Modern Indian wear becomes the first choice of Gen Z, global giants like Zara and H&M are facing tough challenge.

Tezzbuzz Desk- As soon as you enter the headquarters of Libas in Noida, you feel a different atmosphere – where a unique combination of creativity, color of Bollywood and sustainability is seen. The office decor uses leftover fabrics and the cabins are named after Bollywood characters, reflecting its unique brand identity.

Big change in fast fashion

According to the company’s founder and CEO Sidhant Keshwani, during 2020-21 it was realized that while the world is rapidly moving towards fast fashion, Indian wear is lagging behind in this trend. From here Libas changed its strategy and moved beyond traditional clothes and focused on modern and trendy Indian wear.

From small brand to big identity

There was a time when the company’s growth stopped between Rs 150-200 crore. But working on its Unique Identity (USP) Libas introduced modern ethnic and Indo-western designs for the youth. Today this brand has reached the figure of Rs 700 crore and is continuously expanding.

Preparing for global market

Now Libas is rapidly moving towards international markets. The company is especially doing research to understand markets like United Arab Emirates. Experts believe that fusion design and international collaboration will be necessary to establish Indian fashion at the global level.

Special focus on Gen Z

Today’s youth are preferring modern ethnic and Indo-western style. Libas is also working by keeping Gen Z at the center of its design and marketing, due to which its popularity is increasing rapidly.

Strong strategy amidst challenges

Global tensions such as the United States–Iran conflict have affected the supply chain, limiting production by 60-65%. Despite this, the company says that it has strengthened itself by learning from crises like Covid-19.

Expansion both online and offline

About 65-70% of Libas’ business comes from e-commerce platforms. Apart from this, the company has 51 physical stores, which it plans to increase to more than 100 this year.

Challenge to international brands

Now Libas does not see itself limited to just Indian brands, but is directly challenging global giants like Zara and H&M. The company is emphasizing on taking its stores, design and customer experience to the same level.

The journey of Libas shows that with the right strategy, understanding of trends and innovation, even a domestic brand can create a strong identity on the global stage.