International Academic Journal of Business Management

Vol. 3, No. 2, 2016, pp. 1-12.

International
Academic
Journal
of
Business Management

ISSN 2454-2768

www.iaiest.com

International Academic Institute

for Science and Technology

Desi Bustle v/s MNC Muscle: How Ramdev's Patanjali is

setting trend for HUL
Neha Guptaa, Vishal Gargb
a

Project Guide, Chennai

Research Scholar, LMT School of Management, Thapar University, Patiala

Abstract
The lifestyle of the Indian consumer is changing and they have become more concerned about their
health. In this changing market scenario as the preference of consumers towards Herbal and Ayurvedic
products is increasing, so Baba Ramdev flagship brand Patanjali is offering highest value, and satisfaction
to the general consumers not only in India but abroad also. The basic purpose of the study is to explore
the reasons of increasing sales, perception and changing attitude of consumers towards these herbal and
Ayurvedic products. Finally this article studies and compares Patanjali products with other competing
brands in the market.

Keywords: Baba Ramdev, Patanjali, Natural Products, Herbal Products, Media Role, Promotion,
Strategy, Ayurved, MNC

Introduction:
Baba Ramdev's brand Patanjali is gaining a lot of popularity and it is at its sales are at highest point ever.
Baba Ramdevs popularity and profile has been increasing manifolds by broadcasting his Yoga Programs
throughout the world. Apart from the regular Yoga programs his business empire of Ayurvedic and
Herbal Products and Medicines for a range of ailments has also mushroomed tremendously. His company
named Patanjali Ayurved Limited started in the early 2007 and is located in the industrial area of
Haridwar. The company is flagship project of Baba Ramdev and Acharya Balkrishnaji. This unit was
established with the aim of manufacturing only pure quality and scientifically developed herbal products.
Gradually they company have successfully expanded their range from mere herbal medicines to food
items and even cosmetics. As per a recent report by one of the famous Hong Kong based investment
banking company CLSA, Patanjali Ayurved Limited, concluded that Patanjali Ayurved Limited is bigger

International Academic Journal of Business Management,

Vol. 3, No. 2, pp. 1-12.

than Emani and Jyothy Labs. Moreover that report also stated that it is perhaps among the fastest growing
fast-moving consumer company of India. Patanjali Ayurved is one of the untold startup success stories in
India, and in the coming couple of years it will inevitably displace more large players.
Most of the companies do believe that in order to make a product successful, the marketing department
needs to create product awareness and advertising in a systematic and channelized manner to sell a
product but Baba Ramdev has started his business and proved all of them completely wrong in terms of
their marketing concepts. Patanjali Ayurved Limited has invested almost zero in advertising their
products. Even then their company has managed to do a business of Rs. 2500 crores for the financial year
2014-15 and profits exceeded Rs. 300 crores. This huge profit has not only surprised competitors but the
marketing honchos as well.
The overwhelming success of the herbal products and medicines didnt happen in just an overnight.
Ramdev had started his plans much before along with his extra ordinary yoga camps, spiritual lectures
and above all the ayurvedic treatments which he used to discuss along the Yoga camps. He started with
the preaching about the ill effects of using fast food which is generally made with the help of few
chemicals and toxics.
He also made awareness regarding the corruption prevailing in Indian society and how the big private
brands are playing with lives of people at the cost of profit. He managed all this awareness through his
regular Yoga camps which he did not only in India but abroad too..Ramdev focused on the latent need of
the consumers, and came out with a series of FMCG products including balms, soaps, ghee, juices, oils,
masala. He clicked on the needs of consumers at right time and in perfect style.
The masses were already searching for a good and herbal alternative by then and when Ramdev stood as
the herbal and natural icon and then everything fixed in perfect spaces and the products started selling like
hot cakes. They are pitched as 'Swadeshi' and adhering to traditions of ayurvedic products. In todays
competitive environment in the herbal products and herbal medicines Baba Ramdevs Patanjali is
sweeping away all the big MNCs coming in its path. Anyone can find the wide range of Patanjali
products from local stores to various e-commerce platforms.

