Future Group has entered into a marketing partnership with Baba Ramdev-led Patanjali Ayurveda to sell the latter’s products and expects to do business worth Rs.1,000 crore in the next 20 months.
Under the partnership, Patanjali’s FMCG products will be available in all Future Group retail outlets in 240 cities.
“In total we would have Rs 30-40 crore business (from Patanjali products) in a month from our stores and later on it would increase up to Rs 80 crore,” Future Group CEO Kishore Biyani said during a press conference in Delhi.
“We are jointly going to set up an office for collaboration in Rishikesh. Within the next 20 months, we will jointly do a business of Rs.1,000 crore,” he added.
It appears that the companies were looking for this tie-up from past few months. On September 16, 2015, during a power-pack session at India Retail Forum, when asked about why India has not able to create a brand that can stand Internationally, Biyani mentioned Baba Ramdev’s empire and how he feels that Patanjali is one of the finest brands created in India.
“I was recently trying to understand Baba Ramdev’s brand Patanjali. I believe that it is one of the finest and unbelievable Indian brand,” Biyani said then.
Announcing the partnership, Baba Ramdev said, “We wanted to partner a ‘Swadeshi’ retail chain. Indigenous products should get more respect. We provide world-class quality products with low price. Hence, customers are benefited from it. We will partner Future Group in manufacturing also wherever possible.”
“Our effort is to promote swadeshi and give a tough fight to the MNCs. We would launch our noodles in market by October 15 and it would be available across India by the end of this month,” he further added.
The two companies are also considering to have production partnership.
Acharya Balkrishna has established Patanjali Ayurved Limited in the year 2006 taking inspiration from Yogrishi Baba Ramdev for the objective of establishing science of Ayurveda in accordance and coordinating with the latest technology and ancient wisdom. Currently Patanjali Ayurved has its reach in all the categories of personal and food products.
In a recent report of an Investment Banking Company CLSA ‘Wish you were listed: Patanjali Ayurved’, Patanjali is projected as being bigger than Emami and Jyothy Labs and is perhaps the fastest growing fast moving consumer company in India with revenues in excess of Rs 2,500 crore for 2014-15.
This is Future Group’s third acquisition in northern India in the food and groceries space in the last three years after Big Apple and EasyDay
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