Patanjali Interesting Facts | Unknown Facts Behind the Popularity of Patanjali

Ria Puneyani Ria Puneyani
Nov 18, 2021 6 min read
Patanjali Interesting Facts | Unknown Facts Behind the Popularity of Patanjali

In India, ayurvedic goods have dominated the whole medical and cosmetic sector. Patanjali's development in the field of ayurvedic medications and goods is well-known throughout India. With a net income of Rs. 590 crores ($80 million), Patanjali has been recognised as India's fastest-growing FMGC company. It was founded in 2006 by Yoga master Baba Ramdev and Ayurveda professor Acharya Balkrishna. Patanjali Ayurved Limited is the owner of the Patanjali trademark. Its headquarters are in Haridwar, Uttarakhand.

Patanjali serves the personal care and food sectors. It manufactures over 300 Ayurvedic medications for the treatment of various bodily problems and generates over 2,500 goods.

So, without further ado, let's look at some unknown facts about Patanjali.

How Patanjali started?
Patanjali's Revenue Over the Years
Baba Ramdev is not a Stakeholder
How Does Patanjali Sell its Products?
Patanjali's Best Selling Products
What Percentage of Patanjali's Income is Spent on Advertising and Publicity?
Patanjali's Business Strategy
How did Patanjali become so popular?
Patanjali has a Food Park of its own
Patanjali's Divya Amla Juice and Shivlingi Beej Controversy
Conclusion
FAQs

How Patanjali started?

Acharya Balkrishna | Patanjali Founder and Chairman
Acharya Balkrishna | Patanjali Founder and Chairman

In Haridwar, Acharya Balkrishna and Ramdev established Divya Yoga Pharmacy in 1995, which led to the establishment of Patanjali Ayurved. NRIs Sunita and Sarwan Poddar, who are Ramdev's followers, helped the firm get off the ground with a loan.

Balkrishna said that he took out a Rs 60 crore loan without ever having a personal bank account in his name.

Patanjali's Revenue Over the Years

In 2012, Patanjali made a total revenue of Rs 452 crores ($6.07 million), in 2013, it went up to Rs 849 crores ($11.4 million). In 2014, the revenue was Rs 1191 crores ($16 million) and in 2015, it went to Rs 2006 crores ($26.9 million). In May 2017, the firm said that its revenues had quadrupled in a year to over Rs 10,000 crore and in 2020 generated Rs 30,000 crores, making it India's second-largest consumer products company, second only to Hindustan Unilever who they aim to beat by next year, with Amul now contending for second place.


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Baba Ramdev is not a Stakeholder

The firm does not consider Baba Ramdev to be a shareholder. The yoga guru owns zero% stake in the business. Acharya Balkrishna, on the other hand, is the managing director of Patanjali Ayurved and has a 94 per cent share in the company.

How Does Patanjali Sell its Products?

Patanjali goods are offered through three types of medical centres: 1200 Patanjali Chikitsalayas (doctors' clinics), 2500 Arogya Kendra (health and wellness centres), and 8000 Swadeshi Kendra (non-medicine outlets).

Baba Ramdev's Patanjali established a collaboration with eight e-tailers earlier this year as part of a big push for the online distribution of Patanjali Ayurveda's products.

Several E-tailers have partnered with Patanjali Ayurveda. These are:

These e-tailer collaborations will be in addition to the company's website, patanjaliayurved.net, where it sells its goods online.

Patanjali's Best Selling Products

Patanjali Best selling products
Patanjali Best selling products
  • Patanjali's cow ghee has brought in Rs 1,467 crore, accounting for 13.9 per cent of the company's overall income.
  • Patanjali Ayurveda's second most popular product, Dant Kanti toothpaste, has brought in the most money after cow's ghee. According to the most recent information available, Patanjali's Dant Kanti sold Rs 940 crore, accounting for 8.9% of total income.
  • The hair cleanser, Kesh Kanti, is another of Patanjali Ayurveda's most popular products. Kesh Kanti, Patanjali's haircare brand, had a revenue of Rs 825 crore, accounting for 7.8% of the company's overall sales.
Patanjali Best products

What Percentage of Patanjali's Income is Spent on Advertising and Publicity?

