(A STUDY ON MARKETING STARTERGY ON PATANAJALI

AYURVEDA)"

A project submitted to

University of Mumbai for partial completion of the degree of

Bachelor of Management Studies

Under the Faculty of Commerce

SUBMITTED BY

" IRSHAD SHAIKH "

UNDER THE GUIDANCE OF

Mrs. Vaishali Kothiya

REENA MEHTA COLLEGE OF ARTS, SCIENCE, COMMERCE AND

MANAGEMENT STUDIES

Mira Bhayandar, Maharashtra 401101

ACADEMIC YEAR 2020 – 2021

 Certificate

This is to certify that Mr IRSHAD SHAIKH has worked and duly completed her/his
Project Work for the degree of Bachelor of Management Studies under the Faculty of
Commerce in the subject of RESEARCH PROJECT and her/his project is entitled,
“Mrs VAISHALI KOTHIYA” under my supervision.

I further certify that the entire work has been done by the learner under my guidance
and that no part of it has been submitted previously for any Degree or Diploma of any
University.

It is his own work and facts reported by her/his personal findings and investigations.

Name and Signature of

Guiding Teacher

Date of submission:
 Declaration by learner

I the undersigned Mr IRSHAD SHAIKH here by, declare that the work embodied
in this project work titled A Study On Marketing Strategy Of Patanjali Ayurveda
forms my own contribution to the research work carried out under the guidance of
Mrs. Vaishali Kothiya is a result of my own research work and has not been
previously submitted to any other University for any other Degree/ Diploma to this or
any other University.

Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Name and Signature of the learner

Certified by

Name and signature of the Guiding Teacher

 Acknowledgment

To list who all have helped me is difficult because they are so numerous and the depth
is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.

I would like to thank my Principal, Dr. Satinder Kaur Gujralfor providing the
necessary facilities required for completion of this project.

I take this opportunity to thank our CoordinatorMrs. Vaishali Kothiya for her moral
support and guidance.

I would also like to express my sincere gratitude towards my project guide Mrs.
Vaishali Kothiya whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference
books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my Parents and Peers who supported
me throughout my project.
 I. CERTIFICATE
II. DECLARATION
III. ACKNOWLEGMENT

INDEX
SR.NO PAGE NO.

INTRODUCTION 6
1.
1.1 HISTORY 8

RESEARCH METHODOLOGY 9
2.
OBJECTIVES 11

HYPOTHESIS 12

SCOPE OF STUDIES 13

LIMITATIONS OF STUDY 14

SAMPLE SIZE 15

DATA COLLECTION 16

TECHNIQUES AND TOOLS USED FOR RESEARCH 17

3. LITREATURE REVIEW 18 - 74

4. DATA ANALYSIS, INTERPRETATION 75

5. FINDING 90

6. CONCLUSION 91

7. SUGGESTIONS 93

8. BIBLIOGRAPHY 94
INTRODUCTION TO THE STUDY

Patanjali Ayurved Limited is an Indian consumer goods company. Manufacturing

units and headquarters are located in the industrial area of Haridwar while the
registered 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 ofherbs in India from Himalayas of Nepal.[7][8]

According to CLSA and HSBC, Patanjali is the fastestgrowing FMCG company in
India. It is valued at 30 billion (US$420 million) and some predict revenues of 5,000
crore (US$700 million) for the fiscal 2015–16. Patanjali declared its annual turnover
of the year 2016-17 to be estimated ₹10,216 crore (US$1.4 billion) . Baba Ramdev
has stated in his interview with CNN-News18 that profit from Patanjali Products goes
to charity.

Acharya Balkrishna established Patanjali Ayurveda Limited in the year 2006 taking
inspirationfrom YOGRISHI BABA RAMDEV for the objective of establishing
science of Ayurveda in accordance and co-ordinating with the latest technology and
ancient wisdom.

Patanjali Ayurveda was first started by manufacturing Medicinal Products. Gradually

they haveexpanded their range from medicines to food items and cosmetics.

In March 2012, when Ramdev has announced his entry into fast moving consumer goods
and Herbal Retail Markets with his “SWADESHI” line of products, the Yoga Guru today has
emergedas one of India’s more successful brands in the otherwise less penetrated rural
markets too as his 150-200 dedicated outlets in 2012 have grown to almost 4000 now,
prompting Ramdev to sell the FMCG range in the open market too.

Patanjaliayurved.net domain is owned by Patanjali Ayurved Limited incorporated in 2006

under Companies Act, 1956 with its registered office at D-26, Pushpanjali Bijwasan Enclave,
New Delhi - 110061. Patanjaliayurved.net is the official online Patanjali store of Patanjali
Ayurved Limited. Full range of best quality, trusted Patanjali products are now just a click
away from your door step. They are dedicated for best service, quality products, real time
History

Baba Ramdev established the Patanjali Ayurved Limited in 2006 along with Acharya
Balkrishna with the objective of establishing science of Ayurveda in accordance and
coordination with the latest technology and ancient wisdom.

UNITS OF PATANJALI AYURVEDA LIMITED

Already 12 succeessful units running including units for packaging materials and
containers e.g flour mill, candy plant, herbal cosmetics and detergent plant, digestive
unit, juice plants etc.

Co- packing facility: Tetra pack

Multi- fruit juice processing line

Neutraceuticals processing line

Sale Channels: Patanjali brand with national and international reach, more than 85000
retail channels- accessible to Patanjali products.

EMPLOYMENT GENERATION

Currently PAL employs more than 6000 laborers in its processing activities.

More than 400 Sales Staff.

PAL has more than 300 technically qualified employees.

PAL has provided more than 2.00 Lac indirect employment.

 2 .RESEARCH METHODOLOGY

Attaining accuracy in any research requires in depth study regarding the subject. As
the primemotive of the project is to know the marketing strategies of Patanjali
Ayurveda and how it is affecting Indian Economy.

Type of Research: Descriptive Research

Descriptive research includes Surveys and Fact findings enquiries of different kinds.
The maincharacteristics of this method is that the researcher has no control over the
variables; he canonly report what has happened or what is happening.

DATA SOURCES: There are two types of Data. Source of Primary Data for the
present study iscollected through questionnaire and answered by the consumer of
Patanjali Ayurveda.

The Secondary Data is collected from Journals, Books and through Internet Search.

PRIMARY DATA: The data that is collected first hand by someone specifically for
the purpose of facilitating the study is known as primary data. So in this research the
data is collected fromrespondents through questionnaire.

SECONDARY DATA: For the company information I had used secondary data like
brochures, web site of the company etc. The method used by me is Survey Method as
the research doneis Descriptive Research.

RESEARCH INSTRUMENTS: Selected instruments for Data Collection for survey

isQuestionnaire.

SAMPLE UNIT: 50-60 Respondents of different age groups, different professional

and ofdifferent gender.
SAMPLING DESIGN: Convenience sampling.

SAMPLING TOOLS: Pie charts, Averages graphs, Ratio Analysis graphs

OBJECTIVES
The main objectives to study this project is to know about the different strategies of
PatanjaliAyurveda.

The Main Objectives in the Mind are:

To Study, why people prefer Patanjali Ayurveda Products.

To Study, whether the customers are satisfied using patanjali products.

To Analyse the sales of patanjali products.

To Study their different strategies for their survival in the hyper competitive Indian
FMCG Sector.

To Study, the marketing strategies of Patanjali Ayurveda Limited.

To Find out how the digital marketing strategies have affected the sale of Patanjali
Products.

