Patanjali Ayurved is an Indian multinational conglomerate founded in 2006 by Ramdev and Balkrishna. It manufactures cosmetics, ayurvedic medicine, personal care and food products. The company aims to reintroduce Indian ayurveda to the world and make quality products available at affordable prices. It follows a strategy of swadeshi (made in India) and herbal products. Patanjali promotes its products through Ramdev's popularity as a yoga guru and emphasizes affordable pricing. It has grown rapidly due to increasing health consciousness and uses a mix of online/offline distribution and promotions.

1. PATANJALI
प्रक
ृ ति का आशीर्ााद

2. INTRODUCTION
• Patanjali Ayurved, is an Indian
multinational conglomerate holding company,
based in Haridwar, India. It was founded by
Ramdev and Balkrishna in 2006. Its office is in
Delhi, with manufacturing units and
headquarters in the industrial area of Haridwar.
• It manufactures cosmetics,
ayurvedic medicine, personal care and food
products. The CEO of the company, with a 94-
percent share hold, is Balkrishna. Ramdev
represents the company and makes strategic
decisions.

3. AIMS
• Keeping Nationalism
• To be a top Ayurveda Company all MNC’s
• To Re-introduce the Indian Ayurveda
• To crack the world’s attraction to our India.
• To work for the welfare of humanity.
• To produce good quality products at cheaper rates.
• To crack the maximum market share

4. 7P’s
PRODUCT
• Patanjali followed three philosophies when it
introduced any product in the market. These
included Swadeshi (manufactured in India)
products, Ayurvedic products (Herbal) (no
chemicals, preservatives, etc.) and products
with value proposition around wellness and
nutrition.
• Later in 2018, the company expanded its
hands and took over the manufacturing of
clothes also. It even opened a store for
clothing in Delhi under the brand
name, Patanjali Paridhan.

5. PRICE
• Value based pricing ,alignment of cost
customers and competitors.
• Patanjali claimed that its sole objective was to
make quality products and make them
available to the masses at a reasonable price.
Most of the products barring Ghee and hair oil
were priced 10–30 per cent cheaper than the
closest competitor product. However, in
certain categories due to increase in raw
material cost and a need for higher margin,
PAL increased the prices.
Sr.No Product Patanjali
price
Quantity HUL/P&G/ITC/
Dabur/Himalaya
price
Difference in
Price (%)
1 Toothpast
e
75 150g 101 35%
2 Anti-
Dandruff
Shampoo
110 200ml 129 17%
3 Biscuit 10 75g 25 150%
4 Cow Ghee 560 1L 480 14%
5 Amla
Juice.
100 1L 200 100%

6. PLACE
• Patanjali Ayurved is the fastest growing Indian FMCG
Company spreading its wings to neighboring countries such
as Nepal. The company has a production facility in Nepal.
Patanjali is also importing herbs from the Himalayas to
Nepal, and the well-established business relationship allows
Patanjali to quickly spread its wings in Nepal.
• With its growing expansion in India and Nepal, Baba
Ramdev will definitely try to take over the market in several
other countries. With 5000 Crores in revenues, Patanjali will
definitely have a lot of development and growth.
• There are currently 10000 stores in India that sell Patanjali
goods, and these stores exclusively sell Patanjali to make the
local retailers tremble. The penetration rates would only
increase as the product margins are also high. Big Retailers
like D-Mart, BigBazaar, etc. are also selling products of
Patanjali.

7. PROMOTION
• Patanjali Ayurved’s slogan “Prakriti ka Ashirwad” is very
popular. Patanjali Ayurved has gained good popularity and
fame among people because of Due to Yog Guru Baba
Ramdev. This Patanjali brand ambassador is solely
responsible for the brand’s growth. Ramdev has changed
people’s lives with yoga. The reason behind the success of
Patanjali Ayurveda is the contribution of Ramdev and
Balkrishna in Yoga and Ayurveda.
• Although many people moved to Patanjali products due to
Baba Ramdev, a group of Indians began to follow him when
they learned how fine and cheap Patanjali products are.
Marketing campaigns of Patanjali are focused on the
statement which states that “Patanjali’s income is for charity
instead of brand owners.’’
• Secondly, the income generated from daily goods is safer to
stay in India than the profits produced by foreign companies.
To date, Indians have had no alternative to international
products, but they now have domestic products.

8. PROCESS
• Patanjali overcome with modern machinery and
processing technology like: modern tetra pack
packaging, automatic juice purifying, packaging
machine and lab check with 200 lab scientists.
Patanjali products are focused to hygiene and
purity centralized as well.
PEOPLE
• Yog guru Baba RamDev is a public figure who is
associated with the Patanjali. More than 200000
people are working as an unorganized worker
through this organization.

9. PHYSICAL EVIDENCE
• Patanjali is situated in Haridwar as well as Nepal.
Patanjali yogpeeth of Nepal is situated near about
the Himalayas mountains and Patanjali yogpeeth in
Haridwar is situated near to the Rajaji national park
means that these place are full of greenery and
herbs

10. MARKETING STRATEGY
Yoga show
Personal branding
Advertisement
Social media
Face of baba Ramdev
Single brand strategy
Online and offline shopping experience
Digital Marketing Strategy of Patanjali
Patanjali Advertisement and Campaign Strategy

11. KEY TO SUCCESS
 Increasing number of health-conscious people
Less price
Strong distribution channels
Strong brand association with health
Simple packaging, that gives it a ‘natural’ look
Media promotions
 Word-of-mouth promotion
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12. REVENUE

13. CORPORATE SOCIAL
RESPONSIBILITY
• Modern Education through Gurukul System
For girl child
For poor students
• Healthcare
Ayurved Facilities
Research and Development
• Acharyakulam
• Kushthrogi
• Patanjali Gramodyog
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14. ADVERTISEMENT
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15. Thank you