India, April 9 -- Imagine trying to build a fashion brand in a market where consumers don't really believe in brands, there is little standardisation, sizes vary, quality is inconsistent, and pricing lacks transparency. And now, imagine running such a business in this space when ecommerce had yet to convince consumers that it was okay to take the online plunge. 

That was the reality of India's ethnic wear market when Sidhant Keshwani, the founder and CEO of Indian ethnic wear brand Libas, joined his family's textile business in 2014. He wasn't entering a high-growth, venture-funded startup ecosystem but a legacy industry that had remained largely unchanged for decades. 

Back then, India's ethnic wear market was deeply fragment...