Worked as a summer trainee with Godrej Consumer Products Ltd.,

1. A Competitive Study on Patanjali
Personal Care Products
1
Summer Training Project Report
Submitted to: Godrej Consumer Products Ltd.
Consumer Insights Team
Submitted by: Sushant Lakshmynarayanan (MMS Marketing)
June 2016

2. Background on Patanjali Ayurved Ltd.
• Patanjali Ayurved Limited, located in the industrial area of Haridwar, is the manufacturer of
herbal and mineral products.
• According to CLSA and HSBC, Patanjali is the fastest growing and fast-moving consumer
company in India.
• Patanjali likely to double its revenue to Rs 10,000 crore in FY16 from Rs 5,000 crore in
FY15
• The brand is backed by Baba Ramdev which has fuelled belief in the brand.
• The brand has its presence in categories such as personal care, food, home care, nutrition
& supplements and health care.
• Its stellar growth has fuelled competition with other FMCG companies like HUL, Dabur, ITC
and P&G.
2

3. Research Objective
• To understand key triggers and barriers to Patanjali personal care products range
and chalk out future plans for GCPL accordingly.
3

4. Research Methodology
• Research Design: In-Depth Interviews
• Sample Areas: Mumbai and Lucknow
• No. of Interviews Conducted: 42
17 interviews – Mumbai
25 interviews - Lucknow
4

5. 5
Patanjali Personal Care Products are as below
Dental Care
1) Toothpaste
2) Toothbrush
3) Toothpowder
Skin Care
1) Body Care
2) Face Wash
3) Face Pack
4) Face Cream
5) Foot cream
6) Shave Gel
7) Scrubs
Toiletries
1) Detergent Powder
2) Detergent Cake
3) Hand Wash
4) Soaps
Hair Care
1) Shampoo
2) Hair oil
3) Conditioner
4) Mehendi

6. 6
Categories Explored in this Study
Dental Care
• Toothpaste
Skin Care
• Face Wash
• Bathing Soap
Hair Care
• Shampoo
• Hair oil
• Conditioner
• Mehendi

7. In-Depth Interviews
Toothpaste Face Wash Soaps Shampoos Hair oil Conditioner Mehendi
Users- 2
Aware non
trialist-1
Users- 2
Aware non
trialist-1
Users- 2
Aware non
trialist-1
User- 1
Aware non
trialist-1
User- 1
Aware non
trialist-1
User- 1
Aware non
trialist-1
User- 1
Aware non
trialist-1
TOTAL MUMBAI INTERVIEWS – 17
Toothpaste Face Wash Soaps Shampoo Hair oil Conditioner Mehendi
Users- 2
Aware non
trialists-2
Users- 2
Aware non
trialists-2
Users- 2
Aware non
trialists-2
Users- 2
Aware non
trialists-2
Users- 2
Aware non
trialists-2
User- 1
Aware non
trialist-1
Users- 2
Aware non
trialist-1
TOTAL LUCKNOW INTERVIEWS – 25
Research Profile
7

8. Decoding the findings
8
Way Forward: Recommendations
Decoding Hair Care
Decoding Skin Care
Decoding Dental Care
Understanding Patanjali

9. Section 1
Understanding Patanjali
9

10. Patanjali - Awareness / Triggers and Barriers
• Patanjali has made its presence felt through
Word of mouth publicity
TV ads
Print ads
Swadeshi Advantage: The swadeshi
movement Patanjali has started has
helped gain trust and confidence among
its users.
Brand Ambassador: Patanjali solely
works on Baba Ramdev’ as he is a
renowned name in yoga space.
Ayurvedic Ingredients: With no
chemicals added in their products
patanjali emerged as a winner among
users.
Value for money: Patanjali products are
very much affordable to the Indian
consumer.
Lack of Availability: The weak distribution
network and not enough tie ups with kirana
stores is one major problem.
Trust factor: Since it’s a newer brand and its in
the news due to extensive media coverage, the
trust factor is missing among aware non
trialists.
Triggers
Barriers

11. Dental Care
11
SECTION 2

12. Spontaneous Associations with Dental Care
• Brushing teeth daily
• No bad breath
• Strong & healthy teeth
• No cavity
• No gum problems
• Dental check up
12
Going to the dentist once a
month for clean up.
User Mumbai)
Brushing the teeth is the basic
hygiene which everyone
follows. User Lucknow)
Proper dental care will help
reduce cavity and gum bleed.
Aware Non Trialist Mumbai)
Sign of bad breath
indicates that one is not
taking care of his/her
teeth. Aware Non
Trialist Lucknow)

