Success Case Study Patanjali Ayurved Capitalizing on demand for natural, safe, and locally made products

by Sameer Joshi or 01-Mar-2018

An Indian FMCG company showcasing stellar growth

Incorporated in 2006, Patanjali Ayurved is the fastest-growing Indian FMCG company, registering 686% growth in revenues over the four-year period from FY2014 to FY2017.

Within the span of a decade, Patanjali Ayurved has emerged as the second-largest pure-play FMCG Company in India with annual revenues of $1.5bn in FY2017.

Targeting consumer demand for natural, pure, and safe products.

Patanjali Ayurved has been a disruptive company in the Indian FMCG sector, forcing competitors to rethink their product development strategies.

Built on the pillars of yoga, Ayurveda, and Swadeshi (translated as "nationalism" or "self-determination"), Patanjali has come to symbolize purity and authenticity in the eyes of shoppers.

Creating a strong brand story that appeals to consumers' cultural and traditional sentiments

Forge a strong relationship of trust with consumers by anchoring the brand image with heritage and patriotism.

Leverage brand consistency to build customer loyalty, and word-of-mouth publicity to optimize advertising spends.

The company shows no sign of slowing down, with a targeted revenue turnover of $14.5bn by FY2022. The company founders have unveiled plans to become the biggest FMCG Company in India and upstaging the foreign multinational corporations that currently dominate the country.

Patanjali is making waves in FMCG, compelling competitors to rework product strategies

Patanjali Ayurved's entry into the market has trigged a race among competitors to invest in product innovation and acquire other herbal product brands. FMCG giants such as HUL, Colgate-Palmolive, and L'Oréal are racing to launch or revamp their own Ayurveda and herbal product lines. For instance, HUL revitalized its neglected herbal brand AYUSH, and launched a series of products to take on Patanjali's Ayurveda-based toothpaste and shampoos.