Priya’s day begins at 4 in the morning. She wakes up to the aroma of Patanjali herbal tea filling her two-room apartment.
Resisting the urge to gulp down the hot steaming tea for another 5 minutes, Priya reaches for her half-empty Dant kanti tooth paste in her bathroom.
An hour and a half later, she lies on her yoga mat, content at how her breathing techniques have improved over the days. However, one thought still plagues her mind-she has to wear the pair of jeans that she bought from a nearby store, one that reeks of neoliberalism.
An ardent follower of "swadeshi" way of living with an inherent dislike to giant conglomerates, Priya does not need to worry anymore.
Because Yoga evangelist Baba Ramdev wants to expand his multi-crore brand to include jeans and office wear.
In an attempt to "fight to bring economic independence for our country from multinationals by promoting indigenous and natural products", Baba Ramdev said that the brand's next venture will be into garments.
In an interview with The Telegraph, Baba Ramdev said that "Paridhaan" will have men's and women's apparels, with a range of traditional and modern clothes including denims.
"Just because I am a baba does not mean we cannot marry modernity with spirituality, we can make, let's say desi jeans," said Ramdev.
The idea came from many followers making inquiries for yoga wear, Ramdev said.
Though he is particular that to ensure quality of food products, toiletries and medicines, he feels it is safe to outsource other products like clothing.
Revealing the brand's future course of action, Ramdev said that a composite factory will be set up in Bangladesh "which will make the whole range of (Patanjali) products for that country."
That's not the only plan the brand seems to be nurturing. After conquering Bangladesh market, Patanjali aims to enter Africa.
"We will first grow in developing countries where the market conditions are similar to ours. After that in stage II, we will take the battle against multinationals into the developed markets of Europe and the US, where there is a growing demand for natural products, as against the chemical stuff that these MNCs sell," he was quoted as saying.
Since its inception in 2006, Patanjali Ayurvedics ltd has about 200 scientists who research and develop its products. For the year that ended in March 2016, the net sales of Patanjali was Rs 5000 crore. The brand targets a 20-fold increase in the current year, a report in Mint says.
Patanjali currently has three factories and a bunch of contract manufacturers and seeks to set up six more in the next five years.