Patan­jali to Launch Parid­han Pan In­dia

Apparel - - MARKET WATCH -

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.

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