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P: ISSN NO.: 2394-0344 RNI No.UPBIL/2016/67980 VOL-3* ISSUE-12* March- 2019
E: ISSN NO.: 2455-0817 Remarking An Analisation
Patanjali: The Game Changer of Indian
FMCG Market
Abstract
The Indian FMCG sector is the fourth largest in the economy. It
has a plethora of national and international companies fighting to be the
market leaders. One such company which has garnered the attention of
everyone is Baba Ramdev’s Patanjali Ayurved Limited (PAL). The
morphosis of Patanjali from a small pharmacy to one of the fastest
growing FMCG companies is attributable to a large number of factors.
The present paper attempts to pen down the journey of Baba Ramdev’s
Patanjali and underline the marketing strategies adopted by the company
for gaining a strong foothold in this sector. The growing population of
health conscious Indians, their quest for natural and ayurvedic products
which are made in India coupled with value for money pricing strategy
have largely contributed towards this unprecedented success. Further,
the marketing mix of the company is also studied. Amongst the four
dimensions of Patanjali’s marketing mix, price emerged to be most
significant.
Keywords: Patanjali, PAL, FMCG, Marketing Mix, Marketing Strategies.
Introduction
The Indian FMCG sector is growing by leaps and bounds. It is the
Vasundhra fourth largest sector in the Indian economy (IBEF, 2018). Chart 1 depicts
Research Scholar, the sectoral composition of Indian FMCG sector. Here, it can be seen that
Haryana School of Business, household and personal care segment is a clear leader accounting for 50
Guru Jambheshwar University of percent of FMCG sales in India. The sector is expected to reach US$ 103.7
Science & Technology, billion by the year 2020 (IBEF, 2018). Such meteoric growth can be
Hisar, Haryana, India accredited to a plethora of factors such as growing population, rising
awareness, ease of access as well as changing demographics and lifestyle
of people in India.
Chart 1: Sectoral Composition of Indian FMCG sector
SHARE (%)
19% FOOD AND
BEVERAGES
50% HEALTHCARE
31%
HOUSEHOLD AND
PERSONAL CARE
Usha Arora Source: Developed by author using information from IBEF, 2018 report
Professor, The sector comprises of multinational companies like HUL,
Haryana School of Business, Proctor & Gamble, ITC, Nestle and Britannia as well as traditional ones like
Dabur, Emami, Himalaya and Vicco fighting to become the market leaders.
Guru Jambheshwar University of
One such company that has made its way amidst the cut throat competition
Science & Technology, is Patanjali Ayurved Limited (PAL). Founded by Baba Ramdev and
Hisar, Haryana, India Acharya Balkrishna, PAL has clearly gained a strong foothold in the FMCG
sector in a very short span of time.
Patanjali Ayurved Limited: The Genesis
The journey from a small pharmacy named Divya Pharmacy,
established in order to manufacture ayurvedic medicines which were
distributed free of cost, to Patanjali Ayurved Limited (PAL) happened due
to the efforts of Acharya Balkrishna and Baba Ramdev (Prasad, 2018).
Although, PAL was incorporated on 13 January 2006, the preparations
started way before. Sanskar channel’s decision to broadcast Baba
14
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Ramdev’s early morning yoga programme in Company Overview
the year 2002 emerged as a stepping stone. After The change in lifestyle and demographics of
that, seizing the popularity of the yoga guru, Aastha people in India and the quest for natural and herbal
channel took over the rights of broadcasting the products has propelled the growth of Patanjali
programme. Soon, millions of Indians squeezed the Ayurved Limited (PAL) (Rawat, 2016). Due to the
programme into their early morning daily routine and extremely fast lifestyle, strenuous work culture,
Baba Ramdev became a household name. restricted physical activity, people are more
Not long after, with aid from Scotland based susceptible to various lifestyle diseases like diabetes,
NRI couple Sarwar and Sunita Poddar as well as obesity, hypertension etc. Especially in India, an
riding on Baba Ramdev’s fame, the pharmacy emerging class of people prefer natural products
metamorphosed into one of the leading FMCG instead of modern medicine for their ailments primarily
companies, Patanjali Ayurved Limited (PAL). PAL is because of the side effects of the latter. Owing to
headquartered in the industrial area of Haridwar, such lifestyle changes, majority of the people are
Uttarakhand and has its registered office in New willing to try new products which are herbal,
Delhi. As regards to the ownership, Acharya ayurvedic, organic and free from hazardous
Balkrishna holds 93 percent of the stake in the chemicals.
company, the rest 7 percent is held by the NRI couple With its element of Swadeshi, word of mouth
Sarwar and Sunita Poddar (IIFL, 2016). Baba publicity and value for money pricing strategy,
Ramdev, surprisingly does not hold any stake in Patanjali is giving behemothic companies a run for
Patanjali Ayurved Limited (Agarwal & Agrawalla, their money (Khanna, 2015; Shukla & Shrivastav,
2017). Neither does he draw any salary from the 2016). In the year 2016-17, Patanjali showed a
company. Yet, it is predominantly due to his charisma whooping growth of almost 100 percent in their
and appeal, PAL has witnessed an unparalleled revenues as shown in Figure 1.
growth and forayed into segments like dental care,
food products, personal care etc.