To Study, the increasing growth of profit of Patanjali Products.

To Study, the factors responsible for growth.

To Study, the consumer behavior with respect to patanjali products.

HYPOTHESIS
A hypothesis is an assumption, an idea that is proposed for the sake of argument so that
itcan be tested to see if it might be true.

In the scientific method, the hypothesis is constructed before any applicable research
has

been done, apart from a basic background review. You ask a question, read up on
what hasbeen studied before, and then form a hypothesis.

A hypothesis is usually tentative; it's an assumption or suggestion made strictly for the
objective of being tested.

THERE ARE TWO TYPES OF HYPOTHESIS

NULL HYPOTHESIS

The null hypothesis reflects that there will be no observed effect in our experiment. In a
mathematical formulation of the null hypothesis, there will typically be an equal sign.
This hypothesis is denoted by H0. There is no significance difference between the age
groups on the consumers buying behavior.

ALTERNATE HYPOTHESIS

The alternative or experimental hypothesis reflects that there will be an observed effect for
our experiment. In a mathematical formulation of the alternative hypothesis, there will
typically be aninequality, or not equal to symbol. This hypothesis is denoted by either Ha
or by H1. There is a significance difference between the age groups on the consumers
buying.
Scope Of The Study
The research provided fruitful information about Patanjali Ayurveda Kendra PvtLtd.

For conducting the research, the target population was Childrens, Mens andWomen.

The project data was collected and analyzed by creating google forms andthrough the
survey method.
Limitation of The Study

1) Time Constraints.
2) Limited number of Respondents.
3) Could’nt visited to the head office.
4) The data obtained in some cases may be biased.
5) Difficulty in communicating within the city while conducting the survey.
6) The information obtained from the consumers based on questionnairewas
assumed to be factual.
7) Since the survey is based on sampling method, it does not disclose the
characterof the entire customer.
8) Product unavailability in the market is one of the biggest limitationfor the
Patanjali Ayurveda.
SAMPLE SIZE OF THE STUDY

No. of.
Variables Sub Samples Percentage
Respondents
Male 128 64.0
Gender
Female 72 36.0
Business 20 10.0
Employees 28 14.0
Students 60 30.0
Occupation
Agriculture 28 14.0
Daily Wages 24 12.0
House wife 40 20.0
Less than 3 44 22.0
Family
3-5 120 60.0
members
Above – 5 36 18.0
Less than 10,000 20 10.0
Income 10,001-20,001 84 42.0
Group 20,001-30,000 60 30.0
Above 30,000 36 18.0
 DATA COLLECTION OF THE STUDY
The data collection of this study is collected through questionnaire from respondents.

1. Do you use Patanjali Ayurveda Products?

2. Which category products of Patanjali Ayurveda you use?
3. How frequently you use the Patanjali Ayurveda products?
4. Would you like to recommend Patanjali Ayurveda Products to others?
5. Why do you use choose Patanjali Ayurveda Products?
6. From where do you purchase the Patanjali Products?
7. Have you seen any tangible health benefits of using Patanjali Ayurveda
products?
8. Do you find them affordable?
9. Would you like to switch brand in near future?
10. Is the huge rise of Indigenous Patanjali Ayurveda products good for our
country?
11. Is it good to buy a Patanjali Ayurveda products for our Indian Economy?
TECHNIQUES AND TOOLS USED FOR RESEARCH

Probably used survey method for research project

Gathered some information from company website

Gathered information from goggle form

Visited my friends store for product information

3. LITREATURE REVIEW

PATANJALI started off manufacturing bulk ayurvedic medicines later

branching its operations into FMCGmarkets 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 company’s priorities are shifting from medicines to consumer
goods, perhaps because the net revenues earned through FMCG are on
par with ayurvedic medicines.

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
January2016, 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%.
Definitions of the terms

MARKETING :
Marketing is the subject of the Management of exchange
relationships. The American
Marketing Association has defined marketing as “the activity,
set of institutions, and processesfor creating, communicating,
delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large”.

The technique used in marketing include choosing target

markets through market analysisand market segmentation,
as well as understanding methods of clout on the
consumer behavior.

From a societal point of view, marketing provides the link

between a society’s material requirement and its economic
pattern of response. This way marketing satisfies these needs
and wants through the advancement of the exchange
processes and the building of long termrelationship.

In the case of non-profit organiztaion marketing, the aim is to

deliver a message about the organization’s services to the
applicable audience. Government often employee marketing
tocommunicate messages with a social aspiration, such as a
public health or safety message, tocitizens.
MARKETING STRATEGIES

A Marketing Strategy is a process or model to allow a company or organization to

focus limitedresources on the best opportunities to increase sales and thereby
accomplish a sustainable competitive advantage.

Two major troop of marketing strategies can be distinguished:

(a) Strategies, which how to clout the relevant market.

(b) Strategies, which describe, to which extend an organization
employees “power” or“force” to tackle market related issues.

For, (a) 4 different types can be differentiated:

Segment Strategies: Which market in terms of product/customer-

combinations will be managed? Which products and /or services
will be offered to which customer segment?

Strategies for market stimulation: Which marketing instruments will

be employed in order todevelop certain preferences?

Strategies for market itemization: Which fundamentals market items (in

terms of structures)are useful? Does the organization employee mass
marketing or segment marketing techniques? Does the organization cover
the entire market or “only” part of this market?

Strategies for market areas: Which areal dimensions should be used to

implement a strategy?For, (b) 3 types can be distinguished, too:
Pull back Strategy: To make a strategic withdrawal (in military terms:
a fall back strategy)

Assert Strategy: to assert and to extend a certain position

Competition Strategies.
 MARKETING MIX:

Marketing involves a number of activities. To begin with, an

organization may decide on its target groups of customers to be served.
Once the target group is decided, the product is tobe placed in the market
by providing the appropriate product, price, distribution and promotional
efforts. These are to be combined or
mixed in an appropriate proportion so as to achieve the marketing goal.
Such mix of product,price, promotion and distribution efforts is known
as “Marketing Mix”.

According to the Philip Kotler’ “marketing mix is the set of controllable

variables that the
firm can use to influence the buyer’s response”.

The controllable variables in this context refers to the 4 ‘P’s *price,

place(distribution), product and promotion]. Each firms strive to
build up such a composition of 4 ‘P’s, which can create highest
level of customer satisfaction and atthe same meet its
organizational objectives. Thus, this mix is assembled keeping
in the mind needs of target customers, and its varies from one
organization to another depending upon its available resources
and marketing objectives.

Let us now have a brief idea about The four components of marketing mix:

PRODUCT: Products refers to the goods and services

offered by the organizations. A pair of shoes, a plate of
Dahi-Vada and a lipstick, all are products. All these is
purchased because they satisfy one or more of our
needs. We are paying not for the tangible products but
for the benefit it will provide. So, in simplewords,
 products can described as a bundle of benefits which a
marketer offers to the consumer for the price.

While buying a pair of shoes, we are actually buying comfort for

our feet. While buying a lipstick we are actually paying for beauty
because lipstick is lightly to make us look good. Product can also
take the form of a service like an air travel, telecommunications
etc.
Thus, the term product refers to goods and services offered by the organization for
sale.

Price: Price is the amount charged for a product or service. It is the second
most important element in the marketing mix. Fixing the price of the product

tricky job. Many Factors like Demand for a product, cost involved, consumers
ability to pay, prices charged by the competitors for similar
products, governmentrestrictions etc. have yo be kept in mind
while fixing the price. In fact, pricing is a very crucial
decision area as it has effect on demand for the product and
also on the profitability of the firm.

