Patanjali Ayurved is an Indian multinational consumer goods company founded in 2006 and based in Haridwar, India. It manufactures cosmetics, ayurvedic medicine, and food products. The company was founded by Ramdev and Balkrishna and has grown rapidly since its inception. It surpassed Dabur to become one of the largest FMCG companies in India, though its growth has slowed in recent years. This document compares Patanjali and Dabur, analyzing their revenues, strategies, and competitive positions in the Indian consumer goods market.

1. ACCOUNT FOR MANAGERS
PATANJALI BENCHMARKING PROFITABILITY
& COMPARISION WITH DABUR
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Presented By
:RAHUL
RAGHWENDRA
SHASHANK
NOOTAN
SAURABH
JYIOTI
VISHAL
PRESENTED TO:
DR. SUCHITA SINGH
GL BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH
Plot No-2, Knowledge Park –III, Greater Noida
PGDM BATCH – 2021-2023

2. PATANJALI
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3. INTRODUCTION
PATANJALI IS NAMED ON MAHARISHI PATANJALI PATANJALI
WHO CREATED THE YOGA SUTRAS ( 400 AND 500 CE)
PATANJALI AYURVED (COMMONLY KNOWN AS PATANJALI) IS
AN INDIAN MULTINATIONAL CONSUMER PACKAGED
GOODS COMPANY BASED IN HARIDWAR, INDIA.
IT WAS FOUNDED BY RAMDEV AND BALKRISHNA IN 2006 ( 15YR
AGO).
ITS OFFICE IS IN DELHI, WITH MANUFACTURING UNITS AND
HEADQUARTERS IN THE INDUSTRIAL AREA OF HARIDWAR (U.K)
THE COMPANY MANUFACTURES COSMETICS, AYURVEDIC
MEDICINE, AND FOOD PRODUCTS.
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4. HISTORY
RAMDEV AND BALKRISHNA ESTABLISHED PATANJALI AYURVEDA IN 2007.
BALKRISHNA OWNS 94 PERCENT OF THE COMPANY, AND THE REMAINDER IS
DISPERSED AMONG OTHER INDIVIDUALS. IN MAY 2021, BALKRISHNA HAD A NET
WORTH OF US$2.3 BILLION.
ACCORDING TO CLSA AND HSBC, PATANJALI WAS ONE OF THE FASTEST-
GROWING FMCG COMPANIES IN INDIA IN 2016. IT WAS VALUED AT ₹3,000 CRORE
(EQUIVALENT TO ₹37 BILLION OR US$490 MILLION IN 2020).PATANJALI
ESTIMATED ITS ANNUAL TURNOVER FOR THE 2016–17 FISCAL YEAR AT ₹10,216
CRORE (US$1.4 BILLION). ACCORDING TO A REPORT BY INDIA INFOLINE (IIFL), AT
LEAST 13 LISTED COMPANIES WOULD BE AFFECTED BY PATANJALI'S SUCCESS;
THEY INCLUDED COLGATE, DABUR, ITC, AND GODREJ CONSUMER PRODUCTS.
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5. REASONS BEHIND SUCCESS OF PATANJALI
• MARKET NEEDS
• NUMBER OF PRODUCTS
• FREE YOGA
• PRICING
• MADE IN INDIA
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6. FALLBACKS OF PATANJALI
• 2016- 2017 PATANJALI’S SALES, IN TERMS OF VOLUME, HAS SHRUNK IN URBAN AREAS, WHEREAS
ITS GROWTH HAS REDUCED TO A THIRD IN RURAL AREAS.
• 2017-2018 RAMDEV’S PATANJALI VIRTUALLY STOPPED GROWING IN THE 2017&18, BECAUSE
PATANJALI PUTS IT TO SUPPLY CHAIN DISRUPTIONS CAUSED DUE TO DEMONETIZATION.
• PATANJALI EXECUTIVES ALSO LACKED THE SOFTWARE NEEDED TO EFFECTIVELY TRACK SALES.
BUT HE POPPED UP ON THE CAMPAIGN TRAIL TO SUPPORT THE BJP IN THE APRIL-MAY ELECTION.
THE MIXED MESSAGE HAS RUFFLED SOME IN THE BJP'S POWERFUL FOUNTAINHEAD, THE RSS.
RAMDEV, ONE SENIOR RSS OFFICIAL SAID, "MAKES DIFFERENT KINDS OF STATEMENTS THAT
MAKES IT DIFFICULT TO PUT TRUST IN HIM
• 2019 THE FIRM’S SALES VOLUME HAS DECLINED BY 2.7 PER CENT IN URBAN AREAS FOR THE
FINANCIAL YEAR ENDING APRIL
• 2019.31 DECEMBER SALES OF JUST RS 4,700 CRORE IN THE NINE MONTHS TO 31 DECEMBER (FOR
FY 2018-19).IT IS THE SECOND SUCCESSIVE POOR YEAR FOR THE COMPANY
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7. PATANJALI STRATEGY
• THE BRANDED HOUSE: IN THIS STRATEGY, THE COMPANY IS THE BRAND.
ALL THE PRODUCTS PRODUCED WILL BE PROMOTED UNDER ONE BRAND.
• THE HOUSE OF BRANDS: IN THIS STRATEGY, THE FOCUS IS ON
DEVELOPMENT OF SUB-BRANDS RATHER THAN ONE PARENT BRAND. THIS IS
PRIMARILY DONE TO REMOVE THE DEPENDENCY OF THE COMPANY ON ONE
SINGLE BRAND. SO, IN CASE IF ONE BRAND DOESN’T DO WELL, THE COMPANY
CAN STILL EARN REVENUES FROM OTHER BRANDS AND THE FAILURE WON’T
HURT THE COMPANY BADLY.
• LOW OR NO ADVERTISING: AND PROMOTION EXPENSES ARE HELPING
THE COMPANY BY KEEPING ITS PRICES LOW AND MAKE IT AFFORDABLE
WITHOUT COMPROMISING ON QUALITY.
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8. COMPETITORS
• HINDUSTAN UNILEVER LIMITED (HUL) :-IS
A CONSUMER GOODS COMPANY HEADQUARTERED
IN MUMBAI INDIA. IT IS A SUBSIDIARY OF UNILEVER, A
BRITISH COMPANY. ITS PRODUCTS INCLUDE FOODS,
BEVERAGES, CLEANING AGENTS ,PERSONAL CARE
PRODUCTS, WATER PURIFIERS AND OTHER FAST-MOVING
CONSUMER GOODS.
• DABUR LTD :-IS AN INDIAN MULTINATIONAL
CONSUMER GOODS COMPANY, FOUNDED BY S. K. BURMAN
AND HEADQUARTERED IN GHAZIABAD, UTTAR
PRADESH.IT MANUFACTURES AYURVEDIC MEDICINE AND
NATURAL CONSUMER PRODUCTS, 8

