If after a few months you find the store next to you stacking clothes from the brand Patanjali Ayurved, don’t be surprised, for the yoga guru-turned-business tycoon is all set to launch his range of branded apparel. This decision comes after the brand ventured into, and achieved quite a raging success in, medicines, food and even cosmetics.
However, the twist in the tale is that Ramdev’s Patanjali Ayurved Limited is all set to create a niche for them in the clothing industry by coming up with a “swadeshi” line of clothes for women, men and children by April 2018. According to his spokesperson S.K. Tijarawala, the sales target for the first year is Rs 5,000 crore:
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 denims.
While ‘Paridhan’ is one of the suggested names for the brand that keeps with the swadeshi agenda, Patanjali is also looking forward to some other prospective brand names as, according to Tijarawala,
We may have more than one brand.
All set to hit the market in April 2018, the apparels can be found in 250 exclusive retail outlets across the country. Apart from that, the clothes will also be sold at other apparel retail outlets, such as Big Bazaar. Tijarawala also said that Patanjali may also seek the assistance of the Government to be able to sell the products at the Khadi and Village Industries Commission (KVIC) outlets. As per data, there are over 15,000 KVIC outlets across the country.
As of now, Big Bazaar has already tied up with Patanjali to promote, market and sell the latter’s products across all of its outlets in 243 cities. In fact, reports also suggest that Ramdev has teamed up with a few handloom weavers from Northern India as well.
Tijarawala, reluctant to share much detail about the investment, has been quoted saying:
Besides, we will have arrangements with apparel makers, and we will set up our own manufacturing units for making clothes.
With this launch, Patanjali is all set to venture into a market that is projected to grow over 9% every year till 2022 from about Rs 2 trillion in 2012, according to a 2013 report by retail consulting firm Technopak. According to Rajat Wahi, partner, management consulting at Deloitte India:
Extending brands beyond core is always challenging. But the company (Patanjali) has shown strong marketing acumen before and has its own fan following, which may be helpful.