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<ul><li>India’s organic food market may grow at a compounded annual growth rate of 20% to $2.1 billion by 2024.</li><li>Dabur accounts for almost 25% of the branded ayurvedic market in India.</li><li><a href="https://www.forbes.com/profile/burman/#3d70a0c86a17">Forbes</a> had estimated Burman’s net worth at $8.3 billion in September 2019.</li></ul><keyword id="6373748" type="COMPANY" weightage="20" keywordseo="dabur-india">Dabur India</keyword>’ share price hit the highest level in a year on February 6. The stock has surged nearly 7% in the last four days since the company reported a lacklustre 5.6% volume growth in the latest quarter ending December 2019. 
 
 
 
 
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The secret of the strength in Dabur’s share price is Chyawanprash, a dietary supplement⁠— based on Ayurvedic texts ⁠— that has everything from sugar, honey, ghee, Indian Gooseberry (amla) jam, sesame oil, berries to various herbs and spices. 
 
 
 
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While Dabur struggled to sell other product segments, Chyawanprash sales grew a solid 25%, lifting the growth in the entire healthcare segment to 12%. Other categories like hair oils, skincare, and home care waddled anywhere between zero and 5%. The overall consumer confidence in India was at a six-year low. <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Category </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Growth in the latest quarter </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Digestives </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">16.10% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Health Supplements </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">12.40% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Oral Care </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">8.30% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">OTC &amp; Ethicals </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">5.50% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Home Care </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1.90% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Foods </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1.70% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Skin Care </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1.10% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Hair care </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">1% </td></tr></tbody></table> A wave of Indian consumers who prefer tags like organic and ayurvedic products are sweeping products like the Chyawanprash off the shelves. India’s organic food market may grow at a compounded annual growth rate of 20% to $2.1 billion by 2024, according to <a href="https://www.imarcgroup.com/indian-organic-food-market">IMARC</a>. And if that’s not enough, the Indian government has rolled out the red carpet for those making a business out of India’s traditional wisdom. They get support both in terms of infrastructure as well as lower tax rates. The fad and the freebies have attracted even multinationals like Unilever, Colgate, Nestle, Pepsi, and Coke into giving their brands an Indian flavour. Even Dabur’s new launches between October and December 2020 ⁠— Hajmola Chatpati Hing, Odonil Aerosol, Real Aloe Vera Kiwi Juice and Arshoghani Vati ayurvedic tablet ⁠— reflect the same theme. Dabur in the driver’s seat But, it is Dabur that accounts for almost 25% of the branded ayurvedic market in India, according to Dabur. And the FMCG major has thrived even as newer competitors like Patanjali— Baba Ramdev’s venture that sells Ayurveda-based products— <a href="https://economictimes.indiatimes.com/industry/cons-products/fmcg/what-went-wrong-with-patanjalis-dream-run/problems-were-expected/slideshow/69753711.cms">have failed to sustain </a>the momentum. That is the power of the 136-year old Dabur brand. And the company’s billionaire Chairman, Anand C Burman, is making hay even when the sun don’t shine. <a href="https://www.forbes.com/profile/burman/#3d70a0c86a17">Forbes</a> had estimated Burman’s net worth at $8.3 billion in September 2019. In 2015, the Burman family <a href="https://economictimes.indiatimes.com/news/company/corporate-trends/dabur-chairman-anand-c-burman-to-buy-bungalow-in-delhi-for-rs-120-crore/articleshow/61027635.cms">bought </a>a bungalow in New Delhi’s Golf Links area for ₹160 crore ($2.2 million). The Burman family also owns a property in the posh Prithviraj Road in Central Delhi. Dabur ranks among the country’s top five FMCG companies and has an annual consolidated revenue of ₹7,700 crore. It may be even bigger when the tide turns for the better. 
 