Figure 1: Revenue of Patanjali Ayurved Limited
REVENUE (in Crores)
2017-18
2016-17
2015-16
2014-15
2013-14 REVENUE (in Crores)
2012-13
2011-12
0 2000 4000 6000 8000 10000 12000
Source: Author’s compilation based on Patanjali’s financial statements and data from news articles (CNBC, 2019)
However, the growth trajectory of Patanjali According to IIFL (2016), going by the current growth,
hit a road block in FY 2017-18. Patanjali’s revenue Patanjali is expected to surpass the revenue target of
showed a decline of more than 10 percent from Rs. 20,000 crore by the year 2020. Impressed by the
Rs.10,561 crore to Rs. 8148 crore. Such slump in the company’s success and brand power of Baba
growth could be due to a host of reasons such as Ramdev, a leading research and brokerage house,
demonetisation, introduction of Goods and Service CLSA wished Patanjali to be listed on the stock
Tax (GST) and the company’s inability to adapt to the exchange (Business Standard, 2015). Forbes has
change coupled with the weak distribution network compared Patanjali to The Body Shop, the global
(CNBC, 2019). Adding to that, other FMCG natural beauty products manufacturer by saying that
companies have also expanded in the herbal and with its natural ingredients Patanjali could be India’s
natural segment, thereby attacking on the strength of Body Shop (Forbes, 2015).
Patanjali. However, these hurdles can’t diminish the Marketing Strategies Adopted By The Company
fact that Patanjali has given giant MNCs a run for their Baba Ramdev, a Yoga Guru and not a
money. A report by Kantar Worldpanel revealed that businessman, from Haridwar and not Harward, has
Patanjali’s products have shown an overall increase in single handedly challenged the gigantic corporations
the penetration levels from 44.5 % in the year 2017 to like HUL, P&G etc (Shukla, 2018). The company is
49.4 % in 2018, meaning its household reach is able to attain such growth due to its tactful yet
increasing (CNBC, 2019). meaningful marketing strategies.
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The Swadeshi Potion strategy unlike its competitors which follow a “House
Baba Ramdev has slowly and steadily built a of Brands” strategy. Under the former, all the products
wave of Swadeshi in the minds of Indian consumers. of the company are sold under the common name of
He has been a strong advocate of using products Patanjali (Arora, 2016).
made in India and completely boycotting MNC’s Word of Mouth Publicity
products. Interestingly, Baba Ramdev did not preach Patanjali has gained the most from word of
the superiority of its brand compared to others. mouth promotion by its ardent follower base (Bhatt &
Rather, his focus was on making people aware about Bhatt, 2016; Gupta, 2016). It is well known that
the vicious MNCs and their harmful products. consumers are best convinced by existing users
During his yoga shivirs, he spoke elaborately speaking well about the products rather than company
on evils of MNCs; how they are destroying the making claims about it (Mehrotra et al., 2017). Word
country, the harmful effects of chemicals and of mouth about any product encourages people for
fertilizers used and the menace of corruption caused trial and creates first time purchase. The rest is done
by them (Gupta & Garg, 2016). He always by their value for money pricing coupled with natural
popularised Swadeshi products and stressed on the and quality products.
need to use products made in India and stop these Marketing Mix of Patanjali
global corporations from robbing the country. Product
Therefore capitalising on the changing trend from Patanjali claims to produce natural products
“Global to local”, he pitched Patanjali’s products as which are sourced directly from the farmers. It also
Swadeshi alternates to MNC products (Pandey & has a manufacturing unit in Nepal from where the
Sah, 2016). natural herbs are sourced (Bhasin, 2018). Such direct
Media sourcing fulfils two-fold purpose. It gives credibility to
Digital age has triggered the role of media in the promise of purity of product along with reduction in
success of Patanjali. In fact, Baba Ramdev himself prices (Shinde & Gharat, 2017). The company is
acknowledges the strong role by saying that his own following the practice of carpet bombing where they
role in the rise of Patanjali is a mere 10 per cent, the are producing diverse categories of products rather
rest is due to the media and his ardent follower base. than focusing on selected categories or selected
Patanjali has a free of cost publicist in the form of products (Shukla & Sanghvi, 2017).
