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Feb, 01 2017

​Sri Sri Ayurveda plans to enter the organic food and home care items' market

Sri Sri Ayurveda had recently launched its health drink brand Ojasvita, endorsed by Olympic silver medalist P V Sindhu and National badminton coach Pullela Gopichand and it is looking to extend the brand to cookies.

Sri Sri Ayurveda, the FMCG arm of Sri Sri Ravi Shankar's Art of Living Foundation, is planning to scale its business by launching masala, home care items, organic food and staples.

The company currently has 30-35 products ranging from shampoos, creams, toothpaste, soaps, honey and ghee among others.

Tej Katpitia, Chief Marketing Officer, Sri Sri Ayurveda, said, "We have a lot that is planned, a lot that is in innovation stage for this year."

The Bengaluru-based company had recently launched its health drink brand Ojasvita, endorsed by Olympic silver medalist P V Sindhu and National badminton coach Pullela Gopichand and it is looking to extend the brand to cookies.

The company, which has three factories at present, is targeting the toothpaste and health snacks space in particular to capture growth and are also looking to increase brand presence in metros and modern retail.

Katpitia added, "Going forward, our health drinks and toothpaste, these are two areas we are going to focus and get it to as many people as possible."

He said, "We definitely want to increase our availability through franchises, retail and modern trade. That is something on cards this year."

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