Ramdev to launch yogawear under Patanjali brand

Ramdev's Patanjali institute is set to launch a line of yogawear, healthy drinks, babycare and beauty products among others under the brand umbrella.

The company that aims to be Rs 5,000 crores entity this year, will launch yogawear label Vastram made of khadi. Ramdev says, MNCs have misled consumers in India and his company wants to compete with them with its own products that come with the goodness of Ayurveda and are priced affordably. He is banking upon the affordability factor and his company’s expertise in traditional methods of manufacturing.

Apart from selling Patanjali brand products through more than 5,000 Patanjali Chikitsalaya and Arogya Kendras, the company has also tied up with Reliance Fresh and Big Bazaar retail outlets to expand its reach. Through its exclusive marketing model, Patanjali has roped in ad agencies such as Mudra to create low-budget campaigns and stars like wrestler Sushil Kumar are working as brand ambassador for no fee.