This document highlights the important points as to why Patanjali should launch its operations in UK. I have considered the socio-economic and political factors for UK to look at the feasibility.

1. LAUNCHING PATANJALI IN UNITED KINGDOM
INTRODUCTION
 UK is one of the most developed area in the world with a GDP of over $2.8 Trillion and
GDP Per Capita of $40,933.
 According to data released by Office of National Statistics, UK has a total population of
over 5.8 crores of which more than 10.5 lakh are Indians.
 The growth of Ayurveda and Yoga in UK has been tremendous in the last few years
leading to:
 More and more Ayurveda companies being launched
 Colleges being setup to offer degrees in Ayurveda and Yoga
 Associations being incorporated to teach Yoga and Ayurveda
MACRO ECONOMIC FACTORS
United Kingdom has been steadily growing after a deflationary phase in 2012. Even though the
growth has not been very impressive, it is still a sign of recovery after the Crisis in the Eurozone.

2. The British Pound had been quite stable between the band of 1.5 to 1.7 Dollar to a Pound. But
after the recent Brexit vote, there was a sharp depreciation in the Pound and it fell to around
1.3 Dollar to a Pound. This is said to be a short term reaction to the surprise decision of exiting
EU. It is said that Pound will stabilize soon.
The Interest Rate in the UK was reduced to 0.5% after the Sub-Prime crisis from over 6% earlier.
Even after such low rates, the economy didn’t pick up pace and it rattled under the pressure of
Eurozone crisis. In June 2016, The Bank of England reduced the interest rates further to 0.25%
to further stimulate the economy.
AYURVEDA IN UNITED KINGDOM

3. The trade and practice of Ayurveda flourished in the UK in late 80’s. The main players who
flourished by the end of ‘90s are
 The Maharishi Ayurveda people who were successful in establishing a separate identity
for themselves.
 The Indian led Ayurveda lobby controlled by Ayurveda Company of Great Britain, which
was established in 1989.
 The Sri Lankan led Ayurveda lobby under the banner of Ayurveda Medical Association
 A group of Ayurveda Medicine Traders under Mr. Sandeep Garg of Vedic Medical Hall Ltd.
 The International Ayurveda Foundation, which has stakeholders allover Europe and India,
was established in 2002. It has been pursuing with the agenda of Global Recognition of
Ayurveda from 2002 onwards. The Foundation is working closely with the Indian
Government and has over 100 stakeholders around the world.
 The Ayurveda Collegeof Great Britain (ACGB)launched in 1999, started a part time three-
year Bachelor of Ayurveda (Hons.) (B.A. Hons) Course in affiliation to the Thames Valley
University (TVU). The TVU graduates were offered a registration under BAMC/BAAAP,
which were the Ayurveda professional Associations run by ACGB.
 Lately, The Ayurveda College UK has started a BSc and MSc course in Ayurveda in
collaboration with the Middlesex University.
 The latest entrants to the Ayurveda Field are the Ayurveda Practitioners’ Association.
They are closely working with the European Herbal Practitioners’ Association and the
MHRA of UK for establishing a Statutory Regulation for Ayurveda Practitioners in UK.
 Due to the rising awareness of people and with growing demand, there has been an
enormous growth in the number of Ayurvedic Practitioners and Therapists around Britain.
DISTRIBUTION CHANNEL

4.  With 92.6% internet penetration, Great Britain is one of the most connected countries
in the world.
 Thus, Patanjali should leverage this and go online as well as offline.
 Patanjali should make their products available in Supermarkets such as Walmart, Tesco
etc. and also sell it online through their own website and through Amazon, Tesco etc.
 Patanjali will first have to identify which are the areas it would be targeting initially.
 Based on that decision, it will have to open various warehouses around Britain in order
to service those areas.
 This will serve two purposes: It will be able to transfer the goods to the super markets
easily and also it will be able to directly deliver the goods to the people in those areas
who order online through the website.
 It will have to open a Master Warehouse near the port it will be exporting to.
 From there, the goods will be transported to other smaller warehouses in different
locations around Britain.
 The goods can be then transported from the warehouse to the Supermarkets such as
Tesco, Walmart etc.
 Patanjali should only make their products available in supermarkets and not in other
stand-alone retail stores.
 They can take a designated area in the supermarket and display all the Patanjali
products there, just as they do in Indian supermarkets such as D-Mart, Reliance Fresh
etc.
MARKETING AND PROMOTIONAL ACTIVITIES
 As Patanjali will be facing major competition of other established competitors such as
Maharishi Ayurveda, Ayurveda Company of Great Britain, Ayurveda Medical Association
and International Ayurveda Foundation to name a few, it will have to aggressively
market its products for the people in Britain, especially Indians to take note of it.
 Baba Ramdev has a huge fan following around the globe. More than 85 million people
watch his yoga sessions on TV in more than 170 countries. He should leverage this fact
in all his promotions and marketing activities.