If someone tells you that wearing Jeans ain’t good for your health and that’s it’s not a part of our culture, soon you might be able to counter them. Baba Ramdev, known for focusing on ‘swadeshi’ and ‘natural’ theme in his products are going to enter apparel industry with it’s all new clothing brand.
Patanjali’s clothing brand ‘Paridhan’ would manufacture in-house products, said Acharya Balakrishna, who is the second-in-command and Patanjali Managing Director and Co-founder. The company claims the jeans would make “women more comfortable”.
“Jeans is a western concept and there are two things we can do with western concepts. Either boycott them or adopt them but customise them to suit our traditions. Jeans have become so popular that they cannot be taken away from the Indian society. Swadeshi jeans will be Indianised jeans in style, design and fabric.” said Balakrishna.
see also: Patanjali cancels proposed Rs 6,000-cr food processing park in UP
A few other Paridhan products like bed sheets, yoga wear, sportswear etc too are all set to enter the market.
The company plans to open around 100 stores across metro as well as non metro cities and a separate team has already been tasked to manage it’s operations in Noida. It said that the jeans will be completely different in style and fabric than the contemporary ones, which are just imitations of Western trend.
It was a week ago that Baba Ramdev launched his WhatsApp rival chat app called Kimbho. Although it was reported that the app had multiple security flaws, it was downloaded over 3lakh times, thanks to the popularity of Baba Ramdev.
He is also planning to launch a Swadeshi – themed food chain to rival McDonalds, Dominos etc
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