Sachin Kharbanda, Co-Founder & MD of Lakshita, speaks with BW Retail World on the brand’s customer-first ethos, steady expansion, and upcoming foray into international markets
Lakshita has carved a distinct identity in India’s women’s ethnic wear market. What key strategies have fuelled the brand’s growth and helped it scale across different consumer segments?
Our retail expansion has always been strategic, not just for the sake of presence. The approach is market penetration first, then market ownership and leadership.
Punjab is a good example. We entered this market about 15 years ago and studied different purchasing powers within the state. Chandigarh, Mohali, Panchkula, and Bathinda all have unique consumption patterns. We looked at these territories holistically, then customised merchandise and product categories for each locality.
From Delhi to Haryana to Punjab to Jammu & Kashmir, we’ve found that consumer preferences in colours, silhouettes, and styles differ significantly. Accordingly, we’ve created tailored collections and varied store sizes. For instance, we’ve just opened our biggest store in Jalandhar at 3,500 sq ft, along with three large stores in Ludhiana and one in Mohali.
In a crowded fashion landscape, what makes Lakshita stand out — in both product offering and brand philosophy?
Our brand philosophy is captured in our tagline: Many Roles, One Life. We cater to women from their teenage years through every stage of life — college, career, marriage, motherhood, and beyond.
A core differentiator is our design handwriting, which remains consistent and recognisable even as trends change. We also produce in-house, giving us control over quality, creativity, and timelines.
Customer service is another strength. Every store has a masterji for free alterations, even months or years after purchase. We also have a “no fat tax” policy — sizes above XL are priced the same as smaller sizes.
Everything we do puts the customer first, aligning with their needs and aspirations.
How has Lakshita’s revenue trajectory been in recent years, and what role have ecommerce and omnichannel strategies played?
Post-COVID, we saw a 30 per cent jump in growth in the first year, followed by steady annual growth of over 15 per cent in the last two years.
While online sales are growing at nearly double pace annually, offline still dominates because our customers value the touch-and-feel experience. Our omnichannel strategy is in place, but it’s early to gauge its impact.
We’re also leveraging technology for trend forecasting, alongside hiring young merchandisers who understand Gen Z tastes. AI can help with data, but human judgement is key for timing — for example, Rakhi collections need to be in-store 10–15 days before the festival.
Our marketing focuses on authentic storytelling, connecting with customers through real celebrations, always with a touch of glamour.
What are Lakshita’s priorities for its next growth phase?
This season, for the first time, we’re releasing a pre-festive collection. Over the past 25 years, we’ve mainly focused on North India. This year we opened 20 EBOs, and next year we plan to slow domestic openings slightly while exploring international markets — particularly the UAE, the UK, and Canada.
In India, we’ll re-enter Maharashtra and expand to tier-1 cities like Hyderabad and Kolkata. Tier-2 and tier-3 cities remain important, as women there are now more confident, financially independent, and fashion-conscious, thanks in part to social media.
We already have strong footholds in such cities and will continue to grow there.
