Baba Ramdev’s Patanjali faces slowing sales amid challenges from rivals

Patanjali Ayurved’s sales stalled during the past 12 months amid challenges from rivals. They are launching natural and herbal products to counter the challenge of the Baba Ramdev-led company.

According to data from Kantar Worldpanel, a global consumer research firm, Patanjali’s sales volumes grew 7% during the six months ending March 31, 2018, compared to 22% in April-September 2017. SK Tijarawala, spokesperson at the Haridwar-based company, said, “Patanjali has been the biggest disruptor in FMCG space. As the brand is established and consistently growing, in terms of both shares and retail shelves, our growth is realistic and in sync with other FMCG companies”.

By launching more than two dozen mainstream FMCG products, Patanjali’s annual sales have doubled every year since 2013 to touch Rs.10,500 crore. Patanjali’s success acted as a catalyst for herbal, ayurvedic and natural products.

“We are strengthening our management structure and supply chain to address global expansion. This will result in another phase of our growth driver status in the FMCG marketplace, both in value and volume terms”, Tijarawala further said.