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Ramdev was born on 25 December 1965 to Ram Niwas Yadav and Gulabo Devi at
Hazaribag Ali Saiyadpur village of Mahendragarh district, Haryana. Both of his
parents were farmers. He claims he became paralyzed when he was two & half and
was later cured by practicing Yoga. He studied India scripture Yoga and Sanskrit in
various gurukul (schools). He was the student of Acharya Baldevji in Gurukul
Kalwa. Ramdev took sanyasi diksha and adopted the name Swami Ramdev from
Swami Shankar Devji while living in Kalwa Gurukul in jind district, Haryana,
Ramdev offered free yoga training to villagers. Then he moved to Haridwar in
Uttarakhand, where he practiced self-discipline and meditation, and spent several
years studying ancient Indian scriptures at Gurukul Kangri Vishwavidyalaya.
Baba Ramdev’s Patanjali has registered staggering growth since last year.
Growing at a rapid speed, the company’s overall turnover in the financial year
2016-17 stood at Rs10, 561 crore. Out of the total profit earned, Ramdev informed
that Patanjali Ayurveda alone accounted for Rs 9,346 crore and Divya
Pharmacy Rs 870 crore. Meanwhile, Patanjali Gramodyog (the cereal and
health drinks division) clocked Rs 345 crore in sales in 2016-17. The main factor
is that while Patanjali sells products like soaps, toothpaste, hair oil, amla juice, Atta,
In what is believed to be a landmark victory, Yoga Guru Baba Ramdev on Thursday
while addressing a packed audience at Delhi’s Constitution Club said his Ayurveda
major Patanjali Ayurveda Ltd posted Rs 10,216 crore in fast-moving consumer
goods (FMCG) and Ayurveda sales during 2016-17. Ramdev said the firm will
cross Rs 20,000-25,000 crore in sales this financial year. Patanjali’s revenue
figures stood at Rs 5,000 crore in 2015-16 and in a year’s time, the Haridwar-based
FMCG Company’s revenue has zoomed to more than Rs 10,000 crore. With this,
Ramdev’s Patanjali group has become the third-largest FMCG player in the country
which has conveniently surpassed other major competitive firms like Nestlé India
(Rs 9,159 crore) and Godrej Consumer (Rs 9,134 crore) and Dabur (Rs 7691
crore). The website of Patanjali Ayuurved Ltd clearly mentions that it is not a
company. “It is a Concept – a concept that links the rising destiny of millions of rural
masses on the one hand and many more suffering the onslaught of the unhealthy
urban lifestyle on the other”. As competition intensifies, the interest of marketers in
understanding consumers preference has become a central issue and one of the
most challenging and interesting areas of research. A strong brand comprises of
positive, consistent image. PAL has built a strong emotional connect with the
consumers based on three clear platforms - first- a “swadesi” platform, secondly-
resuscitating the rural poor and their economy and finally caring for the health

Psychological factors that affects the consumer preference for patanjali products
of all by providing the products at very affordable prices. This emotional
branding is what has emerged as the strongest differentiating factor. “Emotional
Branding” emerged in the late 1990’s and is establishing itself as the new paradigm
for branding. It is defined as engaging the consumer on the level of senses &
emotions; forging a deep, lasting, intimate emotional connection to the brand that
transcends material satisfaction; it involves creating a holistic experience that
delivers an emotional fulfillment so that the customer develops a special bond with
and a unique trust in the brand. (Gobe, 2001).
To quote from the company’s website “it is all about reinventing the traditional
knowledge of Yoga and Ayurveda, rejuvenation of rural economy by arresting the
flight of rural job seekers to the urban slums, strengthening the health grid of the
nation and the world, mending the environmental imbalance and finally fighting the
tirade of western culture on Indian panorama”. According to the famous Hong Kong
based investment banking company CLSLA, Patanjali Ayurved limited is bigger
than Emami and Jyothy Labs. Beside that report also stated that it is perhaps among
the fastest growing fast moving consumer company of India. It is one of the untold
start-up success stories in India, and in the coming couple of the years it will
inevitably displace more large players. Most of the companies do believe that in
order to make a product successful, the marketing department needs to create
product awareness and advertising in a systematic and channelized manner to sell a
product but the Patanjali has started his business and proved all of them completely
wrong in terms of their marketing concepts. PAL has invested almost zero in
advertising their products. For the last decade, swami ram dev did not focus on
proclaiming his brand was best. Instead, he told about the evils of MNC, the virtue
of products made in India, the corruption of corporate, the exploitation of farmers,
the cancerous effect of fertilizers and chemicals. Patanjali’s Ayurveda division is the
star performer for Baba Ramdev’s brand. Some of the flagship products of the fast
growing Patanjali brand are Deshi Ghee, Dant Kanti toothpaste, Kesh Kanti
shampoo and herbal bath soap and Patanjali Honey. Patanjali ghee is the largest
selling product of the company. Patanjali claims that its shampoo has a 15%
market share, toothpaste 14%, face wash 15%, dish wash 35% and honey 50%.
India has known to be a hub of Herbal brands as well since the herbal products are
deeply associated with the spirituality sentiments of the people. It is about
economically processing farm produce into daily use consumables ranging from
Ayurvedic health supplements to foods and cosmetics. That’s why it is believed that
consumer perception influence customer level of satisfaction and so their buying and
usage decision.
Patanjali is the famous brand in Indian market due to patriotism advertisement of
Patanjali products. Yoga guru Baba Ramdev wants to build a consumer goods
empire with an army of patriots in tow. The India’s fastest growing consumer goods
company suggests the latest way of patriotic advertisement. Many distributors to
grow their business with Patanjali brand, Patanjali Ayurved that sells over 400
different products of toothpaste, soaps, face creams and other products is seeking
consumers only with patriotic feeling. The mission of Patanjali is not only business
but a mission for using Swadeshi products. In coming a few years Patanjali will be
a highly competitive brand than these multinationals. Patanjali also gives special
concern on social responsibility towards the society. Patanjali will be using the
profits for education, medical and other social and religious fields and give help in
the expansion of these by charitable work. So, only patriotic and ethnocentric person
should become a part of this mission. Ramdev's products need for the middle-class
family of Indian consumers against using foreign products, use herbal and natural
products and this is a part of Swadeshi movement that focused on the use of local
products rather than foreign products. At the same time, the marketing policy is also
nodded to the Narender Modi government's widely promoted Make in India
program. Ramdev, who has been providing yoga lesion on prime-time television
since 2003, started packaging Ayurvedic products in 2006. In the last two years, the
promotional advertisement with Bollywood actors, organizing Yoga event, supply
lower-priced products, and tie-ups with large domestic retailers have seen Patanjali
captures the high market share of India's largest consumer goods companies.
Patriotism is latest trends as a brand positioning strategy for Indian consumers.
It is something to be profiting and today Indian brands know it too well. Consumers
can give preference to those brands that actually reflects Indian pride and creates the
feeling of patriotism. Patanjali is the fastest growing FMCG Company in India. It
has grown more than 10 times in revenue in last five years. In 2015 Patanjali sales
grew 150% to Rs 5000 crore and now their target is Rs 1000 crore in 2016-17. They
have 4000 distributors, 10000 stores, and 100 mega-marts. Patanjali follows a
branded house strategy and other companies like HUL and P&G follow house of
brand strategy. This is the biggest difference that Patanjali was able to capture huge
market share in short time period. Branded house strategy means a company is a
brand and all the products produced will be promoted under one brand. Even if we
see their advertisement, they don't promote the individual brand but they promote
the entire brand which helps them to save marketing and advertisement cost. Their

Patanjali brand—using patriotism and ethnocentrism to connect with consumers

key of success is the patriotic advertisement and health conscious products with less
price and strong distribution channel.

