'Swadeshi' Patanjali launches french fries, frozen peas, dairy items to beat competition

Patanjali has also forayed into the dairy space with the launch of products like cow milk, curd, buttermilk and paneer. It will also start selling milk in tetra packs and flavoured herbal milk soon.

The company has tied up with 56,000 retailers to supply milk across Delhi NCR, Rajasthan, Pune and Mumbai and it expects to produce 10 lakh litres of milk in 2019-2020.

Baba Ramdev, the yoga guru-turned-businessman, is trying to defend his own turf by focusing on the cow milk and cow milk-based value-added products segments — a category which has seen a lot of action in recent times.

Patanjali expect to hit revenues of Rs 500 crore through dairy products in 2019 and Rs 1,000 crore by 2020.

The launch of various value-added products comes at a time when Patanjali’s sales growth slowed owing to increased competition from rivals such as Hindustan Unilever and Nestle.

Patanjali’s sales volumes grew 7 percent during October-March 2018 and 22 percent in April-September 2017, according to data from Kantar Worldpanel, a global consumer research firm. That’s a sharp fall from 52 percent growth in October-March 2017 and 49 percent during April-September 2016.