Patanjali invests 12-20% of its sales on distribution and research, according to data and sources. Patanjali has developed a unique word-of-mouth marketing strategy that generates all revenue without the use of advertising.

Patanjali's fame did not emerge immediately; it grew over time as hundreds of thousands of pleased consumers multiplied into lakhs.

Patanjali's Business Strategy

Patanjali Chikitshalya and Arogya Kendras have 10,000 locations where the staff constantly suggests Patanjali items. And the folks who attend their yoga camps are eager to promote the business. Baba Ramdev's Swadeshi branding was added to the mix. Baba Ramdev also sells it on television and promotes it in his Yoga seminars around the country.

They also supply Patanjali brand usage and teach and certify medical practitioners chosen by Ayurveda clinics.

Due to the rub-off effect of Baba Ramdev's qualifications in Yoga and Ayurveda, this instantly bestows confidence and credibility.

How did Patanjali become so popular?

Patanjali goods have grown in popularity in the recent year, even though the company was founded in 2006. The Haridwar-based firm brought in Rs 5,000 crore in revenue in 2015-16, up from about Rs 400 crore in 2011-12, Rs 2,000 crore in 2014-15, and now Rs 30,000 crores in 2020-21. In its FMCG range of roughly 300 goods, products like ghee and toothpaste have emerged as blockbusters, boosting their development even further.

The trend in Indian customers' lifestyles toward natural and ayurvedic items and the fact that its goods are 20 per cent cheaper than most FMCG items might be the reason for its success.

Patanjali has a Food Park of its own

Patanjali Food Park
Patanjali Food Park

Patanjali Ayurveda has it is own Patanjali Food and Herbal Park, which runs under the Indian government's food park plan. Not only that but the corporation is said to have opened one of the world's largest food parks, with a total investment of Rs 500 crores. It is not only beneficial to the medical brand, but it also employs over 6,500 people and spans 100 acres.

Patanjali's Divya Amla Juice and Shivlingi Beej Controversy

In a public notification dated June 21, 2017, the Nepal Department of Drug Administration requested that Patanjali Ayurved recall six medicinal items because they were determined to be of poor quality.

Patanjali's Divya Amla Juice and Shivlingi Beej failed to fulfil quality criteria, according to an RTI request. According to the test result, Shivlingi Beej had 31.68 per cent foreign matter, and amla juice had a pH value below the permissible range. Between 2013 and 2016, 32 of the 82 samples collected failed the quality test.

According to a lab study from the Uttarakhand state government, the pH value of amla juice was determined to be less than the permissible level, which assesses the alkalinity of water-soluble compounds. Acidity and other medical issues may result from products with pH levels less than seven. The lab result was refuted by Acharya Balkrishna, who said it was an effort to smear Patanjali's reputation.


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Conclusion

The last financial year has been quite hard for Patanjali since sales were down due to the pandemic, but with the acquisition of the FMCG firm Ruchi Soya for Rs 4350 crores ($58.4 million), things have started to look up. Baba Ramdev has reported a 9 per cent rise in operational revenue while the net income has gone up to 14 per cent since 2020. Patanjali is expected to grow even more and beat its competition in the coming years.

FAQs

Who is the real owner of Patanjali?

Acharya Balkrishna is the owner of Patanjali. He is the chairman of the consumer goods company Patanjali Ayurved.

What is the USP of Patanjali?

Patanjali sells only Ayurveda based products in food, cosmetics and healthy FMCG products.

When was Patanjali started?

Patanjali was founded in January 2006 by Baba Ramdev and Acharya Balkrishna at Haridwar.

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