INTRO

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1.1 INTRODUCTION TO PATANJALI YOGPEETH
Patanjali Yogpeeth in Haridwar, Uttarakhand is one of the largest Yoga institutes in
India. Named after the Ancient Yog Guru Patanjali, the Institute is Ramdev's flagship
project & has been set up for treatment, research & development
in Yoga and Ayurveda, as well as the manufacturing of ayurvedic medicines.
It is a center of Yoga and Ayurveda activities in India built on the name of Maharishi
Patanjali who invented Yoga 5000 years ago. The ashram is run under the guidance of
Swami Ramdev Ji Maharaj who has revived Yoga and spreading it all over the world.
Patanjali Yog peeth is open to everybody. Located on the Haridwar-Delhi highway at
Kankhal, very near to Roorkee, Patanjali Yogpeeth offers treatment for all and has
residential accommodation.
At Mahatma Dharamveer's Gurukul in Kisangarh Ghasera where Baba Ramdev met
philanthropist Archarya Balkrishan. With the help of Balkrishan, Baba Ramdev has
established Divya Yog Mandir in 1995. Archarya Karamveer was also one of the
pillars of Divya Yog Mandir. In almost 3 years, Divya Yog Mandir and Baba Ramdev
have galvanized the world into turning ardent practitioners of Yoga. Baba Ramdev
and trust run spearhead, all his activities which include Yoga camps, manufacturing
ayurvedic medicine and treatment of patients with help of Yoga and Pranayama. Baba
Ramdev TV programmes and Yoga camps have proved to be immensely popular.
Swami Ramdev put lots of emphasis on teaching Pranayam as compared to Yoga.
According to Shri Shri Ravi Shankar, a world-renowed spritial leader "If an individual
can be credited with reviving Yoga in India, it is solely Baba Ramdev". Millions of
people all over the world attend Baba Ramdev's free Yoga camps (shivir). Ramdev
Baba has also conducted Yoga camp at Rashtrapati Bhavan - the residence of the
President of India.
Yoga has ability to cure even fatal diseases and Baba Ramdev has proved it many
times. Ramdev Baba has spread Yoga to such an extent that sooner or later, everyone
has to embrace it. Patanjali YogPeeth Trust is the dream project of Baba Ramdev. It
was inaugurated on August 6, 2006. Baba Ramdev's aim was to build the world's
largest center of Ayurveda, Yoga and Pranayama. Patanjali YogPeeth provides
facility for treatment for diseases, research and a teaching University for Yoga and
Ayurveda. This trust is located 13kms from Haridwar. The estimated cost of the
project was 10 billion. During inauguration, Sudarshan Agarwal, Governor of

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Uttrakhand, said "Patanjali Yog Peeth will soon be the ambassador of Yoga for entire
world”.
According to associated news press, The Patanjali YogPeeth project was divided into
3 phases. Phase one was basic construction. The second stage comprises of
serviceable guesthouses, herbal gardens, yajnashala, meditation caves and many other
facilities. It will be the biggest Yoga and Ayurvedic center in the world. Third stage is
opening a University of Yoga and Ayurveda. Baba Ramdev wants to flow river of
Yoga in each and every region, whether in a village or city. The confidence which
Baba Ramdev exuberates compels people to at least give his Yoga a try. Millions of
people practice Baba Ramdev's Yoga and Pranayama. Ramdev Baba's TV programs
broadcast in several countries including America, Europe, Australia, Asia and Africa.
Viewership is quoted as being 20 millions regular viewers. Followers of Baba
Ramdev have claimed relief from a variety of ailments such as Diabetes, Blood
Pressure, Hepatitis, Spondylitis and Obesity. He is the real hero who devoted his
whole life to help people by giving them unknown knowledge of Yoga and
Pranayama.
Swami Ramdev medicines are manufactured in branches well equipped with modern
equipments, certified by the international standards GMP, GLP & ISO 9001. Swami
Ramdev's pharmacy makes the medicines pure and rich in quality. Medicines
manufactured go through quality control and quality assessment tests. Patanjali
Yogpeeth is operating Patanjali Hospitals in every nook and corner of India, where
one can get life saving Swami Ramdev’s medicines which are affordable to all rich
and poor.
Patanjali Yogpeeth medicines are also available for health care, oral care, hair care
and skin care. Many of the critical ailments such as Cancer, Diabetes, arthritis etc. can
be cured by Swami Ramdev's Medicines. These medicines are low cost, very effective
and available at Ramdev Chikitsalaya. Some of very effective Ramdev medicines
are Mukta Vati for high blood pressure, Madhunashini Vati for Diabetes, Medohar
Vati for Obesity.
Swami Ramdevji Maharaj is a historic personality. He has written new history in the
areas of yoga-prananyam and ayurvedic treatment methods. In this regard the work
done by the organization established by him namely Patanjali Yogpeeth
(Trust), Divya Mandir (trust), Patanjali Yog Samitis, Divya Yog Pharmacy Trust and
branches, will be written in golden letters on the pages of history. The ambition of
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these establishments are to reach yoga and Ayurveda to the 700 crore global
population along with Indian culture and words of the sages. To encourage the use of
Ayurvedic medicine, Swamiji manufactures superior quality and proven medicines in
Divya Yog Pharmacy.
Swami Ramdev's medicines are manufactured in branches well equipped with modern
equipments mostly in Haridwar and other places, certified by the international
standards GMP, GLP & ISO 9001. Swami Ramdev also has a botanical garden near
Patanjali Yog Peeth where the herbs and medicinal plants are grown. Here research is
carried out on rare herbs and they are grown here by putting in great efforts. Under
Swami Ramdev's guidance an industrial unit is also established called Patanjali
Ayurved Limited which produces pure and high quality minerals and plants products
through scientific methods. Swami Ramdevji and Acharya Balkrishna ji have tried to
combine the ancient knowledge with ultramodern technology.
Some people could not digest the increasing fame of Swami Ramdev and they started
negative campaigning against Swami Ramdev with the help of media. The qualities of
Swami Ramdev’s medicines were doubted. When these medicines were tested in the
lab all the allegations proved baseless and Swami Ramdev came out spotless amidst
the acid test. This resulted in unexpected increase in the demand of medicine of
Swami Ramdev. Baba Ramdev's pharmacy puts in all the efforts to make the
medicines pure and rich in quality. All the medicines manufactured go through strict
quality control & quality assessment tests, Toxicological study - Animal trials,
clinical tests.
Swami Ramdev is working towards the goal of establishing the ayurvedic products at
par with the international standards and to make it known across the world. To
encourage the use of Ayurvedic medicine and amongst Swami Ramdev's
revolutionary thoughts, one is that the farmers of India should adopt the cultivation of
medicinal herbs and plants along with fruits and vegetables.
Patanjali Yogpeeth is a renowned name in the field of medical science, rendering free
services to millions of people across the globe through Yoga and Ayurveda.

1.1.1 Herbal Products in Patanjali Yogpeeth

Divya Yog Mandir (Trust), started “Brahamkalp Chikitsalaya” at Kripalu Bagh
Ashram, Kankhal in 1995 where patients suffering from various diseases were cured
using Ayurvedic medicines and practices of Yoga. Need was felt to provide quality
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Ayurvedic medicines to the patients to seek optimum results as results of Ayurvedic
treatment are directly proportional to the quality of prepared medicines. Hence a small
scale manufacturing unit of Ayurvedic medicines was established in the campus of
Kripalu Bagh Ashram, Kankhal. This was the beginning of Divya Aushadhi
Nirmanshala (Divya Pharmacy), which was totally based on traditional methods.
Divya Pharmacy has had the exalted vision to bring Ayurveda to society in a
contemporary form and to unravel the mystery behind this haloed and revered, Indian
system of medicine by exploring and selecting indigenous herbs, ancient Ayurvedic
literatures and subjecting the formulations to modern pharmacological, toxicological
safety tests and clinical trials to create new drugs and therapies.
Divya Pharmacy tries that medicines should possibly be available to common man at
the minimum cost price. In the year 2002-03, modernization of the pharmacy has been
done. A new expanded unit of the pharmacy has been established well equipped with
machines based on modern techniques.
PLC controlled herbal extraction plant commissioned in the pharmacy is used for
extracting from the various parts of the medicinal plant like the leaves, The salient
feature of this plant is the production of medicine using latest SCADA technology
under controlled environmental conditions of temperature and pressure. The extract
concentration is achieved under vacuum drying preserving the maximum valued
contents of the herbs.
Quality of the medicines so produced is of the highest level. This unit has the capacity
of extracting from 10,000 kgs. of raw herbs. The desired fluid component is added to
this extract in the process of making the medicines.
For the manufacturing processes in Divya Pharmacy automatic high speed spray drier
unit, for quick liquification a fluid wed processor, tablet compressing device with the
capacity for preparing one lac tablet per hour, high speed auto-coater for coating the
tablets, high speed mixer-grinder, fluid wed driers and cleaning, crossing &
pulverizing units have been established.
In the modern packing section of Divya Pharmacy PLC controlled packing equipment
having the capacity of 300 volts per minute with automatic blister packing equipment
has been installed. A utility center has been set up in this production unit which has
two 500 KVA generators, softeners & cooling towers including boilers & air
compressors having the capacity to produce 300 ton steam.