 
 
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 SEE ALSO: <a href="https://www.businessinsider.in/business/news/rbi-consumer-confidence-index-falls-further-from-a-six-year-low/articleshow/73987637.cms?src=hp_latest">India’s consumer confidence was at a six-year low— and it just dipped further</a> <a href="https://www.businessinsider.in/business/telecom/news/billionaire-sunil-mittal-net-worth-and-airtel-q3-earnings-report/articleshow/73932668.cms">Billionaire Sunil Mittal got wealthier while Airtel lost a million users every 3 months for a year⁠— here’s why</a> <a href="https://www.businessinsider.in/policy/economy/article/healthy-diets-are-hurting-coke-pepsi-amul-sales-as-well-as-the-economy/articleshow/72976410.cms">Your ‘healthy’ diet is making the Indian economy leaner ⁠— but it’s not for you to change</a>

Chyawanprash, and the government’s blessings, are helping Dabur make hay even when the sun don’t shine

Until a few years back, herbal product markets in India had just two names to reckon for, <keyword id="6842" type="COMPANY" weightage="100" keywordseo="Baidyanath">Baidyanath</keyword> and <keyword id="2057176" type="COMPANY" weightage="100" keywordseo="Vicco">Vicco</keyword>. However, in 2006, a new company entered the market and in just 10 years, it has left behind both these companies. 
 
Yoga guru Baba Ramdev's Patanjali Ayurved has set on a wave of Ayurveda love in the country, which has resulted in it being a successful business model using traditional products and the ancient system of medicine. 
 
This wave has also inspired the other two companies to pull up their socks and cash on to the increading popularity of Ayurvedic products. 
 The reason why some of these companies dealing in Ayurvedic products, like Vicco, Sandu, <keyword id="277948" type="COMPANY" weightage="100" keywordseo="Amrutanjan">Amrutanjan</keyword> and <keyword id="589160" type="PERSON" weightage="100" keywordseo="charak">Charak</keyword>, were not able to attract Indians to them was their limited portfolio, which never went beyond the traditional products. However, Patanjali sells products ranging from detergents and toothpaste to ghee, atta and noodles in an FMCG market, thereby making Ayurvedic products a big deal in India. 
 
This success of Patanjali Ayurved has inspired other gurus like Sri Sri Ravi Shankar, Sadhguru Jaggi Vasudev, Ram Rahim as well as Aurobindo Ashram to enter the consumer segment with Ayurveda-centric products. 
 However, Kolkata-based Baidyanath is of the opinion that they don’t need to rival Patanjali, <keyword id="62997" type="CITY" weightage="100" keywordseo="Dabur">Dabur</keyword> or <keyword id="26169" type="COMPANY" weightage="100" keywordseo="himalaya">Himalaya</keyword> in the core FMCG segments. "We have been here for 100 years and want to survive another century in a sustainable way. No point getting into all FMCG segments and be a fringe player," Ameve Sharma, its third-generation scion, told ET. 
 
Coming back to Patanjali, why a company the originated in 1997 as a small pharmacy has reached these heights? The reason is the nonconventional approach of catering to categories like noodles, oats and detergents. 
 "What we have done is consistently focused on quality and pricing. Ask consumers about our product quality. Why are repeat purchases coming? It's because of the quality we are offering consumers," said SK Tijarawala, spokesperson of <keyword id="700471" type="UNKNOWN" weightage="100" keywordseo="Patanjali-Ayurveda">Patanjali Ayurveda</keyword>. "As far as pricing is concerned, we are trying to give consumers the best possible prices. 
 
