Yoga Guru Baba Ramdev who is known for endorsing indigenous or ‘swadeshi’ products, often despising the westernization of Indian culture has launched one of its kind ‘sanskaari ripped jeans’.
Elucidating on how a attire like jeans would be ‘sanskaari’, Baba Ramdev explained that the jeans, which is ripped just enough to be sanskaari is neither a millimeter less nor a millimeter more ripped, so as to keep the Indian-ness of men and women intact!
Ramdev who rose to popularity for giving Ayurvedic or herbal solutions to a plethora of human body problems had struck a channel with the Indian customers.
In Baba Ramdev’s ‘Patanjali’ outlet someone can easily get aloevera gel for skin allergies, amla juice for flushing out toxins, giloy vati for building up blood-cells were just the starting for soon-to-become a large commercial brand labeled as ‘Patanjali’.
Meanwhile, the famous Indian Yoga Guru inaugurated Patanjali’s first apparel store named ‘Patanjali Paridhan’ in New Delhi recently. In the 4000 sq ft store you will get everything from the ‘saffron langots’ to ‘ripped jeans’.
While the idea of developing hand woven ripped jeans into a commercial market had already raised many of the eye-brows, Baba said that “Patanjali’s ripped jeans are more sanskaari than Zara’s”!
Many of even raised a question that “Will Baba’s Patanjali Paridhan tagged ripped jeans compete with Levis?”
In that case, we have learnt, some of the buyers are ready with their honest answers, as they said, “Ripped, slim-fit or torn, the Indian consumer will throw it away if it becomes a rag after one wash, which doesn’t happen with Levi’s product and the Indian consumers will continue to wear Levi’s just because of its comfort, quality and fitting.”
Further, some of them even commented that brand value and consumer habits takes time to change and which is undoubtedly true! The only product differentiation that Patanjali is offering is of it being ‘swadeshi’, the product which has even torn effect. But there are swadeshi (local manufactured) jeans that Indians have been wearing ever since jeans became fashion”, they added.
So, now the question comes ‘Who will wear the Patanjali brand jeans?’
Some of the fashion-conscious says, “Simple, the desi consumers who usually opt for cheaper, local and non-branded products. Now they will have the option of wearing Patanjali brand jeans from a glossy store!” So, there is possibility of killing the local manufactured jeans’ market.
Baba Ramdev’s Patanjali Paridhan jeans aren’t actually competing with Levi’s at all. If someone is making a similar product that doesn’t mean they are vying for space in the exact same market– price points, target demographics, marketing and brand value, among a myriad of other factors, determines the space someone will occupy in a competitive marketplace and that is fuelled by product differentiation.
‘Sanskaari ripped jeans’ stand as symbols of a ‘swadeshi’ #throwback — evoking in their branding a sense of nationalistic pride for domestic, home-grown production. In the current state, Baba Ramdev is cool for a vast number of people led by ‘majoritarian’ thinking. Levi’s, meanwhile, continues to be reserved for those still nursing a colonial hangover.
‘Sanskari ripped jeans’ would soon hit the heart of Delhi and the point is the product is in no way indigenous in its prices. A pair of a jeans and two t-shirts cost Rs 7,000 but was being sold at a nominal price of Rs 1,100 during the festive season, tweeted Baba Ramdev.
Let’s don the ‘Swadeshi Gaurav’. Get these three Patanjali Paridhan products (1 Jeans 👖 & 2 T-Shirts👕) worth Rs 7000 in only Rs 1100 in this festive season. Join our Swadeshi movement to end the loot of multinational companies 🙏 pic.twitter.com/EGbEdmtX87
— Swami Ramdev (@yogrishiramdev) November 5, 2018