How patanjali is increasing the size of Pie in the FMCG Market

1. By-Mehul Galhotra
PGDM-1st Year

2. COMPANY PROFILE
 Patanjali Ayurved Limited is an Indian FMCG company.
Baba Ramdev established the Patanjali Ayurved Limited in 2006
along with Acharya Balkrishna( holding 94% stake in Patanjali ).
Manufacturing units and headquarters are located in the
industrial area of Haridwar while the registered office is located
at Delhi.
 It also has manufacturing units in Nepal under the trademark
Nepal Gramudhyog.
Imports majority of herbs in India from Himalayas of Nepal.

3. VISION
“To make a disease free world by yoga and producing quality food
with comparatively lesser in price and to generate trust on the
people for the same”.

4. MISSION
“Making India an ideal place for the growth and development of
Ayurveda and a prototype for the rest of the world”

5. QUALITY POLICY- SWASTH
AAHAR
They adhere to the highest quality and hygiene standards to
ensure customer satisfaction.
It is a brand that you can trust for its Natural and Healthy
ingredients.
 The products are manufactured under strict supervision with
minimum touching by hand.
Several quality checks are undertaken and only then the final
product reaches the shelf.

6. 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 (US$5.5 billion)

7. PRODUCTS
Patanjali Ayurved produces products in the categories of
personal care and food
The company manufactures more than 900 products including
45 types of cosmetic products and 30 types of food products
In 2016, Patanjali has announced to enter the textile
manufacturing centre

8. PRODUCT PORTFOLIO

9. CONTD….
Patanjali
& Divya
Ayurved
Product
Body
Care
Beauty
Products
Food
Grains
Food
Items
Spices
Home
Care
Product Line

10. Product Range
Divya
Ayurved
Product
Beauty
&Body
care
Food
Grains &
Items
Spices Home
Care
Books &
Media
Kwath;
Bhasma;
Cyrup;
Arishta
Face Pack;
Face
Cream;
kajal
Biscuits;
Spices;
Herbal
Tea;
Cow Ghee
Garam
Masala;
Hing
Masala
Agarbatti;
Herbal
Gulal;
Etc..
Vcd;
Audio
Cds..
Churna Gulaab jal;
Kesh Kanti
Shampoo
Jam;
Noodles;
Juices
Cholle
Masala;
Batora
Masala
Dish wash
Bar
Books
Vati Ubtan; Hair
oil; Crack
cream
Flour;
Daliya;
Besan
Pisai
Masala;
Methi
Dana;Kali
Mirch
Hawan
Samagri
Dvds

11. SALES AND DISTRIBUTION
Patanjali Ayurved 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

12. REVENUE
163 317 446 8501200
2006
5000
10000
0
2000
4000
6000
8000
10000
12000
REVENUES(In Rs Crore)
17%
11%
5%
5%
9%7%
26%
19% 1%
Sales
Cosmetics/
Toileteries
HealthCare
Dental
Ghee
Hair
Products
Wheat
Other foods
Other
Edible-Oil

13. MARKET SHARE
35%
35%
33%
SHARE BREAK-UP
HONEY
AYURVEDIC
MEDICINES
GHEE

14. PRICING STRATEGY
Developing an effective pricing strategy remains the most important
and difficult part of marketing process.
Patanjali products are priced at~15-30% discount to competition.
The medicines available at Patanjali are the cheapest as compare to
other ayurvedic medicines
For example- PATANJALI Tomato Ketchup-500ml for Rs.70
Maggi Tomato Ketchup-500ml for Rs.95

15. CONTD….

16. PATANJALISATION EFFECT

17. CONTD….

18. CONTD….

19. IMAPACT ON SALES
 COLGATE- 8%
 DABUR- 7.5%
 EMAMI- 6%
 JYOTHI LABS- 6%
 BRITANNIA- 5%

20. THANK YOU