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Patanjali Ayurved, which has managed to grab a strong market share in the cow ghee segment, plans to expand its presence in the dairy segment by next year. The company also has plans to enter the apparel segment with the launch of a complete range, including accessories, yogawear and kidswear, later this year.
Addressing the inaugural session of Goafest 2018 on Thursday, Baba Ramdev said: “We have already made a mark in the cow ghee segment. By next year, we will further expand our presence in the dairy segment with products such as liquid milk. We hope to replicate the success we have had with ghee in the overall dairy segment.”
Talking about Patanjali’s performance in 2017-18, he said: “Despite tough macro-economic conditions, Patanjali has performed much better than the previous fiscal. We focused on improving our internal processes and systems across the supply chain. We hope to become the biggest FMCG brand in India in terms of our overall turnover by next year.”
The company is also focusing on expanding the presence of its packaged bottled water brand Divya Jal this year.
He said that the company is targeting to strengthen its presence in the honey segment further and aims to sell worth ₹500 crore of honey in the next fiscal. The company is also eyeing a strong market share in the biscuits segment.
“We have registered Patanjali as a non-profit charity organization now as earning profits is not our key ambition,” he added.
Talking about Patanjali’s advertising and brand communication strategy, Ramdev said, “ Take for instance: the toothpaste segment.We have grabbed market share from international brands in the toothpaste segment. This was done without using any glamour in our advertisements or brand communications. We have instead focused on telling our consumers the qualities of our toothpaste product and focused on authentic advertising.”
“Brand needs to develop an emotional connect with consumers,” he added.
Asked whether Patanjali has global ambitions, Ramdev said, “Patanjali will be a global brand one day. We already export our products to many countries. However, profits earned in countries that are under-developed and poor (than India) , will be invested in the development and betterment of those countries. That is my promise.”
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