Patanjali, as a brand, has been well known for its Ayurvedic products. With accelerated growth in the FMCG sector, the brand has expanded into various industries as an attempt to demolish the MNCs from India.
Under the guidance of yoga guru Baba Ramdev and Acharya Balakrishna ji, Patanjali has now taken the initiative to explore the Indian apparel market.
This could be a game-changer in the Indian retail clothing industry.
What is Patanjali Paridhan?
There has been a lot of buzz around Patanjali Ayurved’s entry into the apparel industry in India. So, what exactly is this brand and what is the motive behind launching an apparel unit by a company which has been manufacturing Ayurvedic and FMCG products?
Patanjali Ayurved has been a fast-growing company for the past few years. After having started with Ayurvedic products and eventually moving on to FMCG products, it has given a tough competition to the top companies in various sectors.
The reason behind the diversification of the Patanajli product portfolio into the apparel sector is simple – Patanjali wants to set a benchmark by making India a hub for manufacturing swadeshi products and forcing the foreign brands to move out of the Indian market.
To make this happen, Patanjali has decided to sell high-quality apparel products in the Indian market at an affordable price. As a result of Baba Ramdev’s clear-cut vision and the efforts put in by the Patanjali team, Patanjali’s apparel brand has found its way into people’s home.
At the launch of Patanjali’s first clothing outlet on the occasion of Dhanteras, this is what Spokesperson of Patanjali Ayurved Limited, SK Tijarawala told the press:
“From coat to langot (loincloth), jeans to Indian kurta-pyjama and sarees, every attire of the Indian culture would be available here.”
What are the products and brands offered by Patanjali Paridhan?
As Patanjali’s first attempt at driving the company towards the retail fashion market, Patanjali Paridhan has been launched with three sub-brands namely, LIVE-FIT, Aastha and Sanskar.
With 3500 varieties of apparels, home textiles, shoes and accessories themed with the Indian tradition, the company aims to strike a chord with the general Indian consumer. Given the fact that Baba Ramdev already has a huge following in the nation, it is very likely that most of these products are going to be readily accepted by a majority of the Indian masses. However, there still might be a question in your mind – what about the Patnjali jeans?
Patanjali Paridhan is launching three brands – Aastha, Sanskar & LIVE-FIT today with 3500 variants of Apparal, Home Textile, Shoes & Accessorises. Join live on various TV channels at 12 noon today or join at NSP Pritampura, New Delhi pic.twitter.com/X9p730PAb1
— Swami Ramdev (@yogrishiramdev) 5 November 2018
Will people wear Patanjali jeans?
Durability and price are factors that are taken into consideration before making any product purchase. “Style statement” is another term that is popular with the youth in India when shopping for clothes.
While there are people in India who want to try out the swadeshi jeans, most of the youth do not want to replace their love for foreign brands for Baba Ramdev’s product.
Patanjali firmly claims that their Indianised jeans is entirely different from the western brands.
According to Acharya Balakrishna, unlike the clothing brands from the west, the design and outlook of the Patanjali jeans are suited for the Indian culture. The so-called “swadeshi jeans” is launched as a competitor for major brands like Pepe jeans, Wrangler, Calvin Klein and Levis.
Now, it’s entirely upto the consumer if they want to buy a product which is popular and overpriced or a product that is good in quality and price-friendly.
Will Baba Ramdev’s brand be able to compete with the foreign brands?
The Indian fashion market is currently dominated by western fashion brands.
Patanjali’s apparel brand aims to take over the majority of market share with its products ranging from modern clothing such as jeans and T-shirts to kidswear and sportswear.
After having dominated the FMCG sector of the Indian market, Baba Ramdev and Acharya Balakrishna are geared up to diversify their product portfolio through swadeshi apparel stores across the country.
Considering the popularity of Baba Ramdev, Patanjali does seem to have the potential to lock horns with the foreign brands in the Indian apparel market.