Sales and Distribution of Patanjali Product

CHAPTER - I INTRODUCTION Sales and Destitution of Patanjali Product

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INTRODUCTION Marketing through ancient Indian roots has become a very important topic for discussion as it affects the consumerbehaviour. Hence, the manyorganizations are launching and then selling their own products to the customers in order to capture the market. BabaRamdevis the one of the famous gurus in teaching pranayam&yoga in India.Baba through PatanjaliYogpeeth, has launched many products not only based on ayurvedic medicines but also on FMCG goods as well. PatanjaliYogpeeth located inHaridwar,Uttarakhand is one of the biggest Yoga institutes in India and is named after the ancient Yog Guru Patanjali. The institute is the first flagship project of Swami RamdevjiMaharaj and AcharyaBalkrishnajiMaharaj and has been set up not only for treatment, research and development in Yoga and Ayurveda, but also for the production and manufacturing of ayurvedic medicines. The plant is located on the HaridwarDelhi highway at Kankhal, Haridwar. PatanjaliYogpeeth is an institution where scientific research and treatment are offeredtoeverybody. The ambiance is not less than world class. It has been constructed in almost 100 acres and designed to have buildings, car parks, and a landscape to rival the best of Delhi's housing projects.PatanjaliYogpeeth Trust, a non-profit organisation started by BabaRamdev, aims to carry out social activities in all the spheres such ashealth care, education and activities. Patanjali drives its Social responsibility initiatives through PatanjaliYogpeeth Trust. PatanjaliYogpeeth is bringing health revolution in the country with the integrated approach of Yoga and Ayurveda. In addition to this, the boundaries of the organization have crossed the national boundaries and entered USA, UK, Canada, UAE and Nepal, etc. All these Trusts are working day & night to propagate and implement the historical, noble and sublime aspects of Indian culture through the philosophy and teachings of Vedas, Upanishads, etc. along with Yoga and Ayurveda. PatanjaliAyurved's Ayurvedic Manufacturing Division has over 300 medicines for treating a range of ailments and body conditions, from common cold to chronic paralysis.Patanjali Ayurveda has a plan to build many units not only in India but also abroad, in this context work has already been started in Nepal. Patanjali Ayurveda has annual turnover of around Rs. 2000 crore.Patanjali Ayurveda manufactures 45 kinds of cosmetic products. For fiscal year 2014, Patanjali Ayurved Ltd, clocked a turnover of about Rs 1,200 crore, up from about Rs 850 crore a year earlier and Rs 450 crore in fiscal 2012, as per the company filings and industry sources. During the current fiscal, Patanjali is expected to clock a turnover of over Rs 2,000 crore, according to AdityaPittie, CEO, Pittie Group. This marks a phenomenal 67% jump from the previous fiscal year. Thus, PatanjaliAyurved Ltd is not only a company which is running 3

for profit. It is a CONCEPT – which links the rising destiny of millions of rural masses on the one hand and many more suffering the onslaught of the unhealthy urban life style on the other hand.It is all about economically processing the farm produce into daily usedproducts ranging from Ayurvedic health supplements to food and cosmetics and finally supplying them mostly to the urban world.

ENVIRONMENTAL ANALYSIS USING PESTLE PatanjaliAyurved Ltd (PAL) has grown since its inception. Some of the factors or forces which affected or might affect in future are analysed below using famous PESTLE analysis. P

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POLITICAL:a) Tax Policy: - Presently there are no concessions on the Ayurveda products, but there are few discussions in the government to levy a tax concession for the ayurvedic products. Ex-chief minister of Kerala Oomenchandy raised this issue but was hardly heard. Already PAL have successfully maintained the price on the cheaper side ranging from Rs25-Rs200 for the products which costs much higher in homeopathy or allopathy. Tax concession will help PAL to decrease the price and divert the funding to further research and development of same. b) Laws: - Practice of Ayurveda does raise issues of unlicensed practice.

Some

Ayurvedicproducts raise legal red flags. The sale of herbs could be viewed as “prescribing medicine” or even possible intrusion into unlicensed practice of acupuncture. Recently PAL was in news for violating labour laws. Also, political parties have accused company of adulteration time to time. PAL have to be careful as it could affect their image and brand building in the Indian market.

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ECONOMICAL:a) Inflation Rate: - The consumer expenditure on healthcare in rural India has increased from 6.6% in 2004-05 to 6.9 per cent in 2011-2012, while the urban Indians’ expenditure on medical care has increased from 5.2% in 2004-05 to 5.5% in the year 2011-2012. NSSO report reveals that the expenditure on healthcare is highest in rural India and fifth highest in urban India during 2011-2012. And with inflation rate increasing continuously people are looking for cheaper and effective substitutes. With the brand and trust of Patanjali, it has formed the potential substitute. b) Economic Factors:- Since the raw materials for the manufacturing are basically from the natural environment and the company focuses only in retailing in India alone the factors like exchange rates, Interest rates are either out of question or too minimal to be considered. SOCIAL:a) Consumer Trend: - Speaking of consumer trend, the people of India are becoming more health conscious. Rise in healthy FMCG products from 2284.4 US $ mn in 2003 to 3897.3 US $ mn in 2007 acknowledges the above statement. This particular trend opens up the market for PAL which offers trusted Ayurvedic products. The affordable price also helps them to cover the whole market size. b) Life Expectancy:- In India, average life expectancy which used to be around 42 in 1960, steadily climbed to around 48 in 1980, 58.5 in 1990 and around 62s in 2000. The improvement in life expectancy has been attributed to better diet and health consciousness among people. This particular trends enhance the scope of companies like PAL. TECHNOLOGICAL:a) Applications of New Inventions and RND; - Inventing a new product is the best part for a growing company. Doctors and scientists are constantly working on new inventions and the better version for the old products so that benefit can be maximized for the general people. AS a part of RND, Patanjali is constantly working on the medicines of Cancer and AIDS. For the manufacturing unit in the company, it has high frequency drier unit, for quick liquefaction a fluid wed processor, tablet

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compressing device with the capacity for preparing one lac tablet per hour, high speed auto coater for coating the tablets and many more. b) Automation: -Company has PLC controlled packing machine having capacity of 300-400 volts with automatic blister packing equipment, have been installed. A utility centre has been set up in the production unit has two generators with boilers and compressors. c) Technology Incentives And Rate Of Technological Change: -With the help of biologists and technology, better options are being created in the company. With the help of the available technology, new herbs are being notified and being used in the new medicines. Moreover, company is also working for new farming ways.

LEGAL FACTORS:Ayurveda has its own medicines. There are lots of act related to Ayurveda: The medicine central council act-1970, the drugs and cosmetics act 1940 and rules made thereunder, the drugs and magic remedies act 1954 and the rules made thereunder. The drugs and magic remedies act 1954 and the rules made thereunder for the same. Except this there are several rules and laws for Ayurvedic medicines and the processed by which medicines are being formed. Quality assurance need to be fulfilled by those medicines which are being prepared and laws are there for this process as well.

