Patanjali eyes bigger international footprint, ties up with e-tailers

Patanjali, the FMCG company helmed by yoga guru Baba Ramdev, is increasing its focus on exports. The brand is coming up with a 100 per cent export-oriented unit in Mihan SEZ, Nagpur (Maharashtra)from where the brand hopes to send Patanjali’s swadeshi products to international markets such as UAE, USA, Canada, Europe, South America and African countries among others.

Patanjali has two operational units at Haridwar and Tezpur in Assam and work is on for three more units in Noida, Nagpur and Indore.

The announcement was made during an event held by the brand to announce its big online push.

In a bid to bolster its online presence and sales, Patanjali has partnered with leading e-retailers and aggregators. The FMCG brand, has tied up with Paytm Mall, Big Basket, Flipkart, Grofers, Amazon, Netmeds, 1mg and ShopClues among others to take their products from Haridwar to hardwaar (from Haridwar to every door step).

Patanjali is present online through its e-commerce platform www.patanjaliayurved.net. According to the brand, its online sales during December alone crossed the Rs 10-crore mark after the launch of its e-commerce platform.

The company estimates that online sales will contribute 15 per cent in total turnover in years to come.

“Online mechanism aims to provide a convenient and efficient option along with extension of the traditional retail market,” said Baba Ramdev.

According to Acharya Balkrishna, MD and CEO, Patanjali Ayurved, the new online push has been engineered with the objective of reaching more people, including the youth of the country and people who do not have access to the point of purchase and are looking for an alternative mechanism to shop and get Patanjali products at home.

Speaking about their association with Patanjali and how this is a win-win situation for both the brand, Hari Menon, Co-founder and CEO, Big Basket, said, “The fact that Patanjali products are used by a majority across India is a huge advantage. This coupled with our reach across 6 million+ consumers across the country and our exclusive offering of 90-minute delivery will definitely prove to be a win-win situation for both brands. In addition to our B2C (customer) business, we are proud that Patanjali is now also catering to our B2B (Institutional and HORECA) business.”

Paytm will equip all Patanjali outlets with Paytm Mall QR codes to help customers make instant in-store purchases.

“Orders placed on our platform will also be delivered quicker as the nearest Patanjali retailer will service it. This partnership will also further strengthen our catalogue with a wide range of products of daily need,” said Amit Shah, COO, Paytm Mall.

Commenting on their partnership with Patanjali, Kalyan Krishnamurthy, CEO, Flipkart, said, “Building the grocery business is among our top priorities at Flipkart. Both Patanjali and we have a common vision of making top quality products available to customers in a big way. The innovation strength of our platform, and our huge customer base, will also act as a catalyst for greatly increasing reach of the Patanjali brand.”

Grofers has created a special Patanjali store on their app where their customers will have access to Patanjali products, said Saurabh Kumar, Founder, Grofers.

Speaking about their intention to support home-grown brands, Manish Tiwari, Vice-President, Category Management, Amazon India, said, “As India’s largest online marketplace, we are focused on enabling home-grown brands get online and engage with millions of customers on Amazon.in.”

ShopClues, on the other hand, intends to make Patanjali products available to tier III, IV and rural markets through this partnership.

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