110034 isn’t a pincode you expect to see on a fashion brand’s expansion strategy deck. 

Pitampura is neither Bandra nor Khan Market. It’s a densely populated neighbourhood in Delhi, with a mix of government colonies and well-built kothis (bungalows), inhabited by middle and upper middle-class families. 

Yet, Libas, an Indian wear fast-fashion brand, receives more orders from this pincode than anywhere else in the city. It is also where the brand chose to test quick commerce as a distribution channel. Its dark store in the area stocks over 5,000 units across........

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