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As a result of this Divya Pharmacy has become the first medicine manufacturing unit
of Uttarakhand to get ISO-9001 and WHO-GMP certifications. In the Pharmacy the
international standards like Good Manufacturing Practices (GMP), Good Packaging
Practices (GPP), Good Agricultural Practices (GAP) and Good Harvesting
Practices(GHP) are being strictly followed.
Under the learned guidance of H. H. Yogrishi Swami Ramdevji, Vaidyaraj Acharya
Balkrishna and Swami Muktanand, Patanjali Herbal Garden & Agro Research
Department has been established at following few sites- Patanjali Herbal Garden site
Nursery, Patanjali Herbal Garden site Gurukul Gaushala Farm, situated nearby
Patanjali Yogpeeth at Maharishi Dayanand Gram, Bahadrabad, Delhi-Haridwar
highway. These Herbal Gardens have beautiful collections of more than 200
medicinal herbs, shrubs, trees, climbers and ornamental plants. Since, 1997 it was a
great effort with high spirit to collect the valuable medicinal plant and to ensure to
grow in Garden, a Divya Vanaushadhi Vatika has been earlier established in the
Ashram at Kankhal. Thereafter, to explore more possibilities of a large number of
wide collections, exposition and research of medicinal, aromatic and ornamental
plants in a organized way in the Patanjali Herbal Garden has been established. A team
of Scientists from Botany and Agriculture and a number of swayam sevak are
engaged for research and management.
It is all about economically processing organic farm produce into daily use
consumables ranging from Ayurvedic health supplements to Foods and cosmetics and
then supplying them largely to the urban world. The produce will be picked up right
from the farms, thereby increasing the effective income of the farmers. The health
based products will then be made available to a large population in the urban areas
that is reeling under the scourge of polluted food items and artificial drinks that make
them vulnerable to a variety of cronic diseases. And all this at a cost that is unmatched
in the market.
The consequential benefits are no less crucial to the mankind. Backed by a robust
preaching and promotion on the popular Astha channel by the world renouned Yog
Guru Swami Ramdevji and an international authority on Ayurved and traditional
herbs Acharya Balkrishanji, it is all about reinventing our traditional knowledge of
Yog and Ayurved, rejuvenation of rural economy,arrest of the flight of rural job
seekers to the more demeaning urban slums, strengthening the health grid of the

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nation and the world, mending the environmental imbalance…and finally fighting the
tirade of western culture on Indian panorama.
Patanjali Ayurved Ltd. is a company that functions like all other companies under the
regulations of the company law affairs, yet is constantly striving for nation building
more than the profit accumulation.
At micro level the challenge is no less herculean. Along with Pranayam, the wisdom
of our ancient sages, the organic food products and herbal medicines churned out of
this unit, undertake to fight out the dreaded and incurable diseases like Cancer and
Aids. Claim for having found a lasting cure for many other relatively more rampant
but equally tormenting diseases like Diabetes, Arthritis and Thyroid is already
established with thousands of patients cured with satisfaction.
Superior quality of our products at a fair price is not the only concern that we have.
Getting our patients rid of their diseases is again too limited a goal for us to seek. A
holistic approach to improvement in the quality of life of all beings, world over, is the
purpose behind our being. Getting rid the food we consume of the pollutants in the
form of poisonous pesticides and chemical fertilizers that our farmers use, is a goal
that we strive to achieve by providing our people the eatables that are cultivated in
organic and natural manures and pest repellents.
Amalika- also known as amala or Aavla (Latin –emblica officinalis) is Indian
gooseberry. It is probably the most famous Ayurvedic herbs used in dozens of
classical Ayurvedic formulae & in hundreds of patent Ayurvedic formula. The herb of
Amalaki is used for many purposes such as delaying the aging cycle, rejuvenating the
body, revitalizing body systems & top of all, building immune levels. The herbal fruit
of Indian gooseberry (amalaki) contains active levels of tannins that help in
rejuvenating the body cells & concerned organs. Amalaki contains abandon amounts
of Vitamin C – ascorbic acid & is likely to possess richest amounts of it as compared
to any edible on this planet.
Avipattikar Churna is recommended for complete cure of your acidity, burning
stomach and indigestion problems. This is natural digestive tonic which helps in
regularizing digestion process & cures acidity problem. A regular course of this
ayurvedic medicine gives good results & generally no further medication is required.
Avipattikar acidity remedy control acid secretion from stomach walls and helps in
easy and timely movement of food from stomach to intestines. Avipattikar Churna is
traditionally used to remove excess Pitta (Fire) from the stomach and small intestine.
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This ayurvedic remedy alleviates acidity, Heartburn and Indigestion. High Pitta (Fire)
produces the problem of Acidity or Hyper Acidity. To reduce High Pitta (Fire) in the
abdomen, Avipattikar Churna is very good. For hyper acidity and abdominal aches
being a mild laxative it makes the stool soft, helps to check mild constipation and
improve the appetite.
These days most of the people are suffering from constipation. The failure to excrete
the feces from the intestine is termed as constipation. There are many reasons for this
disease, like shortage of fiber in diet, insufficient intake of fluid, stress, wrong food
habit, appetite, inadequate exercise, use of too much laxative, enema abuse etc.
Constipation can affect digestion, the clearing of toxins from the system is hampered,
energy levels and the absorption of nutrients will get altered.

1.1.2 Product Line and Portfolio of Patanjali Yogpeeth

Products of patanjali ypgpeeth are as follows:
 Divya Amla Churna for Eyes, Digestion and General Health
 Divya Arogyavardhani Vati
 Divya Arshakalp Vati for Piles
 Divya Ashmarihar Ras for Kidney Stones
 Divya Ashwagandha Churna for Stress, Fatigue and General Health
 Divya Chandraprabha Vati for Urinary Disease
 Divya Churna for Constipation
 Divya Dant Manjan Tooth Powder
 Divya Gashar Churna for Removal of Gas
 Divya Giloy Sat for Swine flu, Bird flu, Pyrexia of unknown origin (fever)
 Divya Hridayamrita Vati for Heart Disease
 Divya Kanti Lep for Increasing Skin Splendour
 Divya Kayakalp Tail Oil for Skin Problems, Cracks and Burns
 Divya Kayakalp Vati for Skin Disease, Acne and Pimples
 Divya Kesh Tail Hair Oil for Hair Loss, Dandruff and Headache
 Divya Madhu Nashini Vati for Diabetes
 Divya Madhukalp Vati for Diabetes
 Divya Medha Kwath for Headache and Memory Enhancement
 Divya Medha Vati for Memory Loss and Improving Intelligence

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  Divya Medohar Vati for Weight Loss
 Divya Mukta Vati for High Blood Pressure
 Divya Peya Herbal Tea
 Divya Pidantak Ras for Joint Pain and Arthritis
 Divya Pidantak Tail Massage Oil for Joint Pain and Arthritis
 Divya Punarnavadi Mandur for Kidney Problems and Anemia
 Divya Sanjivani Vati for Cold, Fever and Flu
 Divya Shilajeet Rasayan Vati for Impotency
 Divya Shilajeet Sat for Gout and Weak Immune System
 Divya Singhnaad Guggulu for Rheumatism
 Divya Stri Rasayan Vati for Menstruation
 Divya Swasari Ras for Lung Problems, Bronchitis and Asthma
 Divya Triphala Churna for Rejuvination and Detoxification
 Divya Triphala Guggulu for Joint Pain, Piles and Weight Loss
 Divya Udaramrita Vati for Digestion and Stomache Problems
 Divya Udarkalp Churna for Indigestion and Constipation
 Divya Vatari Churna for Arthritis
 Divya Yauvanamrita Vati for Weak Bodies and Impotency
 Divya Yograj Guggulu for Joint Pain