ENVIRONMENTAL:The main problem which Ayurveda has to confront is seasonable herbs and their locations. There are lots of herbs which are available in winter season, autumn season or in summer season. Some herbs are available only on the mountains at very high location and some of them are not easily identifiable. Technology can help to construct area where we can do the artificial farming for those herbs by maintaining temperature according to the herbs.

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RESEARCH OBJECTIVE The objectives of a research project summarize what is to be achieved by the study. These objectives should be closely related to the research problem. The general objective of a study states what researchers expect to achieve by the study in general terms. It is possible (and advisable) to break down a general objective into smaller, logically connected parts. These are normally referred to as specific objectives. Specific objectives should systematically address the various research questions. They should specify what you will do in your study, where and for what purpose.

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Preference of average income household on domestic brand in made in India over international Analysis of sales of patanjali product To determine why patanjali products are being used

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To study the buying pattern of purchasing Patanjali Ayurved products.

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. To determine reason why people are using Patanjali Ayurved products

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COMPANY PROFILE TYPE:- PRIVATE INDUSTRY:- CONSUMER GOODS FOUNDER:- RAMDEV ACHARYA BALKRISHNA HEADQUARTERS:- HARIDWAR, INDIA AREA SERVED:- SOUTH ASIA AND MIDDLE EAST LIST:INDIA NEPAL BANGLADESH AZERBAIJAN SRI LANKA MIDDLE EAST SAUDI ARABIA

PRODUCTS:- FOOD PRODUCTS, HEALTH CARE PRODUCTS, HOME CARE PRODUCTS, PERSONAL CARE PRODUCTS & AYURVEDIC MEDICINES REVENUE:- ABOVE Rs 5000CRORE (US $740 MILLION) 8

NUMBER OF EMPLOYEES:- MORE THAN 200,000 WEBSITE:- www.patanjaliayurved.net www.Patanjaliayurved.org The ever changing marketing scenario and heightened competition over the globe has amplified the role of brand at unparalleled level. Every person is a consumer of different brands at the same time. The choice and usage of a particular brand by the consumer over the time is affected by the quality benefits offered by the brand especially when it comes to brand of eatables and cosmetics. Consumer satisfaction is derived when he compares the actual performance of the product with the performance he expected out of the usage. Philip Kotler (2008) observed that satisfaction is a person's feelings of pressure or disappointment resulting from product's perceived performance (outcome) in relation to his or her expectations. If the perceived benefits turned out to be almost same as expected, customer is highly satisfied and that is how the company achieves loyalty of the customer towards the products. Baba Ramdev established the Patanjali Ayurved Limited in 2006 along with Acharya Balkrishna with the objective of establishing science of Ayurveda in accordance and coordination with the latest technology and ancient wisdom. The

Patanjali

Ayurved

Limited is

an Indian

FMCG

company

.Manufacturing units and headquarters are located in the indusrtial area of Haridwar while the registered office is located at Delhi. The company manufactures mineral and herbal products. It also has manufacturing units in Nepal under the trademark Nepal Gramudhyog and imports majority of herbs in India from Himalayas of Nepal. 9

According to CLSA and HSBC, Patanjali is the fastest growing FMCG company in India. It is valued at ₹30 billion (US$450 million) and some predict revenues of ₹5,000 crore (US$740 million) for the fiscal 2015–16.

REVENUES:Revenues

Year

(In crore Rs) 2009-10

163

2010-11

317

2011-12

446

2012-13

850

2013-14

1,200

2014-15

2,006

2015-16

5,000

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SCOPE

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The study can be done on the consumption pattern of Ayurvedic/ herbal both in the rural areas as well as urban areas.

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The study can be done on the basis of gender, age group, income of the consumers.

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About the availability of the products and the price range of the products should be competitive with the other FMCG company’s product.

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More Patanjali mega store or Patanjali Chikitsalaya are expected to be opened in urban as well as rural areas.

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Like the company has expanded its products from pharma to FMCG products it can also expand to the other product lines like baby care, etc.

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RESEARCH METHODOLOGY : Research methodology is a way to systematically solve the research problem. It may be understood as a science of study how research is done scientifically. In it we study the various steps that are generally adopted by the researcher in studying his research problem along with the logic behind them. Research: The word research is composed of two syllables, re and search. “Re” is a prefix meaning again, anew or over again “Search” is a verb meaning to examine closely and carefully, to test and try, or to probe. Together they form a noun describing a careful, systematic, patient study and investigation in some field of knowledge, undertaken to establish facts or principles.

Research Process: Steps in Research Process: 1. Formulating the Research Problem 2. Extensive Literature Review 3. Developing the objectives 4. Preparing the Research Design including Sample Design 5. Collecting the Data 6. Analysis of Data 7. Generalisation and Interpretation 8. Preparation of the Report or Presentation of Results-Formal writes ups of Conclusions reached. Research Design: A research Design is a complete scheme or programme of the research. It includes an outline of what the investigator will do from research problem formulation to final analysis of data. Sources of Data: 

Primary Data



Secondary Data

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Primary data:

 These are those which are collected a fresh (again but in a new or different way) and for the first time and thus happen to be original in character and known as Primary data.

 It is based on primary source of information. Secondary data :  It means that are already available that is they refer to the data, which have already been collected and analyzed by someone else for its own use and later the same data is used by a different user or person. It is based on secondary source of information RESEARCH SOURCE Research resources are usually thought of as primary sources and secondary sources. Primary sources . Secondary sources,

RESEARCH DESIGN 

Type of research – Descriptive

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Data collection Technique – Questionnaire (survey)

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Sampling – 1- Sample area - Varanasi (city) 2-Sample size – 50 people 3-Sample technique – Random Sampling 4-Sample unit – Male/ Female, Age group

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LITERATURE REVIEW Marketing through Spirituality: A Case of Patanjali Yogpeeth (kumar, 2014)Marketing through spirituality has become a significant topic of discussion as it affects the consumption behavior of people. Therefore, spiritual organizations are launching and selling their own products for the customers to capture the market. Here, in this study, yoga and pranayam are considered as the dimensions of spirituality and it is observed that people generally rely on a spiritual guru for performing yoga and pranayam. Swami Ramdevji is the most famous guru in teaching yoga and pranayam in India and he, through Patanjali Yogpeeth, has launched several products not only based on ayurvedic medicines but also on FMCG. Hence, this paper talks about marketing through spirituality through the case study and success story of Patanjali Yogpeeth. The research uses a qualitative approach to collect data from various officials of Patanjali Yogpeeth through unstructured face-to-face interviews. The study revealed that yoga and pranayam are very effective tools in marketing through spirituality and influence the consumption behavior of masses. Factors Influencing Purchase of FMCG by Rural Consumers in South India: An Empirical Study (Ali, 2012)With more than six hundred thousand villages and more than 70% of the population, rural India has become a massive consumer goods market. FMCG has emerged as a major product category in rural consumption. Companies marketing FMCG to rural consumers cannot merely extend their general marketing strategies to rural markets. Instead, they need to devise rural specific strategies. In this process, they need to understand crucial issues relating to rural consumer behavior and more specifically relating to different geographic regions of the country. This paper focuses on understanding factors that affect the rural purchase of FMCG in South India. Empirical study was conducted in 8 districts of South India to identify the key influencing variables. Factor analysis was used to form 24 key variables into five groups (influencing factors). Influence of retailers’ recommendations has emerged as the most significant variable in the trust factor. According to the study, rural consumers in South India consider that usage of FMCG contributes to their lifestyle.

