FMCG companies are sweating it out as Baba Ramdev’s Patanjali is entering kitchens and even bathrooms!

After conquering our drawing rooms and parks, Baba Ramdev is now invading our personal space too.

After yoga, Baba Ramdev’s Patanjali is giving a tough competition to companies in consumer goods space.

From biscuits to toothpaste, Patanjali has created quite a stir in the marketplace that even families of FMCG companies are using Ramdev’s products.

A head of a leading personal care firm told ET his parents use a Patanjali product.

"Patanjali is competition even in my own home," he said ruefully. Future Group's Chawla now begins his day with Patanjali Dant Kanti toothpaste and amla juice. This is the harbinger of a new wave of homegrown brands. One can get a glimpse of the future of ayurveda consumption in India... many new products are about to hit the stores," he told ET.

Banking on Patanjali’s wave was Future Group which signed an exclusive deal with the former in October.

Future Group plans to do business worth Rs 1,000 crore over a 20-month period with Patanjali.

Not only this, Patanjali mega marts will soon dot several cities to exclusively sell its products, and the sales may go up to Rs 5,000 crore by the end of FY16.

Even in brand ambassador, Ramdev has touched the right chord with consumers with actress Hema Malini is endorsing its biscuits.

According to BARC, Patanjali became one of the top three most advertised brands on television late last month.

(Image: Indiatimes)