Sri Sri Tattva: Diversification and Expansion Spree
In mid-2018 Sri Sri Tattva (SST), an Indian fast-moving consumer goods company (FMCG) company was planning to launch 1,000 exclusive stores across the country. Some 600 of these stores were expected to be operational by March 2019. The company had also announced its intention to enter 30 new countries, with a particular focus on Latin America, including Brazil and Argentina. The company leveraged, to a certain extent, the popularity and mass influence of its founder Sri Sri. With its wide range of ayurvedic and organic product categories, SST was poised to challenge established players such as Patanjali, Dabur, Hindustan Unilever, Emami and Himalaya in the FMCG market.