Company Name
Dabur India Limited
Godrej Consumer Products Ltd
Patanjali Ayurved Limited (PAL)
Emami Ltd
Colgate Palmolive (India) Ltd
Marico Ltd
P&G Hygiene & Health Care Ltd
Hindustan Unilever Ltd
Gillete India Ltd
Godrej Industries Ltd
Bajaj Cor Ltd

Market Capital
47681.5
42081.4
40000
25699.5
25543.5
25477.7
20066.9
17372.2
16111.1
12535.7
6325.5

International Academic Journal of Business Management,

Vol. 3, No. 2, pp. 1-12.

Jyothy Lab Ltd

5686.9
Source: Ace Equity (Market Capital as on 20 October 2015, All Figures in Crores)

The product quality provided by the Patanjali Ayurved Limited (PAL) is best in the segment, the
prices are highly competitive and the distribution chain is considered as the best as it is rivaling the Cola
majors. The availability of the PAL products is distributed throughout India evenly, be it urban area or
rural area. The advertisement strategy of the PAL products is not same as that of the MNCs products.
Rather the Patanjali is focusing more on content marketing. The PAL group is attracting the potential or
existing consumers not by bombarding them with uninterrupted ads but by educating them on the
advantages of using the herbal products and Swadeshi products. Baba Ramdev is not shouting how their
products are better than competitors rather he is busy in creating a new Herbal class consumers from the
existing non herbal class consumers.
PAL marketing department is having a very clear concept of not competing directly with the competitors.
For the last few years, Baba Ramdev in his Yoga camps did not focus on proclaimed that his brand
Patanjali was the best among others. Rather, he discussed about the malevolence of MNCs, the benefits of
products if they are made in India, and above all he emphasized the cancerous effects of fertilisers and
chemicals on human body. PAL just created an environment where people started demanding the herbal
products. Patanjalis consumers are having a highly specific profile, and the advertisement content
revolves around that only. The PAL products are completely fitting into their lifestyle. The PAL group is
not at all focusing on any type of celebrity endorsement.
Patanjali Products
Patanjali Ayurved Limited has introduced a lot of products in their product line so as to diversify in the
market. Indian FMCG market is very big market, primarily occupied by a lot of local and MNCs. Indian
market has a very wide range of customers varying from low purchasing parity to high purchasing parity.
Revenue from Different Products in 2015-15
Product

Revenue Contribution

Growth
Rate

Food

36.78

99.57

Healthcare

19.13

30.58

Toiletries

14.56

53.77

Dental Products

10.93

45.86

Hair care

10.78

51.35

International Academic Journal of Business Management,

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Cosmetics

7.38

40.7

All figures are in percentage

Source: - Company Website

There are a lot of competitors in all the categories of the products. Most of the products are
having similar prices as that of competitors. As we can from the table that the Patanjali has got a wide
product line like food items, health care, toiletries, dental products, medicines, hair care and cosmetics.
We can see from the table above that in case of the food items there is almost 100% growth, which is
really astonishing. Apart from it there exist two categories mainly toiletries and hair care which are
witnessing more than 50% growth.

Theoretical basis of research:

Objectives of the Study
The major purpose of our research is to understand the consumers changing psychology and preference
towards herbal and Ayurveda products of Patanjali. The overall objectives are as follows:
1. To find why consumers prefer Herbal Products and Natural Products.
2. To explore that whether consumers are familiar with the ayurvedic and herbal products with other
brands available in the market.
3. To analyze the attitude of consumers towards Herbal products.
4. To analyze the role of Media in promotion of Patanjali products.
Research Methodology
The present research study is a majorly a qualitative research based study and it focuses on the
marketing strategies being followed by the Patanjali Ayurved Limited (PAL). The data is collected from
various primary sources and secondary sources. As the study is qualitative so the main focus was on
secondary source of information. In the beginning primary data was collected by various sources like
face-to-face interviews with franchisees, doctors and shopkeepers dealing in Patanjali products. A total of

