After disrupting India’s FMCG sector Patanjali Ayurved may soon cross border to international markets with the help of ecommerce major Amazon who is looking to boost its product portfolio globally. The latter has actively partnered with a host of Indian brands like packaged foodmaker Amul, apparel firms FabIndia and Biba, Liberty Shoes, bathroom fittings firm Hindware, and Ayurvedic product producer Organic India. It is reported to work with Baba Ramdev’s Patanjali Ayurved now.
Amazon India chose to deflect the question when asked about the partnership with Patanjali. Instead Gopal Pillai, Director and GM, Seller Services, Amazon India spoke about its support for government’s Make in India campaign. “Amazon strongly supports the government’s ‘Make in India’ initiative and continually explores opportunities to enable the growth of Indian sellers in the emerging digital economy through our Global Selling Program. We enable over 18,000 Indian sellers to take their wide selection of products to millions of active customers across the globe.”
According to media reports, if the deal falls through, Patanjali Ayurved’s products will be reaching to nine overseas markets like the US, the UK, France and Japan that account for 300 million shoppers on Amazon’s site. This will undeniably be a big boost for Baba Ramdev’s company which has already been expanding its footprint across the country and gaining market share through land acquisition, setting more factories, adding of stores and rampant advertising.
On the other hand Amazon has been working on associations with Indian brands for quite some time. Last week it joined hands with Amul, one of India’s oldest and largest cooperatives to announce that Amul products will be sold to consumers in the US on Black Friday under its Global Selling programme. Launched in May 2015 the program was aimed to help Indian vendors reach out to international markets. Pillai adds, “We have launched many big brands across key categories such as Fab India, Biba and Manyavar in Ethnicwear, Liberty and Ruosh in Shoes, Amul, Organic India, 24 Mantra in grocery, Himalaya in health and personal care and Hindware in hardlines to name a few. We will continue to work closely with all Indian sellers to help them transcend geographical boundaries and scale significantly.”