YEARLY REVENUE swot analysis- strengt weakness opportunity threats PRODUCTION UNITS SERVICE DISTRIBUTION PORTER 5 FORCES MODEL vision and mission

2. Year Revenues(In ₹ Crore)
2009-10 200
2010-11 317
2011-12 446
2012-13 850
2013-14 1,200
2014-15 2,006
2015-16 5,008
2016- 17 11,526[3]

3.  Strong patriotism
 Ayurveda and Herbal
 PENETRATION
 Strong Distribution channels(15,000 outlets
across India)
 Word-of-Mouth Promotion

4.  Over dependency on Ramdev
 A low number of manufacturing units
 Penetration is not long term
 PRODUCT DEPENDENCE
 Lack of experienced management graduates
 Low margin to distributors

5.  Growing organic sector
 Expand Rural
 Going Global
 Tie ups
 Diversify

6.  Increasing Competition: FMCG majors such
as HUL, Marico
 Negative Word-of-Mouth
 Poor reap can affect business(heavily
dependent on natural ingredients)
 Price war: A price war is good for consumers
but it is detrimental for business.

7.  Patanjali Food and Herbal Park at Haridwar is
the main production facility operated by
Patanjali Ayurved.
 The company has a production capacity
of ₹350 billion (US$5.2 billion) and is in the
process of expanding to a capacity of ₹600
billion (US$8.9 billion) through its new
production units at several places, including
Noida, Nagpur, and Indore.

8.  INDIA
 SOUTH ASIA (NEPAL,BANGLADESH)
 MIDDLE EAST(SRILANKA)

9.  ON FORBES LISTS
 #274 Billionaires 2018(WORLD)
 #19 India's Richest 2017

10.  Patanjali Ayurveda has tied up with Pittie
Group and Kishore Biyani's Future Group on 9
October 2015.
 As per the tie-up with Future Group, all the
consumer products of Patanjali will be
available for the direct sale in future group
outlets.
 Patanjali Ayurveda products are also
available in modern trade stores
including Reliance retail, Hyper city and Star
Bazaar apart from online channels.

11.  BARGAINING POWER OF CUSTOMER
PAY LESS ENJOY MORE
 BARAGAINING POWER OF SUPPLIER
GET MORE GIVE LESS
 RIVAL FIRMS
EXISTINGS PLAYERS
 NEW ENTERANTS
STARTUP
 SUBSTITUTE
ALTERNATIVE

12.  Keeping Nationalism, Ayurved and Yoga as
our pillars, we are committed to create a
healthier society and country. To raise the
pride and glory of the world, we are geared
up to serve people by bringing the blessings
of nature into their lives. With sheer
dedication, scientific approach, astute
planning and realism, we are poised to write
a new success story for the world.

13.  Making India an ideal place for the growth
and development of Ayurveda and a
prototype for the rest of the world.

15.  https://www.patanjaliayurved.net/

16.  Patanjali ke varshik turnover ko lekar deshbhar me videshi companies me zabardast bechaini hai,” Ramdev happily made a comment
during the meet. A plethora of Patanjali products were on display in a hall where people gathered to catch a glimpse of the variety of
products that the company offers.
 Patanjali’s Ayurved division is the star performer for Baba Ramdev’s brand. Some of the flagship products of the fast growing Patanjali
brand are Desi Ghee, Dant Kanti toothpaste, Kesh Kanti shampoo and herbal bath soap and Patanjali Honey. Patanjali ghee is the largest
selling product of the company. Patanjali claims that its shampoo has a 15% market share, toothpaste 14%, face wash 15%, dish wash
35% and honey 50%.
 Patanjali ghee:
 Patanjali desi ghee is the largest selling product of the company. As per details mentioned on the company’s website, Patanjali cow ghee
is ultimate in its pure quality and is advantageous to your whole family. The desi ghee comes for Rs 270 for a 500 gram packet. During
the fiscal year, Patanjali ghee had sales of Rs 1,467 crore. This accounts for 13.9 % of the total revenue generated in FY17. Patanjali has
already garnered more than 5% market share and aims to further increase to 13% by FY20.
 Patanjali Dant Kanti
 From dental protection to dental beauty, Patanjali Dant Kanti toothpaste serves the purpose. During the fiscal year, Patanjali’s DantKanti
had sales of Rs 940 crore which accounts for 8.9% of the total revenue generation. Patanjali has captured 14% market share because of
the sale of Dant Kanti. The dental cream is a marvellous product to protect the teeth with Akarkara and babul are the prime ingredients
to protect the power of gums. The toothpaste also has Neem, Timbaru (Strychnos nux vomica or Diospyros), Turmeric and cloves that
provide great protection and remove bacteria while Pudina and pippali refresh the gums. The toothpaste roots out all the dental problems
like pioria, gingivitis, bad odour in gums if it is used every day.
 Patanjali Kesh Kanti
 Patanjali’s hair care brand Kesh Kanti had a turnover Rs 825 crore in the 2016-17 which accounts to 7.8% of the total revenue generated.
At Rs 825 crore, Patanjali’s hair oil sales are higher than that of key player Bajaj Corp. Patanjali’s hair care product provides deep
nourishment and strengthens the hair roots, prevent hair fall and dandruff, prevent greying hair and split ends. It is very useful in
sleeplessness issues and headache.
 Patanjali herbal bath soap
 Patanjali herbal bath soap generated revenue of Rs 574 crore during the fiscal year 2016-17. It’s soap Kanti Panchgavya (cow urine, cow
dung, curd, ghee, milk) components and exclusive good herbal soap and are excellent healthy products for the protection of body, skin
and hair. Patanjali’s Lemon Body Cleanser is useful in rejuvenating, nourishing and glorifying the skin while its Mint Tulsi is useful in
removing dryness and roughness of skin
 Patanjali honey
 The company sold honey worth Rs 350 crore which it hopes take to Rs500-600 crore next year. Patanjali Honey has fructose, minerals,
vitamins and natural nutritious elements and is a good quality antiseptic and blood refiner. The jaggery and sugar available in the open
market have dangerous chemicals and polluted contents. Hence, the naturopathy doctors tell sugar as white poison. Thus, use Patanjali
honey for sweetness and remain healthy forever. Meanwhile, Patanjali’s kachhi ghani mustard oil will cross Rs1,000 crore in sales next
year from Rs522 crore this year, Ramdev said. “So far, the CEOs of multinationals were sleeping peacefully considering that the market

