By TNT Bureau
Jan 5, 2016: As more and more people including the younger generation are getting attracted towards Ramdev Baba?s Patanjali, a whole lot of stir can be felt across the market.
Patanjali which is gradually capturing larger share in the market by introducing a number of ayurvedic products at significantly lower price rates have lead the big well-known FMCG firms in doing a lot of thinking. To top it all, majority of the FMCG giants have now begun to observe the pricing points and marketing strategies of Patanjali in a careful manner.
Effects of the Patanjali threat
As a strategic move to compete with Baba Ramdev?s Patanjali, Dabur is all set to modernize its ayurvedic product segment. Also, this FMCG chief is planning to introduce new products as well.
Dabur is looking forward to push its resources towards women healthcare products and then closely followed by baby and health care range of products. The firm is also expectant of its flagship Chyawanprash section to develop from the present 40% that it contributes towards the sale figures of the company.
As an initial step the corporation is setting up post natal health tonic known as Dashmularishta. Along with this, they are also bringing in menstrual pain relief tonic ‘Ashokarishta in exciting fruit flavors. The firm proposes to bridge the gap between taste and good health by tossing in the delicious fruit flavors. The products will be introduced in modern format which is to be known as Ramarao Dhamija.
Varied news reports have confirmed that even Hindustan Unilever Limited or HUL has modernized its ayurvedic products range by re-launching its brand Ayush in 2015. The multi million firm has also obtained Mosons Group’s flagship brand Indulekha for 3300 million dollars in a strategic move to revive its hair care range of products.