CONTENTS

• INTRODUCTION TO PATANJALI AYURVED

• COMPANY PROFILE
• HISTORY OF PATANJALI
• SUCCESS SAGA OF PATANJAL
• PRODUCTS UNDER PATANJALI & PRODUCTION
• SWOT Analysis of Patanjali
• COMPETITORS
• RECENT ADVANCEMENTS OF PATANJALI
• ACHIEVEMENTS (Awards & honour)
• VISION AND MISSION
• FUTURE PLANS OF PATANJALI
 INTRODUCTION TO PATANJALI AYURVED

PATANJALI AYURVED LTD. is an Indian consumer goods

company. Manufacturing units are located in Haridwar while the
registered office is located at Delhi. The company manufactures
mineral and herbal products. It also has manufacturing units in
Nepal under the trademark Nepal Gramudhyog and imports
majority OF Herbs in India from Himalayas of Nepal. According
to CLSA and HSBC, Patanjali is the fastest growing FMCG
company in India. It is valued at 30 billion and some predict
revenues of 5000 crore for the fiscal 2015-2016. Patanjali
declared its annual turnover of the year 2016-2017 to be
estimated 10216 cr. Baba Ramdev stated in an interview with
CNN News18 that profit from Patanjali products goes to charity.
PATANJALI GRAMUDHYOG, NEPAL
HISTORY OF PATANJALI

Patanjali Ayurved limited is the brainchild of Baba Ramdev

who is known for his sermons and his devotee Acharya
Balkrishna ji is the CEO of Patanjali..
Baba Ramdev established the Patanjali Ayurved Limited in
2006 along with Acharya Balkrishna with the objective of
establishing science of Ayurved in accordance and
coordination with the latest technologies and ancient
wisdom.
Balkrishna owns 98.6% of Patanjali Ayurved, and as of march
2018, has a net worth of US$6.1 billion.
Future group which has tied up with Patanjali sells about 30 cr
worth of Patanjali products every month.
PRODUCTS UNDER PATANJALI

PATANJALI produces about 700 different types of products in the

following categories:-

• Natural Health Care

• Natural Food Products
• Ayurvedic Medicines
• Herbal Home Care
• Natural Personal Care

Some of the Popular Patanjali products are Patanjali Dant Kanti,

Patanjali Kesh Kanti, Patanjali Chyawanprash, Patanjali Ghee,
Patanjali Aata, Patanjali Honey, Patanjali Oats, Patanjali Aata
Noodles, Patanjali Hand Wash….
 PRODUCTION

PATANJALI Food and Herbal park at Haridwar is the main

production facility operated by Patanjali Ayurved. The
company has a production capacity of 350 billion and is in the
process of expanding to the capacity of 600 billion through its
new production units at several places, including Noida,
Nagpur, and Indore. The company plans to establish further
units in India and Nepal.
In 2016, the Patanjali food and herbal park was given a full time
security cover of 35 armed central industrial security force
(CISF) commandos. The park will be the eighth private
institute in India to be guarded by CISF parliamentary forces.
Baba Ramdev is himself a “Z” category protectee of central
parliamentary forces….
STRENGTHS IN THE SWOT ANALYSIS OF
PATANJALI
• BABA RAMDEV: The exponential growth of patanjali can be
credited to Baba Ramdev and his popularity. for a newly formed
FMCG in india, it would have been impossible to show the kind
of growth that patanjali has shown in such a short period of
time. But the fan following and goodwill of Baba Ramdev
guaranteed that Patanjali grows quickly and becomes a routine
name in the india households

• STRONG PATRIOTISM: Patanjali has used the India card to its

advantage and has always marketed that it’s a brand made in
India, For Indians. Most of the brands in India are international
brand. Patanjali actively asked Indians to buy India made
products to help the economy of the country. Beside this, the
quality of the products have helped in the fantastic growth of
Patanjali
• AYURVEDA AND HERBAL: The products that Patanjali offers are
made from Ayurveda and Herbals Natural components. The Swadeshi
products also have played an important role in the success of Patanjali.

• PENETRATION POLICY: Patanjali products are generally priced

at 20-30% lower than the competitive brands and thus it becomes
impossible for the competitive brands to compete with patanjali on
price. The company sources the product directly from farmers and
thus cuts on middleman. Hence, they are able to produce at lower
costs.

• STRONG DISTRIBUTION CHANNELS

• E-COMMERCE ADVANTAGES

• KEEPING UP WITH TRENDS

• WORD-OF-MOUTH PROMOTION
WEAKNESSES IN THE SWOT ANALYSIS OF
PATANJALI

OVERDEPENDENCY ON RAMDEV:
For many of its consumers, Patanjali is still synonymous to
Baba Ramdev and hence any action of baba ramdev will have
repercussions on the brand itself. Bbaba ramdev’s political
affiliations are also well known and hence if t all he is targeted
for any political vendetta, patanjali will also suffer…
Competitors innovative products to survive in
competitive market
• Companies like Colgate launched Vedshakti toothpaste and
L’Oreal introduced a new product with the natural ingredients in
haircare range under Garnier Ultra Blends.

• Godrej consumer launched neem mosquito oil, a cream hair

color that has coconut oil and new variants in natural soaps.

• Hindustan Unilever (HUL) launched Haircare products like Ayush

Anti-dandruff neem shampoo, Ayush anti-dandruff neem
conditioner and skin care products like Ayush saffron face cream
and pain balms on E-Commerce platforms under Ayush therapy.
Patanjali is leading over its competitors due to
following reasons
• INNOVATION: Patanjali being a major competitor, FMCG
companies are expected to introduce innovative herbal and
Ayurvedic products over the forecast period.

• PRICING: Patanjali sells its product at a lower price to meet

consumer demands Patanjali is able to sell its best quality
product at a price which is 10-30% less than its competitors who
spend 12-18% on advertising and promotion.

• BRAND MARKETING: Patanjali has given a tough competition to

some of the FMCG majors in the area of haircare, oral care and
OTC products. Across its brand potfolio through impressive brand
marketing by Baba Ramdev.
 RECENT ADVANCEMENTS IN PATANJALI
AYURVEDA
• In April 2016, private sector banks such as ICICI and HDFC
started providing loans to Patanjali Ayurvedic ltd. To increase
its production facility in 2017 . it is expected that its day to day
production will reach upto 2000 at the end of the financial year
2017.

• Many industries are showing their interest to sigh a marketing

deal with Patanjali Ayurvedic ltd..

• Patanjali tied with future group increase their product

penetration, in addition to this, company also started selling
their products through an E-Commerce website.
THANK YOU…

MADE BY:
RITVIKA SACHAN
MANSI AGRAHARI