Sri Sri Ravi Shanker's Art of Living Foundation to launch 1000 ayurvedic retail stores
Along with selling ayurvedic products, the guru will also launch treatment centres, which is a similar business strategy to Baba Ramdev, the owner of India’s largest ayurvedic health and beauty company, Patanjali. Along with personal hygiene products such as toothpaste, the Art of Living Foundation will also sell cleaning products like detergent and even food items such as ghee and cookies, again much like Patanjali.
Tej Katpitia, the Chief Executive of Sri Sri Ayurveda, Sri Sri Ravi Shanker’s business, said: “People have now accepted ayurvedic products in their daily lives, and we believe our brand offerings are different compared to those of existing players.” The stores will be opened under the Sri Sri Tattva brand.
Although the brand has been selling a small range of health and beauty products since 2003, this coming retail expansion will transform the brand from a small-scale operation into potentially a retail giant. Along with the new brick and mortar stores, the brand will expand its product base to 300 items and add new food and homeware categories to its roster. The company manufactures its products in India at three different sites and, with the rise of ayurvedic and natural cosmetic and healthcare products, the time seems right for the brand’s expansion.
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