New Delhi: Patanjali Ayurved is all set to enter the apparel market and by the end of the year might launch its clothing brand ‘Paridhan’. Patanjali’s entry into the apparel market will take the competition to another level just as ‘Patanjali Ayurveda’ took competition in FMCG sector. In a TV interview, Acharya Balkrishna, MD & Co-founder, Patanjali said that apparels would be manufactured in-house via a third party.
Balkrishna informed that 100 exclusive stores of Patanjali ‘Paridhan’ will be opened in metros as well as non-metros and a team would be constituted in Noida to handle the apparel business.
Notably, Baba Ramdev, founder of Patanjali, had told earlier itself that the apparel portfolio of Patanjali will include kidswear, yoga wear, sportswear, caps, shoes, towels, bedsheets and accessories. The total product range would be around 3,000.
Although, all eyes of the fashion freaks will be on jeans by Patanjali ‘Paridhan’. It has been claimed by Patanjali that the jeans would be adapted to Indian conditions.
Around two years back, Balkrishna told media that since jeans is concept taken from west so we can either boycott it or adopt it by customizing it to suit our traditions. He said that jeans can’t be taken away from the Indian society because of its popularity. Swadeshi jeans will be Indianised jeans in style, design and fabric.
He further added that Patanjali jeans for women would be loose so as to comply to Indian cultural norms as well as they are comfortable. Our concept of swadeshi jeans will be comfortable for the families too.
“Denim jeans that people wear these days come from abroad or are manufactured here by western companies. They are all based on designs and cultural patterns of foreign countries. These are not suited to Indian culture. Our jeans will be similar to many Indian clothes. This will make Indian women feel comfortable too,” he said.
After giving sleepless nights to FMCG giants such as Hindustan Unilever, Nestle and Colgate, Patanjali will now lock horns with big apparel brands such as Levis and Wrangler, if its modified jeans catch on with the youth.