Competition in Dairy Sector to Intense as Patanjali all Set to Foray into it

Competition in Dairy Sector to Intense as Patanjali all Set to Foray into it

New Delhi: Patanjali has announced its entry into the dairy products segment, with cow milk, curd, buttermilk and cheese. Yoga guru Baba Ramdev’s company expects the category to generate around Rs 1,000 crore revenue by 2020. It is aiming to achieve Rs 500 crore dairy revenue by end of this fiscal, Baba Ramdev said at a press conference.

Patanjali has tied up with around 56,000 retailers and vendors to supply milk across Delhi-NCR, Mumbai, Pune and Rajasthan and expects to produce 10 lakh litres of cow milk every day in 2019-20. It claimed to have produced 4 lakh litres on the very first day of operations, saying it will soon start selling dairy products in tetrapacks, along with flavoured milk.

Patanjali will procure the milk from around 1 lakh associate farmers and said it will provide employment to around 5 lakh by next year through launches. The milk, according to Patanjali, will be sold for Rs 40 per litre as opposed to the Rs 42 market price.

Haridwar-based company is also set to sell frozen peas, sweet corn, mixed vegetables and French fries. With this the company would directly compete with giants like McCain. Patanjali will have an upper edge as the products will be at around half of the price as compared to the prices of McCain.

Apart from this the packaged drinking water will also be made available to the consumers in the pack size of 250ml, 500ml, 1 litre, 2 litre and 20 litres. Haridwar-based Patanjali has plans to open 100 retail stores for apparel by March 2019 and starts the rollout Diwali. The Ayurveda company also launched a raft of other products, including urea-free cattle feed, packaged drinking water Divya Jal and solar panel production.

Since its inception, the company has launched more than two dozen mainstream FMCG products and the annual sales of the company has doubled every year since 2013 to touch Rs 10,500 crore.

In last few months, amid increasing competition, Patanjali Ayurveda has seen faltered growth. Steep fall of 52 per cent was witnessed by the company in October-March 2017.