How Patanjali went on to become a Consumer Favourite

Tanvi Jetly
Tanvi Jetly Apr 05 2018 - 4 min read
How Patanjali went on to become a Consumer Favourite
Patanjali has considerably grown a lot over the years and there are many reasons to it.

With a heroic rise in the FMCG sector and making some big companies taste dirt within a period of a few months, Patanjali Ayurved has grown to be a really successful name in the market. The brand has made a special place in not only the homes of Indian consumers but also in their hearts. With a huge variety of products in every category, the brand is exponentially growing every day. Focusing on natural and healthy living, the brand produces products that are safe and good for daily usage.

The company started in 2006 by Baba Ramdev with his close associate, Acharya Balkrishna and since then has never looked back. The brand rose to staggering Rs 5000 crore in the financial year 2016 from Rs 450 crore in the financial year 2012. Patanjali is one of the big players of India. They have merged together Ayurveda with low prices and the feeling of Swadeshi which have contributed to being the biggest factors of their success.

Pocket-Friendly Pricing
When we compare Patanjali’s products with any of its rival companies, the first point that wins the heart of an Indian consumer is the low pricing. With the tag of selling pure and natural products, the prices are a big factor in attracting masses. The brand aims at providing products for every kind of consumer and does not solely focus on making profits.

The ‘Swadeshi’ Feeling
Formulating and manufacturing products for your countrymen is the feeling the brand gets but consumers also feel a sense of responsibility in promoting a ‘Made in India’ brand. The use of Indian ingredients in the manufacturing of Patanjali products not only has proven to be a strong base for gaining consumer trust but has also given strength to many other small manufacturers and retailers in the Indian market. The feeling of helping India grow and being self- sufficient has taken Patanjali to the top.

Huge Variety to Choose From
From daily needs to beauty to health and wellness and what not, Patanjali has taken over almost each and every category of FMCG to cater to the Indian consumers. There are a variety of products to choose from and Indians are spoiled for choices. Apart from this, the brand is aiming to produce many other new products so that consumers do not have to depend on MNC companies for them.

Great Advertising
At the beginning of their journey, Patanjali was not as much focussed on advertising as they are now. Smart advertising has made the company reach out to a much larger group of people and their philosophy of having Baba Ramdev to promote most of their products in the advertisements is doing really well. The brand is not just reaching out to consumers in Northern India but is also expanding its branches and influencing consumers in Southern India as well.

The ‘Baba Ramdev’ Factor
Being a yoga guru, Baba Ramdev had garnered a strong following for himself. People not only in India but abroad as well have blindly followed him in terms of Yoga and have always looked up at him for motivation to be fit. With such a huge following, his brand Patanjali was meant to do well. It’s not just because of his name and fame that the brand has made it so far but also his dedication and connection with every Indian that has powered his dream to make India self-sufficient and Ayurveda centred.

The times are changing and the preference of consumers is turning more healthy and safe than being plainly chemical based. In an era like this, Patanjali has risen to be the sole saviour, a brand that not only focuses on quantity but quality as well. They have tackled every major issue of an Indian consumer with a huge range of products that not only seem safe but are inspired by nature and Ayurveda. The brand has established a good name in the Indian market and is helping to make India self-sufficient in a big way.

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