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Patanjali Ayurved Case Study

1397 Words6 Pages

Introduction
To study a product / service that has created a niche for itself in the Indian Market; we have chosen Patanjali Ayurved and its wide range of products that have been fast picking up in the recent years.Sedentary lifestyleand mechanic routineare soon appearing to be a threat to young people’s life. People not just in India, but also abroad are moving towards ancient ways of leading a healthy life. Leveraging this shift in the mindset and lifestyle, Patanjali Ayurved Limited is spreading wings rapidly to become the fastest growing FMCG Company in India. Patanjali has also made ‘Marketing through Spirituality’ a key marketing term with its unique and innovative ways of capturing the market.

Company History and Evolution
Patanjali …show more content…

In a recent report of an Investment Banking Company CLSA 'Wish you were listed: Patanjali Ayurved' it shows that Patanjali is bigger than Emami and Jyothy Labs and is perhaps the fastest growing fast moving consumer company in India and with revenue in excess of Rs. 2500 crore (US$380 million) for 2014-15. In the previous year Patanjali Ayurveda's annual turnover was Rs. 1200 crore (US$180 million) (2013-14), Rs. 850 crore (US$130 million) (2012-13) and Rs. 450 crore (US$68 million) …show more content…

Product Line

Target Market Description
The modern life style is a mix of stressful working culture, exhaustive lifestyle, endless quest of peace, and growing ailments with less healthy environment. This has led to a shift in preferences of all class of consumers towards Ayurvedic or Herbal therapy as alternate healthcare for nature care. This growing demand for herbal therapy to lead a healthy life has prompted Yoga-Guru Ramdev to map the portfolio of true needs of modern Indian which goes beyond food, clothing and shelter but strives for a healthy life style.
With the pricing power of Patanjali over others, it in initial stages primarily targeted large market by focusing on economically resources-constraint masses. However, the inclination of middle and higher classes towards yoga and ayurved has led to a unique advantage for Patanjali with something to offer for every class of the society.
Thus, today Patanjali targets towards all classes, all religions and even has gone beyond India to western countries to Creating a "Disease Free Society - Medicines Free World".
SWOT Analysis
Strength Weakness
Natural products without side effects Availability of substitute products from competitors with same

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