YourLibaas, an Indian eCommerce company, has recently announced its entry into the Middle Eastern market by setting up a UAE base. The move bolsters the vision to act as a bridge for cultural connectivity between India and the Middle East. 

A platform celebrating ethnic fashion features the collections of designers like Sana Safinaz, Maria B, Gul Ahmed, Zara Shahjahan, and Faraz Manan, among many others. While Pakistani serials sparked a love for these designer suits among Indian women, the discontinuation of Aalishan Pakistan in India limited these styles’ exposure to the Indian market.

The brand has an exciting story: YourLibaas was founded in 2014 by current CEO Khalid Raza Khan as a small New Delhi based start-up. Silently growing behind the scenes, it has now become an international name within the Pakistani apparel market. Widening the luxury lawn scope and promoting cultural unification, it is now branching out to UAE for seamless operational control and production.

Aiming for a global marketplace

‘The market in India is highly fragmented, and we are exploring avenues to streamline the procurement and supply chain. The threat from locally available replicas was constant, and to overcome this, the company decided to shift operations to UAE. Direct sourcing from designers in UAE is slated to resolve procurement and supply issues,’ says Khalid Raza Khan, CEO, YourLibaas.

The expansion in Dubai, UAE, is at the centre of a diverse market for Pakistani apparel. The MENA region is a lucrative market for these products owing to the large populations of Indian and Pakistani origin in these regions. ‘We are scaling up at a herculean pace – acquiring over 30k new customers this year along. A significant proportion of our users are international, and due to a global base of customers, we have moved its operations to UAE’, confirms Akram Tariq Khan, cofounder of YourLibaas.

The company also plans to expand into the offline segment by introducing physical stores and boutiques in the UAE.  Their team aims for a six-fold growth in the coming years using a “360-degree omnichannel commerce strategy”.