Sri Sri Tattva invests Rs 200 crore in marketing, to take on Patanjali

By

Isabelle Crossley

Published
Jun 8, 2018

Sri Sri Ravi Shankar’s fast moving consumer goods (FMCG) brand Sri Sri Tattva has earmarked Rs 200 crore ($30 million) for a large scale marketing campaign, according to media buyers.

Sri Sri Tattva, the FMCG brand of the Sri Sri Ayurveda Trust, sells natural beauty products and clothing among other FMCG products. The brand will unleash a large scale marketing campaign valued at Rs 200 crore by media buyers as reported by ET Bureau, although the brand itself has made no official statement on the investment total itself.

“For us, this year is a time when our efforts of the past year and a half, in terms of expansion in retail, will be solidifying,” said Sri Sri Ayurveda Trust’s Chief Executive, Tej Katpitia. “Our advertising will be aggressive and healthy, definitely much different from what it was in the past years.” Mass media advertising and outdoor campaigns will both play into the strategy.

Katpitia also explained that the plan is to create three or four major campaigns this financial year (FY19). The adverts will play on news, entertainment, and regional networks and will be supplemented by outdoor campaigns. “Our biggest focus is to increase our reach and awareness,” said Katpitia.

The Sri Sri Ayurveda Trust plans to open 1,000 retail outlets across India for its brand Sri Sri Tattva. The brand is looking to become a major player in the Ayurvedia section of the market which is growing rapidly in India and the natural section of India’s personal care market was recently valued at Rs 18,500 crore by Nielsen.