Patanjali Ayurved Ltd on Thursday launched value-added products such as peas, French fries and dairy items as Baba Ramdev-led company struggles with slowdown in sales growth due to generic competition.

Patanjali's frozen products list includes vegetables like peas, sweet corn, mixed vegetables & potato fingers (french fries).

The company has also launched packaged drinking water under brand 'Divya Jal' and will soon come out with its natural mineral water and herb-infused water.

Patanjali has also forayed into the dairy space with the launch of products like cow milk, curd, buttermilk and paneer. It will also start selling milk in tetra packs and flavoured herbal milk soon.

The company has tied up with 56,000 retailers to supply milk across Delhi NCR, Rajasthan, Pune and Mumbai and it expects to produce 10 lakh litres of milk in 2019-2020.

Baba Ramdev, the yoga guru-turned-businessman, is trying to defend his own turf by focusing on the cow milk and cow milk-based value-added products segments — a category which has seen a lot of action in recent times.

Patanjali expect to hit revenues of Rs 500 crore through dairy products in 2019 and Rs 1,000 crore by 2020.

The launch of various value-added products comes at a time when Patanjali’s sales growth slowed owing to increased competition from rivals such as Hindustan Unilever and Nestle.

Patanjali’s sales volumes grew 7 percent during October-March 2018 and 22 percent in April-September 2017, according to data from Kantar Worldpanel, a global consumer research firm. That’s a sharp fall from 52 percent growth in October-March 2017 and 49 percent during April-September 2016.

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First Published:Sept 13, 2018 11:23 AM IST