NEW DELHI: Baba Ramdev ’s ‘swadeshi’ jeans will be in line with Indian culture and tradition, and similar to Indian clothing, Patanjali CEO Acharya Balakrishna told ET.“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,” Balakrishna said.“Our jeans for women will be loose so that they comply with Indian cultural norms and are also comfortable for them. Indian families will find our swadeshi jeans concept very comfortable,” he said.He said the jeans would be entirely made of cotton. Balkrishna said it is important to acknowledge that more and more people in India, especially women, are taking to jeans and they are from all age groups.“Denim jeans that people wear these days come from abroad or are manufactured here by western companies. They are all based on designs and cultural patterns of foreign countries. These are not suited to Indian culture. Our jeans will be similar to many Indian clothes. This will make Indian women feel comfortable too,” he said.Balkrishna claimed that five big companies have already approached Patanjali to manufacture swadeshi jeans and a team of designers specialising in Indian wear will come out with final designs soon.“We got this idea to manufacture swadeshi jeans because every year there is a lot that Indians spend on buying jeans that largely come from big companies. We want to make sure all the jeans we wear are home made,” he said.Patanjali, which manufactures more than 500 FMCG products, now plans to venture into production of clothes and shoes. Ramdev had announced on Sunday his company will soon venture into the apparel market, making both traditional and modern clothes for men and women as part of an ambitious expansion plan.He added Patanjali is committed to produce quality products and has set up research and development units where about 200 scientists work, which has forced multinational companies to come out with their R&D plans.