A Competitive Study on Patanjali

Personal Care Products

Summer Training Project Report

Submitted to: Godrej Consumer Products Ltd.
Consumer Insights Team
Submitted by: Sushant Lakshmynarayanan (MMS Marketing)
June 2016
1
 Background on Patanjali Ayurved Ltd.

• Patanjali Ayurved Limited, located in the industrial area of Haridwar, is the manufacturer of
herbal and mineral products.
• According to CLSA and HSBC, Patanjali is the fastest growing and fast-moving consumer
company in India.
• Patanjali likely to double its revenue to Rs 10,000 crore in FY16 from Rs 5,000 crore in
FY15
• The brand is backed by Baba Ramdev which has fuelled belief in the brand.
• The brand has its presence in categories such as personal care, food, home care, nutrition
& supplements and health care.
• Its stellar growth has fuelled competition with other FMCG companies like HUL, Dabur, ITC
and P&G.

2
 Research Objective

• To understand key triggers and barriers to Patanjali personal care products range
and chalk out future plans for GCPL accordingly.

3
 Research Methodology

• Research Design: In-Depth Interviews

• Sample Areas: Mumbai and Lucknow
• No. of Interviews Conducted: 42
17 interviews – Mumbai
25 interviews - Lucknow

4
Patanjali Personal Care Products are as below

Dental Care Skin Care Toiletries Hair Care

1) Toothpaste 1) Body Care 1) Detergent Powder 1) Shampoo
2) Toothbrush 2) Face Wash 2) Detergent Cake 2) Hair oil
3) Toothpowder 3) Face Pack 3) Hand Wash 3) Conditioner
4) Face Cream 4) Soaps 4) Mehendi
5) Foot cream
6) Shave Gel
7) Scrubs

5
 Categories Explored in this Study

Dental Care Skin Care Hair Care

• Toothpaste • Face Wash • Shampoo
• Bathing Soap • Hair oil
• Conditioner
• Mehendi

6
 Research Profile

In-Depth Interviews
Toothpaste Face Wash Soaps Shampoos Hair oil Conditioner Mehendi

Users- 2 Users- 2 Users- 2 User- 1 User- 1 User- 1 User- 1

Aware non Aware non Aware non Aware non Aware non Aware non Aware non
trialist-1 trialist-1 trialist-1 trialist-1 trialist-1 trialist-1 trialist-1

TOTAL MUMBAI INTERVIEWS – 17

Toothpaste Face Wash Soaps Shampoo Hair oil Conditioner Mehendi
Users- 2 Users- 2 Users- 2 Users- 2 Users- 2 User- 1 Users- 2
Aware non Aware non Aware non Aware non Aware non Aware non Aware non
trialists-2 trialists-2 trialists-2 trialists-2 trialists-2 trialist-1 trialist-1

TOTAL LUCKNOW INTERVIEWS – 25

7
Decoding the findings

Understanding Patanjali

Decoding Dental Care

Decoding Skin Care

Decoding Hair Care

Way Forward: Recommendations

8
 Section 1

Understanding Patanjali

9
 Patanjali - Awareness / Triggers and Barriers
Swadeshi Advantage: The swadeshi
movement Patanjali has started has
helped gain trust and confidence among
its users.
• Patanjali has made its presence felt through Brand Ambassador: Patanjali solely
 Word of mouth publicity Triggers works on Baba Ramdev’ as he is a
renowned name in yoga space.
 TV ads Ayurvedic Ingredients: With no
 Print ads chemicals added in their products
patanjali emerged as a winner among
users.
Value for money: Patanjali products are
very much affordable to the Indian
consumer.

Lack of Availability: The weak distribution

network and not enough tie ups with kirana
stores is one major problem.
Barriers
Trust factor: Since it’s a newer brand and its in
the news due to extensive media coverage, the
trust factor is missing among aware non
trialists.
SECTION 2

Dental Care

11
 Spontaneous Associations with Dental Care
• Brushing teeth daily
• No bad breath
• Strong & healthy teeth
• No cavity
• No gum problems
• Dental check up
Brushing the teeth is the basic
hygiene which everyone
follows. User Lucknow)
Going to the dentist once a
month for clean up.
User Mumbai)
Proper dental care will help
Sign of bad breath reduce cavity and gum bleed.
indicates that one is not Aware Non Trialist Mumbai)
taking care of his/her
teeth. Aware Non
Trialist Lucknow)
12
 Products & Practices for Dental Care
• Toothpaste
• Used for brushing twice daily
I use listerine twice a week after
• Needed to remove bacteria, food particles and have fresh breath brushing teeth it adds to the
fresh breath.
User Mumbai)
• Mouthwash (smokers)
• Used post brushing one’s teeth

