Sew on, sew forth

Market in his pocket: Baba Ramdev’s new billion-dollar idea

Patanjali looks at apparel. Both Indian and western. Sold all over India. But will it work?


Indian yoga guru Ramkrishna Yadav, popularly known as Baba Ramdev, is all set to launch his apparel brand, Patanjali Paridhan, in May 2018. It’s delayed by a month though, according to employees within the company, distributors and analysts tracking the segment.

As part of his launch strategy, Ramdev has tied up with Big Bazaar’s fashion arm FBB as one of the brand’s primary distribution partners. He will also open 600-700 retail stores across India as franchises in tier 2 and 3 cities. The launch, currently, is limited to the north of the country. But…

To access this post, you must purchase Monthly Recurring or Quarterly.

Read the full story. Subscribe to Premium.

Why subscribe? Let us explain.

Already Registered?

Related stories

More stories in /Business & /Reportage

See all in Business & Reportage

This story is for subscribers only.
Subscribe or Log In

Read the full story. Subscribe to Premium.

Why subscribe? Let us explain.

The selected story is available only for paid subscribers. Might want to change your mind!


You will be automatically subscribed to our widely-acclaimed daily story emails. You can also unsubscribe any time.

Already Registered?


What is The Ken?

The Ken is a subscription-driven media site. We write one story a day (weekdays only). These stories have sharp, original insights on technology, business, science and healthcare from India.

Why do I have to sign up to read your stories?

Our stories are not free. Well, some select stories are. But, a significant part of what we write at The Ken is for subscribers only. We put in a lot of effort and resources in writing our stories and believe that you must pay for good journalism.
Hence, our three plans. 1) The annual membership
2) The free sign up
3) The recurring quarterly subscription

On journalism and why you should pay for it, if you haven’t already seen it, here’s a great explainer from John Oliver.

So, one must pay for journalism?


How many stories will I get if I take an annual membership?

200+ stories.

And, in the free sign up?

Four stories every month.

Do I get a refund?

We allow you to sample our journalism for free before signing up, and after you do, we stand by its quality. But we do not offer refunds.

I am not getting my daily emails. Do I have to whitelist emails from The Ken?

An added benefit of your subscription (free/paid) are the daily personalised emails. These emails, at times, might end up in your spam/junk folder due to emojis, attachments or images. In case you’re not receiving these emails, it might help to whitelist us. If the problem still persists, write to us at [email protected].

Why am I unable to access the archives?

Full and unrestricted access to our archives is a feature of our annual membership.

My payment is not going through, what can I do?

Please write to us at [email protected] detailing the payment error or queries.