Patanjali Products flying high at retail shelves

Patanjali products such as ghee, honey, chawanprash, instant noodles, shampoo and juices among one of the top selling brands in their categories in the stores.
Patanjali Products

Yoga Guru Baba Ramdev’s Patanjali products have gained huge momentum in almost no time. The FMCG products of the brand have shown exponential sales. Retail joints such as Big Bazaar, Spencer’s Retail, Reliance Retail etc. have reported Patanjali products such as ghee, honey, chawanprash, instant noodles, shampoo and juices among one of the top selling brands in their categories in the stores.
Many industry analysts have closely noted the response of the newly launch brand and in an earlier statement IIFL Institute Equities wrote “Patanjali is injurious to listed FMCG health.” The brokerage expects that the brand will reach a whooping 20,000 cr sales by 2020 fiscal.
"The reason for Patanjali's success is its unique business model of a single brand, a wide spread of categories, exclusive store network and a close association of a personality. The growing appeal of Ayurvedic products and low price help," the brokerage firm wrote.
"We estimate the highest impact on Colgate as Patanjali is gaining substantial traction in oral care, followed by Dabur due to multiple category overlap," it added.
Reliance Retail started selling Baba Ramdev's Patanjali products through Patanjali destinations over a year back. Following that Future Group, which runs the Big Bazaar chain of supermarkets, has a tie up with Patanjali.
"This is the first time in grocery retail that standalone spaces are being given to one entire umbrella brand clubbed together. Patanjali is causing disruption across all categories," said Aditya Pittie, Chief Executive ,Pittie Group, Exclusive Distributors for Patanjali Ayurved across organised trade.
Commenting on the response towards Patanjali products at their retail outlets, Govind Shrikhande, MD, Shoppers Stop, said, "Patanjali has created a large dedicated customer base through a combination of focus on organic and Ayurvedic ingredients and attractive pricing. Hence they are showing outstanding growth in a mature and slow market." HyperCITY has dedicated special shelves, counters and point of sale for Patanjali products.
Pratik Jindal, MD, SRS e-Retail, said “in categories such as biscuits, soap and ghee, it is seeing 30% month on month step up of Patanjali products, across its 32 offline outlets as well as online.”
“We sold close to 5,000 packs of Patanjali biscuits in the first month it was launched, about two months back. For a brand to have this kind of consumer traction in such a short span is remarkable,” he added.

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