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Patanjali to ramp up digital presence with online retail partnerships

by Aakriti Shrivastava

Baba Ramdev-promoted Patanjali Ayurved is set to build on its digital presence by sellings its products on e-commerce platforms like Amazon, Flipkart, Paytm Mall, 1MG, BigBasket, Grofers, Shopclues, and Snapdeal, reports PTI.

Note that, Patanjali already sells its products online through a self-owned portal. However, a Google search also shows that many Patanjali products are already available on these online retail platforms. MediaNama has reached out to the company’s spokesperson for a comment on how it will expand on online websites and will update once we hear from them.

Patanjali’s spokesperson S K Tijarawala was quoted in the PTI, saying that the company has an organized and systematic agreement with the e-tailers to place Patanjali products online, so that it could reach to customers to the endpoint. The company is also organizing an event on January 16, which will be attended by representatives of these e-tailers and Ramdev and its part-owner Acharya Balkrishna.

Patanjali has become a giant in the Indian fast moving consumer goods (FMCG) sector, with a turnover of Rs 10,561 crore in the fiscal year 2017. It stands second in the category only after Hindustan Unilever, above long-established companies such as Nestle India (Rs 9,159 crore), Godrej Consumer Products (Rs 9,134 crore) and Dabur (Rs 7,691 crore). Patanjali aims to double its turnover in the fiscal year 2018. It was also ranked as India’s most trusted Fast Moving Consumer Goods (FMCG) Brand by the Brand Trust Report India Study 2017.

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Besides FMCG, Patanjali Ayurved is present in other sectors such as education and healthcare. In December 2017, Patanjali also announced its entry into solar power equipment manufacturing, with plans to invest around Rs100 crore in the sector.

Other players

With Patanjali’s success, other players are also pushing to capture a share of the Ayurvedic/herbal goods sector. Most recently, spiritual guru Sri Sri Ravi Shankar announced that his wellness brand Sri Sri Ayurveda will establish 1000 branded stores across India nu 2020 to sell FMCG products, prescription medicine, and Ayurveda items.

Hindustan Unilever is also pushing its brand Lever Ayush that caters Ayurvedic personal care products. FMCG giant Dabur also pitches itself as an Ayurvedic company while Himalaya sells herbal products in the personal and healthcare segments.

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