Indian spiritual guru Sri Sri Ravi Shankar is going head to head with rival Baba Ramdev, announcing plans to open up to 1,000 retail outlets across the country to sell its herbal products, according to a report published by India.com

Ramdev’s popular Patanjali Ayurved line has proven a threat to FMCG majors such as Unilever and Colgate-Palmolive in India. Sri Sri Ayurveda, which launched in 2003 and sells herb-based fragrances, soaps and health drinks, could be the first brand to challenge Patanjali’s dominance of the Ayurveda market as it prepares to open its first bricks and mortar presence next month, the first of 50 stores planned by November.

“People have now accepted ayurvedic products in their daily lives, and we believe our brand offerings are different compared to those of existing players,” Tej Katpitia, CEO of Sri Sri Ayurveda told The Economic Times.