Art of Living Foundation’s FMCG brand Sri Sri Tattva which was formerly known as ‘Sri Sri Ayurveda’ is ready to take on Baba Ramdev’s Patanjali in the FMCG market. Started in 2003, Sri Sri Tattva is now having plans to launch around 1,000 retail stores in the coming two years.
“We are launching an exclusive franchise model to open Sri Sri Tattva brand stores that will serve as one-stop shops for consumers looking for authentic, high-quality products in the Ayurveda and herbal health as well as wellness space across categories,” Tej Katpitia, CEO, Sri Sri Tattva, said in an interview.
While Patanjali has plans to launch new products such as clothes for men, women, and children by April next year, other companies are trying to shift their focus to the herbal sector. To compete with Patanjali, Hindustan Unilever has relaunched its ayurvedic personal care products brand Ayush along with the launch of a new skincare brand Citra.
Sri Sri Tattva has already been selling personal care and home care products such as natural juices, pulses, soaps, and spices through the online websites and retail stores in the country. With the estimated following of 370 million people across the globe, Art of Living’s Sri Sri Tattva can be the next big player in the FMCG market.