17.  Patanjali to be 'non-profit' firm, aims to beat
HUL next year in sales
 Ramdev pointed out that Patanjali has spent
over Rs 100 billion by now in charity

18.  Patanjali has set before it a target of doing
charity of Rs 1 trillion. As a first step, Ramdev
has set up a charitable organization, Patanjali
Seva Trust.
 Outlining the organization's various ambitious
projects he added that in next 10 to 15 years,
Patanjali will turn into "a centre of education
bigger than Nalanda and Takshashila, the two
famous ancient Indian universities." Besides, by
the middle of 2018, an education hub of about
10,000 students will be set up, he said.


19.  Why Patanjali plans to turn into a non-profit firm?
 Radhika Jain, partner, Grant Thornton India Llp told Mint, "In the
structure where a Trust is the holding entity, the tax liabilities go
to the holding entity. And, if the Trust’s motto is to use all
income for charity, it gets huge tax advantage....A trust as a
holding entity ensures the succession of the company’s assets,
wealth preservation in perpetuity."
 According to India’s Income Tax Act, Charitable Trusts and
Section 8 companies, including non-government entities, can
claim tax exemption under Sections 11, 12, 12A, 12AA and 13 of
the Income Tax Act.
 The Income Tax Act does not prohibit a charitable trust from
carrying on business and income generated from businesses
undertaken by a charitable trust shall also qualify for tax
exemption provided certain conditions are fulfilled.


20.  BCG Matrix in the Marketing strategy of Patanjali –
 The business segments in which company deals in our
Healthcare & Ayurvedic products, packaged foods, and
cosmetics & home care.
 The different business segments of Patanjali are Stars in
the BCG market due to the high acceptability of its
products in the market.

Brand equity in the Marketing strategy of Patanjali –
 Baba Ramdev himself being the face of the promotions of
the Patanjali products is helping the brand in maintaining
high TOMA (top of mind awareness). Also, the products
appeal and benefits are such that it is helping the brand to
be a household name in India offering products for a
kitchen to home care.

21.  Ramdev also launched a new business policy called “Prosperity for Charity” and said he would
set up a residential school for children of soldiers who have been killed. It will be called the
Patanjali Avasiya Sainik School and located around the National Capital Region, he said.
 Going forward, in the current fiscal, Patanjali is looking to double its sales at over Rs 20,000
crore. “The pace at which we are going, we will soon be India’s biggest swadeshi brand and
dislodge many foreign players,” he said, sitting on the dais right next to Acharya Balakrishna,
CEO of the Ayurveda company and his right-hand man. “It looks like some are sleeping
peacefully now. But that is not true.”
 Ramdev had by his side today his aide Balkrishna, who is a co-founder of Patanjali and its
managing director. Balkrishna, 44, is on the list of India’s richest now and Patanjali is one of
the fastest growing consumer goods companies in the country. Ramdev hosted Prime Minister
Narendra Modi during the inauguration of Patanjali Research Institute Patanjali Yogpeeth near
Hardwar and declared him “Rashtra Rishi”, or “saint dedicated to the country”. “Patanjali and
Ramdev gave me a surprise in form of the honour of ‘Rashtra Rishi’. Now I have more
responsibilities to work harder,” the Prime Minister said.
 Ramdev said that in India, FMCG has meant MNCs so far. “We at Patanjali have broken that
monopoly,” We are not a corporate house. Our products have no chemicals and are priced at
ranges that are affordable to people”, he added. The yoga practitioner said that the company
will create more entrepreneurs and shall have a distributor’s network of 6,000 now. He further
added that Patanjali Ayurveda Ltd will continue to be headed by a monk like him and not a
businessman. In a jovial tone, Ramdev said that “foreign companies would have to do
the Kapaal Bhaati (a breathing exercise) after hearing that figure.”

22.  On 21 June 2017, The Nepal Department of
Drug Administration asked Patanjali Ayurved
in a public notice to immediately recall six
medical products as they were found to be of
“substandard quality”
 Patanjali’s Amla juice had also been
suspended by the armed forces’ Canteen
Stores Department (CSD) in April after it failed
the quality test at a Public Health Laboratory
in Kolkata.