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Journal of Retail Marketing National Research

& Distribution Management & Journal Publication
Vol. 1, Issue, 03. 25-36p, December, 2017

Research Article
The Marketing Mix Strategies of Patanjali Ayurveda
Sambhavi Shukla
Department of Management, SVIIT, Gorakhpur, UP

Abstract

Patanjali began working with Patanjali Yogpeeth in Hardiwar, Uttarakhand. Patanjali yogpeeth is one of
the largest yoga labs in the United States. Swami Ramdevji and Acharya Balkrishanaji is Patientjali
Ayurveda Ltd. was established for treatment, research and development Ayurveda Yoga and Ayurveda
produces pharmaceutical products. Patanjali Yogpeeth brought a coup in providing care and scientific
research, and provides health services in the country with a combined approach to Yoga and Ayurveda.
Free medical consultation infrastructure of Patanjali Yogpeeth has OPD, thousands of beds IPD,
radiology, cardiovascular and pathology laboratories, a yoga research department, free yoga classes, a
high-quality ayurvedic manufactured by Divya Pharmacy are drugs, cyber cafes, a huge hall, elderly
apartments grand museums , a library and reading rooms with 11,000 square feet of sales channels for
yoga and Ayurveda-related literature.

Keywords: Small sector BPO, Large sector BPO, MNC, Corporate Culture, Mental Fatigue

Copyright©2017, Sambhavi Shukla. This is an open access article for the issue release and distributed under the NRJP Journals License,
which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

INTRODUCTION
Founded in 2006 by Acharya BAL Krishna
and Baba Ramdev Patanjali Ayurveda is an
FMCG company in India. Patanjali
Ayurveda is the fastest growing FMCG
company in India. Patanjali Ayurveda
imports herbs from Himalayan Nepal.
Patanjali is a brand name of Gramudhyog in
Nepal and produces products in Nepal.
Patanjali Ayurveda is located in the fastest
growing FMCG company in India, said Gini
worth up to 3000 Crore in 5000 Crore sales
in the fiscal year 2015-16. Hindustan
Uniliver and P & G are FMCG companies
affected by the potential market share of
Patanjali. P & G and Hindustan Uniliver
attract customers with huge discounts and
remarkable offers(1).
Patanjali Ayurveda's marketing mix
products
Baba Ramdev constantly tries to use the
Indian brand by saving Indian people and
the economic growth of the company.
Patanjali is planning to buy all the well-
known brands that deal with beverages and
food. The service (yoga) that Baba Ramdev
sells is the product. This product
"Pranayama" is suitable for everyone,

