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E-commerce battleground: After JioMart, Commercial launch of Patanjali's 'OrderMe' platform soon

CNBCTV18 logo CNBCTV18 02-06-2020 Priya Sheth

A few weeks after the launch of JioMart, Baba Ramdev's Patanjali Ayurved is playing its Swadeshi card with the launch of its new e-commerce platform OrderMe.

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At present, the company has launched OrderMe on a pilot basis but a commercial rollout of OrderMe is expected very soon. The company confirmed the pilot launch of the platform.

Owing to the outbreak of coronavirus in India, businesses have realised the importance of online channels. Patanjali too is carving out a large scale digital strategy as consumers shift their preferences towards online shopping. Patanjali is expecting 20 percent of its revenues to come from digital channels in the next 2-3 years, said sources close the development.

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At present, Patanjali makes a very small share or a sub-five percent share of its revenues from online channels. The company believes the launch of 'OrderMe' could be a game-changer in its online strategy.

The company is planning to launch OrderMe in three phases. The first phase will include roping in 1500 exclusive Patanjali stores to cater to online demand. The second and third phase will see a similar number of stores being roped in, said a person close to the development.

Along with groceries, Patanjali will also be launching the 'organic fruits and vegetables' category on OrderMe. For this, the company is working with farmers and suppliers to ensure the quality and affordability of organic produce.

To ensure same-day delivery or two-hour delivery, Patanjali is working on tie-ups with courier companies like DTDC, Delhivery and even cable TV operators to ensure hyperlocal delivery of products.

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