There are brands which are created and then there are people who become a brand in themselves and they use their name to create an empire that starts to spread all over the world. Patanjali is one such brand that has been built from the ground up, mainly by one man – Baba Ramdev. Baba Ramdev is not someone who appeared just suddenly – he has been around for a long time, taking his time studying up on all the ancient scriptures, understanding the facets of yoga and practicing meditation. This was also the time when he started teaching people around him yoga and meditation, but all this was years before he arrived in Haridwar.
What makes Baba Ramdev a true success story is the fact that he knew when to hit the iron – the Indian audiences were being overwhelmed by foreign influences and brands and there were several parents who were starting to blame these products for a sedentary life and health problems. Ramdev offered the one stop solution for every problem – yoga; whether you wanted to lose weight or gain weight, whether you want to control your diabetes or reduce smoking, yoga could help you do it all. And perhaps that is where the idea for a range of products also arose from. He and his assistants probably understood that the Indian audiences were used to a range of products, such as instant noodles, ketchups, toothpastes, soaps, shampoos and so on and would not be able to do without them. So, he chose to introduce the entire range of the same products, but all made in India, under an Indian brand name and the Patanjali product line was born! One of the reasons why Patanjali as a brand has become so popular is because the people behind it, have understood what the public needs. So, they have reproduced every product that the Indian audiences are used to and given them an Indian twist. Patanjali has entered almost every branch of the FMCG umbrella – from food to healthcare, skincare to hair care, there is almost no branch that Patanjali has left untouched. Today, Baba Ramdev claims that he wants to bring swadeshi back and wants the people of this country to use products that have been manufactured right here and cater to the Indian ethics.
Here are just some of the products that you can purchase from the Patanjali range:
- Natural health care – Digestives, health and wellness, chyawanprash, ghee, honey, health drinks and fruit juice
- Natural food products – Biscuits and cookies, spices, candy, herbal tea, sweets and sugars, dalia, flours, oils, pickles, jams, dals, rice, noodles, cornflakes and oats
- Ayurvedic medicine – Natural medications and formulations to treat a variety of conditions including diabetes, metabolic problems, cholesterol, weight issues and skin as well as hair issues
- Herbal home care – Floor and dish cleaners, pooja ingredients and incense sticks
- Natural personal care – Products for skin care, hair care, dental care, toiletries and even baby products.
Here are some truly interesting facts about Patanjali:
- Patanjali Ayurveda Ltd was established in 2006
- Presently, PAL has 3 factories and also has contract manufacturers
- In the years to come, PAL intends to set up six more factories
- Presently, PAL has a tie up with Mumbai-based Pittie Group, which is currently the nationwide distributor for the brand’s products.
- PAL, through the Pittie Group has managed to tie up with Apollo Pharmacy
- PAL also has retail collaborations with Future Retail Ltd and Reliance Retail to sell its products through their outlets
- PAL intends to add 4000 more distributors, close to 10,000 outlets and about 100 exclusive stores and supermarkets in the immediate future
- PAL products are exported to the UK, the United States, Canada and Mauritius
- In the next five years, Patanajali will focus and diversify into areas including natural cattle feed and supplements, bio-fertilizers and bio-pesticides, indigenous seeds, natural dairy products and food, natural medicine and natural cosmetics
- The company intends to spend over 1000 crores to set up production units and another 150 crores on research and development
- The company intends to employ over 5,00,000 people once all the factories are set up
- The brand has a huge marketing campaign, spearheaded by Ramdev himself – the ad insertions are over 15% more than the most advertised brand, Cadbury
- The very first year of existence, PAL generated more than 60 crores
- Currently the turnover is around 5000 crores and in 2017, the company intends to double the number
- Sales growth has seen an increase of 150%
- Ramdev has set a goal of Rs.1 trillion in net sales and intends to reach the figure in less than a decade
- Patanjali has crossed profit marks of big brands such as Hindustan Unilever Ltd and Proctor and Gamble
- Baba Ramdev was ranked 27th in the 2016 list of The Most Creative Businessmen, released by the Future Company