[TYPE THE COMPANY NAME]

A dissertation on
successful marketing
strategy of patanjali
ayurveda
By_rituparna pathy
Roll no-5329v140631
[Pick the date]
 Chapter one
Overview
There are business men, there are entrepreneurs and
then there are people who leave you thinking, what
just happened!.
Today Baba ramdevs patanjali is sweeping away
everything in its path. From local stores to amazon
,patanjali products are every where.the product quality is
best in breed ,the price is competitive and the
distribution chain is probably the first that is rivalling
even the cola majors.
Patanjali ayurveda Kendra pvt ltd started its operations
with patanjali yogapeeth in haridwar ,uttarakhand.
The patanjali ayurveda ltd is an Indian FMCG
company.manufacturing units and headquarters are
located in the industrial area of Haridwar while the
registerd office is located at Delhi. The company
manufactures mineral and herbal products. It also has
manufacturing units in Nepal under the trademark Nepal
gramudhyog and imports majority of herbs in india from
Himalayas of Nepal. According to CLSA and
HSBC,patanajali is the fastest growing FMCG company
in INDIA.it is valued at 30billion(us$450 million)and
some predict revenues of rupees 5000
rore(us$450million) for the fiscal 2015-16.
Ramdev baba has stated in his interview with CNN
NEWS 18 that profit from patanjali products goes to
charity.

Patanjali ayurveda-entry into FMCG

Patanjali started off manufacturing bulk ayurvedic

medicines later branching its operations into FMCG
markets as well. Since, the FMCG market has low
entry barriers, Patanjali soon established itself as a
major consumer goods manufacturer. The recent
trends clearly imply that the companys priorities are
shifting from medicines to consumer goods, perhaps
because the net revenues earned through FMCG are
on par with ayurvedic medicine.
Patanjali ayurveda current market insights

Patanjali as a brand currently has more than 350

products from Soap to Toothpaste and from Oats to
Health drinks. The 2014-2015 revenue of Patanjali
Ayurveda crosses Rs. 2000 crore figures. In January
2016, IIFL said Patanjali Ayurveda Ltd has, in a short
span of less than a decade, recorded a turnover higher
than what several companies have managed to achieve
over several decades. There is no doubt that Patanjali is
a disruptive force in the FMCG space and is a credible
threat for the incumbents. The industrial data indicates
that the brand has a market share of 4-5%.
year

2009-10 163