Patanjali’s apparel category ‘Paridhan’ set to open 100 outlets this fiscal

Baba Ramdev’s brand Patanjali Ayurved’s apparel category ‘Paridhan’ is looking to open around 100 outlets by the end of this fiscal and has a network of around 500 stores by March 2020. Paridhan has three apparel brands, Livfit, Aastha and Sanskar, aimed at customers across all age groups. While Sanskar is a menswear range, Aastha is a women's brand and Livfit would have a range of sportswear and yoga dresses.

There may also be standalone stores for the three brands, with the entire range set to be available online by next year. Paridhan will also have a range of artificial jewelry and wedding clothes. The company is sourcing from 90 vendors across India and encourages small and medium enterprises. The sales target is around Rs 1000 crores next fiscal.

The target is to compete with multinational companies in the field. The Paridhan range would be around 30 percent to 40 percent cheaper and would target ordinary people. In the textile industry, 90 percent of sales are through the unorganised segment, and the branded segment accounts for only 10 percent, in which there are hardly any Indian brands.

Patanjali Ayurved, a brand run by Baba Ramdev, registered 111 percent growth in 2017. This is the ninth venture of Patanjali after entering into herbal ayurved, natural pure products, cosmetics, personal care, cattle feed and biofertilisers, dairy products, frozen vegetables and packaged water.