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Patanjali :-The Monk who wants a billion $Company

Presented By : CHITRANSHU SHUKLA

What is Patanjali…?

Patanjali Ayurveda was founded by Baba Ramdev and Acharya Balkrishna in the year 2006 as an FMCG company .

Manufacturing units and headquarters are located in industrial area of Haridwar while registered office is in Delhi.

It also has manufacturing units in Nepal under trademark Nepal Gramudhyog.

Patanjali Ayurveda produces products in category of personal care and food.

Company manufactures 444 products including 30 types of food products.

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Some Products under the umbrella

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Revenue growth over the years

Year Revenues(In crore Rs)

2009-10 163

2010-11 317

2011-12 446

2012-13 850

2013-14 1,200

2014-15 2,006

2015-16 3,000

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Different StrategiesPatanjali follows a “Branded house” strategy whereas other companies in

consumer goods sector like P&G and HUL follow a “House of Brands” strategy.

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Modern technology brand playbook

Product Brand Name = Unique brand + Generic sub-brand (Eg:- Google, Yahoo, Apple)

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Saffron clad baba’s fan base(Brand ready buyer’s)

Patanjali has a major advantage as it is associated with famous personality, Baba Ramdev. Baba Ramdev who is a yoga guru has a fan base of millions of people who directly popularize this brand through Yoga camps. Baba has almost around 541k followers on twitter and around 7.4million people liking his Facebook page.

Content Marketing

Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

(Creating customer awareness by advertising the positive aspects of ayurveda)After every Yoga session on TV, Acharya Balkrishna w0uld educate people on the benefits of herbs and how they can treat various ailments and diseases. Having discussed all this, he then tells people about the products of Patanjali which contain them.

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Content Marketing

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Pricing Strategy

The company sources products directly

from farmers and cuts on middlemen to boost profits. It makes 20% operating profit. This is the difference between total income and expenditure.

Till now Patanjali has spent minimally on

marketing and zero on advertising, preferring to rely largely on word-of-mouth via its yoga classes (1 lakh free yoga classes every day across the country).

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