PM Modi is the brand ambassador of India, not Patanjali: Baba Ramdev

Image Adnan Abidi  Reuters

Fast-moving consumer goods company Patanjali's aim to outclass multinational rivals in the domestic market appears well on course, according to numbers disclosed by it on Thursday.

To achieve this, mega production units in Noida (Uttar Pradesh), Nagpur (Maharashtra) and Indore (Madhya Pradesh) are being set up which will help Patanjali manufacture goods worth Rs 60,000 and more next year as compared to Rs 35,000 crore now.

The Business Standard report says that it will not be an easy task for Patanjali to achieve the target as the company has largely penetrated its target group.

With a ready-made clientele because of Baba Ramdev's vast following, Patanjali will increase competition in an already crowded food retailing space in India, said Santosh Kanekar, a Mumbai-based adviser at BeLive Corp., which consults with hedge funds. "We will give people choice because there is nothing tastier and healthier than vegetarian Indian food".


The company, which has declared war on products sold by foreign firms, often calling them harmful and full of chemicals, plans to further dominate the market, though its own products have come under the scanner of Indian authorities over quality issues.

Asked if the company is looking at entering any new product category this year, Ramdev said: "This year, we will focus on our growing existing categories".

During the fiscal, Patanjali ghee had a business of Rs1,467 crore and oral care brand Dant Kanti Rs940 crore.

Addressing a press conference here, Ramdev announced that Patanjali was setting up production units at Nagpur, Noida, Indore and Jammu and Kashmir. A jump from Rs 5000 crore revenues to Rs 10,216 crore in a year is no small feat, especially in the cut-throat FMCG sector. "The company will take time to understand the restaurant business before opening one", said Balkrishna, adding that it would take a year or even more. The Baba Ramdev-led company clocked revenue of Rs 10,561 crore in FY17, making it the second-largest pure-play FMCG player after market leader Hindustan Unilever. In 2016-17, Patanjali Ayurved contributed Rs 9,634 crore to its turnover, while Divya Pharmacy, which manufactures ayurvedic medicine, had clocked Rs 870 crore sales.

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