Patanjali plans pan-India splash with Divya Jal

After shaking up the fast moving consumer goods (FMCG) space in India, Yoga guru Baba Ramdev is all set to make a splash with the packaged drinking water market in the country.

Patanjali Ayurved, which had last year announced that it will launch Divya Jal, has now started the process of inviting distributorship for its packaged drinking water across key markets in the country. With this process expected to be completed in the next 30-45 days, the FMCG firm is hoping to hit the market well in time for the summer season this year.

When contacted by DNA Money, Ramdev’s spokesperson S K Tijarawala was not available for comments on the product pricing details related to the company’s packaged drinking water brand Divya Jal. However, it is understood that the company has already kick-started the process of appointing distributors for the same.

Ujjwal Bharat LLP, a Navi Mumbai-based firm has already been brought on board as zonal channel partner for Divya Jal. This firm will also be responsible for evaluating and appointing distribution partners based on their experience, expertise, network and infrastructure (manpower, vehicles, etc) required for Patanjali’s packaged drinking water brand.

In a recent advertisement in newspapers, Ujjwal Bharat on behalf of Patanjali invited applications from distributors in Mumbai (Maharashtra), Goa, Gujarat and Rajasthan.

‘The packaged drinking water brand Divya Jal, according to Patanjali, will be launched in all stock keeping units (SKUs),’ the company said in its communication.

Targeting Rs 1,000 crore in sales by 2018-19, the company is said to be bottling the drinking water from its manufacturing facilities at Haridwar and Lucknow in Uttar Pradesh. Tijarawala had said last year, is being sourced from the foothills of Himalayas.

Based on Patanjali’s claims, its brand Divya Jal is expected to be in direct competition with the likes of Himalayan from NourishCo (a joint venture between Tata Global Beverages and PepsiCo India Holdings) and Qua, which is owned by The Narang Group.

Indirect competition will be from brands like Bisleri, Bailey, Aquafina, Kinley, Oxyrich and Rail Neer among others that sell reverse osmosis (RO)-based packed drinking in the market that, according to Euromonitor International, is projected to more than double to Rs 15,080 crore in 2021 from Rs 7,040 crore in 2016.

Patanjali Ayurved, with revenues of over Rs 10,500 crore in 2016-17, had announced that it will launch Divya Jal in the Indian market in August 2017.

While the initial plan was to hit North India during the Diwali festive season last year, Patanjali appears to have missed the targeted launch timeline as the products are nowhere to be seen.

Source: DNA Money