Ramdev's Patanjali launches dairy products; cow milk to cost Rs 40 per litre

By entering into the dairy segment, Patanjali is planning to take on Amul on the distribution and pricing front.

Baba Ramdev

New Delhi: Making further inroads into the country’s FMCG market, Baba Ramdev’s Patanjali on Thursday launched new range of dairy products namely cow milk, curd, paneer, butter milk. Alongside, the yoga guru-turned businessman also launched frozen vegetables, mixed vegetables, potato finger chips, solar panel and divya jal (packaged mineral water). The products will first be launched in Delhi-NCR, Rajasthan, Haryana and Maharashtra in the first phase. Patanjali already sells cow ghee and cow whole milk powder. The cow milk will be priced at Rs 40 a litre. By entering into the dairy segment, Patanjali is planning to take on market leader Amul on the distribution and pricing front. "Our milk would be cheaper than other established brands by Rs 2," said Ramdev at the event. Ramdev said the company aims to increase the production of cow milk to 10 lakh litres by next year. "From tomorrow 40 lakh litres of cow milk will enter the markets." "We plan to launch table butter, herbal flavored milk... garments, shoes very soon,"he  added.

हर बूँद में शुद्धता ! Quench your thirst with Patanjali Divya Jal ! pic.twitter.com/SJDQI8o81S

— Swami Ramdev (@yogrishiramdev) September 13, 2018

Fearing competition from Patanjali in the dairy industry, Ramdev said other milk companies began paying dairy farmers a lot more than what was offered earlier."When we started collecting milk from Bikaner and Shekhawati, other milk companies began giving fairy farmers an extra three to four rupees per litre to them." The Haridwar-based firm has established a network of around 56,000 retailers. Ramdev said Patanjali clocked a turnover of Rs 12,000 crore last year. Earlier, the launch of Patanjali Ayurved's WhatsApp-rival Kimbho app missed its official roll-out date of August 27. The "swadeshi" app was reportedly taken down from Google Play Store in May due to poor security and performance. (WATCH BELOW)