Bigger India
Patanjali effect: Aam panna can get to sit with Tetley and Starbucks
Brands that sold desi products were once considered downmarket. Then came Yoga guru Baba Ramdev who made Desi look cool.
Ramdev’s Patanjali Ayurved — a small pharmacy that grew into an FMCG giant in just a decade — has forced even big MNCs to sell desi brands.
Directly or indirectly, Ramdev has revolutionised India’s entire FMCG segment. Tata GlobalBSE -0.63 % Beverges Limited (TGBL) expressing interest in ethnic-drinks brand Paper Boat is a reflection of how desi brands have become important in the Indian market.