Patanjali Ayurved Ltd was established in 2006 by Yogrishi Ramdev Baba and Achaarya Balkrishna. It manufactures herbal and Ayurvedic products with a vision to establish India as a global leader in Ayurveda. Patanjali has achieved tremendous growth, becoming India's fastest growing FMCG company with over 47,000 retail outlets within a short time. It aims to expand globally and compete with large MNCs through effective marketing strategies including reasonable pricing, widespread promotion and establishing retail presence across India. Patanjali has ambitious future plans to achieve Rs. 10,000 crore revenue and expand globally within 5 years.

1. VASANTA COLLEGE FOR WOMEN
(Rajghat)
Project Report
On
PATANJALI AYURVED LTD
SUPERVISED BY:-
DR. UMA DEVI
SUMMITED BY:-
ADITI
ANKITA SINGH
ASMAT SAYEED
DIVYA JAISWAL
PRIYA SONI
RAKSHANDA SONKAR
JAHNAVI RUNGTA
JAYA RANI MAHANTO
SONAL
(B.COM 2ND YEAR)

2. Established by Achaarya Balkrishna in
2006.
 Founder- Yogrishi Ramdev Baba
 Headquarter- Haridwar (UK), India with
modern equipments
 Director- Swami Muktanand
 The Patanjali Ayurved Limited is
an Indian FMCG company.
 The company manufactures mineral
and herbal products.
About the Company

3. .....continued
 It also has manufacturing units in Nepal under the
trademark Nepal Gramudhyog and imports majority of
herbs in India from Himalayas of Nepal.
 Patanjali Ayurved Ltd has achieved a tremendous
presence around the globe and throughout India in a
very small time since its inception in 2006. We have
more than 47000 retail counters, 3500 distributors,
multiple warehouses in 18 states and proposed
factories in 6 states.
 According to CLSA and HSBC, Patanjali is the fastest
growing FMCG company in India.

4. .......continued
 The company recognize farmers as their main assets. They
provide herbal and organic products on contract farming. The
company takes various initiatives for farmers to raise their
income and provide surety towards sale of their produce.
 With a growth rate of 130%, the Patanjali Group is planning to
make a foray into major global markets. As the group is
already present in markets like the US, Canada, the UK,
Russia, Dubai and some European countries, it is willing to
spread its wings wider and farther.

5. Objectives of Patanjali Company is categorised
into two categories i.e.
VISION
MISSION
OBJECTIVES

6.  GAU SANVARDHAN: Patanjali has vowed to protect
all indigenous breeds of cow found in India .
 EDUCATION: ‘Acharyakulam’, a residential
educational institute, has been started to provide
Vedic-cum-Modern education to students.
 POOR RELIEF: To facilitate the worthy poor, helpless
orphans by providing clothes, food, education and
shelter.
VISION

7. …..Continued
PATANJALI RESEARCH INSTITUTE: To establish globally
the Great Vedic knowledge of Ayurveda of our ancient
Indian saints and sages.
YOG SEVA: To achieve complete eradication of all the
sorrows, physical illness, mental peace and attainment of
bliss through yoga.
HEALTH: Patanjali Ayurveda Hospital has been establish
to provide medical services to people and help to create
a healthy environment.

8.  To establish India as the strongest economic and
cultural power in the world.
 To make India an ideal place for the growth and
development of Ayurveda.
 To do welfare of employees or ex-employees of
the company and their families by providing
money, pensions, allowances etc.
 To restart the swadeshi movement.
MISSION

9. NATURAL
HEALTH
CARE
NATURAL
PERSONAL
CARE
NATURAL
FOOD
PRODUCTS
AYURVEDIC
MEDICINES
PATANJALI
PUBLICATION
HERBAL
HOME
CARE
OTHERS
UPCOMING
PRODUCTS
https://www.patanjaliayurved.net/

10. NATURAL HEALTH CARE
https://www.patanjaliayurved.net/

11. NATURAL FOOD PRODUCTS
https://www.patanjaliayurved.net/

12. AYURVEDIC MEDICINES
https://www.patanjaliayurved.net/

13. NATURAL PERSONAL CARE
HAIR CARE
DENTAL CARE
SKIN CARE
https://www.patanjaliayurved.net/

14. NATURAL HOME CARE
https://www.patanjaliayurved.net/

15. PATANJALI PULICATIONS
https://www.patanjaliayurved.net/

16. OTHER PRODUCTS
https://www.patanjaliayurved.net/

17. UPCOMING PRODUCTS
•
http://www.businesstoday.in

18. MARKETING STRATEGIES OF PATANJALI
The four Strategies through which Patanjali has
acquired a good market share are-
 Product Strategy
 Price Strategy
 Promotional Strategy
 Place Strategy

19. INTRODUCTION OF FMCG PRODUCTS
 INTRODUCTION OF NATURAL PRODUCTS WHICH HAVE NO SIDE EFFECTS
 HAS A HUGE RANGE OF PRODUCTS SUCH AS JAM ,SALT,JUICE,WASHING
POWDER,FLOUR ETC.
 PATANJALI VERSUS OTHER BRANDS-
PRODUCTS BRANDS OF PATANJALI COMPETITIVE BRANDS
SHARBAT/SQUASH AMLA,BEL,NIMBU,MANGO KISSAN SQUASH,ROOH-AFZA,MINUTE MAID
JUICE ALOE VERA,AMLA,ANAR REAL,KISSAN JUICE
JAM APPLE,PINEAPPLE,MIX FRUIT JAM KISSAN JAM ,TOPS
SALT SAINDHA NAMAK TATA,ANNAPURNA
FLOUR AROGYA AATA AASHIRWAD
CANDY AMLA,ANARDANA DABUR HAZMOLA
WASHING POWDER UJJWAL ARIEL,TIDE
PRODUCT STRATEGY

