In a category long dominated by unbranded players, Go Colors has steadily built — and led — the women’s bottom-wear segment with a mix of product innovation, colour-first design, and a retail footprint that now spans over 800 stores across India. At the center of this growth story is Vatsal Koolwal, Chief Marketing Officer, who has helped evolve Go Colors from a leggings pioneer to a versatile, omnichannel fashion brand. In this conversation, Koolwal breaks down the shifts shaping women’s apparel, insights behind the brand’s bestsellers, and factors defining the next phase of fashion consumption in India.

Edited excerpts…

How has Go Colors evolved in its positioning and marketing strategy since the launch?

We began as pioneers in the women’s bottom-wear category at a time when no brande

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