Libas targets India’s booming fragrance sector with its first fragrance line

INDIA – Indian fast‑fashion brand Libas has officially entered the fragrance market with the launch of its first two perfumes, Chase and Fling, marking a strategic move beyond apparel into the broader lifestyle and personal‑care space. 

The fragrances are positioned as part of the brand’s omnichannel ecosystem and will be available across Libas’ physical and online retail touchpoints, including large‑format stores (LFS), exclusive branded outlets (EBOs), major e‑commerce marketplaces, and the company’s direct‑to‑consumer website.

Libas is adopting a balanced‑channel strategy for the new fragrance segment: large‑format stores are expected to drive scale and visibility, while exclusive outlets will focus on immersive in‑store fragrance trials to enhance customer experience.

Founder and CEO Sidhant Keshwani stated, “We strongly believe in the power of offline trials in the fragrance category.”

“Physical interaction builds confidence, which later fuels online repeat purchases.”

E‑commerce platforms will complement this by enabling digital discovery and encouraging repeat purchases, especially among younger, digitally savvy consumers.

The company has also implemented a “One Brand, One Price” policy, ensuring price parity across all channels to maintain consumer trust and brand consistency.

In the initial phase, Libas expects fragrances to contribute roughly 1–1.5% of its overall turnover, a relatively modest share but indicative of a long‑term build‑out rather than a short‑term push. 

Over the next few years, the label aims to grow its non‑apparel portfolio to account for 15–20% of total revenue, with fragrances slated to play a central role in this diversification. 

Libas’ entry coincides with broader momentum in India’s fragrance market, driven by premiumisation, rising grooming awareness, and increasing demand in tier‑2 and tier‑3 cities. 

India’s fragrance market generated USD 2.32 billion in 2018 and is projected to reach USD 3.35 billion by 2025, growing at a CAGR of 5.4%; deodorants remain the largest segment, while perfumes are the fastest-growing category, according to a report by Grand View Horizon.

The brand plans to support growth by expanding its fragrance assortment, creating dedicated in‑store fragrance zones, and providing focused training for retail staff to guide consumers on scent selection and layering. 

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