Libas, an ultrafast fashion brand last year had launched ‘Saj Dhaj Ke – Season 2’. This is the sequel to its iconic wedding campaign. Building on what was done last year, the campaign celebrates the joy, style, and cultural richness of India’s wedding season through curated festive collections and immersive experiences across stores and digital channels.
All flagship stores pan India were transformed into festive spaces, inspired by marigolds, the quintessential symbol of auspicious beginnings in Indian weddings. From haldi and mehendi to cocktail and wedding day celebrations, Libas offers curated wardrobes for every occasion, designed to make every moment special and stylish.
The campaign is supported by a digital-first strategy, with social media activations, influencer collaborations, and creator-led content that bring the Saj Dhaj Ke spirit online. Through immersive storytelling, Libas aims to engage Gen Z and millennial audiences while reinforcing its leadership in wedding fashion.
Medianews4u.com caught up with Nisha Khatri Head of Marketing Libas
Q. Libas started as a D2C brand. Then it became an omnichannel one and built itself on tech. What were the key learnings along the way?
The transition from a D2C model to a robust omnichannel presence in 2025 was a defining journey, enriching us with clarity and conviction on our cultural impact. A primary learning was that physical retail must evolve into experience centers, moving beyond transactional selling to host style-laying events and curated drops.
Simultaneously, we strengthened our digital ecosystem through sharper category tech and diverse customer segmentation, leading to improved full-funnel efficiency, stronger repeat rates, and better margins. The core takeaway was embracing conversation-led marketing and shaping Libas as a platform for women, fostering an emotionally connected customer base, a crucial component for successful omnichannel performance. This blend of creativity, tech, and community set apart our learning curve.
Q. Was product market fit a big challenge in the first couple of years? That is what you call the zero to one journey
Our ‘zero to one’ journey was defined by a critical need to achieve brand clarity and establish our niche. Early on, the challenge was to rethink how women discover, engage with, and ultimately trust us as a fashion brand. We focussed on quickly establishing Libas as an ultra-fast fashion brand speaking to the modern woman, yet rooted in Indian fashion.
This required pushing and strengthening diverse categories like workwear, co-ord sets, fusion wear, and plus size, ensuring we catered to broader needs. Achieving this internal alignment on our identity, from campaigns to content songs, became our biggest strategic asset, providing a uniform language across all touchpoints and affirming our successful product-market fit.
Q. According to predictive analytics where is the whitespace for growth in 2026? Which are the key segments and regional markets that will be targeted?
Predictive analytics point to significant whitespace in owning the everyday Indian wardrobe in 2026. Our strategic roadmap is anchored in scaling our existing categories like workwear, fusion wear, travel-friendly styles, and casual outfits, with a focus on product innovation and fabric intelligence.
Geographically, a major thrust is towards amplifying regional penetration and Bharat Trust. This means deepening our presence in Tier Two and Tier Four markets through strategic retail expansion in high-potential clusters, accompanied by a stronger regional creator ecosystem and vernacular storytelling. Our long-term vision is to establish Libas as an Indian brand with a global appeal, recognised for its modern Indian aesthetics.
Q. Could you talk about innovations that were done in 2025 from the product to marketing with initiatives like ‘Saj Dhaj Ke’?
In 2025, Libas drove breakthrough innovations across products and marketing, emphasizing community, data discipline, and a women-first narrative. On the product side, we deepened category strength in workwear and fusion wear, solidifying our position as an ultra-fast fashion brand with modern silhouettes and fabric intelligence.
Marketing pivoted to conversation-led storytelling through emotionally resonant campaigns like ‘Roshni’ and festive activations including ‘Saj Dhaj Ke’ (Season 2 for weddings), ‘Purple Day Sale’ (with exclusive perks), ‘Seasons of Joy’, and in-store ‘Libas Circle’ events featuring styling workshops, cultural celebrations, and community immersion. These turned retail spaces into vibrant brand worlds, blending creative instincts with data-driven execution for sustained profitability.
Q. Many brands are splurging and doing various kinds of marketing activations including roping in influencers during the on-going wedding season. What activations is the company doing?
Libas is driving an impactful wedding season campaign, “Saj Dhaj Ke – Season 2,” combining curated festive collections with engaging experiences online and offline. We leverage cross-brand partnerships and a broad network of influencers to amplify our reach on social media. Alongside influencer marketing, we organize dynamic on-ground events.
These events foster a sense of community by celebrating fashion, music, and culture within our stores. Our integrated approach balances digital influence with immersive, in-store experiences, ensuring a memorable festive shopping journey for customers.
This multi-channel strategy not only boosts brand visibility but also builds emotional connections, making Libas a top choice for wedding wear this season. It highlights our commitment to offering more than just products creating celebrations and inspiration that resonate deeply with our audience during this critical seasonal period.
