CHAPTER – 1

INTRODUCTIONAbout FMCG and Patanjali

FMCG or fast-moving consumer goods are basically products that sell at a large

quantity, have a short shelf life, are priced at relatively low level and above all

these are products that sell very quickly. These includes products that are used on

a regular basis such as food products, oil , shampoo, cosmetics, toiletries,

packaged and processed food, soft drinks, medicines etc. Though some of the

FMCG products have high turnover rate and are bought in a large quantity still the

cumulative profit margin is relatively small. So FMCG business is a classic

example of low margin and high volume business.

FMCG segment is the fourth largest sector in Indian economy. The market size of

FMCG in India is estimated between USD 30 billion in 2011 to USD74 billion in

2018. Food product is the leading segment, then comes personal care products and

then comes fabrics in terms of market share. Till date the giant players in this

segment has been MNCs like P&G, Hindustan Unilever ltd, Colgate Palmolive,

Nestle, Cadburry etc. Though even in FY16 HUL holds the top position, still it has

been seen that domestic companies such as Dabur, Himalaya, Marico and

especially Patanjali Ayurveda is growing and capturing the market faster than

bigger Multinational firms.

Among all these companies Patanjali ayurveda ltd holds a special position. This

firm led by Baba Ramdev and acharya balkrishna, headquartered in Haridwar is

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not as decades old company as HUL, P&G or Nestle. Patanjali ayurved started its

journey from 2006 onwards. And within only 10 years its products are huge hit in

the market. In the FY16 its total revenue crossed Rs 5000 crore.

Patanjali is a rising star in Indian FMCG market which has been successful in

posing a great challenge and threat for giant players like HUL. Even it has

managed to intrude in the top 10 ranking in case of some of the product segments

in FMCG market in India. Top researchers believe that Patanjali ayurveda is the

biggest disruptive force in Indian FMCG market and by 2020 it might rank as the

leader. Patanjali has rapidly grown over years and because of its low production

cost it has made 16% operating profit in the year 2014 and has even gained 150%

turnover in Fiscal Year 2016. Total revenue in FY16 has been 5000 crore and the

company is still eying to double its revenue as 10000crore by the end of 2017.

Studies conducted by Trust Research Advisory (TRA), a brand intelligence and

data insights company has carried out that Patanjali Ayurveda is the most

attractive Indian company under the FMCG diversified sub category in a study

titled “ India’s most attractive brand”. Patanjali has topped this year’ s FMCG list

whith a remarkable gap of 45 per cent gap with HUL which ranked second spot

followed by Nirma, Dabur, Amul etc. Also Patanjali has secured 3 rd position in

terms of product sales in Biyani-led Future retail. It has been Reported that

Patanjali’s sales has been growing every month in Future Group’s retail outlets at

the rate of almost 20% per month.

Patanjali Ayurved Ltd had been established in 2006 by swami Ramdev and his

closest disciple Acharya Balkrishna. The company made its presence felt in the

market since 2011-2012. The company is headquarted at Haridwar, the same

Place where Patanjali yogpeeth too is situated. The CEO of the company is

Acharya Balkrishna who has almost 94% share in the company. Patanjali

hasnearly 4000 distributors and more than 15000 stores across India and has 100

2

mega marts. They have also tied up with Giant retail chains like Future group and

Reliance Retail. Today Patanjali is considered to be the fastest growing company

in FMCG market, which has grown 10 times in revenue in last five years. The

company is also in talks to raise around Rs 1000 crore in Project loans so as to set

up 4 new manufacturing plants.

In 1997, Patanjali Ayurved Limited (PAL) started as a small pharmacy in

Haridwar which has grown into a huge consumer sector conglomerate today and is

poised to be further bigger. In fact, the rise of PAL is being so staggering and well

entrenched in consumer psyche that large Indian and Foreign Research houses are

considering this pretty much a Disruption Factor in the overall consumer sector. In

Aug 2015 CLSA came out with a report titled “Wish you were listed, Patanjali

Ayurved” and summarized the threat it presented to listed counterparts. Moreover,

lately Credit Suisse, IIFL Research, MOSL, Nomura, etc., have over the last 2

months came with various reports stating the obvious i.e. PAL taking the fight on

the ground and beating the really big guys at their own turf.

Patanjali ayurved limited started its journey in 1997 in form of a small pharmacy

named as Divya pharmacy producing ayurvedic medicines. Patanjali started its

operations with patanjali yogpeeth in Haridwar, Uttarakhand. Patanjali yogpeeth is

one of the most renowned and largest yoga and ayurvedic treatment centes in the

country. Patanjali Ayurved Ltd was primarily established with the mission of

treatment through ayurvedic treatment and medicines and also Yoga and

Pranayam. The primary focus was thus on Yoga and pranayam as well as on

production of Ayurvedic medicines and spreading consciousness for healthcare

fitness inclination towars herbal products and age old ayurvedic remedies or

treatment through naturopathy.

Though patanjali actually started off with manufacturing bulk medicines for

various health issues sold majorly at Patanjali “seva kendras’ and ‘arogya kendras’

yet the primary focus shifted to branching its operations to FMCG market as well.

3

However the current trends indicate that the company is more interested in

manufacturing consumer goods and outcasting the foreign or multinational

companies from top positions in the FMCG sector and acquiring the leader’s

throne than just providing people genuine healthcare facilities and merely limiting

themselves to producing ayurvedic medicines.

Patanjali Ayurved ltd apaert from the medicines from Divya Pharmacy today has

around 350 products with many varieties in each product segment. Myriads of

Patanjali cosmetic products comprises ‘ tejas’ beauty cream, ‘ojas’ soap, ‘dant

kanti’ toothpaste, patanjali henna to a wide a range of ‘kesh kanti’ shampoos,

Patanjali aloevera gel, several ayurvedic body oils(tejas telum), Patanjali

herbal kajal ,kesh kanti hair oil ,’saundariya’ face wash, Patanjali suhag

teeka, etc . There are also several packaged food products like noodles that are

whole wheat made, soan papdis in different flavours, several biscuits, fruit

juice, Patanjali aloevera juice which has a therapeutic effect too, Patanjali

spices, salt, honey, oats, honey,chawanprash, edible oils, arogya atta,patanjali

cornflex, Patanjali musely, ‘cow’s ghee’, premium detergent powder among

others.Recently they have also launched baby product range named ‘sishu care’,

that includes baby oil,shampoo,toothpaste,body lotion, hair cleanser etc. these are

only the names of some of the products from the wide variety of Patanjali

Products.

