Baba Ramdev-led Patanjali Ayurved on Monday entered the apparel sector with the launch of the flagship store of Patanjali Paridhan. The company hopes to now take on international companies like Adidas, Nike, Puma and Levi’s among others through Paridhan.

Baba Ramdev said that the company hopes to have 100 stores operational by the end of this fiscal year and further expand it to 500 by end of March 2020. The company also working towards making the brand available online by next year.

While the first outlet is a company-owned store, the company will adopt a franchise model for expansion of the stores. “We expect Patanjali Paridhan to be a ₹1000 crore business by the end of the next fiscal year,” he added.

“We believe this will provide a boost to India’s domestic textile industry which is facing many challenges,” he said adding that the Patanjali Paridhan will give strong competition to international brands by offering consumers good quality products which are priced 30-40 per cent lower than other brands.

Patanjali Paridhan will offer a wide range of apparel and accessories with 3500 SKUs such as jeans, yogawear, sportswear, womenwear, kidswear, menwear, shoes, accessories, footwear under three brands- Livfit, Sanskaar and Aastha. The range includes clothes designed for wedding and festivals besides artificial jewellry and home furnishings.

“We don’t have a Swadeshi brand which has a strong presence across all segments in the textile sector. We hope Patanjali Paridhan will inculcate a feeling of pride among Indian citizens,” Ramdev said.

Talking about expansion of stores, Ramdev said that store size could range from 500 sq ft to 2000 sq ft and the company will also look at possibilities of opening separate stores for each of the three brands.

KM Singh , who is heading the operations of Patanjali Paridhan added that the company is sourcing these products from over 90 vendors across the country and has an in-house team of designers.

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