• Aids in increasing freshness – considered to have a longer lasting & stronger freshness as compared to toothpastes

• Mint (smokers) I carry a mint along with me to

avoid bad breath.
• Carried on oneself User Mumbai)
• Consumed post smoking to get rid of bad breath

13
 Dental care is to protect oneself Dental Care Needs It should be seen that
from cavity and tooth decay. User there is no gum
Mumbai) bleeding. Aware Non
Trialist Mumbai)
NO BAD BREATH: No gum
• Gives an unpleasant bleeding REMOVING GERMS:
odor. • Germs arise of
• It’s a clear example tartar and food
of lack of oral No cavity/tooth particles which gets
hygiene. decay stuck in your teeth
• It is critical to
remove them to
avoid tooth decay.
No bad breath

NO CAVITY/TOOTH DECAY:
NO GUM BLEEDING:
• Leads to tooth decay due
• Gums become weak.
to bacteria
• This leads to bleeding
• It changes the color of the
of gums
tooth to black Removing germs
Getting rid of germs
and ensuring there is
no bad breath. User
Mumbai)
14
Decoding Toothpaste

15
Spontaneous Associations with Toothpaste Toothpaste Usage Habits
 Regularly brushing teeth • Twice a day
 No gum bleed  Morning after waking up.
 Whitening  Night before going to bed.
 Fresh flavor It should help in
stopping gum
 No sensitivity bleeding. (User
Lucknow

It should take care of

Brushing teeth sensitivity. (Aware
regularly using a non trialist Mumbai
proper toothpaste.
(User Mumbai

16
 Toothpaste Needs

FRESH BREATH:
• Toothpaste should Addresses GUM BLEEDING:
sensitivity
get rid of bad • The toothpaste
breath. ingredients address the
Reduces gum
• It should fight bleeding
problems of gum
germs and other bleeding.
bacteria. • Making them stronger
Fights cavity

FIGHTS CAVITY:
• It protects from Fresh breath SENSITIVITY:
cavity/tooth decay. • It should address the
• It is caused by problems of
bacteria causing sensitivity.
germs. • Sensitivity is caused
Removing when one eats
germs something hot or
REMOVING GERMS:
• It should help remove cold.
germ causing bacteria
off teeth.
17
Post understanding the dental care needs, let us look
at how the Patanjali users perceived the brands they
were using before…
Brand Names Working Not Working
Colgate Active Salt Salt ingredients gave a • Produced more foam
good finish to teeth • Due to high
enamel amount of
chemicals What works
• Did not address gum
bleeding What does not
• Does not have an work
appealing taste

Pepsodent Keeps the mouth fresh • Problem of gum

bleeding never stopped
led to frequent visits to
the dentist

Given these positives and negatives, let us understand

how consumers have decoded Patanjali toothpaste…
19
Understanding Patanjali Dant Kanti

20
 Spontaneous Associations with Patanjali Dant Kanti

• Baba Ramdev
• Goodness of ayurveda i.e. neem & pudina
• No chemicals
• Reasonably priced

Patanjali works on the

term Swadeshi. (User
Lucknow

You start to believe the

product when you know its
ayurvedic. (User Mumbai

21
Key Triggers for buying Patanjali Dant Kanti

Users Triggers
Mumbai • Dentist Recommendation
• Gum bleeding was a
major problem so dentist
recommended to try out
Dant Kanti since it is
ayurvedic.
Lucknow • Strong belief in Ayurveda
• Ayurvedic products are
genuine and more
effective. Patanjali
sources directly from
their factory in Haridwar
to their distributors.

22
The Dental Needs Addressed through Patanjali Dant Kanti

Addresses
sensitivity √

Reduces
gum
bleeding√

Fights
cavity
√

Fresh
breath
√

Note: Patanjali Dant Kanti effectively addresses the above needs.

