Baba Ramdev's Patanjali Ayurved and Kishore Biyani-led Future Group announced a strategic partnership today. The aim of the collaboration is to use Patanjali's brand equity of promoting a healthy alternative lifestyle coupled with
Future Group would set up Patanjali Ayurved stores and market and distribute the yogi's products at their outlets. This would allow Patanjali to reach KB's, Aadhar and Nilgiris in over 245 cities and towns across the country.
When asked if the company is planning to venture into the lucrative e-commerce sector Acharya Balkrishna, MD, Patanjali says, “It’s difficult for us to get into e-commerce due to our thin margins. We would have to hike prices or decrease quality to get in. That is not a part of our policy. We may try with some categories, but not all.”
Patanjali sells over Rs. 50 lakhs to 1 Crore worth products per month from its website currently.
Baba Ramdev is incredibly optimistic about the ‘desi’ partnership. “We'll revolutionize the retail industry. We would offer products without discounts at prices that most brands do with discounts”, he declared.
“There is a lot of avenue for herbal products in the Indian market. We may also consider a manufacturing relationship with Patanjali”,
When asked if Patanjali's appeal might eat into Future group's in-house brand revenues Biyani smiles. "There would be products from Unilever, Future and other brands including Patanjali. The best product would sell the most", he says. Ramdev adds, "We believe there should be a healthy competition between Swadeshi brands and MNCs.”
While Biyani was tight-lipped about exporting Patanjali products under his brand, Acharya Balkrishna revealed to BI India that the company already ships tonnes of its honey to the US.