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Patanjali – Ready to experiment & intervene new segments to widen outreach

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PatanjaliPatanjali Ayurved Limited, a Haridwar-based fast-moving consumer goodsa (FMCG) company established in 2007, plans to give a tough fight to online patient-centric service deliverers, such as Lybrate and Practo, by opening an online platform called ‘chikitsalaya’ to address the  ever-growing demand of ayurvedic consultation and treatment.

Besides the recent announcement to invest Rs 1,000 crore in setting up five to six processing units and Rs 150 crore in research and development (R&D) units across five states, the above strategy has been undertaken to scale up Patanjali‘s outreach.

Looking at the growing popularity of Patanjali products and multiple-fold increase in revenue, it will emerge as a true competitor against companies with online platform for services.

Patanjali has diversified into various segments of the market, ranging from FMCG products, ayurvedic medicines, ayurveda hospital and a medical college in its campus Patanjali Yogpeeth near Haridwar. This diversification is now one of the biggest threats not just for the FMCG companies, such as Nestle, Colgate Palmolive, etc., but also for private hospitals that have been strategising to open facilities on natural medicine and care.

PatanjaliPatanjali recently stepped into health food drink (HFD) segment by launching its ‘Powervita’ brand, which now strongly competes against HFD majors, such as Horlicks maker GlaxoSmithKline Consumer Healthcare, Bournvita Mondelez, etc.

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