Patanjali’s alliance with a luxury powerhouse like Louis Vuitton could be mutually beneficial

ET Bureau|

Jan 12, 2018, 10.38 PM IST

Ramdev-BCCL
Patanjali, looking for Rs 5,000 crore worth of investment, would do well to hear them out too.

Baba Ramdev and Louis Vuitton are not names that go together naturally. But then again, if good health is the ultimate luxury, there is a logic to the French luxury conglomerate LVMH wanting a tie-up with the yoga guru’s fast-growing Patanjali empire ranging from herbal remedies to grocery products and more.

Getting into Ayurveda — arguably an emerging hot international fashion trend alongside yoga and khadi —certainly makes sense for the fund co-owned by LVMH that is looking to invest $500 million in India.

Patanjali, looking for Rs 5,000 crore worth of investment, would do well to hear them out too. There is no doubt that LVMH knows how to upsell a product, so getting the company on board for a future international Patanjali blitzkrieg should not be ruled out, even if Baba Ramdev is known to be leery of multinationals and other non-Indian entities.

Anyway, his company’s CEO Balkrishna has already clarified that there is no question of selling a stake to this foreign (or any) foreign conglomerate.

An unexpected benefit for Patanjali of a possible link with LVMH could be in the personal grooming space, a field in which the French fashion powerhouse is an acknowledged leader.

Since it is especially known for clever cross-branding, could a perfume (or even an apres rasage) named Baba or Patanjali be next on the cards?

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