Level of organisation in Women bottom-wear market (in % crores)

INR 24,315 Cr

INR 13,547 Cr

  

2025
Organised mUnorganised

Source: Technopak Analysis

Historically, the bottom-wear market, being highly unorganized, has had limited options for consumers to access
branded products of consistent quality. Currently, the overall women’s bottom-wear market is inclined towards
the unorganised sector and in Fiscal 2020 its share was at 77% and the organised share at 23%. However, with
tailwinds towards the organisation of the women’s bottom-wear sector, the organised share is expected to reach =
9,240 crores (US$ 1.2 billion) having a share of 38% share in Fiscal 2025 with a CAGR of 24.3% until 2025.
While the unorganised market will grow at only 7.6% from Fiscal 2020 to Fiscal 2025. The fragmented nature of
the industry and the lack of organized players and limited branded competition positions established branded
players like Go Colors well to benefit from the growth in the bottom-wear segment.

Branded and Unbranded share of Women Bottom-wear Market (in % crores)

INR 24,315 Cr

PREY]
(53.2%)

  

2020 2025
mBranded m Unbranded

Source: Technopak Analysis

The share of branded women’s bottom-wear rose from 19.7% (% 1,521 crores) in Fiscal 2015 to 33% (2 4,473
crores) in Fiscal 2020 at a high CAGR of 24.1%. The branded women’s bottom-wear market is expected to see
the continued high growth in the future as well with its share riding to 46.8% (% 11,378 crores) by Fiscal 2025.
This rise in the branded share in women’s bottom-wear market is due to rise in working women and hence rise in
their disposable income. It is also due to a consumer shift towards buying from safe and hygienic places that allow
safe trial room facilities triggered by COVID-19.

Bottom-wear market has historically been unorganized with limited products, lack of quality products, low pricing
power and scope for expansion. However, with growing westernization, increasing disposable incomes and
urbanization, consumers have become more fashion, brand and quality conscious and demand quality branded
products.

Style wise Segmentation

The share of Ethnic- Salwar, Patiala & Churidars is the highest overall in women’s bottom-wear category followed
by Western-Denim at 25%. Western- Sleepwear Pyjamas and Ethnic-Leggings are at 17% and 16% respectively.

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