Homegrown apparel brand Patanjali Paridhan, backed by yoga guru cum entrepreneur Baba Ramdev aims to integrate technology and fashion together, to offer globally competitive merchandise at affordable rates. The brand, which has three sub-brands under its umbrella, namely: Astha, Sanskar and Livfit, aims to be a one-stop shop for consumers.
One of Patanjali Paridhan’s major aims is to aid employment opportunities for people below the poverty line in India and elevate their living standards. This will help the brand to convert a larger section of the population into prospective future customers, thus promoting the concept of ‘Fashion for all’.
An aggressive entry into the market with state-of-the-art fabric specifications enables Patanjali Paridhan to leverage its position in the domestic market with a bullish stride. The brand also aims to boost traditional handlooms by encouraging consumers to purchase domestic brands to decrease their dependency on international products.
The brand is competitively priced without compromising on quality and fashion trends. Men’s shirts are priced between Rs 699 to Rs 1,499, cotton trousers range from Rs 1,299 to Rs1,999. In womenswear, the Indo-western range starts from Rs 399 and goes up to Rs 1,999. The brand tries to exceed existing industry benchmarks by incorporating bamboo fibers within its fabrics, along with antimicrobial and moisture-wicking immersions at reasonable rates.
Making eco-friendly, safe products
Patanjali Paridhan operates on a set vendor matrix plan to outsource its products across various categories. It takes adequate steps to ensure the right set of vendors are associated with the brand, including, verifying their SOPs and buyer base, delivery commitments, social compliance and financial capability.
Not only are all products of the brand nickel-free, but its garments, except ethnicwear, are also Azo-free, APEO-Free and NEEO-free. Even its fashion jewelry range is nickel, lead and cadimum-free. Furthermore, the brand’s AQL level hazard for the body is zero, with major 1.5 and minor-4 per cent defects.
Offline and online retail expansion on the anvil
The brand, whose expansion plan is based on the franchise model, aims to open 500 stores pan India in the coming months, including Tier-I, II cities. These stores will be operated on three types of business models: 800 sq. ft. stores for smaller cities which would initially house one sub-brand; 1,200-1,500 sq. ft. stores, where all brands will be featured but shelf area will be limited; and 2,000-3,000 sq.ft stores which will house the complete range of Patanjali Paridhan products.
Apart from its physically operated stores, Patanjali Paridhan will also retail via e-commerce channels including Amazon and Flipkart, post launching its own online platform. It believes that all online retailers need to take a sustainable path and move forward.