Baba Ramdev used the popularity of yoga, Ayurveda and indigenous products to make his company a company worth more than Rs 10,000 crore. There have been many important reasons and strategies behind this.
Baba Ramdev started promoting yoga in the 1990s. His yoga programs on TV channels brought him from house to house. People adopted him as a trusted yoga guru.
The emphasis of indigenous and Ayurveda
He gave the slogan of indigenous adoption and leave foreign. Patanjali’s products were connected to Indian traditions, Ayurveda and natural products, which increased people’s trust.
Patanjali kept the prices of his products less than the big FMCG companies. Maintained the quality of the products, making the customers connected.
Fast and huge distribution network
Patanjali created his own distribution network and then partnered with big retail chains like Big Bazaar etc. The strategy to deliver products to small cities and villages was successful.
Baba Ramdev himself promoted Patanjali by becoming a brand ambassador. He used TV, social media and his yoga camps to promote products.
Role of Acharya Balakrishna
Acharya Balakrishna is the CEO of the company and played an important role in Patanjali’s research, production and strategy. His stake is the highest in the company.
Expansion of industries
Patanjali expanded to FMCG, caustic soda, clothes, food products, education, healthcare, not limited to Ayurvedic medicines only.
