The market for branded women's bottom-wear is fragmented and comprises more than 40 brands. The pie chart
below shows the market share of various brands in the women’s bottom-wear segment based on their revenues
(including the market share of Go Colors) in Fiscal 2020:

 

Market Share in Branded Women Bottomwear Market

    
     
  
  
 

Go Colors, 8%
Brand 1, 4%

Brand 2, 4%
Brand 3, 3%
Brand 4, 3%
Brand 5, 3%
Brand 6, 3%
Brand 7, 2%
Brand 8, 2%
“Brand 9, 1%
Brand 10, 1%
\ Brand 11, 0%

Others, 66%

 

Source- Estimations basis Primary Research and Technopak Analysis

Notes:
@ Brand 6 and Brand 10 are owned by the same company.
Q The market share of Brand 11 is 0.4% and has been rounded-off to 0%.

There is a lack of exclusive bottom-wear players currently in the market. Go Colors was the first company to
launch a brand exclusively dedicated to the women’s bottom wear category, with players like TCNS also entering
the bottom-wear category through a new brand ‘Elleven’. Current Players are not able to replicate Go Colors as it
is the only Indian brand dedicated solely to bottom-wear and has products across styles. Ethnic brands have only
ethnic bottom-wear offerings, while western wear brands also do relevant western bottom-wear products. TCNS
and other brands entering this space with a bottom-wear retail led brand signifies both the growth potential in the
category and the importance of excusive retail led focus on the lines demonstrated by Go Colors.

Profiling of Key Women's Bottom-wear Brands

Note: The profiling of women’s apparel companies has been done by Technopak to arrive at a conclusion of which
was the first company to launch a brand exclusively dedicated to the women’s bottom wear category. While
bottom-wear is not a new product in apparel, Technopak analysis indicates that Go Colors was the first company
to launch a brand exclusively dedicated to the women’s bottom-wear category.

 

Brand Factors Considered cre

 

Key Women's Bottom-wear Brands

Go Colors Go Fashion (India) Limited was incorporated | Go Colors has been the earliest brand
on September 9, 2010 as an exclusive bottom- | focused exclusively on the women’s
wear brand for women and has continued to | bottom-wear industry and can be
remain focused on this category. Go Fashion | termed as the first company to launch a
(India) Limited has been generating revenue | brand exclusively dedicated to the
from its bottom-wear sales from the Financial | women’s bottom wear category.

Year 2011 and has remained exclusively in the
women’s bottom-wear category and extended
its portfolio within.

Lux Lyra Launched in 2012 is owned by Lux Industries, | Lyra was launched after Go Colors and
an Indian company that caters to both men and | has since also diversified into other
women innerwear primarily. The brand Lyra | product categories.

has extended into other womenswear
categories like lingerie; loungewear etc.

 

 

 

 

 

 

 

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