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Baba Online: Patanjali Ties Up With E-Commerce Platforms To Deliver Products Across The Country
Yoga Guru Baba Ramdev with Acharya Balkrishna shows Patanjali’s products. (Arvind Yadav/Hindustan Times via Getty Images)
In its bid to reach out to more customers under its Haridwar Se Har Dwar (Haridwar to every doorstep) campaign, Yoga guru Baba Ramdev’s Patanjali Ayurved has tied up with eight e-commerce companies, all of which have foreign owners or investors.
Apart from its website, the company’s products will now be available on Amazon India, Flipkart, Paytm, BigBasket, Shopclues, Grofers and online medicine sellers including Netmed and 1MG.
Patanjali’s move to go online comes at a time when the company is targeting exponential growth and is looking to dethrone Hindustan Unilever as the country's biggest consumer goods company by next year. It has already forced many brands, including HUL, to launch ayurvedic products. Major FMCG players such as Dabur India, Colgate-PalmoliveBSE, and Hindustan Unilever are Patanjali's rivals in many segments.
Giving established fast-moving consumer goods (FMCG) players a run for their money, the company reported Rs 10,561 crore sales for the fiscal year 2017. However, Patanjali’s revenue was no where close to Hindustan Unilever’s, which reported Rs 31,987.17 crore in revenue in the fiscal year 2017.
As it goes online, the company believes its market share will grow further.
“We believe our partnerships with e-commerce platforms will help increase the reach of Patanjali products to more and more consumers in urban and rural regions,” The Mint quoted Ramdev as saying. Patanjali plans to generate more than Rs1,000 crore from the e-commerce channel in the first year, he added.
According to Google estimates, around 40 per cent of all FMCG purchases in India, worth about $5-6 billion, will be online by 2020. Online purchases currently make less than 10 per cent of the total FMCG business in India.
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