New Delhi,jan.13 : yoga guru baba ramdev, yoga for inner peace and FMCG for external beauty but Baba Ramdev appears to have struck the right pose in both. The guru whose ‘easy yoga’ has won him a mass following is also cornering the FMCG market with daily use products ranging from soaps and mustard oil to cornflakes.
Patanjali Ayurved, the company that manufactures the products, clocked a turnover of about Rs 1,200 crore, up from about Rs 850 crore a year earlier and Rs 450 crore in fiscal 2012, company filings and industry sources said. And in the current fiscal, Patanjali is expected to clock a turnover of Rs 2,000 crore, according to Aditya Pittie, CEO, Pittie Group. This marks a 67% jump from the previous fiscal.
Pittie is the Mumbai distributor for Patanjali’s general trade business and a pan-India distributor for its modern trade segment.
Patanjali is present in almost all categories of personal care and food products soaps, shampoos, dental care, balms, skin creams, biscuits, ghee, juices, honey, atta, mustard oil, masala, sugar and much more. Going by current turnover projections of Rs 2,000 crore, Baba Ramdev’s FMCG business could rival Emami’s (Rs 1,700 crore), and be nearly half of Marico’s (about Rs 4,000 crore).
After general trade, the time was ripe to enter the modern trade segment. Baba Ramdev struck a unique arrangement with Reliance Retail for an exclusive kiosk in its stores, a privilege no other company gets. We initially piloted (Patanjali products) in five Reliance Retail stores in Mumbai and then took it to 45 stores in the city, Currently Patanjali products are sold in 400 stores across India and the plan is to take it to 1,000 by end 2015.
Now some of the Big Bazaar, Hyper City and Star Bazaar stores in Mumbai are also stocking its FMCG products. In modern retail, the company’s turnover has grown from Rs 5 lakh from five stores a month to roughly Rs 5 crore now, with same store closing annual sales growth of 20%. Modern retail currently contributes about 3% of total Patanjali sales with only 30 SKUs (stock keeping units),The target is Rs 500 crore annually.
The next step is online – Patanjali’s products have just started retailing at e-commerce site BigBasket. our products will be soon in Amazon which has started a new food and grocery gourmet category.