Baba Ramdev. His political connections as well as It has launched different variants of its
harmony with the press and media aid in good products, thereby paying heed to the needs of
publicity of the brand (Shukla, 2017). In 2016, the different consumers’ tastes and preferences. For
former Bihar Chief Minister, Lalu Prasad Yadav example, the bathing soaps category has soaps made
promoted Patanjali’s face cream and demonstrated its up from different natural ingredients such as aloevera,
features by applying it on his face. Such hype and jasmine, rose etc. The Ayurvedic element in the
publicity helps the brand get recognition among products has intrigued customers who were looking
masses. The fact that he does not take any salary for natural and herbal alternatives (Ghoshal, 2016).
from the company increases his credibility and Anupriya (2017) revealed that a majority of
ultimately builds strong brand loyalty of people respondents from Coimbatore preferred Patanjali’s
towards Patanjali. Baba Ramdev is also seen making products as they were chemical free. Providing
bold statements in the media like all gates are going natural and healthy products, that too at economical
to be closed for Colgate by Patanjali and Nestle’s bird prices, helped Patanjali in securing both the health
will fly away (Ahmed et al., 2018). conscious and price conscious segments of
Advertising consumers (Ahmed et al., 2018).
Initially, the company did not spend huge The products are offered in various sizes
sums of money on advertisements and getting a which help in making sure that consumers with
celebrity face for the brand. Instead Baba Ramdev different needs and economic backgrounds are
was the celebrity brand ambassador. The fame served at the same time. The time lapse between the
ushered upon Baba Ramdev due to his Yoga camps conceptualisation of a product and launching of the
and television programmes helped the brand get a lot product is minimal. The time gap between the concept
of media awareness and coverage at a fraction of cost of Patanjali noodles to the execution and launch of
(Mehrotra et al., 2017). Patanjali relies on the premise final product is around 4 months (Singh & Gopal,
of informative advertisement where giving information 2016).
about the benefits of a product is the key (Shukla, Patanjali Ghee is the star performer of the
2017). However, lately, the company has started to company followed by Dant Kanti toothpaste and Kesh
recognise the importance of mainstream advertising Kanti shampoo. Since Ghee is the cash cow, it is
(Jaggi & Ghosh, 2017). It has hired the services of priced at a rate higher than competing brands’ Ghee
advertising agencies McCann and Mudra (Prasad, (Prasad, 2018). The price for patanjali’s cow ghee is
2018). Rs. 560 for 1 litre which is high compared to its
PAL decided to promote its products through competitor Amul whose price is Rs. 445 for the same
advertisements predominantly on news channels quantity.
instead of focusing on entertainment channels (Das, The product assortment of PAL is
2016). Also, the company follows a “Branded House” summarised in Table 1.
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Table 1: Taxonomy of Patanjali Products
Natural Health Care Digestives, Health and Wellness, Chyawanprash, Badam Pak, Ghee, Honey,
Heath drinks, Food Beverage, Diet Food
Natural Food Products Biscuits & cokkies, Spices, Candy, Herbal tea, Jam, Murabba, Natural
Sweetner, Dalia, Poha & Vermicilli, Flours, Sauces & Pickles, Corn Flakes, Dal
pulses, Rice, Noodles, Oats, Papad, Namkeen, Edible Oils, Sweets
Ayurvedic Medicine Kwatch, Vati, Bhasma, Churna/Guggul, Parpati/Ras, Pishti, Arishta, Asava,
Syrup, Godhan Ark, Oil, Lep, Balm & Inhaler
Herbal Home Care Agarbatti and Dhoops, Hawan Samagri, Pooja essentials
Natural Personal Care Skin care, Dental care, Hair care, Body care, Toiletries, Eye care, Shishu care,
Dishwash Bar & Gel
Patanjali Publication Books, Media
Source: Author’s compilation based on information from Patanjali’s website (www.patanjaliayurved.net)
Patanjali is continuously bombing markets states along with proposed factories in 6 states
with its products. It has entered into the branded (www.patanjaliayurved.org). The distribution strategy
garment segment through its brand Paridhan. consists of a three tiered channel including Arogya
Patanjali has opened its Paridhan store in New Delhi Kendras, which are health centres, Chikitsalyas,
offering apparels under three segments- livfit for which are dispensaries having doctors and Swadeshi
sports and yoga wear, aastha for women’s apparel Kendra, which are the non medicine outlets (Kataria,
and sanskar for menswear (Business Today, 2018). 2018; Prasad, 2018). There are around 15000
Apart from these, it has around 30 products in exclusive outlets all over India and the company plans
pipeline. It has also decided to enter into dairy to reach 1,00,000 outlets by the year 2020 (Agarwal &
business by launching milk and milk based dairy Agravalla, 2017).