Q. Besides the festive season, is the wedding season growing in importance for the company?
Yes, the wedding season is growing in importance for Libas, complementing our strong festive performance. Historically vital, weddings consistently deliver positive momentum, with robust consumer demand fueling engagement across our collections. This season stands out as a year-round celebration, extending beyond bridal wear to vibrant options for all attendees, like our celebratory kurta sets.
Campaigns like “Saj Dhaj Ke” capture this spirit through omnichannel storytelling that resonates with Gen Z and millennials. These activations build on enduring success, reinforcing weddings as a heartfelt pillar of our growth strategy
Q. What can one expect in 2026 in terms of marketing campaigns and innovations?
In 2026, the marketing focus will shift from brand identity sharpening to scaling cultural relevance and discipline. We will heavily invest in amplifying regional penetration through vernacular storytelling and localised campaigns, aiming to be a brand that speaks all the languages of India.
Product innovations will be driven by AI and fabric intelligence to ensure our workwear and everyday styles are comfortable and performance-friendly, aligning with international standards. We will take our successful IPs, like Libas Circle to the next notch. A major innovation will be utilising AI-driven personalisation for loyalty and retention activities, strengthening our customer lifetime value through curated recommendations and community programs.
Q. Will the goal of marketing in 2026 be to enable consumers to look at Indian wear from a different perspective?
The overarching goal of marketing in 2026 is to fundamentally enable consumers to view Indian wear from a modern, everyday perspective. We are committed to establishing Libas as the brand that owns the everyday Indian wardrobe, ensuring our designs from workwear to casual outfits are friendly, comfortable, and technically at par with international fashion brands.
Our visual language in stores and content, which is modern and bright, reinforces this. Ultimately, the vision is to build Libas into the first Indian brand with a true global appeal, demonstrating that Indian fashion can be worn and celebrated universally, transcending traditional, occasion-only usage.
Q. Could you shed light on the company’s influencer marketing strategy?
Libas’s influencer marketing strategy underwent a highly successful pivot in 2025. We shifted focus from traditional, high-budget celebrity campaigns to building a robust regional and micro creator ecosystem.
This decision was data-backed and driven by the desire for more meaningful engagement and organic discovery. Working with micro and regional creators proved to be a high-impact engine, transforming how consumers trust and relate to the brand locally.
This strategy ensures our content and brand visuals accurately reflect the diverse geographies of India as we expand our retail footprint, aligning our marketing efforts with the company’s objective of achieving deeper pan-India penetration.
Q. What role is AI playing in helping the company create a seamless shopping experience both online and offline?
AI is now omnipresent – our challenge isn’t whether to use it, but how well we can integrate it across all touchpoints: online, offline, QuickCommerce, and even in-store.
At Libas, we leverage customer data to craft personalised experiences on our website, customising messaging around pricing preferences and regional festivals. In India, though, AR and VR haven’t yet gained widespread traction in offline retail.
Many customers aren’t yet comfortable with such technology, and without proper education, these tools risk seeming more daunting than beneficial.
Q. The aim is that the on-ground retail store expansion plans should result in half the revenue coming from there. How much R&D has gone into creating the right ambience?
A substantial amount of R&D has gone into crafting the right ambiance to support our goal of generating half of our revenue from on-ground retail stores by 2027.
This effort focusses on creating an experience-first transformation, turning stores into “mini brand worlds” rather than just transactional spaces. The ambiance now features a bright, modern, and visually appealing design that sets us apart from traditional Indian wear stores.
Crucially, this R&D also includes the design and execution of unique, consistent in-store activities like Libas Circle, where customers immerse themselves in a cultural celebration of fashion, music, and community, alongside guided styling sessions. These initiatives help build community, enhance customer engagement, and reinforce our commitment to fostering brand love at physical touchpoints.
Q. How does the company approach hyper personalisation through areas like personalised promotions, recommendations?
Libas drives hyper-personalisation via hyperlocal moment marketing, tailoring promotions and recommendations to regional festivals like Garba in Ahmedabad or Durga Puja in Kolkata.
They use AI for predictive styling and data-led campaigns prioritising lifetime value and retention. Influencer partnerships with micro-creators ensure authentic, targetted content, blending with omnichannel experiences for Gen Z/millennial relevance.
Q. Abroad which are the markets being explored?
Libas is currently pursuing an aggressive domestic growth strategy, with deep penetration into Tier Two and Tier Three markets as a key focus for 2026. At the same time, we have a clear long-term global vision.
We want Libas to be the first Indian brand with true worldwide appeal—not only resonating with the diaspora but also appealing to international customers by matching global standards in product quality, design aesthetics, and modern identity, making Indian wear a preferred choice for fashion lovers everywhere.
We are already present online in several countries, with major revenue coming from the US, and additional presence in Canada, the UK, Australia, and Singapore.
Looking ahead, we have plans to expand our offline footprint across these and other international markets, reinforcing our commitment to building a genuine global brand. Our ongoing investments in fabric innovation and contemporary silhouettes lay the groundwork for this exciting global journey.