Place: Goods are produced to be sold to the consumers.

They must made available to the consumer at a place where
they can conveniently make purchase. Woolens are
manufactured on a large scale at Ludhiana and you purchase
them at astore from the nearby market of your town. So, it is
necessary that the product is available at shops in your town.
This involves a chain of individuals and institutions like
distributors, wholesalers and retailers who constitute
firms distribution network (also called as channel of
distribution). The organization has to decide whether to
sell directly to the retailer or through the
 distributors/wholesalers etc.It can even plan to sell it
directly to the consumers. The choice is guided by the
host of factors about which you will learn later.

Promotion: If the product is manufactured keeping the

consumers needs in mind, is rightly priced and made
available at outlets convenient to them but the consumers is
not made aware about its price, features, availability,
etc., its marketing efforts may not be successful. Therefore,
promotion is an important ingredient of marketing mix as it
refers to a process of informing, persuading and influencing a
consumer to make choice of the product to be bought,
Promotion is done through means of personal selling,
advertising, publicity and sales promotion.It is done
mainly with a view to provide information to
prospective consumers about the availibilty, characteristics
and uses of a product. It arouses potential
consumers interest in the product, compare it with competitors product and make
hischoice
 Company Profile
Patanjali Ayurved Limited, the fastest growing FMCG Company in the
country is a mineral andherbal products company established in 2006 and
headquartered in the industrial areas of Haridwar. The products offered by
the company are in the personal care and foods segments including baby
care and beauty products.
Currently it has around 450 different kinds of products and it also
manufactures over 300 medicines for the treatment of a range of body
ailments. The company claims that all its products are made from
natural components and Ayurveda. Patanjali’s Dant Kanti, Ghee,
Kesh-Kanti, herbal bath soap and honey are some of the its best-selling
products which have propelled the growth of this company. Patanjali’s
noodles were an attempt to promote a morehealthy eating habit in the kids
of the country.
The reasons for the success of the company are two folds; one is the shift
in the lifestyle of theIndian customers towards using more natural and
Ayurvedic products, the second reason is that the Patanjali products are
significantly less expensive than other personal care and food products in
the market. This has made a significant proportion of Indian middle class
to move towards Patanjali.
 Products Catalogue/List

Founded in 2007, Delhi based Patanjali is India´s fastest growing

consumer products brand, co-founded by Baba Ramdev, Yoga guru, and
Achary Balkrishna, an Ayurveda expert. They have grown 10 times in
revenue in just 5 years, earning 20 billion in FY2015.
They have a wide product line ranging from home care, cosmetics, health,
food and beveragesand health drinks.

All their products are either 100% natural or with the minimum of chemical
ingredients.

The Soundarya Face Wash is highly popular with only natural ingredients
in it’s such as tulsi, amla, aloe vera, neem and orange peel extract. The
Patanjali Sunscreen is all natural, made ofcucumber, wheat germ, mango
ginger, turmeric, fenugreek, aloe vera, coconut oil and with an
SPF 30.

Their Coconut Hair washes shampoo consists of coconut oil, henna,

methi, bhringraj, and ghritkmari. Their Anti Wrinkle Cream is one of
the most affordable creams in that category.

Apart from the above-listed products, some of the other most popular
and highly rated products include the Aloe Vera gel, Multani Mitti
soap, Tejus beauty cream, Badam Rogan,Divya Kanti Lep face mask,
Boro Safe Antiseptic Cream, rose water and more.
For overall health, try their Amala juice which can be mixed with their
Aloe Vera juice to curemany ailments naturally.
 You can buy Patanjali Products from Flipkart or
Amazon

Sheetal Oil, a potent combination of sesame, mint, tulsi, amla, clove,

nilgiri and bringraj, is great to bring relief from many problems such as
sleeplessness, headache, cold, body pains,stress, dandruff, hair fall etc.

Their herbal toothpaste, Dant Kanti is a highly effective product

containing babul and akarkara,curing many tooth ailments such as tooth
pain, gingivitis, bad breath etc. The deep brown color and the strong
pungent taste of the toothpaste might not appeal to some. Their Divya
Sanjivani Vati is great to fight against seasonal flu, cold, fever etc and
build overall immunity.
 Patanjali’s skin care products, therefore, offer a great alternative as they are derived from

Here is the complete list of Baba Ramdev’s Patanjali Products:-

Contents:

Skin Care Products by Swami RamdevHair

Care Products
Toiletries Products
Herbal Home Products by Baba Ramdev
Health Care
Food Products
Miscellaneous

5.1 Skin Care Products by Swami Ramdev

A glowing skin makes a mighty difference to how the world

perceives your beauty. With the amount of pollution and
stress we go through every day, there is an urgent need to
take careof our skin. This helps in feeling rejuvenated as well
as in preventing early aging.

With skin care products, a massive concern always remains about the chemicals that
are usedin cosmetics. Moreover, several foreign brands also tend to be tested on
animals which is a major ethical concern. Similarly, imported products sometimes
also contain animal-derived matter which is a strict no-no for vegetarians
2
herbs and 100% natural.

Here’s the detailed list of all skin care options in the Patanjali bouquet:

Face Wash

NEEM TULSI FACE WASH 60 gm 45

ALOE VERA GEL 150 gm 80

HONEY ORANGE FACE WASH 60 gm 45

SAUNDRA FACE WASH 60 gm 60

LEMON HONEY FACE WASH 60 gm 45

PATANJALI ACTIVATED CARBON FACIAL FORM 60gm 60

FACE PACK MULTANI MITTI 60gm 60

ORANGE ALOE VERA FACE WASH 60gm 45

ROSE FACE WASH 60gm 45

Face Cream

SAUNDARAYA ANTI AGING CREAM 15gm 300

SAUNDARAYA SWARN KANTI FAIRNESS CREAM 15gm 399

ALOE VERA MOISTURISING CREAM 50gm 7

5

SUNSCREEN CREAM 50gm 100

MOISTURISING CREAM 50gm 7

5

BEAUTY CREAM 50gm 7

0

ANTI WRINKLE CREAM 50gm 150

CRACK HEAL CREAM 50gm 6

0
Shave Gel

SHAVE GEL 50gm 40

Face Scrub

APRICOT FACE SCRUB 60gm 60

23
5.2 Hair Care Products
The hair of Indian women is considered to be their pride. Indeed, of all the countries
in the world, Indians are envied for their lush black hair. But in these days of mighty
air pollution andvehicular smoke, keeping your hair clean and well-maintained can be
quite a task
Moreover, shampoo brands by multi-nationals tend to position themselves as containing fancy
ingredients like “Pro nourishment”, “Beta-carotene” etc. No one really knows what this
ingredient are. For all you know, these are heavy lab-created chemicals which will give your hair
a temporary shine but damage it in the longer run.

The secret behind the glorious hair of Indians is the time-honored tradition of Ayurveda. Wehave
all used shikakai at some point in our life to make our hair lustrous. Patanjali’s hair products
bring the same Ayurvedic formulations in a bottle. Here is the complete range of Patanjali’s hair
care products.

