Name: Itisha Jain PGID: 61920289 Section: C

As given, Patanjali, with its apparel business, trying to target Indian women and providing them
comfortable jeans. While its chosen target segment, Indian women, are already aware of the
product and are avid users of it, Patanjali will have to establish itself as a brand which these
women consider as an option while buying apparel.

There are already numerous international and Indian brands in the market that caters to the
specific needs of this segment. Hence, Patanjali needs to focus on each stage of consumer
decision making the journey and make sure that the target segment considers them as a viable
option to go for.

First of all, making potential customers aware that Patanjali is coming up with such a brand is
essential. Because Patanjali has never been associated with apparel and that too western. Next,
the products have to be lucrative enough, on par or better than the existing, to ensure that
customers consider them while evaluating their options. Better pricing and distribution
channels are other important aspects which should be taken care of.

To summarize, Patanjali should try to differentiate its product line as this market is already
saturated and it should position itself accordingly.