Will Patanjali Survive at Mass Level

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To start with the basics Patanjali has started the journey from 1997 as a healthcare shop and incorporated in 2006 as a Company to sell other products. As of now company owns as many as 390 products across Personal care, Foods, Healthcare & Beverages. Patanjali has grown by leaps and bounds by over the past years. Patanjali 2015-16 sales turnovers is apprx 5000 crores and company is targeting the revenue of 20000 crores by 2020. As of now Patanjali Marketing Strategy depends on two facets only, which are described below:-

  1. Ayurvedic Products- When Patanjali started it journey as a healthcare shop it targeted to cure human diseases through Yoga therapy and Ayurvedic Products. Patanjali did the nice thing to penetrate the market with Ayurvedic product and created the awareness about Ayurvedic product in the market. Now a days we can see several people using Patanjali products and you can see the availability almost everywhere.                                                                           What Went Wrong-As per my perception Patanjali has created the need/demand of Ayurvedic products in the market and could not be able to differentiate the product from their competitors. And from these point Market leaders like HUL has created the Segment by the name of Ayush to tackle the Ayurvedic segment customers and on another side other leaders like Dabur also started focusing on Ayurvedic segment. Therefore, few months ago data revealed that Dabur Red paste has taken over the Patanjali Dant Kanti. Somehow Dant Kanti managed to be in Top 10 where Dabur Red paste captured the 3rd slot. So, the biggest mistake was that Patanjali should differentiate their product.
  1. Swadeshi- Yoga Guru and Brand Ambassador of Patanjali Baba Ramdev has started to convey the market that if you buy the Patanjali product it means you are giving more value to you nation than yourself and if you buy Patanjali product partial profit of this organization will go for welfare of nation. However these points at initial level clicked the mind of customers but later on it could not. The reason being when it comes to word Swadeshi there are several Indian company like Dabur, Marico, ITC, Emami and others, they are also Indians so why only Patanjali should take advantage of being Indian. Here this strategy will too fail.


What Patanjali Should Do Now-
Since FMCG market is projected to be 20 billion dollar industry by 2020, there is huge opportunity for companies. First and foremost thing is that Patanjali should focus on niche market only because there is very specific health conscious customer who prefers to use Ayurvedic product for instances- Older age people, Females etc. In the product range too Patanjali should not sell everything as recently we heard that Patanjali is going to manufactures Jeans as well to align with Swadeshi Tagline. If Patanjali can cultivate young customers by Swadeshi Tagline than what about Prime Minister focusing on Khadi wears. If Patanjali continues to focus on mass level the question arises is there enough herbs available to produce Ayurvedic products for next decades.

There are many more points which Patanjali should consider to exist in market and enjoy the benefits as it is getting today. There Marketing & Strategy team must be working on that so best of luck.

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