Jeans are the most sought-after modern clothing for youths in India. The market for jeans has hugely expanded and today you can find Indian as well as international brands for jeans.
While there is already a huge demand for jeans in India, Patanjali has come up with its own Indianised version of jeans. The question however remains –
Will the youth of India (the majority of which is hooked to western outfits) accept Baba Ramdev’s swadeshi jeans?
Some of the major jeans brands in the Indian market today are as follows:
- Pepe Jeans London
- Flying Machine
- Numero UNO
Considering the popularity of these brands among the youth, Patanjali might need some time to catch up with these brands. However, there are some factors that make Patanjali jeans different from these brands.
USPs of Patanjali jeans
- Patanjali jeans is a swadeshi product (made in India).
- The materials used in Patanjali jeans are organic. The clothing is anti-bacterial.
- The target consumer of Patanjali jeans are the mid-income families which the major brands have failed to attract.
- People trust Patanjali products.
‘Patanjali Jeans’ vs ‘Foreign Brands’
Ever since the launch of the Paridhan brand, a lot of questions have been asked and speculations have been made about the reason behind the manufacturing of jeans by Patanjali. A lot of questions have also been asked regarding the quality and price of the products. Another question that most people are concerned about is whether Patanjali jeans will be able to beat the international jeans in India.
As Baba Ramdev, the brand ambassador of Patanjali had already stated that Patanjali is hell-bent in countering the growth of foreign companies in India, this is another step in standing up against the established foreign clothing brands in India. There is a sense of certainty that Patanjali jeans will be a huge success with the Indian consumer. However, there is no certainty as to how long it will take to replace foreign brands.
As far as product quality is concerned, a lot of positive reviews have come in from the people.
However, when asked if people would like to wear Patanjali jeans, the opinions were quite mixed. While some prefer not to part with international brands such as Levis and Wrangler for Patanjali jeans, others want to try out the swadesi jeans to find out if its worth it.
Will Patanjali jeans be able to compete with established international brands in the long run? Only time will tell.