Future Group to sell Ravi Shankar’s Ayurveda products

India: Future Group stores might have Sri Sri Ayurveda products on their shelves as company is planning to sell Ravi Shankar’s products following the rising demand for ayurvedic products in the country.

Art of Living owned by Spiritual Guru Sri Sri Ravi Shankar sells ayurvedic products in categories such as food and nutrition, personal category and health category under the brand name of Sri Sri Ayurveda. It also has an online portal named www.sattvastore.com which sells spices, soaps, fragrances, apparels and candle lights.

Future Group had entered into a marketing partnership with Patanjali Ayurveda in October last year to sell its products and it was expecting to do business worth INR 1000 crore in the next 20 months with Ramdev’s Patanjali products.

According to TechSci Research, Indian consumers are putting a lot of emphasis on ayurvedic products and that has made it a big business with plenty of opportunities for new entrants like Sri Sri Ayurveda and Patanjali. However, selling Ravi Shankar’s products through Future Group stores would pose a challenge for Patanjali products as they both would be competing against each other in ayurvedic products category. Going forward, this move is expected to benefit average consumers in the country, who will have more products to choose from and this might lead to competitive pricing from both Patanjali and Sri Sri Ayurveda.