The Patanjali Group has created an Indian FMCG giant in a very short span of time on the back of a three-pronged strategy:
- The enormous brand awareness that can be attributed to the very high visibility of Baba Ramdev, across a variety of media and issues,
- Wide and deep market penetration through a large network of outlets and distributors across the country, and
- Pricing itself below the benchmark competitor in each product area in which it is competing.
Over time, the group has also invested in improving its manufacturing and packaging infrastructure to bring itself on par with well-established competitors.
The group has clearly focussed itself on the mass market, and Patanjali Group’s products become a “go-to” for customers who are more price-sensitive than brand-loyal. This definitely creates pressure on established brands in each of the product segments where the group is now present.
Devangshu Dutta recently participated in a discussion about the phenomenal growth of the Patanjali brand, from yoga lessons to a food and FMCG conglomerate taking well-established multinational and Indian competitors head-on. In a conversation with Zee Business anchor, P. Karunya Rao and FCB-Ulka’s chairman Rohit Ohri, Devangshu shared his thoughts on the factors playing to Patanjali’s advantage. Excerpts from the conversation were telecast on Brandstand on Zee Business: