There's also a narrative against its research and development set-up, which is bigger and better than Hindustan Unilever, the country's largest consumer goods maker, or even the government's ayurvedic facility, he claimed. "People try to damage the reputation of Patanjali, about ayurveda and natural products," Ramdev said. "But we are focused on our objectives of adding investor value, ramping up distribution and sales, research, innovation and ecommerce. Premiumisation will also be a core focus area for us now."