4

However though they are in the race of producing most frequently purchased

products like beauty creams, various range of shampoos, toothpaste, toiletries,

juices, buiscuits yet their base of facilitating the products with the benefit of

natural ingredients has not been changed. Therefore unlike most of the products

from HUL, P&G, or Colgate-Palmolive or ITC Patanjali’s products can render

the assurity of no side effect and no harm, as it provides much lower chemical

base compared to its rival’s products. One more factor that gives these products

edge over these chemical based products is the purity and genuity clearly indicated

on the back of the containers by mentioning the actual quantities or proportions of

the ayurvedic ingredients mingled in the product.

FACTORS EFFECTIVE BEHIND PATANJALI’S SUCCESS-

There are however many factors that has contributed to PATANJALI

AYURVED’S huge success in the FMCG market which which has worked for the

firm as an advantage over their competetors.

1. CONSUMER PREFERENCE FOR USING AYURVEDIC

PRODUCTS:

Ayurvedic products are actually age old tradition of India. In ancient ages

they were raw and pure ayurved was consumed both for health and

personal care. However ayurvedic products have again made a comeback in

Indian market not only in the form of Ayurvedic medicines, but also for the

sake of health conscious and fitness crazy people in all forms be it cosmetic

products or be it food products. Because ayurvedic products are

unadultered, more trustworthy. Though today they come in modern

packages, with a light chemical base in case of some cosmetic products still

ayurveda by its name suggests the blend of natural ingredients in the

product which people believe that not only these natural elements are

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1.2.1

beneficial, side effect free but also they have a healing effect. For example

shampoos from top MNCS which promise nourishment or 100% less

hairfall are far less reliable than an branded ayurvedic shampoo which is

believed to be containing blending of natural ingredients and people think

that those ingrendients might actually provide the promised benefits.

Because of this latent desire evoked in today’s Indian consumers to adopt

products which are safe,healthy and free from side effects the focus has

shifted away from foreign direct investment in multibrand retail or

conglomerate to home grown ayurveda. Even Govt of India today is

promoting India’s age old ayurveda and providing full support to AYUSH

ministry. The govt also increased the budget of AYUSH ministry from INR

6300million in FY11 to 13262million in FY16.

The ayurvedic and herbal segment is growing at almost twice the rate of

the overall FMCG market. The Indian herbal products market in , 2016 was

estimated to be around $6.4 billion and it is expected to grow to $7.6 billion

by 2020. However before Patanjali entered Indian Market it is not like there

were no brand in India promoting ayurveda. There was dabur, there was

Himalaya, emami, baidyanath, Ayur. But however neither they could have

accelerated the sales of ayurvedic products nor could have revved up the

frenzy for natural ingredients and nor could pose threats for top MNCs as

Patanjali ayurved Ltd has done.

Some of the products of patanjali created a benchmark in the FMCG

market such as the Patanjali Aloevera gel, aloevera juice,Cow’s ghee etc

which has quite good customer review. Patanjali’s ‘Dant kanti’ toothpaste

has posted sales of rs crore and in 2015-2016, while ‘kesh kanti’ shampoo

and oil notched up rs 350crore in less than a year. No other company could

have provided hundred percent guarantee of the benefits and the proportion

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of existing ayurvedic ingredients in a products as Baba Ramdev has done

which has made it it one of the most reliable in the ayurvedic segment

.

COMPETATIVE ADVANTAGE

The biggest competitive advantage of Patanjali Ayurved ltd is its herbal

ingredients which is trustworthy because Patanjali’s saffron clad brand

ambassador Baba Ramdev himself has promoted fitness and wellness

through yoga campaigns and ayurvedic remedies through years.

Previously the companies overlooked ayurvedic blending but now as

patanjali is breathing down to their necks they are up to launch wide range of

ayurvedic products to counter Patanjali and retain their market share. After losing

share to Patanjali’s Dant Kanti, the American oral care giant Colgate seems to

have found its feet. It has been pushing aggressively in the market its Colgate

Neem Active Salt, which contains traditional Indian teeth cleansers neem and salt,

to take on Dant Kanti. The results have been encouraging. The toothpaste, which

Colgate launched a year ago, now has a market share of 1.1 per cent. Of course,

it is way behind Dant Kanti’s share of nearly 7 percent of the ayurvedic

toothpaste market.

Ramdev pegs his range of Patanjali products on health and purity. This helped in

the face of Nestle’s fiasco with Maggi Noodles which was banned due to alleged

high content of lead and MSG. Patanjali launched its atta noodle as ‘healthier’

and cheaper than its competitors. “The credibility of ‘health’ is greater with

Ramdev today than with any multinational or Indian company, and noodles is not

even a prescriptive product,” says Harish Bijoor, marketing guru and CEO of

Harish Bijoor consults.

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1.2.2

MNCs are now wary of the competition with the ‘Smart Baba’, as they call him in

their annual general meetings, according to an analyst who attends these meetings.

Companies like HUL, P&G, ITC, and Dabur India are gearing up to counter

Patanjali. While HUL and P&G are giants with revenues worth Rs 30,170 crore

and Rs 10,347.7 crore respectively, Ayush, an ayurvedic personal care range, re-

ignited by HUL, hopes to grab some revenues in a market that Patanjali is on the

verge of occupying. P&G launched Colgate’s herbal variant Colgate Charcoal, to

counter Patanjali’s toothpaste. Dabur recently launched a beverage named

Yoodley to cater to the growing traditional beverage market.

