Yoga guru Baba Ramdev's Patanjali Ayurveda is all set to launch packaged Himalayan drinking water - Divya Jal - ahead of this Diwali. The bottling will begin in Patanjali's factories at Haridwar and Lucknow.
Ramdev's spokesperson SK Tijarawala has reportedly said that Divya Jal would be available nationwide over three to six months. Patanjali Ayurveda has set the sales target at Rs 1,000 crore for 2018-19. In India, the market for packaged drinking water in 2016 was estimated at Rs 7,040. Bisleri alone supplies 24 per cent of total demand.
Market Research Euromonitor recently said that between 2016-21 bottled water will grow 19.8 per cent by volume. In terms of value, bottled water will grow 16.5 per cent, which is more than three times that of carbonates which are estimated to grow 4.2 per cent between 2016-21.
With the launch of Divya Jal, Baba Ramdev may pose a tough challenge to existing packaged water providers such as Pepsico, Coca-Cola, Parle Bisleri and Tata Gobal Beverages. But, this is not the first time when Ramdev has challenged FMCG giants. Coca-Cola sells Kinley and PepsiCo sells Aquafina.
In the last couple of years Ramdev's Patanjali Ayurveda has made very aggressive investment to manufacture essential food times. From food items to beauty care, Patanjali sells almost everything under Ayurveda banner.
Patanjali Ayurved also plans to enter the restaurant business dominated by McDonald's, Kentucky Fried Chicken and Subway in India. The new venture will leverage the popularity of the Patanjali brand in the already crowded restaurant market.
Earlier, it was reported that the yoga guru would launch 'swadeshi' line of clothes for men, women and children. Patanjali has set an ambitious sales target at Rs 5,000 crore for the first year. The report suggest that Patanjali will open 250 exclusive store in April 2018, but the clothes will also be available in Big Bazaar among other retail outlets managed by state-run Khadi and Village Industries Commission.