Introduction

“What makes Patanjali a credible threat is that it does not try to beat other FMCG

companies at their game; it changes the game for them” – IIFL

After the heroic rise in FMCG sector and getting some of the biggest players in the market

taste dirt within a period of a few years, Patanjali has made a very special place in the hearts

of Indian consumers. Patanjali was set up in 1995 by Baba Ramdev and his close associate

Acharya Balkrishna under the name of Divya Pharmacy. Soon, the medicine became very

popular and Divya Pharmacy sought to diversify and scale the range of products offered.

Year after year it has been adding new products to its portfolio and the customer base has

been increasing rapidly. In financial year 2020, Patanjali clocked 9,023 crore rupees

turnover, with 22% growth net profit.

Patanjali produces more than 500 healthy products and medicines. Its fundamental

principal is to provide healthy alternatives of personal care products, staples, food,

cosmetics etc with goodness of Ayurvedic ingredients without any preservatives or

unnatural substances. While it has taken away the market share of some of the biggest

FMCG giants like Nestle, Colgate, Unilever – It has actually increased the market of existing

Ayurvedic companies. With the success of Patanjali, companies like Dabur, Himalaya,

Hamdard are now enjoying the free rider advantage. Patanjali is one of the best examples of

a brand capitalizing its strengths and developing the category.