Also France’s Loreal has launched Garnier ‘Ultra Blends’ Shampoo. Parachute

has launched its Ayurvedic hair oil, Itc too has launched ‘ayurveda essence’

soap, and HUL has taken over Indulekha brand, a rage of ayurvedic hair care

products to respond to the challenge given by Patanjali. On the other side some of

the new companies such as Sri Sri Ayurveda, khadi, Roop Mantra has come into

then picture to face the competition in the ayurvedic segment.

Another competative advantage is the cheap price of the products but Genuine

quality. For example Patanjali’s Aloevera gel with 90% refined aloevera pulp

is priced at 80Rs for 150ml whereas many other companies provide the same at

much higher price.(Khadi aloevera gel 200 ml for rs 180). Patanjali honey of

250ml costs rs 70/- where as that of dabur costs rs 122/-.

Another advantage of Patanjali is the advertising cost. Advertising cost is much

lower than the MNCs. Unlike the MNCs Patanjali never appointed any Star brand

ambassador except for Patanjali biscuits which once was endorsed by Hema

Malini. The sole brand ambassador of Patanjali Ayurved ltd is Baba Ramdev, who

by default is the yoga guru, who has already influenced a large number of Indians

with his fitness mantra and 30minute Pranayam remedy.

8

BABA RAMDEV’S METEORIC PERSONALITY

"When I went to the Himalayas in my youth, I saw many sadhus who had given up

the materialistic life. The real goal of a sadhu is not to attain moksha for himself

but to serve the masses. My business is not for profit but to spread wellness," says

Baba Ramdev, 48, India's most celebrated yoga guru, who is riding high on a

heady, hitherto untasted cocktail of yoga, satsang, ayurveda, business and politics.

Baba Ramdev first started his journey not merely as a spiritual guru but a yoga

guru who first popularized the age old but less renowned breathing exercise called

Pranayam. He spread this fitness frenzy through regular television show first on

aastha channel and later on Sanskar channel, zee network, and few other channels.

Thus he not only emerged as a televangelist but a popular and respected yoga

guru. Not only TV shows but also through frequent ‘yog sivir’ across the country,

lifestyle mantras, books , ‘yog sandesh’ magazines on yoga positions and

ayurvedic medicines he initially took yoga and ayurved to a unique dimension.

However soon he shifted his focus to the ‘swadeshi movement’ and seeked to gain

political relevance through building up ‘bharat swabhiman’ party. During his

regular TV shows on Yoga and Pranayam this public figure already with 1000 of

his respected viewers and followers started triggering the harmful effects of soft

drinks like cocacola, the drawbacks in the products of MNCs, the lack of the

transparency in the profits and revenues made by the MNCs as well as opposed the

former government of India, much before all the products of Patanjali was

launched.

Ramdev stands out from all other gurus on the Indian social spectrum not just

because of the size of his burgeoning FMCG empire - worth Rs 5,000 crore at last

count - but also because he wears his political inclinations on his sleeve. He

purportedly has a direct line to Prime Minister Narendra Modi, and is close to

several members of the Cabinet and a number of chief ministers across the land.

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1.2.3

He was one of the key figures of the Lokpal movement in 2011. . He is an

advocate of replacing the tax system with a single transaction tax. He kickstarted

the black money drive that became one of the key campaign promises of the BJP

in the 2014 Lok Sabha elections. And he now stands as a major support booster for

the Modi-led NDA government. What makes him unique is that he is the first one

to seamlessly blend all three - spiritualism, business and politics. His political

spectrum grows because of the authority he commands in the realm of spiritualism

and yoga, which in turn forms the springboard for his business empire.

Ramdev's definition of "wellness" may be debatable, but his sales pitch of

packaging yoga and Ayurveda as an instant, 30-minute remedy to all lifestyle

ailments has allowed him to emerge as the flagbearer of Indian spiritualism-both

ethereal and material. "There have been yoga gurus before me but I simplified the

practice to a few steps for an average person hard-pressed for time," he says. With

nearly 1 million active followers and thousands watching Ramdev on Aastha

channel every day, his foray into the FMCG sector through Patanjali Ayurved Ltd,

incorporated in 2009, has caused an upheaval among established players like

Hindustan Unilever Ltd (HUL), Nestle and Dabur. Ramdev's retail arsenal, with

nearly 350 products, including shampoo, toothpaste, ghee, detergent, biscuits,

cereals and medicines, seeks to rewrite the norms in the FMCG market by giving a

metaphysical twist to the swadeshi doctrine.

10

.THE FRENZIED SPEE OF THE “SWADESHI”

though it is hard to determine whether people are switching over to Patanjali

products from P&G or HUL or ITC, conferring Patanjali the Title of the fastest

growing company in Indian FMCG market, due to the swadeshi sentiment or

proneness towards ‘made in bharat’. But however Baba Ramdev had started

marketing his products initially through assaulting the foreign MNCs especially

HUL, Cocacola and Colgate Palmolive. , he says, they are here to "loot Indian

customers". He appeals to Indian pride when he says: "I will make the MNCs do

shirshasana (headstand)". To support his loot-of-the-nation arguments, his

products are priced much lower than those of his competitors. However even

before

Patanjali garnered prominence in the Indian FMCG market there were companies

like Himalaya and Dabur but they neither tried to target the swadeshi sentiment of

the public nor could they attach such emotion as Patanjali has partially done to

achieve the aspired market growth. However though not as whole but it looks like

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1.2.4

partially Baba Ramdev’s cry “Bharat maata ki jai” has contributed well in

Patanjali’s overall growth and present market share.

Apart from all these factors the availability, distributorship, supply

management, too are some of constituent in Patanjali’s huge success. Things have

started to change dramatically at the Patanjali empire of late. Its products were so

far being sold at nearly 10,000 consumer touch points-"chikitsalayas"

(dispensaries) and "arogya kendras" (health centres), operated by third-party

vendors as exclusive Patanjali stores. It has now signed up agreements for

distribution with Apollo Pharmacy, Future Group and Reliance Retail.?The

company, which in the past relied on word-of-mouth publicity and its own

distribution channels, has also made a big push towards traditional advertisement

and distribution routes.

