Patanjali Ayurveda is an Indian FMCG company founded in 1997 that manufactures Ayurvedic products. It has experienced dramatic growth in the last decade becoming one of the fastest growing FMCG companies in India. The company's vision is to make India self-reliant through indigenous Ayurvedic products. It currently operates over 4000 franchise stores nationwide and manufactures over 400 products across food, personal care, and medicines. Going forward, Patanjali plans further expansion of its product range and international exports to maintain its strong growth trajectory.

1. Submitted to: Prof. Rupali Satsangi
Submitted By: Sakshi Tomar
Economics Honors

2. CONTENTS
1-Company’s Profile
2- Introduction
3- Vision and Mission
4- Current Scenario
5- Background
6- Product Line
7- Patanjali Shops in Agra
8- SWOT Analysis
9- Future Scenario
10- Conclusion
11- References

3. COMPANY'S PROFILE
NAME: Patanjali Ayurveda Pvt.
Company type: Unlisted Public Company
Category: Company Limited By Shares
Industry type: Manufacturing(FMCG)
Authorized Capital: INR 5000.00 Lakhs
Head Director: Mukta Nand
Managing Director: Acharya Balakrishna
Business Partners:-
1-Bijoor Group
2-Mudra Group
3-Kishore Biyani’s Future Group
4-Mumbai Big Bazaar
5-Hyper City and Star Bazaar
6-Aditya’s Pittie Group
7-BazaarCart.com

4. INTRODUCTION
Patanjali Ayurved Limited is an Indian FMCG company.
Manufacturing units and headquarters are located in the
industrial area of Haridwar while the registered office is
located at Delhi. The company
manufactures mineral and herbal products. It has also
manufacturing units in Nepal under the trademark Nepal
Gramudhyog and imports majority of herbs
in India from Himalayas of Nepal. According to CLSA
Credit Lyonnais Securities Asia and HSBC Hongkong and
Shanghai Banking Corporation , Patanjali is the fastest
growing FMCG company in India. Ramdev baba has
stated in his interview with CNN-News18 that profit from
Patanjali Products goes to charity.

9. VISION AND MISSION
1- To make a disease free world
through a scientific approach to
Yog and Ayurved.
2-To propagate Pranayam as a free
medicine, for the treatment of
diseases, across the globe.
3-To make the world a peaceful place
by using yogic techniques.
4- To establish India as the strongest
economic and cultural power in the
world.
5-To realize the dream of a healthy,
strong, prosperous and advanced
India, free from biases of the caste,
creed, religion, region, corruption
and violence through Yog.
6- To be the best Ayurvedic
Company in the world.
7- To reach zenith height.
8- To re-start Swadeshi Movement.
9- To produce quality goods at
cheaper rates to remove
inequalities among rich and poor.
10-To provide absolutely free
lodging, boarding and medical
treatment for the economically
weaker sections of society.

10. CURRENT SCENARIO
Patanjali Ayurved Limited (PAL) run by a popular Yoga Guru
Baba Ramdev is the fastest growing fast moving consumer
products company in India. It is valued at INR 13000 crores
(US$ 1.9 Billion) and the revenue was in excess of INR 5000
crores (US$ 740 million) for the fiscal year 2015-16. For a
company that started as a small Pharmacy in 1997, Patanjali
has expanded its reach from 200 outlets in 2014 to 4000
franchisee stores at present and launched more than 2
dozens mainstream FMCG products. In all, the company
manufactures 444 products including 45 types of cosmetic
products and 30 types of food products. PAL has expanded
to sell full range of consumer categories from edible oils,
biscuits and noodles to toothpaste, hair and skin care
products and groceries.

11. BACKGROUND
Despite Baba Ramdev being the face of the brand, he does
not own any part of PAL. 92% of the company is owned by
Acharya Balkrishna who along with Baba Ramdev started
the company to manufacture medicines in the 1990’s while
the remaining share is held by a UK based Indian Origin
couple- Sarwan and Sunita Podar who provided initial
financing for the Haridwar Pharmacy. PAL’s annual turnover
for the year 2014-15 increased to INR 2500 crores (US$370
million) as compared to previous turnover of INR 1200
crores (US$180 million) in 2013-14, INR 850 crores
(US$130 million) in 2012-13 and INR 450 Crores (US$67
million) in 2011-12.

