A fierce war to occupy more space in Ayurvedic personal care products area could be witnessed soon as Hindustan Unilever (HUL) - India's largest consumer goods company - is all set to launch around 20 Ayurvedic personal care products. The product portfolio is same as that of Patanjali being led by Baba Ramdev-led Patanjali and hence, market analysts are ready to witness clash for the market dominance.
Patanjali is much smaller in size as compared to HUL
HUL is Rs 30,000 crore plus revenue company while Patanjali's is much smaller, Rs 5,000-crore company but Patanjali caught the attention of all fast-moving consumer goods giants as Baba Ramdev, yoga guru-turned-FMCG player has already brought his ambitions in open. In April this year, while addressing a press conference in New Delhi, he said that Patanjali can beat multinational giants such as Unilever (HUL's parent), Colgate and Nestle in near future.
HUL likely to launch 20 products
HUL, already having Lux, Dove and Rin in its arsenal, will launch around 20 products ranging from toothpaste, skin cream, soaps to shampoos. The company had in 2001 launched Ayurveda brand Ayush and these products would be launched under the same brand name. This is for the second time, when HUL is taking on a desi challenger in this fashion. In mid-1980s, it was Ahmedabad-based Karsanbhai Patel's Nirma, a detergent brand, versus HUL's Surf, when the former toppled the latter from the shelves of middle class and lower middle class Indian homes. HUL rolled out Wheel, a low-priced option and re-captured lost market.
Patanjali's rise has led to others exploring the Ayurveda
"Ayurveda is a growing trend," said Sandeep Kohli, executive director, personal care, HUL. "Lever Ayush is designed to attract and retain consumeRs with authentic Ayurveda based offerings." Patanjali's rise has led to others exploring the Ayurveda and herbal products space. L'Oreal launched a hair care range under Garnier Ultra Blends made with "natural ingredients". Colgate brought Cibaca Vedshakti to the market.
Patanjali has a big challenge to meet,
Market analysts feel Patanjali has a big challenge to meet, as HUL too has formidable rural distribution network. HUL has a network of roughly 8 million outlets. Patanjali also claims to have has a network of 10,000 Aarogya Kendras run by Patanjali Chikitsalaya, apart from selling its products to nearly a million kirana stores.