International Journal for Multidisciplinary Research (IJFMR)

E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: editor@ijfmr.com

A Case Study of FMCG Company: Patanjali

Ayurved Limited
Madhuri Yadav
Research Scholar, Department of Commerce, C.M.P Degree College, University of Allahabad, Prayagraj
(India)

ABSTRACT
Patanjali Ayurved Limited has seen remarkable expansion to date, poses a serious threat to FMCG
companies like Colgate-Palmolive, India Tobacco Company Limited (ITC), Hindustan Unilever Limited
(HUL), and Godrej Consumer Products. This paper aims to identify the factors that contributed to
Patanjali's rapid ascent to popularity and growth as well as the marketing mix tactics used to penetrate
the fiercely competitive Indian FMCG industry. The study looks into advertising techniques, product
positioning, price strategies, distribution, and various promotional techniques adopted by Patanjali
Ayurved Limited for its growth and expansion. The study conducted using secondary data from articles,
case studies, news articles, IIFL, IBEF, and other sources. The results show that, unlike other FMCG
companies, PAL differentiates its products by capitalizing on Indian consumers' trust in herbal and
ayurvedic remedies. As part of its marketing approach, PAL makes use of spiritualism, yoga retreats,
television networks, social media, etc. Indian consumers gravitate toward the "Swadeshi Movement"
because it places a strong emphasis on fostering India's economic growth. PAL has shown
2083.85%growth in revenue since its establishment year i.e., 2012 till 2021.
Keywords: FMCG, Growth, Marketing-Mix, Patanjali, Swadeshi.

1 INTRODUCTION
People are becoming more aware and moving toward a healthy, balanced lifestyle; as a result, they
prefer herbal and ayurvedic products over others. With the goal of promoting healthy lifestyles among
the masses and working ethically to promote the development of our nation. Since its founding, the
company has experienced phenomenal growth, leaving other FMCG companies astonished and on alert.
The study looks at the many marketing strategy Patanjali Ayurved Ltd. (PAL) employed to compete in
the very competitive Indian FMCG sector. The inspiration of PAL is the Indian ascetic and yoga master
Baba Ramdev. The company's managing director and largest stakeholder is Acharya Balkrishna. The
study discusses the PAL marketing mix approach and the significant contributions Acharya Balkrishna
and Baba Ramdev made to the company's current standing (Singh & Gopal, 2016). For most Indians
who enjoy consuming anything "healthy," "ayurvedic," or "herbal," Patanjali has a special
attraction.(Prasad,2019).

2 REVIEW OF LITERATURE
Borden. (1964).The report contains a concise chart detailing the elements and motivating factors of the
marketing mix. The mix chart, in other words, provides a continuous list of categories to assist you
organize your thoughts when you're considering problems relating to marketing.

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 International Journal for Multidisciplinary Research (IJFMR)
E-ISSN: 2582-2160 ● Website: www.ijfmr.com ● Email: editor@ijfmr.com