1.1.3 Product Mix of Patanjali Yogpeeth

Swami Ramdev's Divya Medicines are 100% natural, made from potent herbs such as
the ashtavarga healing plants of the Himalayas. They have proven extremely effective
for combating all forms of sickness and disease. Along with these medicines, Swamiji
recommends patients to also adopt the practice of Pranayama, which will strengthen
the immune system and quicken the healing process.
 Abhrak Bhasm - Divya
 Ajamodadi Choorna - Divya
 Aloevera Gel
 Aloe Vera Juice - Patanjali 1 Lt. or Aloe Vera 30 Capsules
 Amla Churna - Divya (for Eyes, Digestion and General Health)
 Amlki Rasayan - Divya

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 Amrit Rasayan - Divya(for Brain, Eyes, Strength and over all nourishment)
 Anti Wrinkle Cream - Patanjali Tejus
 Arjuna Kvath - Divya(for Coronary Artery Disease)
 Arshakalp Vati - Divya(for Piles)40 grams
 Arshkalp Vati - Divya(for Piles) 20 Grams
 Ashmarihar Kvath - Divya / Vrikkdosh Har Kwath - Divya
 Ashmarihar Ras - Divya
 Ashvagandha Capsule - Patanjali
 Ashvagandha Churna - Divya (for Stress, Fatigue and General Health)
 Ashvashila Capsule - Patanjali
 Avipattikar Choorna - Divya
 Awala Choorna - Divya
 Amla / Awala Juice 1 Liter - Patanjali (Juice of Emblica Officinalis) / Divya
Amalki
 Rasayana 100 gm
 Awala - Divya (Amla) Murabba - Divya(Dry Spicy)
 Awala - Divya (Amla) Murabba - Divya (Dry Sweetened)
 Awala / Amla Murabba Wet - Divya
 Badam Pak - Divya
 Badam Rogan - Divya
 Bael Candy - Divya
 Bael Murabba - Divya
 Balm - Patanjali
 Bang Bhasma 5gm - Divya
 Bavaci Choorna - Divya(for Leucoderma)
 Beauty Cream 50 gm - Patanjali Tejus
 Bilwadi Churna - Divya
 Body Lotion - Patanjali Tejus
 Body Massage Oil 100ml - Patanjali
 Chatpata Choorna
 Chandraprabha Vati - Divya (for Urinary Disease & diabetes)
 Churna - Divya (for Constipation)

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 Chyawanprash - Divya with Ashtavarga Healing Plants (1 Kilogram)
 Crack Heal Cream - Patanjali
 Daliya : Patanjali Arogya Daliya
 Dant Manjan - Divya (Tooth Powder)
 Dant Kanti - Patanjali (Tooth Paste)
 Divya Dhara
 Drishti Eye Drop - Patanjali
 Gangadhar Choorna - Divya (for Diarrhoea , Sprue Syndrome, Ama)
 Gashar Churna - Divya (for Removal of Gas)
 Giloy Ghan Vati - Patanjali 40gm
 Godanti Bhasm - Divya (for Migraine, Chronic Headache, Depression &
Hernia)
 Gokshuradi Guggulu - Divya (for Chronic Renal Failure)
 Gulab Jal - Divya
 Honey - Divya (Pure Himalayan Honey)
 Hridayamrita Vati - Divya (for Heart Disease) 20 Grams
 Hridayamrita Vati - Divya (for Heart Disease) 40 Grams
 Kachanar Guggulu - Divya
 Kaisara Guggulu - Divya (Psoriasis & Eczema)
 Kanti Lep - Divya (for Increasing Skin Splendour)
 Kayakalp Kwath - Divya (for Skin Problems)
 Kayakalp Tail - Divya (for Skin Problems, Cracks and Burns)
 Kayakalp Vati - Divya (for Skin Disease, Acne and Pimples) 20 Grams
 Kayakalp Vati - Divya (for Skin Disease, Acne and Pimples) 40 Grams
 Kesh Tail - Divya (Hair Oil for Hair Loss, Dandruff and Headache)
 Lavan Bhaskar Churna - Divya
 Lauki Juice - Patanjali
 Lauki - Amla Juice - Patanjali
 Madhu Nashini Vati - Divya (for Diabeties)
 Madhukalp Vati - Divya (for Diabetes)
 MahaYograja Guggulu - Divya (for Osteoporosis)
 Medha Kwath - Divya(for Headache and Memory Enhancement)

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 Medha Vati - Divya (for Memory Loss and Improving Intelligence) 40 grams
 Medohar Vati - Divya (for Weight Loss)
 Mukta Pishti - Divya
 Mukta Vati - Divya (for High Blood Pressure)
 Mukta-shukti Bhasm - Divya
 Ojas Multani Mitti - Patanjali
 Nimb Ghan Vati - Patanjali 60 Gr.
 Panchakol Choorna - Divya
 Peedantak Cream 50 gm - Patanjali
 Peya (Herbal Tea) - Divya 100 Grams
 Peya (Herbal Tea) - Divya 300 Grams
 Pidantak Kwath - Divya (for Joint Pain and Arthritis)
 Pidantak Ras - Divya (for for Joint Pain and Arthritis)
 Pidantak Tail - Divya (Massage Oil for Joint Pain and Arthritis)
 Praval (branch) Pisthi- Divya
 Praval Panchamrit- Divya
 Punarnavadi Mandur - Divya (for Kidney Problems and Anemia)
 Sanjivani Vati - Divya (for Cold, Fever and Flu)
 Saptavimshati Guggulu - Divya
 Sarvakalp Kwath - Divya (for Liver Problems and Jaundice)
 Shadbindu Tail - Divya
 Shatavar Choorna - Patanjali
 Shampoo - Patanjali
 Shankh Bhasm - Divya
 Shilajit Capsule - Patanjali
 Shilajeet Rasayan Vati - Divya (for Impotency)
 Shilajeet Sat - Divya (for Gout and Weak Immune System)
 Shilajeet Sat - Divya (for Gout and Weak Immune System) 50 gm
 Singhnad Guggulu - Divya
 Sitopaladi Choorna - Divya
 Soap Kanti Aloevera Body Cleanser - Patanjali
 Soap Gomutra Kanti - Body Cleanser - Patanjali

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  Soap Somya - Body Cleanser - Patanjali
 Soap Ojas Aquafresh - Body Cleanser - Patanjali
 Soap Ojas Aquafresh - Mogra Body Cleanser - Patanjali
 Soap Patanjali Somya Haldi Chandan Body Cleanser - Patanjali
 Stri Rasayan Vati - Divya
 Swasari Ras - Divya (for Lung Problems, Bronchitis and Asthma)
 Tejus Tailum For Women
 (Tooth Powder) Divya Dant Manjan
 (Tooth Paste) Dant Kanti Patanjali
 Trayodashang Guggulu Divya
 Trikuta Choorna Divya
 Triphala Churna Divya (for Rejuvination and Detoxification)
 Triphala Guggulu Divya (for Joint Pain, Piles and Weight Loss)
 Tulsi Ghan Vati Patanjali 40 Gr.
 Udaramrita Vati Divya (for Digestion and Stomache Problems)
 Udarkalp Churna Divya (for Indigestion and Constipation)
 Vatari Churna Divya (for Arthritis)
 Yauvanamrita Vati Divya (for Weak Bodies and Impotency)
 Yograj Guggulu Divya (for Joint Pain) 20 Grams
 Yograj Guggulu Divya (for Joint Pain) 40 grams
 Wheat Grass Powder Organic 1 Month Doses
 Chatpata Choorna
 For Gastric troubles and taste
 Divya Jeera Goli
 Divya Anardaana Goli
 Divya Chatpata Chuara
 Divya Nimbu Vati
From nowhere to everywhere, Brand Baba seems to be pervasive. Yoga has been
there in India since time immemorial, it has been synonymous with sadhus( saints)
who usually after relinquishing their mundane world in search of God or Nirvana used
to keep them healthy, fit, let them channelize their energy and control their inner self
toward a single goal. In marketing parlance we can think of it as a product which was