<a href="http://static.panoramio.com/photos/large/73116827.jpg">Image source</a>

Patanjali is taking over the entire Ayurveda industry

<ul><li>A viral video shows Dr <keyword id="4112857" type="PERSON" weightage="20" keywordseo="Parmeshwar-Arora">Parmeshwar Arora</keyword> standing through the skyroof of his Audi going around the streets of Gurugram sharing home remedies to fight the <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword>.</li><li>The remedies shared by the renowned Ayurvedic doctor are proven ways to boost immunity, he went a step too far by saying it will kill the virus.</li><li>Ayurveda – the field of alternative medicine has gained immense popularity in the wake of COVID-19.</li></ul>Every morning, Dr Parmeshwar Arora, standing through the skyroof of his Audi and speaking through a microphone, goes around the streets of Gurugram sharing home remedies to fight the coronavirus. And while the remedies shared by the renowned Ayurvedic doctor are proven ways to boost immunity, he went a step too far by saying it will kill the virus. Dr Arora’s viral video gained the attention of thousands when a Facebook user posted a video of a selfless doctor spreading awareness on the pandemic. Arora was then given the name “Audi waale doctor”. According to <a href="https://www.facebook.com/ZeeNews/videos/254776185749531">reports</a>, Dr Arora is a renowned ayurvedic doctor with more than 20 years of experience. He is currently serving as a senior consultant at Sir Ganga Ram Hospital. Dr Arora is also seen in ads of <keyword id="62997" type="DOMAIN" weightage="20" keywordseo="Dabur">Dabur</keyword> Chyawanprash recommending it as an immunity booster. <div type="javascript" title="Custom" contenttype="Video"><cdata><![CDATA[]]></cdata></div> According to him, if you keep drinking lukewarm water slowly (just like you enjoy a hot cup of tea he said) but often, it kills the coronavirus. However, there is no proven scientific study behind it, and earlier, the Press Information Bureau (PIB) had also debunked this rumour that coronavirus can be treated with warm water. <div type="twitter" handle="PIBFactCheck" handlename="PIB Fact Check" image="http://pbs.twimg.com/profile_images/1214504395359916032/9Xk_-_ro_normal.jpg" favoritecount="1842" retweetcount="990" status="#Coronavirus CANNOT be treated by gargling with warm water mixed with salt and vinegar.This is #fakenews circulat… https://t.co/acRkIfcSNx" createdat="1584359141000" id="1239518193422446592"></div> The doctor then suggested that everyone should consume cloves, along with black pepper, ajwain (carom seeds) and hot water. While Ayurveda considers these as immunity boosters — they are not yet proven to be remedies for coronavirus. Ayurveda – the field of alternative medicine has gained immense popularity in the wake of COVID-19. The ancient practice of Ayurveda with <keyword id="3658" type="COUNTRY" weightage="20" keywordseo="India">India</keyword> as its land of origin can lead the fight against coronavirus, said a <a href="https://www.newsbreak.com/news/0OtB5GOp/ayurveda-silently-battling-covid-19">seasoned Clinical Assistant Professor </a>of Medicine from Weill Cornell Medical College in New York. In May, the central government also launched three Central AYUSH (The Ministry of Ayurveda, Yoga &amp; Naturopathy, Unani, Siddha and Homoeopathy) ministry-based studies related to COVID-19. However, so far the government hasn’t derived any remedy in Ayurveda for coronavirus. Acharya Balakrishna, the chairman of Patanjali, had earlier said that trials are going on to see the potential of Ayurveda in the cure of coronavirus. “The proposed treatment regime is designed to add efficacy and potency of Ayurvedic medicines in treating COVID-19 infection in combination with ICMR (Indian Council of Medical Research) approved Hydroxychloroquine. This regime is meticulously designed with clinical relevance for the ayurvedic intervention therapy on war footing to cope with COVID-19 infection.” <a href="https://www.freepressjournal.in/business/clinical-trials-for-ayurvedic-cure-of-covid-19-are-underway-says-patanjalis-acharya-balkrishna">he said in an interview.</a> There are several other <a href="https://indianexpress.com/article/cities/chandigarh/ayurveda-medicine-trial-to-begin-on-asymptomatic-covid-19-patients-in-chandigarh-6402458/">Ayurvedic medicine trials</a> currently taking place in India. SEE ALSO: <a href="https://www.businessinsider.in/science/health/news/coronavirus-myths-and-facts-here-are-some-rumours-about-covid-19-that-arent-true/articleshow/74487962.cms">Coronavirus myths and facts</a> <a href="https://www.businessinsider.in/india/news/data-of-coronavirus-patients-state-wise-in-india/articleshow/74669748.cms">Coronavirus cases in India state wise</a> <a href="https://www.businessinsider.in/topic/coronavirus">Coronavirus News and Updates</a>

A renowned doctor in Gurugram is recommending spices as cure for Covid-19 – take it with a pinch of salt

