Patanjali Ayurved Success Story - Patanjali Case Study

Patanjali Ayurved Limited is an Indian buyer products entity that has seen a rapid rise in its market cap over the last few years. It's assembling units and offices are situated in the modern region of Haridwar, Uttarakhand. And the enlisted office is situated in Delhi. So, without further ado let's dive right into Patanjali case study.

Patanjali fabricates mineral and natural items. It produces units in Nepal under the trademark "Nepal Gramudhyog" and imports a greater part of herbs in India from the Himalayas of Nepal.

Some anticipated incomes of ₹5,000 crores ($720 million) for 2015–16. Patanjali proclaimed its yearly turnover of the year 2016-17 to be ₹10,216 crores ($1.5 billion). It was recorded thirteenth in the rundown of India's most confided in brands (The Brand Trust Report) starting in 2018, and positions first in FMCG classification.

Histroy And Initiation Of Patanjali
How Did Patanjali Achieve Success
Products And Production Of Patanjali Ayurved
Future Of Patanjali Ayurved In India

Patanjali Ayurved - Patanjali Case Study
Patanjali Ayurved

Histroy And Initiation Of Patanjali

Baba Ramdev set up Patanjali Ayurved Limited in 2006 along with Acharya Balkrishna to build up the study of Ayurveda in agreement and coordination with the most recent innovation and old wisdom.

Balkrishna claims 98.6% of Patanjali Ayurved, and as of March 2018, it has total assets of ₹43,932 crores ($6.1 billion). Acharya Balkrishna is India's Third youngest Billionaire with $2.22 billion wealth as per Forbes list of India's 100 Richest People (2020)

It is noteworthy for a brand to be not the same as its rivals, and Patanjali quickly developed its own identity. Patanjali's mantra of low costs, common, and 'swadeshi' are broadly viewed as the principal purposes for its prosperity.

How did Baba Ramdev do it? The man has astutely related Patanjali with Ayurveda, which pulled in a huge group of spectators. The one of a kind selling suggestion of the brand lies in its situating.

He has picked up the trust of clients by not just demonstrating the products to them but also using them himself. However all of the organization's procedures to verify the quality and amount of the items are strictly followed.

Patanjali Ayurved - Ramdev Baba - Patanjali Case Study
Patanjali Ayurved 

Patanjali Ayurved bids broadly by anticipating a picture of regular and unadulterated items. Baba Ramdev, its image diplomat, is additionally an open figure and well-being advertiser whose mass intrigue has ascended in recent years.

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How Did Patanjali Achieve Success

Patanjali is the biggest Swadeshi FMCG brand. There is a great deal of information one can gain from Patanjali's plan of action. Patanjali began in January 2006 by Acharya Balakrishna. He holds ownership of 96.8% of the organization. That's right. Though Baba Ramdev is the face of the organization, he doesn't hold a major stake in the organization. Yet, he is the substance of Patanjali.

There is much more than yoga which Baba Ji is instructing us in. He made an unpredictable plan of action for selling ayurvedic items. Baba Ramdev never introduced his items as ayurvedic medications, he propelled them as FMCG products.

How Patanjali Achieved Success - Patanjali Case Study
How Patanjali Achieved Success

It's not entirely different from other FMCG organizations; Patanjali has a strategy similar to other FMCGs; Items are offered to clients at an edge to procure a benefit. What made Patanjali Ayurved an enormous achievement are the imaginative procedures it brought about.

Growth Of Patanjali Over Years - Patanjali Case Study
Growth Of Patanjali Over Years
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Price Of Products

Moderate estimating of Patanjali items is one reason for its solid infiltration in the Indian market. As Baba Ramdev stated, the motivation behind Patanjali is Upkar, and not Vyapar. Patanjali aims to gives great quality items at low costs. How is able to sell items at lower prices when compared to its rivals?

  • The organization sources items legitimately from ranchers and removes middlemen from the picture. This allows Patanjali to reduce crude material acquirement costs.
  • Patanjali appreciates a duty excluded status which is a smack on the essence of other FMCG organizations.
  • Patanjali acquired terrains at a much-limited rate.
  • Patanjali doesn't contract MBAs for selling their item, it employs a lesser number of experts. The organization has faith in assembling the items which the customers may purchase without the need for additional push to sell the item. There is nobody in that organization who is paid crores in salary.
  • The edge of merchants and retailers are less in Patanjali items when contrasted with other FMCG items.