In a very short span of time, Patanjali Ayurveda has not only gathered attention
among the consumers of Indian market, but has also injected life to the herbal
products market. India best known for its superiority in Ayurveda and natural
healthcare by the use of natural herbs and ingredients, has gathered more prominence
owing to the onset of Patanjali. With Baba Ramdev as the founding leader, the brand
acquired an automatic fan following and loyalty with minimum branding and
promotional campaigns. As far as the marketing strategies of the brand are
concerned, it has not approached any celebrity for the endorsement except for Baba
Ramdev himself. No other techniques of selling propagation like quantity gift,
sampling, refunds and rebates etc have been undertaken. With very basic
advertisements and that too for mere awareness, Patanjali has already stolen the top
notch stand and position in the Indian market. The brand has its roots grounded in
all almost daily consumer goods and product ranges like groceries, food, beverages,
healthcare, beauty, nutrition and supplements, books and media, home care etc.
According to filings with the registrar of companies (ROC), Patanjali Ayurveda
clocked Rs 1,200 crores in revenues in fiscal year 2014, and the company claims to
have crossed Rs 2,000 crores last year (numbers for fiscal year 2015 weren't
available with the ROC). That puts Patanjali in the same league as home & personal
care giants like Emami, which has brands like Zandu balm, Boroplus, Navratna oil
and Fair and Handsome in its portfolio, and which in fiscal year, 2015 had net
revenues of Rs. 2,217 crores. In a recent interview with Economic Times, "We never
had a business plan. We also don't know markets or marketing," says Acharya
Balkrishna, managing director of Patanjali Ayurveda, who began operations two
decades ago. "But what we know is serving the people by providing them high-
quality products at attractive prices. “Not having a business plan doesn't mean the
duo lack ambition. "In five years, I will take Swadeshi products of Patanjali to such
great heights that foreign companies will dwarf in front of them," declares Ramdev.
Baba Ramdev’s phenomenal success in making Patanjali one of the leading brands
of FMCG Products is truly being carried up. With a loyal staff and having almost no
business model/plan in mind or on paper, Patanjali has not only gathered customer
satisfaction but also customer retention through their high quality products, natural
and healthy ingredients, attractive prices, wide diversity and variety of products. The

Conquering miles to reach a milestone: how baba ramdev turned patanjali into 5000 crores business
brand’s roots might have been only grounded in India but also has its stores and
outlets in international markets like Canada, Sri Lanka, Nepal, USA, UK, Australia,
Singapore etc. A holistic approach to improve the quality of life of all beings,
world over, is the purpose behind the brand’s being. Getting rid the food we
consume of the pollutants in the form of poisonous pesticides and chemical
fertilizers that our farmers use, is a goal that they strive to achieve by providing
people the eatables that are cultivated in organic and natural manures and pest
repellents. Baba Ramdev owns Patanjali because of his yogic prowess. (The Yoga
Sutras are one of the most important texts in the age-old Yoga philosophy written
by the Sage Patanjali in about 400 CE). Baba Ramdev has already gained recognition
as one of its most respected modern proponents. And Acharya Balkrishna owns
Ayurveda since he is a Acharya. Acharya means many things in Indian literature but
let’s take the simplest meaning of being a preceptor and teacher. Yogi on the left and
Acharya on the right is a really awesome combination that should win the hearts of
the Indians. Two powerful forces coming together. Baba Ramdev's brand seems well
configured and ready for takeoff. It seems to have all the magic ingredients of
success. The brand has moved into e-commerce besides being available with retail
chains and under its own distribution centers. The Ramdev Medicines brand is ready
for export with foreign exchange earning potential and could be a great success if
marketed successfully given the weakness that the West has for both Yoga and
Herbal alternatives. The brand pyramid has legs. Products are available online and
through offline retail. And finally it’s not only his companies that are digital. Baba
Ramdev is himself digital. He has 541k followers on Twitter. Our MNC CEO's are
going to find it difficult to match his following in the near future. On Face book
Baba Ramdev has 5.7 million people liking his page. (Even Face book could get
only 11 million consumers to vote for Free Basics)

Patanjali Ayurved started in 2007 and has benefited from close association with
well-known yoga guru Baba Ramdev. The company is different from a typical
business and the stated philosophy is to plough back profits into the company or to
be used for social causes. The idea is to be present in as many categories as possible
in order to give consumers more choices, and profits are to be reinvested in
innovation and capacity expansion so pricing can be made more competitive. The
firm, in fact, has priced its product at a significant discount to others in a number of

Customer preferences towards patanjali products: A study on consumers with reference to Warangal district
categories, which is helping drive sales. Patanjali is also said to be benefiting from
a shift in consumer preferences towards herbal and ayurvedic products which are
considered to be closer to nature. It has also positioned itself as a swadeshi brand,
which has an appeal among a category of consumers

Ayurveda is a medical system that deals not only with body but with the mind and
spirit as well. According to ayurveda, most diseases connected with the
psychophysiologic and pathologic changes in the body are caused by imbalance in
three different dosha (ie, vata, pitta, and kapha; the fundamental aim of ayurvedic
therapy is to restore the balance between these three major body systems. Any
imbalance can lead to inflammation (also called sopha). Almost seven different types
of inflammation have been described in ayurveda. The ayurvedic definition of pittaja
sopha (inflammation) encompasses the modern concept of inflammation, which is
defined as redness, pain, heat, loss of function, and swelling. The balanced
coordination of body, mind, and consciousness is the ayurvedic definition of health.
From this point of view the research paper analysis selected ayurvedic healthcare
Ayurveda is the traditional, ancient Indian system of health science. Its name literally
means "Life knowledge." The Ayurvedic method of holistic healthcare emphasizes
balancing the body, mind, and spirit to treat and prevent disease. This 5,000-year-
old practice focuses on harmonizing the body with nature through diet, herbal
remedies, yoga and meditation, exercise, lifestyle, and body cleansing. It is
considered the sister science of yoga.
Understood to be the oldest and most holistic medical system in the world, Ayurveda
was developed around 3,000 BCE. The wisdom of this healing method was passed
down through ancient Indian spiritual texts, called the "Vedas." There are four major
Vedas, each of which describes, in some parts, the principles of health, disease, and
treatment. One of these texts, the "Rig Veda" (also known as "Rik Veda" or
"Rigveda"), is one of the oldest known books of any Indo-European language. The
Rig Veda contains philosophical verses on the nature of existence, as well as
information on the three basic human constitutions (see "The Doshas" below). It
discusses the use of herbs to heal the mind and body, and to keep oneself young.
Another Veda, the "Atharva Veda," contains information on everything from
internal medicine and surgery, to infertility and psychiatry. The "physicians" at the

A study on customer buying behavior of selected ayurvedic healthcare products

time of the Vedas were "rishis" — sages or seers, holy people — who viewed health
as an overall integration between mind, body, and spirit.
Knowledge of Ayurveda spread from India, influencing other ancient systems,
including Chinese medicine and the ancient Greek medicine practiced by
Hippocrates. Because of its influence, Ayurveda is known as the "Mother of all
healing." In the 1970s, Ayurvedic teachers from India began traveling to the United
States and Europe, sharing their teachings of holistic health. Today, there are
Ayurvedic colleges all over the world.
Day by day diseases are increasing. It is because of the change in lifestyle. We have
to maintain a good health care by practicing a better timetable in the life style. The
main goal of ayurveda is prevention as well as promotion of the body’s own capacity
for maintenance and balance. Ayurveda is to promote health, increase immunity and
resistance – and to cure disease. Ayurvedic products are very safe for health and
providing less side effects compared to allopathic medicines. So now a day’s peoples
are going to purchase the ayurvedic healthcare products.