Shampoo

KESH KANTI NATURAL POUCH 8 gm 2

KESH KANTI NATURAL 200ml 75

KESH KANTI ALOE VERA HAIR CLEANSER 200 ml 75

KESH KANTI REETHA 200 ml 85

KESH KANTI MILK PROTEIN 200ml 95

Hair Oil

KESH TAILA 100 ml 85

AMLA HAIR OIL 100ml 40

SHEETAL OIL 100 ml 55

KESH KANTI HAIR OIL 120gm 130

Coconut Oil 200ml 65

Conditioner

CONDITIONER DAMAGE CONTROL 100gm 60

HAIR CONDITIONER COLOUR PROTECTION 120 gm 60

HAIR CONDITIONER OLIVE ALMOND 100gm 60

HERBAL MEHANDI 100gm 35

Kesh Kanti Hair Conditioner, 100gm 75

Body Care

GULAB JAL 120 ml 30

SAUNDARYA MYSORE SUPER SANDAL BODY 7gm 35

CLEANSER

KANTI HALDI CHANDAN BODY CLEANSER 150gm 25

KANTI PANCHGAVYA 75gm 13

KANTI NEEM 75gm 15

LEMON BODY CLEANSER 125gm 45

SAUNDARYA CREAM BODY CLEANSER 75gm 40

PEEDANTAK OIL 100ml 60

Lemon Honey Kanti Body Cleanser 75gm 19

KANTI HALDI CHANDAN 75gm 13

75gm

PATANJALI MINT TULSI 24

27
MOGRA BODY CLEANSER 75gm 25

MULTANI MITTI BODY CLEANSER 75gm 35

KANTI ROSE 75gm 19

KANTI ALMOND KESAR 75gm 19

OJAS AQUAFRESH 75gm 24

PATANJALI ROSE BODY CLEANSER 125gm 45

Kanti Aloe vera Body Cleanser 150gm 25

Aqua Fresh Body Cleanser 75gm 24

Crack Heel Cream 50gm 60

Patanjali Body Lotion 100gm 60

5.3 Toiletries Products

Soaps, shaving creams, detergents: there is so much variety available in the products
that sometimes it becomes hard to make a choice. Moreover, it often happens that we
have topurchase different brands in order to meet our daily need of toileteries.

For example, a company that makes shaving cream might not manufacture detergent.
Similarly, you don’t want to use some random product that contains chemicals for
washing
your little infants.

Thankfully, Patanjali offers all the toiletries products that you need under one
single umbrella.And the fact that this products are natural and contain no
chemicals is definitely an added bonus.
Here is a complete list of Patanjali’s toiletries products:
DETERGENT POWDER SUPERIOR 1kg 65

Detergant cake
DETERGENT CAKE POPULAR 250gm 12

DETERGENT CAKE SUPERIOR 125gm 8

Handwash
HAND WASH REFIL PACK

200ml 40

HAND WASH 250ml 55

HAND WASH ALMOND KESAR 175ml 90

Olive Hand Wash 175ml 90

Eye Care
Drishti eye drop 15ml 25

MAHATRIFALA GHRIT 200gm 380

HERBAL KAJAL 3gm 90

Shishu Care
SHISHU CARE BODY LOTION 100ML 85

SHISHU CARE CREAM 25GM 40

Shishu Care Body Wash Gel 100 ml 100ML 75

30
5.4 Herbal Home Products by Baba Ramdev

Finding Ayurvedic medicines easily can be a task especially in big cities. Often, one
has to travel a long distance to find a specialized shop that sells the herbal and
Ayurvedic items that you need. And these might not necessarily be medicines.
Research has shown that consuming Ayurvedic herbs on a daily basis makes your
immune syste.m strong while negating all the ailments in your body in order to keep
you fit. We have all been made to drink turmeric milk atsome point by our grandma.
And we have also known of elders who have been extremely fit and active by
regularly consuming amla juice. Similarly, several world-renowned sportspersons
have talked about how they stayed fit by eating a couple of spoons of
Chyawanprasheveryday

As far as kitchen needs go, ghee forms an important part of the diet of any Indian
household.In many towns and cities, it is difficult to find pure unadulterated ghee
unless you make it at home yourself which is a time-consuming process.

For all these herbal and traditional products, all you need to do is visit the nearest
Patanjalistore.
 Aggarbati
Sr.No
MADHURAM YAJNA SUGANDHAM 25gm
1
MADHURAM WHITE FLOWER 25gm
2
MADHURAM SANDAL 28gm
3
MADHURAM MEDITATION 28gm
4
MADHURAM JASMINE 28gm
5
MADHURAM ROSE 28gm
6
MADHURAM AMBER 25gm
7
MADHURAM OUDH 25gm
8
MADHURAM KONARK 24gm
9
MADHURAM UTSAV 24gm
10
MADHURAM LAVENDER 28gm

11
Pachak Hing Peda 100gm 100GM 3

PACHAK AJWAIN 100GM 4

PACHAK HING PEDA 200GM 6

PACHAK METHI NIMBU 100GM 3

PACHAK SHODHIT HARAD 100GM 3

Health & Wellness

MUSLI PAK 200GM 3

Patanjali Power Vita 500GM 2

GULKAND 400GM 5

SHILAJEET SAT 20GM 1

SHILAJEET CAPSULE 5GM 8

ASHVASHILA (Capsule) 5GM 7

ISABGOL BHUSI 100GM 9

3
AMRIT RASAYAN 1KG 160

SHILAJEET RASAYAN 20GM 35

PATANJALI WHEAT GRASS POWDER 100GM 350

KESAR 100GM 285

Ashwagandha Churna 100GM 60

Chyawanprash

SPECIAL CHYAWANPRASH 1KG 250

CHYAWANPRASH 1KG 190

Badam Pak

Badam Pak 250GM 130

Gheee

DESI GHEE 500GM 270

PURE HONEY 250GM 70

Health Drinks
Amla Aloevera Juice with Lichi Flavour 70GM 5

Aloevera Juice with Fibre and Orange Flavour (L) , Read Review 1100GM 200

LAUKI AMLA JUICE (L) 1KG 90

Aloevera Juice (L) 1050GM 180

Arjun Amla Juice (L) 570GM 80

Karela Amla Juice (L 570GM 75

Amla Juice (L) 1180GM 100

Giloy Amla Juice 570GM 90

Giloy Juice (L) 570GM 80

Giloy Juice (L) 570GM 90

Aloevera Juice with Fiber (L) 1100GM 200

36
5.6 Food Products

We all remember the famous ban on Maggi noodles a couple of years ago. This was done
afterthe government found unacceptable amount of lead in these noodles. Similarly, there
have been several concerns about the biscuits and namkeens that are available in the
market.Whilesome of them contain hydrogenated vegetable oils, there are also issues with
the quality of maida which is used to produce them.

