Babas in India are having a field day. Sri Sri Ravishankar has jumped ahead in the fray for the apparel sector and has come out with an in-house apparel brand BYOGI from the stables of his consumer goods venture titled Sri Sri Tattva. The market watch was in fact, for Baba Ramdev’s Patanjali brand launching its apparel wear. The announcement for the project was made three years ago in 2015.
Sri Sri’s brand of apparel has planned to cash in on the media hype generated by the current government’s infatuation with yoga and yoga related activities. In wake of this, the brand introduces ethnic wears, yoga wears and other accessories like mats. Sri Sri Tattva, the launch pad for the brand has made its debut in the apparel business in Bengaluru.
According to Tej Katpitia, Chief Executive Officer (CEO) Sri Sri Tattva, “Plans are open to set up 80 stores in different tier-1 metro cities, latest by March 2019. He further said, “The first 25 stores could be company-owned, for the rest we have to look beyond. We are also in talks with large format retail chains”. Besides marketing its apparel wear Sri Sri Tattva also plans to target customers with personal care products that are generated by the ancillary industries for Yoga.
At present, the Sri Sri Tattva firm has established tie-ups with firms in Rajasthan and Gujarat for the procurement of apparels on a large scale. “In addition, a pilot project is underway in Karnataka, where we have roped in rural women, who make machine made garments and sell them to us,” informed Katpitia. The Sri Sri brand has made its token opening in Bengalaru currently to keep Ravishankar’s flag flying.
The 2019 deadline set by Sri Sri Tattva might coincide with the Yoga Guru Baba Ramdev-led Patanjali Ayurved’s effort to introduce a Swadeshi brand of garments and apparels to compete with multi-nationals.