Joining the league of businesses driven by baba’s, Spiritual guru Sri Sri Ravi Shankar’s consumer products brand Sri Sri Ayurveda has recently launched Ojasvita, a health drink.
The drink, which will be available in six flavours including chocolate, strawberry, vanilla, mango and Ragi was unveiled by Olympic silver medalist PV Sindhu and chief National Coach for the Indian Badminton team Padmabushan P Gopichand. Both Sindhu and Gopichand has been signed on as brand ambassadors.
The 200 gram packs are priced at Rs 120.
Sri Sri Ravishankar entered the FMCG space with the launch of his company Sri Sri Ayurveda (SSA) in 2003 and majorly focuses on Ayurvedic products. SSA has products across categories such as breakfast cereals, health drinks, oil, spices, personal care, oral care, cookies and ready-to-cook items. And plans are afoot to launch more products in the personal care space and home care space, in this financial year.
The Indian FMCG space, so far ruled by urban Indian as well as multinational companies, has recently been witness to the entry of a whole new entrepreneur of sorts – the Indian baba.
Using their spiritual background as a solid foundation on which to build their brands upon, gurus like Baba Ramdev and Baba Gurmeet Ram Rahim Singh have successfully managed to bag a large piece of the consumer goods market pie. They play up the swadeshi angle, use the Make in India card to their advantage and claim their products are 100 per cent natural, as opposed to those manufactured by MNCs in India.
But unlike Patanjali, which has a strong presence and is aggressively marketing its products by forging ties with big departmental stores, SSA has still to develop a network that can sell its products.
It is currently selling products through 600 franchised stores, but plans to open 2,500 outlets in India by 2017. Besides, SSA already has an online presence and sells products through its websites. The CEO of Future Retail, Kishore Biyani, has also expressed interest in retailing SSA products from his stores.
SSA’s online portal, Sattva Store, also offers apparels, wellness and personal care products, food, handicrafts, among other things.