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Baba Ramdev's Patanjali to launch 'swadeshi jeans'
12
Sep '16
Patanjali Ayurved, run by yoga guru Baba Ramdev, is planning to launch a 'swadeshi jeans' range by end of the year or early 2017. The group will launch the Indianised jeans as there is great demand from youth. Although the name of the new jeans line is not yet announced, there are indications that it may be called 'Paridhaan', the Hindi word for garment.

Soon after unveiling jeans, the group has further plans to venture into office wear for both men and women, according to media reports.

The Patanjali group is also planning to go global. “We have already set up our units in Nepal and Bangladesh and our products have reached the Middle East and became popular in some of the countries, including Saudi Arabia,” Baba Ramdev told reporters in Mihan, near Nagpur, where Patanjali is setting up its unit on a 40-lakh sq ft area.

The unit in Mihan will be bigger than the group's existing unit in Haridwar. It will be set up at a cost of Rs 1,000 crore and will employ 10,000 to 15,000 persons.

Patanjali's factories concentrate on medicines and food products where perfect quality needs to be ensured, as these products are directly related to people's health. However, the company plans to outsource design and other work related to its apparel brand. Garment manufacturers in Ludhiana and other textile centres are likely to be considered for this option.

The Patanjali brand has more than 800 products, and last year the company reported a turnover of Rs 5,000 crore. By the end of the current financial year, the group has planned to achieve turnover of Rs 10,000 crore. (RKS)

Fibre2Fashion News Desk – India

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