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.