1.

1 COMPANY PROFILE
Go Colors is India's largest and most colourful ladies bottom wear brand. It specialises
in quality and customer satisfaction. The brand has 150+ exclusive brand outlets across
some of the best malls and high streets in the country, serving as a one stop shop for all
of women's bottom wear needs. It also has a full presence in LFS like Central, Reliance
Trends, Shoppers stop and Mega mart. Over the last 5 years, Go Colors has established
itself as a strong essential wear brand.

Gautam Saraogi is the founder and CEO at Go Colors. He has over 10 years of
experience in garment manufacturing, sourcing, marketing and brand building. Having
a family business background of garment export, Gautam Saraogi has worked for 2
years in Meridian Apparels Ltd. - a garment export company from Tirupur, which has
helped him get a valuable insight of the garment trade and also start Go Colors.

With the widest range of legwear Leggings, Jeggings, Harems, Palazzos, Patialas,
Denims, Pants and Churidars in over 100 colors company finds the perfect match for
the lovely legs that couldnt get easier.

The companys outlets are present over the various places in Delhi and the best part is
that all the products that are present in the outlets are also completely available online
with the secure guarantee.

In Delhi, companys outlets are available in the different areas like:-

Dwaraka
Kalkaji
Kamla Nagar
Kirti Nagar
Lajpat Nagar
Malviya Nagar
Rajouri Garden
Ranibagh
Tagore Garden
IGI Airport

1
1.2 PRODUCTS OF THE COMPANY

1. Patialas: Elegantly Indian

Perfect for the traditional Indian silhouette, their Patialas are light, layered and
exceptionally comfortable. With an elastic waistband to support and viscose to embrace
their figure, Patialas are all about making a dashing statement! GoColors range of
Patialas come in all sizes and lengths and in every color.

2. Churidar

Suitable for every occasion, if the kurta is all set to make a statement, then their
Churidars are the supportive accessory that people need! Forming opulent rings around
the nimble ankles, customers are sure to stand out in the crowd looking like a desi diva.

2
 3. Harems

Super stretchy fabric, wide and low ringlets and cuffed at the hem, GoColors Harems
are all that people need to add zest to their wardrobe. Bohemian and baggy, yet chic
and stylish, these zero slub forming pants hold on tight to the waists. Team it with crop
tops and t-shirts, vests and dress shirts.

4. Palazzos: Pop Culture Queen

GoColors Palazzos are Satin soft, wide flared and cut with a loose fit, Palazzo pants
take the customers right back to the '60s and '70s with a zing! Tailor made in two
different lengths, wear a pair of Palazzos in a monochrome block, and pick out a crop
top that makes a and top off the look with a funky hat.

3
 5. Leggings

Go colors has the widest range of leggings among all their products. Run that extra mile
in the Yoga pants or make heads turn at the gym with their leggings. Crafted in airy
cotton lycra with an elastic waistband, casual comfort just went couture! Think of the
colour, and they have it! Wear them with a snazzy kurta or even a funky dress t-shirt to
steal the show.

1.3 SWOT ANALYSIS

(A) STRENGHT-

Growing at faster rate

Good customer base
Location advantage
Quality and branded stuff

(B) WEAKNESS-

Poor inventory turns and stock availability

Not yet captured the whole market

4
(C) OPPORTUNITIES-

Rising disposable income

Urbanization

(D) THREATS-

Competition from local retailers

Competition from organized retail players.

1.4 COMPETITORS

1. Global Desi

One of the best brand for Leggings for its quality of garments and no color release
problem, Global Desi proudly calls itself as them the exclusive brand for womens
wardrobes. The Leggings are combined with the goodness of 95% of cotton with 5%
spandex and offer easy wash separately in cold water. There are different color options
available to as full length multicolour slim fit leggings.

5
 2. Lux Lyra

Lux is one of the best fabricant brand in India offering series of garments for both man
and women. The fabric of the leggings are made up of 95% of cotton and 5% of
spandex, the size of the leggings with Lux tag is available as free size. Lux is the few
companies in India offering Indian churidar as the leggings are available as sanwara
fashions.

