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After maintaining a strong foothold in food and beverages space, Baba Ramdev’s next target is to capture the fast growing sacred space i.e. home worship products.
Baba Ramdev’s brand Patanjali has already taken over the toothpaste, biscuits and noodles segment, giving tough competition to established players.
Now, Patanjali Ayurveda is planning to launch an array of products in the organised home worship category which is growing at a rapid pace. The industry is estimated to be worth Rs 8,000-crore. Patanjali Ayurveda will launch the products under the brand name Patanjali Astha.
The products, which include agarbatti, dhoop, samagri, brass diyas etc, will be rolled out in the next two months. ITC group entered the segment two years back when it launched Mangaldeep brand of agarbatti.
“We are creating the new brand – Astha. Research has shown that a lot of established players use chemicals in worship products like incense sticks and dhoop which end up harming consumers. There is a need for natural products in this space,” Patanjali’s managing director Acharya Balkrishna told ET.
“We will definitely be in stores well before the festive quarter,” Balkrishna added.
The Patanjali Astha products will be exclusively distributed by Pittie Group under Shubhkart , an online marketplace exclusively sells religious and spiritual products.