Style war: Indian companies dress up to take on Patanjali's sanskari brand

Experts say Ramdev co-founded company could first target close competitors to succeed the way he did in the FMCG sector

At Rs 500 for jeans and T-shirts, Patanjali’s foray into apparels may land up hitting domestic players more than foreign brands, top retail experts and apparel industry executives have said.

On Monday, the Ramdev co-founded company launched a swadeshi apparel store called Patanjali Paridhan in New Delhi, saying it would sell men’s, women's and children’s wear under the Livefit, Aastha and Sanskar brands, targeting a turnover of Rs 10 billion and a footprint of at least 200 stores in two years.

“The apparels segment is not an easy business to crack,” said Arvind Singhal, chairman, Technopak, a retail consultancy based