Go Fashion (India) Ltd is sharpening its retail strategy around larger-format stores, product expansion and selective international growth, as the company seeks to strengthen the Go Colors brand while retaining its affordable positioning.
In his message to shareholders in the company’s Annual Report 2026, Go Fashion (India) Ltd Chief Executive Officer Gautam Saraogi said large-format stores would remain an important growth channel in the years ahead.
The company is looking beyond simply increasing its presence in large stores, focusing instead on stronger assortment, improved visibility, sharper replenishment and deeper collaboration with retail partners.
Bigger stores, sharper retail proposition
Go Fashion’s new-store template is now 700 sq ft and above, with the company aiming to provide greater space for its portfolio and create distinct zones based on occasions and silhouettes.
Saraogi said the strategy is moving towards a “small-format-light, larger-format-led” model. In some catchments, this could mean consolidating two or three smaller outlets into a larger flagship store.
The underlying strategy is to improve productivity by giving the brand a bigger retail platform while offering customers a wider and more organised product experience.
New bottomwear formats to widen customer base
Product innovation will be another key focus in FY2026-27, with Go Colors planning to introduce multiple new bottomwear formats aimed at creating additional wearing occasions and attracting younger consumers.
Despite experimenting selectively with premium products, the company intends to retain its affordability-led positioning.
Saraogi said the average selling price of Go Colors bottomwear is currently around ₹800, with the company intending to keep its core proposition meaningfully below ₹1,000.
“Accessibility built our brand; we are not going to outinnovate ourselves out of it,” he said.
Daily Wear concept enters pilot phase
Go Fashion is also testing an expansion beyond its core bottomwear proposition.
Its Daily Wear concept, focused on everyday casual and utility wear for men and women, had 10 stores as of March 31, 2026. The company said early unit economics have provided grounds for optimism.
The pilot is also testing selected women’s topwear as part of a broader everyday-wear proposition.
Saraogi described the initiative as a controlled experiment to assess whether existing Go Colors customers would extend their trust to a wider part of their wardrobe.
First international store
Go Fashion has also taken its first step outside India, opening its debut international store in the West Asia.
The company plans to maintain a calibrated and data-led approach to international expansion rather than pursuing rapid overseas growth.
Alongside its physical expansion, Go Fashion is strengthening the technology layer supporting its business, with a focus on demand sensing, replenishment, faster product feedback and more disciplined execution across distribution channels.
Specialist-brand strategy
The company’s strategy remains anchored around category focus, brand discipline, product depth, retail accessibility, customer trust and capital efficiency.
Saraogi said the company’s experience over the past year had tested this playbook but reinforced the importance of maintaining these principles.
He believes the years ahead will favour specialist brands that understand a particular customer deeply and execute consistently.
For Go Fashion, the strategy is therefore less about moving away from its established identity and more about putting the Go Colors proposition on a larger retail stage, expanding occasions within its core category and selectively testing adjacent opportunities.