Initializing...

Top Retail Brands

»
«

What’s behind the dramatic growth of Patanjali?

Patanjali is making more than just a wave. Its success is based on the fundamental principles of providing healthy alternatives of staples and personal care products.

Tags: Patanjali, Baba Ramdev, IIFL, Patanjali Ayurved Ltd, Yoga, Ayurveda, FMCG, Colgate, Nestle, Unilever, Dabur, Make in India

BY Guest author  |  May 19, 2016  |  comments ( 0 )  | 
Patanjali

I have been reading about the colossal wave of success that Brand Patanjali is riding on. However, it wasn’t until recently that I began to study it closely.

In a 57-page report released in January, IIFL cited that “Patanjali Ayurved 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.” During his yoga congregations across the country, Baba Ramdev has been immensely successful in instilling his profound beliefs about holistic wellness through Ayurveda in the minds of the general public.

Patanjali is making more than just a wave. Its success is based on the fundamental principles of providing healthy alternatives of staples and personal care products that have all the goodness of Ayurvedic ingredients sans preservatives or hidden unnatural substances. Patanjali has provided higher quality products at lower prices and has sustained itself by consistently focusing on building extensive distribution capabilities. While it is taking away market shares from FMCG giants such as Colgate, Nestle and Unilever –it is actually increasing existing Ayurvedic categories – something established players like Dabur and new incumbents will be able ride on. This is a classic example of a brand capitalising on its strengths and into building/developing the category.

The question I still asked though was - Is it really just Baba Ramdev who deserves the sole credit for the dramatic growth of Patanjali? A dive into the popular culture and you will find a tactile shift in our behaviour, the way Indians now perceive home grown brands and consume its products. Marketplace is replete with emerging success stories of INDIAN brands, Ayurvedic or otherwise. A further deep dive and it’s hard to miss the sense of empowerment that our current Indian political leadership is driving. It has impacted the way we think and make purchase decisions. We have become more pro-national than we were in the prior decade. The “transformation” focus and new-found campaigns such as Make in India is driving growth and our brand preferences are changing – a result of the rising belief in India’s entrepreneurial energy.

I believe that Patanjali is just a beginning of numerous success stories of Indian brands and of brand India itself. What is going to be critical though is the agility and focus of Indian businesses must retain in understanding the culture, the objective and the trust among its consumers.  The differentiating factors that India possesses as country will be instrumental in defining our brands - nationally and the world over.

Author’s Bio: This Article has been authored by Tarun Kalra, Business Head, DY Works, a brand strategy and design firm that creates culture-based solutions for businesses.





Related Articles

  • Trends
    Patanjali is more likely
    Patanjali is looking very keen on the project and which is why it has been a regular participator in
  • Trends
    Baba Ramdev plans to open
    Ramdev informed that he has planned to build a world class university in India near New Delhi like
  • Investments
    Grofers in talks to raise
    Grofers, a quick-delivery service for groceries and electronics from neighbourhood stores, is in
  • Trends
    ASCI takes Patanjali for
    The council found the practice very unethical as the claims made by Patanjali were baseless.
  • CDIT
    Lenovo eyes India market
    Chinese technology major Lenovo recently launched Yoga 3 pro, in a bid to expand its stake in the
  • Trends
    Ramdev to take on Adidas,
    Ramdev's Patanjali has readied a strategy to challenge the might of global sportswear giants Nike
  • Eretail
    Snapdeal to delivery FMCG
    The company, in order to boost the recurrent purchase from shoppers, has already started a four-hour
  • Appointments & Recognitions
    Colgate-Palmolive Co
    Consumer products maker Colgate-Palmolive Co has appointed Mukul Deoras as its new chief marketing
  • Food & Grocery
    Nestle to strengthen its
    The company is planning to strengthen its position in health and nutrition. And is also planning to
  • Appointments & Recognitions
    Johnson & Johnson gets
    Johnson & Johnson has hired Sumeet Salwan from Unilever as human resource head for its consumer
  • Trends
    Discaria Trading Ltd now
    As per Dabur’s filling at BSE, the name of the company's said step down wholly owned subsidiary has
  • Back End
    Technology crucial for
    hrust on technology and product development is crucial for the Government’s ‘Make in India’

Comments

Rating  

Please add your comment:

Not readable? Change text.

Enter the characters as seen on the image (case insensitive)

Notify me of followup comments via e-mail

Subscribe for daily newsletter