Patanjali

Ayurveda

KISHAN DAVE
RAVI KUMAR
 The Brand Patanjali
• Patanjali Ayurved Ltd. established in 2006 with the vision of bringing together ancient
wisdom of Ayurveda and latest technology
• What included only aloe vera gel, Patanjali’s product portfolio now includes other cosmetic
products, packaged food, etc.
• Prakriti ka Ashirvaad – The brand stands for ayurvedic benefits, organic ingredients, and
nationalist sentiment

Key Success Factors

• Brand Image – Created a perception that products are better because of no
harmful chemicals
• Pricing – Priced 15-20% lower, which helps brand’s initial entry into a category
• Distribution – Leveraged existing channels, tie up with Future group for distribution and
visibility
Patanjali Products: 100% Natural & Herbal
 Patanjali products is one of the
leading Ayurveda selling products in
India. It is 100% Natural & Herbal
products which is prepared by the
mixture of different natura
ingredient and l no
s effects. there is side
 Key Success Factors
 Creating willing customers - Ramdev’s 20 crore yoga practitioners are a logical
captive market
 Products are attractively priced, 20% to 30% lower than the market prices
 Strong distribution channels – retail outlets and ayurvedic clinics
 Modern machineries and production processes ensure superior quality
 Local sourcing and a lack-of-profit motive allows for reinvestment of gains
 MARKETING MIX
PRODUCT
 Started with an Aloe vera gel
 Operates in four major categories:
 Ayurvedic health products
 Food products & Juices
 Skin-care products
 Home-care products
 Largest selling products are cow ghee,
Dant Kanti toothpaste and Kesh Kanti
 Has premium personal-care
products: Soundarya label
 More than 400 SKUs
PRICING
 Products are competitively priced at
15-
20 percent lower than industry leaders
 Eliminates intermediaries and theri
margins by sourcing raw materials
directly from farmers
 Ensures better profitability along
with lower cost for consumers
 Uses mass customization to
achieve economies of scale leading
to lower prices of products
 MARKETING MIX
PLACE
 Uses franchise model to sell its products
 Outlets classified as:
 Patanjali Chikitsalaya
 Patanjali Arogya Kendra
 Swadesi Kendra
 Products available at 5000 franchise stores,
17000 retail stores, Patanjali website and
online platforms like BigBasket and ZopNow
 Partnered with Future Group to sell
products
at Big Bazaar and EasyDay
 Also has Patanjali Mega stores targeted at A-
class cities
PROMOTION
 Focusses on content marketing: educating
consumers about products
 Relies heavily on Ramdev’s endorsement
and
promotions at his yoga camps
 WOM plays a major role
 Started investing in mass media
marketing,
television commercials
 Partnered with Future Group to increase
visibility of its products
 Worked with reputed creative agencies such
as DDB, Mudra and McCann and roped in
Sushil Kumar and Hema Malini for
 STRENGTHS
Yoga and spiritual followers
Natural and herbal
baba ramdev following
Good relations with P.M.
Less selling price
WEAKNESS
Huge dependency on ramdev baba
Strong competitors like HUL and dabur,ITC
Lack in research and development
Poor packaging quality.
Less rural market share;

SWOT
OPPURTUNITIES
THREATS
Huge threat from “SRI SRI AYURVEDA” of pandit ravi
Attract rural market shankar
Increase more retail stores Competition from local unbranded
Political interference
Global expansion
Growth and Expansion Strategies

 Strategic Alliances
 Strategic distribution tie-ups with Future Group and Reliance Retail = Instant reach
 Tie-ups with DRDO for transfer of technology in herbal supplements and food products used
at high altitude
 Loyal consumer base and competitive pricing (low pricing strategy)
 Appeal to rural-urban “aspiration and conservatism-driven” consumers
 Anti foreign campaigns
 Indian made
 Approached retailers and portrayed advertisements stating that Patanjali’s goods are in line
with Mahatma Gandhi’s dream of promoting Indian made goods
 No financial burden and minimal advertising budget
 Growth and Expansion Strategies
 To cater to ever growing market, Patanjali allocated Rs. 3 Billion to
“To reach our
advertising while working with reputed advertising agencies
target, we will
growth
venture
 The company further is in talks to raise around Rs. 1000 crore in project into new categories
loans so as to set up four new manufacturing plants such as dairy, animal
 As mentioned previously, they have tied up with well-known retail chains feed and khadi
and plan to grow to 1,00,000 outlets in the next few years garments for yoga. We
will enter dairy segment
 Company focus moving towards increasing its exports to Canada, USA, this year with the launch
Mauritius, UK among other countries and also improve online presence of milk, cheese, butter
 Patanjali will soon be launching its mobile app, which will allow: milk and paneer,”
- consumers to locate nearby outlets that are selling Patanjali products
- Facilitate online ordering
- Baba Ramdev
Expansion Strategies

Patanjali attacked the Market leader in each category

Flank Attack – Dabur Honey

Frontal Attack – Maggi Noodles

Encirclement Attack – Britannia

Biscuits

Bypass Attack – Colgate

Toothpaste
 REVENUE
Yea Revenues (In crore Rs)
r

 2012-13 163
 2013-14 317
 2014-15 446
 2015-16 850
 2016-17 1,200
 2017-18 2,006
 2018-19 5,000
 2019-20 10,000 (Target)
 Digital Marketing Strategy - Patanjali
Digital Media Activities
 Social Media Marketing – YouTube, Facebook, Twitter
 E-commerce (Website, ZopNow, BigBasket)
 M-Commerce (Pluss –Healthcare)
 WAY FORWARD
To sustain in the industry the company has to reinvent itself at every step

Inbound Outbound Sales &

Operations Service
logistics Marketing
logistics

 Strengthen Inbound logistics like raw material handling & warehousing

 Increase its operational efficiency to keep costs in control
 Increase capacity of manufacturing facilities to cater to increasing consumer
demand for its products
 Strengthen its distribution channel to penetrate to rural markets
 Establish its brands so that consumers make repeat purchases and not one
time purchase
 Reinventing the brands based on consumer acceptance
 Increase its presence in digital space to suit to the current era
 Conclusion
• Patanjali is an FMCG empire that was not in the competition analysis
powerpoints of the big player even a couple of years back.

• Today, Baba Ramdev’s Patanjali is sweeping away everything in its path.

From local stores to Amazon, Patanjali Products are everywhere.

• Patanjali has brought the revolution in the FMCG industry, and it wants to
do the same by entering into other industries as well.

• It has achieved so much in these small span of time but it still has a long
way to go.
 Reference
• https://economictimes.indiatimes.com/industry/cons-products/fmcg/patanjali-
urban-sales-shrink-rural-growth-down-to-a-third/articleshow/70528634.cms?from
=mdr

• https://en.wikipedia.org/wiki/Patanjali_Ayurved

• https://www.tofler.in/patanjali-ayurved-limited/company/U24237DL2006PLC14
4789

• https://www.scribd.com/doc/309707296/PATANJALI-PROJECT-REPORT

• https://www.patanjaliayurved.net/
THANK YOU