23
 To Sum Up the Toothpaste category…
Brand Name Positives Negatives
Patanjali Dant Kanti • Ayurvedic ingredients • Lack of availability
• Gives fresh breath
• Helps addressing
gum bleeding, tooth
decay well.

Colgate Active Salt • Easily available • High on chemicals

• Cleans the teeth well • Did not address the problems
• Gives fresh breath of gum bleeding and
sensitivity.

Pepsodent • It kept bad breath • Produces foam

away • Does not address major
• Has a good taste concerns like gum bleeding
and sensitivity.

24
SECTION 3

2. Skin Care

25
I. Facial Skin

26
 Spontaneous Associations with Facial Skin
• Healthy skin
• No dark spots
Skin should breathe
• No oily skin like a healthy human
• No dryness being. User Mumbai)

Facial skin should look

and feel fresh. Aware Non
Tralist Mumbai)
It should be free from dark
spots and pimples.
Aware Non Trialist Lucknow)

27
 Products & Practices for Facial Skin
• Face wash I go to spa once in 2
months for facial. This is
• Used twice a day only when I have to
• Used for removing oil and dirt off skin attend family function or
any other occasion.
Aware Non Trialist
Mumbai)
• Bathing soap
• Used twice a day
• Helps in cleansing the body and keep one fresh. I use bathing soap for both
body and skin. I only use
face wash before going out.
User Lucknow)

• Sunscreen lotion
• Used while travelling during summer
• Helps in protecting from sun I apply sunscreen during
summer during
afternoon. User
Mumbai)
28
 Facial Skin Care Needs Dryness and
itchiness adds to
scars due to constant
scratching. (User
NO PIMPLES/ACNE: Mumbai
• Pimples are No
dryness/itchiness NO DRYNESS/ITCHINESS
caused due to
• Gives a discomfort to the
poor diet,
skin
hygiene.
• During winter, skin becomes
• Acne is caused
No oily skin dry which leads to itchiness.
due to oily skin

CLEAR SKIN: NO OILY SKIN

No pimples/acne
• Face should be • Occurs due to sweat /
clean and clear and diet
• It should be free • Tends to give rise to
from spots acne / pimples

Face should be
Face should look Clear skin free from
vibrant and fresh. acne/pimples.
(User Lucknow (User Mumbai 29
Decoding Face wash

30
 Spontaneous Associations with Face Wash Face Wash Usage
• Makes skin smooth Usage:
• Fresh and active
• Removes dirt and oil Twice or thrice a day
• Gives a youthful look to the skin • After waking up in the morning
• Helps in removing acne and pimple off skin. • While travelling
• In the evening after coming back from
office(working) or after doing household
Smoothens the
chores(housewives)
skin and leaves a
shine. (Aware non
trialist mumbai

It removes dirt and oil Helps in removing

off skin makes it look pimples and acne off
fresh and active. User skin. User Lucknow)
Mumbai)

31
 Face Wash Needs

REMOVES OIL
Youthful look
AND DIRT: SMOOTH & CLEAN:
• Face wash • Post applying
needs to face wash, Skin
remove should feel
bacteria which Smooth & clean smooth and
causes oil and clean.
dirt

Removes acne
and pimple
REMOVES ACNE
AND PIMPLE: YOUTHFUL LOOK:
• Acne and pimple • Face wash gives
are caused due youthful look to the
to heat leads to skin.
Removes oil
oil accumulation • Expecting some
and dirt off skin
on face. anti ageing
• Face wash needs properties.
to address these
problem well. 32
 Post understanding the facial skin care needs, let us look at
how the Patanjali users perceived the brands they were using
before…
Brand Names Working Not working
Himalaya Neem Face wash • Presence of herbal ingredients • Does not have an effect on oily
like neem skin
• Helped keep the skin neat & • Does not work on reducing
clean pimples & acne

Clean n Clear Foaming Face • Keeps the skin fresh and clean • Does not work effectively on
wash • Works well for acne and pimple dry skin
removal
• Easy to carry

Given these positives and negatives, let us

understand how consumers have decoded
Patanjali face wash…
34
Understanding Patanjali Face Wash

35
 Spontaneous Associations with Patanjali Face Wash
• Neem and tulsi extracts works well on skin
The face wash
• Keeps the skin clean and fresh ingredients work well
on the facial skin
• Removes dirt and oil User Lucknow)
• Nice fragrance
• Reduces acne and pimple problems