9. REVENUE CHART
OF LAST 10 YEARS
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Year
Revenue
(₹ (crore)
2010-11 100
2011-12 300
2012-13 841
2013-14 1,184
2014-15 2,006
2015-16 8,000
2016-17
10526
2017-18 9500
2018-19 8330
2019-20 9,022

10. 10
COMPARISION BETWEEN
PATANJALI AND DABUR

11. TREND ANALYSIS
PATANJALI V/S DABUR
PATANJALI DABUR INDIA
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12. PATANJALI V/S DABUR
PATANJALI DABUR INDIA
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13. PATANJALI V/S DABUR
PATANJALI DABUR INDIA
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14. PATANJALI V/S DABUR
PATANJALI DABUR INDIA
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15. PATANJALI V/S DABUR
PATANJALI DABUR INDIA
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16. PATANJALI V/S DABUR
PATANJALI DABUR INDIA
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17. PATANJALI V/S DABUR
PATANJALI DABUR INDIA
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18. PATANJALI V/S DABUR
PATANJALI DABUR INDIA
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19. LATEST NEWS
Baba Ramdev announced, FPO will be introduced next year to reduce the stake of
promoters in Ruchi Soya.
Patanjali expects turnover of 25,000 crores in the current financial year,
aims to become the largest FMCG company Patanjali Ayurved completes
acquisition of Ruchi Soya, paid Rs 4,350 crore
Patanjali Group revenue crosses Rs 30, 000 crore mark in FY21: Baba Ramdev
Patanjali clocks Rs 30K-cr turnover in aims to be debt free in 4 yrs.
Herbs used in Patanjali's Coronil tablet fit for use - STUDY

20. CONCLUSION
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