Ramdev, The Baba of Business, Takes The Hyperlocal Route With Pluss Patanjali Ayurved ties up with Pluss delivery service.

By Tripti Narain

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

World Wide Web
Baba Ramdev, Co-founder, Patanjali

Baba Ramdev has expanded his empire beyond Yoga to FMCG and claims to have crossed Rs 2000 cr in turnover in 2015. The yoga guru's company Patanjali Ayurved Ltd that sells everything from groceries and medicines to home and personal care items.

Market penetration

Playing on the fact that all Patanjali products are 10-40 per cent cheaper than MNC brands in the market, Ramdev aims to take the game a notch higher by collaborating with Hyperlocal startup Pluss. Pluss is a delivery startup for medicines and healthcare products.

Gurgaon-based Pluss will sell Patanjali's range of fast moving consumer goods products, including, groceries, nutrition, healthcare, skincare, dental care and toiletries, through its app, across Delhi and the National Capital Region.

This on-demand platform addresses the consumers' urgent pharmaceutical and health needs. It earns revenue by charging the partner a certain percentage of every order placed through their app. Founded in 2015 by Pandey, Atit Jain and Tarun Lawadi, Pluss, serves four product categories - baby care, pet care, personal wellness and daily essentials. By collaborating with Patanjali, they aim to take the Ayurveda-based products to the masses in Delhi-NCR.

Pluss is backed by venture capital firms, IDG Ventures India, Singapore's M&S Partners and US-based Powerhouse Ventures.

Sky's the limit

Ramdev and his close associate Acharya Balkrishna are quite upbeat about their expansion plans. According to a report, Patanjali will foray into malted beverage drinks. With malted drinks that are popularly known as health drinks in India, Baba Ramdev plans to take on multinational giants in a big way this year.

This year, Ramdev will also do something that he has not done before is - tie up with an advertising agency for future expansion.

Tripti Narain

Managing Editor, Entrepreneur Media (India)

A Digital enthusiast, news specialist, entertainment junkie, unsolicited opinion giver, bona fide foodie and a Delhi lover. Join me @TriptiAbhishek on Twitter

Related Topics

Business News

Former Pediatrics Professor Donates $1 Billion, Makes Albert Einstein College of Medicine Tuition-Free

Dr. Ruth Gottesman's husband left her $1 billion in Berkshire Hathaway stock with the following instructions: "Do whatever you think is right with it."

News and Trends

Merak Ventures Invests USD 1.45 Mn in Agri-food Startup Farmtheory

The investment will enable Farmtheory to scale its operations, mainly focusing on expanding its supply arm.

Social Media

With This LinkedIn Algorithm Change, Your Best Posts Could Reach New Readers for Years

It's one of many new features rolling out on the platform in 2024.

Science & Technology

How Can Marketers Use ChatGPT? Here Are the Top 11 Uses.

With the recent developments in AI and the popularity of ChatGPT, you may want to integrate AI into your marketing practices. Find out how.


5 Ways ChatGPT Will Impact Digital Marketing

ChatGPT is creating ripples across the digital landscape right now. Here are five ways it can benefit your ads, campaigns and marketing strategies.

Growth Strategies

IIFL Founder Nirmal Jain On The Lessons He Learnt During His Career

Nirmal Jain, Founder of IIFL Group, is credited with building one of the largest financial services groups in India in just about two decades.