Consumer Behaviour (Choudhary, 2010)It is the study of when, why, how, and where people do or do not buy Product or business product. It blends elements from psychology, sociology, and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset 14

for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions Patanjali Ayurved injects new life into herbal market, helps rivals sell more personal care products (Neha Tyagi & Sagar Malviya, 2016)In a short span of time, Patanjali Ayurved has not only made a name for itself among Indian consumers, but also fueled expansion of the herbal products market and helped rivals sell more home and personal care products, grabbing share from MNCs. The Baba Ramdev-led company's sales jumped 64 per cent to Rs 731 crore in the six months ended December and rivals Dabur BSE -0.67 % and Himalaya grew in double digits in a consumer products market that expanded barely 6 per cent. According to IMRB data. The figures exclude commodity products such as ghee and atta. What's helping these firms is a growing preference for Ayurvedic products known for natural ingredients and health benefits. In addition, herbal products are cheaper. "Patanjali has registered a near-80 per cent growth in penetration, which is about 5 percentage points on an absolute level, in one year," said K Ramakrishnan, general manager, IMRB Kantar World panel. Consumer Behavior towards packaging of FMCG products (kanika6759, 2009)The importance of packaging design as a vehicle for communication and branding is growing in competitive markets for packaged FMCG products. This research utilized a focus group methodology to understand consumer behavior toward such products. The challenge for researchers is to integrate packaging into an effective purchasing decision model, by understanding Consumer’s behavior towards the packaging of FMCG products. When consumers search for and process information in-store, the product's package can contain relevant and useful information for the consumer. Product packaging forms the end of the 'promotion-chain' and is close in time to the actual purchase and may therefore play an important role in predicting consumer outcomes. Packages also deliver brand identification and label information like usage instructions, contents, list of ingredients or raw materials, warnings for use and directives for care of product A Study on Consumer Behaviour towards FMCG Products among the Rural-Suburban HHs of Ernakulam (Joseph, 2014)The rural consumers are known to earn low income, have low level of literacy, low level of brand awareness, asymmetric information, inadequate communication and transportation facilities. The Rural markets and sub-urban markets are now expanding in Kerala with ever greater penetration index, as the growth seems stunted in the urban markets. In this study, Rural & suburban areas of Ernakulam with a sample size of 100 respondents. The study intends to identify the level of influence of various factors on the purchase of 15

FMCG products- soaps &detergents among the rural/ semi urban consumers. The study emphasized that rural consumers gave more importance to the ‘quality’ of the FMCGpersonal care brands they bought rather than the normative influences or social appeal vide celebrity endorsements in the mass media Consumer Behavior Towards Over-the-Counter Herbal Products in India (Laturkar)In today’s era, development of an appropriate and effective marketing strategy requires an assessment of the buyer in qualitative terms. This includes keeping a watch on the sources of information from where the buyer gets the knowledge about the brands, their frequency of purchase and the decision-making process of decision maker and satisfaction. A study of the buyer from all these dimensions is of paramount importance for it would make open the marketing implications and ramifications for the marketers. Basically it is the motivational mechanism that the buyer has develops in his mind towards various sets of products that counts a large. A deliberate consumer behavior study helps the marketers to come out with right positioning strategies. It is to say that any effort to assess the market must include a keen and close analysis of what the buyer is in the market. This study is about buying behaviour of consumer in relation to OTC herbal products in India. Like in any other product, consumer behaviour involves the psychological process that consumer go through in recognizing his needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a product). A Study of Consumer Perception Of Herbal Products In Bhopal (Yadav, 2015)The Indian herbal market is flooded with numerous well-known and recognized herbal brands. Vindhya Herbal is an initiative of Madhya Pradesh government to provide unadulterated ayurvedic products to the people and for generating gainful employment for the vulnerable and downtrodden section of the society. The study is to examine existing state of Vindhya Herbal in Bhopal, its birthplace. Besides, this study talks about other parameters like benefits/attributes consumer acquaintances with herbal products, awareness, preferential, source of knowledge, usage and attitude related to herbal products. The research design consisted of an exploratory phase followed by a descriptive cross-sectional, close-ended questionnaire-based survey in Bhopal. As the study has been conducted in a Hindi belt, the questionnaire was kept bilingual; Hindi and English. Sampling was done on the basis of two criteria; 1) such regions were selected where almost major herbal brands are available and 2) Respondents have used at-least one of the herbal brands. Only 23 percent consumers responded to have used Vindhya herbal. Those who have used Vindhya herbal have preference it, if available in a nearby store. Most of the respondents mentioned that herbal products are prepared from the natural ingredient, as a result faced no side effect. Purchase of herbal products primarily takes place on a monthly basis and use on a daily basis. Doctors, family members and mass media were reliable sources and the respondents trust on their recommendations for buying fresh herbal products. Desirability for further information was high among consumers related to herbal products. A study on consumer awareness, attitude and preference towards herbal cosmetic 16

products with special reference to Coimbatore city (K.Gokila, 2015)Cosmetics and toiletries are not just the domain of women more body sprays, perfumes and other cosmetics and toiletries with rising demand from men, the Indian market is getting enlarged and many players are coming out with cosmetic products especially skin care products for women and men Globalization will certainly increase cosmetic products penetration and all professional shall equip themselves to exploit opportunities offered by this sector. This gives me an opportunity to work on with endeavor focusing on the consumer perception and satisfaction of women towards cosmetics with special reference to Herbal Products. The primary objective of this study is to understand the consumer perception and satisfaction studying the awareness of the products within the consumers and the number of consumers who consumes the Herbal Cosmetics.

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CHAPTER –II PATANJALI PRODUTS LIST IN INDIA

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PRODUCTION:-

Patanjali Food and Herbal Park at Haridwar is the main production facility operated by Patanjali Ayurved. The company plans to establish further units in India and in Nepal.

