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Patanjali Ayurveda Limited

Shortlisted Entry #12
Written By Akhil Tekade 29/09/2017
The Patanjali Ayurveda Ltd also known as simply Patanjali has made its mark in consumer goods industry surpassing all the established and renowned brands in their respective products and become the third largest company in India with only Hindustan Unilever Ltd and ITC ahead of it in the race.  
The immense growth and the kind of rise the company has experienced despite having so much competition around them is only possible when a company has something new and unique to offer to the consumers. This wasn’t the case with Patanjali as there were many big names already in this industry. So, they decided to change the marketing strategy, where a half-naked man wearing bhagwa clothes appears in the advertisements and promotes the products as natural, herbal and harmless. The man himself, Baba Ramdev is the brand ambassador of the company. The motive of this was to catch eyeballs and earn “money” which it surely is doing. Baba Ramdev initially had altogether a different agenda- of promoting yoga and pranayama into everyone’s day to day life and he was successful in doing that and with time gained huge popularity and emerged as a global yoga icon. Through advertisements of Patanjali products, he used his popularity to make it big and target home makers. This has resulted in the presence of Patanjali products in every house of the nation.

The idea of bringing an amalgam of ancient Ayurveda and 21st century’s technology in the forefront has now become a huge business of own and is climbing great heights of success every passing year.
The company was set up by Baba Ramdev and Acharya Balkrishna in the year 2006, with an objective of bringing Ayurvedic products in the front line. The company soon became a huge hit and has never looked back since then and it can be understood by the fact that total revenue of the company in the fiscal year 2016 was 10,561 crores. Starting from the basic daily consumable products such as cosmetics, personal care and food items, the company went on to produce medicines, then launched instant noodles and instant pasta and now is planning to enter the textile industry.

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