Removes dirt and oil

Patanjali face wash off the skin. User
makes the skin Lucknow)
radiant and refreshed
User Mumbai)

36
Key Triggers for buying Patanjali Face wash
Users Triggers
Mumbai • Medical Reasons:
• He used to get scars on
his skin due to allergic
food reaction. Post
which, his doctor
recommended him to
try out the face wash.
Lucknow • TV ads
• Baba Ramdev’s yoga
program on Aastha
channel

Variants users are currently using:

• Aloevera Gel
• Lemon Honey Face wash
• Neem Tulsi Face wash
The Facial Skin Needs Addressed through Patanjali Face wash

Skin looks
Youthful look
smooth & =
clean
Skin looks
smooth &
clean √

Removes
acne and
pimple √

Removes oil
and dirt off
skin
√

Note: Patanjali Face wash successfully addresses the above problems except for the youthful
look as Patanjali face wash does not guarantee that.
38
 To Sum Up the Face wash category…

Brand Names Positives Negatives

Patanjali Face wash • Affordable • Color not appealing.
• Skin feels smooth and clean • Skin feels dry post 4-5 hours
• Helps reduce pimple and acne of use

Himalaya Neem Face wash • Presence of tulsi
• Keeps the face neat and clean
Clean n Clear Foaming Face • Helps keep skin oil free
wash • Good fragrance
• Comes in small size
• Easily available
• Did not address pimple
problems
• Did not address acne and
pimple problems

39
II. Body Skin

40
 Spontaneous Associations with Body Skin
• Healthy Lifestyle Having a proper diet
• Bathing Soap and eating healthy
food and proper
• Sun Protection lifestyle is important.
(User Mumbai
• Body Lotion

Applying sunscreen
during summers help
fighting skin infection.
(Aware Non Trialist
Mumbai
Applying body lotion
during winters helps
preventing dry skin.
(User Lucknow

41
 Products & Practices for Body Skin
• Bathing soap
Bathing soap helps in
• Uses bathing soap for both body and skin keeping the body clean
and refreshed. (User
Mumbai

• Body lotion
• The skin gets dry and rough during winters, so to reduce it body lotion works effectively.

• Sunscreen
• Sunscreen helps protecting from dark patches on skin caused by excess heat in summer.

Body lotion helps

Sunscreen provide sun reduces itchiness
protection during caused during
summer heat. (User winters.
Lucknow (Aware Non Trialist
Lucknow 42
NO DRYNESS/ITCHINESS
• Dryness Body Skin Care Needs
• Caused during
winters as skin No dryness or
becomes dry itchy skin. (Aware
Body skin should be
• Itchiness clean and free from Non Trialist
• Caused by sweating No dryness or Mumbai CLEAN SKIN:
scars. (User Lucknow itchiness
during excess heat in • Well maintained &
summer. glowing
• Should be free from,
No skin rashes • Skin rashes
• Heat marks

NO SKIN RASHES: There should be no rashes

Clean skin
on skin especially during
• Skin rashes are
summer. (User Mumbai
caused by various
reactions to the
body.
• Mostly caused due
to heat. 43
Decoding Bathing Soap

44
• Spontaneous Associations with Bathing Soap • Bathing Soap Usage Habits
• Ayurvedic Ingredients (users)  Usage
• Good fragrance • Twice or thrice a day.
• Long lasting effect • For morning bath
• Lathers up well • In the afternoon during summer due to
excess heat. (sometimes)
A bathing soap with • In the evening after coming back from
good fragrance work or after doing household chores.
gives a long lasting
effect. (Aware Non
Trialist Mumbai
A creamy texture to
the soap lathers up
well. (User Mumbai

Bathing soap should be

ayurvedic and it should
have a good fragrance.
(User Lucknow

45
 Bathing Soap Needs

Makes one
REDUCES SKIN PROBLEMS: feel refreshed SOFTENS THE SKIN:
• It should help reduce • Daily use of bathing
skin problems soap should help in
• Skin rashes Softens the making the skin soft &
• Heat marks skin smooth.