In 2016, the Patanjali Food and Herbal Park was given a full-time security cover of 35 armed Central Industrial Security Force (CISF) commandos. The park will be the eighth private institute in India to be guarded by CISF paramilitary forces. Baba Ramdev is himself a "Z" category protectee of central paramilitary forces.

PRODUCTS: Patanjali Ayurved produces products in the categories of personal care and food.The company manufactures 444 products including 45 types of cosmetic products and 30 types of food products. According to Patanjali, all the products manufactured by Patanjali are made from Ayurveda and natural components. Patanajali has also launched beauty and baby products. [32]

Patanjali Ayurvedic manufacturing division has over 300 medicines for

treating a range of ailments and body conditions, from common cold to chronic paralysis. 19

Patanajali launched instant noodles on 15 November 2015. Food Safety and Standards Authority of India slapped a notice on the company as neither Patanjali nor Aayush, which are the two brand names under which Patanjali got licenses, have got any approval for manufacturing instant noodles. In 2016, Patanjali has announced to enter the textile manufacturing centre. The company is reported to manufacture not only traditional clothes such as Kurta Payjama but also popular western clothes such as jeans.

On November 5, 2016, Patanjali announced that it will set up a new manufacturing plant Patanjali Herbal and Mega Food Park in Balipara, Assam by investing ₹1,200 crore (US$180 million) with the manufacturing capacity of 1,000,000 tones (2.2×10 9 lb) of goods per year. The new plant will be the largest facility of Patanjali in India and will be operational by March 2017. Patanjali already has around 50 manufacturing units across India.

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PERSONAL CARE: 

Skin care



Dental Care



Hair Care

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Body Care



Toiletries



Eye care 21



Shishu Care

  Shaving Cream

Health Care Products:   Digestives   Health and Wellness   Chyawanprash 22

  Badam pak   Ghee   Honey   Health drinks   Fruit Juice

Food Care Products: 

Biscuits and Cookies

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Spices



Candy

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Herbal tea

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Jam 23



Murabba

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Soan papdi

  Natural Sugar 

Broken cereals Dalia



Gram flour (Besan)

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Pickle

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Mustard Oil

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Corn Flakes

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Dal Pulses

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Rice

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Noodles



Oats

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Papad

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Namkeen



Bura

24

Home Care Products: 

Agarbatti

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Dish Wash bar

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Herbal Gulal

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Hawan Samagri



Detergent Powder

25

Medicines:   Kwath   Packages for Diseases   Vati   Bhasma   Churna   Guggul   Parpati / Ras   Pishti   Arishta   Asava 26

  Godhan Ark   Oil   Lep   Balm   Syrup 

Inhaler



Tablets

SALES AND DISTRIBUTION

Patanjali Ayurved sells through nearly 4,700 retail outlets as of May 2016. Patanjali also sells its products online and is planning to open outlets at railway stations and airports.] Patanjali Ayurveda

has

tied

up

with

Pittie

Group

and Kishore

Biyani's Future Group on 9 October 2015. As per the tie-up with Future Group, all the consumer products of Patanjali will be available for the direct sale in Future Group outlets. Patanjali Ayurveda products are also available in modern trade stores including Reliance retail, Hyper city and Star Bazaar apart from online channels. Patanjali Ayurved, co-founded by yoga guru Ramdev, is targeting Rs 10,000-crore revenue in 2016-17, after sales grew 150 per cent in the previous financial year to Rs 5,000 crore. Patanjali Ayurved has also started its FMCG expansion in form of dealership and distributorship channels across the country and expects wider growth in Overseas distribution as well. 27

No one can help admiring the simplicity of the techniques for practicing the different pranayam (controlled breathing) which His Holiness Swami Ramdev Ji Maharaj has evolved and has been teaching to the common mass in India. One finds the methods taught by Swamiji very simple for any lay person to pick up and follow. It is the simplicity in the technique that is making Pranayam a part of life to common man. Pranayam were there in text books for long time but, no one from the common mass in India did have access to it for the techniques of practicing them were very complex. There were also some words of caution attached to such instructions that any deviation from the practicing techniques would cause immense harm to a person. This gave birth to an idea that Pranayam should never be attempted to be practiced individually and should only be practiced in the guidance and vigil of a trained Yoga teacher (Guru). Such rigid rules, complexity in practicing techniques and above all the caution that, any deviation in the practicing techniques would cause immense harm to the person, took Pranayam far away from common mass and was finally lost and buried. No one dared to practice such an art which would cause harm to them if there is even a slightest of deviation in the technique. Swamiji has done a tremendous job in breaking this concept of fear in common mass about the harm caused by Pranayam. His Holiness has devised very simple techniques for practicing the Pranayam which are very easily picked up by any common man just by watching the T.V. His Holiness Swamiji has also assured the common mass that Pranayam can never cause harm to any person attempting to practice individually. Swamiji has exhumed the Indian ancestral science of Pranayam from the grave of darkness, fear and monopoly of a few and presented it in its simplest form for the welfare of the mankind. Swamiji has removed the veil of darkness and the mystery of Pranayam is unfolding itself to the common mass in India.

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Positioning of PatanjaliYogpeeth

The activities, through which PatanjaliYogpeeth wants to project its image in the minds of people, are categorized into following four categories: .1 Ascetic Lifestyle (Sadhna) Sadhna is the main aim of any spiritual organization. Baba Ramdev is influenced by the ideology of MaharshiDayanandSaraswati, who laid great importance on yoga and pranayam. To promote Sadhna, great emphasis is laid down on yoga and pranayam. Various methods, like organizing YogShivirs (camps), broadcasting through TV channels, making CDs and DVDs of yoga, etc., are adopted to promote yoga and pranayam. Holistic approach to yoga is adopted which includes Gnanyog, Dhyanyog, Bhaktiyog and Rajyog. Swamiji wants to see country becoming Yogic India. 2 Education (Shiksha) PatanjaliYogpeeth is trying to establish traditional system of teaching which incorporates education with Indian culture that will take care of nation’s economic, social and spiritual needs, and to work in tandem with such institutions already existing. The main motive behind all the activities is character building, moral boosting and knowledge of culture, awakening of national pride, equitable society, arrangement of study and teaching of Veda, Upanishad, etc., for the welfare of world. Various initiatives taken in this regard include establishment of PatanjaliAyurved College, University of Patanjali, Gurukul at Rewari and many other institutes. All the initiatives work towards integration of knowledge and wisdom 3 Health (Swasthya) Health Revolution is one of the founding objectives of Patanjali family. Patanjali is trying to promote Ayurveda system of Medicine and practice ancient Indian Treatment system which includes Panchkarma, Naturopathy, Yajna therapy etc. To 29

achieve this, various medicines are prepared by Patanjali under PatanjaliAyurved, Divya Pharmacy etc. Patanjali Food and Herbal Park is established to provide pure and herbal products to people. PatanjaliChikitsalayas and PatanjaliArogya Kendra are established in various cities across the country to make Ayurvedic medicines available to the people. .4 Entrepreneurship (Swawlamban) Patanjali aims at promoting indigenous entrepreneurship among the people of the country and to reduce the dependence on the west. Patanjali Food and Herbal Park is established to bring about agricultural revolution in the country which gives farmers best price for their produce. Various self help groups are also constituted to promote indigenous entrepreneurship. All these activities combined leads to Spiritual entrepreneurship.

