AN

ASSIGNMENT
ON
“Brand Management of Patanjali”
SUBJECT: Product & Brand Management
MBA Semester 4
DIVISION- M1
Submitted by:
ENROLLMENT NO: NAME:
207500592014 Yashdipsinh N. Gohil
207500592036 Mahipalsinh A. Magodra
207500592045 Drashti A. Gajera
207500592056 Shivani B. Jasoliya
207500592085 Saurabhkumar B. Kansagara

Submitted to:
Dr. Roshni Singh
(ASSISTANT PROFESSOR)
S. R. Luthra Institute of Management
GUJARAT TECHNOLOGICAL UNIVERSITY
Surat
GROUP NO: 3
 Index

Sr. No Content Page No.

1 1
INTRODUCTION OF COMPANY
2 2
BRAND POSITIONING BY PATANJALI
3 4
BRAND ELEMENTS OF PATANJALI
4 5
USE OF SECONDARY ASSOCIATION
5 6
BRAND EXTENSION
6 9
LINE STRETCHING
7 10
BRAND ARCHITECTURE & HIERARCHLY
8 11
PRODUCT AND BRAND STRATEGIES
9 16
GLOBAL PRESENCE OF PATANJALI
10 17
BRAND EQUITY INCREASE BY FOLLOWING ETHICS
11 18
UNETHICAL CONSIDERATIONS OF PATANJALI
12 19
CONCLUSION
13 20
BIBLIOGRAPHY
 INTRODUCTION OF COMPANY

Patanjali Ayurved, (known as Patanjali), is an Indian multinational conglomerate holding

company, based in Haridwar, India. It was founded by Ramdev and Balkrishna in 2006. Its
office is in Delhi, with manufacturing units and headquarters in the industrial area of Haridwar.
The company manufactures cosmetics, ayurvedic medicine, Personal care and food products.
The CEO of the company, with a 94-percent share hold, is Balkrishna. Ramdev represents the
company and makes strategic decisions.
Ramdev and Balkrishna established Patanjali Ayurved in 2006. Balkrishna owns 94 percent of
the company, and the remainder is dispersed among other individuals. In May 2021, Balkrishna
had a net worth of US$2.3 billion.
According to CLSA and HSBC, Patanjali was one of the fastest-growing FMCG companies in
India in 2016. It was valued at ₹3,000 crore (equivalent to ₹37 billion or US$480 million in
2020). Patanjali estimated its annual turnover for the 2016–17 fiscal year at ₹10,216 crore
(US$1.3 billion). According to a report by India Infoline (IIFL), at least 13 listed companies
would be affected by Patanjali's success; they included Hindustan Unilever, Colgate, Dabur,
ITC, and Godrej Consumer Products.

1
 BRAND POSITIONING BY PATANJALI

Patanjali built the image of themselves as “Natural and pure” by stating their product as
ayurvedic and herbal made as a strategic positioning. Patanjali having a unique appeal with
most of the Indians who prefer to consume anything “healthy,” “organic,” or “herbal.”
They have used Baba Ramdev to build the brand image in front of customers as he was well
known Yoga guru of INDIA. Baba Ramdev himself acted himself as a brand ambassador for
the company, yoga events to promote the product and the use of multiple distribution channels
helped to build the brand.
They have expanded their product line just like FMCG Companies in every domain. PAL set
an example that all natural products which are with Ayurveda and Indian values and has a wide
variety of products in the much sought-after categories like food, cosmetics, and ayurvedic
medicinal preparations.
Swadeshi positioning of Patanjali
So, this was another move to position their brand as a desh ka brand a made in India product
which help to state that message that purchase the product of our country and reduce the imports
and make out country self-reliant which will help to improve our economy also,
By improving the GDP of our country,
It created a nationalism message in in India consumer mind as nowadays consumer is
purchasing are those brands which are the Pride of our country and created a feeling of
patriotism in the mind of consumer.
Similarly, they launched different products under this strategy like Patanjali Coldrinks and
juices and also said the message that other multinational company are like East India company
who has come to our country to earn just for profits so by discussing on good health and well-
being they launched their different juices in the market.
They also promoted their parent brand Patanjali ahead of product band like they did not change
the name of every product like
• Patanjali noodle
• Patanjali ghee
• Patanjali hair oil and shampoo
So, Patanjali positioned all its product under its parent name which showed the trust it created
in the mind of people.
They launched also their different products like

