adaptable for daily wear, office settings, and college campuses. This shift prompted us to modernise Indian wear, envisioning it in a younger, more contemporary light. Our ethos was clear: move away from seasonal limitations and offer a trend-driven approach where each visit to our online store promised something fresh and exciting.
In 2018, we launched our Direct-to-Consumer (D2C) platform, marking a pivotal moment in our journey. D2C quickly emerged as one of our fastest-growing channels. The onset of COVID-19 underscored the importance of offline presence, prompting us to pursue a comprehensive omnichannel strategy. Despite the rapid growth of e-commerce, the majority of retail transactions in India still occur in physical stores. Our goal became clear: to establish Libas as a leading omnichannel fast fashion brand for Indian wear.
Today, we continue to evolve, guided by our commitment to innovation and a deep understanding of consumer dynamics.
Reflecting on your journey, how would you describe the path Libas has taken so far?
The journey has been truly remarkable. We launched Libas during the early days of e-commerce when infrastructure and logistics were still developing. Over the years, we’ve navigated numerous challenges and made significant strides in solving them. The growth has exceeded our expectations, and we’ve successfully identified the right products and connected with our target audience. Our high rate of repeat customers is a testament to the love and trust people have in our brand. Overall, it’s been a fantastic journey for us.
How do you see the Indian ethnicwear market evolving compared to when you started?
We’ve seen tremendous potential in the Indian ethnicwear market over the years. Recently, there has been a noticeable shift among younger consumers who have traditionally favoured the unorganised sector. They are now seeking aspirational brands where price isn’t the sole decision-making factor; they value brand ethos and messaging. This demographic shift has driven growth, with brands like ours effectively engaging through social media, delivering timely trends and compelling value propositions.
Social media has revolutionised the pace of trend adoption. Previously, trends from global fashion events took years to reach local markets; now, platforms like Instagram and Facebook ensure trends spread almost instantly. This shift towards branded apparel, accelerated by social media, underscores the rise of fast fashion in India. Looking ahead, we anticipate this trend-driven growth trajectory to continue shaping the ethnicwear category.
How do you stay abreast of these trends in the market?
We employ various methods to stay informed, including traditional scouting, market visits, and attending fashion shows. However, social media is unequivocally our most valuable resource. Trends propagate swiftly on platforms like Instagram, where we can promptly identify emerging styles and consumer preferences. For instance, a particular dress silhouette can gain traction within days, influencing our strategic decisions for upcoming seasons. Keeping active on social media enables us to remain proactive and responsive to the dynamic trends shaping the industry.
How have ethnicwear trends evolved over the past five years, and what is currently trending in the market?
Currently, fusion wear is gaining significant traction. It has become a fashion statement, particularly in office settings where unique cuts and silhouettes stand out. There’s a growing demand for Indian wear with innovative cuts and modern touches, integrating new styles into traditional clothing. For example, trends like co-ord sets have surged in popularity over the past couple of years.
Looking ahead, we anticipate further growth in fusion wear, with trends focusing on diverse cuts in co-ord sets, jacket-style layering, and other forms of creative layering.
Who is your primary target audience for Libas?
Our primary target audience is typically aged between 18 and 35. We position Libas as a premium brand, although our customer base is broader. However, our marketing campaigns are predominantly geared towards younger audiences. This demographic aligns with our goal of modernising Indian wear and is actively engaged on social media, making them a key focus for our outreach efforts.
How do you build trust in the quality of your products with customers?
We have been in this business for almost ten years now, celebrating our milestone this year. Our high repeat rate speaks volumes about our product quality. We operate our business akin to a restaurant, where quality is paramount in earning customer trust. When someone places an order, they trust us without physically touching the product. It’s our responsibility to ensure every item, whether it’s a Rs 300 kurta or a Rs 25,000 suit, meets our standards. We offer no-questions-asked refunds to enhance the customer experience. This approach has helped us establish trust over the years, allowing us to cater to a wide range of customers, from those purchasing our kurtas to those investing in expensive suits. For us, consistency is key; customers know that a Libas product is worth every rupee.
How many SKUs does Libas currently offer?
As of today, our web store features approximately 4,000 to 5,000 SKUs available at any given time.
Could you provide details about your upcoming or recently launched collection?
We recently launched the Kiara x Libas collection, which combined fusion elements with traditional ethnic touches and received a great response. Looking ahead to the upcoming festive season, we are excited to introduce our fusion wear collections. Our focus will be on velvet pieces for the winter season following Diwali, alongside a significant expansion into winter wear, featuring woolen kurtas, suits, and more.
Which category or product would you identify as your best-selling item?
The best-selling category for us is kurta sets. It’s highly versatile, suitable for various settings from casual wear at home to outings at malls and even office environments. This category transcends occasions, making it a popular choice, contributing to over 60% of our business.
What new emerging categories do you see developing in the Indian ethnicwear market?
In terms of emerging categories, fusion wear is going to be a major focus for us in the coming years. Co-ord sets have also been performing exceptionally well. Interestingly, loungewear saw a surge during the COVID-19 period in 2020-2021, and we’ve noticed a renewed interest in it over the past six months. Fusion sarees are also gaining popularity, especially those styled in a youthful manner with elements like sneakers. These trends, boosted by Bollywood endorsements, are currently on the rise and shaping our product offerings.
What challenges have you faced in the unorganised sector of the ethnicwear market in India?
