Patanjali has set its foot in the dairy products and frozen foods category, introducing cow milk, buttermilk, curd and paneer (cottage cheese) and frozen peas. The Baba Ramdev-driven brand intends to expand its frozen food range beyond peas.
Speaking about their foray into dairy products and frozen foods, Patanjali spokesperson SK Tijarawala said, “We are building a chain from the farms to the food plate. This category is overrun with synthetic milk and adulterated dairy products. We want to provide real ‘desi’ cow’s milk and products made from that milk. Similarly, as far as frozen foods are considered, the peas available in the market are a product of chemical fertilizers but not our products.”
The products will, to begin with, be available in four markets –Delhi, Rajasthan, Haryana and Maharashtra. The products will also be priced lower than the other brands available in the market.
“The price point will definitely be lower than brands. Our milk will be cheaper by a rupee or two per litre. The main reason for this is that we are getting rid of middle-men and directly connecting farmers and consumers. So, we are able to pass off that benefit to the consumers,” said Tijarawala.
Elaborating on their distribution strategy, Tijarawala said that Patanjali has more ‘Patanjali Chikitsalayas’ and ‘Patanjali Arogya Kendras’ than there are milk booths. These products will be available there and any other store that will stock up on the product. He said they are already looking at more demand than they can cater to.
“We are already seeing a lot more demand than we can possibly cater to. So, we suggest people go and make registrations at our exclusive centres in advance. We will first cater to the people who have already registered with us and then anyone else,” said Tijarawala.
Addressing the issue of perishability of products like milk, Tijarawala said that there are plans to come out with tetra packs to deal with the small shelf-life of the product and minimise wastage.
Tijarawala believes they have no competition in the category as no other brand is offering consumers ‘shudh’ milk or fertilizer-free frozen foods.
The brand had earlier announced their entry into the children’s diaper and sanitary napkins categories.
“The diapers are already out in the market and we are seeing a phenomenal response to it. The sanitary napkins will hit the market a little later,” said Tijarawala.