PRICE

• Providing quality products at the lowest possible price has

a l w a y s been one of the m a i n concerns of P a t a n j a l i .
• Two factors that have made Patanjali Ayurveda the fastest
growing FMCG company in India are: a) Use of Natural
Ingredients and Ayurveda and b) Pricing. Pricing plays an
extremely important role in putting Patanjali Ayurveda ahead of
its fierce competitors. Hindustan Uniliver and P&G are trying
their level best to cope up with the competition but the love for
Indian product growing in people is not helping them.
• The pricing strategy is clearly penetrative pricing because
Patanjali knows that it cannot conquer the market with higher
prices.
Patanjali Ayurved has entered in an extremely competitive segment
in the Indian FMCG industry. The main players in India in this
category are the likes of HUL, P&G, Marico, ITC etc. Patanjali has
ventured into various segments and hence the pricing strategy in its
marketing mix is defined by the competition in that segment.
Patanjali products are priced as per competition so that it becomes
easier for the customers to switch from their existing brand and
adopt their products. Patanjali noodles competes with Maggi,
toothpaste competes with Colgate, chywanprash competes with
Dabur, cornflakes compete with Kelloggs and hence forth. This
clearly shows that Patanjali has replicated the already successful
existing FMCG model and is focused on giving a healthier and
natural variant to its target audience. Thus the prices of Patanjali
products are driven by segment, geography and most importantly
competition pricing.
 PLACE
• Patanjali Ayurveda is India’s fastest growing FMCG Company but it is
not stopping it from spreading its wing to neighboring countries like
Nepal. Patanjali has a manufacturing unit in Nepal. Patanjali also
imports herbs from Himalayas in Nepal; the well-established trade
relation is helping Patanjali expand its wings in Nepal with great ease.

• With the growing outreach in India and Nepal, Baba Ramdev surely
will be aiming to overtake market in lot of other countries. With
impressive revenue of 5000 Crores, Patanjali is surely going to have a
lot of fund for expansion and growth.

• In India, 1000’s of stores are now selling Patanjali products, and these
stores are exclusively selling Patanjali, making the local retailer quake.
The penetration levels will only rise further as the margins in the
product are good too.
Patanjali has managed to reach a wide population in a short span of
time. Patanjali has an excellent distribution network as it has tied
up with the likes of Future group, Reliance retail, Hypercity etc.
This has enabled the Patanjali brand to ensure that its products are
widely available across various cities and towns in India. Close to
5000 retailers are actively promoting Patanjali products along with
smaller grocery stores. With the increase in ecommerce in the
Indian segment, Patanjali is also effectively increasing its presence
online. This would enable customers to simply add the products to
their carts and they can buy Patanjali products via COD, online
payment etc which would be delivered to their doorstep. The brand
has also been able to expand geographically outside India.
Patanjali products are widely available in countries like Nepal,
Saudi Arabia, UAE, Middle East, Bangladesh, SriLanka etc.