Marketing Mix In order to know exactly the reason for success of Baba Ramdev, it is imperative to throw some light on the marketing mix rudiments. To be a successful marketer it is important that all the marketing mix elements have to be fine tuned to support and strengthen brand personality. Product strategy 1 Pranayam and Yoga: A Package for Various Diseases Swami Ramdev'sDivya Medicines are claimed to be one hundred percent natural, made from potent herbs available in the Himalayas, with no or very little side effects. They have proven extremely effective for combating all forms of sickness and disease. Along with these medicines, Swamiji recommends patients to also adopt the practice of pranayam, which will strengthen the immune system and quicken the healing process. Ramdev Baba opines that pranayam and yoga are the complete Ancient Indian Therapy, which 30

is a Medical Science in itself that cures any physical or mental medical condition completely, without any side effects. Swami Ramdev has proved and declared on Indian and International TV Channels, pranayam and yoga is the complete natural cure for all physical and mental ailments. But if medicines are required they are also available and these packages of medicines are available at a very low cost. The medicines can cure all the diseases from a simple cold to cancer. In a bid to promote ayurveda, Swami Ramdev's Trust has tied up with 600 qualified ayurvedic practitioners who are offering treatment to masses for a variety of diseases, some of them termed incurable by the modern system.

2 FMCG Products Patanjali has also introduced FMCG products to diversify in the market. Indian FMCG market is a market which has a very wide range of customers. There are many competitors in all the categories and although they all have similar products available at almost similar prices, Patanjali is trying to prove it different through their marketing strategies. However, entry to this business is easy (low entry barriers) and this fact has been utilized very efficiently to result in combined benefit for both Patanjali and the consumers.

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As seen from the above Table, the major products of the Patanjali Food Park are sharbat (Juice concentrates), jam, salt, chyawanaprash, flour candy, washing powder, etc. The advantage with all these products is that these are made of natural products and don’t have any side effects at all. But as there are so many players existing in the market, that Patanjali products have a tough competition to face with

Overall, product/market strategy of the Patanjali group can be understood through Ansoff’s Matrix (Ansoff, 1957) as shown in Figure-1 below. Ansoff’s matrix, despite of being more than fifty year old marketing tool, still has a great contributor to understand the diversification strategy of the organization (Richardson and Evans, 2007). It can be clearly understood from the matrix that PatanjaliYogpeeth is diversifying itself from ayurvedic medicine to FMCG products.

Pricing Strategy Developing an effective pricing strategy remains the most important and difficult part of the marketing process. As far as the pricing of FMCG products is concerned, the 32

pricing strategy is a mix of skimming and penetration. Some products are costly than other competitive brands and some are cheap. But, in case of pranayam and yoga, Baba Ramdev's uses a penetration strategy and cost is very less. He urges people not to lose hope or suffer and depend on expensive treatments. The diseases for which Indian population spend much more in hospitals, pranayam and yoga treat all the ailments completely without costly medicines, operations or surgery. It is amazing, but it is claimed to be true that this is the cheapest and the only complete cure to most of the so called incurable diseases like Diabetes, Cancer, HIV and AIDS too.

Supply Chain Management (SCM) Patanjali follows a very smooth Supply chain management. The three parts of supply chain are product flow, cash flow and information flow. In supply chain of Patanjali all these are maintained very smoothly. Supply Chain of Patanjali can be well understood with the help of some examples. First we will take the example of sale of Patanjali products. They sell their products only through their own outlets opened in almost every district/city of India. Each outlet sends its demand to central office at Haridwar. Then based on demand, different products are gathered from various units of Patanjali viz. Divya Pharmacy, PatanjaliAyurved, Patanjali Foods etc. Then the items are delivered to the respective outlets mainly through Patanjali transport. This shows a good example of Supply chain management. Next we can take the case of Patanjali Gram at Uttarkashi. Here Swami Haridasji has presented a very good example of SCM. They collect cow urine from rural households. After initial filtration, it is sent to Patanjali Food and Herbal Park where it is processed and is sent to various Patanjali outlets for distribution. The part of money received from the sale of cow urine is kept by Patanjali Food and Herbal Park Limited as processing cost and the rest is sent to the village. Some amount is distributed to the people as a price of cows urine, rest is used for the development of 33

the village like establishing necessary infrastructure, building schools etc. The Patanjali Mega Food Park (PMFP) has been envisaged to help in creation of enabling infrastructure for food processing and a comprehensive ‘farm-to-plate’ supply chain system. The initiative aims to seek maximum value addition by backward as well as forward integration between the farmers, factory and the market. It can be said that the supply chain doesn’t have any intermediary in between but rather it’s a direct from supplier to producer to consumer. This also helps in reducing the cost because it avoids the unnecessary commission cost and other related charges of the intermediaries

Sales and Distribution Patanjali follows various modes of distribution for their products.  They provide sale of products through their website with online payment facility. These products can be procured through post also by sending the required amount through demand draft etc.  Patanjali has opened “PatanjaliChikitsalayas” and “PatanjaliArogya Kendra” in almost all the cities of the country from where all the Patanjali products can be procured easily. A Patanjali trained Ayurvedic doctor also sits in every PatanjaliChikitsalaya from whom consultation can be obtained regarding various medicines.  Patanjali herbal products are also available at Post offices across the country.  A shop is established for sale of products wherever a yoga camp is organized.  Patanjali has prepared disease specific CDs which they sell through their various outlets.