20.  REASONABLE PRICE OVER OTHER
BRANDS
 AFFORDABLE BY COMMON MAN
PRICE STRATEGY-

21.  WIDESPREAD PROMOTION VIA TELEVISION AND RADIO
NETWORK
 GROUP INTERACTION BY BABA RAMDEV HIMSELF
 ONLINE PROMOTION
 YOGA CAMPAIGN BY BABA RAMDEV
PROMOTIONAL STRATEGY-

22.  NUMEROUS PATANJALI STORES AND ‘PATANJALI CHIKITSALAYAS’
AND
 ‘PATANJALI AROGYA KENDRA ‘ IN ALMOST ALL CITIES OF THE
COUNTRY
 VIA POST
 SHOPS WHERE YOGA CAMP IS HELD
PLACE STRATEGY-

23. COMPETITORS
INDIAN
COMPETITORS
Zandu Pharmaceutical
Works
 The Himalaya Drug
Company
 Vicco Laboratories
 Dabur India Limited etc.
 Shri Baidyanath
 Marico
FOREIGN
COMPETITORS
Procter and Gamble
(P&G)
 Hindustan Unilever Ltd.
(HUL)
 Nestle Ltd
 Johnson & Johnson

24. Patanjali products Volume Price Comparable Products Comparable
Price
Packaged Foods
Chyawanprash 1 Liter 450 Dabur Chyawanprash 295
Honey 500 gm 135 Dabur Chyawanprash 199
Wheat Flour 10Kg 280 Dabur Honey 199
Home & Personal Care
Sun Screen Cream 50gm 100 HUL Lakme Sun Expert 190
Neem Tulsi Face Wash 60gm 45 Himalaya Purifying
Neem
55
Dant Kanti 100g 40 Colgate Dental Cream 44
Amla Hair Oil 100ml 40 Dabur Amla 42
PRICE COMPARISON

25. Preparing to put up a fight
 HINDUSTAN UNILEVER LTD.
Company “resurrects” herbal brand, Ayush, launching it online. Plans to increase
“Natural” offering.
 EMAMI
Firm open to acquisition for strengthening the company’s position in the herbal space.
 COLGATE
Firm aggressively advertising it’s active salt neem toothpaste, as it’s volume was hit after
Patanjali’s Dant Kanti.
 DABUR
Firm launching ayurvedic products. Pushing Dabur Honey & Chyawanprash.
HIMALAYA
Recently launched it’s range of wellness products which aim to provide theraputic
solution to consumer.
COMPETITORS

27.  They want to achieve 10,000 crore business.
 To expand the business at the global market in next 5
years
 To Reach the great heights as to lower the demand for
MNC’s .
 Planning to advertise through McCann and Mudra for
next level of Marketing plans.
 Planning to open its outlets at Railway Stations and
Airports.
Future Plans and Goals of Patanjali

28. …..CONTINUED
 Patanjali is already a Rs.2,000 crore brand, but Baba Ramdev
is not finished with it yet. The yoga guru who created the
popular Ayurvedic products brand wants to expand capacity,
and push back multinationals as he fights for what he calls
“economic independence”.
 An enormous project of arranging residential facility for
Yogic Devotion, Treatment, Ayurvedic Karma, Yogic Satha
Karma treatment for approximately five thousand patients.
 Patanjali has plans to open food parks in 4 or 5 locations
: Baba Ramdev
 Baba Ramdev, who calls for taking pride in Ayurveda
products, has words of caution for spiritual gurus building
large consumer goods brands.

29. …..CONTINUED
 To set up the biggest medicinal herbal garden of the
world, in which the divine medicines almost on the
verge of extinction, will be collected and planted. The
target is to set up a world class pharmacy, equipped
with ultra modern apparatuses, to prepare quality and
pure medicines, which will include the Pharmacological
and Clinical study of medicinal matters.
 An enormous Drug Testing Laboratory will be set up
for the Standardization of Ayurvedic medicines.
 There will be a catering department to arrange pure,
balanced and simple food for patients, devotees,
researchers, saints and dedicated servants.

30. …..CONTINUED
 There will be a large cowpen in the 'Peeth' for the
availability of cow-milk, cow-ghrita (clarified butter)
and research will be done on five medicinal
substances (matters) produced by the cow. Also a
project to multiply the number of cows of Indian
breed will be translated into reality.
 There will be a huge Publicity and Public Relations
department equipped with modern computers and
other apparatuses, which will apprise the people of
latest researches and activities being carried out in
the Yoga-Peeth

31. Achievements of Patanjali
 Giant FMCG in only 5 years.
 Accomplished “Make in India Concept”
 Biggest Swadeshi Movement
 Maximum Outlet in minimum Time.
(2007250; 2015 +1,00,000 stores.
 Highest Turnover Cum Profit.
(2007250 crores; 2015 2,215 crores)

32. .....CONTINUED
 Patanjali serves its goods and
services not only in India but in
many other countries like :
Bangladesh, Sri lanka and many
other South Asian countries.
 It has recorded tremendous
growth of around 150% in the year
2015-16 and it is giving tough
competition to the top MNC’s who
had a great established market like :
Hindustan Unilever (HUL), Nestle
etc, Dabur.....etc.
0
1000
2000
3000
4000
5000
6000
FY 13 FY 14 FY 15 FY 16
Revenue in croresRev…

33. Patanjali may go global; needs Rs 1000 cr
investments for expansion