Sri Sri Tattva enters apparel market with lifestyle brand Byogi

By

Maverick Martins

Published
Jun 20, 2018

Sri Sri Ravi Shankar’s fast moving consumer goods (FMCG) brand Sri Sri Tattva is rapidly expanding its product portfolio and has entered the lucrative apparel segment ahead of its rival Patanjali with the launch of Byogi.
 

The lifestyle brand Byogi will offer a range of ethnic wear, yoga wear and accessories for men, women and children at affordable prices starting from Rs 299 (approx $5) onwards.
 
Commenting on the launch, Tej Katpitia, CEO, Sri Sri Tattva in a statement said, “For Sri Sri Tattva, working on Byogi is something that has been close to the heart. Our presence in the space compliments our goal to bring high quality products in the space of health, wellness and lifestyle. With this launch we are excited to cater to the growing demand for ethic wear, yoga wear and eco-friendly products using jute.”

Interestingly, Sri Sri Tattva’s foray into the apparel segment comes days after Baba Ramdev’s Patanjali announced that it will launch its apparel range ‘Paridhan’ later this year.
 
To take on Patanjali, which is clearly ahead of Sri Sri Tattva in terms of sales revenue the latter has planned a marketing blitz of Rs 200 crore (approx $30 million) to make further inroads in the country booming natural care market.
 
The Byogi line is currently being sold exclusively on srisritattva.com and its mobile applications for delivery across India.
 
The brand plans to expand its presence across the country by partnering with leading online and offline players. The brand will also set up exclusive brand outlets for Byogi in major cities and the first store is expected to come up in the city of Bengaluru.