Sri Sri's BYOGI Overtakes Patanjali And Forays Into The Apparel Industry.
Spiritual guru Sri Sri Ravishankar’s consumer goods venture Sri Sri Tattva has launched an in-house apparel brand – BYOGI.
While Baba Ramdev had declared its entry into the garments space in 2015, the initiative is yet to be materialized. Recently, the yoga guru said that Patanjali’s entry could well be in 2019.
Banking on the hype related to yoga, BYOGI will have ranges of ethnic wears, yoga wears and yoga accessories like mats. To begin with, Sri Sri Tattva has opened a company-owned branded in Bangaluru.
It aims to open some 80 stores by end of March 2019 across metros and tier-I cities to market it’s the products, said Tej Katpitia, chief executive officer of Sri Sri Tattva.
Katpitia also 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”.
Apart from BYOGI apparels the stores will also market complimentary personal care products from Sri Sri Tattva’s portfolio.
He added, “Also, a pilot project is underway in Karnataka, where we have roped in rural women, who make machine-made garments and sell them to us."
Currently, the group sells a small range of apparels under the Sri Sri brand.
However, while Patanjali aims to market its apparels in line with ‘swadeshi’ (indigenous) mantra, Sri Sri Tattva is betting on widening popularity of yoga, for now.