Yoga guru Baba Ramdev's Patanjali Ayurveda is now on all major e-commerce platforms in its bid to reach out to more customers. The Indian Ayurvedic FMCG major has partnered with e-commerce companies like Flipkart, Amazon, Paytm Mall, Big Basket, Flipkart, Grofers, netmeds, Amazon, 1mg, and Shopclues, to retail its products to customers who may be not be able to buy it from the stores.
The Haridwar-based Patanjali has entered into agreements with major e-retailers with an intention to to make "Haridwar" available to "every door step online", said an official statement. From 'Haridwar' to 'Har Dwar', it read.
The statement, available on its e-commerce platform www.patanjaliayurved.net states that its e-commerce trials have yielded "good dividend and response" with average sales crossing Rs 10-crore mark in December.
The Patanjali website, includes major food and cosmetic products. The company that reportedly manufactures over 900 products, including 45 products in the cosmetic category and 30 in the food category looks to increase customer-base through the website.
On the website, the product category is classified into Natural Health care, Natural Food products, Ayurvedic Medicine, Herbal Home Care, Personal Care and also books and publications on the books and media. The books category features books on Pranayam, Yoga, and lifestyle.
Clicking the bestseller products lands a user on the top rated products. It should not surprise you that two of the top five products on this section are Herbal Sex products- Shilajeet Powder ranked #1, followed by Shilajeet Capsule, ranked #4. The other products in this section include Ashwagandha Churan, Kesh Kanti Dandruff Pouch, and the Atta Noodles.
Honchos of eCommerce
Baba Ramdev, tweeted about the partnership, with a pic, saying, honchos of leading eCommerce platforms coming together for a grand tie up.
Great to see all the leading eCommerce honchos coming together for first time for a grand tie up Patanjali. Now all these platforms will make Patanjali's range of swadeshi products available to online buyers pic.twitter.com/BdlxnQuBsj— Swami Ramdev (@yogrishiramdev) January 16, 2018
Online mechanism aims to provide convenient and efficient option along with extension of traditional retail market.
Said Yoga Guru Baba Ramdev
Patanjali' CEO Acharya Balkrishna too shared that through newer e-commerce platforms and partnerships, the company will reach more people, especially those who may not have access through a point of purchase.
From Ayurvedic to FMCG
What commenced initially as an Ayurvedic brand, has soon metamorphed into an over Rs 10000-crore FMCG major with an annual production capacity of Rs 50000 crore. Patanjali Ayurved is targeting a two-fold growth in 2017-18. Its hunger for growth has been well documented.
Recently, L Catterton, co-owned by Louis Vuitton (LVMH Moet Hennessy Louis Vuitton SE) hinted that it was keen to invest up to $ 500 million in the Indian Swadesi FMCG brand. Baba Ramdev though clarified on Tuesday that Patanjali would never partner with foreign majors. Read more about that story, here
As far Patanjali is concerned, we will not enter into partnership with any international company. If someone wants to give financial support, we will welcome it. But we don't support foreign direct investment.
Shared, Baba Ramdev during the launch of Patanjali's entry into e-commerce sector.
Patanjali Ayurved has also ventured into other sectors, majorly education and healthcare. Last month, it had announced venturing into manufacturing of solar equipment.
Amazon's VP for category management Manish Tiwary said, "we are thrilled to partner with Patanjali and enable easy access of their products to customers across the country. We are committed to work together with Indian-grown brands with the aim to give customers unique products combined with a delightful online shopping experience."
Flipkart's CEO Kalyan Krishnamurthy too added, saying "both Patanjali and we have a common vision of making top quality products available to customers at the best value, so this partnership benefits consumers in a big way."
During the interaction, the Yoga guru also confirmed that the Patanjali grup promoted Patanjali Paridhan would be driven around December 2018 or lastest by January 2019.
Patanjali Paridhan will have 3,000 products aimed at kidswear, yogawear as well as sportswear.
Besides apparel, the Patanjali group may also be looking at a restaurant business. Baba Ramdev admitted that work on that front had stalled for the time being.