13. NUTRITION AND SUPPLEMENTS

14. GROCERY

16. MEDICINES

18. HOME CARE

19. PERSONAL CARE

22. BOOKS

23. PATANJALI SHOPS IN AGRA
Terms and conditions
1- Area: 300-2,000 square ft
2- Investment: 7-70 lakh
3- Minimum demand draft of 50,000 as a security.
4- If shop is on rent then rent agreement is needed.
5- If shop is opened on personal property then property papers are
needed as a security.
6- There is no exchange for goods which are destroyed or expired.
7- 10-12% of profit is owned by the shop owner.
8- Rent, electricity bill and other expenses are paid from the profit.
9- For selling medicines license is permitted by PAL.
10- There should be a distance of
100-300 mt. for opening a shop in one locality or area.

24. PATANJALI SWADESHI
STORE
DETAILS
Location: Rajpur Chungi
Year of establishment: 2016
AREA: 300 sq. ft
Investment: 8 lakh
Demand draft of Rs. 50,000
Shop is on rent.
Deal with cosmetics and grocery items.
Get 10% from the profit.
Average sale of all products.
30-50 customers come per day.
Profit: 20-25 thousand per month.
Mustard oil and ghee have high demand.
Giloy vati and giloy juice are highly demanded at the time of chicken
guinea.

28. PATANJALI CHIKITSALAYA
Details
Location: Kamla Nagar
Year of Establishment: 2010
Area: 500 sq. ft
Investment: 50 lakh
Demand Draft: 5 lakh
Profit: 2.5 lakh per month
Listed in:
1- Ayurvedic medicine shop
2- Ayurvedic doctors

34. SWOT ANALYSIS
STRENGHT
A dramatic growth of PAL has been achieved in less than a
decade. Strong factor behind PAL success story is the
“strong consumer loyalty”. Not just its consumer are
sticking to its Products, many of them are acting as “Brand
Ambassador”. The consumers like PAL products due to
various factors like superior perceived quality at low Price,
Faith in Brand and trusted Brand Ambassador Baba Ramdev.
PAL opted for much safer pricing strategy by offering better
quality products at lower cost for the benefit of good health
of the people and projecting themselves as “No profit
company”.

35. WEAKNESS
The major challenges for PAL is to attract/ reach out
to non yoga nationalists section of the society as
well as Brand Savvy younger generation of the
country. If PAL maintains the speed of success by
launching need based products by “Disruptive
Innovation”, younger generation would surely
attracts to their products. PAL should launch new
products targeting younger generation and giving
alternates to their existing favorite brands at low
price and superior quality.

36. OPPORTUNITY
Baba Ramdev capitalized on the opportunity of
reliable Swadeshi brands (Make in India) which
Indian consumers were looking for a long time to
reduce the dependence on Foreign Brands and will
strengthen economy by using the Local/Home grown
Brand. PAL products just started retailing at e-
commerce site “Big Basket” and in talk with
“Amazon” which has started a new food and grocery
gourmet category. It also tie-up with major retail
chains like Reliance fresh.

37. Threat
After the success of Baba Ramdev Promoted Patanjali brand in
the FMCG sector, many players have decided to enter the
market. Sri Sri Ravishankar (Art of living fame) is
contemplating to launch Ayurvedic products soon in the market
followed by another person Isha Yoga Guruji. The latest one
being MSG brand launched by Saint Gurmeet Ram Raheem with
a portfolio of 160+ products. We will have to see how these
brands built their reputation and maintain their presence in the
long term against PAL otherwise these brands will vanish very
soon or end up as Regional or Desi Brands.

38. FUTURE SCENARIO
PAL have very aggressive growth plans in future which is going
to make competitors life very hard. PAL is planning to set up
Cosmetic and Ayurvedic medicine factory in Birgunj, Nepal as
well where they will manufacture various cosmetic and herbal
products.
PAL plans to export honey and cosmetics to 10-12 countries
including USA, UK, Canada, African and Arab countries. They
are planning to expand its product base to Dairy Products and
Yoga clothing. Patanjali Curd, Cheese and other dairy products
will be soon in the Market. PAL is strengthening their own R &
D capability by investing INR 100 crores on research and
Development facility . They have entered into licensing
agreements with Defence organization DRDO for transfer of
Technology as well.

40. CONCLUSION
To conclude I would like to say that Patanjali is
an emerging company as it is successfully
fulfilling the demand of upcoming generation by
launching new products. Its brings Swadeshi
Movement which helps the country to grow and
in future people will no longer rely on foreign
goods.

41. REFERENCES
www.patanjaliayurveda.org
www.justdial.com
Astha live
www.timesofindia.com
www.franchiseindia.com
Patanjali stores in agra
www.cdntimes.com
www.scholar.google.co.in