2
• Atta noodles
• Skin care creams and face wash
• Patanjali wheat
Some others things which they used to create brand awareness for positioning were
1. Health consciousness rising people concern
2. Quality
3. Low prices
4. Natural made ingredients
They have also established country largest food park in Noida which is 50 lakh square feet to
so how big they have become and people can trust them easily as a well-known brand for their
living. Well today because of its positioning strategy Patanjali has become the top 10 most
influential brand in the world that the kind of success they are able to achieve form its products.

3
 BRAND ELEMENTS OF PATANJALI

1. Brand Name: Patanjali Ayurved

2. Brand Logo:

3. Brand Tagline:
“Prakriti ka aashirvad”

4. Brand Character
The brand character of Patanjali is “Baba Ramdev” itself.

5. Brand URLs:
https://www.patanjaliayurved.net/

4
 USE OF SECONDARY ASSOCIATION

Patanjali, as a brand, has been well known for its Ayurvedic products. With accelerated growth
in the FMCG sector, the brand has expanded into various industries as an attempt to demolish
the MNCs from India.

Under the guidance of yoga guru Baba Ramdev and Acharya Balakrishna ji, Patanjali has now
taken the initiative to explore the Indian apparel market.

This could be a game-changer in the Indian retail clothing industry.

What is Patanjali Paridhan?

There has been a lot of buzz around Patanjali Ayurved’s entry into the apparel industry in India.
So, what exactly is this brand and what is the motive behind launching an apparel unit by a
company which has been manufacturing Ayurvedic and FMCG products?
Patanjali Ayurved has been a fast-growing company for the past few years. After having started
with Ayurvedic products and eventually moving on to FMCG products, it has given a tough
competition to the top companies in various sectors.

The reason behind the diversification of the Patanjali product portfolio into the apparel sector
is simple – Patanjali wants to set a benchmark by making India a hub for manufacturing
swadeshi products and forcing the foreign brands to move out of the Indian market.

To make this happen, Patanjali has decided to sell high-quality apparel products in the Indian
market at an affordable price. As a result of Baba Ramdev’s clear-cut vision and the efforts put
in by the Patanjali team, Patanjali’s apparel brand has found its way into people’s home.

What are the products and brands offered by Patanjali Paridhan?

As Patanjali’s first attempt at driving the company towards the retail fashion market, Patanjali
Paridhan has been launched with three sub-brands namely, LIVE-FIT, Aastha and Sanskar.
With 3500 varieties of apparels, home textiles, shoes and accessories themed with the Indian
tradition, the company aims to strike a chord with the general Indian consumer. Given the fact
that Baba Ramdev already has a huge following in the nation, it is very likely that most of these
products are going to be readily accepted by a majority of the Indian masses.

5
 BRAND EXTENSION
A brand extension is when a company uses one of its established brand names on a new product
or new product category. It's sometimes known as brand stretching. The strategy behind a brand
extension is to use the company's already established brand equity to help it launch its newest
product.
Brand Extension of Patanjali:
Inner Core-Line Extension: Ayurvedic Juices, Chyawanprash.
Outer Core: Spontaneous Association: Ayurvedic personal and household goods.
Extension Zone: Latent Potential Restaurants, Cafes, apparel, Cosmetics, Consumer durables,
Footwear, Bags.
No Go area: Threat to brand Cigarettes, Contraceptives.