Kumar et.al.(2014).The majority of individuals strongly believe in moral responsibility and spiritual
growth. Patanjali Yogpeeth is utilizing this spiritual advantage to its fullest potential in order to
successfully compete in the market and sell its own products. Patanjali Yogpeeth is expanding its
product line by selling FMCG items in addition to ayurvedic medicines. PAL participated in a variety of
noble initiatives that greatly benefited society. It aims to instill in the populace excellent character and
good health through yoga and ayurveda.
Dutta (2015).This paper examines the development of Patanjali Ayurved and the factors that contribute
to it. If they wish to lead healthy lives, people are more likely to adopt ayurveda and herbal remedies. An
analysis of Patanjali's performance in relation to other businesses in its sector was done to identify the
elements that contributed to it. The success of Patanjali has been discovered to be due to marketing
elements such product quality, widespread customisation, digital marketing, price, and Ayurveda.
Sharma (2015).In this study, the various marketing techniques employed by Patanjali Ayurved and their
influence on the market are examined. According to the study's findings, Patanjali's expansion can be
attributed to a number of factors, including herbal products, high-quality products, the Swadeshi brand,
and Baba Ramdev's position as the company's ambassador.
Gupta (2016).The fact that PAL is progressing is undoubtedly an exciting step. Customers have
overwhelmingly embraced its core message of "swadeshi" product, and more importantly, its quality
standard has been established. A market-disrupting force that has emerged from India’s hinterlands both
domestically and worldwide has shaken the foundations of the well-established enterprises in the FMCG
sector.
Dwivedi (2018). Ayurvedic medicine is gaining popularity as an alternative treatment on the market.
Baba Ramdev's healthy lifestyle philosophy, which is credited with profoundly transforming people's
lives, has been one of the key draws. The brand targets products with toxins and hectic lifestyles to
advertise Patanjali goods. The key element of Patanjali's marketing strategy is the Ayurvedic value.
Yadav (2018). Sanskar channel rival Aastha acquired baba Ramdev. Baba launched online stores under
the well-known FMCG brand Patanjali in addition to opening physical stores under the same. The firm
must use promotional strategies that are distinct from those used in conventional marketing if it is to
properly and proficiently manage e-brands. One tactic is to get to know your consumers personally and
then start a dialogue with them about your products.

3 OBJECTIVES
1. To study marketing mix used by Patanjali Ayurved Limited.
2. To study Patanjali Ayurved Limited growth since its establishment.

4 RESEARCH METHODOLOGY
Given the purpose of the study—to find out more about the "Patanjali" brand—the methodology
described here heavily relies on secondary data. Data has collected from a variety of published works,
journals, newspapers, magazines, writings, papers, case studies, and other research projects, and most
significantly, web databases.

5 PATANJALI AYURVED LI MITED

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The renowned Indian company Patanjali, which sells ayurvedic and herbal products, enjoys a high level
of confidence among Indian consumers. Fast-moving consumer goods (FMCG) are produced by this
global manufacturer, which has its headquarters in Haridwar, India. In 2006, Baba Ramdev and Acharya
Balkrishna founded the company. Patanjali's registered office is in Delhi and its manufacturing facilities
and corporate headquarters are in Haridwar(Suger Mint).In 1995, when he was a well-known yoga
teacher in Haridwar, Ramdev shows off many Asanas for a healthy life as he begins his journey with
yoga. Baba Ramdev later founded Divya Pharmacy along with Acharya Balkrishna under the direction
of his guru Swami Shankar Dev.
Balkrishna, the company's CEO, owns 94% of the shares. Ramdev serves as the company's ambassador
and takes business-related choices, while Acharya Balkrishna manages all Patanjali-related tasks.
Additionally, Patanjali has a manufacturing facility in Nepal under the name "Nepal Gramudyog". The
business also imports botanicals from the Himalayas in Nepal (Suger Mint).

6 MARKETING MIX OF PATANJALI AYURVED LIMITED

The group of initiatives or strategies, that a company uses to market its brand or products collectively
known as the marketing mix. The four Ps make up a conventional marketing mix: pricing, product,
promotion, and place. However, today's marketing mix is gradually adding a number of additional Ps as
crucial mix elements, including packaging, positioning, people, and even politics (The Economic
Times, 2022).

PRICE PLACE
MEGA STORE, SUPER/
VALUE BASED
HYPER
PRICING, ALIGNMENT
MARKET, PATANJALI
OF COST, CUSTOMERS
CHIKITSALAYA,ONLINE
AND COMPETITORS
PLATFORM

PRODUCT PROMOTION
YOGA SHIVIR /
WIDE RANGE OF
CAMPS, YOUTUBE, SO
HERBAL, AYURVEDIC
CIAL MEDIA, WORD
AND NATURAL
PRODUCTS 4 P's OF OF MOUTH, TV
ADVERTISEMENT
MARKETING
MIX

