At a time when yoga guru Baba Ramdev’s Patanjali Ayurved Ltd. is aggressively taking to e-commerce channels to expand its national presence, spiritual leader Sri Sri Ravi Shankar’s Sriveda Sattva Pvt. Ltd. is banking on the offline route to further its business prospects. The packaged consumer goods maker is mulling over a plan to grow nationwide through franchisee route, LiveMint reported. Sriveda Sattva offers a wide range of Ayurvedic products on same lines as Patanjali Ayurved through physical stores and e-commerce portal – srisritattva.com. Sri Sri Tattva Mart will now sell packaged food, personal care and home care products and Sri Sri Tattva Wellness Place that will be concentrated on health and wellness, LiveMint report added. Sri Sri Ravi Shankar made a foray into FMCG market way back in 2003, three years before Patanjali Ayurveda came into being. Sriveda Sattva sells over 350 products in different segments through online and offline routes. Some of the popular products produced by the company include health drink Ojasvita, herbal toothpaste Sudanta, a ghee made of cow’s milk, and honey. The FMCG company had hired media agency Madison Media on 17 October 2017 for media and planning of the Sri Sri Tattva brand.
Baba Ramdev’s Patanjali Ayurved is keen to surpass the FMCG major’s turnover in 3-4 years. “Patanjali will grow at a faster pace this year as compared to last year. Hopeful that Patanjali will beat HUL’s turnover in next 3-4 years,” Acharya Balkrishna, CEO, Patanjali Ayurved told ET Now some days back. Patanjali’s figure for FY17 is estimated at Rs 10,560 crore. In the current year, Patanjali is looking to up the ante, and make a foray into the online space.The Haridwar-based company announced today that it has entered into agreements with major online retailers — Amazon, Flipkart, Paytm and others.
Outlining Patanjali’s ambitious plans, Baba Ramdev said an event organized by the All India Management Association last year, “Patanjali’s revenue will be more than HUL’s (Hindustan Unilever Ltd) in 2018-19. To support this growth, we’ll need to borrow over a period of time,” adding that his dream is to emerge as the “largest packaged goods company in the world by 2020-21.”