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regardless of class, religion, culture and
success.
The unique contribution of Swamiji is to
lead a healthy life through simple breathing
exercises. Understand and meet the needs
and needs of customers. The atmosphere of
Patanjali yogpeeth is world class. Swami
Ramdev's Dimya medicines are known to be
100% natural, with little or no side effects.
Medicines can be purchased at very low
costs(2).
Medicines can cure any disease, from simple
colds to cancer. Patanjali has the following
products in competition. –
Dabur Honey: Patanjali Ayurveda offers
you the possibility to buy high-quality honey
with about 30% less than Dabur.
Colgate: Patanjali Ayurveda preaches in the
beginning how Colgate deceived people.
And Ayurveda is the best way to treat gums
and teeth.
Patanjali noodles: Patanjali noodles have
become famous while Maggi was away from
the market and certainly had damaged
Maggi, once the king of the noodle market.
The marketing mix price of Patanjali
Ayurveda
Developing an effective pricing strategy is
the most important and difficult part of the
marketing process. If, for example, price
formation rises nominally by 1%, net profit
rises 6.40% for Coca-Cola and 28.70% for
Philips. Baba Ramdev's Pranayama's costs
are cheaper than other medical treatments. It
is the cheapest and only treatment to treat
most of the so-called incurable diseases such
as diabetes, cancer, AIDS and AIDS.
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Posted in the marketing mix of Patanjali
Ayurveda
Patanjali Ayurveda is the fastest growing
FMCG company in India, but it is not
surprising to neighboring countries like
Nepal. Patanjali has a factory in Nepal.
Patanjali also imports Nepalese Himalayan
herbs. An established trade relationship
helps Patanjali to significantly expand its
wings in Nepal. As the service activities in
India and Nepal increase, Baba Ramdev will
certainly strive to overtake the markets in
many other countries. Impressive sales of
5000 Crores. In India, 1,000 stores sell
Patanjali products, which sell exclusively to
Patanjali, causing a local salesman to cause
an earthquake. The penetration rate will be
higher because the margin of the product is
good(3).
Promotions in the marketing mix of
Patanjali Ayurveda
Patanjali Ayurveda is with the slogan
"Prakriti ka Ashirwad". Now Patanjali
Ayurveda has earned a reputation and
popularity among the people thanks to Baba
Ramdev, a globally recognized yoga expert.
The ambassador of Patanjali is exclusively
responsible for the success of the brand.
Because his contribution to people's lives
was unbelievable because of yoga, people
felt biased when he founded his own Indian
FMCG company.
It is a fact that ads influence consumers.
Baba Ramdev broke both comments because
he advertised and at the same time did not
advertise. In 2002, the Aastha television
channel began broadcasting Baba Ramdev's
yoga classes. At night, Baba Ramdev
impressed hundreds of followers who turned
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 The Marketing Mix Strategies of Patanjali Ayurveda
Sambhavi Shukla
into thousands of people. Millions of people
across the country use Ayurvedic medicines,
which receive religious instruction and are
prescribed by their programs. His yoga
session was broadcast live in 170 countries.
Baba Ramdev's 1 DVD, 3 Yoga, Pranayama
Herbal Remedies and Magazines 2 video
CDs. He has learned a lot of adjustment and
practice skills, so that everyone has the
feeling that he is talking to himself
individually(4).
UNIQUE SELLING PROPOSITION
(USP)
"Society without disease - a free world of
medicines" was built and embraced the
dream of BABA RAMDEV. Extensive
research into the ancient results of
Pranayama yoga in recent years has shown
that good breathing techniques can
completely decode all diseases without
medication or surgery. He claims to have
trained 35,000 people who can prepare yoga
classes in different parts of the country.
Patanjali Yoga Ashram has 535 branches
and 15 centers expand. This means that we
are involved in creating new USPs where
customer requirements can be realized
without frustration. This is a unique sales
offer from Patanjali Ayurveda.
SWOT ANALYSIS
S STRENGTH
1. brand name
2. Strong TQM
3. Excellent marketing strategy
4. Innovative personality
5. Cheap attractive prices
W- Weakness
1. No standard advertisements
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2. Low concentrations of other important
countries
3. Low marketing strategy
O-OPPPERTUNITY
1. Possibility to become the best MNC in the
world
2. Expansion
3. Maximum market share
THREAT
1. Government Provision
2. Maximum taxes
3. Lack of support from the foreign
government.
The key to Pathanjali's success
1. Low price:
Patanjali products offer attractive discounts
on competitive products. The company
improves profits by delivering products
directly from farmers and reducing
intermediaries. They can therefore reduce
the purchase costs of raw materials and
produce products at much lower prices.
2. Strong distribution channels:
Patanjali products are sold through three
types of medical centers. This actually
includes the Patanjali Chikitsalayas clinic.
The following is the health and wellness
center of Patanjali Arogya Kendra. They
also have a non-medical channel, Swadeshi
Kendra's(5).
3. Baba Ramdev because of health and
strong brand association:
Patanjali is able to create brand awareness
for the health and well-being of the Indian
public, mainly through the association Baba
Ramdev. As a result, Patanjali products
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attract more people and buy products more
often.
4. It looks natural in a simple package.
Patanjali sells products in a very simple
package. Now many people will feel that
this is not a good strategy. But the truth is
that we work for Patanjali. With the help of
