Strategy Study of

Brand Patanjali

Team Members
Anupam Kumar Vatsa
Anuska Chhabra
Cherry
Preethika D K
Ranit
Rupal Jain
With 5,000 Cr. In Sales, What’s The
Secret Behind Patanjali’s Massive
Success?
1. Increasing number of
health-conscious
people
2. Less price
3. Strong distribution
channels
4. Strong brand
association with health
5. Simple packaging, that
gives it a ‘natural’ look
6. Media promotions
7. Word-of-mouth
promotion 2
 Competitive analysis in the
Marketing strategy of Patanjali

Being present in different products segments and having 4 different sub-brands

has helped the company in having a high share of wallet of the customers.
Distribution is one of the critical instruments in the success of the FMCG players
in a country like India and Patanjali through its own retail outlets and partnered
channel of distribution has made the products available to its customers in most
of the locations in India.
In the FMCG market, it competes with players such as HUL, Dabur, Godrej,
Reckitt Benckiser, P & G and many others.

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× Market analysis in the Marketing
strategy of Patanjali –
× The market in which company
operates is overcrowded with a
large number of local, national
and international players eating up
each other’s market share.
Various factors such as inflation,
government regulations, changing
consumer dynamics,
changing lifestyle, and taste &
preferences are affecting the
players in the industry.

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Pricing in the marketing mix of Patanjali Ayurved –
Two factors that have made Patanjali Ayurved the fastest
growing FMCG company in India are: a) Use of Natural
Ingredients and Ayurved and b) Pricing. Pricing plays an
extremely important role in putting Patanjali Ayurved
ahead of its fierce competitors. Hindustan Uniliver and
P&G are trying their level best to cope up with the
competition but the love for Indian product growing in
people is not helping them.
Patanjali is educating people about the benefits of using
their products and are also using price comparison as an
effective marketing strategy. The pricing strategy is clearly
penetrative pricing because Patanjali knows that it cannot
conquer the market with higher prices. Plus, if the
ingredients are natural and domestic, the cost of the
product is lesser too. There is a drop of 25-30 percent of
price in almost every product when compared
to International Brands which is helping Patanjali reach
each and every household in India.
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 Place in the marketing mix of Patanjali Ayurved

Patanjali Ayurved is India’s fastest growing FMCG Company but it is not stopping it from spreading its
wing to neighboring countries like Nepal. Patanjali has a manufacturing unit in Nepal. Patanjali also imports
herbs from Himalayas in Nepal; the well-established trade relation is helping Patanjali expand its wings in
Nepal with great ease.
With the growing outreach in India and Nepal, Baba Ramdev surely will be aiming to overtake market in lot
of other countries. With impressive revenue of 5000 Crores, Patanjali is surely going to have a lot of fund
for expansion and growth.
In India, 1000’s of stores are now selling Patanjali products, and these stores are exclusively selling
Patanjali, making the local retailer quake. The penetration levels will only rise further as the margins in the
product are good too.

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Swot Analysis
Strengths Weakness Opportunities Threats
Increasing Competition
Baba Ramdev A low number of Growing organic sector
Price war
manufacturing units
Strong patriotism Expand Rural
Low margin to
Ayurveda and Herbal Going Global
distributors
Penetration Pricing Diversify
Lack of experienced
Strong Distribution management graduates
channels
E-commerce advantage
Keeping up with the
trends
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