Patanjali have signed MoUs with manufacturers who will come out with the products according to their specification.Patanjali is all set to launch its own brand of jeans and other apparel by April next year, said Acharya Balkrishna, the managing director of Patanjali.
Balkrishna hinted that the jeans and other products would be made using cotton and natural products, especially those produced in the country.
He said that they want to give the maximum benefit of their product to the farmers. Their products would be of good quality and low priced to be affordable for all sections of the society. Of course, it would have the swadeshi touch in it.
While global and Indian players selling jeans in the country have found brand loyalty among customers, Patanjali would have to come up with innovative products to appeal to buyers.
The multi-crore consumer goods empire set up by yoga televangelist Baba Ramdev plans to adopt a franchise model to sell its clothing line.
Other than using its wide network of Patanjali stores, Balkrishna said that the products would be sold at other retail outlets across the country, including Kishore Biyani-led Future Group's Big Bazaar with whom they have a tie-up.
The company is targeting at least Rs 5,000-crore revenue in the first year of its operation.
Balkrishna said that Patanjali might not be able to achieve the Rs 20,000-crore revenue target set for the current financial year. The changes that have taken place in the country is one of the main reasons.
According to Balkrishna, the purchasing capacity of people has come down after the GST and demonetisation.
However, the brand name to be used for the product line was not divulge by Balkrishna, but indications are that the company is working on a suitable name to align it with its swadeshi focus. Paridhan (meaning apparel) is one option.
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