Patanjali, that has now become a household name, forays into yet another segment of products and today launched 5 new product ranges.
It has diversified its strength into the dairy segment and launched cow milk, curd, chach, and paneer. Speaking at the launch Baba Ramdev said that Patanjali’s milk would be cheaper by 2Rs as compared to other popular brands. Patanjali has already been retailing cow milk powder and cow ghee for a few months now. The company would also introduce milk and allied products in tetra packs, in the near future.
“The price point will definitely be lower than brands. Our milk will be cheaper by a rupee or two per liter. The main reason for this is that we are getting rid of middle-men and directly connecting farmers and consumers. So, we are able to pass off that benefit to the consumers,” said Tijarawala, Patanjali’s spokesperson.
The next segment introduced is the frozen vegetables, which includes potato fingers, peas, sweet corn, and mix vegetables. Patanjali has also launched bottled mineral water called Divya Jal. Other segments included cattle feed and feed supplements.
Last financial year Patanjali did very well and is expected to outshine its own numbers this year.
Speaking about their foray into dairy products and frozen foods, Patanjali spokesperson SK Tijarawala said, “We are building a chain from the farms to the food plate. This category is overrun with synthetic milk and adulterated dairy products. We want to provide real ‘desi’ cow’s milk and products made from that milk. Similarly, as far as frozen foods are considered, the peas available in the market are a product of chemical fertilizers but not our products.”
Tijarawala believes they have no competition in the category as no other brand is offering consumers ‘shudh’ milk or fertilizer-free frozen foods. Also talking about the distribution strategy he highlighted the fact that Patanjali has more ‘Patanjali Chikitsalayas’ and ‘Patanjali Arogya Kendras’ than there are milk booths. He said they are already looking at more demand than they can cater to.
“We are already seeing a lot more demand than we can possibly cater to. So, we suggest people go and make registrations at our exclusive centers in advance. We will first cater to the people who have already registered with us and then anyone else,” said Tijarawala.
This Haridwar based company entered the e-commerce market this January and tied up with retail giants like Amazon and Flipkart to get on to online retail. Patanjali has also partnered with brands like Grofers, Big Basket, Shop clues, Paytm Mall, Netmeds and others to make their entire range available for online sale.
Recently Patanjali entered into children product segment with their baby diapers, which is seeing a good response. They also announced entering the sanitary napkin market, and that probably would be the next in launch from the brand.
Patanjali is definitely on a roll and looks like raking in huge numbers the coming year.