FMCG PLAYERS TO FACE STIFF COMPETITION FROM PATANJALI

Patanjali Ayurved is an Indian FMCG company, located in the industrial area of Haridwar, manufactures herbal products and mineral products. According to CLSA and HSBC, Patanjali is the fastest growing fast-moving consumer company in India. Acharya Balkrishna established Patanjali Ayurved Limited in 2006 along with Baba Ramdev with the objective of establishing science of Ayurveda in accordance and coordinating with the latest technology and ancient wisdom. Patanjali Ayurved produces products in the categories of personal care and food. The company manufactures 800 products including 45 types of cosmetic products and 30 types of food products. Patanjali products are cheaper than alternatives in the market due to lesser production and marketing costs. Patanajali has also launched beauty and baby products. Patanajali launched instant noodles on 15 November 2015.

One of the Patanjali's product Dant Kanti toothpaste did a business of Rs 450 crore of business in 2015-16. Major FMCG players like Colgate, and HUL are facing heat from patanjali products especially in toothpaste segment as it garnered significant market share, which made other players to think of launching new products with natural/herbal touch. Already Colgate, launched Colgate Active Salt Neem, Colgate Sensitive Clove and etc to fight the completion arising from patanjali. Due to stiff competition from Patanjali, leading FMCG player HUL, launched brand AYUSH online, and also launched skincare, hair care product through e commerce platform under AYUSH therapy. Moreover, HUL plans to launch “natural “ offerings new categories like health foods, oral and lipcare etc.

Patanjali is planning to grow its business by two and half times in current fiscal year in order to make its presence felt across all categories.