Will Patanjali Take The Pants Off MNCs With His Swadeshi Clothing Line-Up?

Paterniano Del Favero
Agosto 3, 2017

The herbs company by the yoga guru has set an ambitious target of Rs 21,000 crore for the next FY in comparison to its Rs 10,561 crore financial turnover previous year. "We'll start with woven clothes, knitwear and machine-made apparel, including denims", said spokesperson S.K. Tijarawala.

According to the report, there will be value-for-money apparel for budget buyers and clothes that will have "snob value".

He further added, Patanjali is working on a suitable brand name linked with its "swadeshi" agenda.

All set to hit the market in April 2018, the apparels can be found in 250 exclusive retail outlets across the country.

Developing on the existing partnership between Patanjali and business tycoon Kishore Biyani's Future Group subsidiary, Big Bazaar, products from the new venture will be available across the latter's countrywide retail stores. The company, according to what Tijarawala told the financial daily, may also look at reaching customers through outlets managed by the state-run Khadi and Village Industries Commission.

Ramdev's Patanjali has made him the 25th richest person in India with Rs. 25,600 crore of wealth.

Besides, we will have arrangements with apparel makers, and we will set up our own manufacturing units for making clothes.
As reported in July, the Patanjali Group has chose to enter the private security business.

"Extending brands beyond core is always challenging", said Rajat Wahi, partner, management consulting at Deloitte India. But the company (Patanjali) has shown strong marketing acumen before and has its own fan following, which may be helpful.

We may have more than one brand.
It also recently tapped into the private security market with its Parakram Suraksha Pvt. Ltd.

The Indian fast moving consumer goods (FMCG) giant garnered a whooping 15 crore views on You Tube by June while searches for Patanjali products on Google scaled up 11 times in the past four years and three fold over the past three years.

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