About a decade ago, Baba Ramdev established Patanjali as a Private Limited Company selling products under the Ayurvedic medicine category. Today, Patanjali manufactures more than 500 different products with a ‘specialisation’ in production of FMCG. Now its founder and Yoga Guru Ramdev, with its goal of taking on foreign manufacturers, is planning to venture into the production of clothes, shoes, etc.
Baba Ramdev will now perhaps venture in to making ‘swadeshi’ jeans to cater to the growing demand among Indian youth. However, the question is how can jeans, something which symbolises the western influence on Indian youth, be turned into a ‘swadeshi’ product?
The denim cloth, which was originally worn by miners, greasers and, farmers during the mid-1800s in the West primarily because of its durability, gradually became popular among bikers. The cloth, which finds its roots in Genoa, Italy, was brought to Americas by Levi Strauss and demand for a sturdy pair of pants led to the experimentation with denim and eventually jeans were born. Jeans which represent quintessential American pop culture rapidly spread to other parts of the world, including India.
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