Yoga guru Ramdev’s company Patanjali Ayurved Ltd on September 13 announced plans to sell packaged cow milk and other milk products such as curd, paneer, buttermilk and cheese, making an entry in the Indian dairy market. So far, the company has only sold ‘ghee’ but now it hopes to generate about Rs 500 crore by the end of March 2019 and double that in the next financial year, said Yoga guru after promoting the new products.
Ramdev claimed that a packet of ‘Patanjali’ milk will be 2 Rs cheaper than other brands available in the market. He further told media that for this, the company has tied up with 56,000 retailers and vendors to supply milk across Delhi-NCR, Rajasthan, Mumbai and Pune regions. It has also collaborated with around 100,000 dairy farmers to source milk of Indian cows only. The Haridwar-based company is aiming to sell 1 million litres of milk per day.
As we know that the northern India’s dairy market is dominated by regional players like Mother Dairy Fruit and Vegetable Pvt. Ltd, Kwality Ltd and Gopaljee Dairy Foods Pvt. Ltd. In addition Amul, owned by a Gujarat-based company also has a significant presence in the region. This will be the company’s first exposure to the infrastructure sector which comes soon after a big success in consumer products.
Apart from dairy products, Patanjali has also made a foray into frozen vegetables such as peas, sweet corn, french fries, urea free cattle feed, packaged drinking water and solar panel production.
As per the Investor Relations Society (IRS), the Indian dairy market is expected to cross $ 140 billion mark by 2020, from $ 70 billion in 2013.