"We want to deepen our rural connect along with Tier-II and Tier-III cities", says Arvind Varchaswi, MD, Sri Sri Tattva. Read on...
India has been a land that believes in the power of Ayurveda since time immemorial. For some time, western products had influenced the wellness and beauty market, but now things seem to be returning to their roots again, which is why we see a sudden rise in consumption of Ayurvedic and organic products.
While talking about Ayurved and organic products, very few names pop up in our minds and one of those is the FMCG brand inspired by Sri Sri Ravi Shankar, Sri Sri Tattva.
Sri Sri Tattva currently sells its products across Omni-channel businesses with their products having touch points of 2,00,000 general trade outlets. The brand is now planning to go international via the franchise model.
In a recent interview, ArvindVarchaswi, MD, Sri Sri Tattva, said, “Today, we export to about 36 countries and by 2019 end, we would like to double it to 72 countries.”
The brand plans to increase the focus in the Argentinean market where they already have thousands of stores selling their products and the category which is doing well for the brand there also, is toothpaste.
Currently, the Ayurveda brand exports to 36 countries spreading from Australia, Nigeria, Germany, USA, UAE and Argentina.
“Apart from this, in the Middle-East, we have entered into a strategic tie-up with Al Maya Group. According to the tie-up, our products will be available at all their stores. We have also done a strategic tie-up with Spar in Oman, and have also started to export a few of our products to Saudi Arabia on the personal care front, which we are hopeful to increase as well. Bahrain is another market, which we will be concentrating on and apart from this we will be focusing on South-East Asian markets like Singapore and Malaysia,” he added.
Creating Entrepreneurs in India and abroad
Sri Sri Tattva is pushing the pedal on the growth front. It plans to increase its footprint in Indian rural markets, boost exports and is looking to open 1,000 Sri Sri Tattva stores over the next couple of months.
"We want to deepen our rural connect along with tier-II and tier-III cities. We have already created 2,700 rural entrepreneurs and we have an aggressive plan of creating 25,000 by the year-end. They are not salesmen but the entrepreneurs who are creating their own business. We teach them how to run the business and make it sustainable,” said Varchaswi.
“For our high-end skincare line, Shankara, we are going to open more franchise stores and will also be typing up with more hotels to expand its presence,” he added.
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