International Academic Journal of Business Management,

Vol. 3, No. 2, pp. 1-12.

six franchises were contacted for an unstructured interview of Yamunanagar and Jagadhri Region of
Haryana State. Later, secondary data was collected through different brochures, websites, leaflets,
magazines and articles etc. The data so collected from various sources, discussions with retailers was
thoroughly analyzed to filter out the relevant information.
Marketing Strategies adopted by Patanjali Ayurved Limited
a)
Mass targeting in Yoga Way:- Baba Ramdev is primarily known to be Yoga trainer. He is best
known for popularizing yoga among Indians through his mass yoga camps. Just because of his endeavor
and commitment from the government of India that the UN decided 21 June as Yoga day internationally.
Recently, the Government of Haryana had appointed Baba Ramdev as the brand ambassador of Yoga and
Ayurveda for the state of Haryana. Apart from it, he was offered the status of Cabinet minister for
Haryana. But he later refused that Ministry saying that he wanted to continue serving as a Baba, as he has
no aspirations to become industrialist.
Since the last decade, he has popularized Yoga throughout India by regular Yoga Camps. He has taken
active part in politics in order to eradicate the social evil of corruption and poverty. Apart from regularly
criticizing the MNCs for taking up Indian money abroad, he always stressed to use the Swadeshi products
i.e. Products that are made in India. This automatically urged the Indians of trying something new and
different not related to MNCs, big brands. The General Election of 2014 in India too helped the Ramdev
to show cast the concept of Swadeshi.

The PAL has crossed more than 2000 crore for the financial year 2014-15, from a mere 454 crore in
2011-12. The Patanjali business has grown around 4.5 times which is very high. These figures clearly
indicate that there is 67 percent jump from the previous fiscal which consumer goods firms would love to
have. Being different from other consumer brands, which spends nearly 20-30 percent of their sales on
advertising in print media or electronic media or through celebrity endorsement, Patanjali hardly spent
anything at all in the form of advertisement expenditure.
Most of the awareness regarding the products is spread through the Yoga camps only. And this activity
actually has contributed to its grand success. Patanjali brand and products have grown phenomenally
mainly through word of mouth and word of usage communication. The franchisee model adopted by PAL
has made the product appear uniquely in quantity and exclusive.
The products are herbal in nature and PAL claim there are no chemicals used in the manufacturing so it
strongly appeals to consumers. Ramdev has devised very basic and simple techniques for practicing Yoga
which are very easily understood by common man just by watching the T.V. and these camps have
created the awareness most.

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b)
Strong Distribution Network: - The tremendous growth in the sales and growth of Patanjali
products is deeply supported by the strong distribution network. In todays competitive arena the
distribution network of any FMCG company is considered as the backbone of the organization. Being
new to the Indian consumer market with respect to the existing MNCs which are present since decades,
the Patanjali group has been able to make roads in their profits just because of their strong distribution
network.
Patanjali
Distribution
Network

72 Super
Distributors

1500 Patanjali
Chikitsalaya

3500 Patanjali
Arogya
Kendras

2000
Distributors

300000
Retailers

Source: - Company website (http://patanjaliayurved.net/)

As we can see from the figure that the figure that the Patanjali group is having a strong Distribution
Network with a base of nearly 300000 Retailers. To support these retailers a team of around 1500
Patanjali Chitiksalya have been set up countrywide. Apart from it the PAL group is having more than
3500 Arogya Kendras where the doctors advise the patients about the benefits of using herbal and natural
products and medicines
c)
Media Role: - Earlier, in the year 1995, Ramdev was still a little known yoga trainer & teacher
in Haridwar. Baba Ramdev quickly rose to a national fame as yoga guru (trainer) through his regular
programmes on religious TV channels. He started broadcasting his yoga programs on Sanskar TV in
2001 and Aastha from early 2003. He whole heartedly acknowledges the strong and quick role of the
media in his rise. Baba Ramdev admits that his own role in the rise of Patanjali Ayurved Limited is just
one to 10 percent, the rest of the credit goes to the media and his followers.
A big cost saver and profit increase game for the Patanjali brand is that they dont need to spend a lot of
money on advertising because of the very high brand value of Baba Ramdev whose popular TV shows
and public appearances have gained him mass media awareness at a very low cost. Apart from it, the
Company reaps the benefits of a celebrity brand ambassador like Baba Ramdev for free. Patanjali has
been quite welcoming of analysts and media to its offices to back the belief of purity. The appeal of the

