With news of #Patanjali realizing its apparel dreams with 'Patanjali Paridhan' coming to fore, one can imagine what opportunity it is trying to tap in this category.
Its the big mass of loyal #customers who use patanjali ayurvedic medicines and FMCG products. Demographics - Everywhere, middle aged to old, across SECs. Psychographics - Faith in roots: be it ayurveda, swadeshi, religion, indigenous culture and so on.
What kind of #apparel will make sense? - All growing categories in apparel - Ethnic wear, athlesiure (read yoga wear), inner wear (closer to skin organics) and basic essentials in western wear.
#Brand Promise - Sasta, Shudh & Swadeshi.
"Clothing is Baba Ramdev's next big bet. His enterprise Patanjali — which has disrupted India's FMCG market — is set to enter the apparel business by May, The Ken reports (behind paywall). ‘Patanjali Paridhan’ will have 600-700 retail stores across the country in Tier 2 and 3 cities, though it has also partnered Big Bazaar’s fashion arm, FBB, for distribution. The products, priced at Rs 300-2,000, will compete with the likes of affordable fashion store V-Mart and FBB itself." - Linkedin News
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