In the unorganised sector of the ethnicwear market in India, we encounter specific challenges that are quite distinctive. One significant issue is the tendency for others to replicate our designs. While this can be frustrating, as a fast fashion brand, we continually innovate and release new designs quickly, staying ahead of imitators.
Another challenge is pricing undercutting, prevalent in our sector where the majority of the market is still unorganised. Despite this, we’ve observed a positive shift where consumers are increasingly prioritising quality and reliability over lower prices. Building trust is crucial for us; customers are now comfortable making larger purchases online, relying on brands they trust.
For us, maintaining consistent quality is paramount, akin to the restaurant industry where one bad experience can turn a customer away. This commitment to quality and trust is central to our strategy and value proposition.
What is your primary marketing strategy or source for reaching your audience?
Social media is a significant part of our strategy, but we also utilise multiple channels. Last year, we launched our first TV campaign across OTT platforms. Our approach is comprehensive, encompassing a 360-degree marketing strategy across various platforms and channels. However, digital remains at the heart of our marketing efforts as we are a digital-first brand.
Tell us about a standout marketing campaign that brought great results for Libas.
This year, as we expand our presence offline, we’ve partnered with Bollywood actress Kiara Advani for a campaign that spans billboards and other offline mediums. The Kiara Advani campaign was launched in March 2024, and it proved quite successful. The campaign is youthful and heavily focuses on fusion, primarily targeting Gen Z audiences. We deliberately steered away from traditional Indian motifs like gold colours, recognising that younger audiences resonate more with modern interpretations. This approach was crucial for ensuring the longevity and relevance of Indian wear in the future. The campaign resonated well, particularly among the 18-20 age groups, with its contemporary silhouettes. It brought in a significant influx of younger audiences, making it one of our most successful campaigns to date.
LIBAS: Stores & Business Specifications
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What is your omnichannel strategy?
Omnichannel has been a buzzword in the industry, but when we delved into it, we found few were truly integrating online and offline seamlessly. We set out to redefine omnichannel by ensuring consistent communication, product availability, and pricing across all channels. Whether a customer buys online or in-store, the experience should be cohesive. We’ve implemented features like inter-store ordering, where if an item isn’t available in one store, it can be sourced from another or our warehouse, ensuring prompt delivery. Additionally, we’ve made store-exclusive items available online to offer our customers a comprehensive shopping experience. While we’re still refining our approach, our goal is to eliminate friction and provide a seamless omnichannel experience that aligns with our brand ethos.
How does Libas plan to integrate faster delivery into its operations?
We are set to launch faster delivery services imminently, starting initially in metropolitan areas where our warehouses are strategically located. This proximity allows us to ensure swift deliveries within these key urban centers in one day. Moreover, we are gearing up to launch on quick commerce, initially with select exclusive collections, including the anticipated Kiara x Libas line. This initiative will further streamline access to our premium offerings, enhancing convenience and accessibility for our customers.
What are your expansion plans, particularly regarding tier two and beyond cities?
We have a very aggressive plan to open stores, aiming to establish over 100 new locations within the next 1 – 1.5 years. Our strategy will prioritise metros initially, given the majority of our audience resides there. Following this, we are focusing on state capitals and leveraging online data to identify high-demand areas in tier 2 and tier 3 cities. This approach allows us to strategically target locations where our products are most popular and consumer interest is strongest.
What are the top three technologies you’ve implemented in your operations, both online and in-store?
In today’s fast-paced retail landscape, delivering a personalised and seamless shopping experience is paramount, especially for a dynamic brand like ours. As we continually innovate to meet evolving consumer expectations, three key technologies stand out in our operational strategy:
- Personalisation Technology: We prioritise personalisation by harnessing advanced analytics to understand and anticipate customer preferences. By mapping shopping behaviors and interests through heat maps, we curate personalised journeys on our website. This approach not only enhances user engagement but also optimises marketing efforts with tailored campaigns, ensuring relevance and effectiveness.
- Virtual Try-Ons: Embracing innovation in-store, we are rolling out virtual try-ons in flagship locations. This interactive feature enhances the in-store experience by allowing customers to virtually sample our entire catalog, overcoming physical space limitations. It encourages extended visits and deeper engagement with our diverse product offerings, contributing to a more immersive shopping experience.
- Logistics Optimisation: Recognising the critical role of logistics in customer satisfaction, we have invested significantly in optimising our delivery capabilities. Leveraging state-of-the-art logistics solutions, we now achieve nationwide delivery within two days to over 80% of postal codes across India. This commitment to speed and efficiency not only meets but exceeds industry standards, ensuring swift and reliable service for our customers.
What was your turnover for the past financial year, and what are your expectations for the upcoming year?
In the last financial year, we closed at approximately Rs 500 crore, marking a significant milestone for us. Looking ahead, while it’s still early to finalise a number, we’re navigating through challenging market conditions. Despite these challenges, we aim to achieve around Rs 1000 crore in the next 2- 2.5 years.
What do you foresee for the future of ethnicwear in India?
We believe ethnicwear will remain relevant for the next 10-15 years and beyond, driven by continuous innovation and adaptation to evolving trends. Brands like ours are committed to modernising Indian ethnicwear, ensuring it stays on par with global fashion standards. We envision expanding our presence globally, bringing Indian ethnicwear to international markets and further cementing its place in the global fashion landscape.