Extension 1 (Yoga Cafe)

• According to the study, India's organic food market has potential to grow more than 25 per
cent annually to touch $1.36 billion by 2020.
• It is important to create awareness of these products with proposed government incentives
which will be provided.
• The Indian fitness industry is undergoing a revolution of sorts spiked by the increasing
incidences of obesity and diabetes.
• Yoga is the most valuable Indian inheritance and today’s essential.
• Patanjali will be tapping into this blend of organic Yoga cafes to promote subtle
combination of fitness and dietary wisdom.
Extension Launches
• Curated organic menu for health-conscious TG.
• Weekly Yoga sessions.
• Potential property for conducting fitness and food talks in the space.
• Shelf space for other Patanjali products.
• Yoga retreats.

6
Extension 2 (Khadi Apparel)
Market Size and the Environment
• During 2015-16, the sale of khadi products shot to Rs 1,510 crore, up 29 per cent from Rs
1,170 crore during 2014-15. In 2014-15, the growth was a mere 8.6 per cent.
• KVIC (Khadi and Village Industries Commission) eyes 35 per cent sales growth in the
current fiscal. It has set an ambitious target of Rs 5,000 crore by 2018. A buoyant KVIC is
now in talks with e-commerce players for promoting online sales.
• Khadi is the proud legacy of our national freedom movement and the Father of the Nation.
• One of the most significant aspects of Khadi Village Industries in Indian economy is that
it creates employment at a very low per capita investment.
• The current government seems to be very supportive of this initiative for i.e., KVIC hit a
big growth trajectory after Modi became Prime Minister and started promoting khadi at
various platforms including his radio broadcast Mann Ki Baat.
• The above points go very well with the nationalistic image of the Brand.
• Since Khadi is strongly associated with villages, Patanjali’s foray into khadi will improve
their already strong image in the rural markets.
Patanjali Range of Khadi Apparel Launch Plan:
Product Range
• Men’s Wear
• Women’s Wear
• Kids Wear
• Jackets, Kurta, Sarees, Shirts and Trousers
Distribution Channels
• Patanjali Khadi stores
• Multi- Brand Apparel Store
• E- commerce Platform
• Patanjali website

7
Extension 3 (Cosmetic)
• Currently present in the mass personal care segment in the form of lotions, creams, gels,
shampoos, cleanser and face washes.
• Opportunity size of $60 billion with expected growth of 15 - 20%. Patanjali is only present
in this market by way of 2 products: Kohl & Vermillion.
Extension Launches
• Fragrance (borrowing from traditional Indian ittar)
• Eye Care (Almond Oil based mascaras and liners)
• Lip Care (Organic Lip balm, lipsticks made from natural colours with ayurvedic properties)
• Facial make up (Blushes, eyeshadows, foundations made from natural materials)
Why?
• Affinity for natural products
• Increasing disposable income
• Growing Market
• Rising ‘Vanity’ needs

8
 LINE STRETCHING
Companies usually add new products into their current and existing product line. It helps them
to update their product according to the needs of customers and remain competitive in the
market. It’s a very important decision for them that whether or they should stretch their product
line or not.
➢ Line stretching of Patanjali
Patanjali is FMCG company and has products in many sectors like Personal care, Food
products, Health care etc. There are some examples of line stretching of Patanjali.
Patanjali Toothpaste
Patanjali toothpaste available in different variety.
Its available in different flavours and also available for adults as well as children.

Patanjali Rice
Patanjali rice available in different packaging size ,different category and also in diferent
flavours.

