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Details you don’t want to miss

Issue size

Upto Rs. 1013 cr

Issue Period

Nov 17 - Nov 22, 2021

Price band

Rs. 655 - Rs. 690

Market lot / Multiples


Issue Timeline

Bidding period

Nov 17 - Nov 22, 2021


Nov 25, 2021

Refund Initiation

Nov 26, 2021

Share Crediting

Nov 29, 2021


Nov 30, 2021

Go Fashion (India) Ltd Company Overview

Go Fashion (India) Ltd is a women’s bottom-wear brand in India, with a market share of approximately 8% in the branded women’s bottom-wear market in Fiscal 2020. The company is engaged in the development, design, sourcing, marketing and retailing of a range of women’s bottom-wear products under the brand, ‘Go Colors’.

They have acted as a ‘category creator’ for bottom-wear and were the first company to launch a brand exclusively dedicated to women’s bottom-wear category. (Source: Technopak Report).

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Strengths & Risks associated

Top 0 Strengths

  • 1

    Women’s bottom-wear brand in India with well-diversified product portfolio

    Market share of approximately 8% in the branded women’s bottom-wear market in Fiscal 2020. The women’s apparel market is estimated to be approximately 36% of the total apparel market (Source: Technopak Report and RHP).

  • 2

    Multi-channel pan-India distribution network with a focus on EBOs (Exclusive Brand Outlets)

    Retail products directly to consumers primarily through a network of EBOs and as of September '21,  operated 459 EBOs across 118 cities in 23 states and union territories across India.

    Multi-channel pan-India distribution network with a focus on EBOs (Exclusive Brand Outlets)
    Retail products directly to consumers primarily through a network of EBOs and as of September '21,  operated 459 EBOs across 118 cities in 23 states and union territories across India
  • 3

    Extensive procurement base with highly efficient and technology-driven supply chain management

    As of September'21, the company has a network comprising over 120 suppliers and job-workers across India many of whom they have a longstanding relationship with.

Top 0 risks

  • 1

    All products are sold under a single brand, ‘Go Colors’. An inability to effectively market products or the brand may affect business

    Negative reviews from customers regarding the quality of products, dissatisfaction amongst suppliers, inability to deliver quality products at competitive prices and accidents, injuries or adverse incidents at stores could all hamper results.

  • 2

    Carry out operations from a single warehouse located in Southern India

    Any disruption in the operation of the warehouse, including due to adverse developments in the region, may have an adverse effect on the business and prospect.

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Steps to Apply

Why invest in IPO through ICICIdirect

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Multiple modes of application


An Initial Public Offering (IPO) is when a company issues common stock or shares to the public for the first time. It is the process where a privately held company becomes a publicly traded company with the initial sale of its stock. An IPO is a tool that companies use to secure capital through investments for future use. In most instances, this investment is used to expand or improve the business.

A price band is a price floor and a cap between which a seller will let buyers place bids on a security, usually during an initial public offering (IPO).

Minimum Order Quantity, as name says, is the minimum number of shares investors can apply while bidding in an IPO. If investors want to bid for more shares, they can apply in multiples of IPO market lot (lot Size or IPO bid lot) of shares.

If an investor wants to place bids for less than Rs.2 lacs, he needs to apply in the Retail segment. If an investor wants to bid for more than Rs.2 lacs, he needs to apply in the HNI segment.

Cut-off price is the offer price, finalized by a company in consultation with the book running lead managers (BRLMs), which could be any price within the price band. Applying on Cut-off price means the investor is ready to pay whatever price is decided by the company at the end of the book-building process.

When applying at a cut-off price, an investor has to pay the highest price while placing the bid. If a company decides the final price lower than the highest price asked for IPO, the remaining amount is returned to the retail investor.

An investor can apply in all Mainboard IPOs through ICICIdirect. However, if the investor wants to apply in SME IPOs, he/she can do it through the net banking portal of ICICI Bank.

ASBA stands for "Applications Supported by Blocked Accounts". At the time of bidding, investors’ account is blocked to the extent of the bid amount and debited only at the time of allotment. This facility is being offered by ICICIDirect in affiliation with ICICI Bank Limited.

In other payment options, the bid amount is debited when investors’ bid application is placed with the stock exchanges. Under the ASBA process, the amount will be debited from investors’ bank account to the extent of successful allotment at the time of allotment. Until such allotment, the amount will remain blocked in investors’ bank account.

Application under this facility can be placed only for Book Built Public Issues.

An investor can place maximum of 3 bids in an issue.

The investor with Demat account in ICICIdirect can apply in an IPO by logging in to his ICICIdirect Account. The investor needs to select IPO and then the name of the IPO in which he would like to apply. Given below is the path:

Login to ICICIdirect account >> IPO >> Name of IPO

Investor can apply in the retail section of an IPO through iDirect Portal even if he has a 2-in-1 account (Demat, Trading Accounts) with us and Bank account with third party.

Yes, the investor can revise or withdraw the bids after application. It can be done only once the order is executed. The investor needs to go to the IPO Order Book and select the Transaction Id and then click on Withdraw Application/ Revise Bid. The application in the non- institutional category cannot be withdrawn but can only be revised.

However, this needs to be done during the issue itself and cannot be done after the issue is closed. In case of ASBA applications, for upward revision of bid, additional lien will be marked to the extent of incremental amount. However, in case of downward revision, differential money blocked earlier will not be released. Such amount, if any, will be released after allotment

No, one person cannot apply multiple times with same Demat/PAN for an IPO. If an investor applies in an IPO though multiple applications with same Demat account or same PAN Number, his applications will be rejected.

If an investor would like to place order for multiple applications, he/she can apply with his/her family member's name. But, all eligible family members should have a Demat account and a PAN number.

In cases where issue is over-subscribed, bidding for more than 1 lot from the same account doesn’t help as maximum of only 1 lot can be provided against each application. However, if the investor applies for 1 lot from different accounts, the probability of allocation of shares increases.