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Patanjali products has stirred other brands so much so that FMGC ITC has introduced a localised drink named Kinnu that will target Punjab, Delhi, Chandigarh, and other UP regions. However, it should be noted that Patanjali products already have a strong hold in these areas and ITC cannot take this lightly. Shiv Khera also voiced his opinion stating: although Indian market is huge and there’s innumerable chances to grow, companies should equally take care of their competitors. Only 25% of juice companies are organised while the rest 75% are localised. In the 25%, 55% is taken over by Dabur Real and 30% by Pepsi. So ITC has to play courteously to overtake Patanjali and win a spot.

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