9
 BRAND ARCHITECTURE & HIERARCHLY

Patanjali

Patanjali
FMCG
Publication

Samridhi
Paridhan
Card
Patanjali is fall under a master brand category and these are the sub brands of Patanjali Which
Patanjali use their main brand and logo to sell other sub brands.
FMCG
Patanjali is in FMCG sector where they have vast variety of products such as Natural Health
care, Natural food products, Ayurvedic Medicine, Herbal home care and Natural Personal Care.
Patanjali Publication
In this segment, Patanjali sell Books and other media like DVDs, MP3, VCDs, Audio CDs,
Audio cassette.
Samridhi Card
Membership of the Swadeshi Samridhi Card Scheme provides an opportunity to its members
to earn up to 7% additional benefit over loaded amount, the amount can only be used to
purchase products at Patanjali Exclusive Stores subject to terms and conditions of the Scheme.
Paridhan
Patanjali Paridhan is a Clothing Brand of Patanjali that provides Men’s Wear, Women’s Wear,
Kids Wear, Jackets, Kurta, Sarees, Shirts and Trousers.

10
 PRODUCT AND BRAND STRATEGIES
Patanjali Ayurved came into the FMCG market and flourished nearly instantly with the help
of their brilliant marketing strategy and brand positioning. Having catered to the old reliance
of the country on ayurvedic products and medicines, Patanjali marketed itself as pure and
herbal and won over the Indian hearts and minds.
We explain why the branding strategies of Patanjali are so famous through the 4-P framework.
1. Product
Patanjali disapproved of the stereotype that Ayurveda is only for the elderly, and made it cool
enough to be adopted by the youth. To form a connection with millennials and Gen Z, Patanjali
produced natural and organic products with an interesting spin, such as gooseberry candy,
choco flakes, noodles, and more. Moreover, they also targeted young adults by producing high-
quality and chemical-free cosmetics and body care products.
2. Price
Patanjali’s pricing has played a crucial role in placing the company ahead of its competitors.
Other popular FMCG companies, such as Hindustan Unilever and Procter & Gamble, are doing
everything to keep up with the rising competition and the growing popularity of Patanjali’s
products. Patanjali uses price comparison as an effective marketing tactic, along with informing
people about the benefits of utilizing its goods. They clearly recognize that with higher pricing,
they will not be able to capture the target market.
3. Place
Patanjali is India’s fastest-growing FMCG company, but that hasn’t stopped it from expanding
into neighbouring countries like Nepal. In Nepal, Patanjali operates a manufacturing facility.
This well-established commercial relationship is allowing Patanjali to expand rapidly in Nepal.
Baba Ramdev will undoubtedly attempt to overtake the market in a number of other nations as
his popularity grows in India and Nepal. Patanjali is poised to have enough funds for expansion
and growth, thanks to its remarkable turnover of Rs. 30,000 crores. Thousands of businesses
in India now carry Patanjali items, and many of these stores sell Patanjali solely, posing a threat
to local retailers.
4. Promotion
While many individuals switched to Patanjali products because of Baba Ramdev’s influential
status, a growing number of Indians began to join him once they learned how beneficial and
affordable Patanjali products are. Patanjali’s marketing campaigns have always concentrated
on informing people that Patanjali’s revenue is for charity, and not for any person or company.

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Baba Ramdev seized the opportunity and began influencing Indians by disseminating
information about the price disparity that existed in the Indian FMCG market and the efficacy
of herbal Patanjali products. He successfully grasped the opportunity with both hands and
created a significant change in Patanjali Ayurved’s branding strategy. The brand is now also
offering its products through ecommerce, thus expanding its reach.

Digital Marketing Strategy of Patanjali

Patanjali has a very holistic approach to its digital marketing efforts. It has several digital
campaigns that revolve around showcasing its products and reiterating how healthy and natural
the products are. With its amazing effort’s it has reached a massive following on Instagram.
Patanjali’s approach is two thronged. It boasts such a massive array of products that all its posts
revolve around showcasing these products. Their posts try to showcase the health benefits and
ways to use these products in ordinary day cooking. With such a massive following, Patanjali
has focused a lot of its marketing efforts on converting youngsters to appreciate it’s products.
Secondly, Patanjali uses Baba Ramdev as its brand ambassador on their posts, very frequently.
They have successfully married their healthy products with the brand image of a yoga guru,
known for curing the country of daily ailments through healthy living. With digital marketing
efforts, they have made sure this image sticks and the customers are heavily swayed by this
stratagem.