13. Products & Practices for Dental Care
• Toothpaste
• Used for brushing twice daily
• Needed to remove bacteria, food particles and have fresh breath
• Mouthwash (smokers)
• Used post brushing one’s teeth
• Aids in increasing freshness – considered to have a longer lasting & stronger freshness as compared to toothpastes
• Mint (smokers)
• Carried on oneself
• Consumed post smoking to get rid of bad breath
13
I use listerine twice a week after
brushing teeth it adds to the
fresh breath.
User Mumbai)
I carry a mint along with me to
avoid bad breath.
User Mumbai)

14. Dental Care Needs
No gum
bleeding
No cavity/tooth
decay
No bad breath
Removing germs
14
REMOVING GERMS:
• Germs arise of
tartar and food
particles which gets
stuck in your teeth
• It is critical to
remove them to
avoid tooth decay.
NO CAVITY/TOOTH DECAY:
• Leads to tooth decay due
to bacteria
• It changes the color of the
tooth to black
NO BAD BREATH:
• Gives an unpleasant
odor.
• It’s a clear example
of lack of oral
hygiene.
NO GUM BLEEDING:
• Gums become weak.
• This leads to bleeding
of gums
Dental care is to protect oneself
from cavity and tooth decay. User
Mumbai)
Getting rid of germs
and ensuring there is
no bad breath. User
Mumbai)
It should be seen that
there is no gum
bleeding. Aware Non
Trialist Mumbai)

15. Decoding Toothpaste
15

16. Spontaneous Associations with Toothpaste
Regularly brushing teeth
No gum bleed
Whitening
Fresh flavor
No sensitivity
Toothpaste Usage Habits
• Twice a day
Morning after waking up.
Night before going to bed.
16
Brushing teeth
regularly using a
proper toothpaste.
(User Mumbai
It should help in
stopping gum
bleeding. (User
Lucknow
It should take care of
sensitivity. (Aware
non trialist Mumbai

17. Toothpaste Needs
Addresses
sensitivity
Reduces gum
bleeding
Fights cavity
Fresh breath
Removing
germs
17
FRESH BREATH:
• Toothpaste should
get rid of bad
breath.
• It should fight
germs and other
bacteria.
FIGHTS CAVITY:
• It protects from
cavity/tooth decay.
• It is caused by
bacteria causing
germs.
GUM BLEEDING:
• The toothpaste
ingredients address the
problems of gum
bleeding.
• Making them stronger
SENSITIVITY:
• It should address the
problems of
sensitivity.
• Sensitivity is caused
when one eats
something hot or
cold.
REMOVING GERMS:
• It should help remove
germ causing bacteria
off teeth.

18. Post understanding the dental care needs, let us look
at how the Patanjali users perceived the brands they
were using before…

19. 19
What works
What does not
work
Brand Names Working Not Working
Colgate Active Salt Salt ingredients gave a
good finish to teeth
enamel
• Produced more foam
• Due to high
amount of
chemicals
• Did not address gum
bleeding
• Does not have an
appealing taste
Pepsodent Keeps the mouth fresh • Problem of gum
bleeding never stopped
led to frequent visits to
the dentist
Given these positives and negatives, let us understand
how consumers have decoded Patanjali toothpaste…

20. Understanding Patanjali Dant Kanti
20

21. Spontaneous Associations with Patanjali Dant Kanti
• Baba Ramdev
• Goodness of ayurveda i.e. neem & pudina
• No chemicals
• Reasonably priced
21
Patanjali works on the
term Swadeshi. (User
Lucknow
You start to believe the
product when you know its
ayurvedic. (User Mumbai

22. Key Triggers for buying Patanjali Dant Kanti
Users Triggers
Mumbai • Dentist Recommendation
• Gum bleeding was a
major problem so dentist
recommended to try out
Dant Kanti since it is
ayurvedic.
Lucknow • Strong belief in Ayurveda
• Ayurvedic products are
genuine and more
effective. Patanjali
sources directly from
their factory in Haridwar
to their distributors.
22

23. The Dental Needs Addressed through Patanjali Dant Kanti
23
Addresses
sensitivity
Reduces
gum
bleeding
Fights
cavity
Fresh
breath
√
√
√
√
Note: Patanjali Dant Kanti effectively addresses the above needs.

