Libas enters workwear segment with brand Gerua, signs Anya Singh for campaign

Libas has expanded into the workwear category with the launch of Gerua, a new AI-powered brand designed for the modern working woman. The launch is backed by a campaign featuring actor Anya Singh.

Positioned as an online-first label, Gerua debuts with a catalogue of over 100 styles, including button-down shirts, kurta sets, and structured suits. The range is priced to remain accessible, with kurtas starting at ₹499, kurta sets from ₹999, and all products priced below ₹2,500.

The brand is aimed at India’s emerging workforce, particularly young professionals beginning their careers, offering clothing that balances comfort, versatility, and contemporary workplace aesthetics.

Gerua is built on AI-powered insights that inform trend forecasting and product design, enabling faster, data-led decision-making and a more responsive approach to evolving consumer preferences.

The launch campaign, titled “Outfit Sahi Toh Sab Sahi,” unfolds through a series of films showcasing everyday workplace scenarios—from office camaraderie to unspoken moments between colleagues—highlighting how the right outfit can influence confidence and presence.

Commenting on the launch, Sidhant Keshwani, Founder and CEO at Libas, said the move marks a strategic expansion into a fast-growing category, combining consumer insight with AI-driven capabilities to create aspirational yet accessible workwear.

Nisha Khatri, Head of Marketing at Libas, added that Gerua reflects the changing expectations of young professionals, with the campaign aiming to capture relatable workplace experiences where clothing subtly impacts confidence.

Actor Anya Singh said the association felt aligned with the energy of today’s workforce, highlighting the brand’s focus on effortless dressing that helps individuals feel confident and polished.

Gerua is currently available on the Libas website, mobile app, and leading e-commerce platforms.