Patanjali Advertisement and Campaign Strategies:

A marketing campaign means using different types of media and online platforms for
promoting a product. The specific pieces of promotion they create constitute their
advertisement strategy. They have to be carefully planned as marketing campaign plays a major
role in any brand’s success or failure.
Patanjali Ayurved has done great research on their target audience and understands the message
they should put across through their advertisements and which campaign medium is most
effective for their strategy.
We have noted the advertisements that were the most memorable, have a look:

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#Swadeshi ka swabhiman
After achieving great success in the FMCG sector, Patanjali has now entered into the brand
apparel segment with its new brand named “Paridhan”.
Invoking the national image of cloth weaving, Patanjali has made a move on to the textile
industry. With the rising concerns of dependence on other countries for necessities, and
combining itself with the “Make in India” trend, Patanjali has targeted the most essential items
we all need, clothing.
#Healthy India banaenge, Patanjali biscuit khaenge
Patanjali has launched its biscuit with the tagline “Healthy India banenge, Patanjali biscuit
khaenge” which means “India shall be healthy, Patanjali biscuits is what we shall eat”. Patanjali
claims that their biscuits contain zero maida, sugar, and trans fats, and are healthier than any
other biscuits. Taking a moment marketing spin at the growing obesity in the 21st century and
sugary food overload, Patanjali marketed itself as a healthy option for biscuits. This struck a
nerve with the Indian audience, especially with the 35-year-old+ customer segment, who daily
enjoy a biscuit with their teas as a lifestyle habit.

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Competitors Analysis – Patanjali Success Strategy
The major competitors for Patanjali are HUL (Hindustan Unilever Limited), Dabur, and
Baidyanath. Both of these FMCG and Natural products industry giants, yet Patanjali succeeded
in turning the tables in its favour, in a short period. We have analysed two sources of Patanjali
success story. They are:
1. Targeted Marketing Strategy
Every product runs with a targeted marketing strategy that later acts as the major reason behind
a product’s success. Brands like Baidyanath made quality products that attracted consumers
but could never find a successful targeted marketing strategy way to expand. Patanjali with its
brilliant marketing strategy yet high-quality products was able to expand while generating
amazing demand from its successful marketing strategy. As a result, it earned a profit of more
than INR 9000 crores in 2019, whereas Baidyanath’s turnover is only INR 700 crore in the
same year.
2. Face Value
The second vital reason is “Face value”. With the growing media and face value, brand
ambassadors act as a trust stamp. Ramdev Baba is known for his yoga and ayurvedic
knowledge for years added to the success of Patanjali’s marketing strategy. His face in various
advertisement campaigns created trust amongst the consumers which acted as a vital reason for
it to be a hit in the market.
These two factors are the core pillars of Patanjali’s success strategy. With a brilliant marketing
campaign and branding strategy, they outmanoeuvred well-established companies like Dabur
and Baidyanath.

Competitors’ Response
PAL with its herbal toothpaste brand ‘Dant Kanti’ (Dant Kanti, Dant Kanti Junior and Dant
Kanti Medicated) had made a dent in market leader Colgate toothpaste market share besides
impacting sales of other larger players such as HUL, P&G, ITC, Dabur, Godrej, Emami and
Himalaya. Colgate sales growth rate in the toothpaste category had decreased from 11 per cent
in December 2013 to 1 per cent in December 2015. The Dant Kanti market share grew from 0
per cent to around 5 per cent in the same period. By June 2017, the market share of Dant Kanti
rose to 6.2 per cent market share, whereas Colgate share came down from 55 per cent in 2015
to 52.7 per cent in June 2017.

