E-commerce biggies Flipkart, Amazon, Paytm, ShopClues, and online grocery sellers Bigbasket and Grofers, today announced partnership with herbal products company Patanjali Ayurved. Digital healthcare platforms Netmed and 1mg have also partnered with the Haridwar-based FMCG company for Patanjali’s Divya Pharmacy products. The partnerships were announced at an event in Delhi earlier today.
Aiming for over Rs 1,000 crore revenue in 2018, Patanjali is targeting a wider customerbase, and e-commerce is the obvious channel to reach out to them.
Patanjali will now sell its products including Dant Kanti toothpaste, Patanjali soaps, Desi Ghee, Amla Juice, Kesh Kanti oil, face wash, hand wash, shampoos, herbal detergent powder, honey, moisturisers, Patanjali Shishu Care products, Chyawanprash, oats, and corn flakes online. With Bigbasket, it has partnered for express service (which provides 90-minute delivery across nine cities). Bangalore-based Bigbasket claims to have 50,000 daily orders and six million customers.
Regarding the partnership, Hari Menon, CEO, Bigbasket, said, “The fact that Patanjali products are used by a majority across India is a huge advantage. This coupled with our reach across more than six million consumers across the country and our exclusive offering of 90-minute delivery will prove to be a win-win situation for both brands.” In addition to the B2C business, Patanjali is now also catering to Bigbasket’s B2B business.
E-commerce in FMCG, according to ‘Decoding digital impact: a $45 billion opportunity in FMCG’, a study by Google and Boston Consulting Group (BCG), which is worth less than $1 billion now, is estimated to be worth $6 billion by 2020. With Amazon and Flipkart vying for grocery category, Patanjali's entry into their platforms is a natural progression.
Patanjali hopes to use the online platform to reach out to more youth, said PP Acharya Balkrishna ji Maharaj, MD and CEO of Patanjali Ayurved, in a press release. “It will also help in reaching out to people with no access to the point of purchase and are thus, looking for an alternative mechanism to shop. Patanjali products will now be available in the comfort of their homes,” he added.