This presentation will help you to know about Patanjali Ayurveda.

1. MADE BY- Ayushi Srivastava
B.Tech(Biotechnology)
Shri Ramswaroop Memorial University

2. INTRODUCTION
HISTORY
PRODUCTION
THE WIDE RANGE OF PRODUCTS PRODUCED
PATANJALI’S GROWTH OVER THE YEARS
PATANJALI RESEARCH FOUNDATION
RECOGNITIONS RECEIVED BY PATANJALI OVER THE YEARS
SALES AND DISTRIBUTION
REASONS FOR PATANJALI’S SUCCESS
PATANJALI STRENGTH AND WEAKNESSES
CONTROVERSIES
CONCLUSION

3. Patanjali Ayurveda Limited is an Indian consumer goods company and manufacturing units.
The company manufactures mineral and herbal products.
According to CLSA and HSBC, Patanjali is the fastest growing FMCG company in India.
It was listed 13th in the list of India's most trusted brands (The Brand Trust Report) as of
2018, and ranks first in FMCG category.
SOME BASIC INFORMATION ABOUT PATANJALI
FOUNDED
FOUNDER
WEBSITE
PRODUCTS
HEADQUATER
Acharya Balkrishna, Ramdev
OWNER
In 2006
Balkrishna
Foods and beverages
cleaning agents
personal care products
Ayurvedic medicine
Fashion
Haridwar, Uttarakhand, India
http://patanjaliayurved.org/

4. Ramdev established the Patanjali Ayurveda Limited in 2006 along with Balkrishna, with the objective of establishing
science of Ayurveda in accordance and coordination with the latest technology and ancient wisdom.
According to Monier Monier-Williams, the word "Patañjali" is a compound name from "patta" (Sanskrit: पत, "falling,
flying") and "añj" (अञ्ज्, “ honour, celebrate, beautiful") or "añjali" (अञ्जलि, "reverence, joining palms of the hand").
Balkrishna owns 99.6% of Patanjali Ayurveda, and as of March 2018, has a net worth of ₹43,932 crore (US$6.1 billion).

5. Patanjali Food and Herbal Park at Haridwar is the main production facility operated by
Patanjali Ayurveda.
The company has a production capacity of ₹35,000 crore (equivalent to ₹380 billion or
US$5.3 billion in 2019).
In the process of expanding to a capacity of ₹60,000 crore (equivalent to ₹690 billion or
US$9.7 billion in 2019) through its new production units at several places, including
Noida, Nagpur, and Indore.

6.  In 2016, the Patanjali Food and Herbal Park was given a full-time
security cover of 35 armed Central Industrial Security Force (CISF)
commandos.
 In 2017, Patanjali group launched their official Caller Tune with their
slogan 'Swadeshi swabhimaan, rashtra seva ka abhiyaan' music
composed by Vaibhav Saxena.
Patanjali Ayurveda, Haridwar
Patanjali Food Herbal Park, Padartha, UK

7. OVER THE YEARS…
 Patanjali’s revenue had been multiplying over the years after their entry in the FMCG sector.
 The company that had generated a revenue of 453 crores in the year 2012. By the year 2016, generated annual
revenue of around 5000 crore, which is an unparalleled growth for any company becoming the fastest growing Indian
FMCG company to date.
Moreover, by the year 2017, the company’s revenue doubled to 10,361 crores, which was a 111% growth.
 But the continuing growth came to a halt in the FY 2018, when their revenue dropped to around 5000 Crores. The
reason for this is suspected to be the recent GST & Demonetization affecting Patanjali’s revenue.

8. CONSUMER PREFERENCE OVER OTHER BRANDS:
 There was a close call between Dabur, Himalaya and
Patanjali.
 Since Dabur and Himalaya have been very old
companies and Patanjali is new in the market. It seems
that it is doing well while competing with the big
brands like Dabur, Himalaya and other FMCG brands
which have been there for a while in the market.

9.  The company manufactures more than 2,500 products including 45 types of cosmetic products and 30 types
of food products. Patanjali has also launched beauty and baby products.
 Patanjali Ayurvedic manufacturing division has over 300 medicines for curing a range of ailments and body
conditions, from common cold to chronic diseases like paralysis.
In 2016, Patanjali has announced to enter the textile manufacturing center. The company is reported to
manufacture not only traditional clothes such as Kurta Pajama but also popular western clothes such as jeans.
PRODUCTION

10. THE WIDE RANGE OF PRODUCTS PRODUCED:
Natural Health Care
This category mainly contains products like digestives,
health & wellness products, diet food and Health drinks &
beverages. Patanjali’s Cow’s ghee.
Natural Food Product
This category includes a wide range of food products,
extending from biscuits, jams & noodles to spices &
pulses, a number of products come under this section.

11. Ayurvedic Medicines
This category has been the USP for Patanjali, making them,
the kings they are today. Before entering the FMCG sector,
Patanjali had been selling Ayurvedic Medicines under the
name of Divya Pharmaceuticals.
Herbal Home Care
This category of products includes products required for
Pooja regularly. Not just Agarbatties & Dhoopbatties, but
instead Patanjali provides a whole range of Pooja
essentials including Hawan Samagri, Camphor, cotton
wicks & even air fresheners.

12. Natural Personal Care
Another category of Patanjali Products includes Personal
healthcare products & toiletries. This category includes all
sorts of daily use items from body care products to dish
wash & other cleaning products too.
Patanjali Paridhan
The company has recently started dabbling in other product
sectors too. Patanjali Paridhan is Patanjali’s brand working in
the apparel sector. Patanjali Paridhan is an exclusive apparel
brand with over 3000 products under three sub brands, viz. a
womenswear brand Aastha, Unisex sportswear brand Livfit
and a menswear brand Sanskar.