14
The total toothpaste market in India was approximately ₹70 billion (US$1.08 billion). In
August 2016, Colgate launched Cibaca Vedshakti toothpaste as an India-centric brand to
counter the impact of Dant Kanti. Colgate planned to leverage its reach of 5 million outlets as
compared to PAL’s penetration into only 0.2 million outlets in India. As a reaction, the Baba
Ramdev official twitter handle posted:
Colgate used to warn against traditional Indian ways of using salt and coal on teeth. But now,
it actively endorses it.
Almost 45 per cent and 9 per cent of HUL and Dabur products, respectively, were affected by
the high growth rate of PAL products. HUL was reviving its herbal brand ‘Ayush’ besides the
acquisition of famous herbal hair oil brand ‘Indulekha’ from Masons group. HUL planned to
launch about twenty herbal products in categories such as shampoo, skin cream, toothpaste and
soaps under the brand umbrella of Ayush. Dabur started an e-store named ‘LiveVeda’
exclusively for selling its wellness, herbal and healthcare-related products. The LiveVeda
portal also provided free health consultation. Dabur also planned to start a call centre, on the
lines of Alibaba’a Alihealth, to advise its prospective customers on health and herbal products.
Emami acquired a famous hair oil brand Kesh King. It was also in the race for the acquisition
of ‘Indulekha’ before HUL acquired it. Godrej Consumer Goods launched many herbal
products such as neem-based mosquito coil, coconut oil-based hair colour and organic soaps.
Dabur had also understood the pulse of the market and introduced new herbal products besides
aggressively promoting its honey and Chyawanprash.

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 GLOBAL PRESENCE OF PATANJALI
Yes, the Ayurvedic giant Patanjali has set its foot in a total of 15 countries outside of India.
The company has expanded its business venture internationally due to the increased demand
of Ayurvedic and organic products. The boost of company’s sales also comes as a consequence
of the demand of Indians living in different parts of the world.
As the world gains more and more insight into the magic of Ayurvedic medicine, the demand
has driven companies like Patanjali to take their products out in the world and explore abroad
sales. So far, the company has done fairly well with a turnover of Rs. 6000 crores from its sales
abroad. There has not been any significant complain upon the use of Patanjali products.
Patanjali Ayurved Limited is a leading manufacturer and exporter of Herbal & Natural products
including Health Supplements, Cosmetics, Food, Processed Food, Beverages, and Personal &
Home Care products. The company products are today available in many overseas markets,
helping people move towards a healthier and more natural lifestyle.
Backed by one of the largest manufacturing facilities in the world with Halal Certification, and
state of art laboratories to ascertain and maintain highest quality, Patanjali’s overseas business
today spans across key countries in all continents of the world.
Patanjali does not adapt a different culture and country contexts. Patanjali sell same products
in overseas market as they sell in India.

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 BRAND EQUITY INCREASE BY FOLLOWING ETHICS
1. Patanjali turns into non-profit organization
Yoga guru-turned-businessman Baba Ramdev said Patanjali Ayurved Ltd will be turned into a
“non-profit" entity as it seeks to plough back earnings from its businesses into charity.
They are not list Patanjali on the stock exchanges. They list Patanjali in people’s hearts. They
are transforming Patanjali into a non-profit organization. Patanjali has, since its inception, used
all profits generated from business for charity.
Patanjali’s main aim behind its activities was to do charity works of “over Rs1 trillion" in areas
of education, health, yoga, ayurveda, research, gau seva (cow welfare) and services to the
common man.
This kind gesture is one of the reasons for increasing their brand equity.
2. Patanjali’s social activities
A. Gau Sanvardhan:
• India had in past had recorded 113 species of cows in the country unfortunately
only 38 of them are left.
• Patanjali has planned to spend Rs. 500 Cr. On this project.
• With this we will able to improve the breeds of nearly nine crores domestic
cows and this way lost glory of cow will be re-established in the country.
B. Poor Relief:
• The poor, physically and mentally impaired persons, orphans, patients of
leprosy, other helpless persons who were affiliated by calamity were helped by
Patanjali in times of need.
• Patanjali has also donated crores to the organizations who were working for the
welfare of the poor.
C. Health:
• It is a mission for Patanjali to realize a disease-free India and Patanjali is
achieving it by providing affordable healthcare and free medical consultation.
• Patanjali has setup Patanjali Chikitsalayas and Patanjali Arogya Kendra over
the country which are serving people with free medical consultation.
• Patanjali have adopted some 40-50 kids who have lost their loved ones during
Kedarnath flood in 2013.
• They are providing free accommodation, free food, free education and
supporting them in every possible way.
• Similarly, they are doing the same for such kids affected during Nepal
Earthquake in 2015.
• Likewise, they carry out social service projects from time to time.

