Indian yogi and entrepreneur speaks about plans to launch a brand of jeans as Patanjali expands its avenues of businesses.
Baba Ramdev, the face of Patanjali, a company whose market share has been steadily growing, announced future plans of the company. It is a decade-old brand that currently manufactures more than 500 fast-moving consumer goods (FMCG) products and has now announced plans of producing clothes and shoes.
Swadeshi, a Hindi word that gained social significance during India’s struggle for freedom from the British Raj, was best epitomised by Gandhi’s appeal to the nation to banish British goods and instead turn to home-grown products.
Fast forward to today, Ramdev is cashing in on the sentiment of India-made goods for Indians; with the proposed swadeshi jeans supposed to cater to Indian tastes. Bringing back the debate on what is swadeshi and what isn’t, Ramdev asserted that these jeans would be in line with the “Indian culture and tradition”.
Ramdev said, “Swadeshi jeans will be launched by the end of the year or early next year. There was a great demand from the youth and, therefore, Patanjali decided to launch Indianised jeans to compete with foreign brands.”
Social media speaks on Swadeshi jeans
Twitter exploded with reactions to the news about the ideas of expansion for the brand.
— Harsh Goenka (@hvgoenka) September 11, 2016
Coming from a state where many leaders say chow mien & jeans lead to rape, it is quite forward of Baba Ramdev to include both in his brand.
— भारत माता की जय (@kanikagahlaut) September 12, 2016
Baba Ramdev presents 100% ayurvedic eco friendly Patanjali Herbal Jeans and shirts for men & women. Jai ho baba ki 🙏 pic.twitter.com/zbRrX4k3mJ
— Gautam Trivedi (@Gotham3) September 10, 2016
Debates have sparked around Patanjali’s marketing strategies, criticising it for rejecting the realities of the global market that marks the current economic order in the world. Plans of leaving a global footprint has resulted in rumours of tie-ups with companies across the world. But Patanjali has rejected the notion of succeeding only through collaboration with multinational corporations.
Patanjali’s phenomenal success has now been underlined by its CEO, Acharya Balakrishna, being named as one of India’s richest. According to the Hurun India Rich List 2016, Balakrishna is worth approximately USD 3.9 billion, making him the 26th richest man in the country.
With the launch of its jeans, apparel and shoe lines, Patanjali and its owners’ fortunes are likely to flourish further.