Patanjali aims to be a disruptor in apparel segment with Paridhan

Hoping to be a disruptor in the country's organised apparel market, Baba Ramdev-led Patanjali has launched its clothing and apparels line Paridhan. The brand has launched three brands under the line, namely, Livefit, Aastha and Sanskar. The company is likely to launch a 360-degree marketing campaign for its clothing line.

The company has had muted growth in the last financial year as its revenues haven't grown beyond Rs 10,000 crore. The company was hoping to double the revenue but because of certain macro-economic factors and stagnation of its distribution points and brand appeal, Patanjali has been struggling to maintain the sales despite launching various different categories, including baby care.

Paridhan is the company's ninth biggest foray into a different category.

According to Patanjali’s spokesperson S K Tijarawala, the brand is hoping to open 100 stores by March next year and is eyeing around 500 stores by March 2020. Patanjali is also expecting Paridhan to do business to the tune of Rs 1,000 crore by the next fiscal.

Taking about their retail/distribution plan, Tijarawala said, “There will be two categories. We will have super exclusive stores which will range from 2,000-3,000 sq ft and these outlets will have our entire range. The second option is to have outlets that stock only one particular brand from our range. These will be the 500-800 sq ft stores.”

Sanskar will have an exclusive menswear range and Aastha will have an exclusive womenswear range. Livefit is the sportswear brand that will also include accessories.

Symbolic of all Patanjali products, the clothing line too will be cheaper than the other brands available in the market.

To top that, the brand has already announced a 25% sale starting from ‘Dhanteras’ and extending to ‘Bhai Dooj’.

According to Tijarawala, the brand will be leveraging both distribution and marketing of the new vertical.

“When it comes to clothing, it is true that masses are veering towards online. Therefore, we are also gearing up to bring our online mechanisms up-to-date. We are concentrating on digital on both distribution and marketing fronts because we understand the importance of online,” said Tijarawala.

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