Patanjali takes takes cue from FMCG players, pivots away from branded franchise outlets
Baba Ramdev Patanjali Ayurved had disrupted the market with its natural-herbal proposition, forcing major fast-moving consumer goods (FMCG) firms to follow the trend. After growing by leaps and bounds during the past five years, Patanjali’s turn to follow the conventional FMCG players Baba Ramdev’s Patanjali Ayurved had disrupted the market with its natural-herbal proposition, forcing major fast-moving consumer goods (FMCG) firms to follow the trend. After growing by leaps and bounds during the past five years, now it seems it is Patanjali’s turn to follow the conventional FMCG players The firm, which so far has depended heavily on branded franchise outlets for growth,is now looking to aggressively expand its retail presence by taking the tried-and-tested channel distribution route that FMCG companies have been relying on for decades currently has 5,000 distributors, Patanjali has set a target of increasing the number to 25,000 in the next two years. The move would be cruci...