Recent past has witnessed a change in the Indian consumer behavior, there is a more
inclination towards health and wellness products. Sandeep Ahuja chairman, FICCI
National Wellness Committee Opined that “Even as consumer spending has grown
at its slowest rate in the last 8 years, the wellness sector has bucked the trend and
continues to grow from strength to strength. Resilence in consumer spending on
wellness products and services is a reflection of increasing consumer awareness and
acceptance of wellness as an integral part of their lifestyle. The 700billion INR
opportunity offered by the Indian wellness industry has sparked the interest of global
and domestic entrants into this space, even as incumbents are directing their efforts
on scaling up operations”. The drivers attributed to the development in this sector
includes consumer spending in wellness products, rising competitive industry,
increased availability of funding and the scope for expanding to tier 2 and tier 3
cities. Patanjali basically produces products that suit to the health and wellness
industry is therefore an instant clique with the Indian consumers who are looking for
a credible pure products. As per the study on health and wellness products by PWC,
there is an increasing demand in the following categories better for you
products, naturally healthy products, Dietary supplements, Fortified foods and

Traditional Wisdom in Indian Entrepreneurship - A Case Study on Patanjali

beverages as Patanjali has a competitive edge as they have products catering to all
these categories. Another opportunity for Patanjali was changing preference and
lifestyle of consumers who are looking for products that positively impact their
overall health, looking for natural ingredients with no artificial preservatives,
contains less sugar or cholesterol, dairy based with health benefits, baked instead of
deep fried and so on. Patanjali was able to adapt to these requirements of customers
quite easily and produce products that suits the consumer’s immediate requirements
and budget. The penetration of internet has helped consumers to research, evaluate
and then make purchase decisions, if consumers are convinced they don’t hesitate to
promote to different groups. Though multinationals are trying their best to introduce
products with these propositions it doesn’t seem to satisfy Indian consumers
anymore, they are looking for purity in their products. The recent controversy of
Nestle Maggi noodles have tampered the belief of Indian consumers on their
offerings. With Patanjali products hitting hard on the established players companies
like Colgate has recorded worst performance and losing its market share in the oral
care category to Patanjali. Neverthless, FMCG giants are trying their level best to
indianize their products, for instance to cope up with the challenge from Patanjali
Colgate introduced toothpaste with neem extract. These changes in the business
environment have paved way for Baba Ramdev to grow as a business Guru.


There are many strategic advantages for Patanjali over any multinational giants that
can be viewed from the marketing mix of the company. Patanjali has developed a
range of products from toothbrushes to noodles in the market. Many of the products
are in close competition with several FMCG Giants like Dabur, Himalaya, HUL,
Emami, and GSK, who went berserk seeing the growth of Patanjali. His swadeshi
campaign has also proved fruitful to improve market for his products. In an interview
Ramdev said “Our efforts is to promote swadeshi and give a tough fight to MNCs”.
A rare phenomenon in consumer behavior was observed in the case of Patanjali as
said by Future Groups Chawala “Consumers buy many categories simultaneously –
a phenomenon not seen with other FMCG companies where individual categories
gain or lose a consumer to competition”. Patanjali is constantly increasing its product
portfolio because of the mass appeal it achieved. Dabur chief executive Sunil Duggal
calls “It’s a disruptive Force”. They claim to have done no market research or
demand assessment like many other FMCG companies. Quality products and
sustainable solutions are the backbone of Patajali. For instance, when the Amla
framers faced a dire loss in the market Ramdev found a solution of transforming it
into amla juice which has several health benefits in traditional ayurveda, which he
insisted his yoga practitioners to follow. This product received an overwhelming
response from the customers. Instead of spending much on market research or
market survey the company spend effectively on R&D, product development and
quality control. Other advantage lies in understanding the consumers, especially
those who are followers of his yoga classes. People trust demonstration, Baba
Ramdev utilized his yoga classes for demonstrating his own products at no cost
whereas multinationals depend on huge advertising expenditure.
The prices of Patanjali products are lesser than any FMCG products in India
because of the sourcing advantage, they eliminate the middle men and procure
the raw materials directly and all the essential herbs required by them are
produced by themselves. This gives them cost leadership and hence lesser prices.
There is stiff competition for patanjali from major companies for its different product
categories. ITC is the major competitor competing in three product categories
wheat, biscuits, and body care products and DABUR ,HUL,MARICO
,GODEREJ and NESTLE also in different product categories. New players like
Sri Sri Ayurvedic products are also picking up in the market giving a stiff
competition to several FMCGs in the future.
The greatest advantage lies in the distribution of Patanjali products. It has the
advantage to reach out to more than 200 million who are directly or indirectly linked
to his yoga programme. Initially products were sold through his own yoga kendras,
exclusive outlets ,kirana stores, and recently Future group has entered into a deal
with Patanjali to sell its products through its store spread across India, which further
intensifies the competition. Currently Patanjal’s distribution network consists of 72
super distributors,1500 Patanjali chikitsalayas,3500 Patanjali Arogya
Kendras,2000 distributors and more than 3,00,000 Retailers’. Future Groups
Chawla said “This is the beginning of new wave of home grown brands, we are
seeing that both mass and very affluent consumers are picking up Patanjali
products”. He also added “he is someone no one has dealt with before and there are
no existing analogies which can match him. So we have to deal with them
differently”. The biggest advantage in distribution is that his followers are spread
across urban and rural alike and many of them started their own outlets in villages,
giving Patanjali an advantage of reaching the villages, a dream of every FMCG as
huge markets lies in Indian villages.
Patanjali products were sold initially in the market with no advertising; the greatest
publicity was by Baba Ramdev himself. His followers who are from different
segments of the consumers are best ambassadors for him. This gave him the cost
advantage as the products were initially sold without any advertisement. The
popularity and followership as yoga guru helped him even to penetrate into the huge
rural market where multinational FMCGs were unable to capture even after their
long association with India. However; Patanjali is now aggressively advertising and
was a number one spender on advertising recently. The company claims that
aggressive advertising will help them retain the existing customers.
The strategies implemented by Swami Ramdev can be compared with that of
Professor C. K. Prahalad's ideas on business and entrepreneurship. Many of
Professor Prahalad's key suggestions are seen imbibed in the business model of
Patanjali. Baba Ramdev’s sustainable solution keeping in view all the segments of
customers have attributed to his success. Baba Ramdev can also be called as a Jugaad
Innovator. Navi Radjou, Jaideep Prabhu & Simoe Ahuja in their book on jugaad
innovations mentioned the characteristics of jugaad innovator; “jugaad innovator
don’t plan –they improvise”. Founders of Patanjali had no plans in advance instead
they improvise their course of action as circumstances change, they have thorough
knowledge of what they are doing.


New value proposition Understand the different Identified that customers are
aspirations, influences and looking for products mixed with
tradeoff this segment. traditional beliefs and trust with
100% purity.
Low cost differentiation Position products beyond cost, Direct procurement, less
pricing beyond functional advertising and variety of
consideration products at lower prices.
Mass Customization Simplify the product design for Products are equally acceptable
diversity by all segment of customers
Collaboration with right Understand the new areas which Collaborated with the traditional
ecosystem gives you synergy and health and welln ess system
collaborate ayurveda.
Single brand strategy Easy for customers to identify Consumers show the tendency
and familiarize the products. to bundle all Patanjali products
Reduce advertising budget. when they make a purchase.
Efficient Supply Chain-value Identify smart way of reaching He has created a value addition
creation through forward and the customers chain that benefits suppliers
backward integration who are basically farmers and
using multiple channels to reach
potential customers.
Entrepreneurial development Develop new entrepreneurship- Farmers are benefited and
model profit models profitable contributing to the
development of economy.
Word of mouth marketing Ramdev himself is the brand Trust in Ramdev and his
ambassador products made Patanjali a
household name.
Cost structure Revenue Stream
Cost is less compared to many multinational Franchisee
FMCG companies due to cost savings in- Clinics
HR-Training Sadhus as a part of succession Memberships
planning. Retail outlets
Operational cost Customers willing to pay for purity
Marketing Cost Variety of products
Advertising Cost-Initially with no advertising, Expansion plans
now backed by McCain and Mudhra Category extension plans
R&D cost Strategic alliances
Procurement cost-Less as procured directly from
Social cost Benefit Social Responsibility
Entrepreneur –Profit model adapted by him He is a socially responsible entrepreneur, the
reduce the social cost profit of the company is utilized for socially
productive works