24. To Sum Up the Toothpaste category…
Brand Name Positives Negatives
Patanjali Dant Kanti • Ayurvedic ingredients
• Gives fresh breath
• Helps addressing
gum bleeding, tooth
decay well.
• Lack of availability
Colgate Active Salt • Easily available
• Cleans the teeth well
• Gives fresh breath
• High on chemicals
• Did not address the problems
of gum bleeding and
sensitivity.
Pepsodent • It kept bad breath
away
• Has a good taste
• Produces foam
• Does not address major
concerns like gum bleeding
and sensitivity.
24

25. 2. Skin Care
25
SECTION 3

26. I. Facial Skin
26

27. Spontaneous Associations with Facial Skin
• Healthy skin
• No dark spots
• No oily skin
• No dryness
27
Skin should breathe
like a healthy human
being. User Mumbai)
It should be free from dark
spots and pimples.
Aware Non Trialist Lucknow)
Facial skin should look
and feel fresh. Aware Non
Tralist Mumbai)

28. Products & Practices for Facial Skin
• Face wash
• Used twice a day
• Used for removing oil and dirt off skin
• Bathing soap
• Used twice a day
• Helps in cleansing the body and keep one fresh.
• Sunscreen lotion
• Used while travelling during summer
• Helps in protecting from sun
28
I apply sunscreen during
summer during
afternoon. User
Mumbai)
I go to spa once in 2
months for facial. This is
only when I have to
attend family function or
any other occasion.
Aware Non Trialist
Mumbai)
I use bathing soap for both
body and skin. I only use
face wash before going out.
User Lucknow)

29. Facial Skin Care Needs
No
dryness/itchiness
No oily skin
No pimples/acne
Clear skin
29
CLEAR SKIN:
• Face should be
clean and clear
• It should be free
from spots
NO DRYNESS/ITCHINESS
• Gives a discomfort to the
skin
• During winter, skin becomes
dry which leads to itchiness.
NO OILY SKIN
• Occurs due to sweat /
and diet
• Tends to give rise to
acne / pimples
Dryness and
itchiness adds to
scars due to constant
scratching. (User
Mumbai
Face should be
free from
acne/pimples.
(User Mumbai
NO PIMPLES/ACNE:
• Pimples are
caused due to
poor diet,
hygiene.
• Acne is caused
due to oily skin
Face should look
vibrant and fresh.
(User Lucknow

30. 30
Decoding Face wash

31. Spontaneous Associations with Face Wash
• Makes skin smooth
• Fresh and active
• Removes dirt and oil
• Gives a youthful look to the skin
• Helps in removing acne and pimple off skin.
Face Wash Usage
Usage:
Twice or thrice a day
• After waking up in the morning
• While travelling
• In the evening after coming back from
office(working) or after doing household
chores(housewives)
31
It removes dirt and oil
off skin makes it look
fresh and active. User
Mumbai)
Smoothens the
skin and leaves a
shine. (Aware non
trialist mumbai
Helps in removing
pimples and acne off
skin. User Lucknow)

32. Face Wash Needs
Youthful look
Smooth & clean
Removes acne
and pimple
Removes oil
and dirt off skin
32
REMOVES OIL
AND DIRT:
• Face wash
needs to
remove
bacteria which
causes oil and
dirt
REMOVES ACNE
AND PIMPLE:
• Acne and pimple
are caused due
to heat leads to
oil accumulation
on face.
• Face wash needs
to address these
problem well.
SMOOTH & CLEAN:
• Post applying
face wash, Skin
should feel
smooth and
clean.
YOUTHFUL LOOK:
• Face wash gives
youthful look to the
skin.
• Expecting some
anti ageing
properties.

33. Post understanding the facial skin care needs, let us look at
how the Patanjali users perceived the brands they were using
before…

34. Brand Names Working Not working
Himalaya Neem Face wash • Presence of herbal ingredients
like neem
• Helped keep the skin neat &
clean
• Does not have an effect on oily
skin
• Does not work on reducing
pimples & acne
Clean n Clear Foaming Face
wash
• Keeps the skin fresh and clean
• Works well for acne and pimple
removal
• Easy to carry
• Does not work effectively on
dry skin
34
Given these positives and negatives, let us
understand how consumers have decoded
Patanjali face wash…

35. Understanding Patanjali Face Wash
35

36. Spontaneous Associations with Patanjali Face Wash
• Neem and tulsi extracts works well on skin
• Keeps the skin clean and fresh
• Removes dirt and oil
• Nice fragrance
• Reduces acne and pimple problems
36
Patanjali face wash
makes the skin
radiant and refreshed
User Mumbai)
Removes dirt and oil
off the skin. User
Lucknow)
The face wash
ingredients work well
on the facial skin
User Lucknow)

