Baba Ramdev’s Patanjali is planning to foray into the Khadi and frozen vegetables market with an investment of Rs 10,000 crore. According to a TV channel report, the company has already initiated a pilot launch of a few frozen vegetables like peas in some states. The noodles to biscuits manufacturer, Patanjali, now plans to sell frozen vegetables like peas, carrot, cauliflower and shake the dominance of existing retailers with its entry. After successful launch of couple of products in the first phase of expansion, the company reportedly plans to add at least 6-7 more frozen vegetables in its offerings in the second phase of the launch. It plans to procure vegetables from its units in Uttrakhand, Chhattisgarh and Maharashtra.
The company wants to open nearly 10,000 retail outlets across the country by 2019. The frozen fruit and vegetables market in India is estimated to be around Rs 1,500 crore and is growing rapidly due rising disposable incomes in India and increased spending by quality food items by resultant. Apart from frozen food, the company also plans to enter the khadi market to sell its ‘swadeshi’ line of branded khadi clothes in India. According to reports it plans to launch its apparels by Diwali this year with nearly 100 exclusive retail outlets. Currently the state-owned Khadi and Village Industries Commission (KVIC) along with other ethnic-wear retailers like Fabindia dominates the Khadi market in India. Besides, exclusive retail outlets, it also plans to sell apparels through the 15,000 KVIC outlets.
Source : economictimes
Published on: July 18, 2018