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restricted to a very small segment of society, had some exclusivity attached to it,
expertise of saint in performing it and a luxury which could only be afforded by the
disciples of saints.
Nobody could have thought of commercializing it, leave aside the thought of
popularizing it among the masses. Entrepreneurs are not only risk bearers, organizers
and managers of the enterprises but they are also great visionaries who not only
anticipate the future needs but also keep a check on the present requirements. We are
sure Baba must have worked tirelessly on his mission away from the glare of media,
completing all his defined tasks, keeping a check on the preparations and one day he
must have decided to appear on the big stage and take the world by storm that seems
to be a meticulously planned launch of the “Brand Baba”.
The epithet “He came , He saw, He conquered”. is supposed to be rightly described as
the arrival of Baba and his infectious popularism among the masses. Suddenly
everyone was seen rubbing his/her nails walking by the road side, waiting for a train
at the platform, while travelling, while working in an office or for that matter
whenever people found themselves free, he was there everywhere in the life of
people. Yoga, which used to be considered Generic till now was well known by
“Baba Ramdev Brand of Yoga”. People were looking for a solution to their stressful
life, an alternative form of medicine. He as a true entrepreneur anticipated this need
before anyone could and sold his idea of a complete health to the masses. As a good
marketer would do he made himself available for the masses through his “Yoga
Shivers”, listened to their problems & tried to solve them, connected with them
personally, had a product which was well researched, had variants of products in
terms of different Yoga Aasans for different ailments, meant for different age groups
of people based on their ability to perform a particular aasan, had all the medium of
advertisement to support his Brand.
His journey didn’t stop with his Brand of Yoga, when big business houses were
struggling to launch and operate Branded Medical Stores, he was once again there
bang on launching his own Brand of Ayurvedic Medicine Stores ( Patanjali) all over
India…Franchising model also included. His name has become synonymous with
Yoga and Ayurveda. There might be other before he appeared on scene, there are
many in his era also but no one could make an impact like him. His presence was so
infectious that people from different walks of life were cashing on his
popularity….Filmstars like Shilpa Shetty and Bipasha Basu came with their own
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version of Yoga CD’s but could not pose a challenge to his leadership, infact they
ended up following his footsteps…even the corporate world found a big market for
herbal products..the consumers were looking for products which were close to nature.
His USP is that he made himself approachable, common man identified with him and
he positioned his product as a “ Total Health Solution” unlike the craze generated by
the Filmstars to develop bulging biceps, curved body, zero figure which could be
defined as a fad bound to fade away without notice. His product promise for a lifelong
solution ( durability), can be used anywhere anytime( operational convenience),
available through different channels based on your convenience( like T.V., Books,
Shivers ), his product emphasizes on precaution rather than cure….a feature which
make his product standout from the rest of crowd and even if any ailment need to be
cured he has the natural therapies and his own brand of ayurvedic medicine to
compliment his main product. He has made his brand ambassadors out of his own
followers who very religiously vouch for his claims and motivate people who come in
contact with them to practice Yoga. He is in his unique way different from other gurus
who only give spiritual discourses. He is different in terms of the practicality and
objectivity of his product unlike the subjective nature of the discourses delivered by
spiritual gurus. He run his trust as a big corporate house generating employment,
profit and his initiative has not only pumped a new lease of life to ayurveda but has
also indirectly helped people to find out an employment as yoga instructors in
schools, colleges and corporate houses. He is ubiquitous, wherever you go you find
his hoardings announcing the date of his Shivers, he has not only reached to the
interiors of the places but he is also there in the mind of the people enjoying the share
of his own, which is a sign of a big brand. People, organizations, institutions involve
in any kind of traditional thing in India can take a lesson or two from Baba, that how
marketing can help in reviving the traditional form of things that too with a handsome
profit and one need not to be an American or someone from a developed world to
market a product and lay a claim on it. There has been lot of yoga gurus and they are
there today also who can challenge him in the art of yoga but there is only one Baba
Ramdev the Yoga Guru turned out to be a Great Marketing Guru. And finally look
what he is doing, he has taken the responsibility to bring back the black money to the
nation and eradicate the corruption from the country. It seem that after achieving the
leadership position in his form of business he want to diversify to the business of
politics. There is always a risk of diluting your brand if you think of entering into a
15
totally different field and Baba has taken that risk. His Brand seems to be in crisis
these days and there is a need of second thought to be given to the diversification. I
feel he should have thought of Co-Branding with Anna, this could have made it easy
for him to diversify into the business of politics. It’s still not too late , he must think
strategically on his move and rethink of launching his brand of movement again with
new energy and a new look.

1.1.4 Marketing and Network of Patanjali Yogpeeth

Human beings are governed by ideas and beliefs. Consumers of this day no longer
buy merchandise and services but experiences. Mass Customization is the new
paradigm that replaces old ideology of market segmentation; an idea which is no
longer found suitable for today's turbulent markets, changing customer needs and
growing product variety. Mass customization proactively manages product variety in
the environment of rapidly evolving markets, products and services. This study
attempts to study the reasons which have lead to the phenomenal success of Baba
Ramdev's marketing strategy of Mass customization and that also in an era of high
individual customization.
The dictum of Mass Customization is "Aham Brahamasmi"; meaning that I am
omnipresent and omnipotent. Catering to the needs of all, irrespective of gender, age,
caste, creed, culture, religion, nationality the potion of mass customization is believed
to work wonders. Companies choose from mainly three value disciplines to frame
their value propositions: product leadership, operational excellence, and customer
intimacy. The product leadership discipline leads to the `best product' value
proposition-an assertion that the company's products have the greatest performance
impact or experiential impact for its customers. The operational excellence discipline
leads to the `best total cost' bid- an assertion that the combination of the company's
prices, product reliability, and hassle-free service is matchless. The customer
familiarity discipline leads to the `best total solution' scheme – an assertion that the
company helps its customers identify their exact problem and the best solution, and
then takes charge of implementing it. Baba Ramdev addresses all the three value
disciplines and he has developed a unique blend of Ayurveda and Vedic philosophy to
cater to create value for his customers.

16
1.1.5 Product: Introducing The Value Discipline
The society in which we live today is a brand- obsessed society. Name a product or
service and the brands relating to them are inestimable so many that cannot be
counted on fingers. Thus, creating, developing, implementing and maintaining
successful brands are frequently at the heart of marketing strategy. (McEnally,M . and
Chernatony,L. de 1999) Successful branding requires a strategic perspective (de
Chernatony 1998) whereby strong brand concepts are presented and communicated to
target segments resulting in favorable brand images which reflect the brand's identity
(Gardner and Levy 1955, Reynolds and Gutman 1984, Kapferer 1997). This brand of
Baba Ramdev has a universal appeal, is sharing and collaborative, and the customers
range hail from all age groups and regions. This Brand is a result of consistent hard
work and carefully and meticulously followed strategy.
The service that Baba Ramdev is selling is the product. To deliver quality service, it is
essential to understand customers' expectations. To assess the quality of service,
customers compare their expectations with perceptions of the service providers'
performance. Hence it becomes vital for the service providers' to understand and meet
consumers' needs and wants. Customer expectations of service can be of two types;
desired service and adequate service. Desired service is the service that a customer
desires and expects to get. Whereas an adequate service is one which is the minimal
level of service which a customer is willing to accept based on his perception of
service acceptability.
The service that is being provided by Baba Ramdev is well orchestrating with the
desired service expectations. Patanjali Yogpeeth, a multi-million rupee venture,
Ramdev's dream project, set as a rival to World Health Organization only on the basis
of sound service that it boasts of providing. Divya Yoga Mandir Trust in Haridwar,
Uttaranchal is armed with all the latest and most sophisticated gadgets sees a regular
stream of devotees who wait to be called by a doctor in the Out Patient Department
(OPD). There are forty doctors in the OPD who deal with 2,000 people every day.
Some days the dispensary sells medicines worth Rs. 3,000 a minute. And again this
can only be possible if the waiting tie is reduced by quality service. The ambiance of
Patanjali Yogpeeth is world class. Constructed in almost 100 acres; it has been
designed to have buildings, car parks, and a landscape to rival the best of Delhi's
housing projects. The entire value proposition can be said to be a hard work and the
result of determination of this one man army.
17
To add to this we know that looking good is everyman's dream. In the era when
cosmetic surgery is the order of the day; getting good looks by just adjusting the way
one inhales and exhales is something everyone would prefer doing. With his deep-
seated credence that we all are a part of beauty conscious world, Swamiji's unique
contribution has been in helping ordinary people solve their problems and lead a
healthy life through the practice of simple breathing exercises. The product
"pranayama" is well suited for all irrespective of class, creed, culture and hence this
success.