products such as Patanjali, promoting
'Ayurveda' and 'Health', simple packaging
can be a very effective way to advertise.
With its natural appearance (especially
leaves and herbs), consumers feel health and
well-being and feel attracted to buy
products.
5. Media Promotion:
Baba Ramdev is considered an expert in
yoga around the world. He has worked
closely with media and media and
maintained good relations. He is also known
for good relationships with many politicians.
So he used both facts to inform the company
about the costs for free.
6. Word of mouth:
Advertising and promotions generally
account for 12-20% of consumer spending
on consumer goods. When a new company
enters the company, these expenditures will
increase significantly. At the launch,
Patanjali followed a unique word-of-mouth
model, with no ads on total revenue.
Promoting word-of-mouth advertising was a
great success for our company because of
the loyalty of our customers
COMPETITION FROM PATANJALI
PROMPTS FMCG TO HIT BACK
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The movement of Ramdev is the movement
of competing companies for consumer
goods. 2,000 Rupees Patanjali, who plans to
increase sales up to 2.5 times in FY16, is the
core of the company.
Due to strong competition, most fast moving
consumer goods (FMCG) companies have
been reduced. Consider what the largest
FMCG company, Hindustan Unilever
(HUL), does: it has introduced its online
herbal brand Ayush 'revived'. Liver Ayush
Therapy's e-commerce platform has
launched new products with hair care, skin
care and pain relief. We intend to move the
brand to the general trade in the future. It is
also expected that the company will grow
'natural' products to new categories such as
health food, oral care and lip management.
Sanjiv Mehta, director of HUL, said: "As a
consumer goods company, we need to
respond to this growing awareness of
consumers' growing interest in natural and
processed foods." Ayush "We have now
taken Indulekha to increase our position in
the high-value-added hair oils sector."
Directly influenced by Patanjali, such as
Dabur, Emami and Himalayas, the company
operates in a hub / natural space, strengthens
its portfolio and makes its products relevant
to consumers.
Emami's director, Harsh Agarwal, said the
company is open to acquisitions to
strengthen its position in the herbal medicine
industry. "Ayurveda has not seen a new
trend for a long time, but the emergence of
new players is still underway, and we will
welcome them and continue to strengthen
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 The Marketing Mix Strategies of Patanjali Ayurveda
Sambhavi Shukla
our range with new variants, launches and
acquisitions."
Emami bought her brand Kesh King last
year and participated in Indulekha before
she left. Agarwal is looking for new goals,
some of which are located in the south(6).
Branch sources say that herbal and non-
pesticide companies are now returning to the
drawing board by looking at how they can
integrate natural ingredients in developing
new products.
For example, Godrej Consumer has released
neem-based mosquito coils. Cream hair
color with coconut oil. Natural Soap
Platform Godrej No 1 has released a new
variant. "We will reinforce these products if
we have other categories of new
innovations," says Sunil Kataria, business
manager at Godrej Consumer.
Dent Kanti in Patanjali Colgate, who has
increased his mass production with
toothpaste, has been putting salt-based
toothpaste on the market for several months
now. This toothpaste, a variant of Colgate's
active salt toothpaste, has been developed to
solve a spicy coup in India. Van Colgate is
expected to offer more products, such as
Patanjali threatening to start a business.
In the meantime, Dabur is launching a new
Ayurvedic product for men, women and
children. Existing products such as Dabur
Honey and Chawanprash are actively
promoted in the market, because Patanjali
has become the price warmer for these
categories.
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The Himalayan (other companies in herbal
products) have recently launched a series of
wellness products designed to provide
treatment solutions to consumers. A range of
products, ranging from anti-hair powder to
cream for weight loss, is part of this new
initiative(7).
Prepare To Fight
HUL: The company publishes the online
herbal brand Ayush "Resurrection". Plan to
increase the "natural" offer
Emami: merge and acquire to strengthen the
position of the company in the hub space
Godrej Consumer: take a new variation of
cream-colored hair, natural soap with
mosquito rinse and coconut oil.
Colgate: since the volume has risen since
Patanjali's Dent Kanti, the company has
actively advertised aggressive salt-taking
toothpaste.
Dabur: launch of Ayurveda products.
Actively promote Dabur Honey and
Chyawanprash
Himalaya: we recently launched a wellness
product that aims to provide therapeutic
solutions for consumers.
Patanjali Ayurveda - Mention of FMCG
Patanjali later started producing huge
Ayurvedic medicines that brought their
company to the FMCG market. Because the
FMCG market has low entry barriers,
Patanjali quickly became an important
manufacturer of consumer goods. Recent
trends clearly indicate that the preference of
the company is shifting from pharmaceutical
products to consumer goods, because the net
profit of FMCG is comparable to that of
Ayurvedic products.
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Patanjali Ayurveda - Current Market
Insight
Patanjali now has more than 350 products
ranging from soap to toothpaste, oats to
health drinks. The revenues of Patanjali
Ayurveda in 2014-2015 run by Rs. 2000
Cross figure. In January 2016, IIFL said:
"Patanjali Ayurveda Ltd achieved higher
sales than many companies in different
scams have achieved in a short period of less
than 10 years.