Patanjali has an entire range of food products which have become mightily popular around
thecountry over the last few years. Here’s a range of some food products made by
Patanjali:
 BUSCUITS AND COOKIES

NARIYAL BISCUITS 100GM 10

MARIE BISCUITS 120GM 12
Patanjali Doodh Biscuits 100GM 10
ELAICHI DELITE BISCUITS 75GM 10
Nariyal Biscuit 300gm 300GM 30

Herbal Tea
DIVYA PEYA 100GM 50
DIVYA HERBAL PEYA 50GM 50GM 70

Gram Flour Besan

GRAM FLOUR BESAN 500GM 90

Corn Flakes
CORN FLAKES MIX 500GM 145
CHOCO FLAKES 125GM 55

Noodles
ATTA NOODLES 70GM 15
Atta Noodles Chatpata 60GM 10
Atta Noodles Classic 60GM 10

Namkeen
38
MOONG DAL NAMKEEN 200GM 52

Patanjali Chana Dal Namkeen 35GM 10

Spices

RED CHILLI POWDER 200GM 60

CHHOLE MASALA 100GM 45

BLACK PEPPER POWDER 100GM 120

FENUGREEK WHOLE 100GM 25

AJOWAN 100GM 38

GARAM MASALA 100GM 65

CUMIN WHOLE 100GM 40

CORIANDER POWDER 100GM 30

Chaat Masala 100GM 36

BLACK PEPPER WHOLE 100GM 120

SABZI MASALA 100GM 38

TURMERIC POWDER 100GM 24

Jam
MIXED FRUIT JAM 500GM 70
GUAVA JAM 500GM 150
PINEAPPLE JAM 500GM 70

Sugar Products
MADHURAM SUGAR (JAGGERY POWDER) 1KG 60

Pickle
AMLA PICKLE 1KG 95
APPLE CHUTNEY 500GM 75
TOMATO KETCHUP 500GM 70
LEMON PICKLE 400GM 65

Oats
OATS 200GM 35

Bura
Bura 1KG 65

Candy
MANGO CANDY 250GM 55
BEL CANDY 500GM 140
AMLA CANDY 500GM 140

40
AMLA CHATPATA 500GM 45

Murabba

AMLA MURABBA 1KG 120

BEL MURABBA 1000GM 110

HARAD MURABBA 1KG 115

Broken cereals dalia

BARLEY DALIA 500GM 30

PUSHTAHAR DALIA 500GM 40

WHEAT DALIA 500GM 22

Mustard oil

KACHI GHANI MUSTARD OIL 950GM 135

Rice

Basmati Rice Silver 1KG 75

Basmati Rice Gold 1KG 110

Basmati Rice Diamond 1KG 145

Papad
Dental Care

ALOE VERA GEL TOOTHPASTE 80GM 50

DANT KANTI NATURAL 300GM 112

DANT KANTI MEDICATED 100 GM 45

DIVYA DANT MANJAN 100GM 65

ACTIVE CARE TOOTH BRUSH 70ml 20

Their home products, especially the cleaners are also highly rated among customers. Theirskyrocketing sales
are a testimony of their products.

Compared to brands like Forest Essentials and Kama Ayurveda, Patanjali is the most affordableline of genuine
Indian Ayurvedic products.

42
PRODUCT SIZE PATANJALIPRICE COMPETINGBRAND SIZE PRICE
(in
(g) (g) (in Rs)
Rs)

Toothpaste 200 75 Colgate 100 50

Aloe Vera Gel 150 75 Green Leaf 500 324

Coconut Oil 200 65 Parachute 250 72

Amla Juice 1000 100 Healthvit 500 190

Anti-DandruffShampoo 200 100 Head AndShoulder 180 135

Herbal Mehndi 100 35 Khadi Sudha 100 60

Hair CleanserShampoo 200 70 Pantene 340 180

Cow Ghee 500 230 Amul 1000 395

Handwash 250 55 Dettol 215 70

Amla Hair Oil 100 40 Dabour Amla 275 111

SaundaryaFacewash 60 60 Clean and Clear 100 110

Neem TulsiFacewash 60 45 HimalayaNeem 200 150
Facewash

Almond Hair Oil 100 50 Bajaj Almond 100 57

Mix Fruit Jam 500 70 Kissan MixFruit 700 145

Chyawanprash 1000 250 Dabour 1000 295

Chyawanprash

Shikakai HairCleanser 200 95 Lotus Herbal 200 150

Agarbatti 28 30 Cycle 1 100

Garam Masala 100 65 MDH 100 72

Saundarya 15 399 Loreal White 50 745

SwarankantiCream

MoisturizerCream 50 75 Nivea Soft 100 150

Aloe Vera BodySoap 75 13 Vivel Aloe Vera 100 24

Detergent 1000 185 Surf Excel 1000 200

Kesh kanti HairOil 120 130 Himalaya HairOil 200 180

Corn Flakes 500 145 Kellogs 475 164

TomatoKetchup 500 170 Kissan 500 100

Sun Screen 50 98 Lakme 120 220

Sunscreen

Atta Noodles 75 15 Maggi Atta 80 15

Honey 250 70 Dabour Honey 250 100

Patanjali Atta 10 300 Ashirwad 10 325

Patanjali Choco 70 10 Britannia Good 150 40

Biscuits Day Choco
Total Income Composition of Patanjali Products and TheirChallenges.

Patanjali established in the year 2006 is a well-known ayurvedic company by a well-

known guru Baba Ramdev which deals in items like food products, beauty products,
health care products and all kinds of FMCG goods. Patanjali is one of the fastest
growing FMCG companyand has an annual turnover of approx. 10500 cr. Patanjali
has its headquarters and manufacturing unit located in the industrial area of
haridwar while the registered office is in Delhi. It has its retail outlets expanded all
over India as well as in UK, US, Nepal etc.

This diagram shows the income composition of Patanjali Ayurveda, which shows that 21% of
income is generated from healthcare ayurvedic products of Patanajali, 40% of the total
incomegenerated by patanjali is from food and beverages and around 39% of share of
income is generated from cosmetics and hame care products of patanjali.
Patanjali is a swadeshi brand with a main aim of creating awareness among Indian
people about swadeshi products. One of the main objectives of the company was
market penetration
as there were already strong players like Hindustan Unilever, Dabur, Baidyanath,
Reckitt Benckiser, and Procter & Gamble. So, in order to increase its products
acceptance in the market Patanjali sells its products at a discounted rate. The profit
generated is either reinvested in R&D or used for social welfare. On one side where
big brands like HUL,P&G,RB produce and sell FMCG products and brands like
Dabur and Baidyanath produce and sell ayurvedic products, Patanjali as a brand
combines both FMCG as well as ayurvedic products, but sells its products as FMCG.
Hence, its customers show more interest towards its productsas the get the benefit of
Ayurveda as well. As per the report of the Edelweiss: “Patanjali‟s management has
set revenue target ~ INR 20000cr and is confident of achieving it, led by its presence
in most consumer categories. The company is working on plugging the gaps in the
supply chain and distribution with plans afoot to implement ERP (for better inventory
management) and consolidate its online presence. Strong innovation and new
products pipeline, pricing discounts to the peers (15-30) %”
 Patanjali – Strategies andChallenges

Patanjali, Yog guru Baba Ramdev’s , has gained a huge mind and
pocket-share (lately) with a multitude of new products getting launched
(almost) every month. From their controversial “Maggi” to Shuddhi, a
cow urine-based floor cleaning solution, the company has jumped into
various product categories. Patanjali, which started selling its products
through their own stores in key Indian cities many years ago, has now
partnered with a leading retailer, Future Group (operator of Big Bazaar)
to sell its branded products and appeal to the rural-urban consumer. It has
also started selling its products through traditional mom-and-pop stores
thisyear to penetrate deeper.

Patanjali’s product offering is as diverse as it can get. It spans across

various product lines witha very low “product mix consistency”. Where
have you heard about a company offering household cleaning supplies,
personal care, human and cattle food, Spices, Ayurvedic medicines, Yoga
CDs, et al. To add to the portfolio, there is news around Patanjali branded
apparels, shoes and other lifestyle categories including baby wear. The
brand is eyeing to be one of India’s largest FMCG companies by 2016
year end and go beyond FMCG giants such as Godrej, Dabur and
Marico’s in yearly revenues. So let’s take a look at what has clicked for
Patanjali and what challenges could the home-grown or Swadeshi empire
face in time to come.
Strategies:
Loyal consumer base and competitive price - Baba Ramdev’s fanatic consumer
base of about ~70 million has proved to be a great head start for him. This large fan
base comesfrom an Ayurveda-freak nation and years of conducting yoga sessions.
Further, Patanjali’s products are priced lower than their key competitors for price
sensitive

Indian consumers, who now see more “value” in Patanjali’s products.

