08 March, 2021

Sanskari Denims Co.

Next in line in Baba Ramdev’s swadeshi substitutes is a ‘modest’ pair of jeans.

Forever In Blue Jeans
An ­advertisement for a denim brand
Photograph by Getty Images
Sanskari Denims Co.
outlookindia.com
2016-10-12T14:16:10+05:30

Denim Store India

  • Arvind Mills, in 1995, launched the first Indian ready-to-stitch jeans, for consumers who were not accustomed to buying readymade products.
  • India now makes 1 billion metres of denim each year.
  • A Teknopak report estimated the Indian denim market at Rs 17,661 crore in 2015, which is pegged to touch Rs 27,200 crore by 2018.
  • A quarter of denim made in India is used by local jeans brands, the rest of it is exported.
  • In India, unbranded denim products dominate the market at around 60 per cent, the share of brands at 40 per cent.
  • The key players in the domestic industry are Lee, Wrangler, Spykar, Pepe, Numero Uno. Pepe is said to have 25 per cent of the share.

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These days, when it is fashionable to wear your nationalism on­ your sleeve, the newest accessory of swadeshi sentiment is evidently also ano­ther wearable commodity. And it comes in ‘satvik’ colours, in designs...

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