Figure 1: Turn over of Patanjali Ayurveda in crore

Figure 2: Total Income composition of Patanjali Ayurveda

Aggressive moves towards innovation R & D facility with state-of-the-art

Patanjali Ayurveda intends to aggressively
enter all consumer categories. At present,
Patanjali Ghee is expected to reach Rs 12
crore (INR) in fiscal year 2016, and securing
strong distribution expertise can pose a
serious threat to competitors. An innovative
technology, Patanjali has launched a mobile
app that allows consumers to find retail
channels and order Patanjali products online.
Patanjali's Supply Chain Management

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 The Marketing Mix Strategies of Patanjali Ayurveda
Sambhavi Shukla

The three stages of Patanjali's supply chain
are product flow, information flow and cash
flow. Patanjali recently entered into a
partnership with the Future Group to sell its
products. We also sell our products through
our own channels in almost every district /
city in India. Each channel must send its
requests to the central office of Hardiwar.
We then collect various products from
different Patanjali departments based on the
demand. The items are mainly transported
via channels to the Patanjali transport.

Figure 3: supply chain of Patanjali Ayurveda.

Sales and distribution - Patanjali Data analysis and interpretation

Patanjali sells the product online and can
deliver it by mail by sending it via a draft
request. Patanjali herbal products are
available nationwide at post offices.
Patanjali also has "Patanjali Chikatsalayas"
and "Patanjali Arogya Kendra" in almost
every city. In order to improve distribution,
Patanjali also implements ERP to help with
inventory management.
The target population for this study was
children, middle-aged men and women. The
target area of Delhi / NCR, a sample size of
100 people, was taken. 100 questionnaires
were received and the questionnaire was a
combination of both open and closed forms.
Some suppliers also conducted interviews
for preliminary research. Finally, we
analyzed the collected data and followed
them to reach conclusions and suggestions.

Figure 4: Recommendation of Patanjali Ayurveda.

One of the biggest limitations of Patanjali Use Patanjali Ayurveda products

Ayurveda is that the product is not available Patanjali products are used because it is
to consumers in the market. cheaper to buy than other products
manufactured by multinational companies,

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because the maximum number of people in a Ayurveda. 45 people use Ayurveda

specific research area is low. publications.

Frequently Use

So about 80% of people use patanjali

products in townhouses. And patanjali has
the confidence factor of naturally made
products without preservatives or harmful
chemicals.
Product categories of Patanjali Ayurveda
The questionnaire was performed on
randomly selected 100 people in a specific
area.
60% of people use patanjali product weekly
And 40% of people use patanjali product
monthly. As it depends upon the use of the
product and which type of product it is.
Recommend Patanjali Ayurveda
Products To Other

What I concluded is the maximum. Because

25 out of 100 people use patanjali medicines
and 45 people use food made by patanjali
Ayurveda. 30 out of 100 people decided to
use the superfood products from patanjali
Ayurveda. 55 people use Ayurveda products
that are naturally made by Patanjali
people were satisfied with patanjali
products, 75 people recommended patanjali
products and 10 people complained about
the use of patanjali products. Thirty-five
people begged to recommend the product to
others. And probably do not recommend the
product to others because it is their personal

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 The Marketing Mix Strategies of Patanjali Ayurveda
Sambhavi Shukla

opinion about the use of the product. Due to
the limitations of our studies, we did not
find accurate results with respect to the
study.
Why Do You Choose Patanjali Ayurveda
Products
45% of people prefer to purchase the
patanjali products from the patanjali stores
itself. 5% purchase from wholesaler. 20%
from retailer. 30% of people order online
patanjali products.
Have You Seen Any Tangible Health
Benefits Of Using Patanjali Ayurveda
Products

patanjali is for middle class, low class,

middle age and children. So most people
buy patanjali products on a cheaper and
more budget basis for people from the
Customers using patanjali products really
middle class. Health conscious people
felt a health benefit of using patanjali
naturally buy patanjali products from nature
Ayurveda as patanjali products are naturally
and have no negative consequences. So at an
made. 35% of people dint felt any hard and
affordable price about 35 out of 100 random
fast benefits of using a patanjali product. But
people buy patanjali. 45 people buy patanjali
65% felt betterment after using patanjali
products because they have no negative
product.
effect. Fifty people prefer the patanjali
product because of its good quality.
Do You Find Them Affordable
From Where Do You Buy It

