Impact:

offer bottom-wear products across all categories, including ethnic, western wear, fusion and denims
and have one of the largest bottom-wear product offerings in women’s apparel.

Go Colors is less vulnerable than most of the peer brands to changes in fashion trends because the core
product categories and SKUs it has. Also, products are not seasonal in nature.

Average selling pricing being approximately = 600 makes it available to all the income groups across
the country, and the nature of offerings makes the products accepted across India.

Refinement of product development cycle — since its inception Go Colors has gone through 44 cycles
of product development, i.e., establishing vendors, quantity of order, colors, etc. and have the entire
supply chain in place. They have been able to establish economies of scale, and a working capital
advantage which is difficult to replicate for new entrants.

Go Colors gave a new option of consistent quality at affordable price which they did not use to have
before as the market was unorganized.

The brand has been present for 10 years at different retail locations focusing on EBOs, that has helped
it create brand equity and connect with the consumer.

The brand has adopted a multi-channel approach with its B&M presence, its own website and presence
on marketplaces as well as vertical specialists and is also aggressively implementing technology to
increase growth.

It is a key player in India’s women’s bottom-wear market, with over 30 different product styles.

Go Colors set off a trend which the other players followed like Rupa with “Softline Leggings” and Lux
with “Lux Lyra” - their respective bottom-wear ranges.

TCNS followed suit and introduced the brand Elleven launched in Fiscal 2020, exclusively focussed on
women’s bottom-wear.

Women Ethnicwear Fashion — Fabindia, Biba & W

Start Of the Companies:

Fabindia: First store in 1976, second store in 1994 (taken as actual start of Fabindia)
Biba: First standalone store in 2004

W: Started in 2002

Advantages:

Refinement of product development cycle at scale leading to a stabilized base, stabilized quality check
and quality assurance practices. The backward supply chain activities that are needed to run the
company are now well established and refined. These brands have improvised and built competencies
on product development.

Fabindia is an EBO focussed brand making forays into Online space with own website and
marketplaces. Biba & W have been operating through EBOs, MBOs, LFSs and Online channel.
Revenue share from Online channel increased for all players during COVID-19.

They have created a retail-led ecosystem which has allowed the brands to become recognized with a
certain brand equity and a strong brand connect in the market.

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