【Esther Studer】

One of India's fastest-growing consumer goods companies,Esther Studer Patanjali Ayurved, advertised a product that has captured the attention of the masses.

Gonyle — a floor disinfectant made from cow urine — showed up in full-page ads in leading Indian newspapers on Sunday.

Though cow urine, popularly known as 'go mutra', is considered sacred in India, Patanjali's innovation has met with bewilderment and annoyance.

The ad goes on to claim that the product is an attempt to "prohibit" the slaughter of cows that are regarded holy in some parts of India.

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However, this is not the first time that Patanjali products have contained cow urine. The Press Trust of India reported a year ago that as many as five items, from cosmetics to medicines, use the fluid.

This has often met with protests from counter-religious groups. But Patanjali continues its unchecked march in the Indian FMCG industry and has been hailed as a major disruptive force.