It is not smooth riding for Baba Ramdev, he is in the midst of controversy that seems
to have no effect on his credibility. However, Patanjali products should protect its
Desi tag as their entire business model is based on Trust and Belief of customers on
traditional system. The major bottleneck which he is likely to face is likely from the
politicians. The changing government policies may be threat to him in the future.
The biggest challenge with ayurveda itself is the lack of documented evidence. It is
the brand image he has created through his yoga helped him to survive any hurdles,
but if he continue to give false claims that are not scientifically proven like
guaranteeing a Son, Treating mangoloid children etc may ruin the trust build by
customers on him, this may affect his business. Apart from these Patanjali also
encountered problems from FICCI and ASCI. However, amidst the controversy;
faith of the people in Patanjali products are becoming a household name. There are
several areas Patanjali is planning to foray into, that include infant products, products
for plants and veterinary products. The competitive edge Patanjali is enjoying cannot
be copied by any FMCG companies as it involves, Trust. However, it is the
entrepreneurial acumen in this yoga guru made him achieve a niche in Indian
Market. Matchstick to that of a university degree, the speed at Patanjali brand has
been positioned in the heart of Indian consumers is astonishing. To conclude the
entire business of Patanjali is built on three key words Trust, Belief, Tradition
and Purity. It is essential for Patanjali promoters to protect these ethos’s.
Key Partners Key Activities Value Customer Customer
Propositions Relationship Segments
Strategic Multi-channel
partnership with formats Expansion Healthy Solution Life time Rural customers
Retailers (Future to other categories for Indian partnership with Urban customers
Group). Direct of products customers. Purity customer through Products for age
connection with Aggressive guaranteed Baba Ramdevs groups from
farmers. advertising Transparent Yoga centers. children’s to
Franchisers Kirana Continuous process Natural adults of both
shops and other Expansion to other and herbal gender Popular
distributors geographic products. with North Indian
Equipment regions. Swadeshi tag- Customers.
manufacturers Made In Bharath.
Service providers Demonstration to
R&D Partnership consumers.
Animal friendly
products Providing
employment and
new business
opportunities to
masses. Protecting
Key Resources Channels
Support from government-financial assistance Super distributors Franchisee models Exclusive
under make in India programme. Baba Ramdevs outlets Retail stores Yoga centers Ayurvedic
Liaison with present government Indigenous clinics Word-of-mouth Online partnership with
machinery Direct procurement from farmer marketing companies Baba as brand ambassador.
community. Changes in customer behavior Celebrities to endorse products.
towards health and wellness products. Tremendous
growth opportunities in growth and wellness
markets. R&D

HUL revived its Ayush brand in 2016. Itwill soon come out with a range of products
jointly with Arya Vaidya Pharmacy across hair care, skin care, oral care and personal
wash (soaps). Some 20 products are being launched in stores across the South Indian
states of Karnataka, Kerala, Tamil Nadu, Andhra Pradesh, and Telangana.
According to a HUL spokesman, the new range of Lever Ayush brings 5,000 years
Resurgence of interest in herbal FMCG products- in India
of Ayurvedic wisdom to solve modern lifestyle problems. The products seek to
attract and retain such consumers with high-quality Ayurveda-based offerings.
Sharekhan analyst.

Baba Ramdev‘s business empire includes Patanjali Ayurved (FMCG), Patanjali
Gramudyog (agricultural products) and Divya Pharmacy (Ayurveda medicines) in
addition to a yoga research centre, a multispecialty hospital, a food park and a
cosmetics manufacturing unit. Patanjali (FMCG) clocked more than 2000 Cr of sales
in 2014 and is estimated to reach 20,000 Cr of sales by fiscal 2020. Incidentally, he
holds no stake in Patanjali Ayurved, 92% of the shares are held by his confidant
Balkrishna and rest 8% by Scotland-based NRI couple Sunita and Sarwan Poddar.

Patanjali Portfolio
There are 2 companies registered under Patanjali Ayurved
1. Patanjali Ayurved Limited with CIN U24237DL2006PLC144789 and
Registration no 144789 which has an authorised capital of Rs 500 million. This
company is registered in New Delhi and is obviously the consumer facing part of the
Patanjali Group.
2. Patanjali Ayurved Private Limited which is registered as an Indian
nongovernment company with CIN U52311KL1995PTC009012 and Registration
no 9012 with an authorised capital of Rs.1 million. This company is registered in
Ernakulum, and no doubt is the Ayurvedic B2B arm of the Patanjali Group.

Competition: Challenging MNC competitors

As the Patanjali brand continues to make headway into the consumer market, large
multinationals that previously sat pretty on handsome margins, have been forced to
stand up and take notice. Patanjali sells cornflakes and muesli in a category led by
Kellogg‘s, an almond health drink in a segment dominated by Mondelez
International‘s Bournvita and an antiwrinkle cream that could compete with
P&G‘s anti-ageing product, Olay. One of its top sellers is toothpaste called Dant
Kanti (tooth shine in Hindi) which is a potential rival to Unilever‘s Pepsodent.
Market leader Colgate is already sensing a shift in tectonics in the oral healthcare
segment. Due to several category overlaps, Dabur is also likely to face the music.
Latest one is Patanjali Power Vita, direct challenger of Dabur Chyawanprash.
Colgate-Palmolive India reported its worst sales growth in 44 quarters. Hindustan
Unilever‘s revenue expanded at the weakest pace in more than six years and the new

Brand War “Patanjali Vs Global and Domestic FMCG Rivals”
CEO of Nestle India recently got queried by analysts about how Maggi noodles will
deal with competition from Baba Ramdev. Colgate still controls 57.3% of the Indian
toothpaste market, but its share has come down for a second straight quarter, the
analysts say. Meanwhile, Baba Ramdev‘s recent distribution tie-up with Future
Group, India‘s largest retailer, means the fight for market share will only get more
intense. The retail group‘s founder predicts Patanjali will break into the top three
consumer staples companies in India. Colgate, Unilever, Nestle and
GlaxoSmithKline may all be affected, though to varying degrees. ITC is safest from
the threat of Patanjali as it considers cigarettes unhealthy and against its philosophy.
According to a report by IIFL Institutional Equities, Patanjali is likely to touch a net
turnover of Rs. 200Bn by FY20, resulting in 1-1.5% impact on sales CAGR for the
sector. The highest market shares of Patanjali are likely in categories such as
Ayurvedic Medicine (35%), Honey (35%), Ghee (33%), and Chyawanprash (30%),
the report adds.
Critical Success Factors:
1. A Single Brand Strategy
2. Baba Ramdev – The Ultimate Brand
3. Pricing Strategy
- Patanjali's top management takes no salary and they have no big expenses
- Patanjali benefits from efficient raw material procurement—without any
leakages or commissions paid
- It has largely avoided huge advertisement costs
- company's ability to maintain very low profit margins
4. Communication Strategy
5. Distribution Strategy
Patanjali Chikitsalaya - clinics along with doctors, Patanjali Arogya Kendra -
health and wellness centres and Swadeshi Kendra -non-medicine outlet.
Porter’s Five Forces analysis:

