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Sri Sri ahead in apparel category race with Baba Ramdev, launches Byogi

Patanjali has been discussing and speaking about its upcoming apparel brand Paridhan for close to a year now, though the launch has been getting postponed

Getting ahead of Baba Ramdev’s Patanjali in the apparel category, Ravi Shankar’s Sri Sri Tattva has launched its ethnic wear lifestyle brand ‘Byogi’. The two companies compete with each other in multiple categories of ayurveda – medicines, supplements, food products, personal care products, home care and cleaning products as well as incense and fragrances for home and personal use and even in practising yoga. Patanjali had also announced that Paridhan, its apparel and accessories brand will be launched by the end of 2018.

Byogi offers a range of ethnic wear, yoga wear and accessories for men, women and children. The brand endeavours to bring a line of quality clothing at very attractive price points. While Byogi line will presently be exclusively available on www.srisritattva.com and its mobile applications for delivery across India, Patanjali plans to launch Paridhan with 100 exclusive offline stores.

According to a news report, the Indian textiles industry sits at close to US$ 120 billion and is projected to touch US$ 230 billion by 2020, growing at a CAGR of 11.8% (source mentioned as Indian Brand Equity Foundation (IBEF)).

Byogi will also look to expand its online and offline retail footprint by tying up with online majors in the space as well as multi-brand retail players across the country this year. The brand will also establish its own stores in key cities beginning with Bangalore. 

"For Sri Sri Tattva, working on Byogi is something that has been close to the heart. Our presence in the space complements our goal to bring high-quality products in the space of health, wellness and lifestyle. We have always been passionate about values of our ancient culture be it through the benefits of the science of ayurveda, promoting yoga and meditation and even traditional art and design. Making the best available to as many consumers as possible will now also reflect in our offerings through Byogi. With this launch we are excited to cater to the growing demand for ethnic wear, yoga wear and eco-friendly products using jute," said Tej Katpitia, CEO, Sri Sri Tattva.

The Byogi range will begin from Rs 299 onwards.

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