Fig.1 Marketing- Mix of Patanjali Ayurved Limited

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 International Journal for Multidisciplinary Research (IJFMR)
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Source:https://static.startuptalky.com/2021/08/4Ps-of-marketing-mix-of-Patanjali-Ayurved-
startuptalky.jpg
An ayurvedic-focused company called Patanjali quickly became the market leader attributable to its
brilliant marketing strategy and positioning. The business's founder was listed among Forbes' billionaires
(Aditya Shastri).
6.1 PRODUCT
Products from Patanjali introduced to the market with a Swadeshi (indigenous) label and a feeling of
purity.All of Patanjali's goods, both medical and non-medical, are created using natural and Ayurvedic
components, the company claims, giving customers a choice that is both high-quality and healthy.
Although Baba Ramdev's popularity helped the company gain traction in the market, it also gave
consumers a positive perception of Baba Ramdev's trustworthiness. It has an agreement for product
development with the Defense Research Development Organization (DRDO) for both food and health
supplements (Agarwal &Agrawalla, 2017).

Source:https://sugermint.com/wp-content/uploads/2021/08/Patanjali-Success-Story.jpg
In terms of positioning, Patanjali has a multiple approach; “Prakriti ka Aashirwaad” means “Blessings
of Nature”, is the brand slogan of Patanjali(Singh & Gopal, 2016).All Patanjali products are available
on its website www.patanjaliayurved.net and delivered to respective address. Patanjali's approach of
carpet-bombing consumers with a wide range of items rather than concentrating its efforts on a single
or a few significant achievements, which relies on spreading itself thin across numerous FMCG
categories (Chakraborty, 2016).
6.1.1 PATANJALI AYURVED LIMITED PRODUCT PORTFOLIO
Patanjali has spread its wing in all the segments of FMCG giving strong competition to its rivals. It deals
in food products, natural health care, personal care, medicines, home care, apparels, etc.

6.2 PRICE
―We don’t know markets or marketing . . . but what we know is serving the people by providing them
high-quality products at attractive prices.‖ Said by Acharya Balkrishna, MD, Patanjali Ayurved Ltd
(Singh & Gopal, 2016).
Pricing plays a vital role in putting Patanjali Ayurved ahead of its rivals in the market. Patanjali uses
price comparison as a strong marketing strategy in addition to educating customers about the benefits of
using their product. Patanjali's pricing approach is definitely penetrative because the company is

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 International Journal for Multidisciplinary Research (IJFMR)
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conscious that higher costs will not allow it to dominate the market.Additionally the products are
homegrown and natural that is the reason PAL products the cost is lower (Bhasin, 2019)."Natural
Products offered at affordable pricing" is how Patanjali describes its products (Singh & Gopal, 2016).It
operates under the three core elements established by Baba Ramdev: superior quality at the lowest price,
with all revenues going to charity (Laghate, 2017).
Natural Food Products
Natural Health Care
Natural Personal Care
Ayurvedic Medicine & Nutraceuticals
Herbal Home Care
Patanjali Publication & Samridhi Card
Paridhan

Fig. 2 Patanjali Ayurved Limited product portfolio

Source: https://www.patanjaliayurved.net/products/all

Fig. 3 Supply Chain of Patanjali

Source:https://static.startuptalky.com/2021/08/Distribution-and-supply-chain-of-Patanjali-Ayurved-
startuptalky.jpg
Rawmaterial come from farmers on contract farming basis and manufacturing carried out at Patanjali
Food Herbal Park and then delivered to different places. Hence, there are only three stages in supply
chain of PAL, which lowers the cost of product and products are available to consumers at reasonable
prices.

