The Epic rise of Patanjali: A journey worth wondering
Patanjali Ayurved limited, an Indian consumer goods company, initiated with a limited range of Ayurvedic products is now tending to conquer the entire marketing arenas of consumer goods in India.
Baba Ramdev started the company in 2006 along with Acharya Balkrishna. Since then the company is developing at an exponential rate, the revenue almost doubling each year, the products increasing and the production units increasing enormously. Presently the company is valued at ₹30 billion. Its annual turnover being ₹ 10,216 crores in the year 2015–16, employing more than 200,000 people (2011–12) and supplying more than 900 products with 45 cosmetics products and 30 food articles. Beginning from medicines, food articles, and cosmetics, Patanjali now led its way to the textile industries where along with the traditional Indian dresses, it is aiming at supplying western clothes such as jeans too. Looking forward to the present era, it is aiming at developing SIM cards and mobile applications too. No other Indian company has built such a well-diversified product-portfolio. It has also started online marketing thereby increasing its reach to the people and making it more accessible and at ease.
Baba Ramdev in a television interview shares his view of visualizing India as a self-reliant country and thus his intention to develop products from different marketing fields and thereby raising the Indian economy. He also claims that the profit from Patanjali products goes to charity.
Patanjali despite facing severe competition from well-established companies from both inside and outside the country is able to maintain its sales due to its consistent amazing quality of goods available at relatively low prices. Patanjali uses more herbs and fewer chemicals and artificial raw materials in manufacturing the products. Not only this, they pay great attention in the availability of their products in each and every part of India with an ease. For this, they tied up with many retailers such as future group which sells about ₹30 crore worth of Patanjali products.
Patanjali besides its various qualities is able to make out a sudden change in Indian market due to its Indian cultural appeal and charity that it does. It really proves to be an innovative, self-reliant and an example of amazing marketing skills. Hope it increases its sales in the coming years.
