Patanjali brand is now considering a bigger
& premium brand like Emami, Jyothy Lab, Dabur and Himalaya which are having
presence in Ayurvedic/herbal medicine, OTC & FMCG market in India. Today,
Patanjali is having wide range of products portfolio and growing rapidly in
Indian market. The purpose of Baba Ramdev & Acharya Balkrishna (Founder
& Key person of Patanjali Ayurveda) is to provide health conscious product
which is made from natural & Ayurvedic ingredients. They are manufacturing all the products
domestically only and also plan to expand manufacturing unit in 3-4 states of
India.
Core
competency of Patanjali products:- Products made from merely Ayurvedic &
health conscious
(1)
Nutritional & Health Supplements: Chyawanprash,
Ghee, Honey, Health drink, Fruit Juice and many more
(2) FMCG
Consumer: - Biscuits (Maida Free), Pickle, Spices,
Herbal Tea, Sault, Pulses, Rice, Sugar, Ketch up (Jam) & Many More
(3) Ayurvedic
Medicine
(4) Personal
Care: - Skin care, Hair care, Dental care,
Toiletries, Body care, Eye care
(5) Health
care: - Digestives, Health & Wellness
product
Patanjali have been started insistently
television commercial on all the major GEC & News channels since 2-3
months. The strategy of Patanjali products TVC are integrating brand awareness
and competitive price effectiveness. Simply they want to convey the message
that all the Patanjali products are made from natural & Ayurvedic based
which is keeping health well. Patanjali all the major products price are lower
than other brands. Recently, they have launched Atta Noodles & Maggi which
will be competing Nestle, ITC brands. And, very sooner they are coming into
baby care products too.
Patanjali
Television Commercial:
https://www.youtube.com/watch?v=EdbgxXzPml8 (Patanjali product portfolio)
https://www.youtube.com/watch?v=R0R_jQtz_wQ (Cow Ghee)
https://www.youtube.com/watch?v=P1nN8QJYlnw (Nestle Maggi v/s Noodles Taking The
Blindfolded Taste Challenge)
https://www.youtube.com/watch?v=2bvbUa1vVnM (Honey 250gm
Price compare)
https://www.youtube.com/watch?v=bBfbnOnrUn0 (Atta
Noodles)
https://www.youtube.com/watch?v=WpKj0c-IHFs (Hair
Cleanser)
It is very big threat for all the rival brands
because Patanjali is expanding its product portfolio under one roof in the
entire major FMCG & Healthcare segment. Product price will be low or
extremely competitive because having own manufacturing unit for entire
portfolio. It is capturing market share from HUL, Emami, Dabur, and Himalaya
because consumers are easily switch into Patanjali. Another threat is numerous
people are believed & trust in Baba Ramdev who is one of the best Yoga
guru. So, Patanjali does not need any celebrity to promote its product.
However, they have associated with Hema Malini as celebrity who is endorsing
Patanjali biscuits.
Personally I have seen in various market of
Gujarat that few products from Patanjali like soap, hair oil, toothpaste,
Chyawanprash & Honey are consuming on regular base.
Certainly
there is a chance that Patanjali can foray into many other FMCG &
healthcare related segment which are yet to cover. Rival brands should not take
it frivolously; it will definitely give an impact across the market.
Patanjali’s
Impact , Threat In Market!
