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 eventually, Patanjali Paridhan will have outlets across India. On 16 January, the company will announce its partnership with Amazon, Flipkart and Myntra, detailing its plans to sell its FMCG products, and also apparel. The headquarters of this company has been set up in Noida, Uttar Pradesh, the most populous state in India.
Paridhan products will be priced in the range of Rs 300-Rs 2,000, which places it firmly in the entry-level to semi-premium segment. Here, it will not only compete with the likes of VMart, a fashion store that primarily caters to the entry-level segment, but also its own partner, FBB. In its run-up to the launch, Patanjali has also been poaching top talent from several retail companies in India. For instance, K N Singh from Creative Group joins the company as its executive director and CEO, and Anuj Goswami, the business and retail head of Killer jeans has resigned to join Patanjali Paridhan, among others. The company has reportedly hired a team of 50 fashion designers to design clothes for the brand.
An email with a detailed set of questions sent to Patanjali on 10 January did not elicit any response.
Made In India
According to several sources The Ken spoke with, Patanjali Paridhan has ambitious targets for the first year: a revenue of Rs 5,000 crore. You will do well to draw only limited parallels between Patanjali’s overnight roaring success, the FMCG business and its entry into apparel. Take a moment to understand. Typically, Patanjali has sported the nationalist badge for its FMCG and Ayurveda products. It has shunned all western influences. But apparel is unlike herbal shampoo. So the company will be launching both ethnic and western wear segments. Curiously, one of the things that the company will be playing up is “swadeshi” (Made in India) denim for women. Along with denim, Paridhan will spread out across categories—innerwear, fashion accessories, diapers, women’s sanitary needs, home textiles and even footwear. To put it simply, the entire gamut of clothing that you need on a daily basis.
If that’s ambitious, well that’s still not all of it. The company has bigger plans. Patanjali has its eyes on around 400 megastores across the country, which will not only have its FMCG products but also accessories and apparel.