Yoga Guru Baba Ramdev Patanjali Ayurved enter big retail with Future Group tie-up

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Yoga Guru Ramdev has taken the plunge into big retail for the marketing of his Patanjali Ayurved products which will jostle for space on the Future Group stores with the goods of multinational giants such as HUL. Baba Ram Dev and Future Group chief Kishore Bayani on Friday announced the partnership between the two companies in the Capital on Friday.

 
The partnership will enable Ramdev’s Rs 2,000 crore Patanjali empire to take the and small cities to supermarkets in the metros and big cities to target upper middle class households. Future Group expects the sales from Patanjali products to go up to Rs 1,000 crore in the next 20 months.

 
Patanjali also plans to a launch its noodles brand next week tot ake companies such as Nestle in this segment. Ramdev said, “Our effort is to promote swadeshi and give a tough fight to the MNCs. We would launch our noodles in the market by October 15 and it would be available across India by the end of this month.” He said Patanjali is also planning to launch products like pasta, oats, juices, muesli soon and is targeting to achieve Rs 5,000 crore turnover this fiscal. “In total we would have Rs 30-40 crore business from Patanjali products in a month from our stores and later on it would increase up to Rs 80 crore,” Future Group CEO Kishore Biyani said.

 
“From Future Group’s stores, the business of an established FMCG player such as HUL is around Rs1,300 crore to Rs1,400 crore. I believe that Patanjali products could easily achieve that,” Biyani added.

 

Speaking about the partnership with Patanjali, the Future Group CEO told Dailybouncer, “Just as Amul has created a revolution in the dairy sector, Patanjali would create a revolution in the FMCG sector. I expect the company to be among the top three FMCG companies in the country in another 12 to 18 months.”

 

Baba Ramdev closest aide Balkishan told Dailybouncer, “The objective is clear – to move ahead from small stores in smaller towns and tier-II cities to Big Super Markets as upper middle classes also wants our Ayurveda and herbal products, but we have to look for these stores and at times it is not easy. But through big supermarkets like Big Bazaar, it will be shopping as usual along with Patanjali products from the shelf and it will help many prospective customers. It is modern channel of reaching a much wider target group,” he added.

 

 

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Asmaa Mubita is a Kenyan journalist of international repute with over fifteen years of experience in broadcast journalism. Asmaa Mubita began his journalism career at the Kenyan state broadcaster (KBC) and later worked at the KTN owned by the Standard Group and Citizen Television, the flagship brand of Royal Media Services. These exploits together with his reporting experience with the Voice of America, CNN and BBC have been rewarded with local and global recognition.