6.3 PLACE
Place of production is different from place of consumption so in order to bridge the gap between
producers and the consumer market, businesses adopt distribution strategies. (Vishwal, 2020).
Patanjali Presence in the Market
In short period of time, PAL has established an enormous influence across India and the world. Over
47,000 retail counters, 3500 distributors, many warehouses in 18 states, and prospective factories in 6
states. Currently they are active in markets including those in the US, Canada, the UK, Russia, Dubai,
and certain European nations. (Patanjali presence,2022)

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Source: http://patanjaliayurved.org/wp-content/uploads/2016/08/Ppt-Slide-India-Map.jpg
At present PAL have 307 Mega store, 1016 Patanjali Chikitsalya, 1886 Patanjali Arogya Kendra and
759 Patanjali Gramin Arogya Kendra all this help in sale of Patanjali goods and services within India
and across India (patanjaliayurved.org,2022).Future Group, Reliance Retail, Hyper City, and Star
Bazaar are just a few of the retail giants with whom Patanjali has collaborated (Shrivastava, 2022).
Chikitsalya are pharmacies where doctors examined people without any charge and advice from where
to get medications. This system was distinctive and not considered by any other company. (Agarwal &
Agrawalla, 2017; Shrivastava, 2022).
Patanjali products sold through franchisee, ayurvedic pharmacies, in collaboration with Future Group,
collaboration with online merchants, etc.(Shukla & Sanghvi, 2017). Various online platforms such as
flipkart, Amazon, Grofers, Snapdeal, ZopNow, and Netmeds in addition to stock-based services,
supermarket online retailer Big Basket is also available for sale of Patanjali products (Agarwal
&Agrawalla, 2017).
Patanjali
Arogya
Kendra
Patanjali
Camps/
Chikitsala-
Shivir
yas

General
Super
merchant
Markets
store

Patanjali Online
Mega Market
Store Places

Fig. 4 Distribution Channels of Patanjali Products

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 International Journal for Multidisciplinary Research (IJFMR)
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Source: (Agarwal &Agrawalla, 2017)

Patanjali is successfully expanding its presence online by introducing website www.patanjali.net as
ecommerce in the Indian market. Customers would be able to easily add the items to their shopping carts
and purchase Patanjali goods using COD, online payment methods, etc., which would be delivered at
their doorstep(MBA Skool, 2021).

6.4 PROMOTION
Promotional actions are those that alert and enthuse your target market about your products.
(Beltis,2020)

NATURAL AND
HERBAL

SWADESHI YOGA

PROMOTION

WORD OF DISCOUNTS
MOUTH AND OFFERS

ADVERTISEM-
ENT

Fig. 5 Promotional tools of Patanjali

6.4.1 YOGA
Yoga serves as the foundation and one of the key strategies of Patanjali Ayurved Limited. The Sanskar
TV channel in 2002 and the Aastha channel showed Baba Ramdev’s yoga in 2003, bringing Baba
Ramdev and his yoga to new heights.
(Prasad, 2018).

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 International Journal for Multidisciplinary Research (IJFMR)
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Source:https://encryptedtbn0.gstatic.com/images?q=tbn:ANd9GcStfyvmoq1pAccxWItlFUMiV2OnA1L
GtqD0uA&usqp=CAU
Baba Ramdev through his Yoga Shivirs discusses various yoga poses and how they used to treat various
illnesses, but also Patanjali Ayurvedic products and how they can help one live a healthy lifestyle and be
free from variousillnesses(Singh & Gopal, 2017).In the middle of his yoga classes, Baba Ramdev
introduces products to a huge audience(Pandey and Paul, 20).

6.4.2 NATURAL AND HERBAL

Patanjali had accurate, which helped the company's brand grow quickly. There is the overall trend
among Indians to favor natural/herbal items with a history. According to a recent study by Edelweiss
Securities, 83% of people favor Patanjali products because of its natural positioning, while 38% do so
because of the products' reasonable prices (Gaurav Laghate,2017).

6.4.3 WORD OF MOUTH

In comparison to other forms of promotion, word-of-mouth communication unquestionably has a larger
believability factor. Through the work of the Patanjali Yogpeeth Trust and Yoga Shivirs, who have
nothing but affection for Baba Ramdev and Patanjali goods, Baba Ramdev has built a significant
network of followers (Singh & Gopal, 2017).

6.4.4 SWADESHI
The business uses the "Make in India" campaign slogan, which given by the Indian prime minister.
Patanjali implemented this marketing strategy for its goods and daily sales increased. He further claims
that using these products will allow you to spend money that will stay in India. The company
experiences a five times faster rate of expansion thanks to its Swadeshi strategy (SugerMint)Patanjali
had shown a huge success and one factor behind it is increase in patriotism and nationalistic pride, which
has undoubtedly benefited Patanjali. It’s the ideal brand fit(Laghate,2017).

