After a highly profitable business in his own brand of consumer products, yoga exponent Ramdev now has his eyes on jeans, women's and office wear. The new business line will be launched by end of the year or early next year. He also plans to start a line of office wear. According to some reports, the line may be called ‘Paridhaan’. According to Baba Ramdev, “Just because I am a baba does not mean we cannot marry modernity with spirituality, we can make, let’s say desi jeans”.
In 2015, Ramdev's Patanjali Ayurved launched his own brand of "healthy instant noodles" to compete with Nestle's Maggi, a household name in India. Priced at Rs 15, the 70-gram packet was said to be cheaper by Rs 10 from its immediate competitors.
According to Patanjali CEO Acharya Balakrishna, jeans are a western concept and there are two things we can do with western concepts, either to boycott or adopt them. Patanjali has decided to launch Indianite jeans to compete with foreign brands, to take the Indian economy and fight against foreign companies, as there is a great demand from the country’s youths. He said the jeans would be entirely made of cotton. It is claimed to be similar to Indian clothing, symbolizing the Indian culture and tradition. "Our jeans for women will be loose so that they comply with Indian cultural norms and are also comfortable for them. Indian families will find our swadeshi jeans concept very comfortable," the Patanjali CEO said.
Patanjali has established several units in Madhya Pradesh, Assam and Jammu & Kashmir to manufacture such jeans. Patanjali has also recently announced establishing a larger unit in Nagpur with a 40 Lakh Square Feet area. The investment will amount to Rs. 1,000 crore and it has the prospective to build job opportunities for 10,000 to 15,000 people in Maharashtra, alone. Few factories have even been opened outside India, mainly in Nepal and Bangladesh. If permission granted, Patanjali also plans to open such units in Afghanistan and even in Pakistan.
About a decade ago, the yoga exponent established Patanjali as a Private Limited Company selling products under the Ayurvedic medicine category. Today, Patanjali manufactures over 500 different products with a ‘specialisation’ in production of FMCG and is venturing into new business lines and models.