• Libas was founded by Sidhant Keshwani and his family after noticing that women in India struggled to find ethnic outfits that were stylish, comfortable, and affordable at the same time
• Instead of focusing only on heavy festive wear, the company started creating ethnic outfits women could wear regularly for office, college, small functions, dinners, and everyday occasions
• What began as a small family-run clothing business slowly became one of India’s fastest-growing ethnic fashion brands by understanding how modern Indian women actually wanted to dress
Before Libas became a well-known fashion brand online, the Keshwani family was already connected to the textile and garment business for years. Fabrics, stitching, designs, and clothing trends were already a part of their daily life. But while working in the industry, Sidhant Keshwani started noticing something interesting. Most women’s ethnic wear in India is divided into two extremes. Either the clothes were heavily traditional outfits made mainly for weddings and festivals, or they were very basic daily-wear kurtas without much style or modern appeal.
There was very little in between.
At the same time, fashion preferences among women were changing quickly. Young women still loved ethnic wear, but they wanted outfits that looked lighter, more stylish, and easier to wear regularly. They wanted clothes suitable for office, college, dinners, small family gatherings, festive celebrations, and everyday outings without feeling overdressed. That gap slowly gave the family an idea. Instead of treating ethnic wear only as “occasion wear,” why not make it part of everyday fashion?
That thought became the beginning of Libas.
In the early years, Libas did not begin as a massive fashion company with expensive stores or celebrity campaigns. The business started gradually. The family focused on designing ethnic outfits that balanced comfort, affordability, and modern styling. The goal was simple: to create clothes women could actually imagine wearing in real life regularly. At first, the company mainly sold products through online marketplaces instead of opening physical stores everywhere. And honestly, that decision changed everything.
Because online shopping in India was growing very fast during that time.
Women from different cities could suddenly browse hundreds of outfit options without visiting crowded markets or local shops. That gave smaller fashion brands a chance to reach customers across India much faster than before. Libas entered the market at exactly the right moment. Slowly, more women started noticing the designs online.
And then the brand started growing through something extremely powerful, word of mouth.
One reason Libas connected with consumers so quickly was that the outfits looked fashionable without feeling too heavy or difficult to style. The brand kept the essence of Indian ethnic wear kurtas, ethnic sets, dupattas, prints, and embroidery, but presented everything in a much more wearable way. That difference mattered a lot. Many women loved traditional fashion but did not always want outfits that felt uncomfortable, overly embroidered, or suitable only for weddings.
Libas made ethnic fashion feel lighter and more practical.
Women could wear the outfits to office meetings, family lunches, festive dinners, college functions, casual outings, and small celebrations without feeling overdressed. And that balance helped the brand stand out. The clothes felt traditional enough to stay connected to Indian fashion while still looking modern enough for younger consumers.
Social media also played a huge role in Libas’ growth. Fashion content online was changing rapidly. Instagram, Pinterest, and influencers had started making ethnic fashion look trendy again. Young women were styling kurtas with sneakers, pairing ethnic sets with minimal jewellery, and mixing traditional outfits into everyday fashion much more naturally. Libas matched that shift perfectly. The outfits looked stylish online while still feeling practical in daily life. And unlike many designer brands, the pricing felt much more affordable for normal consumers.
That balance made the products emotionally easier to connect with.
Because most people are not shopping for luxury designer outfits every month. They want clothes that look good, feel comfortable, and fit realistically into their budget. Libas understood that really well.
And slowly, the brand started becoming especially popular among college students, working professionals, and women looking for affordable ethnic wear that still looked fashionable.
Unlike many fashion startups that grow through massive advertising campaigns immediately, Libas expanded more gradually. The brand first became strong online. Products started appearing across shopping apps, fashion websites, Instagram pages, and festive styling content. Then, over time, more consumers started recognizing the name naturally.
One customer recommended it to another. Someone wore it during festivals. Someone posted outfit pictures online. And slowly, Libas became one of those brands people already knew while shopping for ethnic wear. What helped even more was consistency.
The company stayed focused on the same idea: stylish ethnic wear that felt practical, wearable, and affordable. Instead of constantly changing direction, Libas continued improving the same space it already understood well.
And honestly, that helped build trust.
Today, Libas has grown into one of India’s biggest online ethnic fashion brands, with revenues crossing hundreds of crores and customers across the country. But the real reason behind its growth is actually very simple. The company noticed that modern Indian women still loved ethnic wear; they just wanted a version of it that fit more naturally into everyday life. Libas built itself around that understanding.
Just stylish, comfortable ethnic fashion that people could genuinely wear regularly. And sometimes, understanding what people quietly want before everyone else notices it is enough to build something huge.
Quick Share
