After creating huge disruption in the Fast Moving Consumer Goods (FMCG) Industry, yoga guru Baba Ramdev’s Patanjali is looking to foray into the fashion arena. The company will open 100 exclusive apparel stores across India by next year along with launch of e-commerce operations by the end of this year.
The new apparel range will also be available at leading online platforms like Amazon, Flipkart and Paytm.
Patanjali is also looking out to steup small stores in various cities. Patanjali Ayurved, promoted by spiritual leader Baba Ramdev launched Patanjali Paridhan in November last year with a store opening in New Delhi housing three sub-brands, which included a womens wear brand Aastha, Unisex sportswear brand Livfit and a menswear brand Sanskar. Its fashion arm offers around 3,000 products across these sub-labels.
According to a report in Financial Express, KN Singh, CEO, Patanjali Paridhan told the media house that small stores will stock only one of its sub-brands at a time.
For instance, a small store will only contain menswear, not the complete Patanjali Paridhan range. “We are gradually trying to promote sub-brands individually, but our exclusive brand outlets (EBOs) are aimed at building our brand,” Singh stated.
Patanjali also launched an ad campaign recently for its fashion range seeking to create a movement towards embracing and embodying Indian fashion.
The firm is entering into various retail distribution channel such as online retail, shop-in-shop mode, multi-brand outlets (MBOs), distribution through unorganized retailers and distributors.
Patanjali is has allocated an advertising budget of Rs 1 crore in financial year 2019.
The company will open over 500 Patanjali Paridhan stores in India and the clothes will be produced made with bamboo fibre and khadi will be made available, Ramdev told reporters at the launch of a new store.
The company also plans to soon increase the range of the clothes, he added.
Patanjali Ayurved has already started 20 Patanjali Paridhan stores in the country, he said, adding that the quality of clothes will not be compromised as over 100 specialists and professionals will be inspecting and taking care of the quality.