Brands
Patanjali Paridhan launches; celebrates Indiapan!
MUMBAI: Patanjali Ayurved Ltd has launched its apparels range called ‘Patanjali Paridhan’ with a brand-new campaign conceptualised by L&K Saatchi and Saatchi building on its brand values of providing a range of world class apparel for every Indian’s needs and wants.
The brand shared that the primary objective of the launch campaign was to introduce the brand Paridhan by the mother brand Patanjali, carving out a special positioning niche for Patanjali Paridhan within the larger brand equity of Patanjali while retaining youth, modernity, fashion, and trendiness.
It revealed in a press release, “The big insight that the agency unearthed was the fact that fashion in India is still very west focused. If you discount the token FabIndias, Manyavars, and a few local players, there is no national level India-centric fashion brand. Also, Indians feel slightly defensive about Indian fashion as compared to western fashion, unless it is ethnic wear. The brand wanted to bring Indian fashion fabrics and styles back into everyday life. To prove that Indian fashion is best suited for our body type and climatic conditions, and to celebrate our rich and varied fabric heritage. The idea was to create a movement – Tann Maan Dhan Indiapan, to remind people of the rich heritage of fashion that we have surrendered in the blind pursuit of western fashion.”
Commenting on the same, Patanjali Paridhan CEO KN Singh said, “India was once one of the biggest exporters of clothing, textile, and styles. With changing language and cultures every 200 kms. in India, one can see a blend of different weaves, textures, and styles. Gradually, we have moved to adopting too much of western clothing and styling. The aim is to bring the focus and interest back to Indian clothing. Every outfit can be adapted for comfort and that is what we aim at doing. We are creating fusions and blends of different clothing formats and styles. Patanjali's objective, through Paridhan, is to mould the old format of dressing into the latest, more comfortable styles, for the Indian youth, while helping the various state handloom corporations and the weavers. All of the products have been selected basis the colour scheme, mood board and quality defined by the global authority on garment quality. Even products and styles from all the Indian states have been given space on our shelves. Our prices are at least 60% less than the international brands. But consumer has to try and use the product to know Patanjali's quality in apparel range.”
L&K Saatchi and Saatchi managing partner Anil K Nair said, “Patanjali is a home-grown brand that has proven that Indian brands can achieve great success on its own. And on the back of this, Patanjali wishes to provide a range of world class apparel for every Indian’s needs and wants, and that’s the philosophy behind the inception of Patanjali Paridhan. The brand is built on a strong foundation of values that include pride and respect for our cultural identity, being comfortable in our own skin, a celebration of our rich heritage, providing value for money, and being aspirational. And also moving public consciousness from a western-fashion-orientation to ‘desi coolness and swag’.”
L&K Saatchi and Saatchi executive creative director Kumar Suryavanshi said, “Very rarely does one, as a creative person get a chance to work on a unique brief to build an indigenous fashion brand. I thank Patanjali Paridhan for giving us such an opportunity. The challenge was to maintain a balance between Patanjali's Indian values and fashion codes and sensibilities. The challenge was to bring alive the feeling of Indiapan while showcasing fashion, which has always been associated with international brands. I think we successfully managed to capture the soul of the brand and expressed it beautifully through visuals and the anthem. With the help of a super energetic team, we shot across the country to celebrate diversity in the brand’s offerings. We want people to take pride in Indian fashion and break conventions. We are very thankful to Swami Ramdev baba who has agreed to play a pivotal role in the film and gave us a free hand to make this beautiful and evocative film.”
L&K Saatchi and Saatchi executive creative director Ashish Naik further added, “It was a pleasure to shoot this campaign as the clothes were vibrant and captured the true essence of India's diversity. The beautiful locations added to the charm of the campaign.
The campaign will be running on TV, Print, Outdoor, Radio and Digital platforms including the social media handles of the brand and the talent.
Brands
Dunkin’ Donuts to exit India as Jubilant FoodWorks ends 15-year franchise deal
The quick service restaurant giant is ending a 15-year franchise partnership with the American doughnut chain, even as it renews its Domino’s agreement for another 15 years
NOIDA: Dunkin’ is done in India. Jubilant FoodWorks Ltd, the country’s leading quick service restaurant operator, has decided not to renew its franchise agreement with the American coffee and doughnut chain, and will wind down its Indian stores in a phased manner before December 31, 2026, bringing a 15-year partnership to a quiet, loss-laden close.
The decision, approved by JFL’s board on March 30, 2026, ends a relationship that began with a Multiple Unit Development Franchise Agreement signed on February 24, 2011. JFL will now evaluate and undertake what it described in a regulatory filing as the “rationalisation and/or cessation of certain operations and/or sale, transfer or disposal of assets and/or assignment or transfer of franchise rights,” all in consultation with Dunkin’s brand owners and strictly within the terms of the original agreement.
The numbers tell the story bluntly. In the financial year 2024-25, Dunkin’ India posted a revenue of Rs 37 crore against a loss of Rs 19 crore — a haemorrhage that was always going to test the patience of a parent company recording revenues of Rs 6,104 crore and a profit of Rs 194 crore in the same period. Doughnuts, it turns out, were never going to move the needle.
The contrast with JFL’s handling of its other marquee franchise could hardly be sharper. Even as it walks away from Dunkin’, the company has just doubled down on Domino’s, signing a fresh Master Franchise Agreement on March 31, 2026, granting it exclusive rights to develop and operate Domino’s Pizza stores in India for 15 years, with an option to renew for a further 10.
JFL, incorporated in 1995 and promoted by the Bharatia family, operates a network of more than 3,500 stores across six markets — India, Turkey, Bangladesh, Sri Lanka, Azerbaijan and Georgia. Its portfolio includes Domino’s and Popeyes on the global side, and two home-grown brands: Hong’s Kitchen and COFFY, a café brand in Turkey.
For Dunkin’, India was always a stretch. The brand never quite cracked the cultural code in a market where filter coffee and chai command fierce loyalty and where the doughnut remains, at best, an occasional indulgence rather than a daily habit. Fifteen years, mounting losses and a parent with better things to spend its capital on was always going to be a difficult equation to solve.
The doughnut has had its last day. The pizza, however, is staying.
