Decoding Patanjali’s Swadeshi Move in India

Nibedita Mohanta
Nibedita Mohanta May 31 2018 - 3 min read
Decoding Patanjali’s Swadeshi Move in India
Baba Ramdev, Founder of Patanjali Yogpeeth has slowly and steadily spread its roots in almost every possible business sector in India.


With the launch of “Swadeshi” messaging application, Kimbho and “Swadeshi” sim card, Yoga Guru Baba Ramdev is taking this “Swadeshi Move” in India to another level.

Baba Ramdev, Founder of Patanjali Yogpeeth has slowly and steadily spread its roots in almost every possible business sector in India becoming a multi-billion brand.

According to news reports Patanjali Ayurved Ltd is expecting to make a turnover of Rs. 20, 000 crore in this fiscal year FY19.

It began its journey in 1997 from opening Chikitsalaya (health clinics) and Vedic pharmacies, and now it has become the fastest growing FMCG brand leaving behind Dabur, Johnson & Johnson, Himalayas, Unilever, P&G, Colgate, and many others using the “Swadeshi” model.

The basic USP of Patanjali Ayurveda Limited is its fine blend of age-old Indian Ayurved with the modern usage in a cheaper price than what other brands were selling.

The basic business strategies of Patanjali Ayurveda Limited are as follows:

Look out for Scope:

Patanjali is in constant lookout for a scope to grow. For example as soon as Maggi was announced unhealthy for presence of MSG in it, immediately Patanjali launched its own noodles, similarly now that Reliance Jio is creating its own thunder, Patanjali has tied up with BSNL to come up with its “Swadeshi” sim card, providing benefits same as Jio but at a lesser price. And now it has announced the launch of “Swadeshi” messaging application, Kimbho, to capture the market, which is being ruled by WhatsApp.  

Cheap Price:

Patanjali sells its products for cheaper rates than the renowned brands, now struggling to battle with its popularity. 

This also helped in building a strong network by reaching out to the economically weak people at an affordable price.

Patanjali products are available in the market for discounts and due to its cheap pricing, every common man is able to purchase it and use it.

Marketing Strategy:

Yoga Guru Baba Ramdev sells Patanjali products on the basis of his face value. The yoga guru began as a yoga teacher and reached to every house, becoming one of the well-known faces in India.

Later he used his popularity and strength as the selling product for his business. People started getting inspired and believed in his products.

The herbal brand spends less on advertising unlike other brands only for the face of Baba Ramdev on the product and Ayurved on the tagline.

Quality Speaks:

In the times when chemically charged products and adulteration is surfacing on the labels of all the things available in the market, Patanjali has successfully convinced the Indian consumers that every product from Patanjali is free from chemical and adulteration.

Moreover, the brand claims to get its products directly from farmers while eliminating the middleman. Patanjali has also been proven that its products carry the best quality for consumers and the feedback has circulated from word of mouth by the consumers.

Strong Network:

Patanjali began with projecting itself as enormously Indian, which helped it in gaining the initial momentum, attracting all the common people, who believe in Ayurveda and its benefits.

Patanjali has a huge network starting from the distributor, supplier to consumer. As per reports earlier, the plan was to open one chikitsalaya at the interval of 5-10 km, to now at every 1-2 km. Local kiranas and shops also sell the product, not just exclusive Patanjali stores, which made it available for everyone at a reachable space.

Recently Patanjali has firmed its grounds in Nepal and is planning to expand in North-eastern states as well. Due to the strong distribution system and people’s demand production of Patanjali products is growing and so are its manufacturing units.

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