Appeal to rural-urban “aspiration and conservatism-driven” consumers - Apart

from appealing to the above consumer base, Patanjali also managed to attract rural-
urban “aspiration and conservatism-driven” consumers by launching modern
consumer household products which promised purity with goodness, on the lines of
major players.

Anti-foreign campaigns – Time and again, Baba Ramdev raised voices to boycott
“foreign” products, ranging from shampoos to colas, by showing their ill-effects. This
further created a loyal consumer base that promoted word-of-mouth advertising for
Patanjali and cleared ways for different product categories.

Loyal employee structure– It is said that most of their employees are volunteers and,
from manufacturing to selling, most of them do not take regular wages.

No financial burden and minimal advertising budget – Baba Ramdev’s ~40 crore
corpus, that he garnered from his Yoga shivirs, satellite television shows and
donations,was utilised to kick start the empire. Further, Patanjali relies heavily on
word-of-mouth advertising, with a few commercials (such as for cow’s ghee) to
strengthen its brand identity and promise.
Challenges

Maintaining quality and brand promise – The key to buying any Patanjali product
is quality and purity (possibly, that’s why its cow milk ghee’s sales forms ~50% of its
revenues). This stands as a core brand promise. Consumers associate Patanjali with
these attributes. Without a consistent adherence to quality standards across all its
product categories, Patanjali cannot shake the boardrooms of FMCG giants. Quality
becomes even more important as the company starts relying on contract manufacturers
for newer and “inconsistent” product categories. You just can’t open an apparel and
shoes manufacturing plant overnight, if you are running a food and medicineplant!

An ever expanding product portfolio with brand extensions – Few brands, such as
Virgin Group, have done a tremendous job at brand extensions, though with failures in
many categories. Considering Patanjali has forayed into categories (such as shoes,
apparels, home cleaning solutions, etc.) that are not directly linked with ayurveda or
purity or goodness, ensuring their loyal consumers do not get confused with what it
wants to do with the brand and how far it wants to stretch, could be a challenge in the
longer run.

Absence of a key sub-branded range under Patanjali “Umbrella” - Further, most

of itsproducts are branded under “Patanjali” umbrella and are then linked with generic
names such as Patanjali Atta Noodles, Patanjali ghee, Patanjali Cornflakes. Their
communication largely focuses around the name “Patanjali” and not around any sub-
brand. This could affect sales of their key categories, if inconsistent productcategories

do not perform well. It can also confuse consumers if Patanjali want to increase
“product

depth” and launch variants with minute differences. Parle, a biscuit and snacks
company, firstnurtured its hide and seek range to a “brand” and then launched newer
“related” biscuit categories within Parle’s Hide and Seek range. Patanjali can do
something on similar lines.
Image driven branding – Consumers don't just buy products to suit their needs,
insteadthey buy a solution that offers them value with “trust”. “Patanjali” is largely
co- branded/co-promoted with Baba Ramdev and his companion Acharya Balkrishna.
Any questions arising on their integrity will surely affect the brand’s performance.

Suggestions:

In my opinion, Patanjali should focus on fewer product categories that are linked
and consistent. They should also focus on creating sub-brands for newer product
lines with a solidbrand architecture to offset any future risks associated with umbrella
brand “Patanjali”. This will help them create an even greater product depth and appeal
to different consumer segments. Moreover, a consumer who uses cow urine-based
“Patanjali Shuddhi” for home floor cleaning is less likely to buy “Patanjali Ghee”. So
you Patanjali folks, better use market analytical skills to market Ghee and Shudhi
together. Having said that, they should also, at

least slowly, move away from a being a “Baba image-driven” company, in case they
wish to

stay relevant and longer in the Indian market.

VISION AND MISSION OF PATANJALIAYURVEDA KENDRA LIMITED

VISION

Keeping Nationalism, Ayurveda and Yog as our pillars, we are committed to create a
healthiersociety and country. To raise the pride and glory of the world, we are
geared up to serve people by bringing the blessings of nature into their lives. With
sheer dedication, scientific approach, astute planning and realism, we are poised to
write a new success story for the world.

To be a top Ayurveda company among all MNCs

To Re- introduce the Indian Ayurveda

To crack the world’s attraction to our India

To work for the welfare of Humanity

To reinvent our traditional knowledge of Yoga and Ayurveda

MISSION

Making India an ideal place for the growth and development of Ayurveda and a
prototype forthe rest of the world.

To reach the great heights.

To restart the swadeshi movement

To produce good quality products at cheaper rates

To ontoduce India Ayurveda to this Modern World

To crack the maximum market share

Marketing Mix of Patanjali Ayurveda

Hindustan Uniliver and P&G are the FMCG companies, whose

market share has been potentially affected by Patanjali. P&G
and Hindustan Uniliver are on back foot and trying to lure
customers back by providing huge discounts and impressive
offers
Products in the marketing mix of Patanjali Ayurveda

. Baba Ramdev is constantly pushing Indian people to start using Indian brands and
save the economical growth of the company. Patanjali is planning to take over all
reputed brands dealingin beverages and foods.

Some of the sectors where Patanjali products are already doing great:

Foods – Including jams, biscuits, noodles, oats, pulses and many other lines of food
products.

Beverages

Healthcare & Medicines

Personal care products

Cleaning agents
Products that are already making news and have forced competitors to bring their
prices downin order to save their presence in the market

Products where Patanjali is present and beating competitionare

Dabur Honey: Patanjali Ayurved is providing people with option to buy quality
honey ataround 30% lesser price than Dabur.

Colgate: Patanjali Ayurved is preaching how Colgate cheated people in early days. And
howayurveda is the best way to treat your gums and your teeth.

Patanjali Noodles: Patanjali Noodles rose to fame while Maggi was away from the
marketand has done quite damage to Maggi, which once was the king of Noodle’s
market.

Pricing in the marketing mix of Patanjali Ayurveda

Two factors that have made Patanjali Ayurved the fastest growing FMCG company in
India are:

a) Use of Natural Ingredients and Ayurved and b) Pricing. Pricing plays an extremely
important role in putting Patanjali Ayurved ahead of its fierce competitors. Hindustan
Uniliver and P&G are trying their level best to cope up with the
competition but the love for Indian product growing in people is not helping
them

Patanjali is educating people about the benefits of using their products and are also
using pricecomparison as an effective marketing strategy. The pricing strategy is
clearly penetrative pricingbecause Patanjali knows that it cannot conquer the market
with higher prices. Plus, if the ingredients are natural and domestic, the cost of the
product is lesser too. There is a drop of 25-30 percent of price in almost every product
when compared to International Brands which is helping Patanjali reach each and
every household in India
Place in the marketing mix of Patanjali Ayurveda

Patanjali Ayurved is India’s fastest growing FMCG Company but it is not stopping
it from spreading its wing to neighboring countries like Nepal. Patanjali has a
manufacturing unit in Nepal. Patanjali also imports herbs from Himalayas in Nepal;
the well-established trade relationis helping Patanjali expand its wings in Nepal with
great ease.

With the growing outreach in India and Nepal, Baba Ramdev surely will be aiming to
overtake market in lot of other countries. With impressive revenue of 5000 Crores,
Patanjali is surely going to have a lot of fund for expansion and growth.

