Maintaining a balance between traditional appeal and modern consumer expectations can define a brand’s growth trajectory in the fast-evolving fashion industry. Libas, an Indian fashion brand is balancing this delicate act, leveraging innovation and technology to lead in the Indian wear space. In the latest edition of Pitch BrandTalk, Sidhant Keshwani, Founder & CEO, Libas takes us through the brand’s journey from a digital-first brand to a truly omnichannel one, where technology and personalisation are at the core.
Indian Wear for the New-Age Consumer
Keshwani’s enthusiasm for fashion innovation is clear from the get-go. When asked how Libas is balancing traditional and contemporary trends, he explains the brand's evolved identity and says, "As a brand, we've stopped calling ourselves truly an ethnic wear brand. We feel we're an Indian wear brand. And being a fast fashion brand, the main moral responsibility for a brand like ours is to kind of innovate and bring newer trends."
According to him, the ethos of Libas is rooted in modernisation. With more than 150 new styles launching every week, the brand aims to be a trendsetter and not just keep up with them. "We wanted people to look at Indian wear from a very different light, from a very new-age kind of a light”, he explains.
Seamless Omnichannel Growth
Libas’s move towards an omnichannel model is part of a larger strategy to meet customers where they are, whether online or offline. Keshwani highlights how this approach strengthens brand engagement across touchpoints, “Our goal is to create a seamless shopping experience where customers can explore and purchase online, whether it comes to walking into a store to exchange or try on products, or buying online and exchanging offline - it is a frictionless experience. It’s about making their journey smoother”, he adds. With Libas’s roots firmly planted in e-commerce, the brand’s foray into physical retail is still fresh. He further shares, “The offline business currently contributes to around 15-16% of sales. The target is to open 200-plus stores over the next two years with the expectation is that offline should contribute to somewhere around 50% of our business."
In building this omnichannel experience, Libas has invested in technology to ensure a synchronised inventory across platforms, allowing customers to browse online with the same confidence as they would in-store. “We are constantly improving this process, using data analytics to predict demand and deliver a frictionless shopping experience both online and offline,” he adds. The brand’s omnichannel strategy is designed to enhance customer convenience and strengthen its market presence by leveraging both digital and brick-and-mortar formats.
Tailoring Marketing Strategies For Every Consumer
For fashion brands today, a powerful brand ambassador is a must-have, and Libas has found its match in Bollywood actress Kiara Advani. "When we got Kiara on board, the core focus was to make Indian wear look more trending, more young, more in time to what today’s audiences want," he explains. As per Keshwani, she fits the brand's ethos and aesthetic perfectly and her connection with the audience, especially the younger demographic, aligns well with Libas's vision. Additionally, her popularity and fashion sense help elevate the brand's visibility and appeal, making it more relatable to contemporary consumers.
While the brand is pumped with new styles and marketing campaigns to make the most of the festive season this year, Keshwani notes that in today’s market, no brand can adopt a one-size-fits-all strategy. Acknowledging that understanding customer preferences through data insights has been pivotal in Libas’s journey, he adds “We’ve invested in AI tools to track consumer behaviour, preferences, and buying patterns, which help us curate collections that resonate with different segments of our audience.” This allows Libas to tailor its collections to different regional markets and anticipate trends, and then personalisation extends beyond products to the customer experience itself. “From tailored recommendations on the website to localised store layouts and personalised promotions, we ensure that every touchpoint with the customer feels unique,” Keshwani notes.
Further emphasising the importance of regional customization in campaigns, he adds, “India is not a one-size-fits-all market. We use regional influencers and craft campaigns that speak directly to the specific tastes and preferences of customers across different states. This allows us to connect deeply with local audiences while maintaining a consistent brand message.”
Growth Plans Ahead
In FY24, Libas clocked in INR 500 Cr+ in revenue. Keshwani attributes this success to a combination of embracing digital tools, expanding product categories, and strategically opening new stores across key markets. “We’ve seen exceptional growth, and for this fiscal year, we are eyeing a 30-40% growth as we continue to build on our strengths. Our goal is to expand our presence through more physical stores, deeper digital penetration, and introducing new collections that cater to evolving customer preferences. We’re planning to diversify into new product lines, explore international markets, and leverage technology to drive operational efficiency,” he shares.
As Keshwani puts it, 'At Libas, we're making Indian wear cool again,' and it looks like Libas is on track to achieve that goal soon.
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