Yoga-guru-turned-entrepreneur Baba Ramdev recently hit the headlines and left us stunned with his gravity-defying beard and noteworthy yoga asana when he featured on the cover of India Today. Baba Ramdev has also been in the news as the face of Patanjali, a decade old brand that currently manufactures more than 500 FMCG products. And if you thought that Baba was happy and content with the successful brand that garners a sales revenue of over 5000 crore INR, you were mistaken. It took us by surprise when we learnt that the latest addition to the fashion world would be none other than Baba Ramdev with his line of ‘Swadeshi Jeans’.
On being questioned as to why he wished to venture into fashion and make jeans, which is a modern and western concept, Baba gave a smart and strategic reply. Ramdev said, "Just because I am a baba does not mean we cannot marry modernity with spirituality, we can make, let's say desi jeans."
Sure, why not?
In support of this thought, Patanjali CEO, Acharya Balakrishna acknowledged that the jeans were so popular that it was impossible for the Indian society to boycott them, however, the Paridhaan jeans will be Indianised in style, design and fabric.
“Our jeans for women will be loose so that they comply by Indian cultural norms and also comfortable for them. Indian families will find our swadeshi jeans concept very comfortable.”, says Acharya Balakrishna.
Now we love our tight-fitting-body-hugging jeans. But to each his own.
When probed on how this idea occurred to him, Baba Ramdev replied, “The idea (of the apparel brand) started with some followers asking me for Patanjali yoga wear. Then we thought ‘why not a whole range of dresses – Paridhaan – for everyone’? If we are fighting to bring economic independence for our country from multinationals by promoting indigenous and natural products, we should also be in the garments market.”
After this announcement, the Twitterati were extremely creative in their visualization for Baba’s upcoming Jeans line.
The Paridhaan line of jeans should be hitting the stores by the end of this year or early next year. What do you think, will the ‘Swadeshi Jeans’ receive a thumbs up or a thumbs down by the Indian youth?
-By Niti Desai