Patanjali Ayurved enters branded apparel segment with 'Paridhan'

Patanjali Ayurved has entered into the fast-growing branded apparel segment through its brand 'Paridhan'. Yoga guru Baba Ramdev-led company is expecting a sale of around Rs 1,000 crore next fiscal from this segment.

Patanjali's Paridhan offers apparel under the brands Livefit, Aastha and Sanskar. Livfit would have a range of sportswear and Yoga dresses while Sanskar and Aastha would be a range of menswear and women' brand, respectively.

Haridwar-based Patanjali Ayurved is planning to launch around 100 outlets of Paridhan by the end of this fiscal. The firm will expand the store count to 500, mostly on a franchise model, by end of March 2020

Baba Ramdev said, "This year, we would have a network of 100 stores ranging between 500-2,500 sq feet. We are aiming a turnover of around Rs 1,000 crore in the next fiscal."

"Our target is to compete with multinational companies in this field such as Adidas, Puma. The Paridhan range would be around 30-40 per cent cheaper and would target ordinary people," Ramdev added.