Patanjali is looking to launch 100 Paridhan across India in the next 12 to 18 months. Simultaneously, the company will make the apparel range available on e-commerce platforms like Paytm, Flipkart and Amazon.
Paridhan was started in November 2018. The brand's maiden apparel store is in New Delhi, which houses three sub-brands including a men’s wear brand Sanskar, a women’s wear brand Aastha and a unisex sportswear brand Livfit.
Besides exclusive brand outlets, Patanjali will be opening small stores, ranging from 800 sq ft to 1000 sq ft in multiple cities. The company is eyeing varied retail channels like multi-brand outlets, the shop-in-shop model, distribution through unorganised retailers and distributors, online retail, as well as institutional business, through which it can buy in bulk.
Currently, Patanjali Paridhan has eight operational outlets. These outlets are located in New Delhi, Berhampur, Haridwar, Meerut and Aurangabad. The company is aiming to have 20 operational stores by the end of 2019. It will cover stated such as Jaipur, Agra, Patna and Nasik.