Bargaining power of Buyers (dealers, whole sellers)/ customers: HIGH

The switching cost is very low in case of FMCG products. FMCG market is
extremely competitive and hence every company fights to get the largest shelf space
at the most strategic locations to have greater visibility. On the contrary, the products
are low involvement products and are not highly differentiated. Thus they ask for
higher margins to stock the products. For the customer, he/she has a wide array of
choices. The Indian customer is price-sensitive as well. So unless he/she sees value
in the products or are given discounts it would be difficult to persuade him/her to
purchase. In such a setup, the dealer/ whole seller/ distributor/customer has higher
bargaining power.
Bargaining power of Sellers: LOW
They have typically low bargaining power, Big FMCG companies have more power
in deciding the pricing structure when they source from local farmers or fragmented
commodity supplier groups. The FMCG companies are also moving towards
backward integration with farmers so as to capture a larger part of the value chain.
They provide the expertise to these farmers and in return are able to source raw
materials at cheaper prices. Finally the big FMCG companies are also signing MOUs
with local government to source items at fair prices from the farmers.
Threat of substitutes: HIGH
There are a lot of brands and hence an equal number of offerings from each brand.
The product differentiation is not superb and thus commoditization is not
uncommon. Thus threat of substitutes is quite high since there is a huge number of
products in the same category. Besides the switching cost is nil. The only concern is
the availability of products in particular channels.
Threat of new entrants: MEDIUM
Barriers to entry is quite high since it requires significant capital investment in
setting up distribution networks and brand promotion. The existing distribution
channels are already being used by the current players. The economies of scale can
be leveraged by only a few with expertise. The established brands do a lot of
marketing to build brand equity and thus it will be difficult to beat them in their
game. Unsustainable prices cannot be offered as the newer companies do not have
so much money to spare on promotion.
Competitive Rivalry: HIGH
The competitive rivalry is very high as the private label brands give heavy discounts
compared to the established brands. Thus the weak players are ousted from the
market. There are a huge number of players as the market is highly fragmented. More

Patanajali thesis_Tejas_Mar17
MNCs are also coming to join the competition. The established brands do a lot of
branding to demand higher prices. So it is difficult to gain market share in any

Situation analysis:
For the situation analysis, we look at the 5Cs of marketing.

The entire world is disillusioned with the harmful side effects of all packaged
products be it food or personal care products. Everyone wants to return to nature and
live a healthier lifestyle. This provided Baba Ramdev an opportunity to give back to
society. He started Patanjali Ayurved, a company that would bring the goodness of
nature with each of its products, which would be natural and would make everyone
healthier. He shot to fame because of the yoga lessons he gave to the masses through
television channels and other workshops all across India. And people adopted Yoga,
they found it useful and easy. Thus he had a huge mass following. So when he started
the company, a lot of people immediately sought after his products. He branded all
of the products as natural and containing the secrets of Ayurveda. Thus Patanjali,
which is fully aligned with the trend of healthy lifestyle was conceived as merely an
extension from healthy exercise to healthy natural products.

The huge number of followers of Ramdev’s yoga constitute the main customer base
of Patanjali. Besides this, people in the age group of 35 years and above, people
living in urban cities who are health conscious are the customers of Patanjali
products. These people are worried about the chemicals in all the modern day so
called healthy packaged food and other personal care products. The lower price
points of Patanjali products have promoted sampling and once they use it and like it,
they continue using the product. Customer base is also expanding because of the
positive word of mouth marketing by friends, colleagues and family members.
People from other segments have also started using the products.

Company Strength
Patanjali sources most of the raw materials from local farmers and thus can offer
products at lower prices. All the products have some ayurvedic touch to it. This
appeals to the masses. Besides there are no chemicals used for manufacture of the
products. Having Baba Ramdev as the brand ambassador leads to a transfer of
credibility from Ramdev to the brand itself. Thus it does not have to work hard to
build trust among its customers. Finally Patanjali has a very good distribution
channel. It has 1200 Patanjali Chikitsalayas, 2500 Arogya Kendras, 7000 open stores
in villages and 5600 marketing vehicles8 apart from tie-ups with hypermarkets like
Big bazaar, Reliance retail, Hypercity, Star Bazaar(Tata), D-mart, Spencer retail,
More(ABG retail). It has also recently tied up with Apollo pharmacy and thus had
license to use its 22009 stores in India for distribution of its products. Baba Ramdev
has strong political affiliations which he can utilize to get benefits from the
government. He has already helped Patanjali secure loans at lower interest rates and
is also being offered subsidized land as food parks. These are the strengths of Baba
Ramdev but it is not sustainable if he deserts the company.

The sourcing of the raw materials is done from local farmers and is therefore
dependent on the produce of these farmers. Thus the supply is not steady and
therefore they are not able to cater to the demand of the customers. It does not
have any definite strategy on scaling and thus might leave a trail of unsatisfied
customers behind since it would not be able to cater to their demand. Secondly, the
positioning is done to attract people above age group of 35 years of age and it
does not appeal to younger generations. This can seriously impact growth of the
company after a certain point if it cannot reposition its appeal towards the younger
generations. Thirdly, the packaging is not good or up to the standard of the current
big players. This might impact adoption of the products. They have been trying to
manufacture products in a lot of categories but only a select few have been
successful. They should try to build those into bigger brands rather than investing
their resources in a lot of products so as to gain market share. They are not focused
as of now. Despite having a wide distribution network, Patanjali does not sell their
products through kirana stores as extensively as other FMCG giants. This is crucial
as one of the insights regarding consumers’ purchase of FMCG products is that they
purchase them almost 90% of the time through kirana stores. Besides since they price
their products very low, therefore they are not able to give higher margins to sellers
which might lead to strained relations.

The differentiation that Patanjali has created is in terms of ayurvedic knowledge and
use of herbal and natural ingredients in the products. Secondly, Patanjali products
are generally available at lower price points compared to other branded products.
However, the competitors can easily make their foray into the herbal space and they
can spend big bucks on marketing their products as well. Besides they have stronger
distribution channels. Secondly the bigger companies can always create newer
brands to start a price war with Patanjali (e.g. Colgate created Cibaca Vedshakti
and is selling at lower price than Patanjali). This might drain Patanjali’s resources
in the long run compared to the bigger companies who can burn more cash. Another
strong point of Patanjali is the backward integration with local farmers to source
their products. However other FMCG companies are also doing that to some extent.
If they begin to extend their backward integration, then it might create sourcing
problems for Patanjali.

The targeting can be changed to appeal to younger generations as it is yet to
capture that segment. For this they need to build a good brand which they can do by
working on advertising and packaging that appeals to broader segments. They are
trying to acquire more food parks in India so as to solve the problem of sourcing.
This will create stability in the availability of products and they can cater to the
increased demand. They can scale up even more through franchise model or tie-ups
with more supermarkets/hypermarket chains. Finally, it can price its products a bit
higher, especially the best-selling ones as people have become loyal and are willing
to pay a premium. This benefit can be passed on to the sellers in the form of higher
margins which would lead to better sales.

Patanjali Ayurved does not have the capacity to produce everything they sell as
it is difficult to source such huge quantities of different items. So they outsource
the manufacturing to other manufacturers and then pack them using the
Patanjali tag. This is done across most of the items starting from biscuits to rice
and other personal care products. So they outsource and have a lot of dealings
with manufacturers.
Other than that, for the distribution, they have their own Arogya Kendras and
Chikitsalayas but those are not enough. So they have many franchises all over India
to widen their reach. Apart from that, Patanjali has also signed up with a lot of big
retail chains like Future group’s Big Bazaar, Reliance among others. This makes it
available even to the upscale people who go for shopping at these chains contrary to
the lower middle class people who generally go to Kirana stores. It has also made its
products available in about 2 lakh kirana stores all over India.

Patanjali had made a string of enemies amongst the FMCG giants. With its
aggressive stance, it is giving each of its competitors a tough time. Some of the
notable mentions are Colgate, Dabur and HUL. Colgate had lost around 5% of
market share to Patanjali since it launched its Dant Kanti. Dabur also lost a
significant market share in Chawanprash and honey. The bigger FMCG
companies like HUL, P&G, ITC, etc. are not affected to a great extent but Patanjali
has competing products in a lot of health and personal care, beauty products and
food and beverage products. It would not be long before they recognize Patanjali as
a threat and take counter measures. A few companies have already taken steps.
Colgate has launched a new herbal toothpaste at a lower price point than Patanjali.
HUL is creating a new arm to produce herbal products and include them in their
product portfolio. They have also acquired ‘Ayush’ recently to increase their
expertise in ayurvedic offerings.