1.1.6 Complete Package For Various Diseases

Swami Ramdev's Divya Medicines are claimed to be one hundred percent natural,
made from potent herbs available in the Himalayas and no or very little side effects.
They have proven extremely effective for combating all forms of sickness and
disease. Along with these medicines, Swamiji recommends patients to also adopt the
practice of Pranayama, which will strengthen the immune system and quicken the
healing process. Ramdev Baba opines that Pranayama Yoga is the complete Ancient
Indian Therapy, which is a Medical Science in itself that cures any Physical or Mental
medical condition completely, without any side effects. Swami Ramdev has proved
and declared on Indian & International TV Channels, "Pranayama Yoga is the
complete natural cure for all Physical and Mental Ailments". But if medicines are
required they are also available and these packages of medicines are available at a
very low cost. The medicines can cure all the diseases from a simple cold to cancer. In
a bid to promote Ayurveda, Ramdev's Trust has tied up with 600 qualified Ayurvedic
practitioners who are offering treatment to masses for a variety of diseases, some of
them termed incurable by the modern system.

1.1.7 Pricing Strategy

Developing an effective pricing strategy remains the most important and difficult part
of the marketing process. For instance, a nominal 1 per cent increase in price
realization will boost net income by 6.40 per cent for Coca-Cola and 28.70 per cent
for Philips. The price-positioning and the value-delivery mechanisms should be done
with one rule in mind: the performance of the product, or the value associated with it
should always be higher than the price. For instance, a company that has either a

18
product or a service whose performance or value is medium would do well to follow a
low-cost pricing strategy.
Well in tune with this, Baba Ramdev's potion of Pranayama is cheap. He urges people
not to lose hope or suffer and depend on expensive treatments. Indian Pranayama
Yoga is there to help treat all the ailments completely without costly medicines,
operations or surgery. It is amazing, but it is claimed to be true that this is the
cheapest and the only complete cure to most of the so called incurable diseases like
Diabetes, Cancer, HIV & AIDS too.

1.1.8 Promotional Strategy

Edwin L. Artzt quoting the chairman and CEO of P& G has likened advertising to
exercising saying that "Think of advertising and promotion as exercise and recreation.
Advertising is exercise. It's something you need and it provides long-term benefits,
but it's awfully easy to either cut or postpone because there's no immediate penalty for
not exercising. When you want your brand to be fit, it's got to exercise
regularly." And here's a situation when exercising in itself becomes the object of
promotion.
It is a well established fact that advertising affects consumers. The literature on
advertising has traditionally emphasized the persuasive nature of advertising: its
purpose is to alter consumers' tastes for established brand names or company
reputations (Bagwell, 2007, Dixit and Norman, 1978). But there is a difference in
opinion and Stigler and Becker (1977) and Becker and Murphy (1993) argue that
advertising is part of consumers' preferences in the same way as goods and that there
are complementarities between advertising and goods. Hence, a more-advertised good
is ceteris paribus preferred over a less-advertised good. Whatever be the case, Baba
Ramdev has hit both the opinions as he is advertising and at the same time not
advertising. Baba Ramdev's live yoga classes became a passion.
And it all began in the year 2002 when Sanskar television channel started airing Baba
Ramdev's yogic classes; overnight, Baba Ramdev became a sensation he had
hundreds of followers who morphed into thousands. Then Sanskar channel's rival
Astha channel signed him. In two years time he was a hit and with him also the
channel benefited. His TV shows have the largest TRP. Today, he is one of the
biggest draws on Indian television. He can be seen not only on religious channels like
Aastha, but also news and features channels like India TV and Sahara One. Millions
19
around the country follow his programmes religiously and use ayurvedic medicines
prescribed by him.
There was an eight-month waiting period before one could see Ramdev, he was being
booked that far ahead by television channels for his live yoga classes each morning.
His yoga sessions were beamed live into 170 countries (Bijay Simha, 2007)
Also, Baba Ramdev's pack one DVD, two Video CDs written three books on
Yoga, Pranayama Herbal Remedies and Magazines are available. This set of four
promotional material with a Research Oriented Monthly Magazine of Yog,
Spiritualism, Ayurveda, Culture And Tradition-Yog Sandesh available in 5 languages
can do much to lure customers. Even healthy people are following his Yoga
Pranayama regimen, as available in his DVDs, VCDs, Books & magazines etc., to
keep fit.
It is a well-established fact that; "brands set the product and the producer of that
product apart from the competition". There are special though very obvious facts that
this Brand has also mass customized itself to satiate all and thus have made a distinct
place for itself. In an era when the marketers are faced with the challenge of getting
their message heard by consumers who are hard to find and even harder to influence,
this Brand has worked wonders and all because of its all-inclusive image.

1.2 INTRODUCTION TO CUSTOMER SATISFACTION

Customer satisfaction refers to the extent to which customers are happy with the
products and services provided by a business. Customer satisfaction levels can be
measured using survey techniques and questionnaires.
Definition 1:
Customer satisfaction is equivalent to making sure that product and service
performance meets customer expectations.
Definition 2:
Customer satisfaction is the perception of the customer that the outcome of a business
transaction is equal to or greater than his/her expectation.
Definition 3:
Customer satisfaction occurs when acquisition of products and/or services provides a
minimum negative departure from expectations when compared with other
acquisitions. Gaining high levels of customer satisfaction is very important too

20
business because satisfaction customers are most likely to be loyal and to make repeat
orders and to use a wide range of services offered by a business .There are many
factors which lead in high levels of customer satisfaction including. Products and
services which are customer focused and hence provide high levels of value for
money. What is clear about customer satisfaction is that customers are most likely to
appreciate the goods and services that they buy if they’re made to feel special. This
occurs when they feel that the products and services that they buy have been specially
produced for them or for people like them.

1.2.1 Benefits of Customer Satisfaction

The importance of customer satisfaction and support is increasingly becoming a vital
business issue as organization realize the benefits of Customer Relationship
Management (CRM)for providing effective customer service. Professionals working
within customer-focused business or those running call centers or help desks, need to
keep informed about the latest customer satisfaction techniques for running a valuable
customer service function. From small customer service departments to large call
centers, the importance of developing a valued relationship with customers using
CRM is essential to support customer and long-term business growth.

1.2.2 What Do Customers Want?

Before we begin to create tools to measure the level of satisfaction, it’s important to
develop a clear understanding of what exactly the customer wants. We need to know
what our customers expect from the products and services we provide. Customer
expectations have two types –
 Expressed.
 Implied.
 Customer Expectations are those requirements that are written down n the contract
and agreed upon by both parties for example, product specifications and delivery
requirements. Supplier’s performance against these requirements is most of the
items directly measurable.

Customer Expectations are not written or spoken but are the ones the customer would
‘expect’ the supplier to meet nevertheless. For example, a customer would expect the

21
service representative who calls on him to be knowledgeable and competent to solve a
problem on the spot. There are many reasons why customer expectations are likely to
change overtime. Process improvements, advent of new technology, changes in
customer’s priorities, improved quality of service provided by competitors are just a
few examples. The customer is always right. Supplier’s job is to provide the customer
what he/she wants, when he/she wants it. Customer satisfaction is customer’s
perception that a supplier has met or exceeded their expectations.