<keyword id="6356684" type="UNKNOWN" weightage="100" keywordseo="patanjali">Patanjali</keyword>, the <keyword id="34523" type="CITY" weightage="100" keywordseo="fmcg">FMCG</keyword> brand owned by yoga guru Baba Ramdev has had a dream run in its segment for around a decade, gaining massive popularity and revenue in the recent years. However, it looks like the fad is about to come to an end. Even though the company aims to double its revenue to Rs 21,000 crore this financial year, rival FMCG players are going out of their way to recapture their market shares across segments. While <keyword id="178761" type="COMPANY" weightage="100" keywordseo="Hindustan-Unilever-Limited">Hindustan Unilever Limited</keyword> has started to focus on its Ayush brand of naturals/herbals products, <keyword id="80626" type="CITY" weightage="100" keywordseo="Colgate-Palmolive">Colgate-Palmolive</keyword> has also brought out its range of natural products so that it can reclaim its market in the toothpaste segment. <keyword id="62997" type="CITY" weightage="100" keywordseo="Dabur">Dabur</keyword> too has declared that Patanjali dominance is over in the honey segment. "Primary shipments of Ayush have started," said Sanjiv Mehta, CEO and Managing Director at India's largest consumer goods maker. "In two to three weeks, you will start seeing much more activity happening in the marketplace. It's a multi-category launch. We're very pleased with the results in South India and now we're very excited in rolling it out nationally," he said at the June quarter earnings call. Talking of the skincare space, HUL is bringing Citra to India, which offers skin care products with far-Eastern ingredients like Japanese Green tea, Sakura and Thai Lotus. As per analysts, Citra will cement HUL's dominance in the skincare sentiment, helping it ward off the competition it has from herbal players like Patanjali, Dabur and <keyword id="26169" type="COMPANY" weightage="100" keywordseo="himalaya">Himalaya</keyword>. Patanjali has reported Rs 10,561 crore revenue for FY17, out of which Patanjali Ayurved contributed Rs 9,346 crore and <keyword id="2830840" type="COMPANY" weightage="100" keywordseo="Divya-Pharmacy">Divya Pharmacy</keyword> contributed Rs 870 crore. Dabur, another FMCG major from India is said to be already working on a strategy to take on rival Patanjali, which includes modernising its Ayurveda portfolio and introducing a range of new products.

Patanjali might be seeing a dry run in the future, thanks to aggressobe rivals

Indian consumers have started preferring more <keyword id="998124" type="UNKNOWN" weightage="20" keywordseo="Ayurvedic-products">ayurvedic products</keyword>, and this change in preferences can be attributed to Baba Ramdev’s <keyword id="6356684" type="UNKNOWN" weightage="20" keywordseo="patanjali">Patanjali</keyword>. Ramdev’s push for Ayurveda products has given momentum to the entire segment as ayurvedic products now reach 77% of Indian homes, up from 69% two years ago. As per data from Kantar Worldpanel, the consumer insights arm of WPP, in the quarter ended March, ayurvedic products grew 60% in volume from the year earlier while the overall FMCG segment grew 6%. Ayurvedic brands had significantly higher addition of 23 million during the same period and increased penetration to 183 million households. After threat from Patanjali, several other <keyword id="84065" type="UNKNOWN" weightage="20" keywordseo="FMCG-companies">FMCG companies</keyword> such as <keyword id="44863" type="CITY" weightage="20" keywordseo="HUL">HUL</keyword>, Colgate and Nestle also entered the Ayurveda space. "Companies that lacked ayurvedic or natural offerings within their portfolio have now joined the bandwagon as they have realised that the opportunity is huge and consumers are moving in that direction,” said Devendra Chawla, group president, FMCG and brands, <keyword id="44949" type="CITY" weightage="20" keywordseo="Future-group">Future Group</keyword> told ET, adding “also, they are tweaking their existing products to include herbal variants, which in turn has grown the overall market,” For instance, HUL launched Lever Ayush brand and recently brought Citra, an organic skin care brand from Indonesia. KK Chutani, executive director for consumer care business at <keyword id="6373748" type="CITY" weightage="20" keywordseo="Dabur-India">Dabur India</keyword>, told ET the firm has launched a "future-ready, strategy to make ayurveda "more contemporary, and promote it among the new generation.

Ayurvedic consumer products have made in-roads into Indian households like never before. Here are the stats