products. Another future venture of Patanjali is the Patanjali has its feet in both traditional as
frozen vegetables segment, including the frozen well as modern distribution channels (Shukla, 2017).
snacks like French fries (Business Line, 2018). Along with easy availability at local kirana stores, its
Price products are distributed through collaborations with
Patanjali follows value for money pricing modern trade stores such as Reliance Retail, Star
strategy for majority of its products, except for its Bazar and Hyper City (Prabha & Revathi, 2018). Also,
Ghee which follows premium pricing strategy (Shukla the company has inked agreements with Pittie Group
& Sanghvi, 2017). Almost all the products are priced and Kishore Biyani’s Future Group (Shukla &
around 20-30 percent cheaper than the competitors Shrivastav, 2016). Sensing the surging demand for e-
(Malviya & Tyagi, 2016). For example, the price of commerce, Patanjali has embraced the trend by
Dabur Honey is Rs. 122 for 250 gms, whereas making its electronic presence on its two websites,
Patanjali sells its honey for Rs. 70 for the same .net, being the e-commerce website and .org being
quantity, giving a net saving of Rs. 52. Also, it claims corporate website. Additionally for the online selling,
to provide premium quality products at economical the company is also using online platforms like
price. For example, juice products of Patanjali are Grofers, Amazon, Flipkart, PaytmMall etc. In future,
advertised to contain more fruit pulp that its the company needs to tap Rural as well as South
competitors like Real Juice by Dabur, yet it is sold at India.
price less than the competitors (Chandna, 2016). Promotion
One of the reasons for low prices is the low Baba Ramdev’s credibility and social image
cost of packaging. Patanjali follows simple packaging as a Yoga veteran gave the brand promotion during
designs for its products. Secondly, no big celebrities its nascent years. The innumerable free of cost Yoga
are roped in for advertisements. Instead, Baba shivirs and camps organised by Baba Ramdev made
Ramdev is the face of Patanjali. And third is the people believe that he is not in it for money. The
sourcing of the raw material. The company sources company has given the potion of Swadeshi to the
majority of its raw material directly from farmers consumers. It has positioned its products as
thereby reducing intermediary costs. To add to this, Swadeshi alternatives to the MNC products. They
majority of its employees are basically volunteers and have strongly propagated that unlike other
believe in “seva”, so it saves a lot on their salaries. companies, the revenue earned from Patanjali goes to
Such benefits are passed on to the consumers in the charity and not in the pockets of brand owners. Also,
form of low prices. the money remains in India and does not go the
Place foreign giant MNCs (Bhasin, 2018).
At the outset, Patanjali relied solely on its The spirit of purity has always been the
own exclusive distribution channels. The company did cornerstone for PAL. Patanjali has highlighted its
not get a good response from retail outlets in the natural and organic products through its slogan
beginning. In the year 2012, Pittie Group started “Prakriti ka Ashirwad” meaning Nature’s blessing
distributing the company’s toothpaste Dant Kanti (Pimplapure, 2018). A number of Yoga shivirs and
through its pilot programme, thereby giving the camps are organised by Baba Ramdev which are
company its initial push in modern retail. Patanjali has attended by various celebrities, thereby giving the
a distribution army of more than 47000 retail counters, brand more exposure. During these camps, he
3500 distributers and numerous warehouses in 18 tactfully introduced the company’s products by talking
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E: ISSN NO.: 2455-0817 Remarking An Analisation
about their features and provided testimonies of https://www.business-
common people present regarding how the products standard.com/article/markets/wish-you-were-
have benefitted them. Such shivirs and camps served listed-patanjali-ayurved-clsa-
as huge platform for reaching out to target customers 115082800265_1.html
without much mainstream advertising. Business Today. (2018). Baba Ramdev launches
The digital popularity of Baba Ramdev on swadeshi apparel store Patanjali Paridhan in
various social media platforms also strengthened its Delhi today. Available at
brand positioning (Shukla & Shrivastav, 2016). He has https://www.businesstoday.in/current/corporate
1.82 million followers on twitter and his page on /baba-ramdev-to-launch-swadeshi-apparel-
facebook has 9.6 million likes. store-patanjali-paridhan-in-delhi-
Conclusion today/story/288324.html
Patanjali Ayurved Limited has emerged as a Chandna, H. (2016). Patanjali Vs Dabur over market
dark horse in the ever competitive Indian FMCG share for fruit juice. Hindustan Times.
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its products and marketing strategies in order to https://www.cnbctv18.com/retail/patanjali-
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recapture their lost market share, Patanjali has to up Das, P. (2016). Patanjali continues TV ad blitz in Feb
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