37. Key Triggers for buying Patanjali Face wash
Users Triggers
Mumbai • Medical Reasons:
• He used to get scars on
his skin due to allergic
food reaction. Post
which, his doctor
recommended him to
try out the face wash.
Lucknow • TV ads
• Baba Ramdev’s yoga
program on Aastha
channel
Variants users are currently using:
• Aloevera Gel
• Lemon Honey Face wash
• Neem Tulsi Face wash

38. The Facial Skin Needs Addressed through Patanjali Face wash
38
Skin looks
smooth &
clean
Youthful look
Skin looks
smooth &
clean
Removes
acne and
pimple
Removes oil
and dirt off
skin
√
√
√
Note: Patanjali Face wash successfully addresses the above problems except for the youthful
look as Patanjali face wash does not guarantee that.
=

39. To Sum Up the Face wash category…
39
Brand Names Positives Negatives
Patanjali Face wash • Affordable
• Skin feels smooth and clean
• Helps reduce pimple and acne
• Color not appealing.
• Skin feels dry post 4-5 hours
of use
Himalaya Neem Face wash • Presence of tulsi
• Keeps the face neat and clean
• Did not address pimple
problems
Clean n Clear Foaming Face
wash
• Helps keep skin oil free
• Good fragrance
• Comes in small size
• Easily available
• Did not address acne and
pimple problems

40. II. Body Skin
40

41. Spontaneous Associations with Body Skin
• Healthy Lifestyle
• Bathing Soap
• Sun Protection
• Body Lotion
41
Having a proper diet
and eating healthy
food and proper
lifestyle is important.
(User Mumbai
Applying sunscreen
during summers help
fighting skin infection.
(Aware Non Trialist
Mumbai
Applying body lotion
during winters helps
preventing dry skin.
(User Lucknow

42. Products & Practices for Body Skin
• Bathing soap
• Uses bathing soap for both body and skin
• Body lotion
• The skin gets dry and rough during winters, so to reduce it body lotion works effectively.
• Sunscreen
• Sunscreen helps protecting from dark patches on skin caused by excess heat in summer.
42
Bathing soap helps in
keeping the body clean
and refreshed. (User
Mumbai
Body lotion helps
reduces itchiness
caused during
winters.
(Aware Non Trialist
Lucknow
Sunscreen provide sun
protection during
summer heat. (User
Lucknow

43. Body Skin Care Needs
No dryness or
itchiness
No skin rashes
Clean skin
43
Body skin should be
clean and free from
scars. (User Lucknow
No dryness or
itchy skin. (Aware
Non Trialist
Mumbai
NO SKIN RASHES:
• Skin rashes are
caused by various
reactions to the
body.
• Mostly caused due
to heat.
CLEAN SKIN:
• Well maintained &
glowing
• Should be free from,
• Skin rashes
• Heat marks
NO DRYNESS/ITCHINESS
• Dryness
• Caused during
winters as skin
becomes dry
• Itchiness
• Caused by sweating
during excess heat in
summer.
There should be no rashes
on skin especially during
summer. (User Mumbai

44. Decoding Bathing Soap
44

45. • Spontaneous Associations with Bathing Soap
• Ayurvedic Ingredients (users)
• Good fragrance
• Long lasting effect
• Lathers up well
• Bathing Soap Usage Habits
Usage
• Twice or thrice a day.
• For morning bath
• In the afternoon during summer due to
excess heat. (sometimes)
• In the evening after coming back from
work or after doing household chores.
45
A creamy texture to
the soap lathers up
well. (User Mumbai
A bathing soap with
good fragrance
gives a long lasting
effect. (Aware Non
Trialist Mumbai
Bathing soap should be
ayurvedic and it should
have a good fragrance.
(User Lucknow

46. Bathing Soap Needs
Makes one
feel refreshed
Softens the
skin
Reduces skin
problems
Cleansing the
body
46
CLEANSES THE BODY:
• Bathing soap should
remove dirt and other
harmful particles off
your body
• Making the skin clean
REDUCES SKIN PROBLEMS:
• It should help reduce
skin problems
• Skin rashes
• Heat marks
SOFTENS THE SKIN:
• Daily use of bathing
soap should help in
making the skin soft &
smooth.
MAKES ONE FEEL REFRESHED:
• Bathing soap needs to
make one feel refreshed
post bath/shower.

