Baba Ramdev wants shopkeepers to give prominence to Patanjali products without spending a penny, plays ‘swadeshi’ plank

Baba Ramdev wants retailers to have more and more Patanjali products on their shelves and for this, he is invoking Mahatma Gandhi’s ‘swadeshi’ call.

After winning hearts of the consumers with Patanjali products, Ramdev wants shopkeepers and traders to adopt ‘Made in India’ products.
However, it is yet to see if the strategy will work as the yoga guru is not paying anything extra to shopkeepers to give prominence to Patanjali products.

Generally, companies pay shopkeepers to place their products prominently.

READ ALSO: Baba Ramdev’s Patanjali is rattling the consumer market and how!

"No one can deny them (Patanjali) the Swadeshi plank. But we are Swadeshi too, and we also make in India. Besides, the shopkeepers are looking for returns on investment from their real estate space and pushing products for prominence on shops won't cut ice," Parle products marketing head Mayank Shah told ET.

Meanwhile, Reliance Retail has created 'Patanjali Destinations' and the Future Group has a tie-up with Patanjali already.

Experts say the ‘swadeshi’ angle might work for end users but the strategy may fail with traders, who only mean good business.

It is worth mentioning that IIFL Institutional Equities has projected the Patanjali brand's sales to reach Rs 20,000 crore by fiscal 2020.

"We believe Patanjali will gather some initial market share in juices as it has done in honey and Chyawanprash on the back of lower priced products," Edelweiss Securities stated in its report.

(Image: Indiatimes)