Patanjali enters apparels market with brand `Paridhan’
05 Nov 2018
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Yoga Guru Baba Ramdev-led Patanjali group has forayed into the branded apparel market with the indigenous brand 'Paridhan', projecting sales of around Rs1,000 crore by next fiscal.
Patanjali Paridhan, an apparel store with a range of clothes and accessories, was officially launched in New Delhi on the auspicious occasion of Dhanteras.
The showroom, with more than 3,000 varieties of men’s, women’s and kids wear opened at Netaji Subhash Place. The new range comes under three brands - `Livefit’, `Aastha’ and `Sanskar’.
Patanjali Paridhan will have with 3,500 variants of apparel, home textile, shoes and accessorises.
The Haridwar-based group plans to open around 100 outlets of Paridhan by the end of this fiscal and an expected network of around 500 stores by March 2020, mostly on franchise model.
The three brands - Livfit, Aastha and Sanskar—are targeted at customers across all age groups.
"This year, we would have a network of 100 stores ranging between 500-2,500 sq feet. We are aiming a turnover of around Rs 1,000 crore in the next fiscal," said Baba Ramdev.
He further added:"It would also be available online by next year. We are working on it."
While Sanskar would be a range of menswear, Aastha is a women's brand and Livfit would have a range of sportswear and Yoga dresses.
"Our target is to compete with multinational companies in this field such as adidas, Puma," he said adding the Paridhan range would be around 30-40 per cent cheaper and would target ordinary people.
The company may plan to have standalone store of its three brands, depending on the catchment area and availability of space, said K M Singh, who is heading the apparel business of Patanjali.
According to Ramdev, in textile industry, 90 per cent sales is through unorganised segment and the branded segment accounts only 10 per cent, in which there is hardly any Indian brand.
"We want ordinary people to feel proud of wearing domestic brand," he added.
Besides, Paridhan would have a range of artificial jewellery and wedding clothes which would be at least 40 per cent cheaper than rivals, he claimed.
Range of Patanjali jeans would start from Rs500, shirt (Rs500-1,700). Paridhan would have around 1,100 options along with 3,500 SKUs of menswear, womenswear, kidswear, denim and accessories.
The company is sourcing from 90 vendors across India and would encourage small and medium enterprises, Singh added.
Patanjali is already into segments like herbal ayurved, natural pure products, cosmetics, personal care, cattle feed and biofertilisers, dairy products and frozen vegetables and packaged water.
Patanjali, which had recorded multi-fold growth in the early years, witnessed only a marginal growth last fiscal hit by the implementation of GST, finishing at around Rs12,000 crore .
In 2016-17, Patanjali clocked a turnover of Rs 10,561 crore, registering 111 per cent growth.
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