47. Post understanding the body skin care needs, let us look at how
the Patanjali users perceived the brands they were using
before…

48. Brand Names Working Not working
Lux • Refreshing fragrance
• Presence of many variants
• Too much chemicals
• It dries out the skin
• Size of the soap shrinks within a
week of use
Godrej No.1 • Does very good job of cleansing
• Skin feels soft
• Good fragrance
• Lathers up well
• Does not work on dry skin
• Leaves a white mark after
scratching the skin surface
Dove • Perfume like fragrance
• Smooth texture
• Lathers up well
• It is very expensive
• It does not have a lasting effect
on dry skin
Given these positives and negatives, let us
understand how consumers have decoded
Patanjali bathing soap…

49. Understanding Patanjali Bathing Soap
49

50. Spontaneous Associations with Patanjali Bathing Soap
• Herbal ingredients
• Light fragrance
• Makes the skin smooth
• Helps in dry skin
50
Patanjali soap is full of
herbal ingredients which
solves major skin
problems like dry skin, dirt
and oil.
(User Mumbai
Patanjali Rose kanti has a
light fragrance does not
have any chemicals.
(User Mumbai This soap is priced well
considering its herbal
ingredients and other
benefits. (User Lucknow

51. Key Triggers for Patanjali Bathing Soap
Users Triggers
Mumbai The crowd at Big Bazaar where they
have a separate kiosk of Patanjali
products caught attention of the user
from there he bought the soap as well.
Lucknow She first used it on a trial basis, it gave
good results since then she’s been
using it
Patanjali Soap variants users are currently using are as follows:
• Patanjali Aloe Vera Kanti
• Patanjali Neem Kanti
• Patanjali Rose Kanti

52. Body Skin Needs Addressed through Patanjali Bathing Soap
Makes one
feel refreshed
Softens the
skin
Reduces skin
problems
Cleansing the
body
√
√
√
√
Note: Patanjali bathing soap successfully addresses the above needs

53. To sum the bathing soap category…
Brand Names Positives Negatives
Patanjali Bathing Soap • Pure herbal
• Affordable
• Gives a good freshness
• Natural fragrance
• Aloe vera soap gives a cooling effect
• Helps reduce dryness, itchiness and
skin problems like rashes.
• Availability issue
• Packaging not appealing
Lux • Gives a good fragrance
• Skin feels fresh
• Easily available
• Variants
• High amount of chemicals
• Freshness does not last long
Godrej No.1 • Cleansing process was good
• Had a nice fragrance
• Easily available
• Presence of variants
• Does not work on dry skin
• Leaves a white mark after scratching
skin surface
Dove • Has a perfume like fragrance
• Smooth texture
• Lathers up well
• Too expensive
• Does not have a lasting effect on dry
skin

54. 3. Hair Care
54
SECTION 4

55. Spontaneous Associations with Hair Care
• Long and strong hair
• Jet black hair
• Silky and smooth
• No hair fall
• No dandruff
55
Hair should be long,
strong and jet black
(User Mumbai
Hair should be free
from hair fall and
dandruff. (User
Lucknow

56. Products and Practices for Hair Care
• Hair oil
• Used to reduce dryness of hair.
• Helps in adding shine to the hair
• Shampoo
• Used after massaging the hair with hair oil
• Helps in cleansing the hair
• Hair Conditioner
• Helps in smoothening the hair.
• Used during certain occasions like parties. (men & women)
56
Proper use of hair oil
helps get rid of dry hair.
(User Mumbai
Shampoo post applying
hair oil helps cleanse
the hair effectively.
(Aware Non Trialist
Mumbai
Post shampoo use,
conditioner adds shine
and smoothens the hair
(User Mumbai.

57. Smooth and
silky hair
More
volume
No dandruff
No hair fall
Hair Care Needs
57
NO HAIR FALL:
• Rapidly losing hair caused
by
• Dry hair
• Excess use of
chemicals
NO DANDRUFF:
• Greasy patches found
in the hair
• It is mainly caused due
to dry skin
MORE VOLUME:
• Hair should be thick.
• It should not be prone to
breakage, hair fall.
SMOOTH & SILKY HAIR:
• Hair should be free
from split ends and
roughness.
• Proper practices w.r.t.
ones hair care. Proper
use of oil, shampoo and
conditioner.
Hair should be
silky and smooth
with more volume.
(User Lucknow
A proper shampoo
helps reduce dandruff
and hair fall. (Aware
non trialist Mumbai
Hair should be thick
with no hair fall
problems. (User
Mumbai

