Growth of Separates within Women’s Bottom-wear (in % crores)

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2020 2025

mEthnic Bottomwear m= Western Bottomwear

Source: Technopak Analysis

Indian women have transitioned from wearing sarees to two-piece sets which included SKD (salwar, kameez,
dupatta) sets. Further, in the last decade, top and bottom-wear for women have begun to be widely sold as
‘separates’ available for mix-and-match. Comfort and style are driving the fashion choices of Indian women. They
prefer comfortable ethnic wear both for everyday use as well as for occasion specific looks. Kurtis and bottom-
wear which are more on the Indo-western/fusion end is the largest revenue contributor for Indian ethnic brands,
while tops and bottom-wear are the major revenue contributors for western-wear brands. Product differentiation
has also become sharper on product attributes like fusion, prints, fabrics and look. Unique design sensibilities,
fusion wear, wide breadth of options across apparel in fusion wear are the key elements that is helping in defining
strong brand positions.

Separates are sold as top wear or bottom-wear separately and not as sets. Within ‘separates’, bottom-wear category
is expected to grow at a CAGR of 12.4% between Fiscal 2020 to Fiscal2025 increasing in value from % 13,547
crores (1.81 US$ billion) to = 24,315 crores (US$ 3.24 billion) and 'top-wear’ category is expected to grow at a
CAGR of 12.1% from Fiscal 2020 to Fiscal 2025.

There is a lot of scope for expansion in the bottom-wear category since bottom-wear is a horizontal category
enabling multiple extensions and new products. Also, this category is now witnessing experimentative colours

and styles, from the earlier limited styles and colours.

Multiple extensions and new product possibility in Bottom-wear

     

 

 

‘omenswear Categories Cones
Top . Tops, Athleisure, Sleepwear, Louzewear 6
Kurta | Long kurta, Short Kurta 2
Innerwear Top Wear, Bottom Wear 2
Wester trousers and pants, Jezgings, Trezgings, Skirts, Shorts,
Bottom-wear Lezzings, Choridax, Patiala, Salwar, Palazzo, Dhoti pants, Harem 16
| Pants, Denims, Athleisure, Sleepwear, Loungewear
Sleepwear Top Wear, Bottom Wear, Dress 3

Source: Technopak Analysis

Go Colors has grown over the years, and with its size of = 393.6 crores (US$ 0.05 billion), is among the key
women’s bottom-wear brands in India, with a market share of approximately 8% in the branded women’s bottom-
wear market which stands at 2 4,473 crores (US$ 0.6 billion). The branded market for women’s bottom-wear is
33% of the overall women’s bottom-wear market. Go Colors is among the few apparel companies in India to have
identified this market opportunity and was the first company to launch a brand exclusively dedicated to the
women’s bottom wear category. It has leveraged this advantage in the category and created a direct-to-consumer
brand with a diversified and differentiated product portfolio of quality products at competitive prices.

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