Patanjali, which had surpassed traditional brands in TV advertising spending in 2016, has now decided to massively push for online sales, via multiple mediums.
The news is coming out that some high-level partnership is being currently formulated between Patanjali and all major e-commerce portals.
Meanwhile, Reckitt Benckiser has dragged Patanjali in Delhi High Court over branding issue.
Patanjali’s Online Push Starts
Patanjali already has an online portal with the name of patanjaliayurved.net, where they sell their products online. But now, partnerships and collaborations seem the next step.
As per confirmed reports coming in, Patanjali will now partner with 8 major e-commerce brands for selling their Ayurved products online.
These 8 e-commerce portals are Amazon, Flipkart, Paytm Mall, 1MG, Bigbasket, Grofers, Shopclues and Snapdeal. Only 1MG sells medicines and drugs, while BigBasket and Grofers are on-demand grocery order portals, while the rest are prominent e-commerce portals.
On 16th January, a major event is taking place, where representatives from these 8 major e-commerce portals would be invited, and the collaboration would be formally announced.
Confirming this development, Patanjali spokesperson SK Tijarawala said,
“We are now going into a massive way. Now, we would have an organised and systematic agreement with the players to place our all product online, so that it could reach to customers to the end point,”
As per SK Tijarawala, Patanjali’s online retail push will ‘change everything’. He said,
“The retailers and aggregators would share the dais (on January 16th)… They are coming and making the announcement together that they would be working with brand Patanjali..”
Some major discount offers are expected to be announced on January 16th. We will keep you updated.
Patanjali Dragged To Court by Reckitt Benckiser
Meanwhile, in a related news, Reckitt Benckiser has dragged Patanjali to Delhi High Court for a case related to brand infringement case.
Reckitt Benckiser is a British multinational consumer goods company headquartered in Slough, England, and they sell toilet cleaner Harpic in India.
As per the case filed by Reckitt Benckiser in Delhi High Court, Patanjali’s Green Flush Toilet Cleaner has copied the pattern and shape of the Harpic bottle sold in India and, have created their labelling and usage instructions based in Harpic, as part of their deceptive marketing technique.
Besides, Reckitt Benckiser has also raised objections over Patanjali ‘mocking’ Harpic brand in their advertisements. Currently, Harpic commands 80% market share in the toilet cleaner category.
Next hearing on this case is due on 11th January.