<keyword id="6356684" type="UNKNOWN" weightage="100" keywordseo="patanjali">Patanjali</keyword> Ayurveda, founded by yoga guru <a href="http://www.businessinsider.in/small-business/companies/whats-next-now-baba-ramdev-wants-to-generate-electricity-using-bulls/articleshow/58679564.cms">Baba Ramdev</a>, has steered its way ahead of India's well-settled consumer goods companies like Nestle, Colgate-Palmolive and <a href="http://www.businessinsider.in/small-business/companies/this-is-what-hindustan-unilever-is-doing-to-achieve-higher-sales-beat-patanjali/articleshow/58746817.cms">Hindustan Unilever</a>, having gained massive followers and revenues in the past few years. However, the Haridwar-based company is not happy with the tax slab on Ayurveda products under the soon to be implemented <keyword id="6359833" type="ORGANIZATION" weightage="100" keywordseo="Goods-and-Services-Tax">Goods and Services Tax</keyword> (GST). Also read: <a href="http://www.businessinsider.in/This-Indian-brand-will-overtake-FMCG-king-Hindustan-Unilever-by-2018-19/articleshow/58659311.cms">This Indian brand will overtake FMCG king Hindustan Unilever by 2018-19</a> As <a href="http://www.businessinsider.in/markets/economy/heres-the-list-of-gst-rate-for-services-28-for-luxury-hotel-services-healthcare-exempted/articleshow/58750384.cms">passed by the GST council</a>, products that Patanjali manufactures would fall under the category of 12% tax slab, more than double of the 5% tax presently levied on them. "We request the government for a review of the GST rate for the ayurvedic category in the interest of the common man. Without good health or good living, there cannot be '<keyword id="2398409" type="UNKNOWN" weightage="100" keywordseo="achhe-din">achhe din</keyword>' (better days)," <a href="http://www.businessinsider.in/small-business/companies/double-turnover-for-patanjali-in-one-year/articleshow/58528133.cms">Patanjali Ayurved</a> spokesperson SK Tijarawala told <a href="http://economictimes.indiatimes.com/industry/cons-products/fmcg/increasing-gst-rate-on-ayurvedic-products-is-disappointing-and-disheartening-patanjali/articleshow/58797248.cms" target="_blank">ET</a>. "Increasing the GST rate on ayurvedic products is disappointing and disheartening. We are the ones who have made ayurveda reach consumers at affordable prices, and other companies have followed our lead," Tijarawala added. Also read: <a href="http://www.businessinsider.in/Baba-Ramdev-to-take-on-McDonalds-KFC-and-Subway-next/articleshow/58534760.cms">Baba Ramdev to take on McDonald's, KFC and Subway next</a> Other companies that would have to face the heat of this rate of GST are <a href="http://www.businessinsider.in/small-business/companies/britannia-amul-dabur-to-raise-prices-or-cut-quantities-in-packaged-products-heres-why/articleshow/57371088.cms">Dabur</a> and Emami, dealing in ayurvedic products. Talking about the effect on the prices of its product after the implementation of GST, Patanjali Ayurveda said that it will factor in input credit adjustments before deciding. "Initially, we will not pass on any hike to consumers, and review the price strategy at a later stage," Tijarawala had said earlier.

Higher GST on ayurvedic products disappointing, says Patanjali

<keyword id="73802" type="COMPANY" weightage="100" keywordseo="Colgate">Colgate</keyword>’s share in the Indian market fall by 1.8% in 2016. That was reason enough for <keyword id="123630" type="COMPANY" weightage="20" keywordseo="Colgate-Palmolive">Colgate Palmolive</keyword>'s global CEO <keyword id="656330" type="PERSON" weightage="20" keywordseo="Ian-Cook">Ian Cook</keyword> take <keyword id="6355107" type="PERSON" weightage="20" keywordseo="Baba-Ramdev">Baba Ramdev</keyword> endorsed <keyword id="6356684" type="UNKNOWN" weightage="100" keywordseo="patanjali">Patanjali</keyword> quite seriously. In a call with the investors, <keyword id="9230" type="PERSON" weightage="20" keywordseo="Cook">Cook</keyword> said, “Patanjali in India takes a very nationalist view of its business. These are concepts in the local market. They tend to be premium price oriented and it means that you have to respond with a very specifically constructed offering that attacks the benefit the consumer is looking for.” Colgate’s sales volume has declined 4% last fiscal with the trend in consumer being shifting to ayurvedic or herbal brands. According to ET news report, market share of 55.6% in toothpaste and 47.3% in the toothbrush category in 2016, Colgate still remains the country's largest oral care player. But Patanjali has been able to challenge its dominance despite being present in only two lakh traditional retail stores against the US multinational's access to more than five million stores. Patanjali has become a giant with Rs 10,000 crore turnover in less than a decade. To fight it, <keyword id="6365619" type="CITY" weightage="20" keywordseo="Hindustan-UniLever">Hindustan Unilever</keyword> has relaunched Ayush brand of ayurvedic personal care products, acquired Indulekha hair care brand and launched Citra skincare brand, while L'<keyword id="1518571" type="COMPANY" weightage="20" keywordseo="Oreal">Oreal</keyword> launched a hair care range under Garnier Ultra Blends made with natural ingredients. Dabur launched India's first ayurvedic gel toothpaste under the Dabur Red franchise to establish ayurveda for the younger generation.

