Women’s bottom wear brand Go Colors has signed Bollywood actor Shraddha Kapoor as its first-ever brand ambassador, marking what the company calls a major milestone as it enters a new phase of growth.
The partnership debuts with a campaign titled ‘Life Moves In Your Comfort Zone,’ which challenges the popular notion that growth happens only outside one’s comfort zone. Instead, the campaign positions comfort itself as a source of confidence and authenticity, reflecting Go Colors’ broader brand philosophy.
Over the past decade, Go Colors has built category leadership in women’s bottom wear in India, growing to more than 800 exclusive brand stores nationwide. While leggings anchored its early success, the brand’s portfolio has since expanded to include trousers, denims, cargos, joggers, skirts, palazzos, culottes and athleisure, giving it one of the widest bottom wear assortments in the country. The brand is known for combining engineered fit, functional fabrics and versatile silhouettes.
Company executives said Kapoor was chosen for her broad, cross-generational appeal and her association with authenticity and personal style — qualities they see as aligned with the brand’s core values of comfort, confidence and individuality.
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 roll out over the coming months across digital, social media, outdoor and retail channels, as part of the company’s push to reposition itself as a comfort-first apparel brand rather than solely a bottom wear specialist.
