Baba Ramdev, Founder and Yoga Guru, Patanjali Ayurved had a lengthy conversation with Moneycontrol after Ruchi Soya’s Follow On Public Offer (FPO). In this conversation, he told that Patanjali Ayurved has a big plan for business expansion. The company is working to emerge as the largest food and FMCG company in the country. For this, the company’s food business will be merged with Ruchi Soya.
Baba Ramdev, Founder of Patanjali Group and its main face, further said in this conversation that with the merger of the food business of Patanjali Ayurved and Ruchi Soya, we will emerge as the leader of FMCG segment and will also leave behind the largest FMCG companies of the country. In a conversation with Moneycontrol, he claimed that companies like HUL, ITC, Dabur, Colgate-Palmolive doing business in the country have tried to imitate Patanjali Ayurved but they have not got much success in it.
It has not been possible for these companies to replicate the success that Patanjali Ayurved has achieved on the natural products front. In this conversation, Baba Ramdev had a long discussion on the future business strategy of Ruchi Soya and Patanjali Ayurved. Here we are giving you a brief description of the same.
Talking about the future business strategy of Ruchi Soya, Baba Ramdev said that our first focus will be on conventional edible oil. In this we are preparing to launch Natural Virgin Oil which will be in the premium segment. Apart from this, Patanjali Ayurved’s edible oil and cow’s ghee products will be merged with Ruchi Soya. To make Ruchi Soya the top FMCG company in the country, we will transfer Patanjali’s entire food portfolio to Ruchi Soya. He further said that our focus on palm plants will continue to reduce our dependence on palm oil exports.
In this conversation he further said that we have a large dentalcare portfolio under the brand Dantkranti. Similarly, Keshkanti Hair Care has a huge portfolio. We have a large market share in both these segments. Apart from this, we also have a strong portfolio in skin care and home care. Talking about aloe vera gel, we have made it and we have 70-80% stake in it. Companies like HUL and Emami entered this segment by copying us but the market did not accept them. We now plan to expand further in these segments.
He further said in this conversation that most of the people in our country think that the work of sages and saints is only to do penance and human welfare. Whereas corporates should focus on business but when you serve the country by staying in any field then people believe in you. In this conversation, he said that we have big plans for Patanjali, but now our first focus will be on Ruchi Soya. After that we will work on the next plans.
When Moneycontrol asked Baba Ramdev that all the companies are launching natural products, where do you find yourself, then he said that everyone knows that these companies are copy cats and are copying us. But the reality is that whenever it comes to one’s mind that who is the leading company in the Ayurvedic segment, the first name that comes to mind is Patanjali Ayurved. No one can copy our brand equity. Nobody has the ability to snatch our market share from us, this is not our pride but the truth.
He further said in this conversation that big brands like HUL have spent thousands of crores on their Ayush brand but nothing came in their hands. Similarly Colgate launched Vedashakti. The ingredients that he said to be mixed in his product are of no use for the health of the teeth. They do not know anything about the formation of natural products, so people do not even believe about them.
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He further said in this conversation that there should be competition in the market. Only then will the consumer come to know about our value. The strength of any brand depends on the trust of the people in it. Big FMCG companies can spend Rs 5-10 crore on a brand ambassador to build their brand identity. Good advertisements can make films but they cannot gain the trust in the market that people have for Baba Ramdev. We have spent 30 years in the service of the nation. It is not our pride, audacity or ignorance but the truth.
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