Consumer goods firms take steps to counter Baba Ramdev's Patanjali

Ramdev's company remains a dominant player in the naturals space, but products of rivals also gain popularity

A biopic series on the life of yoga-guru-turned-entrepreneur Ramdev will be premiered on the new general entertainment channel Discovery Jeet on Monday. While the series will highlight many unknown facets of Ramdev, a key part will be his journey of taking Patanjali, an ayurveda consumer goods company co-founded by him and close aide Balkrishna, to the top. 

At Rs 105.61 billion, which is its top line for the financial year 2016-17, Patanjali is easily among the leading consumer goods players in the country, having multiplied revenue over 20 times in the last five years. The period also saw the firm take