Libas has expanded into the workwear segment with the launch of Gerua, an AI-powered brand aimed at India’s emerging professional workforce. The introduction is supported by a campaign featuring Anya Singh as the face of the brand, marking a strategic move to combine data-led product development with marketing-led storytelling.
Gerua has been developed using AI-powered insights that inform trend forecasting, product design and assortment planning. This approach enables the brand to anticipate consumer preferences and deliver contemporary workwear tailored to young professionals. The launch aligns with Libas’ positioning in the ultra-fast fashion category, extending its portfolio into a growing segment driven by evolving workplace dressing norms.
The brand debuts as an online-first offering, with a catalogue of over 100 SKUs including button-down shirts, kurta sets and structured suits. The pricing strategy remains accessible, with kurtas starting at INR 499, kurta sets from INR 999 and the entire range priced under INR 2,500. Gerua is primarily targeted at working women across industries, particularly those at the early stages of their careers, reflecting a focus on affordability and functionality.
The launch campaign is anchored by a series of brand films titled ‘Outfit Sahi Toh Sab Sahi’, featuring Singh. The films depict everyday workplace scenarios, including office interactions and spontaneous situations, to highlight how clothing choices can influence confidence and presence. The narrative uses relatable storytelling to position the brand within daily professional life, linking product utility with emotional resonance.
Sidhant Keshwani said, “Gerua represents a strategic expansion for Libas as we move into the fast-growing workwear category. The brand combines our understanding of the Indian consumer with AI-powered insights that help us anticipate trends rather than react to them. Our goal is to create workwear that is aspirational yet accessible for the next generation of professionals.”
The campaign integrates digital-first distribution with content-driven engagement, leveraging short films to build brand identity and recall. The use of a celebrity face aims to enhance relatability and appeal among younger audiences, while reinforcing the brand’s positioning around confidence and ease in professional settings.
Nisha Khatri said, “As more young professionals enter the workforce, workwear expectations are evolving quickly. Gerua is our response to this shift, combining data-driven insights with contemporary design. With ‘Outfit Sahi Toh Sab Sahi’, we wanted to reflect everyday workplace moments where the right outfit can subtly influence confidence. Anya felt like the perfect fit for the campaign because her personality and presence resonate strongly with the new generation of professionals.”
Singh added, “It was genuinely exciting bringing this campaign to life and being associated with Gerua. The brand feels incredibly fresh and perfectly in sync with the energy of young professionals today. The collection is designed to make everyday dressing effortless, while still helping you look confident, polished and put together.”
Gerua is currently available on Libas’ official website, mobile app and across ecommerce platforms. The launch underscores the growing role of AI in fashion retail, not only in product development but also in shaping marketing narratives and campaign strategies.
