Case Study: Patanjali: A Service For Mankind

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Case Study
Patanjali: A service for mankind
Hardika Goyal, Nikita Kumar, Sakshi Tayal, Divya Dutta

Introduction
Patanjali Ayurveda is one of the India’s leading FMCG companies established by Yoga Guru, Baba Ramdev. The company was set up with the motto to bring a wave of ayurveda and use it together with the modern technology for rural and urban development. Patanjali has witnessed an ever increasing demand in the number of consumers since its inception and this led to Patanjali becoming one of the fastest growing FMCG in India. It aims at the establishment of a healthy society using Ayurveda and Yoga. Patanjali deals with a wide range of product lines which includes natural food product, natural health care, natural personal care, ayurvedic medicines and herbal home care. With the immense diversification in the product
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product flow
2. information flow
3. cash flow.

Future Group has collaborated with Patanjali to increase sales. Sales

• Patanjali products can be bought online and can also be purchased through post by sending the money through demand drafts.
• All Post offices keep Patanjali Herbals
• Patanjali also consists of “Patanjali Chikatsalayas” and “Patanjali Arogya Kendra”.

Patanjali is also implementing ERP to strengthen the distribution which will help them in managing the inventory.
Patanjali‘s R&D facility
Patanjali’s R&D center has all the advanced technology and machinery required for testing the products. The company also has a separate R&D department for each of its production units. The company also has a high-end central R&D facility.
Products at R&D level :
• Butter milk in powdered form
• Weight gain and loss products
• Madhuram
• Masala Oats
Patanjali Products in the Market The new products include:
• Patanjali yoga wear (Vastram)
• Dant Kanti Advance
• Sugar free Chyawanprash
• PowerVita
• Seabuck thorn dietry supplement Pricing of Patanjali products vs its competitors

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