PATANJALI - From yoga to dominating the FMCG sector.
Updated: Nov 30, 2018
Their ads and product package all exude a sense of simplicity and purpose devoid of the usual glossiness and celebrity worshipping. With their markets expanding aggressively in Asian and Middle eastern countries and their ambitions of venturing into other domains as well, future of Patanjali looks brighter.
Patanjali has been able to do what every consumer goods manufacturing organization of India has dreamt of achieving, since ages. Seeing the sudden and silent rise of Patanjali, other established players are caught up in a state of utter disbelief and bewilderment and the media too has been hungry to dig out the real causes of Patanjali’s growth. Consumer goods is one of the largest and complicated businesses which very few brands have managed to dominate and we see very few players like Unilever, P&G which have become household names across the world. India too has seen the rise of few domestic brands yet none of those could match up with their international competitors. Times have been changing for good and the recent times have witnessed the origins and the growth of a promising brand called Patanjali which is seen as an able competitor to the western counterparts.
THE PATANJALI STRATEGY : Back in those days who would have believed that those large yoga teaching camps organized by Baba Ramdev would later pivot into a large consumer goods manufacturing entity which managed to give sleepless nights to the established brands.
There was a very clever two step strategy which Patanjali adopted: 1. First, create awareness about healthy living by means of yoga among the masses 2. Secondly, sell them the products which would help maintain good health.
Their initial products were not very well known and not as readily available as they are now; they were exclusively sold at the yoga camps or dedicated ashrams. Patanjali spent years perfecting their strategy and waited for that right moment when the market would be ready for their ambitious expansion plans.
PATANJALI BRANDING: Marketing campaigns of Patanjali, exclusively relied on Baba Ramdev for he had become a brand himself in which people trusted. Riding on the wave of the trust that Baba Ramdev had built across the years coupled with their ad message stressing on the adoption of Indian goods and substantially lower prices than similar products on the market have made their sales & revenue figures soar like a rocket. Their ads and product package all exude a sense of simplicity and purpose devoid of the usual glossiness and celebrity worshipping. With their markets expanding aggressively in Asian and Middle eastern countries and their ambitions of venturing into other domains as well, future of Patanjali looks brighter. With what it has achieved , Patanjali - I believe has been an inspiring story and has indeed instilled a sense of confidence among the aspiring entrepreneurs who aspire to build companies in consumer products sector.
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