About the Client
Go Colors is India’s leading women’s bottom-wear brand, known for its extensive range of leggings, jeggings, trousers, palazzos, denim, athleisure, and contemporary fits. Built on a strong foundation of comfort, fit, and versatility, the brand caters to everyday, work, festive, and active lifestyles.
With 800+ exclusive brand stores across India and a growing global presence, Go Colors combines made-in-India craftsmanship with modern fashion sensibilities.
The Challenge
Despite strong brand recall and wide category presence on Flipkart, Go Colors faced performance inefficiencies in marketplace advertising.
Key challenges included low conversion rates, high dependency on limited winning categories, fluctuating AOV during non-sale months, and suboptimal placement-level ROI. The brand needed to scale sales and orders profitably, improve CVR and ROAS, unlock new-to-brand growth, and build a more diversified, data-led category and targeting strategy.
The Strategy & Solution
To accelerate profitable growth on Flipkart, we implemented a structured, data-led marketplace strategy focused on scaling efficiently, improving conversions, and unlocking new customer demand. Each strategic pillar was designed to address a specific growth lever while maintaining strong ROI.
1. Performance-Led Campaign Structuring
A clear campaign structure was built to balance scale and efficiency across the funnel.
- Prioritized Auto campaigns to capture high-intent and discovery traffic, which emerged as the largest contributor to revenue.Scaled Generic
- Keyword campaigns based on historical data analysis & insights to strengthen category visibility and sustain consistent sales.
- Continuously optimized budgets based on ROAS, CPC, and order volume trends.
2. Prospecting-First Growth Approach
The strategy focused heavily on acquiring new-to-brand customers without sacrificing efficiency.
- The majority of the spending allocation is to prospecting campaigns to expand reach and customer base.
- Improved ROAS from new customers to levels close to retargeting audiences.
- Leveraged data signals to identify high-converting prospect cohorts.
3. Placement-Level Optimization
Ad placements were optimized to maximize both conversions and scalability.
- Scaled Top of Search Listings Page, delivering the highest ROAS (over 9x) and CVR (3.9%+), acting as the primary performance driver.
- Used Rest of Search Listings Page to drive volume with stable performance.
- Leveraged Product Page placements for maximum reach and clicks, with ongoing CVR improvements.
- Limited Browse & Home Page placements to awareness-led objectives due to lower ROI.
4. Category-Led Scaling Strategy
Growth was driven by diversifying category contribution rather than relying on a few bestsellers.
- Doubled down on high-performing categories & popular color variants & price ranges for categories such as Leggings, Jeggings, Pants, Ethnic Wear, and Active Wear.
- Used MRP, inventory health, engagement & conversions parameters at SKU level as key inputs for planning campaigns.
- Expanded exposure for Girls’ categories showing strong YoY traction.
5. Festive & Sale Optimization
Sales periods were approached with a sharper assortment and execution plan.
- Went beyond bestsellers by activating multiple high-potential styles.
- Introduced bundled and combo-led pushes in high-volume categories.
- Focused on comfort + festive-ready messaging aligned with seasonal demand.
6. Conversion Rate & Listing Optimization
Improving CVR was a core lever for scaling profitably.
- Optimized product campaigns with festive keywords and a stronger push to festive-specific styles & specific campaigns such as Metallic pants, leggings etc.
- Highlighted fabric comfort, fit, and versatility to match shopper intent.
- Add new styles regularly on campaigns with healthy inventory & remove the broken styles from campaigns.
7. Continuous Optimization & Governance
A disciplined optimization framework ensured sustained performance improvement.
- Daily budget caps are adjusted based on real-time campaign performance.
- Regular pruning of broken or low-inventory styles from campaigns.
- Added new styles consistently to maintain freshness and scale winning SKUs.
- Identified and paused margin draggers to protect overall ROI.
Results Achieved
The Flipkart marketplace strategy delivered a strong uplift across sales, efficiency, and conversion metrics between Apr’25 and Sep’25.
By combining smarter targeting, placement optimization, and category-led scaling, Go Colors witnessed accelerated growth with improved profitability and marketplace efficiency.
1. Sales & Revenue Growth
A significant improvement in topline performance was achieved through optimized ad execution and scale.
- Ad-driven sales grew by 132.8%, reflecting stronger demand capture through Flipkart Ads.
- Order volumes surged, with over 140% growth in September, driven by festive momentum and category expansion.
- Overall Result: Flipkart emerged as a high-growth channel for the brand, contributing substantially to incremental revenue.
2. Conversion Rate & Funnel Efficiency
Significant gains were observed in the conversion of traffic into purchases.
- The conversion rate improved by 349% over 6 months, indicating a sharp increase in buying intent.
- Better alignment of keywords, creatives, products, and inventory across campaigns and regular optimization enabled better efficiencies in campaigns & higher conversions.
3. ROAS & Cost Efficiency
Scale was achieved alongside meaningful efficiency improvements. Return on ad spend increased by over 50%, stabilizing at strong profitability levels even during scale.
4. Targeting & Campaign Mix Impact
A refined targeting approach unlocked incremental demand and new customer growth.
- Auto campaigns became the largest contributors to spend and revenue, outperforming manual setups.
- Generic keyword campaigns supported consistent scale and category visibility.
- Prospecting contributed the vast majority of revenue, with efficiency levels approaching retargeting audiences.
5. Category Performance & Diversification
A category-led strategy reduced reliance on a narrow set of products and enabled scalable long-term growth.
- Women’s categories, such as Ethnic Wear, Jeans & Leggings, and Formal Wear, showed clear share recovery.
- Girls’ categories, especially Active Wear and Jeans & Leggings, demonstrated strong year-on-year traction.
- Revenue contribution became more evenly distributed across multiple categories.
Key Takeaways
- Structured & Data led marketplace optimization drove scale: An Increase in 132.8% growth in Sales & 140% growth in orders over 6 months.
- Conversion efficiency became the biggest growth lever: Conversion rates improved by 300%+, highlighting the impact of tighter alignment between targeting, listings, creatives, and inventory health on buyer intent.
- Profitability improved alongside growth: Return on ad spend increased by 50%+, enabling profitable scaling even during high-volume periods.
- Auto campaigns emerged as the primary revenue driver.
- Prospecting delivered strong new-customer value: New-to-brand audiences accounted for the majority of revenue contribution.
- Category diversification reduced risk: Revenue contribution expanded across multiple women’s and girls’ categories, reducing dependency on a few bestsellers and improving growth stability by 30%+ across categories.
- Placement optimization maximized returns: Top of Search placements delivered the strongest outcomes, generating 70–80% higher efficiency compared to lower-intent placements.
- Marketplace maturity improved holistically: Overall sales grew by 80%+, orders increased by 100%+, and peak periods delivered multi-fold volume spikes, establishing Flipkart as a scalable, high-efficiency growth channel for the brand.