Go Colors, India’s leading women’s bottom wear brand, has announced acclaimed Bollywood actor Shraddha Kapoor as its first ever Brand Ambassador. The partnership marks a significant milestone for the brand and reinforces its continued investment in strengthening its consumer connect as it enters its next phase of growth.
Over the past decade, Go Colors has pioneered the women’s bottom wear category in India, expanding its presence to more than 750 exclusive brand stores across the country. While the brand established category leadership through leggings, it has consistently evolved in line with changing consumer preferences. Today, its portfolio spans trousers, denims, cargos, joggers, skirts, palazzos, culottes, athleisure and more, offering one of the widest assortments of women’s bottom wear in the country.
As the brand expands its presence and strengthens its positioning, Shraddha Kapoor is a strategic choice for this next phase of growth. She is recognised for her authenticity, refined style and broad appeal across generations. These qualities align closely with the values that define Go Colors today, including comfort, confidence and individuality.
This evolution is anchored in a simple belief, that comfort isn’t a trend; it’s the foundation of great everyday clothing. Every Go Colors product is designed around superior fit, thoughtfully selected fabrics, quality craftsmanship and functional innovations that make clothing easier to wear through every part of the day.
The partnership debuts with Life Moves In Your Comfort Zone, a campaign that challenges the conventional belief that growth happens only outside one’s comfort zone. Instead, it celebrates the confidence, authenticity and freedom that come from feeling comfortable in what you wear, reinforcing Go Colors’ belief that when women are comfortable, they are empowered to be their most authentic selves.
Commenting on the partnership, Shraddha Kapoor said: “Comfort has always been one of the biggest factors in how I choose what to wear. When you feel comfortable, you feel more like yourself. That’s what drew me to Go Colors. Beyond the incredible variety they offer, I love how every product starts with understanding what women actually want to wear every day. I’m excited to be part of a brand that’s redefining everyday fashion through comfort.”
Speaking on the announcement, Vatsal Koolwal, CMO, Go Colors, said: “This is one of the biggest milestones in Go Colors’ journey. We’ve spent years building leadership in women’s bottom wear, and today we’re entering the next phase of our evolution. Our ambition is to build India’s most loved comfort-first apparel brand, where thoughtful design, superior fit and functional innovation come together to create products women genuinely enjoy wearing every day. Shraddha is the perfect partner for this journey because she embodies authenticity, relatability and effortless confidence – qualities that reflect the brand we’re building.”
The campaign will be rolled out across digital, social media, outdoor, retail and other integrated touchpoints over the coming months, introducing consumers to Go Colors’ evolving brand identity and reaffirming its commitment to making comfort the foundation of everyday style.