Patanjali Paridhan Is Patanjali’s 1st Clothing Outlet – Buy ‘Sanskari’ Jeans For Rs 500!

Finally, it has happened. India-born FMCG and Ayurved medicines company Patanjali has launched its first clothing store in India.

Called as Patanjali Paridhan (Paridhan means dress in Sanskrit), their first clothing store has been launched in New Delhi’s Netaji Subhash Place, a big business hub in North Delhi.

Buy Sanskari Jeans For Just Rs 500!

As per available information, there will be three sub-brands under Paridhan’s umbrella brand: LiveFit, Aastha and Sanskar.

While Livefit will be targeted for me, Aastha will cater to females and Sanskar will be a brand for kid’s clothes.

As per a report by IndiaTV, fully ‘sanskari’ (traditional) jeans would be sold for Rs 500. As per Baba Ramdev, who launched this outlet, the jeans would look like ‘branded’ jeans, which are sold for Rs 5000 normally.

Baba Ramdev Wants To Beat ‘Foreign Brands’

The vision behind launching a dedicated clothes brand by Patanjali is ‘defeating foreign brands’ in India.

Before the launch, Baba Ramdev said, ‘Patanjali Paridhan’ with several products ranging from jeans, ethnic wear to accessories will be launched this Dhanteras to counter foreign companies,”

Dhanteras is today, November 5th, which falls two days before Diwali. Buying new clothes utensils, appliances etc are considered as auspicious on this day.

Way back in 2015, we had reported that Patanajli will launch their own clothing brand, whose speculative brand name was Vastram that time.

As per reports, Bana Ramdev was pretty confident of giving a tough fight to established brands like Levi’s, Nike, Adidas etc, and provide cheaper, better quality ‘branded’ clothes to Indians.

In 2016, in an interview, Baba Ramdev also claimed that Patanjali will soon create their own Swadeshi underwears and sportswear.

Now, it is not sure whether Patanjali Paridhan will offer underwear and sportswear or not.

Patanjali’s FMCG Growth Slowing Down?

In the last few months, Patanjali’s ads have almost disappeared from TVs. While last year Patanjali had beaten Hindustan Unilever and Reckitt Benckiser (makers of Dettol), ITC and others to become #1 spender of TV ads.

This year, during the first half of 2018, they dropped to 10th position in terms of spending on TV ads. (data from TAM Media Research)

While last year they occupied 25,000 spots of TV ads, this year, they were present on 16,000 spots only.

As per Acharya Balakrishna, CEO and co-founder of Patanjali, they have intentionally reduced the spending on TV ads, and very soon, they will come back with a bang.

He said, “Our advertisement budget will remain the same. Once we have sorted out the supply chain issues, we will press the accelerator and put all our rivals behind in ad race once again,”

In July this year, reports came in that Patanjali has failed to pass on GST benefits to the customers, on the sale of toothpaste, shampoo, shaving cream, cosmetics and other items. An investigation by the Director General of Anti-Profiteering (DGAP) has been done, and the report will be sent to National Anti-Profiteering Authority (NAA).

Some sources claim that GST benefits to the tune of Rs 150 crore have been withheld by Patanjali.

We will keep you updated, as more details come in.

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