Reduces skin
problems

CLEANSES THE BODY:

MAKES ONE FEEL REFRESHED:
• Bathing soap should
• Bathing soap needs to
remove dirt and other
Cleansing the make one feel refreshed
harmful particles off body post bath/shower.
your body
• Making the skin clean

46
Post understanding the body skin care needs, let us look at how
the Patanjali users perceived the brands they were using
before…
Brand Names Working Not working
Lux • Refreshing fragrance • Too much chemicals
• Presence of many variants • It dries out the skin
• Size of the soap shrinks within a
week of use
Godrej No.1 • Does very good job of cleansing • Does not work on dry skin
• Skin feels soft • Leaves a white mark after
• Good fragrance scratching the skin surface
• Lathers up well
Dove • Perfume like fragrance • It is very expensive
• Smooth texture • It does not have a lasting effect
• Lathers up well on dry skin

Given these positives and negatives, let us

understand how consumers have decoded
Patanjali bathing soap…
Understanding Patanjali Bathing Soap

49
 Spontaneous Associations with Patanjali Bathing Soap
• Herbal ingredients
• Light fragrance
• Makes the skin smooth
• Helps in dry skin
Patanjali Rose kanti has a
light fragrance does not
have any chemicals.
(User Mumbai
Patanjali soap is full of
herbal ingredients which
solves major skin
problems like dry skin, dirt
and oil.
(User Mumbai
This soap is priced well
considering its herbal
ingredients and other
benefits. (User Lucknow
50
 Key Triggers for Patanjali Bathing Soap

Users Triggers

Mumbai The crowd at Big Bazaar where they

have a separate kiosk of Patanjali
products caught attention of the user
from there he bought the soap as well.

Lucknow She first used it on a trial basis, it gave

good results since then she’s been
using it

Patanjali Soap variants users are currently using are as follows:

• Patanjali Aloe Vera Kanti
• Patanjali Neem Kanti
• Patanjali Rose Kanti
Body Skin Needs Addressed through Patanjali Bathing Soap

Makes one
feel refreshed
√

Softens the
skin √

Reduces skin
problems
√

Cleansing the
body
√

Note: Patanjali bathing soap successfully addresses the above needs

 To sum the bathing soap category…
Brand Names Positives Negatives
Patanjali Bathing Soap • Pure herbal • Availability issue
• Affordable • Packaging not appealing
• Gives a good freshness
• Natural fragrance
• Aloe vera soap gives a cooling effect
• Helps reduce dryness, itchiness and
skin problems like rashes.
Lux • Gives a good fragrance • High amount of chemicals
• Skin feels fresh • Freshness does not last long
• Easily available
• Variants
Godrej No.1 • Cleansing process was good • Does not work on dry skin
• Had a nice fragrance • Leaves a white mark after scratching
• Easily available skin surface
• Presence of variants
Dove • Has a perfume like fragrance • Too expensive
• Smooth texture • Does not have a lasting effect on dry
• Lathers up well skin
 SECTION 4

3. Hair Care

54
 Spontaneous Associations with Hair Care
• Long and strong hair
• Jet black hair Hair should be long,
• Silky and smooth strong and jet black
(User Mumbai
• No hair fall
• No dandruff

Hair should be free

from hair fall and
dandruff. (User
Lucknow

55
 Products and Practices for Hair Care
• Hair oil
• Used to reduce dryness of hair. Proper use of hair oil
• Helps in adding shine to the hair helps get rid of dry hair.
(User Mumbai

• Shampoo
Shampoo post applying
• Used after massaging the hair with hair oil hair oil helps cleanse
• Helps in cleansing the hair the hair effectively.
(Aware Non Trialist
Mumbai

• Hair Conditioner Post shampoo use,

conditioner adds shine
• Helps in smoothening the hair. and smoothens the hair
• Used during certain occasions like parties. (men & women) (User Mumbai.

56
 A proper shampoo Hair Care Needs Hair should be thick
with no hair fall
helps reduce dandruff
and hair fall. (Aware problems. (User
non trialist Mumbai Mumbai

MORE VOLUME: Smooth and NO DANDRUFF:

silky hair • Greasy patches found
• Hair should be thick.
• It should not be prone to in the hair
breakage, hair fall. • It is mainly caused due
More to dry skin
volume

No dandruff

NO HAIR FALL: SMOOTH & SILKY HAIR:

• Rapidly losing hair caused • Hair should be free
by
No hair fall from split ends and
• Dry hair roughness.
• Excess use of • Proper practices w.r.t.
chemicals Hair should be
silky and smooth ones hair care. Proper
with more volume. use of oil, shampoo and
(User Lucknow conditioner.
57
Decoding Shampoo

