Indian fashion brand Libas has entered the jewellery category, expanding its product portfolio beyond apparel. The portfolio includes jewellery sets, mangalsutras, necklaces and chains, bangles and earrings, with the range spanning gold-plated, silver-plated and oxidised jewellery. The collection is positioned around festive and wedding dressing, with anti-tarnish finishes forming part of the product proposition.
The jewellery range will initially be sold through Libas’ digital channels, followed by a planned rollout across its exclusive brand outlets (EBOs). The expansion comes as the brand looks to add categories that sit alongside its core apparel business and cater to occasion-led fashion consumption.
Jewellery is the second category Libas has entered beyond its core apparel offering, following its recent foray into fragrances. The additions broaden the range of products available to its existing consumer base while giving the brand more touchpoints across fashion and occasion-led purchases.
Sidhant Keshwani, Founder & CEO, Libas, said, “Libas has always been built around a deep understanding of the Indian consumer and how fashion is evolving across occasions. Our entry into jewellery is a natural progression of that vision, but more importantly, it reflects our ambition to build Libas as a larger fashion business. As we expand into new categories, our focus will remain on creating strong consumer relevance while building businesses that can scale over the long term.”
The jewellery launch comes as Libas continues to expand its presence across digital and physical retail. The planned EBO rollout will bring the new category into the brand’s existing retail network, extending its availability beyond its online channels.
