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- 1. A case study on Presented by: Jyoti Singh Ph.D. scholar Department of RS and BK
- 2. Contents • Introduction • Baba Ramdev-Yoga • Origin of Patanjali Ayurveda • Why Patanjali is growing so fast? • What is FMCG • Turnover of Patanjali Ayurveda • Acharya Balakrishna-key element for Patanjali • Patanjali marketing style • Quality control of Patanjali • Patanjali distribution network • Why patanjali saw the downfall? • Conclusion • References
- 4. Baba Ramdev- Yoga It all started in 2002 when Baba Ramdev’s mass yoga camps telecasted through the leading spiritual channel across the country.
- 5. Origin of Patanjali Brand Patanjali Ayurved is an Indian FMCG Company. Founded in 2006 by Acharya Balkrishna and Baba Ramdev. Amongst top 5 brands of india “ HIGHEST RECALL VALUE”
- 6. The competing brands like Baidyanath, Humdard has annual turnover of 700 cr each, Dabur 8500 cr whereas Patanjali’s turnover is at 10,500 cr.
- 7. Why Patanjali is growing so fast ? Unified undivided business Baidyanath and Humdard brands are still working on classical formulas in their ayurvedic business since past 100 years. Patanjali is doing the same ayurvedic business but incorporated the science of Ayurveda in FMCG from past 15 years.
- 8. What is FMCG ? Fast moving consumer goods (FMCG) are products that are sold quickly and at relatively low cost. Examples includes non-durable goods such as packaged foods, beverages, toiletries etc. FMCGs are consumed by all age group people like kids youth & old age.
- 9. FMCG products of Patanjali normally consumed by all age group consumers
- 10. This is called UNDERSTANDING “THE NEED OF YOUR CONSUMERS”
- 11. Top FMCG companies in India All vendors and contractors of these brands are hired by Patanjali
- 12. Patanjali turnover Year Revenue in cr 2012 450 2013 850 2014 1200 2015 2006 2016 5000 2017 10500 2018 8135
- 13. Brand Trust Repot 2017
- 14. Acharya Balakrishna- key element for Patanjali’s success CEO, MD of Patanjali Ayurved limited-70,000 cr Net worth. Leadership qualities • Data driven intellect • Fast decision making • Periodic review system • High tolerance for risk and failure • Developed a core team for evaluating new opportunities • Core team with character & competence
- 15. Hindustan unilever limited products
- 16. P & G products
- 18. Patanjali marketing style They promote their parent brands whereas others FMCGs promote their product brands. Now Patanjali is one of the most influential brand.
- 19. Quality control: Rapid expansion Country largest food park- 50 lac square feet
- 20. • Largest R & D center of our country having more than 300 scientist. • Inagurated by PM Narendra modi ji. Quality control: Rapid expansion
- 21. Other various reasons • Low profit margin • Swadesi bhawna • Health consciousness • Partnership with Chikitskalay Arogya Kendra Swadeshi Kendra
- 23. • Big Bazaar • Relience retail • Star Bazaar • Hyper city • More (Birla group) • D mart • Appolo pharmacy • Spencers • E-commerce Distribution network
- 24. • 2.01 M follower on Twitter • 412,000 subscriber on YouTube channel of Patanjali • While 3.39M subscriber on YouTube channel of baba Ramdev. • 96,00000 total likes on Facebook Social media networking
- 25. Major Reasons Why Patanjali Saw The Downfall In 2018 • Demonetization • GST • Rapid expansion • Lack of Advertising • Third party suppliers • Strong competition with global FMCG companies like HUL Ltd
- 27. • Patanjali is a trendsetter in the Indian FMCG sector. • It is an FMCG empire that was not in the competition a couple of years back. Today, Baba Ramdev’s Patanjali is sweeping away everything in its path. From local stores to Amazon, Patanjali Products are everywhere. • Patanjali has brought the revolution in the FMCG industry, and it wants to do the same by entering into other industries as well. It has achieved so much in these small span of time but it still has a long way to go. Conclusion
- 28. • Will Patanjali reach a turnover of close Rs.20,000 crore by 2020? • Whatever the answer to these questions is, nobody can take the success away from both Baba Ramdev and Acharya Balkrishna at the present moment. The disruptive force that they have created in the Indian FMCG industry is set to benefit the consumers for a long time to come.
- 29. References • https://www.franchiseindia.com/content/major-reasons-why- patanjali-saw-the-downfall-in-2018.12359 • www.patanjaliaryuved.org • https://www.vccircle.com/role-small-stores-patanjalis-expanding- footprint • https://www.india.com/business/baba-ramdevs-patanjali-facing- decline-in-revenue-know-why-3213953/ • https://economictimes.indiatimes.com/topic/patanjali