THE SUCCESS STORY MIGHT SUSTAIN LONG

Patanjali’s success story not only is limited its 150% growth or Rs 5000

crore revenue but also setting popularity meter among the young

generation.

Beauty blogs and portals such as makeupandbeauty.com, mouthshut.com,

tipsandbeauty.com, wishshe.com which used to pick and review mainly the

luxurious expensive cosmetics are now proned to pick, test and review the

Patanjali products, which show that how Patanjali is also become one

amongst the trendsetters. And in case of the toiletries like coconut oil,

shampoo, aloe vera gel, kajal, lip balm many bloggers end up reviewing the

products as they would like to use it in future or already they carry it in

their purse for personal care, or already they fell in love with some of the

products.

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1.3

Patanjali Ayurveda, steered by Baba Ramdev has turned out to be the most

disruptive force in India’s fast moving consumer goods (FMCG) market

which is expected to reach the USD billion mark by 2020, according to an

ASSOCHAM– TechSci Research paper. njali Ayurveda Limited is owned

to the extent of 94 per cent by Acharya Bal Krishna, a close disciple of

Baba Ramdev. Rest of the small holdings are dispersed among a small

group of individuals.“Like in several other areas the Indian FMCG is also

witnessing its disruptive moments. Interestingly the big disruption has

come about from unconventional ownership. Yet another interesting aspect

is that unlike a few years ago the focus has shifted away from the foreign

direct investment in multi brand retail to home grown Ayurveda. This also

reflects a kind of latent desire among the Indian consumers to adopt the

products which are safe, healthy and free from side-effects”, said

ASSOCHAM Secretary General Mr. D.S. Rawat.

CHAPTER 2

13

REVIEW OF LITERATURE

This chapter summarizes 25 research articles which are somehow related to My research topic of ‘Shift in Consumer Preference from Decades Old MNCs to Rising Star Patanjali”. These 25 articles reflect the analysis and colcusion derived from already executed research work across the globe. Some of these Papers are about Indian FMCG market, some are regarding the growing popularity of Ayurvedic products, and some are specifically about Patanjali and its battle with the MNCs. These articles also serve secondary data to my research work.

ARTICLE 1

Dr. Gaur Manu Priya Dr. Das Sanghamitra .YOGIC GURU TO

SUCCESSFUL ENTREPRENEUR: A CASE OF PATANJALI YOGPEETH

, International Research Journal of Management and Commerce, Vol. 3,

Issue 12, December 2016,

This research paper first focuses on the growth and ascention of Baba Ramdev as a

yoga guru and his popularity not only as a spiritual personality but also as guide

for health consciousness and healthy lifestyle then the focus shifts to the study of

Patanjali Yogpeeth. Then however it scrutinizes Patanjali Ayurved’s business

model, which includes patanjali’s business model elaborating Patanjali ayurved’s

5Ps. Then the researcher has concentrated on the factors that gives the company

edge over its competitors, like product quality, value for money, tie ups with

leading retailers, unique distribution channel, supply chain management and

above all for its perfect blend of yoga and ayurveda. Finally, the researcher

concludes that Patanjali ayurved has been growing not only because of its price

sensitivity but the value it has attached with its products. however, it has also been

concluded that the company is not differentiation oriented but competition

oriented.

ARTICLE: 2

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2.1

2.2

1/ E Chandiraleka , 2/ Dr. R Hamsalakshmi A study on customer awareness

and satisfaction of selected ayurvedic & herbal products , International

Journal of Advanced Research and Development, Volume 1; Issue 8; August

2016.

The research Paper initially explores ayurveda as an integral part of ancient Indian

tradition the journey of which had mainly started during the vedic era. It also

elaborates the history of Ayurveda as recoded in ‘Veda’ and also scrutinizes

ayurveda as a whole not only from the medicinal aspect but also from historical,

spiritual, and philosophical aspect. It also explains how the benefit of ayurveda not

only remains in physical remedies but also in a healthy lifestyle, and wellbeing.a

special attribute or reference has been given to Patanjali Ayurved Ltd. Established

by Swami Ramdev, incorcorporated in 2006 in Haridwar. Patanjali’s journey

towards the success of posing as a leading competitor of leading FMCG brands

such as Colgate-Palmolive, HUL, Himalaya, Emami and also spreading customer

preference toward herbal products and achieving profit through product quality,

low prices and low advertising cost has been well explained. The objective of the

research work is to study about the customer awareness, factor influencing the

customers to use the selected products, and the buying preferences towards

selected Ayurvedic and herbal products. Tools used for the analysis are simple

percentage analysis and Garrett’s Ranking Technique. Thus the article gives an

overview of both Ayurveda as a tradition of India as well as Patanjali ayurved Ltd

which is latest, domestic, indigenous but a formidable entrant in the market yet is

throwing challenges to the decades old MNCs and domestic companies.

152.3

ARTICLE 3

Dr. Jha Mridanish.A voyage from niche to mass marketing: A case study of

Patanjali Ayurveda, International Journal of Advanced Education and

Research, Volume 1; Issue 7; July 2016.

Here the researcher Dr. Mridanish Jha has primarily emphasized the marketing

strtategy and product development of Patanjali Ayurved Ltd. which has given it

competitive advantage over century old companies like Dabur, Emami etc.

Initially Patanjali has narrowed its marketing strategy through niche marketing

which prompted it too develop and launch products which were missing in the

competetor’s brand. On the other hand later after the success of food and

household products they set foot into Indian FMCG market and started mass

marketing with a motto of driving out the MNCs from the Indian market. Now as

it is emerging as a disruptive force, gthe researcher also magnifies what are the

extra ordinary marketing tactics like the marketing mix, tie ups, STP etc which has

given it an edge to only decade old Patanjali Ayurved Ltd over century old firms

like Emami, Baidyanath, Dabur, Vicco etc.

