Baba Ramdev’s Patanjali is planning to foray into the Khadi and frozen vegetables market with an investment of Rs 10,000 crore. The company has already initiated a pilot launch of a few frozen vegetables like peas in some states. Patanjali now plans to sell frozen vegetables like peas, carrot and cauliflower to shake the dominance of existing retailers with its entry. After successful launch of a couple of products in the first phase of expansion, the company reportedly plans to add at least 6-7 more frozen vegetables to its offerings in the second phase of the launch. It plans to procure vegetables from its units in Uttrakhand, Chhattisgarh and Maharashtra. The company wants to open nearly 10,000 retail outlets across the country by 2019. The frozen fruit and vegetables market in India is estimated to be around Rs.1,500 crore and is growing rapidly due to rising disposable incomes in India and increased spending on quality food items.

(Source : Economic Times, July 18, 2018)