6.4.5 ADVERTISEMENT

Source: https://www.google.com/imgres

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Each PAL advertising used the slogan PATANJALI—―Prakriti ka Aashirwad‖ which means ―Blessings
of Nature‖. This blowpeople towards Patanjali products because these are made of natural and herbal
ingredients. Natural product does not have any harmful effect on consumer (Pandey and Paul, 20).

Source: https://img.etimg.com/photo/msid-56881117,quality-100/.jpg
By implementing an extremely cost-effective marketing strategy that emphasizes utilizing news
channels for advertising, using Baba Ramdev's personal credibility and emphasizing the natural
placement of its products. In addition to the free publicity Ramdev receives on numerous TV networks,
Patanjali Ayurved aired 1.14 million commercials on various channels in 2016, according to data from
the audience measuring company BARC India. Across on 161 channelsPatanjali advertisements shown
for 7,221 hours this amounts into 19 hours and 43 minutes of advertising time every day on average.
According to media planners, Baba's use of news channels for 84% of all Patanjali's 2016 commercials
has helped the company build brand recognition among both consumers and merchants. Patanjali spent
only 8–10% of what FMCG giants typically spend on advertising. They do not employ celebrities in any
promotion Baba Ramdev addresses clients personally. It’s overall marketing and advertising budget is
only about Rs 300 crore(Laghate,2017).

7 PATANJALI REVENUE FR OM YEAR 2012 TO 2021

Table 1 Patanjali Ayurved Limited Revenue:
Year Revenue in Billion Indian Rupees
2012 4.52
2013 8.5
2014 12
2015 25
2016 50
2017 100
2018 3.49
2019 85.42
2020 90.88
2021 98.71
Source: https://www.statista.com/statistics/823142/india-patanjali-ayurveda-revenue/

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Revenue in Billion Indian Rupees

120
100 98.71
100 90.88
85.42
80

60 50

40
25
20 12
8.5
4.52 3.49
0
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021

Revenue

Fig. 6 Growth of Patanjali Ayurved Limited from year 2012 to 2021

As shown in Fig. 6 and TABLE 1, in the year 2012 when Patanjali Ayurved Limited started as FMCG
company had its revenue 4.52 billion rupees and it grew to 98.71 billion rupees in 2021.Patanjali has
shown an excellent degree of growth since its establishment. Percentage growth in revenue of Patanjali
Ayurved Limited is 2083.85% (98.71-4.52= 94.19, 94.19/4.52*100= 2083.8495%) from 2012 to 2021.

8 IMPLICATION
Researchers, businesses, professionals, regular people, and investors can all benefit from paper. The
completed study contributes to the body of existing information and aids in future research. The different
businesses in this industry will receive information from it.They might take inspiration from Patanjali
when creating or enhancing their marketing mix strategy. Those who want to learn more about Patanjali
Ayurved Limited will find this paper to be useful.

9 CONCLUSION
We can conclude from the findings that Patanjali Ayurved Limited is one of the growing FMCG
Company. PAL success depends onmany factors such as Baba Ramdev as Brand Ambassador, his
Yoga, Swadeshi positioning, products are herbal, natural and ayurvedic―Prakriti ka Aashirwad‖
positioning. Marketing mix adopted by PAL lead it to great height. Product mix consists of all
FMCG products and they are herbal, natural and ayurvedic. Prices charged are 25-30% less than
charged by other companies and company uses penetrative pricing. PAL products are available at
various places such as mega store, Arogya Kendras, super distributors, online platform and
Chikitsalayas.Swadeshi positioning, Baba Ramdev Yoga, discounts, TV advertisements, ayurvedic,
natural and herbal positioning helps in Patanjali products promotion. PAL has shown growth in revenue
of 2083.85% from year 2012 to 2022.

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