Promotion Strategy

Marketing Model Of Patanjali Ayurved - Patanjali Case Study
Marketing Model Of Patanjali Ayurved

The advancement system of Patanjali is entrancing It promotes its items saying that they don't contain unsafe synthetic compounds, and only natural pith. "Also by purchasing our items, you are guaranteeing the cash you spend remains in India." The Swadeshi factor has proved to be a profitable strategy.

Patanjali doesn't rely on entertainers or sportsmen to promote its catalog. Baba Ramdev is a steadying force. He has amassed an enormous group of devotees over 20 years through diligent work around yoga and Ayurveda. This saves the Indian FMCG giant a lot of investment when it comes to promotion and publicity.

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Marketing Strategy Patanjali Ayurved - Patanjali Case Study
Marketing Strategy Patanjali Ayurved

Branded House Strategy

In this technique, different items are propelled and advanced under one brand. For instance – Apple has different items like Mac, iPod, iPhone, and so on. Even though each one of them is unique and performs various capacities, collectively they are seen as Apple items.

Similarly, Patanjali advances all of their items under one brand. This additionally encourages lower costs in showcasing and publicizing as it doesn't need to to advance every item. Patanjali pushes for the image name "Patanjali."

Distribution Strategy

Distribution And Supply Chain Of Patanjali - Patanjali Case Study
Distribution And Supply Chain Of Patanjali

Patanjali Ayurved Ltd built its one of a kind retail organization. It began selling products through three systems:

  • Chikitsalaya – Pharmacies where specialists analyzed patients for nothing and suggested purchasing drugs from stores nearby. This is a unique system no other organization thought of.
  • Patanjali Arogya Kendras, which are well-being and health focus centers.
  • Non-drug outlets called Swadeshi Kendras. Additionally, the organization has numerous restrictive outlets crosswise all over India. Patanjali items can also be purchased online.

Own Brand Ambassador

The other component of the achievement mantra of Patanjali is firmly identified with its image representative, Baba Ramdev. He didn't put resources into a different brand envoy, the man advanced it himself cleverly. Over the years, he built affinity and altruism through yoga.

A large number of individuals, from India as well as abroad, follow this other-worldly master. Baba accepted this as an open door and propelled a different scope of items under the brand name 'Patanjali'.

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Authentic Selling Strategy

Strategies Of Patanjali Ayurved - Patanjali Case Study
Strategies Of Patanjali Ayurved

The image below shows the SWOT analysis of Pantajali Ayurved.

SWOT Analysis Patanjali Ayurved Limited - Patanjali Case Study
SWOT Analysis Patanjali Ayurved Limited

Products And Production Of Patanjali Ayurved

Patanjali Food and Herbal Park at Haridwar is the primary creation office of Patanjali Ayurved. The organization has a creation limit of ₹35,000 crores ($5.1 billion) and is growing to a limit of ₹60,000 crores through its new generation units at a few spots, including Noida, Nagpur, and Indore.

Patanjali Ayurved Products - Patanjali Case Study
Patanjali Ayurved Products 

The organization intends to set up further units in India and Nepal. In 2016, the Patanjali Food and Herbal Park was given a full-time security front of 35 outfitted Central Industrial Security Force (CISF) commandos. The recreation center will be the eighth private establishment in India to be watched by CISF paramilitary forces. Baba Ramdev is himself a "Z" class protectee of focal paramilitary forces.

Patanjali Ayurved produces items in the classes of individual consideration and food. The organization makes more than 2,500 items, including 45 sorts of corrective items and 30 kinds of sustenance items.

As indicated by Patanjali, all the items fabricated by Patanjali are produced using Ayurveda and characteristic components. Patanjali has additionally propelled magnificence and infant products.

Patanjali Ayurvedic producing division has more than 300 drugs for treating a wide scope of sicknesses and body conditions, from normal cold to ceaseless paralysis. Patanjali propelled moment noodles on 15 November 2015. The organization is accounted for to fabricate conventional garments like Kurta Payjama and jeans.

On 5th November 2016, Patanjali declared that it will set up another assembling plant Patanjali Herbal and Mega Food Park in Balipara (Assam) by contributing ₹1,200 crores ($170 million). It would have an assembling limit of 10 lakh products every year. The new plant will be the biggest office of Patanjali in India and is operational at the moment. Patanjali as of now has around 50 assembling units in India.