In India, 1000’s of stores are now selling Patanjali products, and these stores are
exclusively selling Patanjali, making the local retailer quake. The penetration levels
will only rise further asthe margins in the product are good too.
While a lot of people shifted to Patanjali Products because of Baba Ramdev, a pool of
Indians started following him when they realized how good and cheap Patanjali
products actually are. Patanjali Ad campaigns have always focused on surpassing
information to people that “revenueof Patanjali is for Charity and not for Brand
Owners”. Secondly, it is better that the revenue generated from day to day products
remains within India rather then the profits going out to foreign companies. Till date,
Indians did not have many alternatives to foreign products but nowthey do have
localised products.

Baba Ramdev took the opportunity in his hands and has started influencing Indians by
sharing information about price gap and how useful herbal Patanjali products actually
are. Baba Ramdevhas ceased the opportunity with both hands and has made huge
difference to the branding of Patanjali Ayurveda. Now, Patanjali is also selling the
products online through E-commerce, increasing their penetration even further.

Only time will tell how people from around the world are going to receive Patanjali
products asan alternative of products from Hindustan Uniliver and P&G.
 SWOT Analysis of Patanjali with USP, Competition, STP (Segmentation,
Targeting, Positioning) - Marketing Analysis

9.1 Patanjali

Parent Company Patanjali Ayurved Limited

Category Consumer products

Sector FMCG

Tagline/ Slogan Prakriti ka aashirwaad

Patanjali sells only Ayurveda based products in food,cosmetics and

FMCG
USP

9.2 Patanjali STP

Segment People looking for healthy FMCG products

Middle and upper middle class families who prefer ayurvedic

products
Target Group

Patanjali offers healthier and safer products in the FMCGcategory

Positioning
9.3 Patanjali SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities &Threats (SWOT) Analysis

of Patanjali :

Patanjali has grown at a rapid pace within a short span oftime

Extensive marketing has pulled people into accepting itsproducts as a

healthier and safer option

Strong brand ambassador with Baba Ramdev as its facehelped boost the
business for Patanjali

Patanjali offers new products, new style of marketing etchas changed the
market dynamics

The venture has generated tremendous revenues, whichare comparable to

existing players

More than 200,000+ employees with Patanjali

Excellent word of mouth marketing has helped the brandgrow

Strengths

Launched too many products in a short time

Patanjali faced issue with advertising council of India

Weaknesses

Patanjali can tap overseas market as Ayurveda isincreasingly getting

awareness
Opportunities
Can enter more segments in personal hygiene,FMCG etc 3. Can also diversify
in apparels
 Prominent FMCG players coming up with their ownvariants of ayurvedic
products

Big players have their existing model which is sturdy,which can overcome
new competition from Patanjali

Threats
9.4 Patanjali Competition

Below are the 6 main Patanjali competitors :1. Dabur India

2. Procter and Gamble 3. Marico
Nestle Ltd
HUL (Hindustan Unilever Limited)
Himalaya Herbal Healthcare

Competitors

The brandguide table above concludes the Patanjali SWOT analysis along with its
marketing and brand parameters. Similar analysis has also been done for the
competitors of the companybelonging to the same category, sector or industry
PATANJALI KEY TO SUCCESS

Six reasons behind Ramdev, Balkrishna and Patanjali's success

While Ramdev is busy propagating Yoga and Ayurveda to create a market for the
products,Balkrishna is creating the products. Their partnership has been phenomenal,
but there are also many other reasons behind the success story.

In 1995, Ramdev was a little known yoga teacher in Haridwar when his close
associate, Acharya Balkrishna, and him set up Divya Pharmacy - under the aegis of
Ramdev 's guru,Swami Shankar Dev's, ashram - to make Ayurvedic and herbal
medicines. The medicinesproved so popular that Ramdev and Balkrishna sought to
scale and diversify into other products. But that proved difficult since Divya
Pharmacy was registered under a trust.

At the same time, with Ramdev's popularity soaring, substantial funds began to come
in - sizeable loans from the likes of NRIs Sarwan and Sunita Poddar, as well as locals
such as Govind Agarwal - which in turn helped to get bank loans. Thus was born
Patanjali Ayurved as aprivate company in 2006, which has since rolled out a range
of products - in healthcare, hair care, dental care, toiletries, food and more - at
breathtaking speed.

"When Divya Pharmacy was set up, we hardly had the money to pay for the
registration," Ramdev told Business Today last year. "For the first three years, till
1998, we distributed the medicines free. From buying the raw materials to grinding
and mixing, we dideverything ourselves," he added.

Today, Balkrishna stands among the richest men in India and Patanjali as one of the
mainplayers in the Indian fast moving consumer goods (FMCG) sector. While
Ramdev is busy

propagating Yoga and Ayurveda to create a market for the products, Balkrishna is
creating theproducts. Their partnership has been phenomenal, but there are also many
other reasons behind the success story:

Media attention: Ramdev rose to national fame as a yoga guru through his
programmes on TVchannels - Sanskar in 2001 and Aastha from 2003. He readily
acknowledges the role of the media in his rise. "Patanjali ko bananey mein ek se 10
per cent humara role hai, baaki role media ka hai (My own role in the rise of Patanjali
is just one to 10 per cent, the rest of the credit goes to the media)," he told Business
Today website.

Smart pricing: Yet another reason for Patanjali's success is the thrift it practices.
"Our profit margins are miniscule because the main aim is not to make profit," said
Ramdev. "Profiting from patients is against the philosophy of Ayurveda, so we aim at
minimum profit from our health products. Our input costs are low because we source
directly from farmers, avoiding middlemen." Salaries are also modest. "Humare
yahaan crore ki salary paane waala koi vyaktinahee hai, (There is no one in our
company who is paid crores as salary)," he added. "Most companies have
administrative costs of around 10 per cent of their revenue, but in our case itis just
two percent."

Retail outlets: Initially, Patanjali shunned the conventional distribution network,

preferring torely on its own channels of super distributors, distributors, Chikitsalayas
(franchise dispensaries) and Arogya Kendras (health centres which sell Ayurvedic
remedies). Once it turned to retail outlets from 2011, revenue began to multiply
manifold.

Variety of products: Already, a few Patanjali products have made major inroads -
apart fromdesi ghee, its toothpaste Dant Kranti, for instance, launched in March 2010,
brought in revenues of Rs 200 crore in 2014/15. Patanjali has also ventured out to
produce many other new items that were mostly produced by foreign companies in
recent months. Patanjali alsosells toothpastes, unpolished pulses and detergents.

Swadeshi factor: Patanjali is happy to co-exist with indigenous companies,

multinational onesare a different matter. "Humara ek simple funda hai: MNCs ko
replace karna (We have a simple principle: we want to replace MNCs)," said Ramdev.

"We don't want to put anyone down, but we would like to instil swadeshi pride so that
Indian money does not go out of the country." He is aware that the competition is
gunning for him. "The MNC mindset is such that whenever an Indian does anything,
MNCs think we are competing with them," he said. "MNCs are creating special war
rooms to combat Patanjali. Weare not into any such war rooms. We don't analyse
other companies' strategies or conduct market surveys and feasibility studies. It is only
when people ask for cheap and healthy options

that we try to respond."

