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Style war: Indian companies dress up to take on Patanjali's sanskari brand

Experts say Ramdev co-founded company could first target close competitors to succeed the way he did in the FMCG sector

Ramdev at the launch of Patanjali Paridhan store in New Delhi earlier this week. Photo: Twitter
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Ramdev at the launch of Patanjali Paridhan store in New Delhi earlier this week. Photo: Twitter

Viveat Susan Pinto Mumbai
At Rs 500 for jeans and T-shirts, Patanjali’s foray into apparels may land up hitting domestic players more than foreign brands, top retail experts and apparel industry executives have said.

On Monday, the Ramdev co-founded company launched a swadeshi apparel store called Patanjali Paridhan in New Delhi, saying it would sell men’s, women's and children’s wear under the Livefit, Aastha and Sanskar brands, targeting a turnover of Rs 10 billion and a footprint of at least 200 stores in two years.

“The apparels segment is not an easy business to crack,” said Arvind Singhal, chairman, Technopak, a retail consultancy based

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