After creating a new wave in the country with his Ayurvedic products, Baba Ramdev is ready to foray into the branded garments market with his new ‘swadeshi’ clothesline.
Baba Ramdev, who is often given credits for offering homegrown products at affordable prices, is ready to venture into the world of branded apparel by April 2018.
The ‘swadeshi’ line of clothes will be available for men, women and children and aims to target Rs 5,000 crore in its first year. “Patanjali will have different products in each category—value-for-money clothes for the masses and apparel that would have the snob value meant for the classes. We’ll start with woven clothes, knitwear and machine-made apparel, including denim,” said spokesperson S.K. Tijarawala.
‘Paridhan’ is a name that may be on the cards for Patanjali’s exclusive branded-wear. Tijarawala also said that the company may launch more than one brand.
The brand will be made available across 250 exclusive retail outlets next year. Moreover, it will be available at Big Bazaar stores also, with which Patanjali already has a tie-up. It may also consider selling the apparels through state-run Khadi and Village Industries Commission (KVIC).
Patanjali has already made arrangements with a few hundred handloom weavers in northern India. “Besides, we will have arrangements with apparel makers, and we will set up our own manufacturing units for making clothes,” Tijarawala told Livemint.
Patanjali has evolved from a brand offering Ayurvedic medicines to one that houses every possible thing one uses in their daily lives. It also recently tapped into the private security market with its Parakram Suraksha Pvt. Ltd.
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