Pyjamas have shown a large increase due to the lockdowns and restrictions imposed by COVID-19 where people
spending most of their times at homes increased their spending on pyjamas.

Growth of bottom-wear segments (% crores)

INR 24,314 Cr

71%

   

17.056
INR 13,546 Cr
7.4% 1
12.8%
22486
187% ©
2.1%
10.28
17.9%
m Ethnic- Leggings m Ethnic- Salwar, Patiala, Churidar
‘= Fusion- Palazzo, Dhoti, Harem, etc. sm Ethnic: Pants, Skirts
m Ethnic- Denim m= Western- Denim
Western -Pants, Leggings, skirts tm Western- Lounge pants, Shorts, Capris,
caGR

Western Pyjamas

Source: Technopak Analysis

The fastest growing sub-category in women’s bottom-wear is expected to be palazzos, dhoti pants, harem pants,
etc. which come under the fusion category of women’s bottom-wear. They are expected to show a high CAGR of
22.1% from Fiscal 2020 to Fiscal 2025, followed by Pants & Skirts which will grow at 18.7% and then Ethnic
Leggings with a CAGR of 17.9%. Western- Lounge Pants, Shorts, Capris are also expected to show a high growth
of 17.0% from Fiscal 2020 to Fiscal 2025. Ethnic Denim category, which was nearly non-existent in Fiscal 2020,
is expected to start emerging slowly and have a value of 88 crores by Fiscal 2025.

Bottom-wear is also a universal category and tends to coordinate with all kinds of outfits. They are becoming core
essential in every woman’s wardrobe. Different types of bottom-wear can be paired with tops, t-shirts, shirts,
kurtas, tunics. They are also bought as combination in suit sets — kurtas with leggings, kurtas with palazzos and
kurtas with trousers. Many women have started wearing kurtas with dhotis, skirts and gagharas as well on
occasions. Churidars and leggings are also viewed as type of bottom-wear and are worn along with kurtas and
kurtis.

Positioning of Women’s Bottom Wear

Bottom-wear has undergone various developments over the past decade. Indian women are continuously
experimenting with their bottom-wear. Go Colors has an advantage in being the first company to launch a brand
exclusively dedicated to the women’s bottom-wear category, as this category is considered as “core essential”
with the brand dedicated to the same. It has grown to become one of the key players in women’s bottom-wear
segment with a market share of approximately 8% of the branded market.

Bottom-wear has become a universal wear product with an independent identity of its own and one that is not
confined to notion of either ethnic wear, western wear or fusion wear. This standing has blurred the boundaries of
ethnic wear and western wear. Bottom-wear has now emerged as a women centric product that caters to both
bottom-wear demands of women that seek both ethnic, western and fusion sensibilities from it. Bottom-wear has
emerged an essential category that caters to the basic and functional need of consumers. There is a general trend
of the tops being in fashion, but bottom-wears are usually simpler and more flexible for mix and match. Today,
bottom-wear has become a must-have that provides comfort as well as style and is a round-the-year universal
category that is not subject to seasonal trends.

Bottom-wear, being a core essential category and having limited print or design, is relatively insulated from
changes in fashion trends and is acceptable across the country. A single piece of bottom-wear can be coordinated
with many types of outfits, as is the case with innerwear. All these aspects have led to double digit growth in
bottom-wear category.

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