Indian badminton professional, P V Sindhu at the launch of Sri Sri Tattva’s Ojasvita health drink. (Source: BloombergQuint)

Sri Sri Tattva Ties Up With BigBasket To Strengthen Online Presence

A day after Patanjali Ayurved Ltd. tied up with eight online players to sell its products which includes BigBasket.com, Sri Sri Tattva, formerly known as Sri Sri Ayurveda, has also entered into a partnership with the online grocery portal to sell its products.

This partnership will give the ayurvedic consumer goods player access to about 15 million customers as BigBasket gives it prominent presence on its website and mobile app. Sri Sri Tattva already has limited online presence through its own website.

This partnership (with Sri Sri Tattva) is driven by a change in consumer sentiment, Hari Menon, founder of BigBasket.com told BloombergQuint in an interview.

The Sri Sri Ravi Shankar-led consumer company is open to partnering with more online grocery retailers to increase its reach, especially in semi urban areas. The company also plans to add another 600-700 distributors by the end of the next financial year. Currently, Sri Sri Tattva has almost 700 distributors on board.

The fast-moving consumer goods major will launch more products in the organic food space, Tej Katpitia, chief executive officer of Sri Sri tattva told BloombergQuint, on the sidelines of India Food Forum.