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Promotional Strategy Baba Ramdev's live yoga classes became a passion. And it all began in the year 2002 when Sanskar television channel started airing Baba Ramdev's yogic classes; overnight, Baba Ramdev became a sensation he had hundreds of followers who morphed into thousands. Then Sanskar channel's rival Astha channel signed him. In two years time he was a hit and with him also the channel benefited. His TV shows have the largest TRP. Today, he is one of the biggest draws on Indian television. He can be seen not only on religious channels like Aastha, but also news and features channels like AajTak, India TV and Sahara One. Millions around the country follow his programmes religiously and use Ayurvedic medicines prescribed by him. There was an eight-month waiting period before one could see Ramdev; he was being booked that far ahead by television channels for his live yoga classes each morning. His yoga sessions were beamed live into 170 countries. Also, Baba Ramdev's pack i.e., one DVD, two Video CDs, three books on yoga, pranayam and herbal remedies, and Magazines are available. This set of four promotional materials with a Research Oriented Monthly Magazine of Yog, Spiritualism, Ayurveda, Culture and TraditionYog Sandesh available in 5 languages can do much to lure customers. Even healthy people are following his yoga pranayam regimen, as available in his DVDs, VCDs, Books and magazines etc., to keep fit. Baba Ramdev has got the pulse of the basic needs of people which is not only limited to food, clothing and shelter but also includes a healthy life style, and has managed to fine tune his offerings to suit the needs of all. He has mastered the art of mass customization and practices the art dexterously so much so that each individual feels that he is talking to him individually

Broadly speaking, the promotional marketing strategy of PatanjaliYogpeeth includes the following: 35

 The most important promotional activity involves yoga campaign by Baba Ramdev and the Patanjali trust.  Advertising through business journals and newspapers in India and abroad with the help of an advertising agency.  The company has established a web site in the internet. This will ensure international visibility and marketing.  Group regularly interacts to industry and business associations.  Group also has interaction with foreign embassies/trade counsels in India.  They are also bringing out attractive brochures and other literature with the help of advertising agency.

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INNOVATION - What makes Patanjali a credible threat is that it does not try to beat other FMCG companies at their game; it changes the game for them: IIFL - Patanjali’s proactive moves have been crucial for its growth. Other consumer companies will need to step up innovation:Edelweiss 

PRICING - Priced anywhere between 10%-30% cheaper than peers, Patanjali poses serious challenge to flagship products of many companies: Reliance Securities - The company is set to eat market share of some of the FMCG majors in oral care, hair care and OTC products with its economical pricing across its brand portfolio: Bonanza Portfolio



THE BRAND, MARKETING - Patanjali has the advantage of being associated with a personality, Baba Ramdev, a yoga guru with a following of millions who popularises this brand through his camps: IIFL - Patanjali will also be launching its mobile app, which will allow consumers to locate nearby outlets that are selling Patanjali products and also facilitate online ordering: Edelweiss - Patanjali has gained traction in a few categories, one of which is toothpaste: Credit Suisse - It was one of the top three brands advertised on television in last week of November, as per BARC:Reliance Securities



REVENUE, MARKET SHARE - Patanjali could reach a net turnover of Rs 20,000 crore by FY20: IIFL - Industry sources indicate that Patanjali’s market share is likely to be around 5% by end 2015. This is a big success in this category, which had just three players until now: Credit Suisse

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- Patanjali likely to more than double its revenue to Rs 5,000 crore in FY16 from Rs 2,000 crore in FY15 A premium product but an economical price tag. That is what yoga guru Baba Ramdevbacked brand PatanjaliAyurved promises customers. That strategy has worked, with PatanjaliAyurved Ltd, which flaunts its ‘Make in India’ roots, set to touch the Rs 5000 turnover mark in FY16.

Patanjali to tie up with Future Group Riding on the yoga guru's brand value and personal endorsement for its products, PAL is among the top FMCG companies in the country, ahead of Jyothi Labs Arnab Dutta | New Delhi October 8, 2015 Last Updated at 00:33 IST Yoga guru Ramdev'sPatanjali Group is set to tie up with Kishore Biyani-led retail major Future Group. To reveal the business deal between the two groups, Biyani, Ramdev and his close aide Bal Krishna - who also holds several key positions in Patanjali's various arms - will hold a press conference on Friday in Delhi. While Patanjali did not respond to queries on the purpose of a tie-up with the retail major, a Future Group official said, "A tie-up or association for the food & FMCG (fast-moving consumer goods) products between Future Group and Patanjali Group will be announced." He, however, declined to reveal more details. The group's flagship entity PatanjaliAyurved (PAL), which was co-founded by Ramdev in 2006 as a private limited company and eventually converted into a public limited company in 2007, currently produces FMCG products ranging from branded basmati rice to noodles, and toothbrush to juices. Riding on the yoga guru's brand value and personal endorsement for its products, PAL is among the top FMCG companies in the country, ahead of Jyothi Labs. While Emami Ltd and global FMCG major Procter & Gamble has annual sales of Rs 2,031 and Rs 2,334 crore, respectively, PAL is not far behind, breathing on their neck at Rs 2,028 crore, according to CARE Ratings. While Ramdev does not hold any stake in the company, he is frequently seen endorsing PAL's products, the latest being during the launch of Patanjali's instant noodles last month.

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So, how does the company do it? “There are four reasons why Patanjali’s products are cheaper than competition,” the Kotak report said. 40

“Patanjali’s top management takes no salary and they have no big expenses,” the report added. Ramdev, the face of the brand reportedly doesn’t own any stake in the company. His close confidant, Acharya Balkrishna, is the managing director. Ramdev’s brother Ram Bharat runs dayto-day operations, while Deepak Singhal, a pharma veteran and Ramdev follower, is the chief strategy officer.

Secondly, Patanjali benefits from efficient raw material procurement—without any leakages or commissions paid. This cut down costs by at least 5%. However, Patanjali’s core strength in cutting costs lies elsewhere. It has largely avoided huge advertisement costs that account for asmuch as 10-15% of the other FMCG majors’ expenditure. “Baba Ramdev is a great proponent of a direct marketing FMCG company, and is one step ahead of the likes of the Amways and Avons of the world,”. For years, Patanjali relied on direct marketing by the yoga guru’s disciples and instructors. According to brokerage firm, CLSA, Patanjali has the potential to reach out to more than 200 million directly or indirectly linked to his yoga programme. This year, however, Patanjali has firmed up plans to spend almost Rs300 crore on advertisements across television, radio, print and digital media. Overall, it plans to invest Rs1,000 crore to set up exclusive stores, and ramp up online distribution.

The fourth and last reason is the company’s ability to maintain very low profit margins, according to the Kotak report.

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4 Ps of Marketing For Patanjali Ayurved Limited The marketing mix is a set of controllable , tactical marketing tools that a firm blends to produce response it wants in target market. The marketing mix consist of everything the firm can do to influence the demand for its products. The many possibilities can be collected into 4 groups of variables known as the 4 Ps of Marketing. 1. Product 2. Price 3. Place 4. Promotion 1) Product: - This means the goods and services combination the company offers to the target market. It includes Variety, Quality, Design, Features, Brand name, Packaging services. In the same way Patanjali Ayurved Limited (PAL) offers a wide variety of quality products to the customers. Their products are dividing into various sections like Ayurvedic, Herbs, Food /Groceries, Juices, Cosmetics and toiletries in order to cover various market segments. 2) Price: - It refers to the amount of money the customers must pay to obtain the products. (PAL) offers its products to the customers at a price which is 10% to 30% less than other branded products in the market . For example currently 250gm Dabur honey is available at Rs.120 but at the same quantity Patanjali honey is available at Rs 70only.

