This presentation is all about how PATANJALI was created and how fast they became a 5000 Cr company in 2016

2. Case study of
Rising Indian
FMCG Brand
Inspired by:
Book Jivan Darshan

3. Objective:
– To share 4 P’s of Rising Indian FMCG brand
Patanjali.

4. About the Organization
– Patanjali ayurved limited, started in 2007, (Initiated in 1997)
– Who owns the company?:
– Acharya Balkrishna
– Former CEO SK patra, an IIT-IIMA alumnus, left the company in 2014
– Turnover: 5,000 crore (US$740 million) for the fiscal 2015–16₹
– Patanjali also sells its products online
– Patanjali ayurveda has tied up with pittie group and kishore biyani's future group (30 cr.) On 9
October 2015.
– Claims the company is not for business but ‘social change’
– In 2016, the patanjali food and herbal park was given a full-time security cover of 35 armed central
industrial security force (CISF) commandos.
– The park will be the eighth private institute in India to be guarded by cisf paramilitary forces.
–

5. Product Portfolio
– The company manufactures 444 products including 45 types of cosmetic
products and 30 types of food products.
– Invest over Rs1,150 crore in the current fiscal to set up six processing and one
R&D center

7. Category wise sales

8. Revenues

10. Cash Flow
– From YOGA:
– Rs. 11 lakh to become a member of Patanjali Yogpeeth, Ramdev's flagship yoga
institute
– Rs. 5 lakh for founder members
– Rs. 2.5 lakh for patron members
– Rs. 1 lakh for life members and so on.
– Current turnover of Patanjali Rs. 5000 Crore
– Year 2015 Profit after tax Rs. 316 Cr.
– Donation in trust (Rs 87.89 crore in FY14)

11. Customer Profiling:
– Health conscious consumer
– Want qualitative products at cheaper prices (Compared to other companies)
– Indians who want to use Indian products and help national development
(‘Bharat Swabhiman Andolan’ )
– Those who want to use Ayurveda (Safe) products which has natural
advantages
– Baba Ramdev’s Followers (20 Crore attendees till date through 5 lakh Yoga
teachers)

13. Price:

14. Place:
– Patanjali Ayurved sells through nearly:
– 15,000 exclusive outlets (Will be grown to 1,00,000)
– 5000 franchisee outlets till May 2016.
– Big Bazaar: 30 Cr. Monthly
– Online Sales:

15. Promotion
– Unsolved problem: Consumers are somewhat unsure of the benefits of the current products
– Solution: Ayurvaidic products from expert of Ayurveda and functioning of human body (Yoga)
– Yoga Classes
– Tele-Vision (All Age group)
– Online promotions (On site)
– Soon on Amazon
– Two Brand ambassador:
– Baba Ramdev (Physical fitness expert)
– Acharya Balkrishna (Ayurveda expert)
– Price Competitiveness (Word of mouth)
– Product Differentiation
– Appointed: McCann and Mudra global consultancy agency for promotion (Advertisement on TV)

17. Key Success factors
– More than 1 lakh free yoga classes every day
– Database of camp visitors
– Year 2002 : aastha television shows
– Partnership with various prominent T.V channels world wide
– High profits (local sourcing) is minimum marketing expenses
– Support for narendra modi during the 2014 lok sabha elections (advantages under
make in india)
– Cash cow products:
– Ghee, honey and toothpaste

18. In Process:
– Reliance Retail store, Reliance Fresh entered into agreement and offered exclusive kiosks.
– Expand sales to online and bring it on e-commerce majors like Amazon.
– Patanjali will focus on six big product portfolios to drive its growth:
– A breakfast range including cornflakes,
– 'healthy' noodles,
– Ghee,
– Kesh Kanti (hair care products),
– Dant Kanti (oral care products), which is already a Rs 250 crore range, and
– Chaywanprash.
– Power Vita as a direct competitor to brands like Bournvita (Market size of the malted food
drinks business in India is Rs. 20,000 crore )
– Hiring executives from FMCG rivals.

19. Sources:
– Times of India
– Economic times
– Simplus Information Services Pvt. Ltd.
– Wikipedia
– Patanjali Website