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Future Of Patanjali Ayurved In India

Future Of Patanjali Ayurved - Patanjali Case Study
Future Of Patanjali Ayurved

Patanjali is the quickest developing organization in the Indian FMCG segment, a $50 Billion industry once commanded by worldwide behemoths – a semblance of Unilever, P&G, Nestle, Colgate - Palmolive, Johnson and Johnson.

From cleanser and bread rolls to ghee and noodles, and now clothing and footwear – no indigenous organization has fabricated such a well-differentiated item portfolio. It has developed more than multiple times in income in the most recent five years, and an unmatched accomplishment in India's FMCG industry.

Patanjali's Performance - Patanjali Case Study
Patanjali's Performance

The organization focused on incomes of Rs.10,000 crore for FY 2016-17 and Rs. 20,000 - 25,000 crore in FY 2018. It has a broad deals channel of more than 5000 merchants, 15,000 stores, and 100 uber bazaars.

Also, it has tied up with retail chains like Future Group, Reliance Retail, Hyper City, and Star Bazaar. The ongoing declarations of Rs. 1,600 crore sustenance park in Noida and Rs. 1,200 crore creation office in Assam highlight the buzz around Patanjali's arrangements to showcase the organization's hearty extension plan.

FAQ On Patanjali Case Study

Are Patanjali products Fssai approved?

Despite its failure to secure food safety approvals Patanjali sees customers opting for it. Many Patanjali products lack approval by Food Safety and Standards Authority of India (FSSAI) the federal food safety regulator of India.

How Patanjali promote their products?

It promotes its items saying that they don't contain unsafe synthetic compounds, and only natural pith. "Also by purchasing our items, you are guaranteeing the cash you spend remains in India." The Swadeshi factor has proved to be a profitable strategy.

Patanjali doesn't rely on entertainers or sportsmen to promote its catalog. Baba Ramdev is a steadying force. He has amassed an enormous group of devotees over 20 years through diligent work around yoga and Ayurveda. This saves the Indian FMCG giant a lot of investment when it comes to promotion and publicity.

What are the marketing strategy of Patanjali?

Patanjali has a unique marketing strategy out of all FMCG giants. It promotes its items saying that they don't contain unsafe synthetic compounds, and only natural pith. "Also by purchasing our items, you are guaranteeing the cash you spend remains in India." The Swadeshi factor has proved to be a profitable strategy.

Then it uses Branded House Strategy - Patanjali advances all of their items under one brand, Authentic Selling Strategy, Own Brand Ambassador - Patanjali is firmly identified with its image representative, Baba Ramdev.  

How distribution strategy of Patanjali works?

Patanjali has a very unique way of distributing their products to the customers. Patanjali came up with selling products through three systems:

  • Chikitsalaya – Pharmacies where specialists analyzed patients for nothing and suggested purchasing drugs from stores nearby. This is a unique system no other organization thought of.
  • Patanjali Arogya Kendras, which are well-being and health focus centers.
  • Non-drug outlets called Swadeshi Kendras. Additionally, the organization has numerous restrictive outlets crosswise all over India. Patanjali items can also be purchased online.

These unique selling techniques apart from the retail supply of products made Patanjali an FMCG giant.

What is the branding strategy of Patanjali?

Patanjali is firmly identified with its image representative, Baba Ramdev. He didn't put resources into a different brand envoy, the man advanced it himself cleverly. Over the years, he built affinity and altruism through yoga.

A large number of individuals, from India as well as abroad, follow this other-worldly master. Baba accepted this as an open door and propelled a different scope of items under the brand name 'Patanjali'.

SWOT analysis of Patanjali?

Strengths

  • 100% natural products with very few side effects.
  • The Brand image of trust.
  • Considered socially responsible for health of society.
  • Established distribution network in urban areas.

Weakness

  • Low export levels.
  • Strong competitors and availability of substitute products.
  • Less expenditure on marketing and promotional activities.
  • No distribution network in rural areas.

Threats

  • Political Interference.
  • Removal of import restrictions.
  • Controversies.

Opportunities

  • Changing lifestyle and rising income levels.
  • Change in trend of becoming more health conscious and using more organic products.
  • Large domestic market.
  • Rural market to be trapped.
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About Devashish Shrivastava

I work on optimizing articles (SEO).
  • Raipur, Chhattisgarh
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