Patanjali to Launch Paridhan Pan India
Patanjali Ayurved is planning to launch its new apparel brand ‘Paridhan’ pan India. The brand will be launched next year and will have 250 EBOs in metros as well as Tier II and III cities. It would take about six to eight months for Patanjali to roll out these standalone stores. The Paridhan stores will sell three key brands: Aastha, Livfit and Sanskaar. They will include apparel across western and ethnic categories and will also house fashion accessories such as bags, belts and wallets.
Patanjali will begin with 3,000 stock keeping units and may scale this up going forward. It is also exploring the shop-in-shop model and negotiating with six to seven retailers for the brand. The company may explore tie-ups with players like Future Group, Shoppers Stop and several other domestic retail chains. Besides, it is also planning to form an alliance in the wholesale or cashand-carry space.