Patanjali
is almost making everything that is required in daily needs. Now, Baba Ramdev
wants you to move to 'Swadeshi' jeans, which will be similar to the Indian
clothing and in line with Indian culture and tradition.
"Jeans
is a western concept and there are two things we can do with western concepts.
Either boycott them or adopt them but customize them to suit our traditions.
Jeans have become so popular that they cannot be taken away from the Indian
society. Swadeshi jeans will be Indianised jeans in style, design and
fabric," Acharya Balakrishna told ET.
"Our
jeans for women will be loose so that they comply with Indian cultural norms
and are also comfortable for them. Indian families will find our swadeshi jeans
concept very comfortable," he further said.
Balakrishna
told that the jeans will be made up of pure cotton and since there is an
increasing demand of jeans in India, especially by women, this need was
acknowledged by Patanjali.
"Denim
jeans that people wear these days come from abroad or are manufactured here by
western companies. They are all based on designs and cultural patterns of
foreign countries. These are not suited to Indian culture. Our jeans will be
similar to many Indian clothes. This will make Indian women feel comfortable
too," he told ET.
"We
got this idea to manufacture swadeshi jeans because every year there is a lot
that Indians spend on buying jeans that largely come from big companies. We
want to make sure all the jeans we wear are home made," he said.
Patanjali
is already manufacturing more than 500 FMCG products and is now deciding to
step into the fashion business.
Ramdev had
announced his company will soon venture into the apparel market, making both
traditional and modern clothes for men and women as part of an ambitious
expansion plan.
He further
added Patanjali is committed to produce quality products and has sup research
and development units where about 200 scientists work, which has forced
multinational companies to come out with their R&D plans.
