Patanjali now targets Horlicks |
After taking on global giants like Colgate Palmolive, Nestle and to some extent Unilever in India across various categories in the FMCG segment, yoga guru Baba Ramdev is taking on GlaxoSmithKline Consumer Healthcare, another world major in the health food drink (HFD) category. GSK Consumer, the maker of Horlicks, had announced a disappointing set of numbers for its January-March (Q4FY16) quarter. That resulted in at least three domestic brokerages expressing concern about the MNC major`s ability to compete with Baba Ramdev`s Patanjali Ayurveda, which has recently entered the HFD category with its Powervita brand. It is positioned in the same category that is currently dominated by GSK Consumer`s Horlicks, Mondelez`s Bournvita and Heinz`s Complan.In the past one-and-a-half years, Patanjali has emerged as a strong competitor to Colgate in the toothpaste segment and to Nestle`s Maggi in the instant noodles segment. Among the domestic FMCG majors, it is now a competitor to Dabur in honey and Chawanprash, Amul in cow ghee and Emami in fairness cream. In the soaps segment, Patanjali is competing against HUL, ITC and Godrej.
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