The case is about Indian consumer goods company Patanjali Ayurved Limited’s foray into the apparel industry with the launch of its fashion arm, Patanjali Paridhan. The philosophy behind the launch of Paridhan was to leverage the brand value of Patanjali to provide a range of world class apparel for Indians. Targeting men and women across age groups, Paridhan offered denim, casual, ethnic, and formal clothes under the brands Livefit, Aastha, and Sanskar. With the aim of promoting the Indian traditional textile industry, Patanjali Paridhan focused on the concept of ‘Swadeshi’ or Indianness. To promote Paridhan, the company initiated an ad campaign that aimed at creating a movement toward embracing ‘Swadeshi’ fashion. Paridhan planned to make the apparel range available on e-commerce platforms, multi-brand outlets and the shop-in-shop stores, and also distribute through unorganized retailers across the country. Amid stiff competition from multinational brands, Patanjali planned to target smaller cities and semi-rural markets where the company’s brand value, pricing, and its ‘Swadeshi’ twist were expected to attract price sensitive consumers. But it remained to be seen whether the domestic brand would be able to carve out a space for itself and achieve its growth targets going ahead.

Marketing Case Studies | Case Study in Management, Operations, Strategies, Business Environment, Case Studies

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Issues

The case is structured to achieve the following teaching objectives:

	Understand the importance of digital marketing in reaching out to/connecting with the millennials.
	Understand how a home-grown apparel brand can compete with the established multinational brands in the market.
	Examine how campaigns are used to build brand awareness.
	Explore the growth plans of an apparel brand and the possibilities of its success amid stiff competition and changing consumer behaviour.

Contents

INTRODUCTION

BACKGROUND

PATANJALI PARIDHAN

THE ‘INDIANNESS’ CAMPAIGN

CHALLENGES

WAY FORWARD

EXHIBITS

Keywords

FMCG sector; Apparel segment; Patanjali brand; Brand consciousness; Paridhan brand; Indianness; Brand positioning; Unique selling proposition; branded apparel; advertising; promotion; rural markets

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