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Mumbai: Yoga guru Baba Ramdev-backed Patanjali Ayurved Ltd, the manufacturer of herbal products and consumer goods, now has competition from another spiritual guru - Sri Sri Ravi Shankar.

Sri Sri Ravi Shankar’s FMCG and wellness brand Sri Sri Tattva is all set to make an aggressive distribution push in the country.

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“We are launching an exclusive franchise model to open Sri Sri Tattva brand stores that will serve as one-stop shops for consumers looking for authentic, high-quality products in the Ayurveda and herbal health as well as wellness space across categories," Tej Katpitia, CEO, Sri Sri Tattva, told the Hindu BusinessLine.

Art of Living Foundation’s FMCG arm, Sri Sri Tattva is all set to take the FMCG industry by storm with the launch of about 1,000 retail stores in the next two years pan-India.

Sri Sri Tattva (formerly known as Sri Sri Ayurveda) started in 2003 with health supplements and Ayurvedic medicines. Over time, it has expanded to personal care, food and staples, and home care products.

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At present, the brand has received good response from potential franchise partners and expects a large chunk of these stores will be rolled out in 15-18 months.

Read: Patanjali plans to foray into textile sector

“This is the first time we have decided to launch standardised formats, which have been carefully designed to offer an exclusive experience to our consumers,” he told the newspaper.

Ramdev’s Patanjali Ayurved Ltd is preparing to launch its ‘swadeshi” line of clothes for men, women and children by April next year.

The multi-crore consumer goods empire set up by Baba Ramdev plans to adopt a franchise model to sell its clothing line.



Other than using its wide network of Patanjali stores, Acharya Balkrishna, the managing director of Patanjali, has said the products would be sold at other retail outlets across the country, including Kishore Biyani-led Future Group's Big Bazaar with whom they have a tie-up.

The company is targeting at least Rs 5,000-crore revenue in the first year of its operation.

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Patanjali’s rise to a Rs 10,000-crore company in less than a decade has made most MNC rivals shift their focus to the herbal sector.

Hindustan Unilever has relaunched Ayush brand of ayurvedic personal care products, acquired Indulekha hair care brand and launched Citra skincare brand.

Patanjali is entering a market projected to grow over 9 per cent every year till 2022 from about Rs 2 lakh crore in 2012, according to a 2013 report by retail consulting firm Technopak.

Read: HUL, Patanjali hail tax reduction under GST

Sri Sri Tattva has already been selling health drinks like Ojasvita, natural juices, pulses, health supplements, soaps, fragrances and spices through its retail stores and online. Sri Sri Tattva also retails apparels on its website www.srisritattva.com.

A 2016 report by brokerage house Edelweiss said Sri Sri Ayurveda (SSA) Trust is riding on the brand equity of its founder and has a huge captive base — 370 million followers across the world.