13. AND
 Patanjali Ayurveda sells through nearly 4,700 retail outlets as of May 2016. Patanjali also sells its products online
and is planning to open outlets at railway stations and airports.
 As per the tie-up with Future Group, all the consumer products of Patanjali will be
available for the direct sale in Future Group outlets.

14. Patanjali Ayurveda products are also available in modern trade stores including Reliance retail, Hyper city and Star Bazaar
apart from online channels.
Patanjali Ayurveda, co-founded by yoga guru Ramdev, is targeting ₹10,000-crore revenue in 2016–17, after sales grew
150% in the previous financial year to ₹5,000 crore.
Patanjali Ayurveda has also started its FMCG expansion in form of dealership and distributorship channels across the
country and expects wider growth in overseas distribution as well.

15. 2011: Awarded “Spirit and Entrepreneurship Award”
towards humanity by ISOL Foundation.
2013: Manav Ratna” award by Antarrashtriya Manav Milan
Organization.
2013: Honoured by ‘Sanskrit Prasarini Sabha’, Assam in
November, 2013.
2014: Recognized as “Ayurveda Expert” in an Ayurveda
Summit, held in Gujarat.
2016: "Bharat Gaurav" award by India International
Friendship Society.
2016: Bloomberg Special Recognition Award to Acharya
Balkrishna.

16. Patanjali Research Foundation was started in August 2010.
This Research Foundation is a part of Patanjali Yogpeeth and is located in Haridwar, in the north of India.
Patanjali Research Foundation are named after the great Indian sage, Patanjali (circa 900 B.C.) who first compiled the
numerous writings on yoga in a way which is relevant and can be understood by people today.

17. THE FOUNDATION AIMS AT:
Evaluating indigenous systems of medicine, particularly yoga and
Ayurveda, so that their physiological effects are studied using
present-day scientific methods, with an aim of using these systems of
medicine to promote health and manage disease.
Studying the scientific basis for ancient practices used in various
areas of life (e.g., farming and architecture) so that these ancient
practices can be better understood and hence preserved.
While the Foundation largely uses actual scientific studies carried out
in laboratories, the aim would also be to review the ancient texts for
contemporary reading.
Evaluating the use of home remedies through scientific studies
so that these methods of healing may, if found suitable, be
integrated in contemporary healing practices and hence be
preserved.

18. Like any other brand growing in the industry, Patanjali too has faced challenges & controversies overtime.
The major question rises on their sources of investments, as many industry heads point out that the
investment cycle of Patanjali is shrouded by a lot of mystery.
Few major controversies involved with the company includes:
The Ministry of Defense's canteen stores department (CSD) had suspended the sale of
Patanjali Ayurveda's amla juice after receiving an adverse state-laboratory test report on
the product.
The move came after the product was tested at the central food lab that found it to be
unfit for consumption. After which, the CSD asked all its depots to make debit notes for
their existing stock so that the product can be returned.

19. Patanjali launched instant noodles on 15
November 2015. Food Safety and Standards
Authority of India slapped a notice on the
company as neither Patanjali nor Aayush,
which are the two brand names under which
Patanjali got licenses, have got any approval
for manufacturing instant noodles.
In June 2020, Patanjali Ayurveda announced the launch of a COVID-19
treatment kit called Coronil, claiming that it showed 100% favorable results in
clinical trials on coronavirus patients.
Within hours of the launch, the Ministry of AYUSH issued a statement,
denying having given clearance for the launch of the new drugs and asking
the company to stop selling or advertising the product until the trial results
were examined by medical authorities.
Patanjali responded to the accusations claiming that they did not violate any
procedure leading up to the launch.
On August 2020, the company was fined Rs 10 lakh by the Madras High
Court for false claims made initially.

20. Innovative & Harmless
Products.
Strong Distribution Network.
Image Of Trust.
Social Responsibility.
Make in India & Swadeshi
Initiatives.
 Concentration in North & West
India.
 Less Promotions.
 Easy Availability of Substitutes.
 No Clinical Approval.

21. Reasons for Patanjali’s
The reasons for the success of the company are two folds:
 The shift in the lifestyle of the Indian customers towards using more natural and Ayurvedic products.
 The Patanjali products are significantly less expensive than other personal care and food products in the market.
This has made a significant proportion of Indian middle class to move towards Patanjali.
Patanjali has an applaudable Market research team that works endlessly towards providing customers with the
products they need.
Patanjali has been known to keep customer needs above all & launch products catering the same.
Now, what makes them stand out against their competitors is that they understand their customers better.

22. A big reason for Patanjali being so popular among the masses is that through their marketing approaches they
have also targeted all sections of the society & people of all ages.
They broke the common misconception of “Ayurvedic is for Elderly” & made it cool enough to be adopted by the
young & the old all the same.
From their Gooseberry candies, chocolates, noodles & other similar products, they have been trying hard to
become a favorite among the kids & the generation Z. Not just that but the cosmetic & body care products too
are quite effective & thus loved by young adults.

23. Patanjali as a brand has generated quite a ripple in the FMCG sector, right from its very start. Each of their steps have been
very cleverly strategize to bring the best to the brand.
Every effort made by the company in the last decade has brought to them only benefits.
Even though facing a few obstacles along the way, the company is standing tall as ever, being the fastest growing company
in the Indian FMCG sector.
Headed by two hermits, with no degrees in Business or Marketing, Patanjali is expected to go a long way in the future, only
if it manages to keep its head above water, as the road ahead will be tougher than before.