We need to talk about shudh, swadeshi and sanskaari Patanjali jeans


We need to talk about shudh, swadeshi and sanskaari Patanjali jeans

First Patanjali noodles, and now these!

By ELLE team  September 16th, 2016

Yoga guru Ramdev of the now famous Patanjali group (and Patanjali noodles!), is flexing his entrepreneurial muscles again, this time with swadeshi jeans. These sanskaari jeans promise to be in line with Indian culture. “Jeans is a western concept and there are two things we can do with western concepts. Either boycott them or adopt them but customise them to suit our traditions. Jeans have become so popular that they cannot be taken away from the Indian society. Swadeshi jeans will be Indianised jeans in style, design and fabric,” Patanjali CEO Acharya Balakrishna told Economic TimesThese customised denims (we hope they’re denim anyway) promise to be loose fits. So umm… exactly like boyfriend jeans then? We’ll wait and watch. Meanwhile, here’s how the internet reacted to the news.