ARTICLE 4

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2.4

Pandey Pranshoe, Sah Rahul Growth of Swadeshi- A Case Study on

Patanjali Ayurved Limited , International Journal of Engineering

Technology, Management and Applied Sciences, July 2016, Volume 4, Issue 7

This research paper highlights With a population of around 1.31 billion [1], India

is the second largest market in the world in terms of consumers after China. The

position of Patanjali Ayurved is then investigated with special focus on product

range, market share, revenue trends, marketing strategies, distributor network,

export analysis etc. Initially the researcher has provided detailed information about

the FMCG market in India, the current scenario and Patanjali’s position or bright

existence in it. This has been followed by the combat with mncs that Patanjali has

initiated, its marketing and promotional tactics as well as the current sales of the

company. The researcher has also tried to forecast the future growth and revenues

to be generated by Baba Ramdev’s flagship brand. Future stategy has also been

detailed upon . also customer perception has been briefly discussed about the

brand patanjali.

17

ARTICLE-5

1.L Nithya , 2.S Durai Eswari , A study on consumers satisfaction towards

Himalaya products with special reference to Dharapuram town, International

Journal of Commerce and Management Research, Volume 2; Issue 7; July

2016; Page No. 54-55.

The researchers have conducted the research on Himalaya products in Dharapuram

town, taking a sample of 50 customers to make a general understanding of the

market of the products of Himalaya manufacturing company and customer

preference for it. However using frequent tools like Chi-square technique,

weighted score ranking analysis etc. have concluded that Himalaya requires to

spread its brand awareness more to compete well in the cosmetics market

especially. They have found out that there is no prominent relationship between

age group,educational level, marital status and customer satisfaction. However

among the customers they have surveyed many of the respondants, according to

this research article has felt that most of Himalaya products are priced high in

terms of its quality, also the researchers felt the need of more advertisement and

promotional activities as well as that quantity should be increased in same price

rate. Thus this research article has nessecitized for the company a need for more

promotion, increase brand awareness, provide discounts to beat its rival firms.

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2.5

ARTICLE 6

Gupta Ranjita, Disruptive Marketing and Brand Building–A Case Study of

Patanjali, Ayurveda Limited, Advances in Economics and Business

Management (AEBM) p-ISSN: 2394-1545; e-ISSN: 2394-1553; Volume 3,

Issue 2; April-June, 2016.

The article tells how for each firm their brand has been the greatest asset and how

now the companies are prioritizing disruptive marketing through brand

differentiation. This has been discussed with a special reference to Patanjali

Ayurved limited. The researcher has meticulously traced the journey and the rise

of Patanjali Ayurved ltd, from the rise of Baba Ramdev’s emerging popularity as

a yoga guru to a business baron promoting his brand Patanjali and continuously

throwing challenge to the leading FMCG players. As for the disruptive marketing

or creating disruption brands should have an emotional connection with the

consumers to earn competitive advantage and own a Unique selling point.

However the researcher concluded that brand like Patanjali Ayurved ltd has been

successful in creating and maintaining an emotional attachment of the customers

not only with the brand but also with the founder through purity, quality and

strategic marketing which gives the brand edge over its rivals.

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2.6

ARTICLE 7

Prof. Brijesh Singh & Dr. R.K. Gopal Demystifying the Brand Patanjali - A

Case on growth strategies of Patanjali Ayurved Ltd., PES Business Review

Volume 11, Issue 1, June 2016

The researcher has focused on mainly the growth strategy of the brand Patanjali.

He figures out how Patanjali has made it through strategic and tactical marketing.

How the founder Baba Ramdev and co-founder Acharya Balkrisna first built the

formidable Brand Baba Ramdev through spreading health concern and yoga

campaign, how then they built Patanjali ayurved on the image of Baba Ramdev,

then how they created a captive market, and then captured a loyal customer group

who might by spreading word of mouth might increase number of customers for

Patanjali Ayurved ltd. Thus the researcher has made a detailed analysis of the

marketing strategies, strategic and tactical marketing plans of Brand Patanjali. The

research paper also talks about Patanjali’s segmenting targeting positioning. It

analyzes its product sales, revenues as well as continuous growth and challenges

ahead.Thus it researches about Patanjali as a brand as a whole.

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ARTICLE 8

Kumar Sajitha S, Episteme, SUSTAINABILITY THROUGH EXTENSION “A CASE

STUDY OF PATANJALI AYURVED PVT LTD. BABA RAMDEV-JACK OF ALL TRADES”.

an online interdisciplinary, multidisciplinary & multi-cultural journal Bharat

College of Arts and Commerce, Badlapur, MMR, India. Volume 5, Issue 1 June

2016

The researcher’s primary research obejective in this research paper has been to

understand the business prospects and the working of Patanjali Ayurved ltd and

secondly to look for its future prospects in comparison to other leading MNCs.

The research paper also casts light on green marketing aspect of Patanjali Ayurved

ltd, where the primary motto of the company’s business is not only to earn revenue

and lead the FMCG Market but also to ensure the benefit and wellbeing of its

consumers and society at Large. It focuses on how Patanjali as a brand developed

itself according to the modification of the society and its new concerns, and how

the odd combination of inner purification by ‘easy yoga’ promoted by Baba

Ramdev at one side and on the other outer beautification by the FMCG products of

Patanjali ayurved ltd has brought huge success to them. The article also adds

information about the free services of the brand, as well as the future endeavours

the marketable milestone of the company. The research paper further describes the

different marketing strategies and product line decisions taken by its rival firms

such as Emami, P&G, HUL to combat the challenges thrown by patanjali in the

entire Indian FMCG market.

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ARTICLE 9

Dr. Sardar Ramesh, Desi Hustle Vs MNC Muscle: The Case Study of

Patanjali Ayurved Ltd, Case Studies Journal ISSN (2305-509X) – Volume 5,

Issue 4–April-2016.