58
 Spontaneous Associations with Shampoo Shampoo Usage Habits
Shampoo brand • Twice a week
 After waking up in the morning
 Long luscious hair
 During the evening before going
 Its like a medicine for hair out.
The brand which I
am currently using
strikes my mind.
(User Mumbai
Just as we take meds to improve
our health, the same way
shampoo acts as a medicine to
our hair. (User Lucknow

59
 Shampoo Needs

NO DANDRUFF:
• Dandruff is caused Adds shine
by flaky scalp
• Shampoo helps
addressing the
problem well.
No dandruff

ADDS SHINE:
NO HAIR FALL:
• Shampoo helps in
• Dry hair causes
adding shine to the hair.
hair fall.
No hair fall • Hair feels bouncy and
• Shampoo helps
light.
reducing hair fall.

60
 Brand Names Working Not working
Pantene Hair Fall Control • Has a good fragrance • Too high on chemicals
Shampoo • Keeps the hair clean from oil • Does not address to hair fall
and dirt problem

Clinic All Clear Anti Dandruff • Shampoo has a good fragrance • Too much use of chemicals
Shampoo • Makes hair smooth and soft might harm the hair in future
• Works well for hair fall control

Vatika Root Strengthening • Shampoo has natural • Does not have a lasting effect
Shampoo ingredients like henna and on hair fall
olive.
• Works well on dry and rough
hair.

Given these positives and negatives, let us

understand how consumers have decoded
Patanjali shampoo…
Understanding Patanjali Shampoo

62
 Spontaneous Associations with Patanjali Shampoo
• Natural product
• No harmful chemicals
It has helped solve my
• Reduces hair fall problems with hair fall
and dandruff problem.
• Helps in addressing dandruff problem (User Lucknow

The shampoo is made out

of natural ingredients and
no harmful chemicals.
(User Mumbai

63
 Key Triggers for Patanjali Shampoo

Users Triggers

Mumbai • As per the positive word of mouth she got from her mother and
friends she started using it.
• The products are good for daily care as it requires low dosage
Lucknow • Kirana store owner recommended her to buy patanjali shampoo
 Hair Care Needs Addressed through Patanjali Kesh Kanti

Adds shine
√

No dandruff
√

No hair fall
√

Note: Patanjali Kesh Kanti effectively addresses the above needs

 To sum the shampoo category…
Brand Names Positives Negatives
Patanjali Kesh Kanti • Smooth texture • Does not give a silky feel to hair
• Lathers well • Shampoo color unappealing
• Works well with dry hair
• Does not cause itchiness
• Post use, shampoo effect stays
for a day
Pantene Hair Fall Control Shampoo • Has a good fragrance • Too high on chemicals
• Keeps the hair clean from oil • Does not address to hair fall
and dirt problem

Clinic All Clear Anti Dandruff • Shampoo has a good fragrance • Too much use of chemicals
Shampoo • Makes hair smooth and soft might harm the hair in future
• Works well for hair fall control

Vatika Root Strengthening • Shampoo has natural • Does not have a lasting effect on
Shampoo ingredients like henna and olive. hair fall
• Works well on dry and rough
hair.
Decoding Hair Conditioner

67
Spontaneous Associations with Hair Conditioner Hair Conditioner Usage
• Hair feels smooth and silky Usage:
• Affordable • Only during occasions like parties or family
• Reduces split ends function (Women)
• Only if a need arises once in 2 weeks

Helps add shine to the hair It helps reduce split

post shampoo use. (Aware ends. (User Mumbai
Non-Trialist Mumbai

68
 Hair Conditioner Needs

REDUCES SPLIT ENDS: ADDS SHINE:

• Post application of Adds shine • It should add shine
shampoo, conditioner & elegance to the
should reduce split hair.
ends.
Reduces split
ends

STRENGTHENS THE
HAIR:
• It should help Strengthens the
strengthening the hair
roots of the hair
post shampoo use.