58. 58
Decoding Shampoo

59. Spontaneous Associations with Shampoo
Shampoo brand
Long luscious hair
Its like a medicine for hair
Shampoo Usage Habits
• Twice a week
After waking up in the morning
During the evening before going
out.
59
Just as we take meds to improve
our health, the same way
shampoo acts as a medicine to
our hair. (User Lucknow
The brand which I
am currently using
strikes my mind.
(User Mumbai

60. Shampoo Needs
Adds shine
No dandruff
No hair fall
60
NO HAIR FALL:
• Dry hair causes
hair fall.
• Shampoo helps
reducing hair fall.
NO DANDRUFF:
• Dandruff is caused
by flaky scalp
• Shampoo helps
addressing the
problem well.
ADDS SHINE:
• Shampoo helps in
adding shine to the hair.
• Hair feels bouncy and
light.

61. Brand Names Working Not working
Pantene Hair Fall Control
Shampoo
• Has a good fragrance
• Keeps the hair clean from oil
and dirt
• Too high on chemicals
• Does not address to hair fall
problem
Clinic All Clear Anti Dandruff
Shampoo
• Shampoo has a good fragrance
• Makes hair smooth and soft
• Works well for hair fall control
• Too much use of chemicals
might harm the hair in future
Vatika Root Strengthening
Shampoo
• Shampoo has natural
ingredients like henna and
olive.
• Works well on dry and rough
hair.
• Does not have a lasting effect
on hair fall
Given these positives and negatives, let us
understand how consumers have decoded
Patanjali shampoo…

62. Understanding Patanjali Shampoo
62

63. Spontaneous Associations with Patanjali Shampoo
• Natural product
• No harmful chemicals
• Reduces hair fall
• Helps in addressing dandruff problem
63
It has helped solve my
problems with hair fall
and dandruff problem.
(User Lucknow
The shampoo is made out
of natural ingredients and
no harmful chemicals.
(User Mumbai

64. Key Triggers for Patanjali Shampoo
Users Triggers
Mumbai • As per the positive word of mouth she got from her mother and
friends she started using it.
• The products are good for daily care as it requires low dosage
Lucknow • Kirana store owner recommended her to buy patanjali shampoo

65. Adds shine
No dandruff
No hair fall
√
√
√
Note: Patanjali Kesh Kanti effectively addresses the above needs
Hair Care Needs Addressed through Patanjali Kesh Kanti

66. To sum the shampoo category…
Brand Names Positives Negatives
Patanjali Kesh Kanti • Smooth texture
• Lathers well
• Works well with dry hair
• Does not cause itchiness
• Post use, shampoo effect stays
for a day
• Does not give a silky feel to hair
• Shampoo color unappealing
Pantene Hair Fall Control Shampoo • Has a good fragrance
• Keeps the hair clean from oil
and dirt
• Too high on chemicals
• Does not address to hair fall
problem
Clinic All Clear Anti Dandruff
Shampoo
• Shampoo has a good fragrance
• Makes hair smooth and soft
• Works well for hair fall control
• Too much use of chemicals
might harm the hair in future
Vatika Root Strengthening
Shampoo
• Shampoo has natural
ingredients like henna and olive.
• Works well on dry and rough
hair.
• Does not have a lasting effect on
hair fall

67. Decoding Hair Conditioner
67

68. Spontaneous Associations with Hair Conditioner
• Hair feels smooth and silky
• Affordable
• Reduces split ends
Hair Conditioner Usage
Usage:
• Only during occasions like parties or family
function (Women)
• Only if a need arises once in 2 weeks
68
Helps add shine to the hair
post shampoo use. (Aware
Non-Trialist Mumbai
It helps reduce split
ends. (User Mumbai

69. Hair Conditioner Needs
Adds shine
Reduces split
ends
Strengthens the
hair
69
STRENGTHENS THE
HAIR:
• It should help
strengthening the
roots of the hair
post shampoo use.
REDUCES SPLIT ENDS:
• Post application of
shampoo, conditioner
should reduce split
ends.
ADDS SHINE:
• It should add shine
& elegance to the
hair.