This article reviews the rise and future challenges for Baba Ramdev’s flagship

brand Patanjali Ayurved Ltd, a company that does not burn cash but boasts of a

huge loyal following. The article shows does a study on how within a short span of

time Patanjali Ayurved Ltd has made the leading players in FMCG market feel its

bright existence. The marketing strategies, tactics and the uncommon traits in case

of Patanjali Ayurved has been well examined which differentiates this company

with the leading MNCS like nestle, HUL and domestic firms like Dabur, Emami

etc. thus the researcher has provided detailed information about the meteoric rise

of Patanjali and how it is undoubtedly becoming a disruptive force and posing

threat to the top Multinational brands. The success of Patanjali has raised investor

concerns about the impact on established consumer names. The challenges and

threats because of various factors have also been described. Thus this article

analyzes the strategies of Patanjali, the potential as well as its tussle with

established FMCG players

ARTICLE: 10

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Dr.Charwak B, THE CUSTOMER SATISFACTION TOWARDS

HIMALAYA SKINCARE PRODUCTS, International Journal of Academic

Research, Vol.3, Issue-3(2), March, 2016.

This research article is also on customer perception and customer satisfaction of

the brand Himalaya. The study was conducted Kakinada. The data has been

collected from the users of Himalaya skin care cosmetics products. The secondary

data was collected from the articles, journals, newspapers. The objective of the

study was to ascertain the requirement of Himalaya products, to learn about

customer satisfaction level, to acquire suggestions from them for the improvement

of the company’s products. It was learnt from most of the respondants that they

use Himalaya Products because of the quality and quantity. Majority of

respondants have been found preffering to use Himalaya face wash especially the

neem facewash and they believe that Himalaya products are effective in curing

skin problems. However, this study too suggests that Himalaya should focus more

on advertising themselves in both print electronic and social media. Also they

should concentrate on availability of its products in every retail outlet to survive

and trive in the competitive market

ARTICLE 11

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Dr. Pramod H. Patil, An Overview of Indian Fmcg Sector. Assistant

Professor, School of Management Sciences, SRTMU Sub-centre Latur

PARIPEX - INDIAN JOURNAL OF RESEARCH Volume : 5 | Issue : 2 |

February 2016

Dr. Pramod in his article, “AN OVERVIEW OF INDIAN FMCG SECTOR’” has

thrown light upon India’s one of the most competitive sectors, the FMCG sector,

its contribution to Indian economy as well as its growth and opportunities. Then it

provides depiction of what FMCG is and the major categories of FMCG products.

It also focuses on the Rural FMCG market with 34% FMCG product consumption

and urban market with rest 66% as on FY2014. Also the article contains how

domestic, local and unorganized companies still gain some market share and pose

threat for MNCs and reputed FMCG player. The article also analyzes Indian

FMCG sector from every dimension such as from political, economical, social and

technological point of view. Through SWOT analyses it explores the strengths and

weaknesses as well as projects the growth opportunities and future prospects of

Indian FMCG sector which is not bereft of some threat, posed by various factors

like rural demand, uneven tax structure, entry of MNCs with liberalization, new

packaging norms etc. the research article also provides a chart of the market share

of each type of FMCG products as well as the table of top players as on 2014.

ARTICLE : 12

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Gupta Neha, Garg Vishal, Desi Bustle v/s MNC Muscle: How Ramdev's

Patanjali is setting trend for HUL, International Academic Journal of

Business Management Vol. 3, No. 2, 2016.

This research shows how consumer buying behavior is changing and people now

prefer more natural ingredient equipped products and among the brands providing

ayurvedic products how Baba Ramdev’s Patanjali Ayurved ltd is emerging as a

rising star in Indian FMCG market. This article shows that Baba Ramdev’s

flagship brand Patanjali Ayurved Ltd is now delivering highest customer value

and satisfaction not only in India but also in abroad. It explores Patanjali’s rise as a

brand with the help of Baba Ramdev’s yoga campaign, product sales, revenues

generated and growth of market share by the domestic firm. It also compares the

purely ayurvedic products of the company with that of its multinational and

domestic competitors and shows how Patanjali’s products are edgy over the

products of its rivals. The research article delves deeply into Patanjali’s marketing

strategies as well such as SBU, 4Ps along with the strength, weakness, threat and

opportunities for the company.

ARTICLE 13

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Raizada Sumesh.PATANJALI: Discoverer, Differentiator and

Disruptor’Business Management and Strategy ISSN 2157-6068 2016, Vol. 7,

No. 2

The research paper is a case study of Patanjali, a rapidly growing FMCG and

Ayurveda brand in India, which has within a short span of time, changed the

dynamics of MNC dominated market. The research work has traced the journey of

brand Patanjali and explored the distinguishing approaches that have brought it in

the league of reputed brands. Under Patanjali brand, the firm has nearly 500

products in the categories of personal care, home care, nutrition & supplements,

grocery and medicines. The paper here trace the journey of brand Patanjali and

explore the distinguishing approaches that have brought it in the league of reputed

brands. The paper then continues to magnify the marketing tactics the promotion

the competitive advantage of the brand and the flaws , error , challenges and

counter attacts on its rivals. the research concluded that Patanjali has demonstrated

that however old a product category may be, there is always a scope for novelty

which they used as their USP and combat the competition in the current market

and continuously becoming a disruptor.

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ARTICLE:14

Ramalekshmi. S and DR. D. ELANGOVAN , BARRIERS FACED BY THE

PRODUCERS OF AYURVEDIC PRODUCTS IN KERALA, International

Journal of Advanced Research (2015), Volume 3, Issue 11, 1350 – 1358,

Published Online: November 2015

The researcher in this research article has attempted to explore the barriers in the

development of ayurveda despite a vast scope of manifold expansion . The study

has been conducted in Kerala and it has been found out that people has strong

belief in Ayurveda that is almost the inseparable part of India’s tradition and is

almost 3000 years’ old. Ayurveda has always promoted a healthy lifestyle, health

benefits, healthy food habbit, fight disease as well. People still rely greatly in these

motto and natural benefit of ayurveda. However though there is a great customer

demand and growth prospect of ayurveda in the current market yet some barriers

are posing hurdles for the emergence of ayurvedic. This article figures out and

focuses on these barriers faced by ayurvedic manufacturers .

