After giving a tough one to the FMCG market, Baba Ramdev’s Patanjali Ayurveda will not shake up the apparel market. The company will be launching its clothing brand ‘Paridhan’ this year wherein they will manufacture apparels through an in-house third party, Patanjali MD and co-founder Acharya Balkrishan stated.
According to the MD, a team had already been formed in Noida to handle company’s apparel business. Whereas in addition to it, 100 exclusive stores will be set up in metros and non-metros across the nation. Earlier yoga guru Baba Ramdev had stated that nearly 3000 products including, kids wear, men wear, yoga wear, caps, bedsheets and accessories will be produced under this textile portfolio.
On the concept of producing ‘swadeshi jeans’ Balkrishan stated;
“Jeans is a western concept and there are two things we can do with western concepts. Either boycott them or adopt them but customise them to suit our traditions. Jeans have become so popular that they cannot be taken away from the Indian society. Swadeshi jeans will be Indianised jeans in style, design, and fabric,”
“Our jeans for women will be loose so that they comply with Indian cultural norms and are also comfortable for them. Indian families will find our swadeshi jeans concept very comfortable,” he said.
In the end, he also stated, denim jeans that people wear these days come from abroad or are manufactured in India by western companies. Moreover, they are all based on designs and cultural patterns of foreign countries. Which are not suited to Indian culture. Therefore their jeans will be similar to many Indian clothes. Which will make Indian women feel comfortable too,” Balkrishan stated.