International Academic Journal of Business Management,

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ayurvedic/herbal/natural platform and a desire to consume Indian brands had made a winning formula for
the group.

d)

The 4Ps Of Patanjali Group: Product:

Price:

The Patanjali Products are differentiated

products.

Products are Natural and Herbal

All the products are pure and free from

chemicals.

The procure only pure raw material.

Appeals to the Indian belief in

Ayurveda/natural remedies/hand medicine.

Most of the Products are discounted at 20

30% compared to competitors.

Low cost of packaging

Different sizes packet available

Packaging is not as good as that of

competitors and it further saves costs for Patanjali.

No major expenditure on TV advertisement

No celebrity endorsement.

Place:

Positioning:

The Distribution is done through

Ayurvedic pharmacies.

They have a franchisee based

distribution strategy.

The distribution channel is as strong as

that of cold drinks.

Recently tied-up with Future Group &

will enlarge Patanjalis footprint to make it easily
available to shoppers.

Tie-ups with online retailers such as

bigbasket.com will reduce their cost of
distribution and display.

Patanjali has positioned their products

based on Ayurveda and health.

Promoted Baba Ramdev as their Brand

Ambassador.

They are positioning the product as Herbal

and Natural Products.

Moreover their products are in reach of

common man.

Patanjali is consistently positioning the

products as Swadeshi.

e)
The strong Strategic Business Unit of Patanjali Group: In addition to Patanjali Ayurveda
Kendra Pvt. Ltd. Baba Ramdev established following institution:PatanjaliYogpeeth Trust
Patanjali Ayurved College
PatanjaliChikitsalaya
Yog Gram
Goshala
Patanjali Herbal Botanical Garden
Organic Agriculture Farm
Patanjali Food and Herbal Park Ltd
Patanjali Ayurveda kendraPvt. Ltd.

International Academic Journal of Business Management,

Vol. 3, No. 2, pp. 1-12.

10 Lessons Startup Entrepreneurs Can Learn From Baba Ramdev

a)
b)
c)
d)
e)
f)
g)
h)
i)
j)

Stronghold and complete expertise on the subject

Hires the best
Understands the market completely
Believes in leveraging a successful personal brand
Well connected with the audience
Low Cost Marketer
Truly 100% Indian product
Strongest Distribution Network
Has a vision, and understands opportunity to materialise it
Attacking International Expansion

SWOT Analysis of Patanjali Ayurved Limited (PAL)

Strengths

healthy

Weaknesses

Strong and established competitors base

Easy availability of substitute products

Very few exports

Not clinically proved

Markets concentrated only in North and

West India

High price of some products

Very less promotional activities

Without any kind of side effects

Innovative use of spirituality
Strong and Suitable distribution networks
Positive word of usage communication
Presence in urban areas and Rural Areas
Solid base and image of the trust
Positive word of mouth communication
Social Responsibility to make people
Natural and herbal products
Make in India Initiative
Swadeshi Campaign
Opportunities

Threats

Inclination towards Herbal and Natural

Products

Huge untapped Indian rural market

Large untapped domestic market (South

and East India)

Changing lifestyles

Increasing per capita income of consumers

Export potential

Tax and duty Subsidy

Increase in cases of Fake products

Political interferences
Some products are in controversies
Controversy created by other groups
Removal of import duties
Threat from International Competitors
Slowdown in Economy
Indulged in Politics

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Vol. 3, No. 2, pp. 1-12.

