Fast fashion brand Libas has introduced a digital-first workwear label, Gerua, aimed at young professionals as part of its strategy to address what it sees as an underserved segment of early career consumers.
The newly repositioned brand is focused on first-time office-goers and professionals aged between 20 and 27, with an emphasis on affordability and accessibility. Libas founder Sidhant Keshwani stated that the company had identified a shift in purchasing behaviour among younger consumers, noting that Gen Z and early millennials shop differently compared to traditional customers. He added that Gerua had been designed specifically to cater to individuals at the start of their careers.
Gerua will operate within the mass-premium segment, with most products priced between Rs. 1,500 (US $16) and Rs. 2,000 (US $21). Keshwani clarified that the brand would not be positioned as premium, but rather as a bridge between mass and mass-premium offerings.
The company confirmed that Gerua will be a digital-only, online-first brand, with no plans to expand into offline retail channels for at least the next two to three years.
According to Libas, the decision to launch Gerua as a standalone sub-brand, rather than integrating it into its existing portfolio, was driven by the need for sharper positioning and a differentiated communication strategy.
The launch forms part of Libas’ broader plan to diversify into new categories and develop a multi-brand portfolio. The company is targeting a revenue run rate of approximately Rs. 50 crore (US $5.31 million) for Gerua by Diwali, equivalent to monthly revenues of around Rs. 3–4 crore (US $318,000 – US $425,000)
Keshwani highlighted the scale of the opportunity in the segment, noting that a significant portion of demand remains concentrated below the Rs. 2,000 (US $21) price point and that much of the market is still unorganised. He indicated that the company aims to grow Gerua into a Rs. 200–250 crore (US $21 million – US $26 million) brand within the next two years, while acknowledging that this would still represent a relatively small share of the overall market.
