Acharya Balkrishna and Baba Ramdev founded Divya Yog Trust in 1995 to produce ayurvedic medicines in India. As the trust grew, they converted it into a company called Patanjali in 2006 and entered the FMCG market. Under Balkrishna's leadership as CEO with 94% ownership, and Ramdev's promotion of yoga and ayurveda as brand ambassador, Patanjali has become very successful producing over 400 products with revenue of Rs. 5000 crores in 2015-2016 due to media attention, smart pricing, retail outlets, product variety, nationalism, and advertising.

1. Acharya Balkrishna &
Baba Ramdev
By Nitya Mehta
IMBA-4
Sunshine group of institition

2.  Born - 4 August , 1972
 Father’s name - Jay Vallabh
Mother’s name - Sumitra Devi
Education - Sampurnanad Sanskrit Vishwavidyalaya
Nationality - Indian
Net worth - 7.3 billion USD (2018)
Introduction
Acharya Balkrishna

3. Full Name - Ramkrishna Yadav
Born - 25 December 1965 , Mahendragadh Haryana
Age - 52
Father’s Name - Ram Niwas Yadav
Mother’s Name - Gulabo Devi
Education - Gurukul Kangri Vishwavidhyalaya
Nationality - Indian
Introduction
Baba Ramdev

4.  In 1995 , Ramdev baba was a little known yoga teacher in Haridwar when
his close associate , Acharya Balkrishna , and him set up Divya Yog Trust –
under the aegis of Ramdev’s guru , Swami Shankar Dev’s ashram – to
make Ayurvedic and herbal medicines.
 In 1995 , Acharya Balkrishna went to register his first trust named ‘Divya
Yog Trust’ he didn’t have money to register and to pay a fess of registration.
At that acharya Balkrishna has taken money from friends and relatives and
paid a money for registration .
 Acharya Balkrishna and Baba Ramdev doing work from buying the raw
materials to grinding and mixing , they did everything by themselves.
 Till 1998 , Acharya Balkrishna and Baba Ramdev has distributed medicines
at free of cost .
History

5.  When they got donation of Rs 50000 for medicines , at that time they
thought that by taking donation , we will not be able to help more peoples
for long period. So , they thought to make a product base company.
 After that , they converted “Divya Yog Trust“ into “Patanjali“ .
 In 2006 , “Patanjali” entered formally in market as FMCG company .
 Acharya Balkrishna is a CEO of “ Patanjali Ayurved Ltd. “ and he has 94%
holding of company .
 Baba Ramdev is a Brand ambassador and helper of Patanjali Baba
Ramdev did not any % of holding in Patanjali.
 Patanjali has claimed a revenue of Rs 5000 Cr in 2015-16 , making the top
names in the game sweat .
 Baba Ramdev is prorogating yoga and ayurved to create market for the
product , Balkrishna is creating the products .
 Now , Patanjali is making more than 400 products .
Continue…..

7.  Before Patanjali came into the picture , a large number of people were
already following Baba Ramdev and his yoga .
 Before building brand trust people had already built their trust on his idea ,
yoga was a solution to many problems.
 Even before launching his herbal and organic products Baba Ramdev had
huge a number of people ready to buy his products because when his yoga
did wonders to people , then why would his products not?
 The partnership of Baba Ramdev and Acharya Balkrishna has been
phenomenal , but there many other reasons behind the success story:-
 Media attention
 Smart pricing
 Retail outlets
 Variety of products
 Swadeshi factor
 advertising
Reasons behind Patanjali
success

8. Continue…
 Media Attention :-
Baba Ramdev rose to national fame as a yoga guru
through his programmes on TV channels - Sanskar in 2001 and Aastha in 2003 . He
readily acknowledges the role of the media in his rise . He also told that ‘ my own role
in the rise of patanjali is just 10% , the rest of the credit goes to the media ‘.
 Smart Pricing :-
Profit margins are miniscule because the main aim of patanjali
is not to make profit . Input cost of patanjali is low because they source directly from
farmers avoiding middleman .
 Retail Outlets :-
Patanjali shunned the conventional distribution network , preferring to rely
on its own channels of Super Distributors , Distributors , Chikitsalayas and Arogya
Kendras .

9. Continue…
 Variety of Products :-
Patanjali products have made major inroads - apart
from Desi ghee , its toothpaste Dantkranti , for instance , launched in March 2010 . In
present time , Patanjali is making more than 400 products.
 Swadeshi Factor :-
Patanjali is happy to co-exist with indigenous companies ,
multinational ones are a different matter . The aim of patanjali is to instill swadeshi
pride so that Indian money does not go out of the country .
 Advertising :-
Patanjali’s own advertising was limited in past , but has
increased considerably of late , with ads appearing on general entertainment TV
channels such as Star and Zee.