Trends of Herbal &Ayurvedic Products of Patanjali in World Economy

The world population normally depends on natural products in order to protect themselves from the side effects
of modern medicines and high cost of medicines (Report by WHO) (Sharma, Shanker, Tyagi, Singh, &Rao,
2008). The global market trend of herbal products is reached at $6.2 billion and estimation is that it will reach
at US$5 trillion by the year 2050 (WHO & Kumar & Janagam, 2011) (Figure 1)

US$ Billion
5000

6000
4000
2000

12.5

0
1994

30

2000

US$ Billion

60

94

2010

2015

2050

Figure 1 Source WHO estimate (Kumar & Janagam, 2011)

The herbal exports of India are valued at about INR (Indian National Rupee) 874 crores (1crore=10
million) in 2001-02 constitute about 73 percent in the form of crude drugs and extracts and 27 percent as
finished products (Government of India Planning Commission, 2006). If we look at the present scenario,
then the demand for traditional Indian herbal products has increased tremendously in India and abroad
(Government of India Planning Commission, 2011).
Figure-2 INDIAN HERBAL MARKET IN S$ BILLION
8
6
4

US$ Billion

2
0

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Vol. 3, No. 2, pp. 1-12.

Figure 2 Sources (A Brief Report on Nutraceutical Products in India, 2015) (Sharma, Shanker,
Tyagi, Singh, &Rao, 2008)
As the lifestyle of the people is changing and due to increasing awareness of healthcare and
fitness products the Fast Moving Healthcare Goods (FMHG) in India is expected to grow by 20 percent
to USD 6.1 billion by 2019-2020 as shown in Figure-2.
Figure-3: NET SALES OF VARIOUS HERBAL COMPANY(RS.CRORE)
7

6
5

Dabur

Emami

Himalaya

Patanjali

1
0
2004

2006

2008

2010

2012

2014

2016

Figure 3 Source www.moneycontrol.com

Some of the major players in the Indian herbal market are Dabur, Himalaya, Patanjali, Vicco, Emami and
others. Figure 3 and 4 shows the net sales growth rate and of herbal companies stated.
Figure-4: GROWTH RATE OF VARIOUS HERBAL COMPANY (%)
5

4
Dabur

Emami

Himalaya

Patanjali

0
2004

2006

2008

2010

2012

2014

2016

Figure 4 Source www.moneycontrol.com

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International Academic Journal of Business Management,

Vol. 3, No. 2, pp. 1-12.

If we look at the figure 3 and Figure 4,there are frequent variations in the data. Due to stiff competition in
various sectors there are wide variety of fluctuations. Marketers are making sure to have preference over
competitors by ensuring that their products and services can meet consumers expectations consumers
(Schiffman & Kanuk, 2008). There are more than 7800 herbal manufacturers and processors in India
(T.P., Hisham, M, Madhu, & V., 2009).
Due to spreading of digital media and increasing awareness of advertising and digital marketing,
it has become challenge for companies to retain consumers and there interest in various products. It has
become very difficult to grow, excel and stabilize in business performance. All herbal companies (or
brands) have made a huge expenditure in promotional activities. All firms are increasing their
advertisement expenditure to catch up with slowdown and improve sales (Joshi R.2013).
Suggestions & Findings
The study was done with special reference to study the marketing strategies of Patanjali products. The
respondents from whom the data was collected, suggested that all the herbal and ayurvedic products are
made from natural essence and they are having no side effects at all. Moreover Herbal and ayurvedic
products are bought on daily, monthly & fortnightly basis.
The second objective was related to that how many consumers are familiar with herbal products.Most of
the respondents who prefer these products are familiar with it as these are already available at local shops.
Further posters, banners and mass media, retail stores are major sources of information for consumers for
buying these herbal products.
The third objective tells us the attitude of consumers towards herbal products. Most of the respondents are
having positive attitude towards herbal products and full confidence towards Ayurveda brands.
Conclusion
We can conclude from our study that firm must study the pattern and scenario of competition in the
market, so that they can compare various marketing strategies of various companies selling their brands
of herbal and ayurvedic products. It is very much essential that consumers must recognize the importance
of ayurvedic and herbal products in the market, so that they can develop positive attitude and have
familiarity ad favorability towards products sold by Patanjali.
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