VRIN Analysis:
Patanjali has grown into a big company now with a lot of resources and capabilities.
To understand if they are a source of sustainable competitive advantage VRIN
analysis has been performed on all these resources. Each of the capabilities
developed is discussed below:

Production plant
Patanjali has its main production plant or rather the headquarters in Haridwar. It has
world class state-of-the-art facility where all the products are manufactured. This is
valuable because most of the products are produced here. The value comes not from
just producing but from producing natural and herbal products. In a sense, it is rare
as well, as the scale of production of ayurvedic or herbal products is unprecedented.
However, this is neither costly nor inimitable. But it is non-substitutable since the
production cannot take place at such a scale without the plant. Thus it is a source of
competitive advantage for Patanjali.

Application of technology and know-how of Ayurveda

The raw materials for all Patanjali products are derived from Ayurveda and are
naturally available. The herbs, and the knowledge about the medicinal benefits and
how to mix these herbs to arrive at the magic product is something Patanjali has
expertise in. This makes the resource valuable and rare. The competitors like Dabur
and other brands which do produce herbal products do not do so at such scale. It is
inimitable and non-substitutable as there are no other solution to this. You have to
know the formulation to be able to produce them. Patanjali is privy to all the secrets
of Ayurveda and thus have a competitive advantage over other brands.

Brand image
Patanjali is piggybacking on the image of Ramdev Baba. Baba Ramdev is the brand
ambassador of Patanjali and has projected it as a healthy, natural and organic
solution to all the problems. He shot to fame through yoga which was simple and
easily adopted. This gave him credibility. He used this credibility to relaunch
Patanjali and have associated better health with Patanjali. He is the reason why
Patanjali could grow so quickly and is so popular today. Thus the brand image
created is valuable as it is giving sleepless nights to other FMCG brands who
have been in India for the past 50 years or more. It is not rare to have a good
brand image but the brand ambassador of such charisma is rare. It is non-
imitable for the same reason that the brand’s image is directly linked to Baba
Ramdev. Finally it is substitutable as there are other ways of building brand
image and credibility.

Affiliations with government and community

Baba Ramdev has strong connections with the ruling party and the tone of the brand
is Swadeshi, which is fully aligned with the tone of the national political party.
Hence the brand enjoys a strong reputation and bond with authority. This resource
is very valuable but not rare as other companies also influence the political
parties. However it is non-substitutable as Patanjali got access to land for food-
park because of these relations with governments. However, if the ruling party
changes, it might be difficult to obtain these benefits. Hence it is a temporary

Arogya Kendras and chikitsalayas

These are the distinguishing factors for Patanjali. While all FMCG brands have good
packaging and good marketing, Patanjali has its own ways to build credibility. It has
provided certified ayurvedic doctors which has helped increase the trust of the
Patanjali brand. They have led to positive word of mouth publicity and are thus
valuable, rare and non-substitutable. It is not possible for other FMCG giants
to go for this strategy as they cannot hire ayurvedic doctors to recommend their
cosmetics and other products, neither is it possible to hire doctors with MBBS
degrees as it would be a costly value proposition. Thus it is inimitable as well.

STP Analysis:

From the product line up of Patanjali Ayurved, it can be safely assumed that it does
not segment the customer base as such, making the whole population its
potential customer. As per Ramdev’s vision of bringing welfare and manufacturing
good and unadulterated natural Ayurveda products easily available to the common
masses, this stance of not segmenting the market as such seems aligned. However
on analysis, a broad segmentation can be observed.
Geographic Segmentation (North India & South India)
It is observed that Patanjali products are a huge hit in the North Indian market but
not that much in South India. One reason might be that Ramdev being from the Hindi
belt and Aastha channel airing in Hindi language, its prominence is not that much
down in south. The same reason holds true for its packaging, which uses either
English or Hindi. To be noted that Patanjali owes its huge success to Ramdev’s
active image association with it.

Behavioral Segmentation (based on lifestyle and types of products consumed or

The consumers can be segmented based on their lifestyle & health preference and
by the type of product they use. The main users of Patanjali products are the people
who are health conscious and want to use pure unadulterated natural Ayurveda

Demographic segmentation (based on age)

A clear segmentation can be done based on age. The young generation, i.e. typically
children to young adult below the age of 35 years is a clear segment, while the rest
of the population aged more than 35 years are the other segment. This segmentation
based on age makes sense since young adults & children enjoy life and often is not
serious about health or life, which makes them not a user of these products. On the
other hand, once people turn a little old with the onset of middle age, they start
thinking about health & the future. These are the people who generally make the
purchase of Patanjali products.

Psychographic Segmentation
Based on the psychology and mindset of the people, this segmentation is taken into
account. There is huge overlap between the people who attend Ramdev’s Yoga
camps or follow him on Aastha. They perceive him as an ascetic and hence his
products too shall be good which makes them thus pitched against FMCGs who are
mainly MNCs or use raw materials/ procedure of foreign origin.

Currently Patanjali is competing in all FMCG categories catering to the whole
population, which is otherwise called Total Market Coverage Targeting Strategy.
They have diversified into almost all categories like oral care, hair care, skin care,
groceries, health drinks & supplementary, packaged food etc. Also since they have
no differential products within the same product portfolio, this substantiates the fact
that they are not targeting any particular segment, rather serving the whole
population with their offering. To reach to the maximum number of potential
customers, it has to target specifically though. The house wives and the elderly of
the house are the influencers and decision makers in the purchase process of
Ayurveda products. By just producing packages with South Indian languages, the
south market can be targeted.

The positioning statement of Patanjali is derived to come to the following:
“For the mass Indian consumers, Patanjali Ayurveda offers the complete range of
unadulterated natural/herbal/ organic products which are a healthier alternative to
the other FMCG products at a significantly lower price.” 12
Ramdev wants to associate Patanjali holistically with Arogyam eco-system, which
means disease-free long life. This is actually tying up of yoga, pranayama and
Ayurveda to create such a possibility, something which Ramdev banks on.
He also links the idea of indigenous (Swadeshi) to the company’s products and does
cause marketing for the company by saying that they are helping the farmers to earn
more. He projects Patanjali as a not-for-profit company and that it is there to serve
the masses. He mentions that they do not keep margins on most of the products and
hence the mouth-watering prices.

4-P Analysis:

Starting at 2007 with a humble range of products, Patanjali had quickly diversified
into a vast range of offerings: around 800 products including 250 medicinal
products, 45 cosmetic products and 30 food products. Broadly, the product category
of Patanjali can be classified as follows: Ayurveda Medicinal products, Organic
natural juices, Groceries, Oral/ dental care, Hair care, Skin care.
It is interesting to analyze how Patanjali has rolled out its product portfolio and
where it is heading towards in the near future. It started its products with
chawanprash, honey, organic natural juice and Ayurveda medicinal products,
which directly resonates with what Ayurveda stands for. But slowly it started to
copy the product portfolio of everything that a typical FMCG company should
have. With the launch of toothpaste, shampoo, beauty products, noodles etc., it
surely is expanding to become one of the FMCG power houses with a differential
offering of Ayurvedic range by the sheer number of products in each of the
Product Strategy & Development
Unlike most of the typical FMCG company practices, Patanjali has never been into
any formal market research to find out what product should they come up with or
what market they should enter. Rather they believe in the strategy of making the
products first and then taking it to the market. Many a times, there has been
instances where they entered into a new product category which some other
company has been doing it for years. Low price, purity and innovation are the
three main drivers of the product development strategy of Patanjali. A good
example of this can be of the Patanjali Amla Candy. Before it was launched, there
were numerous amla products in the market, hence the market can be said to be
existing. But this particular amla product in the form of candy was unheard of before,
which is a truly innovative move from the company. As for the low price and purity
aspects, this product qualifies them too. The amla farmers were facing loss at a point
of time since the market was very small, though amla has many health benefits.
Ramdev took a risk and started promoting the health benefits of amla leveraging his
huge following. This promotion was shortly followed by the product launch of amla
juice and amla candy, which was a hit product in the market. Another example where
Patanjali delivered in the lines of purity can be the Desi Ghee. There has been always
an inherent concern among the consumers about the availability of pure ghee. This
need of the customers did not require an extensive market research to develop a
product based on this line since Patanjali always worked from the base of the
pyramid and had a connect with the consumers and hence came up with this product
which became their best-selling product and accounted for a 37% of their sales in
2015 which amounted to Rs 442 crore of sales revenue. Hence, it is clear that
Patanjali is using Product Development strategy i.e. developing new products (here
in this case, making Ayurveda variants of products) in an existing market. Their yoga
sessions & camps is an existing service in an existing market, but since it is vital for
Patanjali, they will be looking for Market Penetration by this. By targeting the youth,
they want to enter into a new market with their existing products & service. This
strategy can be a part of their Market Development plan. Finally, they are
Diversifying by bringing in new products in new market like cosmetics, health
drinks etc.

