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
Patanjali Products Portfolio:- https://patanjaliayurved.net/ (Online Portal)
(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!