Patanjali ties up with Future Group to sell ayurvedic products

Yoga guru Baba Ramdev entered into a partnership with retail giant Future Group on Friday to sell Patanjali Ayurveda products through the latter's stores.

The announcement was made at an event in New Delhi by Ramdev and Future Group's Chief Executive Officer (CEO) Kishore Biyani, known as the father of India retail.

With this tie-up, Future Group gets an exclusive right to sell Patanjali products in its outlets like Nilgiris, Food Bazaar, Food Hall and Big Bazaar.

Ramdev, founder of Patanjali Ayurveda, said his products will get a wider reach now.

"I felt that in India if there is a king in the field of retail then it is Kishore Biyani and the name 'Big Bazaar' itself is big and their reach is also wide. Patanjali was in need of an Indian retail companion and that need has been fulfilled by 'Big Bazaar'," he said.

Meanwhile, Biyani said the partnership aims to make healthy and ayurvedic products available to more people.

"We are also going to open an office in Haridwar to intensify our deals and relationship. There were case studies made when Walmart and Proctor and Gamble came together. I feel that the tie-up between Future Group and Patanjali should be studied and taught in Indian management schools. I welcome the partnership and I have given assurance that within 20 months we will do business worth rupees 1000 crore together," he said.

Managing Director of Patanjali Ayurved, Acharya Balkrishna, was also present at the event.

The Future Group operates some of India's biggest retail chains including Big Bazaar, eZone, Brand Factory and Home Town.

Patanjali Ayurveda offers an entire range of FMCG products that include food, staples, nutrition and hair products among others.