Product Life Cycle

Introductory Stage
Ayurveda means life-knowledge, which was a system of medicine practiced in India
since ages. Ramdev was the one who materialized and commoditized that
knowledge and broke the barrier of using Ayurveda not only in medicine but
in consumable products too. With this vision, Patanjali was started in 2007. Few
products which are in the introductory stage are fertilizers and floor cleaners.
Clearly, the innovators and early adopters are those who are followers of Ramdev
and middle age to old people who are health conscious and believes in the Ayurveda.

Growth Stage
The meteoric rise of Patanjali started from 2012. From 2012 to 2015, it posted
CAGR of 64.7% of revenue growth and sales worth Rs. 2000 crore. Patanjali is
already past the gap between early adopter & early majority. Many of its best-selling
products like ghee and Dant Kanti have reached the growth stage.

Adoption & Diffusion

Adoption is when an individual makes the full use of an innovation as the best option
available. In the case of Patanjali, this adoption is done by the innovators and early
adopters who are the earnest followers of Ramdev, follows his yoga sessions
regularly, either in-person or over media, middle to old age and believes in the purity
& health benefits of Ayurveda products.
On the other hand, diffusion is when the innovation is communicated through
channels to mass members of the social system over time and is accepted. In the case
of Patanjali, this is done by a strong and positive word of mouth communication
from the early users to the early majority. Other media channels also play a
significant role in this process.

Innovation Strategy
A product or service can be innovative, but whether it will be successfully adopted
by the consumers depends on the degree of product change and the degree of
behavioral change that the innovation brings. From market visits and interviews, it
has been found out that Patanjali products are low in the degree of product change
and also low in the degree of behavioral change should the consumers start using it.
This makes the products of Patanjali an Easy Sell. For example, let us take Dant
Kanti, which is an Ayurveda tooth paste. By keeping it in paste form like the existing
Colgate and not powder form, it is ensuring that there is minimal behavioral change.
Also by adding a few key Ayurveda ingredients, they are making a minimal change
in the product. This innovation strategy contributes to the easy adoption and hence
easy sell of these products.

Positive review of products

The products are quite effective and good results are noticed after consumption or
usage. At least to the common man’s perception, the products are of high purity. The
prices of all the products are significantly less that even some people who does not
believe in Ayurveda or is turned off by the poor packaging, actually makes the
Negative review of products
The packaging is of extremely bad quality. Even the colors used and the imagery
as well as the packaging material is of low standard. (Though according to in depth
consumer interaction, this is perceived as a symbol of honesty, purity and hard work
unlike the MNCs who roll out any product with an attractive packaging)
The package size of most of the products is limited. Hence customers do not
have the option to purchase according to his/ her usage requirements. Also the
supply of the products is irregular at times which often causes stock outs or
unavailability of the products or size.

A significant amount sometimes as high as 20-30% of the sales goes to marketing,
packaging & advertisements in the case of typical MNC FMCG. But in the case of
Patanjali, these costs are low since they do not market or advertise their products as
their competitors nor they spend on fancy packaging. Also, they either directly
source the raw materials from the farmers or grow them in their farms. This helps
them significantly to keep the costs low. Moreover, their manufacturing plants are
nearby the sourcing locations. Patanjali does not spend on extensive market research
like other FMCG companies. Also they don’t have neither hire high paying officials
in their company. As claimed by Ramdev, he does not even take anything home,
while most of the promotions are carried out by him. This is one of the main reasons
why Patanjali can offer products at such a low price.
The lesser price for each product in each category has created a Cost Advantage for
Patanjali. Middle class people find it good reason to switch to these products. Even
it urges the first time users to purchase it and give it a try.

The main manufacturing unit is in Haridwar, where all the production &
manufacturing takes place. From there on, the products are rolled out in two formats:
offline and online.

Patanjali Chikitsalaya, Arogya Kendra and Retail Stores
These are channels and outlets which are handled directly by Patanjali, from
distribution to procurement. The Patanjali Chikitsalaya offers free Ayurveda doctor
consultation over & above stocking the Patanjali products, irrespective of whether
the customer makes the final purchase or not. The Patanjali Arogya Kendra is similar
to Chikitsalaya, the only difference being that the presence of a doctor is not
compulsory here. The exclusive retail stores are minimal & simplistic, stocking only
Patanjali Ayurveda products and thus giving the customers an easy & large offering
to choose from.
Big Bazaar
As a part of tie up with Future group, Patanjali products are made available in Big
Bazaar retail outlets. The distribution is handled by Future group in this case. But
even in here, the Patanjali products generally have a separate shelf or row of their
own hence breaking away the clutter from the ‘me too’ products of FMCG
companies where there is almost no differentiation.
Yoga Camps
Ramdev actively organizes yoga camps across India round the calendar, which lasts
for at least 1 week every place where it is organized. These 1-week period also
provides an opportunity to promote extensively and sell these Patanjali products.
Post Office
Patanjali products are made available in various post offices all over the country.
This is an extremely break through strategy, something which is less explored and
almost not done by the other FMCG companies. Since post office is generally
frequented by the pensioners and old people, it serves at a place where they can make
the purchase while standing on queues.

Patanjali Online Stores
Patanjali maintains 2 websites from where their products can be purchased online.
They even have an App in Google Play. Offering this online option was a good move
from the company side since it gives high convenience to the customers, who are
mostly shifting towards online shopping. Also, these websites serve as a one stop
place where a customer or potential buyer can view the entire range of products that
Patanjali has to offer, which sometimes is not possible in an offline brick & mortar
store. By this, he can choose & select which product to buy & makes the purchase
from the offline store in the case he does not buy online.
Third party online platforms
Patanjali products are also available in various e-commerce platforms like Amazon,
Flipkart, Snapdeal and Big Basket to name a few. This is a good strategy since it is
a platform which is frequented by millennials who want convenience and choice of
purchase. It also acts as a promotional tool since Patanjali products can come up in
the deals or ads section of these sites, hence attracting the attention of the customers
who might end up buying.
From the very beginning, the promotion strategy of Patanjali had two main
objectives. One was definitely to highlight the health benefits of using Ayurveda
products & to evoke the Swadeshi sentiment into the Indian consumer’s mind. The
other objective was to make aware of the customers about the sinister way of the
profit making by the FMCG giants which are typically MNCs: that they not only
fool the customers giving stale, adulterated products but at the same time charging
high price at the cost of exploiting our farmers. All these promotions were carried
out via various channels and modes, some of which are as follows.

Direct marketing
Ramdev with his popular yoga guru image and organizing Yoga camps across India
round the calendar contributes to the direct marketing of the Patanjali products where
they are promoted and advertised along with the main events.
Word of Mouth
Most of the promotion is carried out indirectly by the followers of Ramdev and the
early adopters of Patanjali products who have found these products to be good.
While communicating with their family, friends, relatives, neighbors and colleagues,
they indirectly promote brand Patanjali by sharing their positive experience with the
products. Publicity through word of mouth form users is something that tells that
that the brand sells itself with minimal promotion.
Aastha channel is the TV media where Patanjali is heavily promoted. It mainly
started as a means to spread health awareness & yoga sessions to the masses. But
with the advent of Patanjali, this channel along with the yoga sessions were
leveraged to promote Patanjali products & the health benefits of consuming or using
it. This move was aligned since they were promoting health products in a health
related lifestyle show. Apart from this, Patanjali ads are sometimes observed in few
other channels and print media. . Recently, a new campaign on radio has been
launched by Baba Ramdev (Patanjali apnaiye, desh ko aarthik aazadi dilaiye) which
hovers around the idea of providing financial independence to the nation by the use
of indigenous products.

