Home worship products next on Baba Ramdev’s radar

After capturing the FMCG marker in segments like toothpaste, biscuits and noodles, yoga guru Baba Ramdev's Patanjali Ayurveda has now decided to enter the fast growing sacred space of home worship products, an industry said to be worth Rs 8,000-crore.

To enter the segment, Patanjali would be using the brand name ‘Patanjali Astha’, and the products, including agarbatti, dhoop, samagri, and brass diyas etc., would be launched in the coming two months, before Diwali, so that it can make good use of the religious spirit.

"We are creating the new brand - Astha. Research has shown that a lot of established players use chemicals in worship products like incense sticks and dhoop which end up harming consumers. There is a need for natural products in this space," Patanjali's MD Acharya Balkrishna told ET.

The product distribution will be under exclusive control of Pittie Group and Shubhkart, an online marketplace for religious and spiritual products.

"The range of products are of pre-eminent quality, and will comprise of multiple products and variants," Pittie group CEO Aditya Pittie said.

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