The company will sell its products through teleshopping, online platforms, and mobile apps. C P Arora, an MSG director, told the Press Trust of India that there is already demand from the US, Canada, England, Germany, and Australia.

However, these companies haven’t had a smooth ride. Patanjali products have run into trouble over safety concerns. In December, its desi ghee (clarified butter) was tested for fungus, days after its instant noodle brand was under the scanner for not having the requisite food safety approvals.

Competition heats up

So, should Patanjali, the current star, worry about the sudden influx of me-toos? Not really, according to Deepak Singhal, Patanjali’s chief strategy officer.

“There is no competition as such. These new entrants have a long way to go before they can match Patanjali,” Singhal told Quartz. If anything, he said, they could help spread awareness of natural and Ayurvedic products.

“We have the advantage of originality, they (new firms) are trying to take a piece of the pie,” he said.

Let the divine games begin.

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