Yoga guru Baba Ramdev is once again in the news with Patanjali group announcing its entry into the branded apparel segment with ‘Swadeshi Jeans’ as a plan to compete with other multinational brands. According to reports, the group expressed their interest to enter Pakistan and Afghanistan markets as well with its FMCG products depending on the political situation in both these countries.
Patanjali also wants to enter edible oils and home products like toilet cleaners, where the group has seen a huge vacuum in the market for good players. Reportedly, Baba Ramdev even stated that his proposed plants in Mihan, Nagpur, will be the biggest unit in the country and that he will invest a sum of around Rs 1,000 crore for the infrastructure and machinery in the area.
The group is aiming for a 100-200% growth over the next 5-10 years. It has also been reported that Baba Ramdev claims that this wouldn’t be an impossible feat with the brand diversifying into various segments. The distribution system and supply chain are also being strengthened to achieve this ambitious growth target. He has also made a mention of Patanjali network of 5,000-6,000 pan-India distributors and another 1000 megastores in high potential markets that will boost the growth. It will also soon venture into online sales as per the collaboration with online shopping giant Amazon
The company has really gone aggressive in the last one year - from diversifying their business, to launching prominent ad campaigns, to topping the BARC advertiser list almost every week, Patanjali has always managed to stay in the news for some reason or the other. After ASCI, the advertising watchdog upheld few of Patanjali ad campaigns; the latter decided to even drag ASCI to court.
According to BARC data for week 35, Patanjali has topped the ‘Top 10 brands across genres’ list with 25,749 insertions. For week 34, the brand led the chart with 25,980 insertions and for week 33, Patanjali again maintained the top spot with 24,828 insertions.
Social media buzz:
Twitter has been buzzing with hilarious memes and trolls on the Swadeshi jeans ever since the news came out.