70. Let us look at how the Patanjali users perceived the brands
they were using before…

71. Brand Names Working Not working
Sunsilk Black Shine • Nice fragrance
• Adds shine to the hair
• Hair feels light
• High amount of chemicals
TRESemmé • Worked well on rough hair
• Leaves a good fragrance
• High on chemicals
• Not suitable for all hair
types
Dove Hair Conditioner • Makes hair soft
• Reduces split ends
• Does not work on hair
breakage
• Hands feel sticky after
wash
Given these positives and negatives, let us
understand how consumers have decoded Patanjali
hair conditioner…

72. Understanding Patanjali Hair Conditioner
72

73. Spontaneous Associations with Patanjali Hair Conditioner
• No chemicals
• Hair feels smooth and silky
• Helps repair damaged hair
• Reduces split ends
73
Patanjali hair conditioner
makes the hair smooth
and silky after using
shampoo. (User Mumbai
It helps in nourishing
the hair. (User
LucknowIt helps reduce split
ends and breakage.
(User Lucknow

74. Key Triggers for Patanjali Hair Conditioner
Users Key Triggers
Mumbai • Chemical based products left a bad effect on her hair
• Which is why she choose to switch to Patanjali due to its herbal
ingredients.
Lucknow • He is an ardent follower of Baba Ramdev.
• Ever since the brand was launched he is been using most of his
products.
Patanjali Hair Conditioner variants users are currently using as follows:
• Kesh Kanti Anti Dandruff Cleanser
• Kesh Kanti Milk Protein Hair Cleanser
• Kesh Kanti Natural

75. Hair Care Needs Addressed through Patanjali Hair Conditioner
Adds shine
Reduces split
ends
Strengthens
the hair
√
√
√
Note: Patanjali Hair Conditioner addresses the above problems effectively.

76. To sum up hair conditioner category..
Brand Names Positives Negatives
Patanjali Hair Conditioner • Herbal ingredients
• Hair feels soft and shiny
• Reduces hair fall
• Reduces Split ends
• Color of the conditioner
• Unappealing fragrance
Sunsilk Black Shine • Nice fragrance
• Adds shine to the hair
• Hair feels light
• High amount of chemicals
TREsemme • Worked well on rough hair
• Leaves a good fragrance
• High on chemicals
• Not suitable for all hair types
Dove Hair Conditioner • Makes hair soft
• Reduces split ends
• Does not work on hair breakage
• Hands feel sticky after wash

77. Decoding Hair oil
77

78. Spontaneous Associations with Hair oil
• Strengthening the roots of the hair
• Helps in reducing hair fall
• Adds shine
• Protects from dryness and roughness.
Hair oil Usage Habits
Usage: Twice a week
• Before going to bed (Women)
• While going out for work, function etc.
78
Hair is a crowning glory and
in order to maintain that hair
oil is a must. (User Mumbai
It helps in nourishing
as well as adding shine
to the hair. (User
Lucknow
Hair oil helps protects
from dryness and
roughness. (Aware Non
Trialist Lucknow

79. Hair oil needs
Adds shine
Relieves from
headache
Prevents from
dryness
Enhances hair
growth
79
ENHANCES HAIR GROWTH:
• Hair oil should enhance
hair growth due to its
• Natural ingredients
• It should keep the roots
of the hair strong.
HEADACHE RELIEF:
• It acts as a stress
buster.
• Massaging the hair
with oil before
sleep should work
well in relieving
headaches.
PREVENTS HAIR FROM
DRYNESS:
• Dry hair occurs when
not using hair oil.
• Applying warm hair
oil helps get rid of
dry hair.
ADDS SHINE:
• Just like conditioner,
hair oil adds shine to
the hair

80. Brand Names Working Not Working
Parachute Hair oil • Coconut smell
• Makes hair smooth and shiny
• Easily Available
• Available in different sizes
• Affordable
• Oil feels heavy on the head due
to the texture of the oil
Bajaj Almond Drops • Hair feels soft
• Good fragrance
• Affordable price
• Glass bottle leads to breakage
Dabur Amla • Natural hair oil without
chemicals
• Hair feels cool
• Strong smell
Given these positives and negatives, let us
understand how consumers have decoded Patanjali
hair oil…

81. Understanding Patanjali Hair oil
81

82. Spontaneous Associations with Patanjali Hair oil
• Herbal product
• Hair feels light
• Relieves from headaches
• Non sticky on hands
82
Hair feels light and does
not give headaches. (User
Lucknow
The herbal ingredients
works well on my hair.
(User Mumbai
Does not leave the
hand sticky post
usage. (User
Mumbai

83. Key Triggers for Patanjali Hair oil
Users Triggers
Mumbai • Her mother in law recommended her to try the product
as she had major concerns with hair fall.
Lucknow • A newly opened Patanjali store near his locality caught
his attention.