69
Let us look at how the Patanjali users perceived the brands
they were using before…
Brand Names Working Not working
Sunsilk Black Shine • Nice fragrance • High amount of chemicals
• Adds shine to the hair
• Hair feels light
TRESemmé • Worked well on rough hair • High on chemicals
• Leaves a good fragrance • Not suitable for all hair
types
Dove Hair Conditioner • Makes hair soft • Does not work on hair
• Reduces split ends breakage
• Hands feel sticky after
wash

Given these positives and negatives, let us

understand how consumers have decoded Patanjali
hair conditioner…
Understanding Patanjali Hair Conditioner

72
 Spontaneous Associations with Patanjali Hair Conditioner
• No chemicals
Patanjali hair conditioner
• Hair feels smooth and silky makes the hair smooth
• Helps repair damaged hair and silky after using
shampoo. (User Mumbai
• Reduces split ends

It helps in nourishing
the hair. (User
It helps reduce split Lucknow
ends and breakage.
(User Lucknow

73
 Key Triggers for Patanjali Hair Conditioner

Users Key Triggers

Mumbai • Chemical based products left a bad effect on her hair

• Which is why she choose to switch to Patanjali due to its herbal
ingredients.

Lucknow • He is an ardent follower of Baba Ramdev.

• Ever since the brand was launched he is been using most of his
products.

Patanjali Hair Conditioner variants users are currently using as follows:

• Kesh Kanti Anti Dandruff Cleanser
• Kesh Kanti Milk Protein Hair Cleanser
• Kesh Kanti Natural
Hair Care Needs Addressed through Patanjali Hair Conditioner

Adds shine
√

Reduces split
ends √

Strengthens
the hair
√

Note: Patanjali Hair Conditioner addresses the above problems effectively.

 To sum up hair conditioner category..
Brand Names Positives Negatives
Patanjali Hair Conditioner • Herbal ingredients • Color of the conditioner
• Hair feels soft and shiny • Unappealing fragrance
• Reduces hair fall
• Reduces Split ends
Sunsilk Black Shine • Nice fragrance • High amount of chemicals
• Adds shine to the hair
• Hair feels light

TREsemme • Worked well on rough hair • High on chemicals

• Leaves a good fragrance • Not suitable for all hair types

Dove Hair Conditioner • Makes hair soft • Does not work on hair breakage
• Reduces split ends • Hands feel sticky after wash
Decoding Hair oil

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Spontaneous Associations with Hair oil Hair oil Usage Habits
• Strengthening the roots of the hair Usage: Twice a week
• Helps in reducing hair fall • Before going to bed (Women)
• Adds shine • While going out for work, function etc.
• Protects from dryness and roughness.

It helps in nourishing
as well as adding shine
Hair is a crowning glory and
to the hair. (User
in order to maintain that hair
Lucknow
oil is a must. (User Mumbai

Hair oil helps protects

from dryness and
roughness. (Aware Non
Trialist Lucknow

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 Hair oil needs

Adds shine HEADACHE RELIEF:

ADDS SHINE: • It acts as a stress
• Just like conditioner, buster.
hair oil adds shine to • Massaging the hair
the hair Relieves from with oil before
headache sleep should work
well in relieving
headaches.
Prevents from
dryness
ENHANCES HAIR GROWTH:
PREVENTS HAIR FROM
• Hair oil should enhance
hair growth due to its DRYNESS:
• Natural ingredients • Dry hair occurs when
• It should keep the roots not using hair oil.
Enhances hair • Applying warm hair
of the hair strong. growth
oil helps get rid of
dry hair.

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Brand Names Working Not Working
Parachute Hair oil • Coconut smell • Oil feels heavy on the head due
• Makes hair smooth and shiny to the texture of the oil
• Easily Available
• Available in different sizes
• Affordable

Bajaj Almond Drops • Hair feels soft • Glass bottle leads to breakage
• Good fragrance
• Affordable price

Dabur Amla • Natural hair oil without • Strong smell

chemicals
• Hair feels cool

Given these positives and negatives, let us

understand how consumers have decoded Patanjali
hair oil…
Understanding Patanjali Hair oil

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 Spontaneous Associations with Patanjali Hair oil
• Herbal product
• Hair feels light The herbal ingredients
works well on my hair.
• Relieves from headaches (User Mumbai
• Non sticky on hands

Hair feels light and does

Does not leave the not give headaches. (User
hand sticky post Lucknow
usage. (User
Mumbai

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 Key Triggers for Patanjali Hair oil

Users Triggers
Mumbai • Her mother in law recommended her to try the product
as she had major concerns with hair fall.
Lucknow • A newly opened Patanjali store near his locality caught
his attention.
Hair Care Needs Addressed through Patanjali Hair oil