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ARTICLE 15

Thiyagara V Abhinav ,EMERGING TRENDS IN CONSUMER BRAND

PREFERENCE OF HERBAL HAIR OIL IN TIRUPPUR CITY,

International Monthly Refereed Journal of Research in Management &

Technology. Volume 4, Issue 5 (May, 2015)

The research has been on consumer choice of using and bying herbal oil. The area

of the research has been in Trippur city in Southern India. The research has been

on a comparative study of market size of the cosmetics globally and in India. And

how Indian cosmetic Industry is growingly becoming herbal or natural ingredient

oriented. Generally for India organic as the term has been popular in case of food

products but however nowadays herbal cosmetics are becoming hit in the turbulent

market. Different tools and techniques like weighted mean, Standard Deviation

have been used. Graphical representation has been used to analyze factors

affecting the purchase and consumption of herbal hair oil. Then comparative study

has been made of herbal oil from various brands. There has been some limitations

of the study but the objective of identifying the factors influencing purchase of

ayurvedic hair oil and the study of consumer brand preference in terms of

advertisement city age etc has been achieved though the study has limitation as it

has been surveyed over 200 people only in Trippur city.

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ARTICLE 16

Dutta Shomnath,STUDY OF PRESENT MARKET STANDING OF YOGI

GURU RAMDEV’S FLAGSHIP BRAND PATANJALI IN AYURVED &

FMCG SECTORS IN & AROUND SILIGURI CITY OF NORTH BENGAL,

International Journal of Research in Engineering, Social Sciences, Volume 5

Issue 4, April 2015

Somnath Dutta in his research article has mainly made the study in Siligury, a

town in North Bengal. The study is basically on the current market position of

Baba Ramdev’s flagship brand Patanjali. This paper attempts to ventilate the

reasons which have lead to the revolutionary success of Baba Ramdev's Ayurvedic

brand Patanjali that clocked a turnover of about Rs 1,200 crore in 2013-14 through

the use of Mass customization and Content marketing. Finally the article makes a

comparative study of Patanjali’s products with other competing Ayurvedic brands

to judge the major contributor behind sale of Patanjali’s items.

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ARTICLE 17

Miss Rupali Khanna, Customer Perception towards Brand: A Study on

‘Patanjali, Global Journal of Management and Business Research: E

Marketing Volume 15 Issue 9 Version 1.0 Year 2015.

The primary objective of the study by the researcher has been to study the brand

perception that current Indian customers have for the brand Patanjali; to know the

attributes that customers keep in mind before and during the purchase of any

patanjali product, and the satisfaction level that customers enjoy by using Patanjali

Products. However before going deep into the real subject the researcher here

introduces one important point, that is the need and importance of brand

perception specially in our Indian market.as for research methodology 100 people

were surveyed within the premises of Punjab and research was done on the basis

of questionnaire built. The study concluded that there is a combination of not one

but several factors which has resulted into high customer satisfaction. The

customers are highly satisfied with Patanjali products may be due to the low price

or it may be due to the benefits of natural elements or it may be because the

products cure ailments without any side effects. Thus the research work magnifies

the customer perception for brand Patanjali that has already contributed in its

success and will continue to do so.

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ARTICLE 18

M.Banu Rekha and K.Gokila,A study on consumer awareness,attitude and

preference towards herbal cosmetic products with special reference to

Coimbatore city, International Journal of Interdisciplinary and

Multidisciplinary Studies (IJIMS), 2015, Vol 2.

The researcher in this research article has tried to explore the attitude of people

from different status, education background, areas and age group, in Coiambatore

city, Tamilnadu, towards ayurvedic products specially cosmetics. Different tools

have been used for the research such as Karl-Pearson co-efficient of correlation,

average rank analysis, Chi-square analysis. And it has been indicated that people

are aware of various ayurvedic brands and ayurvedic products, and they are proned

towards buying them mostly due to the quality and then comes price. It has also

been suggested that if herbal cosmetics manufacturers reduce the price and the

proportion of required chemical element in their product it might attract more

customers. People in Coimbatore city, as suggested by the researcher does not

consider cosmetics as mere requirement or luxury, rather they are more concerned

with the ill effects of the chemical elements of the non-herbal cosmetics which

drive them more to opt for ayurvedic products.

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ARTICLE- 19

MR. J. PRASATH Consumer Satisfaction Towards Ayurvedic Oral and

Personal Care Products With Special Reference to Coimbatore City, , Global

journal for research analysis. Volune 3,issue 2. Dec 2014

The research has been made in Coimbatore City. And it has been specialized in

particularly herbal oral and personal care products. The market for ayurvedic and

oral care products in India is expected to grow in coming years. Ayurvedic oral

and personal care products are now competing with Non Organic products and

they need to strive to ensure quality that is similar to Non Organic brands. So this

research article studies what are the factors affecting consumer’s purchase

behavior for switching to herbal products in case of oral and personal care

products. And the researcher concludes that the majority of customers use the

ayurvedic personal and oral care products because of improvement of personality,

health and family status and many times the purchase is influenced by changes in

lifestyle. Thus it is suggested that the manufacturers of the herbal products for oral

and personal care must understand and take care of the factors responsible for

customer satisfaction which can be a key to success.

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ARTICLE 20

Kumar Vinod a, Jain Ankit b, Rahman Zillur a, Jain Akhil , Marketing

through Spirituality: A Case of Patanjali Yogpeeth. Procedia - Social and

Behavioral Sciences , May 2014

According to the researchers in this research article, spirituality sells, and it has

been noticed in India how spirituality affects consumer behavior. They have

studied that previous yoga, pranyama etc were confined to the spiritual level but

Baba Ramdev despite being a spiritual guru or saffron clad personality has taken it

to the dimension of fitness activity mingled with spirituality which gained a huge

popularity and fan following, which has contributed well in the emergence of the

brand Patanjali and its continuous growth. The research uses few quantitative

techniques and unstructured interview process for the survey. It studies marketing

strategy of patanjali, identifies pricing strategy, promotional strategy and overall

business strategy. Then through SWOT analysis it analyzes the strength,weakness

opportunity and challenges of Patanjali. Finally the article concludes that the

spiritual image of Baba Ramdev also his image as yoga guru and the yoga

awareness spread by him has contributed a lot behind Patanjali’s meteoric rise,

along with other factors related to the products and the business itself.

