'The man who enabled Patanjali to disrupt the FMCG space'

Pittie Group’s association with the Patanjali Ayurved brand dates back to 2012 when it began distribution for their range of products in general trade. In 2014, Pittie began associating with Patanjali in modern trade as well, supplying their products to a wide range of retail chains.
CEO of the Pittie Group, Aditya Pittie, speaks to Progressive Grocer about how his company’s distribution network has helped Patanjali forge a solid partnership with modern retail…
Tell us about your company and its distribution business with Patanjali Ayurved?
The Pittie Group is a conglomerate that has made its mark across diverse industries and sectors such as real estate, FMCG distribution, quick service restaurants and e-commerce. The company previously also owned Sanskaar TV and we also have plans to launch another religious channel, ShubhTV on similar lines. Our association with the Patanjali Ayurved brand dates back to 2012 when we began distribution for their range of products in general trade. In 2014, we began our association with them in modern trade as well, supplying their products to a wide range of retail chains across the country such as Reliance Retail, Spencer’s and DMart.
What do you feel is your competitive and market advantage in the distribution business?
Perhaps our biggest advantage is the kind of logistics and supply chain expertise we off er. We have a large distribution network across the country and a solid partnership with the various modern retail players. Considering that the FMCG share in modern retail has grown steadily since 2014, we believe we have a competitive edge in the distribution business.
Which are the key attributes that FMCG players look for in their distributors?
Reach is certainly a key factor. Additionally, I think a strategic and innovative approach helps to build the brand’s market share. We at the Pittie Group consistently strive to reinvent our distribution strategy, thereby enabling Patanjali to disrupt the FMCG space.
Is there any difference in Patanjali’s distribution model over other leading FMCG producers?
Patanjali follows a controlled pricing strategy and ensures that their products are of the highest quality standards. Patanjali has proven themselves purely on the basis of the quality of their products. It is something we have much respect for since Patanjali has grown as a brand that is committed to providing healthy and affordable products to the Indian consumer. In addition, many of the smaller storekeepers are also inspired by Swamiji’s swadeshi ideology, thereby giving the brand an advantage over other FMCG players.
Apart from Patanjali, who are the other major FMCG players for whom you distribute?
Currently, we are distributors only for Patanjali Ayurved, but we are also open to working with other FMCG players in the future. We already have a robust distribution network in place and would be able to leverage it well for other brands too. We work with a host of modern retail players such as Reliance, Star Bazaar, Grofers, DMart, Spencer’s, Metro and many more.
What is the scope for automation and technology in the distribution of FMCG goods?
Rural markets can benefit a lot from technology today, since there is now a greater penetration of smartphones and internet connectivity in these regions. The possibilities are endless and I do believe that in the next couple of years technology will have a large role to play in FMCG distribution in rural markets as well.