Colgate is really worried about Patanjali’s rise. Here’s the proof

A few days ago, yoga guru <keyword id="6355107" type="PERSON" weightage="100" keywordseo="Baba-Ramdev">Baba Ramdev</keyword> had taken a <a href="http://www.businessinsider.in/Weirdest-comment-of-the-day-Ramdev-Baba-says-Patanjali-will-shut-the-gate-in-Colgate-make-Nestles-bird-disappear/articleshow/52027530.cms">direct dig</a> at the rivals of his FMCG firm <keyword id="6356684" type="UNKNOWN" weightage="100" keywordseo="patanjali">patanjali</keyword>, saying, "Patanjali will shut the 'gate' on <keyword id="73802" type="COMPANY" weightage="100" keywordseo="Colgate">Colgate</keyword>. The birds in Nestle's nest (logo) will also fly away." 
 
His confidence has come because of Patanjali achieving the 5000 crore mark, and successfully <a href="http://www.businessinsider.in/Indias-herbal-market-has-got-a-new-life/articleshow/51104012.cms">bringing Ayurveda back</a> into the daily lives of Indians, just the way he had brought Yoga back to the its country of origin many years ago. 
 
And now, Patanjali is all set to overpower traditional FMCG biggies like <a href="http://www.businessinsider.in/Patanjali-takes-over-the-entire-Ayurveda-industry/articleshow/51453997.cms">Hindustan Unilever, Nestle, Marico and Dabur</a>, and we say this basis data and records. 
 
Patanjali has <a href="http://www.businessinsider.in/Everyone-wants-to-be-a-part-of-Patanjalis-success-as-FMCG-giant-aims-Rs-1000-crore-this-fiscal/articleshow/51682270.cms">put a dent</a> on these companies in the past four months, and investors think that Ramdev's company will further impact their market share and consumer preferences. 
 
This year, so far, the BSE FMCG index, a gauge of the FMCG stocks on BSE, has already slumped 9%, even though the consumption demand has revived, along with the expectation of good monsoon, which would up rural wages and further support demand growth. 
 "I think the market is growing. So there is room for everyone, but there will be some give and take in market shares. Patanjali has this ayurvedic halo around it and Baba Ramdev is a great brand," Pradip P Shah, Chairman, <keyword id="1539139" type="ORGANIZATION" weightage="100" keywordseo="IndAsia-Fund-Advisors">IndAsia Fund Advisors</keyword>, told ET. 
 
"There is a natural feeling that these products are good and the price points are lower compared with the premium products available in the market. There is a great product out there and their distribution and packaging are pretty good," he said. 
 
One might be forced to think that the success of this 10-year old FMCG firm is just because of Baba's charm. Raamdeo Agrawal, Co-Founder &amp; Joint MD of MOFSL, says, "It will definitely <a href="http://www.businessinsider.in/BabaRamdevs-Patanjali-is-already-spelling-doom-for-this-global-brand-in-India/articleshow/51303845.cms">take away market shares</a> in some segments. They have a segment where they will thrive. So it is a marketing challenge for the rest of the pack, be it <keyword id="6365619" type="CITY" weightage="100" keywordseo="Hindustan-UniLever">Hindustan Unilever</keyword> or Colgate or <keyword id="40233" type="COMPANY" weightage="100" keywordseo="emami">Emami</keyword>, whosoever is hurt by Patanjali products." However, he also added that, "Patanjali will have some challenges coming in later on product superiority, because one needs to see whether product superiority or just the blind faith in Baba Ramdev's brand equity is driving them" 
 
Some, however, are of the view that the market is big enough for the competitors to survive. "Clearly, Patanjali is making inroads, but that does not mean the Unilevers of the world will fade away. They are astute. They have excellent marketing. They will come out with different products. They will come out with different prices," Pradip P Shah of IndAsia Fund Advisors told ET. 
 
<a href="http://www.himalayanmail.com/newsadmin/Photo/562011175926119.jpg">Image source</a>

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