Patanjali Ayurveda Ltd. Case Study

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Why Patanjali is a Competitor for other Brands?

Patanjali is becoming a stiff competitor for the other consumer goods brands that are well established in the country. The reason is the harbinger of an all new wave of homegrown brands. The success of this brand shows the future of ayurvedic consumption in the country. There are many such products that are to hit the stores in the future as the acceptance to these products will lead to extension. In fact, not only the mass consumers, but also affluent ones are purchasing these products. The advantage that it has is the ayurvedia philosophy that is not limited to just one product.

How Patanjali is considered by Other Brands?

The managing director of Britannia, Varun Berry states that he has personally analyzed the biscuits of Patanjali. He stated that the brand has the potential to succeed in the categories including ghee, honey, and chyawanprash. Also, Sunil Duggal, the CEO of Dabur said that it is a disruptive force. Devendra Chawla, the President of Future Group food and FMCG has taken a tour of the Patanjali Food Park located in Hardwar to get a better understanding of its business. A personal care firm’s head stated that his parents use a product of Patanjali and not its equivalent that his brand makes.

Patanjali’s Retail

Patanjali and Future Group signed a deal in October this year to get entry into the departmental stores of the latter. Moreover, Baba Ramdev has assured to set up Patanjali mega marts across the cities to sell its products exclusively.

Advertising and Promotions

Patanjali has roped in actor Hema Malini to promote its biscuits. Also, the visibility on the mainstream television channels has increased. As per BARC, the brand is one of the three most advertised brands on TV in the last month.

The company is aiming to witness Rs 5,000 crore sales by the end of the current fiscal year. How Patanjali expands its brand presence across India in future would be very interesting especially when they are bringing out Patanjali Noodles especially after the Maggi Noodles row.

Survey Results

Demographics

We recorded responses from a total of 43 respondents. The below represents a healthy mix of both Male & Female Participants, representing a healthy representation from both Gender.

In terms of Age Group, we were majorly focussed on the Urban Youth, and thus most of the respondents are from the 20-30 year bracket.

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Where do you buy Patanjali Products?

Patanjali’s supply chain has improved over the years thereby increasing the ease of availability of its products. Most respondents are buying their products from Patanjali stores itself. This indicates that People are aware about where to buy products & at Patanjali’s end penetration into the Super Store/Retail Stores represents better Strategic Alliance.

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Feedback

We recorded 43 Individual feedbacks from the respondents. After reading through and analysing the Feedbacks we categorized each of them into Positive, Negative or Neutral. The positive feedbacks accounted for 67.4%, indicative of a positive perception about Patanjali Products and Brands.

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Some of the Respondent Feedbacks

“Trustability factor is there. What you read on the label is what you get. It’s made family members more aware of healthier options to things like flour, pulses, ghee etc.”

“Good product with reasonable price”

“Although I am indifferent to the choices, but the strong presence of the brand in superstores is certainly changing perceptions.”

“Products are ayurvedic and give us confidence that we aren't using chemicals and it won’t harm us”

Survey - https://docs.google.com/forms/d/1CHbz_XDUdiczUPawxL-uj4dRXyk97Psjm1g_LU4qXhE/edit

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