3) Place: - This includes company activities that make the product available 42

to target customers. Similarity (PAL) makes it products available to customers through exclusive Patanjali shops, through organized retail shops like Big Bazaar and Spencer’s Pharmacist and kirana shops too. There are about 15000 Patanjali stores in India. 4) Promotion:-This refers to the activities that communicate the merits of the product and persuade the target customers to buy it. This includes advertising, personal selling, sales promotion and public relation. But PAL was never into advertising as when the company was established in 2006 its products entered the market in 2008 and they did not use any media source for the brands promotion but after 2011 they changed their marketing strategy and with the nationalistic concept like Swedish and prominent public figures like Baba Ram Dev ,Hema Malini and Sushil Kumar .Patanjali was able to capture a bigger portion of market in less than a decade.

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INDUSTRY PROFILE Herbal Industry

The Indian herbal market is rising sharply and is expected to hit Rs 14,500-crore mark with exports reaching Rs 9,000 crore by the year 2012. The herbal market has an annual compounded growth rate of 20 and 25 per cent, respectively. India is followed by China as the largest producer of medicinal plants having more than 40 per cent global diversity, Ayushkati Ayurveda’s promoter Pankaj Naram said in a statement here. Worldwide, the Ayurvedic industry is put at $3 billion and is slowly gaining acceptance as an alternative system of medicine and health care, Naram said. The World Health Organisation (WHO) has projected that the global herbal market will grow to $5 trillion by 2050. According to the study on ‘Herbal Industry Biz Potential’, currently, the Indian herbal market is worth Rs 7,000 crore ($1.7 billion) and India exports herbal raw materials and medicines worth over Rs 3,600 crore ($902 million). OTC (over the counter) products constitute 20 per cent of the $165-billion health care industry in the US, in India, it constitutes only 5 per cent of the Rs 19,000 crore health care indu

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WORK OF COMPANYY atanjali Ayurved Limited is an Indian FMCG company, Acharya Balkrishna established Patanjali Ayurved Limited in 2006 along with Baba Ramdev with the objective of establishing science of Ayurveda in accordance and coordinating with the latest technology and ancient wisdom. Revenues Patanjali Ayurveda's annual turnover for the year 2014-15 increased to ₹2500 crore (US$370 million) as compared to previous turnovers of ₹1200 crore (US$180 million) (2013–14), ₹850 crore (US$130 million) (2012-13) and ₹450 crore (US$67 million) (2011–12).[10][11][12][13][14] Future Group which has tied up with Patanjali sells about ₹30 crore (US$4.5 million) worth of Patanjali products every month. It is valued at ₹13000 crore (US$1.9 billion) and some predict revenues of ₹5000 crore (US$740 million) for the fiscal 2015–16 Production Patanjali Food and Herbal Park at Haridwar is the main production facility operated by Patanjali Ayurved. The company plans to establish further units in India and in Nepal. In 2016, the Patanjali Food and Herbal Park was given a full-time security cover of 35 armed Central Industrial Security Force (CISF) commandos. The park will be the eighth private institute in India to be guarded by CISF paramilitary forces. Baba Ramdev is himself a "Z" category protectee of central paramilitary forces Products Patanjali Ayurved produces products in the categories of personal care and food. The company manufactures 444 products including 45 types of cosmetic products and 30 types of food products. According to Patanjali, all the products manufactured by Patanjali are made from Ayurveda and natural components. Patanjali products are cheaper than alternatives in the market due to lesser production and marketing costs. Patanajali has also launched beauty and baby products. Patanjali Ayurvedic manufacturing division has over 300 medicines for treating a range of ailments and body conditions, from common cold to chronic paralysis. Patanajali launched instant noodles on 15 November 2015. Food Safety and Standards Authority of India slapped a notice on the company as neither Patanjali nor Aayush, which are the two brand names under which Patanjali got licenses, have got any approval for manufacturing instant noodles.

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Sales and distribution Patanjali Ayurved sells through nearly 4000 retail outlets as of 2015. Patanjali also sells its products online and is planning to open outlets at railway stations and airports. Patanjali Ayurveda has tied up with Pittie Group and Kishore Biyani's Future Group on 9 October 2015. As per the tie-up with Future Group, all the consumer products of Patanjali will be available for the direct sale in Future Group outlets. Patanjali Ayurveda products are also available in modern trade stores including Reliance retail, Hyper city and Star Bazaar apart from online channels. Defence organization DRDO entered into licensing agreements with Patanjali Ayurveda for transfer of technology. Units of Patanjali Ayurved Limited: 1. Already 12 successful units running including units for Packaging material and Containers e.g. flour mill, candy plant, herbal cosmetic and detergent plants, digestives unit, juice plant etc. 2. Co-packing Facility-Tetra Pak and Volpack 3. Multi-fruit juice processing line 4. Nutraceutical Processing Line 5. Sale Outlets: Patanjali brand with national and international reach, more than 85,000 retail outlets-accessible to Patanjali products Employment Generation: 1. 2. 3. 4.

Currently PAL employs more than 6000 laborers in its processing activities. More than 400 Sales Staff. PAL has more than 300 technically qualified employees. PAL has provided more than 2.00 Lac indirect employment.

The Company started doing its business for the benefit of mankind for the last 4-5 years and we are very much excited to see responses of the people worldwide. The following figures for the last three years of its working itself will tell the story of the Company’s achievements as well as public faith in the Company’s products: -

Financial Years Particulars

2009-2010(Rs.in Crores)

2010-2011 (Rs.in 2011-2012 (Rs.in Crores) Crores)

Sales

162.67

317.66

451.22

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Profit Tax(PBT)

Before

48.83

88.14

70.20

Financial Years 2009-2010(Rs.in Crores)

2010-2011 (Rs.in 2011-2012 (Rs.in Crores) Crores)

33.24

68.38

58.89

% of PBT of Sales

30.00

27.75

15.55

% of PAT of Sales

20.43

21.53

12.38

Particulars Profit Tax(PAT)

After

The above data speaks the growth rate of the Company and popularity and faith of the Public in PATANJALI AYURVED LIMITED. The Company has already launched its products in the open market all over India on the demand and response of both the rural and urban people. Today, the Company alone is making approx. 200 domestic products of food items, Cosmetic Items and the Ayurvedic Medicines and many more things to come.

Patanjali Ayurveda's annual turnover for the year 2014-15 increased to ₹2500 crore (US$ 370 million) as compared to previous turnovers of ₹1200 crore (US$ 180 million) (2013– 14), ₹850 crore (US$ 130 million) (2012-13) and ₹450 crore (US$ 67 million) (2011–12). Future Group which has tied up with Patanjali sells about ₹30 crore (US$ 4.5 million) worth of Patanjali products every month.

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CHAPTER -III DATA ANALYSIS AND INTERPRETATION

.