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ARTICLE 21:

SRINIVASU RALLABANDI, FAST MOVING CONSUMER GOODS

RETAIL MARKET, GROWTH PROSPECT, MARKETOVERVIEW AND

FOOD INFLATION IN INDIAN MARKET – AN OVERVIEW,

International Journal of Innovative Research in Science, Engineering and

Technology, Vol. 3, Issue 1, January 2014

This research article by Mr. Srinivasu titled as “FAST MOVING CONSUMER

GOODS RETAIL MARKET, GROWTH PROSPECT, MARKET OVERVIEW

AND FOOD INFLATION IN INDIAN MARKET – AN OVERVIEW” provides

an overview of Indian FMCG market, where the primary focus is on the market

size of the Indian FMCG market, its contribution in India’s GDP, employment. It

concentrates upon the prevailing conditions of the retail trade condition of Indian

FMCG, as well as diagonizes the competition within the sector due to highly

liberalized MNCs, domestic firms as well as some local companies. Also the

potential of the market for having untapped market specifically for some products

and the opportunity for the leading brands to attract consumers towards more

brand consciousness has been concentrated upon. Based upon some major

characteristics like low operating cost, good distribution network, low penetration

level, high competition base Indian FMCG market is growing at a fast rate both in

urban and rural areas, that has been elastrated. Statistics about the leading FMCG

players, growth rate, growing opportunities, estimated budget has also been

provided.

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ARTICLE 22

SAILEE J. GHARAT, ‘PRODUCT POSITIONING OF PATANJALI

AYURVED LTD’, DR. SHINDE D.T , An International Journal of Advanced

studies, volume 1 issue 3

This research paper basically concentrates on the range of products by Patanjali

Ayurved Ltd and its positioning in the market. Patanjali first had been doing

business with range of ayurvedic medicines ,however the focus quickly shifted to

FMCG products made with ayurvedic elements. So this article provides brief

information about the foundation of brand Patanjali as a whole then traces the

basic functional structure of Patanjali Ayurved Ltd. then it focuses on the product

development of Patanjali Ayurved which produces and sells series of products

starting from herbal cosmetics to household products like detergen, food products

like atta noodle, cow’s ghee, oats, juices etc. The researcher then critically

analyzes the basic product development strategies,product positioning by value

discipline, and the 3 vital principles of Patanjali’s growth. Finally the study

concludes that Patanjali needs better advertisement campaign and also they should

improve delivery and availability of products. Yet patanjali products are becoming

huge hit in the market.

ARTICLE 23

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2.23

V.P KAPOOR, HERBAL COSMETICS FOR SKIN AND HAIR

CARENATIONAL BOTANICAL RESEARCH INSTITUTE, Natural

Product Radiance, Volume 4(4) July- August 2005.

In the research paper titled as the “Herbal cosmetics for skin and hair care” we

come to know about the growth and potential of herbal cosmetics primarily due to

its fundamental benefits to skin, hair or other parts of the body. The article rightly

suggests that though people use Cosmetics to maintain, improve and beautify

outward appearance but cosmetics can only beautify skin or hair impermanently

but it cannot heal the damage caused to skin or body due to pollution, chemical

toxins , infection and moreover chemical base of the non herbal cosmetics. On the

other hand herbal products are association of bio-ingredients, neutraceuticals with

cosmetics. Such as Ayurvedic, Unani, Tibetan system of medicine can formulate

such cosmetics. The botanical ingredients present in these kind of personal care

products generally provide essential oil, antioxidants, vitamins, proteins, and thus

natural benefit to body parts. Thus it not only beautifies skin and hair from within

but also it has a therapeutic effect. This is why this article suggests the requirement

for association of ayurved and natural elements in cosmetology as well the the

proneness of consumers to purchase the of herbal products.

ARTICLE- 24

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Dr. RAJARAJAN M.,BIRUNDHA G.,CONSUMER BUYING BEHAVIOUR

TOWARDS HERBAL COSMETIC PRODUCTS IN INDIA - AN

OVERVIEW, International Journal of world Research. Vol: I Issue XXXIV,

October 2

This research article explores the need and the growing market share of herbal

cosmetics and reasons working behind it. The article gives evidence how

consumers are growingly becoming proned to buying the herbal and natural

cosmetics. It has been studied that herbal cosmetics don’t provide instant glow or

any instant cure but it provides long term benefits. According to the changed needs

herbal cosmetics are being formulated and regenerated with unique blends and

techniques. Categories have been shown of types of cosmetics based on natural

element. Also special and brief reference has been given to India’s top herbal and

ayurvedic cosmetics manufacturers. The researcher delves deep into the reason of

herbal products’ growth in India and figures out the future prospects of the

company. Finally he concludes that though herbal cosmetics too contain

permissible proportion of cosmetic elements yet its people’s concern for health

and fear of side effects that has tended them to buy herbal products. However

advertisement campaign has added to it as well.

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ARTICLE 25

Consumer’s Perception For Ayurvedic Therapy In Rural Market With

Special Reference To Nashik District. Prof. Rajeev Sawant V, ASM’s

International E-journal of ongoing Research in Management and It.

This research is aimed at analyzing the popularity of ayurveda which aims at

optimal health and well being. The study was undertaken at a village in Nashik on

300 respondants and positive response was nearly 282. Findings about consumer’s

perceptions regarding the Ayurvedic Products indicated that 64% people use

Ayurvedic Products on regular basis, while 22% are using with other medications,

14% of them have used once or twice. The researcher has concluded that the

population in Rural market consider ayurvedic products as their native product,

which is a cause for its success in rural areas. This is why they are well familiar to

the brands of ayurvedic products which are available nearby. However unlike

urban people these people are not that much concerned about health benefits of the

ayurvedic products.

.

.

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