1.2.3 What Constitutes Satisfaction?

We cannot create customer satisfaction just by meeting customer’s requirements fully
because these have to be met in any case. However failing short is certain to create
dissatisfaction Major Attributes of customer satisfaction in banking industry can be
summarized as:
 Product quality
 Premium Outflow
 Return on Investment
 Services
 Responsiveness and ability to resolve complaints and reject reports.
 Overall communication, accessibility and attitude.

1.2.4 What Are The Tools?

Customer expectations can be identified using various methods such as:
Periodic contract reviews.
Market Research.
Telephonic Interviews.
Personal visits.
Warranty records.
Informal discussions.
Satisfaction surveys depending upon the customer base and available resources, we
can choose a method that is most effective in measuring the customer’s perceptions.
The purpose of the exercise is to identify priorities for improvements. We must
develop a method or combination of methods that helps to continually improve
service.

22
23
 REVIEW OF LITERATURE

A literature review is a body of text that aims to review the critical points of
current knowledge on a particular topic. Literature reviews are secondary sources, and
as such, do not report any new or original experimental work.
Following are the reviews of literature that were considered for the purpose of the
study:

McDaniel (2011) mentioned and concluded that the most significant and yet
seemingly ignored topics in the field of consumer behavior-consumer knowledge. In
order to aid the consumer behavior instructor, this concept is explored from the
standpoint of how knowledge is interwoven with many commonly used terms and
theories in consumer behavior.

Hansen (2011) mentioned and concluded that inspired by the observation that most
introductory marketing texts seem to contain an ever-growing list of facts and
concepts, this article describes a method that helps students develop a set of study
skills that will improve their learning and comprehension, as well as their grades. The
method presented here is related to traditional outlining, and it takes advantage of
well-known findings in memory research to sharpen students’study skills.

Jain (2012) concluded that by helping students develop a study routine based on
rehearsal, chunking, and elaboration of course material, both memory and
comprehension are improved. In two exploratory studies, students using the proposed
method received higher test scores than those using a more conventional approach.
This method is recommended for students who may not already have developed sound
study skills or for those who may want to improve their knowledge of the subject as
well as their grades.

Clark (2012) mentioned and concluded that we investigate the dominant role of
advertising - whether it provides information or changes consumers' brand perceptions
- for a wide range of product categories. For the empirical analysis, we assembled a
panel data set that combines annual brand-level advertising expenditures for over
three hundred brands with measures of brand awareness and perceived quality from a
large-scale consumer survey. Advertising is modeled as a dynamic investment in a

24
brand's stocks of awareness and perceived quality and we ask how such an investment
changes brand awareness and quality perceptions.

Cruise (2013) conducted a research and concluded that our panel data allow us to
control for unobserved heterogeneity across brands and to identify the effect of
advertising from the time-series variation within brands. They also allow us to
account for the endogeneity of advertising through recently developed dynamic panel
data estimation techniques. We find that advertising has consistently a significant
positive effect on brand awareness but no significant effect on perceived quality.

Naik (2014) mentioned and concluded that Companies spend hundreds of millions of
dollars annually on advertising to build and maintain awareness for their brands in
competitive markets. However, awareness formation models in the marketing
literature ignore the role of competition. Consequently, we lack both the empirical
knowledge and normative understanding of building brand awareness in dynamic
oligopoly markets. To address this gap, we propose an N-brand awareness formation
model, design an extended Kalman filter to estimate the proposed model using market
data for five car brands over time, and derive the optimal closed-loop Nash
equilibrium strategies for every brand. The empirical results furnish strong support for
the proposed model in terms of both goodness-of-fit in the estimation sample and
cross-validation in the out-of-sample data. In addition, the estimation method offers
managers a systematic way to estimate ad effectiveness and brands as well as
competitors' brands. Finally, the normative analysis reveals an inverse allocation
principle that suggests - contrary to the proportional-to-sales or competitive parity
heuristics - that large (small) brands should invest in advertising proportionally less
(more) than small (large) brands.

Draganska (2015) mentioned and concluded that combines annual brand-level

advertising expenditures for over three hundred brands with measures of brand
awareness and perceived quality from a large-scale consumer survey to study the
effect of advertising. Advertising is modeled as a dynamic investment in a brand's
stocks of awareness and perceived quality and we ask how such an investment
changes brand awareness and quality perceptions. Our panel data allow us to control
for unobserved heterogeneity across brands and to identify the effect of advertising
from the time-series variation within brands. They also allow us to account for the
25
endogeneity of advertising through recently developed dynamic panel data estimation
techniques. We find that advertising has consistently a significant positive effect on
brand awareness but no significant effect on perceived quality.

Kathuria (2015) mentioned and concluded that Branding is one of the most important
factors influencing a product’s success or failure in the market and it can have a
significant influence on the perception of the general public towards the company
owning the brand. Brand loyalty not only represents the brand of the company but
also the company itself. This study has been conducted to know the brand awareness
and brand loyalty of consumers towards hair shampoos. The study highlights that the
major sources of awareness for hair shampoos are television advertisements, and
friends and relatives. The study further highlights that the important factors
influencing brand loyalty towards hair shampoos are product quality (dandruff
removal, shine and silkiness, and ingredients), availability of the preferred brand and
brand image.

Katnoria (2016) estimated the method offers managers a systematic way to estimate
ad effectiveness and brands as well as competitors' brands. Finally, the normative
analysis reveals an inverse allocation principle that suggests - contrary to the
proportional-to-sales or competitive parity heuristics - that large (small) brands should
invest in advertising proportionally less (more) than small (large) brands.

Shrivastva (2016) concluded that consumer-oriented, multi-technology, multi-

specialist transport system in Indian and International markets, with a proven
commitment to excellence in every facet of activity, and the pursuit of value-based
policies to satisfy the aspirations of society, Consumers, vendors, employees and the
entire Automobile and Transport Industry.

As the conclusion said that basic purpose of making the analysis from the view point
of general consumer was to know the perception of the consumer towards the product.
This signifies so as to analyze the clear study of overall consumer’s habit there are
various factors considered by the consumers while purchasing like price durability
shine advertisement and dealers location etc.

26
27
3.1 NEED OF THE STUDY
The brief study on review of literature revealed the fact that number of studies have
been carried out in the area of the customer satisfaction but in Indian context, still a
wide gap exist in the research field with particular stress on the same aspect. In order
to fill the research gap the need aroused to study consumer satisfaction towards
Patanjali products.

3.2 SCOPE OF THE STUDY

The Scope of the study was limited to Jalandhar District of Punjab only. The study
was conducted in the year 2018. The consumers who are using Patanjali products in
Jalandhar area.

3.3 OBJECTIVES OF THE STUDY

As we know that each and every study that took place has some objectives behind it
which are framed by the researcher before conducting the study. The well-structured
objectives guide the researcher throughout the study. So, in the same manner the
present study also has some objectives that are to be fulfilled. Objectives of the study
were stated as follows:
1. To study the awareness level about Paanjali products.
2. To study the factors that influences the consumers to buy Patanjali products.
3. To compare between Patanjali and other products in terms of brand loyalty.

28
29
 RESEARCH METHODOLGY

RESEARCH DESIGN
Research is a procedure of logical and systematic application of the fundamentals of
science to the general and overall questions of a study and scientific technique, which
provide precise tools, specific procedures, and technical rather philosophical means
for getting and ordering the data prior to their logical analysis and manipulation
different type of research designs is available depending upon the nature of research
project, availability of manpower and circumstances.
According to D. Slesinger and M. Stephenson research may be defined as” the
manipulation of things, concepts or symbols for the purpose of generalizing to extend,
correct or verify knowledge, whether that knowledge aids in the construction of
theory or in the practice of an art”. Thus it is original contribution to the existing stock
of knowledge of making for its advancement.
PROBLEM DEFINITION
Problem defining was the describing the problem or identifying the problem
prevailing in the organization & find the options for the best optimal solution to solve
the problems.
Research methodology for the current study was divided into following sections:

4.1 RESEARCH DESIGN

Research Design was an arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy on
procedure. The research problem having been formulated in clear-cut term helps the
researcher to prepare a research design. The preparation of such a design facilitates in
conducting it in an efficient manner as possible. It was a blue print for the fulfilment
of objectives and answering questions. This research was descriptive and conclusion
oriented.
 Descriptive Research
Descriptive research includes surveys, facts, finding and inquiries of different kinds.
The major purpose of descriptive research was description of the state of affairs, as it
exists at present. Descriptive research was that kind of research where the researcher
has no control over the variables. Reporter can only report what has happened or what

30
was going to happen. But these incidents cannot be changed by the researcher.
Research was descriptive because study of consumer reception regarding solar
products.
 Conclusion Oriented Research
The research was conclusion oriented because this research aimed at studying the
consumer reception regarding solar products in different districts of Punjab state only.
In other words it was a research when we give our own views about the research.

