The document discusses Patanjali's success in the FMCG market in India. It notes that while companies like Dabur and Himalaya had marketed Ayurveda-based products, they did not gain significant market share. However, Patanjali was able to rapidly rise to the top by catering to consumers seeking natural/Ayurvedic alternatives. Key factors driving Patanjali's sales and growth include a focus on health-conscious consumers, followers of Baba Ramdev, establishing an umbrella brand across many product categories, frequent advertising, direct procurement from farmers, a strong distribution network, and an emphasis on natural and Ayurvedic products. Patanjali aims to achieve revenue of Rs

1. Patanjali’s Runaway Success
– Lessons in Consumer
Goods Marketing

2. The FMCG market in India is worth over $50 billion.
The market is dominated by companies such as
HUL, P&G, Nestle, etc.

3. Products derived from Ayurvedic base have existed in the
market – companies such as Himalaya, Dabur and Emami
have been marketing these products for long…
However, they have not been able to garner a
significant chunk of the overall FMCG market on the
back of “natural” products

4. Patanjali has catapulted to the top league within a short
span by effectively catering to those seeking
organic/ayurvedic alternatives

5. Factors Driving Sales and Growth

6. Health Conscious ConsumersA.

7. Staunch followers of Baba RamdevB.

8. Patanjali is the umbrella brand across a range
of products ranging from Wheat Flour to
Noodles to Biscuits to Papad
Focus on Umbrella brand “Patanjali”C.

9. High Frequency Ads for ImpactD.

10. Direct Procurement from FarmersE.

11. Strong Distributor Network (4000+)F.

12. Focus on Goodness of AyurvedaG.

13. Emphasis on Natural FoodH.

14. Patanjali is targeting Revenue of Rs.7,000
Crore by the close of FY 2016 - 17

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