Patanjali Ayurved Ltd, promoted by yoga guru Baba Ramdev, is one of the fast moving consumer goods companies (FMCG) that have been successful in creating its robust nationwide presence.
Patanjali Ayurved Ltd, promoted by yoga guru Baba Ramdev, is one of the fast moving consumer goods companies (FMCG) that have been successful in creating its robust nationwide presence. Through this write-up, we will give an insight about the lucrative business opportunity that the brand offers…
Patanjali, which had a turnover of Rs 2,000 crore in FY15, is now eyeing at doubling its revenue to Rs 5,000 crore in FY16. The growing appeal, promotion and awareness of ayurved products coupled with factors like affordable price points and Indianness in products is boosting sales and ramping up revenues for the brand. It is one of the rare franchise brands which touch the rural as well urban masses with same zest.
The home-grown ayurvedic franchise brand is now giving tough competition to the leading FMCG players like Colgate-Palmolive, Nestle, Dabur and HUL with its wide array of products including toothpaste, shampoo, toothbrush, instant noodles, tea, jam, corn flakes, spices, pulses, Chyawanprash and beauty products. These products put Ramdev’s franchise brand in direct contest with these industry majors.
Opportunity in store
With an aim to have pan-India expansion, Patanjali will be tapping the franchise model for growing its network. The brand has got a great response from rural and urban areas alike as Patanjali franchise outlets can be seen opening fast. It currently runs about 4,200 centres and aims to open 1,000 more outlets by March this year.
“People have given a very good response to our products. Not just as consumers but also as entrepreneurs, they prefer our stores and products. They are going for Patanjali as they are experiencing the benefits of the brand and are getting cured from various ailments and problems. We hope to open 1,000 more centres March,” says Pankaj, Department Head, India, Swadeshi Vibhag.
To open a franchise outlet of Patanjali, one has to invest between about Rs 7-15 lakh and an area of about 300 to 1,000 sq.ft is required. A franchisee can set up the store in rural, semi-rural or urban area as well. The brand has also recently launched 12 mega stores, which are opened in metro cities mainly.
“We plan to open 100 more mega stores in the near future. It entails an investment of around Rs 50-70 lakh and about 2,000 sq.ft area is required for opening these stores,” he adds. The mega stores are big, modern, convenient and cater to the need of the metro consumers. These centres are going to generate franchise opportunities for interested franchisees.
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The Haridwar-based firm has also refurbished its website which is the only online space where the Patanjali products are sold. The brand so far has no plans to tie-up with any e-retailer for sales of its products.
|Area||Investment||RoI||Breakeven||Total centres||Expansion plan|
|Around 300 to 2,000 sq.ft||Around Rs 7 -70 lakh||More than 10 %||3 months||4,200 stores||1,000 stores by March|