4.2 SAMPLING DESIGN

The following factors have to decide within the scope of sample design:
4.2.1 Universe
The universe of the study includes the respondents of the Jalandhar area.
4.2.2 Sampling Unit
Sampling unit consists of the consumers of Patanjali products.
4.2.3 Sampling Size
In this study the sample size is of 100 respondents.
4.2.4 Sampling Technique
In this the sampling technique is Non- Probability Convenience sampling, where
population elements are selected for inclusion in sample based on ease of access.

4.3 DATA COLLECTION AND ANALYSIS

4.3.1 Data collection
The data was collected from the sources.
 Secondary data:
Secondary data were those which had already been collected by someone else and
which had already been passed through the statistical process. In this case one was not
confronted with the problems that are usually associated with the collection of
original data. Secondary data either was published data or unpublished data.
Secondary data was collected from govt. publications, journals, magazines, financial
records, web sites and annual publications of the company. In this study secondary
source used was websites and journals.

31
 Primary data:
Primary data was collected afresh and for the first time, and thus happen to be original
in character. It was the backbone of any study. Primary data had been collected by
conducting surveys through questionnaire. Survey questionnaire was self-
administered and was distributed personally. The respondents were debriefed for the
objectives of the research and were informed that the returned questionnaires would
be treated confidentially. The questionnaire was distributed to 100 respondents. It was
divided into two sections. Section A consisted of the demographic profile of the
respondents and Section B consisted of the major portion of the study. The
questionnaire consisted of one rank question, one question on Liker’s scale, both
open- ended and close-ended questions
4.3.2 Tools of Analysis and Presentation: -
To analyse the data obtained with the help of questionnaire, following tools were
used.
i) Summated Score: - The data which was collected through Likert scaling being
analysed through summated score method.
ii) Tables: - This was a tool to present the data in tabular form.
iii) Percentage and Pie Charts: - These tools were used for analysis of data.

4.4 LIMITATIONS OF THE STUDY

The limitations of the study are as follows:
 Due to shortage of time available at disposal, we were not able to collect as much
information as needed for the study.
 There may be untrue information provided by the respondents for the study.
 Biasness in the responses of respondents may be there.
 The sample may not be a true representative, as due to location factor, the
respondents may not be representative of the whole universe.
 As there is always a cost factor involved in every research, so it is not possible to
include large universe.

32
33
 DATA ANALYSIS AND INTERPRETATION
The data has been processed and analyzed by tabulation interpretation so that findings
can be communicated and can be easily understood. The findings are presented in the
best possible way. Tables and graphs had been used for illustration of findings of the
research.
Table 5.1: Demographic Profile of Customers
Demographics No. of Respondents Percentage of Respondents
Age
25-35 years 20 20
35-45 years 40 30
45-55 years 20 20
Above 55 years 20 20
Total 100 100
Gender
Male 60 60
Female 40 40
Total 100 100
Occupation
Govt. Employees 60 60
Private Employees 30 30
Businessman 10 10
Others please specify 0 0
Total 100 100
Income (Rs.)/month
Below10,000 30 30
10,000-30,000 40 40
30,000-50,000 20 20
Above 50,000 10 10
Total 100 100

34
Statement 1: Awareness regarding Patanjali products.

Table 5.2: Awareness Regarding Patanjali Products

Response No. of Respondents %Age of Respondents
Yes 100 100
No 0 0
Total 100 100

Figure 5.1: Awareness Regarding Patanjali Products

120

100
100

80

60

40

20

0 0
0
Yes No

Analysis and Interpretation:

From the above Pie-chart it is shown that. All the respondents are aware of Patanjali
products.

35
Statement 2: Media of advertisement give you awareness regarding Patanjali
products.

Table 5.3: Media of Advertisement Give You Awareness

Media No. of Respondents %Age of Respondents
TV 70 70
Print Media 20 20
Internet 10 10
Total 100 100

Figure 5.2: Media of Advertisement Give You Awareness

80
70
70

60

50

40

30
20
20
10
10
0
0
TV Print Media Internet

Analysis and Interpretation:

From the above Pie-chart it is shown that, most of respondents i.e 70% get awareness
regarding the Patanjali products through TV followed by 20% respondents through
print media and the remaining 10% through internet.

36
Statement 3: Company’s product do you buy the most.

Table 5.4: Company’s Product do you buy the Most

Company Name No. of Respondents %Age of Respondents
Others 70 70
Patanjali 30 30
Total 100 100

Figure 5.3: Company’s Product do you buy the Most

80
70
70

60

50

40
30
30

20

10
0
0
Other Patanjali
Company

Analysis and Interpretation:

From the above chart it is shown that, mostly people buy other company’s products.
Only 30% respondents buy Patanjali Products.

37
Statement 4: Factors that influence you to buy other company’s products.

Table 5.5 Factors that Influence you to buy other Company Products
Factors No. of Respondents %Age of Respondents
Brand Name 20 28
Availability 25 35
More Awareness 5 7
Quality Faith 10 14
Sales Promotion 10 14
Total 70 100

Figure 5.4: Factors that Influence you to buy Other Company Products

40
35
35

30 28

25

20
14 14
15

10 7
5
0
0
Brand Availability More Quality Sales
Name Awareness Faith Promotion

Analysis and Interpretation:

From the above chart it is shown that majority of respondents buy company products
due to its brand name and availability. Faith in quality and sales promotion techniques
factors also influence the consumer to buy the product.

38
Statement 5: Factors that influence you to buy Patanjali products.

Table 5.6: Factors that Influence you to buy Patanjali Products

Factors No. of Respondents %Age of Respondents
Purity 6 20
No Chemical Used 6 20
Natural Ingredients 3 10
Price Factor 15 50
Total 30 100

Figure 5.5: Factors that Influence you to buy Patanjali Products

60
50
50

40

30
20 20
20
10
10
0
0
Purity No Natural Price Factor
Chemical Ingredients
Used

Analysis and Interpretation:

From the above chart it is clear that majority of respondents i.e. 50% buy patanjali
products due to price factor followed by 20% respondents due to purity of the
product. Rest of respondents says no chemical used and natural ingtedients.

39
Statement 6: Give your perception in the following factors regarding buying of
other company’s and Patanjali products.

Table 5.7: Factors regarding buying of Other Company and Patanjali Products
Factors Other Company Patanjali Total
Availability 75 25 100
Sales Promotion 100 0 100
Less Side Effects 40 60 100
Celebrity 80 20 100
Endorsement
More Awareness 70 30 100
Brand Loyalty 65 35 100
Attractive Package 60 40 100

Figure 5.6: Factors regarding buying of Other Company and Patanjali Products
120
100
100
80
80 75
70
65
60 60
60
40 40
40 35
30 Others
25
20
20 Patanjali
0
0

Analysis and Interpretation:

From the above table and chart it is clear that majority of respondents says that greater
availability, more awareness, celebrity endorsement in other cmpany’s products as
compared to Patanjali products. Less side effects in Patanjali products are found.

40
Statement 7: Satisfaction of Patanjali products in terms of brand loyalty.

Table 5.8: Satisfaction of Patanjali products in terms of Brand Loyalty

Response Patanjali Percentage
I intend to buy products of this brand in the 15 15
near future
I intend to buy other products of this brand 25 25
I consider this brand my first choice in its 5 5
different product categories
I say positive things about this brand to other 30 30
people
I have or would recommend this brand to 15 15
someone who seeks my advice
I don’t bother looking at alternative brands; 10 10
this brand is good enough for me
Total 100 100

Analysis and Interpretation:

From the above tablet it is clear that majority of consumers of Patanjali say positive
things about this brand to other people and they intend to buy other products of this
brand in the future.

