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Case Code: MKTG399
Case Length: 8 Pages 
Period: 2018-19   
Pub Date: 2019
Teaching Note: Available
Organization : Patanjali Ayurved Limited
Industry :Food & Beverage
Countries : India
Themes: Marketing Strategy/Advertising & Promotion/Brand Strategy/Channel Strategy & Development
Case Studies  
Business Strategy
Human Resource Management
Leadership & Entrepreneurship

Paridhan: Patanjali`s Foray into Branded Apparel

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On November 5, 2018, the company introduced ‘Patanjali Paridhan’. The launch of the apparel brand was Patanjali’s ninth venture after ayurved, natural food products, cosmetics, personal care, cattle feed & bio-fertilizers, dairy products, frozen vegetables and packaged water.

The brand aimed at portraying the rich and varied heritage of Indian fabrics and sought to bring Indian fashion and styles back into everyday life to prove that Indian fabrics were best suited for the climatic conditions in the country.

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Patanjali left no stone unturned in promoting the Paridhan brand. It allocated a budget of Rs 10 million for advertising in Financial Year 2019. “We are going to go all out. Apart from digital, print, TV and radio, we are also trying to promote our brand in movie theatres,” Singh said...



The aim of Paridhan was to compete with multinational companies in the field. It faced a challenge in distinguishing itself in the Indian apparel market and making its products viable since the market of ready-to-wear and lifestyle brands was crowded with international apparel makers such as Adidas AG, Nike, Inc., Puma SE, and Levi Strauss & Co., among others....



Despite the challenges, industry experts predicted that with its foray into the apparel segment, Patanjali would take the competition a notch higher, as it had done in the FMCG sector. “Patanjali, today, is a name that has a place in almost every Indian household. The advent of Patanjali Paridhan should not be considered a late entry as it has just begun its journey. Basis the market research data, fashion and accessories are the second largest contributor to the overall retail industry, after food and groceries,” Singh stated..



Exhibit I: Performance of FMCG Companies in India (2016-2018)