Patanjali Ayurveda, spearheaded by Baba Ramdev has turned out to be the most disruptive force in India’s fast moving consumer goods (FMCG) market according to a recently released ASSOCHAM– TechSci Research paper.
Patanjali which has expanded its product portfolio across wide range of personal care and food and beverages witnessed a whopping annual growth of 146 per cent in fiscal 2016 grossing in turnover of USD 769 million whereas its peers including ITC, Dabur, Hindustan Unilever, Colgate – Palmolive and Procter & Gamble, among others, struggled to get a growth much less than a double digit.
“Patanjali Ayurveda has turned out to be the most disruptive force in the Indian FMCG market. Initially the company focused only on the development of Ayurvedic medicines but gradually started manufacturing food items and cosmetics. Its products are available in 15,000 exclusive retail outlets, 3,000 Patanjali chikitsalaya kendras and retail chains such as Big Bazaar, Reliance Fresh, etc,” says the paper.
In 2015, the total Indian FMCG market was USD 43 Billion of which 60 per cent is concentrated in urban areas and the rest in the rural areas.