41
Statement 8: Perception regarding the brand image of Patanjali products.

Table 5.9: Perception regarding the brand image of Patanjali products

Factors No. of Respondents %Age of Respondents
A modern innovative 10 10
brand
Buy its products being an 60 60
Indian herbal brand
Spiritualism associated 30 30
with the brand
Total 100 100

Figure 5.7: Perception regarding the brand image of Patanjali products

70
60
60

50

40
30
30

20
10
10

0
A modern innovative Buy its products being an Spiritualism associated
brand Indian herbal brand with the brand

Analysis and Interpretation:

From the above chart it is clear that majority of respondents i.e. 60% buy Patanjali
products because of Indian herbal brand. Spiritualism is also associated with this
brand.

42
Statement 9: Overall satisfaction with Patanjali products.

Table 5.9: Overall satisfaction with Patanjali products

Satisfaction No. of Respondents %Age of Respondents
Highly Satisfied 0 0
Satisfied 25 25
Neutral 60 60
Dissatisfied 15 15
Highly Dissatisfied 0 0
Total 100 100

Figure 5.7: Overall satisfaction with Patanjali products

70
60
60

50

40

30 25

20 15

10
0 0
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly
Dissatisfied

Analysis and Interpretation:

From the above chart it is clear that majority of respondents i.e. 60% are neutral with
satisfaction level. Only 25% respondents are satisfied and the remaining 15%
respondents are dissatisfied.

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44
 FINDINGS OF THE STUDY

After conducting a research on “Customer Satisfaction towards Patanjali Products”,

the findings were as follows:
 All the respondents are aware of Patanjali products.
 Most of respondents i.e 70% get awareness regarding the Patanjali products
through TV followed by 20% respondents through print media and the remaining
10% through internet.
 Mostly people buy Other Company’s products. Only few respondents buy
Patanjali Products.
 Majority of respondents buy other company’s products due to its brand name and
availability. Faith in quality and sales promotion techniques factors also influence
the consumer to buy the product.
 Majority of respondents i.e. 50% buy patanjali products due to price factor
followed by 20% respondents due to purity of the product. Rest of respondents
says no chemical used and natural ingredients.
 Majority of respondents says that greater availability, more awareness, celebrity
endorsement in other company products as compared to Patanjali products. Less
side effects in Patanjali products are found.
 Majority of consumers of Patanjali say positive things about this brand to other
people and they intend to buy other products of this brand in the future.
 Majority of respondents i.e. 60% buy Patanjali products because of Indian herbal
brand. Spiritualism is also associated with this brand.
 Majority of respondents i.e. 60% are neutral with satisfaction level. Only 25%
respondents are satisfied and the remaining 15% respondents are dissatisfied with
Patanjali products.

45
46
7.1 CONCLUSION OF THE STUDY
The development of a strong relationship between customers and a company could
likely prove to be a significant opportunity for competitive advantage. This
relationship is no longer based on features like price and quality alone. Today it is
more the perceived experience a customer makes in his various interactions with a
company (e.g. how fast, easy, efficient and reliable the process is) that can make or
break the relationship. Problems during a single transaction can damage a so far
favorable customer attitude.

Customers’ perception towards a brand is built largely on the satisfactory value the
user receives after paying for the product and the benefits the user looks for. In this
research it is concluded that all the respondents are aware of Patanjali products.
Television advertisements are the major source of awareness among people. In
comparison between other company and Patanjali products people buy mostly other
company’s products. The reason behind is more awareness, availibilty, sales
promotion schemes of the company. Out of 100 respondents only 30 respondents buy
the products of Patanjali. Actually there is a lack of awareness regarding the product
details among the people. Sales promotion schemes is not available in Patanjali
products. People generally buy Patanjali products due to chemical free and natural
ingredients factor. The price of the Patanjali products are cheaper than other
company’s product. The perception regarding Patanjali products is that people buy its
products being an Indian herbal brand. Mostly the respondents are neutral with the
satisfaction level of Patanjali products.

47
7.2 RECOMMENDATIONS OF THE STUDY
After the detailed study on “Customer Satisfaction towards Patanjali products”, the
following recommendations can be suggested:

1. The companies must concentrate on performance improvement of their products.

2. The companies must concentrate on brand image in the market through launching
various promotional activities.
3. To make a successful product, Patañjali’s marketing strategy should attract long
term consumers.
4. Company should increase their distribution channels.
5. Company should increase their outlet and stores.

48
49
 REFERENCES

Clark et al. (2012). Herbal Medicine for Market Potential in India: An Overview;
Journal of Marketing and Research, pp 115-119
Cruise D. (2013). Public awareness, patterns of use and attitudes toward natural health
products in Kuwait:A cross-sectional survey. BMC Complementary and Alternative
Medicine, 14(105).
Draganska A. (2015). Baba Ramdev's Business Empire Soars, With His Own Rising
ProfileBaba. The Huffington post in Association.
Hansen M. (2011). Marketing Management-A South Asian Perspective (14th ed.);
New Delhi: Dorling Kindersley (India) Pvt.Ltd.
Herzog, H. (2010) Behavioral Science Concepts for Analyzing the Consumer. In:
Bliss, P., Ed., Marketing and the Behavioral Sciences, Allyn and Bacon, Inc., Boston,
76-86.
Jain M. (2012). Marketing Research: An Applied Orientation (6th ed.). New Delhi:
Dorling Kindersley (India) Pvt.Ltd.
Kathuria et al. (2015). Decline and variability in brand loyality. International Journal
of research and Marketing, pp: 405-420.
Katnoria R. (2016). Customer satisfaction should not be the only goal. Journal of
service marketing, pp: 514-523.
Naik et al. (2014). Service equity satisfaction and loyalty: from Transaction specific
to Cummulative Evaluation. Journal of Service Research.
McDaniel D..J. (2011). Strategic Brand Concept-Image Management. Journal of
Marketing, 50, 135-145, http://dx.doi.org/10.2307/1251291
Shrivastva P. (2016) In Search of Brand Image: A Foundation Analysis. Advances in
Consumer Research, 17, 110-119.

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51
 QUESTIONNAIRE

Dear Sir/Mam,
I am a student of MBA final year student, am doing a project on
“Customer Satisfaction towards Patanjali products”. For the purpose of
completing the task, I have prepared a questionnaire. Therefore, I would be highly
obliged if you spare a few minutes to fill it up.
Thank you

Demographic Information:
Name: …………………………………………………………

Gender: Male Female

Age: 0-20 21-30

31-50 Above 51
Occupation: ……………………………………………………
Income: Less than 10,000 10,000-20,000
20,000-30,000 30,000 and Above

Statement 1: Awareness regarding Patanjali products.

Yes [ ] No [ ]

Statement 2: Which media of advertisement give you awareness regarding

Patanjali products?
TV [ ] Print Media [ ] Internet [ ]

Statement 3: Which company’s product do you buy the most?

Others [ ] Patanjali [ ]

Statement 4: What are the factors that influence you to buy other company’s
products?
Brand Name [ ] Availability [ ]

More Awareness [ ] Quality Faith [ ]

52
Sales Promotion [ ]

Statement 5: What are the factors that influence you to buy Patanjali products?
Purity [ ] No Chemical Used [ ]

Natural Ingredients [ ] Price Factor [ ]

Statement 6: Give your perception in the following factors regarding buying of

Other Company or Patanjali products.
Availability [ ] Sales Promotion [ ]

Less Side Effects [ ] Celebrity [ ]

Endorsement [ ] More Awareness [ ]

Brand Loyalty [ ] Attractive Package [ ]

Statement 7: Satisfaction Level of Patanjali products in terms of brand loyalty.

I intend to buy products of this brand in the near future [ ]

I intend to buy other products of this brand [ ]

I consider this brand my first choice in its different product categories [ ]

I say positive things about this brand to other people [ ]

I have or would recommend this brand to someone who seeks my advice [ ]

I don’t bother looking at alternative brands; this brand is good enough for me [ ]

Statement 8: Perception regarding the brand image of Patanjali products.

A modern innovative brand [ ]

Buy its products being an Indian herbal brand [ ]

Spiritualism associated with the brand [ ]

Statement 9: Overall Satisfaction towards Patanjali Products.

Highly satisfied [ ] Satisfied [ ]

Neutral [ ] Dissatisfied [ ] Highly Dissatisfied [ ]

53