| On November 5, 2018, Indian consumer goods company Patanjali Ayurved Limited (Patanjali) forayed into the apparel segment through its fashion arm, Patanjali Paridhan (Paridhan). Under Paridhan, the company offered products such as jeans, yogawear, sportswear, clothes for men, women and kids, accessories, and footwear. After disrupting the fast-moving consumer goods (FMCG) sector which it had entered with the launch of Patanjali Ayurved Limited in 2006, Patanjali was looking at making an impact on the apparel market in the country with its Paridhan brand. According to the company, the objectives behind the launch of Paridhan were to promote ‘Swadeshi’ (Made in India) clothing, bring Indian dressing into vogue, and increase the company’s appeal among the youth...
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PayPal (5 USD)
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