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She probably finds the maximum number of
people the most suitable. Of the 100 people,
45 people are less expensive, while 25 out of
100 people can find them at the lowest
prices and at the lowest price. Two of the
100 people who were randomly asked did
not, but 35 did not.
Would You Like To Switch The Brand
In Near Future
The next best competitor of patanjali
Ayurveda is dabur India ltd., about 30
people want to switch to dabur after
patanjali, where 10 people will go with shri
baidyanath. And 25-25 people will go for
zandu pharmaceutical works and Himalaya
Drug Company after Patanjali And 10
people out of 100 will go for the emani
group.
Patanjali Ayurveda Products Genuine

Maximum no. of people are satisfied using
patanjali product and they are not going to
switch the brand in near future. 85 people
out of 100 will not going to switch the brand
in near future, while 15 people out of 100
people are going to switch the brand in near
future due certain limitation of patanjali
Ayurveda on which patanjali had to work a
lot.
Which Brand Would You Like To Switch
In Near Future
25 people out of 100 people said no that the
patanjali products are not genuine, Whereas
75 people said that the patanjali products are
genuine and natural. As patanjali products
are naturally made without any preservatives
and without any chemical substances. at’s
why maximum no. of population consider
patanjali products genuine.
Huge Rise of Indigenous Patanjali
Products Good For Our Country

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 The Marketing Mix Strategies of Patanjali Ayurveda
Sambhavi Shukla
Patanjali products are manufactured in India.
Every time we increase the sales of Patanjali
products, our revenues decrease and this will
have a clear impact on our economy. And it
is one of the most important things to offer
our customers healthy products that
absolutely affect the health of our country
and our country. Patanjali follows the road
of "MAKE IN INDIA". About 99 out of 100
people believe that Patanjali Ayurveda is
good for our country due to injuries. A
decline in income will increase the value of
Rs for foreign currencies and increase the
value of currencies. This can also help to
reduce spending on other large imports, such
as oil and coal, which can increase
significantly.
Is It Good To Buy A Patanjali Ayurveda
Products For Our Indian Economy
Most people do. We have said that it is
better to buy patanjali products for the
Indian economy because our exports are
shrinking and our economy is stable in our
economy. 90 out of 100 answers yes.
Excessive use of the natural environment
can be dangerous by saying no because ten
out of 100 people think they are harmful to
the natural environment. Employment will
increase. (Also poverty line). The
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dependence on external products is low.
(Drop in imports due to increased
production)
Satisfied You Are With Using Patanjali
Ayurveda Products
May be to people who are satisfied with the
use of patanjali products. 65 people are
completely satisfied with the use of the
product. Ten out of 100 people are not
satisfied with patanjali products. And 30 out
of 100 people are somewhat satisfied.
Renewable sources can not emit that much
production(8). Therefore, only traditional
energy sources are needed. This will pollute
air and water.
Suggestions
1. Quality as the most influential factor in
purchasing decisions. The price is also
important for the purchase decision.
2. The plan always attracts more consumers
for a certain brand. At the same time, before
the final decision is taken, the consumer will
give an idea of what he sees most in the
product.
3. Price reductions and additional quantities
are two important proposals / plans that
consumers encounter when buying
4. People buy more products from the brand
that fit the budget, more quantity + less costs
+ quality.
5. Because of the extra quantity with less or
the same price, more satisfaction, quality
and other factors, the consumer must switch
to a different brand.
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6. People are more qualitative and cost- 3. Soni P, Sandhu H. Patanjali:

oriented.
7. The consumer withholds the product
name on the basis of the company name and
the results of the company in the past.
8. There is too much demand for Patanjali
products on the market. This is because the
shortage regularly occurs in the market.
Conclusion
Patanjali Ayurveda was a problem for many
marketers in the field of personal marketing.
Patanjali Ayurveda rattled the entire FMCG
sector and caused an uprising in the industry
in an era of pure enchantment. What is
remarkable is that many people buy because
of the pleasure value associated with the
product. That is why patanjali attracts
reliable brand customers, not price-sensitive
customers. Will patanjali continue to grow
at the same rate? Or will Patanjali and
powerful players become a temporary
bubble that will eventually seek a strategy to
regain lost market share? Time will tell.
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