3. ONLY

A brand that speaks for every women and is the one for all. Each item created with the
brand has this special ONLY feeling to it. It has self-identity attached to it with a twist

6
of feminine strength, confidence, and style. The brand curates the latest trends. The
figure flaunting skinny design leggings come with excellent comfort for a fashion savvy
women. Be sexy and sophisticated owning ONLY.

4. Forever 21

Forever 21 is a brand that guarantees elegant style leggings. Glam up your outfit
wearing this brand. Ranging from occasion and different styles, the brand has it all.
Make your jogging time or party night splendid by owning leggings by forever 21
because the brand is your best bet for all the times you need it.

5. Next

7
Next is a brand that promises the right fit. Yes the brand offers leggings in neutral
shades and designs. The subtle collection look fab and stay at ease when you wear them.
Made with cotton and spandex, the NEXT leggings will let you stylize and make the
outfit appear top notch with it. Rely on it and see the magic happen around you.

6. Max

Max is known for stocking the latest in international fashion from around the globe.
The brand offers designs made with carefully chosen color palette. Their leggings
collection comes in various colors that can add a contrast to your Kurtis and tunics. Yes
the styles are simple yet boost a chic appeal to the look. Redefine fashion owning
leggings by Max, as it never lets you compromise on both style and comfort.

8
SUPPLY CHAIN MANAGEMENT: DEFINE
Supply chain management (SCM) involves the movement and storage of raw materials,
of work-in-process inventory, and of finished goods from point of origin to point of
consumption. Interconnected or interlinked networks, channels and node businesses
combine in the provision of products and services required by end customers in a supply
chain. Supply-chain management has been defined as the "design, planning, execution,
control, and monitoring of supply chain activities with the objective of creating net
value, building a competitive infrastructure, leveraging worldwide logistics,
synchronizing supply with demand and measuring performance globally." SCM
practice draws heavily from the areas of industrial engineering, systems engineering,
operations management, logistics, procurement, information technology, and
marketing and strives for an integrated approach.[citation needed] Marketing channels
play an important role in supply chain management Current research in supply chain
management is concerned with topics related to sustainability and risk management,
among others, whereas the people dimension of SCM, ethical issues, internal
integration, transparency/visibility, and human capital/talent management are topics
that have, so far, been underrepresented on the research agenda.

Supply chain management (SCM) is the oversight of materials, information, and

finances as they move in a process from supplier to manufacturer to wholesaler to
retailer to consumer. Supply chain management involves coordinating and integrating
these flows both within and among companies. It is said that the ultimate goal of any
effective supply chain management system is to reduce inventory.

It is the active management of supply chain activities to maximize customer value and
achieve a sustainable competitive advantage. It represents a conscious effort by the
supply chain firms to develop and run supply chains in the most effective & efficient
ways possible. Supply chain activities cover everything from product development,
sourcing, production, and logistics, as well as the information systems needed to
coordinate these activities.

9
SCM OF GO COLORS

1. Raw Materials :- All the raw materials that are required to make a legwear for
the womens like cotton and spandex are collected from the different markets in Chennai
for the further processing. After this, the raw materials are directly send to the plant for
the production of the products.

2. Manufacturers :- Manufacturers are the persons who convert the raw materials
into the finished products. In the Go Colors, the raw materials that help the company to
make the womens legwear are directly send to the plant and from there these are
converted into the final and ready product with the help of all the available resources
of the company.

3. Warehouse :- Warehouse is the place where all the finished goods are kept safely
as a stock from where the goods are being supplied to the different places whenever
needed. In the Go Colors, the warehouse plant of the company are situated in Chennai
from where all the products are supplied directly to the different places to reach out the
different customers in the market.

4. Distribution :- The distribution is one of the most important part for the supply
chain of the company because of this, the products of the company are supplied to all
the different outlets. In the Go Colors, the products of the company are supplied to the
different retail outlets of the company by the courier via train and thereafter, the
products are directly send to the different outlets via trucks.

