Baba Ramdev’s Patanjali Ayurved Ltd has launched special discounts and combo offers on several products as the consumer goods company looks to beat sales slowdown owing to the stiff competition.

For the first time ever, the Haridwar-based company has launched offers like ‘Buy 3, Get 3 free’ and ‘50% off’ on select food categories.

“The company has realised that it’s important to price products and offer deals in line with the competition,” a source close to the development told CNBC-TV18.

The aggressive discounts come at a time when larger rivals in the food and beverage category are also offering promotions on seasonal products.

As per the sources, these special offers have been launched as part of the “push- off sale” strategy, wherein companies advertise heavily and try to convince the customer to buy.

Patanjali, owned by yoga guru-turned-businessman Baba Ramdev, witnessed stellar growth in the initial years, led by its vast array of products, but a combination of internal and external factors stalled its growth in the fiscal year 2017-18. Sales in FY18 were around Rs 8,148 crore, a 10 percent decline from FY17.

While external factors like demonetisation and transition to GST impacted sales to some extent, supply chain and weak distribution network also put brakes on growth.

According to sources, the aggressive push-off sales strategy will help Patanjali improve supply chain efficiency and drive sales.

The company has launched special economy offers in 5-6 foods categories such as juices, atta, oil, oats, ready-to-eat products.

For products with a longer shelf life such as face wash and shampoos, Patanjali has launched combination offers.

In a response to CNBC-TV18's query, Patanjali Ayurved spokesperson confirmed the launch of these combo and economy packs.

First Published:Jul 2, 2019 1:50 PM IST