Patanjali Case Study.pptx

Patanjali CASE

1. Patanjali Case Study: The Journey of an Indian Herbal FMCG Dr Manjusha Kadam

2. Patanjali - About Patanjali - History Patanjali - Founders Patanjali - Name, Logo & Tagline Patanjali - Vision and Mission Patanjali - How Did It Achieve Success? Patanjali - SWOT Analysis Patanjali - Products & Production Patanjali - Why Did It Saw Downfall? Patanjali - Growth & Revenue Patanjali - Competitors Patanjali - Achievements & Recognitions Patanjali - Future Plans

3. Patanjali Dyanamics Patanjali = Baba Ramdev + Ayurveda + Organic + Healthy + Desi + People's Trust + Quality Product. The combination of all makes Patanjali a dynamic business model in a country like India. Patanjali Ayurved Limited was established in 2006 with the thought of rural and urban development. The company is not merely an organization but a thought of creating a healthy society through Yoga and Ayurveda. The company manufactures cosmetics,  ayurvedic medicine , and food products.

4. Patanjali - Company Highlights Company Name Patanjali Ayurved Headquarters Haridwar, Uttarakhand, India Founders Baba Ramdev & Acharya Balkrishna Sector Consumer goods & Healthcare Founded 2006 Parent Company Patanjali Ayurved Limited Website www.patanjaliayurved.org

5. Patanjali - Name, Logo & Tagline The word "Patanjali" is a compound name from"patta " (meaning falling, flying) and " añj " ( honour , celebrate, beautiful) or " añjali " (reverence, joining palms of the hand). The meaning of Patanjali is 'Famous Yoga Philosopher' or 'The author of Yoga sutras'. The tagline of Patanjali is "Prakriti ka Aashirwad " which signifies that it uses Ayurveda (something that is perceived as a healthcare approach) and organic and natural ingredients to create a wide range of products, thus beautifully depicting an illusion in the mind of the customer that the product they're using is really a nature's blessing.

6. In 1995, Baba Ramdev was a little-known yoga teacher in Haridwar when his close associate, Acharya Balkrishna, and he set up Divya Pharmacy For the first three years, till 1998, they distributed the medicines free  While Ramdev does not hold a stake in Patanjali Ayurved , he is the face of the firm and endorses its products to his followers across his yoga camps and television programs. Balkrishna owns 94% of the company and serves as its managing director. He is a close aide of Baba Ramdev. Acharya Balkrishna is  India's Third  youngest Billionaire  with US$2.3 billion wealth  as per the Forbes list of India's 100 Richest People (May 2021).

7. Patanjali - Vision and Mission VISION Keeping Nationalism, Ayurved and yoga as their pillars, Patanjali is committed to creating a healthier society and country by bringing the blessings of nature into the lives of people in the form of Ayurveda, a healthcare approach that is religious and spiritual. Having said that, Patanjali is all set to create a history in the Indian FMCG sector. MISSION Ayurveda has its foundation laid in ancient times as a healthcare approach but people have been neglecting it. So, there when Patanjali came into the picture to make India an ideal place for the growth and development of Ayurveda and a prototype for the rest of the world by upbringing awareness among people.

8. How Patanjali achieved success? Pricing of Products - the motivation behind Patanjali is Upkar and not Vyapar .  Swadeshi Factor Baba Ramdev Buzzing Personality Branded House Strategy – ONE Brand Distribution & Supply Strategy Promotion Strategy

9. Patanjali Products Patanjali has a wide range of quality products - Natural Food Products, Natural Health Care, Natural Personal Care, Ayurvedic Medicines, Herbal Home Care & Patanjali Publication with 50000000+ consumer reach, 300000+ stores reach, 1000+ products and 5000+ Patanjali stores. Patanjali Ayurvedic producing more than 300 drugs for treating a wide scope of sicknesses and body conditions, from normal cold to ceaseless paralysis Fabricating conventional garments like Kurta, Pyjama and jeans.

10. Patanjali - Why Did It Saw Downfall? - 2018 Since the introduction of the  goods and services tax ( GST )  hit its operations in 2017, Patanjali has not managed to recover from the low growth cycle. As a result, its top line declined 10% in FY18. Patanjali didn't focus more on advertising as a result faced a decline in its sales because people were not aware of its natural and organic products Ignoring Competition Poor Management:  After gaining huge popularity among consumers, Patanjali diversified itself among various sectors besides FMCG. It became difficult to manage the business verticals and ensure quality checks of the products

11. Patanjali - Competitors The top competitors of Patanjali are: Dabur India Procter and Gamble Marico ITC Nestle Ltd. HUL (Hindustan Unilever Limited) Baidyanath Emami Himalaya Herbal

12. Patanjali - Achievements & Recognitions In 2016, Patanjali was awarded the "Bharat Jyoti Award" by the India International Friendship Society "Bloomberg Special Recognition Award" to Acharya Balkrishna in 2016 In 2014, Patanjali was recognized as an "Ayurveda Expert" in an Ayurveda Summit, held in Gujarat "Manav Ratna " award by Antarrashtriya Manav Milan Organization in 2013 Honoured by "Sanskrit Prasarini Sabha", Assam in November 2013 Awarded "Spirit and Entrepreneurship Award" towards humanity by ISOL Foundation in 2011 "UNSDG 10 Most Influential People in Healthcare Award" to Acharya Balkrishna. The revenue of Patanjali was recorded $4.2 Billion in 2021.

13. Patanjali - Future Plans

14. Conclusion Also, it has tied up with retail chains like  Future Group ,  Reliance Retail , Hyper City, and Star Bazaar . The ongoing declarations of a Rs. 1,600 crore sustenance park in Noida and a Rs. 1,200 crore creation office in Assam highlight the buzz around Patanjali's arrangements to showcase the organization's hearty extension plan. With a growth rate of 130%, the Patanjali Group is planning to make a foray into major global markets. As the group is already present in markets like the  US ,  Canada ,  UK ,  Russia ,  Dubai  and some European countries