Mumbai: In the realm of fashion, ethnicity unfolds as a vibrant tapestry, encapsulating the cultural legacy and enduring elegance of the contemporary Indian woman. This fusion of tradition and style tells tales through fabric and design. Libas, an ethnic fashion brand, takes the spotlight in this sartorial narrative. With a vision to explore the uncharted territory of ethnic clothing, Libas effortlessly weaves together the latest trends, quality craftsmanship, and affordability. It stands as a comprehensive wardrobe solution, catering to every facet and occasion in the life of the modern Indian woman.
Indiantelevision.com spoke to Libas founder & CEO Sidhant Keshwani on Libas carving its niche in the ethnic fashion market, observing greater traction and growth, and much more…
Sidhant Keshwani took the reins of his family-owned brand, Libas as CEO back in 2013 and started the company with a turnover of 4 crores. He always wanted to enter the e-commerce industry, hence, he introduced his family-owned business to the online space and Libas started retailing through its website, www.libas.in. Sidhant’s vision and leadership enabled a massive growth of 100 per cent y-o-y, thereby resulting in a revenue of 600 crores in eight years. At Libas, he spearheads design, marketing, product, and communication. He is also responsible for setting up sales and distribution, sourcing, and manufacturing processes.
Edited Excerpts:
On Libas carving its niche in the ethnic fashion market and its differentiating aspect from other brands in this space
We have carved a niche in the ethnic fashion market through a unique blend of modern sophistication and traditional heritage. What sets us apart is our commitment to quality, affordability, and innovation. We offer a wide range of premium and distinctive ethnic wear for special occasions, while simultaneously providing a mass-market product line of comfortable, everyday wear for regular and office use. Our ability to cater to diverse customer needs and preferences, consistent focus on high-quality craftsmanship, and strategic approach to an omnichannel presence have contributed to our distinction in the competitive ethnic fashion landscape.
On the TG that Libas caters to now versus when it was launched
Libas has always catered to a diverse clientele, offering contemporary styles for youth and timeless designs for older generations. While we still serve this audience, our product range has expanded, attracting customers of all age groups. Our commitment to modern Indian women of all ages remains steadfast. In response to evolving fashion trends, we’ve also embraced Gen Z by introducing trendy items like coords, jumpsuits, and dresses. This strategic shift has broadened our market reach and adapted to evolving consumer preferences.
On strategies that Libas has implemented to meet the expected surge in demand for ethnic apparel
With the festive season on the horizon, we have proactively prepared to cater to the anticipated surge in demand for ethnic apparel. We have meticulously curated a diverse range of collections, blending modern sophistication with traditional heritage to cater to the varied preferences of our customers.
Recognising the pivotal role of online platforms, we have strengthened our digital and physical presence through our website and a network of offline stores. We’ve also established collaborations with e-commerce giants like Flipkart.com and Myntra.com to reach a wider audience. Furthermore, strategic marketing efforts, digital engagement, and an unwavering commitment to enhancing the customer experience, including personalised assistance, are all integral parts of our approach to meet and exceed customer expectations during the festive season.
On Libas striking a balance between preserving traditional ethnic fashion elements and incorporating modern design trends in their clothing lines especially considering the diverse preferences of your customer base
We strike a delicate balance between preserving traditional ethnic fashion elements and infusing modern design trends into its clothing lines by offering a diverse range of collections that cater to the evolving preferences of its customer base. We meticulously combine the richness of Indian culture and heritage with contemporary style, resulting in ensembles that appeal to a wide spectrum of customers. It’s not just about creating fashionable clothing but also about ensuring that these garments are versatile, comfortable, and of high quality. This approach allows us to seamlessly blend the best of traditional and modern elements, providing customers with the opportunity to embrace their cultural roots while staying in tune with the latest fashion trends. Our commitment to quality craftsmanship and dedication to understanding and meeting diverse customer needs serve as the foundation for this successful balancing act.
On the growth front for Libas, is there greater traction in e-commerce platforms or retail outlets in today’s market
In today’s market, we anticipate significant traction and growth across both e-commerce platforms and retail outlets. During the COVID-19 pandemic, e-commerce saw a significant boost as consumers turned to online shopping for convenience and safety. Post-COVID, the retail sector has rebounded, and now, both e-commerce and retail are performing well. We recognise the increasing importance of online platforms, offering the convenience of shopping from anywhere, while we also value the significance of physical retail spaces, which provide a tactile and immersive shopping experience.
We are keen on expanding both our online and offline presence to effectively capture market opportunities and meet the diverse preferences of our customer base. However, going forward for this festive season, we are reinforcing our efforts to increase visibility on our e-commerce platforms to tap into newer consumer regions.
On Libas balancing its commitment to quality fabric and design with affordability and this contributing to its market share and customer loyalty
We maintain our commitment to quality fabric and design while ensuring affordability through strategic sourcing, efficient operations, and an ultra-fast fashion approach. By optimising the supply chain and production processes, we deliver high-quality materials and craftsmanship at competitive prices with a swift turnaround. This approach has been instrumental in building customer loyalty, as evidenced by an impressive 35-40 per cent customer repeat rate. Customers appreciate our value proposition, which allows them to access well-crafted, stylish ethnic wear without breaking the bank or experiencing long waiting times. It has not only fostered trust and loyalty among existing customers but has also attracted new ones, contributing to our market growth and reputation as a brand that offers both quality and affordability in the ethnic fashion segment.
On Libas’s recent entry into the global market, the challenges and opportunities encountered, and your future plans for international expansion
We’ve strategically established our presence as a global fashion brand, including the recent launch of our worldwide website, with a specific focus on the US, UK, and UAE markets. Our international expansion is facilitated by effective online marketing strategies, allowing us to access a more extensive global marketplace. This approach aligns with our expansion strategy, emphasising a strong presence in online marketplaces. While we encountered some initial challenges related to textiles and logistics, we successfully addressed them prior to our expansion, resulting in smooth operations to date. Additionally, we are eager to collaborate with international influencers, mirroring our successful partnerships in India, to further establish our global presence.
On Libas’ approach to environmental and social responsibility in its production and sourcing processes, in a world increasingly conscious of sustainability and ethical fashion practices
We are deeply committed to environmental and social responsibility in our production and sourcing processes. We emphasise sustainable practices by sourcing materials that are eco-friendly and safe for the environment. We also have a strong focus on ethical labor practices, ensuring that workers are treated fairly and paid adequately. We aim to be a responsible and conscientious brand, not only providing customers with quality products but also ensuring that our fashion choices have a positive impact on the environment and society.
On the categories that Libas is planning to enter, and their alignment with the brand’s existing offerings
We are diversifying our product lines by venturing into the categories of pre-draped sarees, coords, dresses, jumpsuits and loungewear. This expansion aligns with our ethos of blending modern sophistication with traditional heritage, offering customers a complete fashion experience. Incorporating these products into our offerings expands our range of choices, complementing our existing clothing collections and providing a more comprehensive selection for our patrons. This strategic move aims to cater to a broader range of customer needs and preferences while maintaining our commitment to quality, style, and affordability.
On the vision and mission for the next three years
In the next three years, we envision bringing a fresh perspective to Indian ethnic products, drawing inspiration from handcrafting traditions and Indian culture, while infusing modern trends to ensure quality and comfort for every occasion. We aspire to become an ultra-fast fashion label by utilising real-time retail and AI-driven trend forecasting. This approach enables us to produce smaller batches of clothing ahead of time. If these styles gain popularity, production can be swiftly escalated, with the next batch rolled out within just 30 days, ensuring that our customers have access to the latest fashion trends promptly and in line with their preferences.