84. Hair Care Needs Addressed through Patanjali Hair oil
Adds shine
Relieves from
headache
Prevents
from dryness
Enhances
hair growth
Note: Patanjali Hair oil addresses above problems effectively
√
√
√
√

85. To sum up hair oil category..
Brand Names Positives Negatives
Patanjali Hair oil • Works well in moisturizing the
hair
• Non sticky
• Gives relief from headaches
• Availability issue
• Strong fragrance
Parachute Coconut oil • Easily available
• Coconut smell
• Makes hair smooth and shiny
• Available in different sizes
• Affordable
• Heavy in usage
Bajaj Almond oil • Hair feels soft
• Good fragrance
• Affordable price
• Glass bottle leads to breakage
Dabur Amla • Natural hair oil without
chemicals
• Hair feels cool
• Strong smell

86. Decoding Mehendi
86

87. • Spontaneous Associations with Mehendi
• Herbal ingredients
• No chemicals
• Presence of amla
• Mehendi Usage
• Once a month
• While going out for some party or
function
87
Mehendi should
contain herbal
ingredients. (User
Mumbai
Amla helps in
strengthening the hair.
(User Lucknow

88. Mehendi Needs
Cooling effect
Makes hair soft
and shiny
Reduces grey
hair
88
COOLING EFFECT:
• Mehendi gives a
cooling effect to the
head.
• In order to get the
cooling effect,
mehendi is left for
sometime post
application.
REDUCES GREY HAIR:
• Mehendi helps reducing
grey hair.
• It makes the person look
younger.
MAKES HAIR SOFT AND SHINY:
• It has similar properties of
hair conditioner.
• Adding shine to the hair

89. Brand Names Working Not working
Godrej Nupur • Easily available
• Affordable
• Gives volume to the hair
• Leaves the scalp itchy and dry
Ayur Rajasthani Henna • Inexpensive
• Nice smell
• Works well on the hair texture
• No ingredients mentioned on
the pack
Given these positives and negatives, let us
understand how consumers have decoded
Patanjali mehendi…

90. Understanding Patanjali Mehendi
90

91. Spontaneous Associations with Patanjali Mehendi
• Adds colour
• No grey hair
• Pure ayurvedic
• Soft and smooth hair
91
Mehendi helps add
color to the hair. (User
Mumbai
It helps reduce grey
hair. (Aware Non Trialist
Mumbai

92. Key Triggers for Patanjali Mehendi
Users Triggers
Mumbai • The user has a bungalow in Solapur wherein the
Patanjali store is attached right below.
• From there he gets most of the products including
mehendi.
Lucknow • He first started using ubtan it’s a face pack and also
face wash.
• Then he bought the mehendi to reduce his hair fall
problem

93. Hair care needs addressed through Patanjali Mehendi
Cooling
effect√
Makes hair
soft and
shiny√
Reduces grey
hair√
Note: Patanjali Mehendi addresses the above hair care needs effectively.

94. To sum up the category mehendi..
Brand Names Positives Negatives
Patanjali Mehendi • No hair fall
• Doesn’t leave the hair dry
• Gives a cooling effect
• Availability issue
Godrej Nupur • Easily available
• Affordable
• Gives volume to the hair
• Leaves the scalp itchy and dry
Ayur Rajasthani Mehendi • Inexpensive
• Nice smell
• Works well on the hair texture
• No ingredients mentioned on
the pack

95. WAY FORWARD

96. Way Forward: Recommendations
• Given our portfolio, the products which can counter the sales of Patanjali in personal care
segment are:
 Godrej No.1: The brand is present in the skin care space  can we look at leveraging it further
therefore?
• Body lotion: As demand for body lotions are quite high during winter. It would be recommended
that Godrej introduces body lotion in different variants.
• Face pack: Introducing face pack in different variants namely neem, rose and multani. As these
variants in Patanjali are selling in high numbers.
 Nupur : Given its presence in the hair care space could we look at offerings akin / better than that of
Patanjali?
• Introduce new products in Godrej Nupur focusing mainly on the herbal category.
• Hair oil
• Shampoo
• Conditioner
96

97. Patanjali Users Shopping Preference
80%
15% 5%
PERCENTAGE OF PATANJALI USERS(QUALITATIVE INDICATOR)
Patanjali Store Supermarkets like Big Bazar, D-mart Kirana store
97
Appendix

98. THANK YOU!
- A report by Sushant Lakshmynarayanan -
98