By Shweta Arya
Patanjali Ayurveda Limited led by Yoga Guru Baba Ramdev recently announced
its foray into e-commerce for its FMCG items, partnering with major players in
the space, including Amazon and Flipkart.The
Haridwar-based company said it has collaborated with eight brands, including
Grofers, Shopclues, BigBasket, 1mg, Paytm Mall and Netmeds, through which its
entire range of products would be available online.
Patanjali crossed ₹10 crores in online sales in December 2017 and
is targeting more than ₹1,000 crore this year itself from e-commerce. Patanjali
products will be sold at maximum retail price (MRP) online meaning there would
be no discounts. It is poised to overtake the country's biggest consumer goods
company Hindustan Unilever (HUL) by next year, highlighting the sudden rise of
a brand that few believed in. In contrast, HUL has been present in India for
more than 80 years and is setting its own Ayurveda range of products now to
beat the competitors.
‘Divya Jal’ - bottled drinking water and ‘Paridhan’, a
footwear and apparels segment are the two new brands that will be launched by Patanjali
this year, further expanding the business.
Patanjali has set itself the target of becoming the number
one fast-moving consumer goods company in India and several other countries in
the next 10 years, hence the online mechanism adopted by the company will
provide convenient and efficient options along with extension of their
traditional retail market.
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