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 UNETHICAL CONSIDERATIONS OF PATANJALI
1. Ganges pollution
In January 2018, villages in Haridwar district complained that Patanjali's Padarth factory was
polluting a Ganges channel and other local rain-fed bodies of water with surface runoff;
chemicals released by the factory reportedly killed several animals in the area. The local
government took no action on the factory due to Ramdev's influence, and residents of 40
villages threatened agitation. The Uttarakhand Environment Conservation and Pollution
Control Board ordered a clean-up of the waste flowing through the area. In the past, the board
had notified Padarth about its release of untreated industrial effluent into local bodies of water.
Patanjali's general manager denied the allegations, saying that the company followed
established protocols.
2. “Infertility cure”
One of the products manufactured by Ramdev's Divya pharmacy and sold by the Patanjali
Pharmacy chain was Divya Putrajeevak Seed, described in its catalog as a natural herb which
(according to the company) could treat infertility. However, doctors pointed out the misleading
name of the drug: the word putrajeevak ("son's life" in Hindi). Some Patanjali Pharmacy stores
sold the drug with the claim that it would ensure the birth of a boy, reportedly leading to an
increase in sales.
The issue was raised in the Indian Parliament in July 2015 by opposition members who accused
Ramdev of "peddling a product which promised delivery of male children." The Ministry of
AYUSH (which oversees the sale of alternative medicines) defended the product's name,
saying that it was named after an herb.
In 2016, the Uttarakhand health department said that the drug violated the Pre-Conception and
Pre-Natal Diagnostic Techniques Act, 1994. The Maharashtra government ordered a probe of
whether the drug had violated laws in 2018, and Congress leaders in the state demanded a ban
on the drug.

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 CONCLUSION
Patanjali, being a Swadeshi brand has always been in the limelight because of its Ayurvedic
products. Each of their steps has been cleverly strategized to bring the best to the brand. Even
after facing few setbacks, the company is standing tall as ever, being the fastest-growing
company in the Indian FMCG sector.
Patanjali is expected to go a long way in the future, only if it manages to keep itself ahead of
competitors. It has a major advantage over other competitors as Baba Ramdev, a famous Yoga
teacher, is the face of the firm.
Not only their products are 100% pure but they are also available at a cheaper price in
comparison to their competitors. It has succeeded in obtaining a loyal customer base and its
products are available all over India.
Patanjali has given a headache to many marketers with its unconventional ways of marketing.
It has disrupted the whole FMCG sector and bought a revolution in the industry in a very short
span of time. A point to note is that many people are buying Patanjali products due to the
hedonic value attached to the products. Hence, Patanjali (unlike its competitors) is attracting
brand-loyal customers and not price-sensitive customers.

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 BIBLIOGRAPHY
https://en.wikipedia.org/wiki/Patanjali_Ayurved
https://www.patanjaliayurved.net/
https://iide.co/case-studies/patanjali-marketing-strategy/
https://goparidhan.com/
https://www.livemint.com/Companies/azRCLZeTgjBYVvjzvf1vaO/Patanjali-to-turn-into-a-
nonprofit-organization-Baba-Ramde.html

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