Advertising: Patanjali's own advertising was limited in the past, but has increased
considerablyof late, with ads appearing on general entertainment TV channels (GECs)
such as Star and Zee. The company has also reached out to regional Southern
channels.
Competition from Patanjali prompts FMCGsto hit back

Yoga guru Baba Ramdev has begun his five-day meditation and yoga camp at the
MMRDA Grounds at Bandra in Mumbai. Open to anyone, preparation for this began
days before withvolunteers distributing pamphlets in all adjoining areas.

In camps such as these, Ramdev is known to push products from Patanjali Ayurved,
co- founded by him and Acharya Balkrishna. This camp has been no exception. Yoga
sessions areinterspersed with talks on healthy living and how Patanjali has a solution
to every problem.

Watching Ramdev's moves are rival consumer goods companies. The Rs 2,000-crore
Patanjali,looking to grow its turnover two-and-a-half times in FY16, is striking at the
heart of their business, making its presence felt across categories.

The stiff competition has prompted most of the fast-moving consumer goods (FMCG)
companies to hit back. Consider what the country's largest FMCG company
Hindustan Unilever(HUL) is doing: It has 'resurrected' its herbal brand Ayush,
launching it online. A bunch of new

products across haircare, skin care and pain balms have been launched on e-
commerce platforms under Lever Ayush Therapy. The plan is to take the brand to
general trade in thefuture. The firm is also expected to increase its 'natural' offerings,
moving into newer categories such as health foods, oral care, lip care etc.
HUL's managing director and chief executive Sanjiv Mehta says, "What we find is
that consumers' interest in natural/ayuvedic products is growing. It is one of the
emerging trends now. As a consumer goods company, we have to respond to this, 5
also acquired Indulekha to grow ourpresence in the value-added hair oil segment. We
will continue to make investments in this area."

Companies that have been directly affected by Patanjali such as Dabur, Emami and
Himalaya -all three operate in the herbal/naturals space - say they will buttress their
portfolios, making their products relevant to consumers.

Harsh Agarwal, director of Emami, says he is open to acquisitions to strengthen his

firm's position in the herbal space. "Ayurveda has been around for a long time. I don't
see this as a new trend. But, the emergence of new players is happening right now.
We welcome them andwill continue to fortify our range with new variants, launches
and acquisitions."

Emami had acquired hair oil brand Kesh King last year and was also in the race to
acquire Indulekha before opting out. Agarwal says he is looking at new targets, some
of them locatedin the south.

Industry source say herbal and non-herbal companies are now going back to the
drawingboard, looking at how they can incorporate natural ingredients when
developing new products.

PREPARING TO PUT UP A FIGHT

HULCompany "resurrects" herbal brand, Ayush, launching it online. Plans to
increase"natural" offerings

Emami

Firm open to acquisitions for strengthening the company's position in the herbal space

Godrej Consumer

Launches neem mosquito coil, a creme hair colour that has coconut oil, new variants
innaturals soaps

Colgate

Firm aggressively advertising its active salt neem toothpaste, as its volume was hit
afterPatanjali's Dant Kanti

Dabur

Firm launching ayurvedic products. Pushing Dabur Honey and Chyawanprash

aggressively

Himalaya

Recently launched its range of wellness products which aim to provide therapeutic
solutions to consumer

Godrej Consumer, for instance, has launched a neem-based mosquito coil; a creme
hair colourthat has coconut oil; and launched new variants under Godrej No 1, its
naturals platform in soaps. Sunil Kataria, business head (India and Saarc region) at
Godrej Consumer, says, "Our endeavour will be to fortify these products as we come
up with new innovations in other categories."

Colgate, whose volume growth has taken a hit on account of Patanjali's Dant Kanti
toothpaste,according to brokerage firm Credit Suisse, is aggressively advertising its
active salt neem toothpaste, launched a few months ago.
This toothpaste, a variant of Colgate's Active Salt toothpaste, was made in India to
address theherbal revolution, according to industry sources. Colgate is expected to
come up with more such offerings as Patanjali's threatens to eat into its business.

Dabur, on the other hand, is introducing new Ayurvedic products targeting men,
women, andchildren. Existing products such as Dabur Honey and Chawanprash are
being pushed aggressively in the marketplace as Patanjali positions itself as a price
warrior in these categories.

Himalaya - another herbal products company - recently launched its range of wellness
products which aim to provide therapeutic solutions to consumers. Products ranging
fromanti-hairfall creams to pills for staying slim are part of this new initiative.

FUTURE PROSPECTUS OF PATANJALI

Rural Push: Rural market accounts for over 70% of India‟s

1.21 billion population butcontributes only 9% in the FMCG
Industry. Thus increasing distribution and support
infrastructure in rural areas is a key area where the it needs to
focus.

Increment in Research and Development: FMCG brands would need

to concentrate on R&Dand advancement as a methods for development.
In this period of extraordinary rivalry, organizations that keep on doing
great would be the ones that have a culture that elevates utilizing client
bits of knowledge to make either the up and coming era of items or now
and again, new item classes. Along these lines Patanjali would need to
contribute a great deal of capital and exertion into huge innovative work
of more up to date item classifications.

Focus on Exports: Patanjali has to a great extent centered to take into

account the residential market. Trades in this manner stay to be a low
division of the aggregate deals. It is in this way basic to concentrate on
sending out items utilizing Indian operations as sourcing center for the
same.
Data Analysis, Interpretation and Presentation
FINDINGS

Quality as the most influencing factors in the purchase decision while price isalso an
important for purchase decision.

Schemes always attract more and more consumers towards particular brand.
Simultaneously, it gives idea about the factors which consumers look most in the
productbefore they make final decision.

Price off and extra quantity is the two main offers/schemes which consumers have
come across at the time of purchase.

People are ready to buy products of brand which suits their budget means more
quantity

+less cost+ quality.

Extra quantity with less or same price, more satisfaction, quality and other factors
cloutconsumers to switch over to other brands.

People are more quality and price oriented.

Consumer remember that name of the product by the company name and also from the
past performance of that company.
CONCLUSION
Patanjali Ayurveda has given a trouble to many marketers with its individualisticway
of marketing.

Patanjali Ayurveda had rattled the whole FMCG’s Sector and bought a mutiny in the

industry in a very spell era.

A point to note is that many people are buying due to its hedonic value attachedto the
products.

Hence, patanjali is attracting brand trustworthy customers and not price sensitive
customers.Will Patanjali continue to grow at the same pace? OR Will it prove to be a
water bubble,

with this being a temporary phase for patanjali and strong players eventually coming
up

with stratigies to recapture the loss market share? Only time will tell.

There is doubtlessly Patanjali is a problematic drive in the FMCG space and is a solid
risk for the occupants, yet Patanjali has its difficulties. A political relationship with
anypolitical gathering is a twofold edged sword as a change in political administration
implies terrible news.

For another, Patanjali does not have a multitude of B-school directors and advertisers,
at HUL. An indication of that hole was noticeable when, after the dispatch of the atta
noodle,the Food Safety and Standards Authority of India said that Patanjali did not
have any significant bearing for endorsements.
Ramdev figures all endorsements are set up and it might be a scheme to censure him.
Inthe event that he is not kidding, and it appears he is, it's most likely time for
Ramdev to get some administration heave in his positions.
SUGGESTIONS
Most of the patanjali consumers are facing problem like; products are not available in
themarket regularly.

So, they are suggested to increase their stock and make sure that the products are
available inthe market regularly.

So, Patanjali Ayurveda should increase their stock and make sure that there will be no
shortage of products in the market.

Renewable sources cannot push this much production. So, only tradition energy
sources willrequire.
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