Baba With A Business Sense

Surbhi Gupta 2017-09-04

Starting from a small food park in Haridwar, Patanjali has surely come a long way in just five years.
In the last year, the company has become the fastest growing FMCG consumer company across many products giving a hard time to competitor brand like Dabur, Unilever, Emami, Procter, and Gamble, Nestle etc.The turnover skyrocketed from zero to reaching almost billion dollars in 2017.
We break down some of the strategies that Patanjali Ayurveda rides on to explain its stellar success:

1. Ramdev Baba's Loyal Force

Until last year, Patanjali did not venture into mass advertising. Their sole marketing methods were the yoga camps by Baba Ramdev. The co-founder pushed his loyal followers to use Indian products and boycott foreign brands. This word of mouth helped the company where it is now.

Baba With A Business Sense


2. The wave of Ayurveda

The growing appeal among Indians to use natural and Ayurvedic products has helped Patanjali a lot in capturing the market. The company claims that all of its products are chemical and animal cruelty-free.

Baba With A Business Sense


3. It Is Made In India

The Prime Minister’s venture “Make in India” has helped Patanjali create a strong impact in the minds of the consumers. As all of the Patanjali products, from pulses to toothpaste are processed and manufactured in India, people are levitated towards them.

Baba With A Business Sense


4. Cheaper Than Competitive Brands

Patanjali directly sources the raw material from the farmers, hence there are no middlemen which lead to price reduction by great margins. A Colgate toothpaste costs around 150 rupees(150 grams) whereas Patanjali’s Dant Kanti only retails for 75 rupees(200 grams).

Baba With A Business Sense


5. Unique Selling Style

Unlike other FMCG brands, Patanjali opened up stores near mostly all residential markets to sell their products. Apart from the products being available at the grocery stores, the Patanjali stores gave customers a chance to look at everything that Patanjali had to offer.It was a smart move towards educating the customers and making them aware of the products in subtle fashion. Patanjali recently also tied up with Amazon to sell its products online.

Baba With A Business Sense



Surbhi Gupta

The Anda Khane wali Vegetarian. Also, an ambivert and awkward media student with a knack for movies. You might just spot me sitting next to you at the theatre hogging popcorn as I reach movie nirvana. Do say hiiii! Bye

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