5. Retail Outlets :- From the retail outlets, the products of the company are directly
sold to the customers in a small quantity according to their need and wants. In the Go
Colors, the company has the different retail outlets all over the India from where the
company sell their womens legwear directly to the customers.

10
There are various types of strategies that are applied by the Go Colors company for
efficiently managing the supply chain for their products which includes the following
aspects:-

(A) Suppliers :- All the supplies regarding the manufacturing of the products are
done in Chennai because the plant of the company is situated only in Tirupur, Chennai
therefore all the raw materials ae being collected and converted into the final products
only there and then they are supplied to all the different oulets. The plant supplies the
different legwears to the different outlets as per the demand of the customers of that
particular area.

(B) Mode of Transport :- The mode of transport that are used by the company is
courier via train. The courier company that are being approached by the Go Colors are
Blue Dart and Save Expres and thereafter the products are supplied directly to the
different outlets with the help of the truck.

(C) Warehousing :- The company stores all their products in the warehouse
situated in Tirupur, Chennai. There is not any single warehouse anywhere in India
therefore all the products are directly supplied from the Chennai to all the different
outlets of the company.

(D) Inventory Management :- All the stocks that are supplied to the outlets are
totally depend upon the sale of the different products of the company. The company
supply those particular products to the retail outlets whose demand are much higher
than the other products and which are less in stock. Therefore, the employees of the
company has to maintain a proper sale, stock and balance sheet record for the company
for the efficient management of the inventory.

The employees has to lookout for the stock that is send by the company therefore,
they will be able to identify any shortage, defect, wrong supply regarding the products.
After this, the employees gives the full detail regarding the supplied inventory to the
company for the better coordination.

11
(E) Push & Pull Straegy :- As a push strategy, the company is opening the new
outlets in the different areas to reach out to the larger customers and distributing their
pamphlets to the customer to get them to their retail outlets and spreading the
information about the company as much as possible.

As a pull strategy, the company is making advertising for the customers to aware
them about the products of the company and give the brief to them about the brand.
They also available online to promote their products on the larger basis.

(F) Customer Retention :- The company is very serious about the retention of
their customers. They politely deal with their customers and after every sale, they take
the phone numbers of their customers to aware them about any discount coupon and
offers etc by sending them an official message. This helps the company to create a good
image of them and also helps them to retain a good amount of customers.

(G) Initiatives for green SCM :- The company is engaged in providing the
carrybags that can be biodegradable and doesnt harm the environment after the getting
destroyed therefore, the customers will be able to use them again and again for the
different purposes.

(H) Challenges

The customers are not much aware about the brand.

There is only a single warehouse available for storing all the products for the
company which is situated in Tirupur, Chennai.
Sometimes the delivery of the stock is not done on time.
The stock send by the company is not up to the requirement of the retail outlets
because of the mismanagement.

12
4.1 CONCLUSION
From the study, it can be clearly concluded that the company is one of the biggest leader
of the womens legwear in India and the speciality of the brand is the womens leggings
in respect of which the company is able to sell the most of their products. The company
has their outlets in all the major outlets from where it can gain a larger customers.

But there are some issues regarding the warehousing and mismanagement that creates
some conflict in the successful operations of the company.

At last, it will be justified that the company are making arrangements for expanding
their business and grabbing the larger portion of the market to reach to the customers
as much as possible.

4.2 RECOMMENDATIONS

The company should have their wharehouse available in the city where their
outlets are available.
There is a requirement of better management coordination.
The company should also make some effective promotional strategy to aware
the customers about the products.

13
ANNEXURES

14
BIBLIOGRAPHY
Go Colors (retail outlet), Pacific Mall, Tagore Garden, Delhi

https://www.gocolors.co.in/

http://www.worldblaze.in/

https://www.looksgud.in/

https://en.wikipedia.org/wiki/Supply_chain_management

15