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 ForceUntil 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.
2. The wave of AyurvedaThe 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.
3. It Is Made In IndiaThe 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.
4. Cheaper Than Competitive BrandsPatanjali 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).
5. Unique Selling StyleUnlike 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.