Libas: The Rising Star in Modern Indian Fashion

Libas, a D2C fast fashion brand based in Noida, is making waves in the Indian fashion industry by blending creativity with sustainability. With a focus on modern Indian wear, the brand is targeting Gen Z and preparing for global expansion. Despite challenges in the supply chain, Libas is committed to enhancing its online and offline presence, aiming to compete with international giants like Zara and H&M. This article explores the brand's journey, innovative strategies, and future aspirations in the fast-evolving fashion landscape.

By Narendra Chaudhary May 3, 2026, 14:52 IST

A Unique Atmosphere at Libas Headquarters

Upon entering the headquarters of the D2C fast fashion brand Libas in Noida, visitors are greeted by a distinctive ambiance. The space blends creativity with a Bollywood flair, emphasizing sustainability. The office decor features repurposed fabrics, and the cabins are whimsically named after iconic characters like Veeru, Basanti, and Mogambo. Movie posters from classics such as Dilwale Dulhania Le Jayenge, Sholay, and Andaz Apna Apna adorn the walls.

Significant Shift in Fast Fashion

Siddhant Keshwani, the founder and CEO of the company, shares that in 2020-21, he recognized the rapid growth of fast fashion globally, yet noted a lack of it in Indian wear. This realization prompted a strategic pivot towards modern, trendy Indian attire, moving away from traditional clothing.

From Small Brand to Big Recognition

There was a time when Libas's growth plateaued between ₹150-200 crores. The company then focused on establishing a unique identity by creating modern Indian wear aimed at the youth. Now, it is gearing up to take Indian fashion to a global audience.

Eyes on the Global Market

Libas is currently analyzing markets like the UAE and plans to initiate research and development for international expansion soon. Experts believe that to globalize Indian wear, fusion designs and partnerships with international brands are essential.

Designing for Gen Z

Today's youth prefer modern ethnic and Indo-Western clothing. Libas is aligning with this trend and targeting Gen Z in its marketing campaigns.

Impact on Supply Chain, Yet a Strong Strategy

The supply chain has been affected due to the US-Iran conflict, limiting production to 60-65%. Nevertheless, the company asserts that it has fortified itself by learning from various crises, including COVID-19.

Focus on Both Online and Offline Sales

Libas generates 65-70% of its revenue from e-commerce. Additionally, the company operates 51 stores, with plans to expand this number to over 100 within the year.

A Direct Challenge to Zara and H&M

Libas now positions itself not only against Indian brands but also as a competitor to international giants like Zara and H&M. The company is committed to elevating its stores and designs to match global standards.