Patanjali Ayurveda, founded by the yoga-guru Baba Ramdev, has made quite a name for itself in the FMCG sector and has left its competitors behind by miles. The brand has made this success for itself by resonating with Indian consumers’ hearts as the quality product manufacturer and the sole Desi manufacturer with no vested interests whatsoever. The brand keeps growing every day with a wide range of products that it has to offer and, it has captured the space of Indian households with its products. The selling point of the Patanjali products is the safe and healthy products that they manufacture.
Since its inception in 2006, by Baba Ramdev and his close associate Acharya Balkrishna, the brand has never looked back. It grows exponentially, and the company’s current revenue is more than 5,000 crore in a financial year, which was around 450 crores in 2012. Patanjali is a big player in the FMCG market now, and all its competitors have tasted dirt in front of it in such a short period. It is also looking to venture into other areas of manufacturing with swadeshi as the brand tag. Some of the most significant factors owing to the success of the brand Patanjali are –
1. Reasonable prices –
The prices of Patanjali products are comparatively low compared to any of the other market players in their domain. The Indians fell for the pocket-friendly pricing with authentic swadeshi products that are healthy, comparatively, or believe. The brand’s image is that of serving consumers and looking after their well-being rather than making any profit.
2. The ‘Desi brand’ –
The feeling that whatever Patanjali makes goes into the development projects for the Indian and, by the Indians, has garnered million Indians’ trust in Patanjali’s products. The make in India initiative has also mainly boosted the sales of the brand. Patanjali boasts of being 100 percent desi, making original and compelling and cost-effective products using only Indian ingredients. Without any ulterior motive to make millions in profits has resonated with the country’s people and families.
3. A palate of choices –
Patanjali has almost taken over every nook and cranny of the FMCG sector, and it looks to expand in other sectors. It offers a palate of Indian consumers’ choices in every FMCG field, from grains to shampoos to beauty products, that Indian consumers take one thing or other from them. The main point that Patanjali is looking to make itself the self-reliant alternative for MNCs has a ring to it, and the consumers are being swayed by it.
4. On point marketing –
Strategy followed by the brand to make Baba Ramdev the face of the products, a look, and a figure that the fellow countrymen can trust with, is doing wonders for their marketing. From its products to philosophy to the advertising game, everything about the brand boasts of the Desi feeling. They do not hire actors and cricketers to advertise their products. Initially, Patanjali was not into marketing, but this smart move of making Baba Ramdev, the face of the authenticity, has reaped wonders for the company.
5. Innovation is the way –
Patanjali has made it clear that their products have the will to innovate and disrupt anytime. When the famous noodles brand Maggi got banned, Patanjali’s Atta noodles introduced to the market are now the product of all other noodles brands. So, the innovation in Patanjali’s works has put it in place from where it directs market trends. Analysts say that they have the scope of always creating new moats, which is tough to replicate or compete with.
6. No over-sophistication –
Patanjali lacks any formal management steps, and analysts believe that the reason behind Patanjali’s rapid growth is this lack of the standard management hierarchy that, at times, slows down the growth rate. Their un-sophisticated business structure lets it accelerate production, growth at an unprecedented rate. The swift rise to a 5,000 crore business just within three years is the testimony to its operational strategy.
Final word
In these changing times, when people are quite aware of the health hazards of the chemicals they consume, Patanjali has emerged as a healthy and safe answer to the other existing chemical-based industries. Patanjali’s sole emphasis on the quality of the products has rendered them into the only survivors of this time and age. The products derived from the Ayurvedic understanding seem to have solved all the issues that Indian consumers face from offering a wide range of products and reassuring them about the quality of the products. This brand is the prime example for other Indian brands to grow big and make India self-sufficient.
Karan Makan
Technology Engineer and Entrepreneur. Currently working with International Brands and helping them scale their products Globally through different ventures. He owns Multiple Food Brands and is on a continuous spree to acquire many more businesses in the coming years. With over 10 years of experience and strong background in Brand Acquisition, Karan Makan is soon poised to be a Brand in the coming years.
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