Celebrity endorsement
Patanjali rarely did any celebrity endorsement since the popular face of Ramdev was
sufficient to carry on the promotion. His image as a yoga guru totally aligned with
the Ayurveda product offering of Patanjali. Celebrity endorsement is something
which was not previously in Patanjali’s promotion. However lately, wrestler Sushil
Kumar has been seen endorsing the Ghee brand of Patanjali. But this is also to be
kept in mind that this was not in a very large scale promotion, nor the sports celebrity
was a top shot. We are yet to see a top shot celebrity endorsing brand Patanjali.

Ramdev is the face and the man behind the whole brand of Patanjali Ayurveda. The
story started even before the idea of Patanjali was conceptualized. Ramdev started
as a yoga guru offering a healthy life style choice and quickly escalated to fame by
TV and live yoga sessions, which had a huge reach and created a big impact on the
Indian people. One of his erstwhile disciple & friend, Acharya Balakrishna who also
happens to be an Ayurveda expert, used this opportunity to launch a range of
Ayurveda & herbal products under brand Patanjali. Combining these products with
the yoga of Ramdev was a good move as they were complementary to each other
and helped each other as a sort of unwritten co-branding. Patanjali products started
to get promoted by Ramdev via the TV channel (Aastha) and also in his yoga
sessions. This association of Patanjali with the popular and mass accepted yoga guru
Ramdev has been a strong and favorable one. Hence salience or awareness of the
brand is high, significantly more in North India and parts of Western India than other
regions, the reason behind can be due to usage of Hindi as its prime language of
communication and promotion. The brand recall is also quite high. The imagery that
Patanjali carries is quite a positive one, which is seen as a pure, good quality
indigenous product and a healthier alternative than other FMCG products typically
found in market. In terms of performance, by our market research and interviews,
the customers are satisfied with it. Most of the consumers feel that Patanjali is a
brand that can be trusted and hence advices each other to use these products. Since
it is lifestyle choice of choosing the healthier alternative among the existing brands,
there is a resonance among the consumers which results in strong brand loyalty. It is
observed that once a consumer starts using a particular Patanjali product, he or she
starts using other products too of the same brand since all are aligned with Ayurveda.
From its inception, Patanjali has been following ‘Branded House’ strategy that is
keeping everything under one umbrella brand, unlike most of the other FMCG
companies like HUL, P&G etc. which uses ‘House of Brands’ strategy i.e. there is a
standalone brand for each product line offering. This gives Patanjali a significant
advantage in building a unified brand for itself, its current range of products and new
products which are going to be launched since it can leverage on the already
established brand of Patanjali.
Price comparison between Patanjali and competing brand/market leader
Product Size (g) Patanjali Competing Brand Size (g) Price
Price in In Rs.
Toothpaste 200 75 Colgate 100 50
Aloe Vera Gel 150 75 Green Leaf 500 324
Coconut Oil 200 65 Parachute 250 72
Amla Juice 1000 100 Healthvit 500 190
Anti-Dandruff 200 100 head and Shoulder 180 135
Herbal Mehndi 100 35 Khadi Sudha 100 60
hair cleanser shampoo 200 70 pantene 340 180
Cow Ghee 500 230 Amul 1000 395
Handwash 250 55 Dettol 215 70
Amla Hair Oil 100 40 Dabur Amla 275 111
Saundarya Face Wash 60 60 Clean and Clear 100 110
Neem Tulsi Face wash 60 45 Himalya Neem Face 200 150
Almond Hair Oil 100 50 Bajaj Almond 100 57
Mix Fruit Jam 500 70 Kissan Mix Fruit 700 145
Chyawanprash 1000 250 Dabur 1000 295
Shikakai Hair 200 95 Lotus Herbal 200 150
Agarbatti 28 30 Cycle 1 100
Garam Masala 100 65 MDH 100 72
Saundarya 15 399 L'oreal white 50 745
Swarankanti cream
Moisturizer Cream 50 75 Nivea Soft 100 150
Aloe Vera Body Soap 75 13 Vivel Aloe Vaera 100 24
Detergent 1000 185 Surf Excel 1000 200
Kesh Kanti Hair Oil 120 130 Himalaya Hair Oil 200 180
Corn Flakes 500 145 Kellogs 475 164
Tomato Ketchup 500 70 Kissan 500 100
Sun Screen 50 98 Lakme Sunscreen 120 220
Atta Noodles 75 15 Maggi Atta 80 15
Honey 250 70 Dabur Honey 250 100
Patanjali Atta 10 300 Ashirwad 10 325
Patanjali Choco 70 10 Britannia Goodday 150 40
Biscuits Choco
Market share of a few FMCG companies in different categories


Revenue from Different Products in 2015-16

Product Revenue Contribution % Growth Rate %
Food 36.78 99.57
Healthcare 19.13 30.58
Toiletries 14.56 53.77
Dental Products 10.93 45.86
Hair care 10.78 51.35
Cosmetics 7.38 40.7

Desi Bustle v/s MNC Muscle: How Ramdev's Patanjali is setting trend for HUL
Market Capital as on 20 October 2015
Company Name Market Capital
Dabur India Limited 47681.5
Godrej Consumer Products Ltd 42081.4
Patanjali Ayurved Limited (PAL) 40000
Emami Ltd 25699.5
Colgate Palmolive (India) Ltd 25543.5
Marico Ltd 25477.7
P&G Hygiene & Health Care Ltd 20066.9
Hindustan Unilever Ltd 17372.2
Gillete India Ltd 16111.1
Godrej Industries Ltd 12535.7
Bajaj Cor Ltd 6325.5
Jyothy Lab Ltd 5686.9
Table 2. Major Factors Affecting Consumer Behavior

Major factor Sub-factors Description

Cultural factors Culture Factors refer to the set of basic values, wants and behaviors learned
by a member of a society from the family and other important
Sub-culture Each culture contains smaller sub-cultures. Sub-culture includes
nationalities, religions, racial groups and geographic regions.
Social class Society's relatively permanent and ordered divisions, the members of
which share similar values, interests and behaviors. Social class can
be determined by a combination of occupation, income, education,
wealth and other variables.
Social factors Groups Group refers to 2 or more individuals who interact to accomplish
individual or mutual goals. A person's behavior is influenced by
many small groups or reference groups. These groups involve family,
religious groups, friends circle, neighbors etc.
Family Members can strongly influence a buyer's behavior. Marketers are
interested in the roles and influences of the husband, wife and
children on the purchase of different products and services.
Roles & The person's position in each group can be defined in terms of both
status role & status. Each role carries a status that is conferred by society.
Personal Age & life People change their purchases over their lifetimes. Marketers define
factors cycle stage their target markets in terms of family life-cycle stage and develop
appropriate plans and products for each stage.
Occupation A person's occupation affects the goods and services bought.
Economic A person's economic situation affects product choice. Marketers of
situation income-sensitive goods should monitor trends in personal income,
savings and interest rates.
Psychological Motivation When a consumer recognizes that they have a need, the inner drive
factors to fulfil the need is called motivation. A motivated person is ready to
Perception It is the process by which people select, organize and interpret
information to form a meaningful picture of the world.
Learning When people act, they learn. Learning can be described as changes
in an individual's behavior arising from experience.
Marketing mix Product It is a tangible good or an intangible service that is mass produced or
manufactured on a large scale with a specific volume of units.
Price The price is the amount a customer pays for the product.
Promotion It represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements: advertising,
public relations, personal selling and sales promotion.
Placement A way of getting the product to the consumer and/or how easily
accessible it is to consumers.
Note: Own elaboration based on (Hasslinger, Hodzic, Obazo, 2007; Kotler and Armstrong, 2007;
Stávková, Stejkal, Toufarová, 2008.