Adds shine
√

Relieves from
headache
√

Prevents
from dryness
√

Enhances
hair growth √

Note: Patanjali Hair oil addresses above problems effectively

 To sum up hair oil category..
Brand Names Positives Negatives
Patanjali Hair oil • Works well in moisturizing the • Availability issue
hair • Strong fragrance
• Non sticky
• Gives relief from headaches

Parachute Coconut oil • Easily available • Heavy in usage

• Coconut smell
• Makes hair smooth and shiny
• Available in different sizes
• Affordable

Bajaj Almond oil • Hair feels soft • Glass bottle leads to breakage
• Good fragrance
• Affordable price

Dabur Amla • Natural hair oil without • Strong smell

chemicals
• Hair feels cool
Decoding Mehendi

86
• Spontaneous Associations with Mehendi • Mehendi Usage
• Herbal ingredients • Once a month
• No chemicals • While going out for some party or
• Presence of amla function

Amla helps in
strengthening the hair.
(User Lucknow

Mehendi should
contain herbal
ingredients. (User
Mumbai

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 Mehendi Needs

COOLING EFFECT:
Cooling effect MAKES HAIR SOFT AND SHINY:
• Mehendi gives a
• It has similar properties of
cooling effect to the
hair conditioner.
head.
• Adding shine to the hair
• In order to get the
cooling effect, Makes hair soft
mehendi is left for and shiny
sometime post
application.

REDUCES GREY HAIR: Reduces grey

• Mehendi helps reducing hair
grey hair.
• It makes the person look
younger.

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Brand Names Working Not working
Godrej Nupur • Easily available • Leaves the scalp itchy and dry
• Affordable
• Gives volume to the hair

Ayur Rajasthani Henna • Inexpensive • No ingredients mentioned on

• Nice smell the pack
• Works well on the hair texture

Given these positives and negatives, let us

understand how consumers have decoded
Patanjali mehendi…
Understanding Patanjali Mehendi

90
 Spontaneous Associations with Patanjali Mehendi

• Adds colour
Mehendi helps add
• No grey hair color to the hair. (User
• Pure ayurvedic Mumbai

• Soft and smooth hair

It helps reduce grey

hair. (Aware Non Trialist
Mumbai

91
 Key Triggers for Patanjali Mehendi

Users Triggers

Mumbai • The user has a bungalow in Solapur wherein the

Patanjali store is attached right below.
• From there he gets most of the products including
mehendi.

Lucknow • He first started using ubtan it’s a face pack and also
face wash.
• Then he bought the mehendi to reduce his hair fall
problem
Hair care needs addressed through Patanjali Mehendi

Cooling
effect√

Makes hair
soft and
shiny√

Reduces grey
hair√

Note: Patanjali Mehendi addresses the above hair care needs effectively.
 To sum up the category mehendi..

Brand Names Positives Negatives

Patanjali Mehendi • No hair fall • Availability issue
• Doesn’t leave the hair dry
• Gives a cooling effect
Godrej Nupur • Easily available • Leaves the scalp itchy and dry
• Affordable
• Gives volume to the hair

Ayur Rajasthani Mehendi • Inexpensive • No ingredients mentioned on

• Nice smell the pack
• Works well on the hair texture
WAY FORWARD
 Way Forward: Recommendations

• Given our portfolio, the products which can counter the sales of Patanjali in personal care
segment are:
 Godrej No.1: The brand is present in the skin care space  can we look at leveraging it further
therefore?
• Body lotion: As demand for body lotions are quite high during winter. It would be recommended
that Godrej introduces body lotion in different variants.
• Face pack: Introducing face pack in different variants namely neem, rose and multani. As these
variants in Patanjali are selling in high numbers.

 Nupur : Given its presence in the hair care space could we look at offerings akin / better than that of
Patanjali?
• Introduce new products in Godrej Nupur focusing mainly on the herbal category.
• Hair oil
• Shampoo
• Conditioner

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 Appendix

Patanjali Users Shopping Preference

PERCENTAGE OF PATANJALI USERS(QUALITATIVE INDICATOR)

Patanjali Store Supermarkets like Big Bazar, D-mart Kirana store
15% 5%

80%

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 THANK YOU!
- A report by Sushant Lakshmynarayanan -

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