Guru vs guru: Sri Sri Tattva to take on Baba Ramdev’s Patanjali

Meenakshi Verma Ambwani New Delhi | Updated on January 09, 2018

Sri Sri Ravi Shankar

Exclusive franchise stores to be rolled out next year

Close on the heels of the success tasted by yoga guru Baba Ramdev’s FMCG brand Patanjali, it is now spiritual guru Sri Sri Ravi Shankar’s FMCG and wellness brand Sri Sri Tattva, which is all set to make an aggressive distribution push in the country. The brand is all set to roll out its exclusive franchise stores under different formats from January.

Tej Katpitia, CEO, Sri Sri Tattva, told BusinessLine, “We are launching an exclusive franchise model to open Sri Sri Tattva brand stores that will serve as one-stop shops for consumers looking for authentic, high-quality products in the Ayurveda and herbal health as well as wellness space across categories.”

The company expects to open 1,000 stores across three formats in the next two years pan-India. Sri Sri Tattva (formerly known as Sri Sri Ayurveda) started in 2003 with health supplements and Ayurvedic medicines. Over time, it has expanded to personal care, food and staples, and home care products.

FMCG products

Under Sri Sri Tattva Mart, it will offer the entire range of FMCG products. Katpitia said these smaller format stores will be launched not just in metros but also in Tier-1 and Tier-2 towns. Sri Sri Tattva Wellness Place will focus on healthcare products and will have Ayurveda doctors for consultations. The largest of the three formats, the Sri Sri Tattva Home and Health stores, will offer the entire range of FMCG products as well as medicines besides the services of an Ayurveda Doctor.

“We will open Sri Sri Tattva Home and Health stores in metros and other key cities where large format stores can be viable,” he added.

Katpitia said the brand has received good response from potential franchise partners and expects a large chunk of these stores will be rolled out in 15-18 months. “This is the first time we have decided to launch standardised formats, which have been carefully designed to offer an exclusive experience to our consumers,” he added.

The company has been focussing over the past two years on growing its distribution across general trade and modern trade stores. Sudanta toothpastes, Ojasvita Malt health drink, face wash range besides ghee have emerged as its fastest-growing products.

Published on November 29, 2017

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