Baba Ramdev and his FMCG baby Patanjali Ayurved Ltd. are not going to leave any business untouched. The company’s next venture is a packaged drinking water line, which is as high on divinity and purity as it can be. Ad nauseum. Make way for Patanjali’s Divya Jal.
The water will reportedly be sourced from the foothills of the Himalayas (because that’s never happened before). The product will be bottled at Patanjali’s factories in Haridwar and Lucknow. The latter has a capacity of bottling 100,000 litres of water per day. Meanwhile, other production avenues may also be sought, like joint ventures and third-party contracts.
Divya Jal will be brought to the North Indian market this Diwali. The rest of the country would be able to sip on Patanjali’s bottled water over the next three to six months, according to Baba Ramdev’s spokesperson, S.K. Tijarawala.
While there has been no comment on the pricing of this new product, the company is targeting sales of INR 1,000 crore for 2018-19.
Image: David Avocado Wolfe
We don’t know how different this ‘divine water’ will be from all other bottled water brands, but we do know that this is not the first time we’ll be served water sourced from the foothills of the Himalayas. Currently NourishCo, a joint endeavour of Tata Global Beverages Ltd and PepsiCo India Holdings Pvt. Ltd, is selling Himalayan, a packaged drinking water that the company claims is sourced from the foothills of the Himalayas.
Further, Patanjali will be met by some heavy competition in the market with brands like Ramesh Chauhan-owned Bisleri International Pvt. Ltd.’s Bisleri, PepsiCo Inc’s Aquafina, and Kinley, marketed by beverage giant Coca Cola Co among many others.
Feature Image: Connect Gujarat