Mumbai-based Pittie Group, nationwide distributors for Patanjali Ayurved, has announced its distribution arrangement with Apollo Pharmacy, the largest pharmacy chain in the country.
With this association, Pittie Group will ensure that a range of Patanjali Ayurved products are made available in all 2,200 Apollo stores across the country.
The company claims Patanjali’s presence in the FMCG sector will become even more formidable with this new association.
“Since Apollo Pharmacy has the largest branded pharmacy network, we will be able to enhance the reach of Patanjali. This agreement is another step towards our mission of providing Patanjali’s high quality products to every Indian consumer. Over the next few months, we also plan to work with several more such key players to help the Patanjali brand grow and to strengthen our distribution network,” Pittie group CEO, Aditya Pittie was quoted by Business Standard as saying.
Commenting on the association, a spokesperson from Apollo Pharmacy was quoted by The Hindu Businessline as saying: “The Apollo Group has been at the forefront of providing quality and accessible healthcare to all citizens of our country. Apollo Pharmacy is today the largest and most trusted brand of pharmacies in the country. It has been our standing commitment to ensure that the widest and most comprehensive range of health products is made available for the wellbeing of our consumers. In keeping with this philosophy, the partnership between Apollo and Patanjali is a natural fit. Patanjali is one of India’s best known and fast growing consumer brands and this association will help us stay committed to providing our customers with the best product choices available in the market.”
Apollo Pharmacy, part of Apollo Hospitals, is Asia’s largest healthcare group. The 2,200 pharmacies provide the widest range of OTC medicines and products in various categories including vitamins, baby care products, personal care and health supplements.
Located in the industrial town of Haridwar, Patanjali Ayurved is known for manufacturing mineral and herbal products. The four main verticals of the FMCG firm are Home Care, Natural Cosmetics and Health Care, Natural Food and Beverages and Health Drink.
The company manufactures 444 products including 45 types of cosmetic products and 30 types of food products. According to Patanjali, all the products manufactured by Patanjali are made from Ayurveda and natural components. Patanjali products sell like hot cakes since they are cheaper as compared to their MNC alternatives in the market.
Patanjali Ayurved’s Success Story
Retail experts say that this lower costing of products has put Patanjali Ayurved ahead of other FMCG MNCs, including Oral B, Marico and Dabur. In fact, Oral B has even been edged out of the toothpaste market because of Patanjali Dant Kanti.
According to CLSA, Patanjali is the fastest growing fast-moving consumer company in India. It is valued at Rs 13, 000 crore (US$1.9 billion) and is aiming to reach revenues of Rs 5,000 crore (US$740 million) for the fiscal 2015–16.
The annual turnover of the company for the year 2014-15 increased to ₹2500 crore (US$370 million) as compared to previous turnovers of ₹1200 crore US$180 million) (2013–14), ₹850 crore US$130 million) (2012-13) and ₹450 crore (US$67 million) (2011–12).
Kishore Biyani’s Future Group has tied up with Patanjali and sells about ₹30 crore (US$4.5 million) worth of the firm’s products every month.
Future Group outlets include 203 Big Bazaar and Easyday hypermarkets, 197 Food Bazaar and Easyday supermarkets and most of the 171 other retail stores comprising Home Town, eZone, FBB and Foodhall brands.
Apart from this, Patanjali products are also available for direct sale at Reliance stores, Hypercity and Star Bazaar.
Patanjali Ayurved has a network of over 4,000 distributors, 10,000 stores and 100 Patanjali mega marts pan India.
Ramdev is said to be exploring the possibility of setting up a university and putting up an industry to manufacture its array of Patanjali products.
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