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1. Age

Response Below 20 21-30 30-40 Above 40 Total

Data 9 29 9 3 50

Percentage 18% 58% 18% 6% 100%

Table 4.1 Age

6%

18%

18%

58%

Below 2021-3030-40Above 40

Figure 4.1 Age INTERPRETATION

From the following data the age of the consumer is determined, could be seen that 58% of them fall into the age group of 21-30, whereas 18% of them fall into the age category of 30-40 and below 20, and 6% of them fall into above 40 group

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2. Gender Response

Data

Percentage

Male

28

56%

Female

22

44%

Total

50

100%

Table 4.2 Gender

44%

56%

MaleFemale

Gender: Figure 4.2

INTERPRETATION

The following data shows that there were 56% of male and the female were 44%.

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3. Marital Status

Response Married Unmarried Total

Data 15 35 50

Percentage 30% 70% 100%

Table 4.3 Marital Status

30%

70%

MarriedUnmarried

Figure 4.3 Marital Status

INTERPRETATION

The following data shows that there were 30% of married consumers where as 70% of them were unmarried.

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4. Occupation Response

Data

Percentage

Student House wife Employed Business Total

35 2 9 4 50

70% 4% 18% 8% 100%

Table 4.4 Occupation

8% 18%

4%

70%

StudentHouse wifeEmployedBusiness

Figure 4.4 Occupation

INTERPRETATION

The following data shows that 70% of them are student, whereas 18% of them are employed, 8% of them are into business and 4% of them are house wife.

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5. Monthly Income Response

Data

Percentage

5000 5000-10000 10000-20000 Above 20000 Total

12 5 11 22 50

24% 10% 22% 44% 100%

Table 4.5 Monthly income

24% 44%

10%

22%

50005000-1000010000-20000Above 20000

Figure 4.5 Monthly income

INTERPRETATION

It could be interpreted that 44% of people earn their monthly income above 20000, Whereas 24% monthly income lies in below 5000, 22% earn in the category of 1000020000 and 10% of them earn between 5000-10000. 52

6. Number of family members

Response

Data

Percentage

2 2-4 4-6 Above 6 Total

2 26 18 4 50

4% 52% 36% 8% 100%

Table 4.6 Family members

4%

8%

36% 52%

22 to 44 to 6Above 6

Figure 4.6 Family members

INTERPRETATION It can be analysed that 36% of them have their number of family members between 4 to 6, 52% with 2 to 4 members in their family, whereas 8% with the family members above 6 and 8% have just 2 members in the family.

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7. The frequency of purchase for the Desi Ghee Response Always Often Sometimes Never Total

Data 11 16 11 12 50

Percentage 22% 32% 22% 24% 100%

Table 4.7 Desi ghee

22%

24%

22% 32%

AlwaysOftenSometimesNever

Figure 4.7 Desi ghee

INTERPRETATION From the following this could be interpreted that 32% of people often buy desi ghee, 24% of them never buy it, where as 22% people buy is always and same with sometimes that is 22%.

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8. The frequency of purchase for the Body Soap

Response Always Often Sometimes Never Total

Data 26 10 8 6 50

Percentage 52% 20% 16% 12% 100%

Table 4.8 Body soap

12%

16% 52%

20%

AlwaysOftenSometimesNever

Figure 4.8 Body soap

INTERPRETATION

From the following this could be interpreted that 52% of people always buy body soap, 12% of them never buy it, where as 20% people buy is often and 16% sometimes buy body soap. 55

9. The frequency of purchase for the honey

Response Always Often Sometimes Never Total

Data 14 15 15 6 50

Percentage 28% 30% 30% 12% 100%

Table 4.9 Honey

Figure 4.9 Honey 12% 28%

30%

30%

AlwaysOftenSometimesNever

INTERPRETATION

From the following this could be interpreted that 28% of people always buy honey, 12% of them never buy it, where as 30% people buy is often and 30% sometimes buy honey.

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10. The frequency of purchase for the tooth paste

Response Always Often Sometimes Never Total

Data 29 10 7 4 50

Percentage 58% 20% 14% 8% 100%

Table 4.10 Tooth paste

Figure 4.10 Tooth paste 8% 14%

58% 20%

AlwaysOftenSometimesNever

INTERPRETATION

From the following this could be interpreted that 58% of people always buy tooth paste, 8% of them never buy it, where as 20% people buy is often and 14% sometimes buy tooth paste. 57

11. The frequency of purchase for the tooth shampoo Response Always Often Sometimes Never Total

Data 23 15 10 2 50

Percentage 46% 30% 20% 4% 100%

Table 4.11 Shampoo

Figure 4.11 Shampoo 4% 20% 46%

30%

AlwaysOftenSometimesNever

INTERPRETATION From the following this could be interpreted that 48% of people always buy shampoo, 4% of them never buy it, where as 30% people buy is often and 20% sometimes buy shampoo.

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12. The frequency of purchase for the hair oil Response Always Often Sometimes Never Total

Data 20 19 6 5 50

Percentage 40% 38% 12% 10% 100%

Table 4.12 Hair oil

10% 12% 40%

38%

AlwaysOftenSometimesNever

Figure 4.12 Hair oil

INTERPRETATION

From the following this could be interpreted that 40% of people always buy hair oil, 10% of them never buy it, where as 38% people buy is often and 12% sometimes buy hair oil. 59

13. Do you use Ayurvedic/herbal products?

Response

Data

Percentage

Yes

50

100%

No

0

0%

Total

50

100%

Table 4.13 Herbal products

Figure 4.13 Herbal products: 0%

100%

Yesno

INTERPRETATION From the following data it is concluded that out of 50 people all of them use Ayurvedic or herbal products in one or the other way.

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14. Ayurvedic Product of which company do you use??

Response

Data

Percentage

Patanjali

26

52%

Dabur

14

28%

Himalaya

10

20%

Total

50

100%

Table 4.14 Company

20%

52%

28%

PatanjaliDaburhimalaya

Figure 4.14 Company

INTERPRETATION The data shows that 52% people use Patanjali products and 28% of them use Dabur where as 20% of them use Himalaya

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15. Do you use Patanjali Ayurved Products? Response

Data

Percentage

Yes

44

88%

No

6

12%

Total

50

100%

Table 4.15 Product usage

12%

88%

Yesno

Figure 4.15 Product usage

INTERPRETATION The following data shows that 88% of them have used Patanjali Ayurved products and 12% have never use Patanjali Ayurved products.

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16. Are you Satisfied with the products of Patanjali Ayurved?

Response Yes

Data 29

Percentage 58%

Sometimes No

18 3

36% 6%

Total

50

100%

Table 4.16 Satisfaction

3

18 58%

YesSometimesno

Figure 4.16 Satisfaction

INTERPRETATION This data shows the satisfaction of the costumer for Patanjali Ayurved where 58% are satisfied always, 36% are satisfied sometimes where as 6% are never satisfied

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17. What are the unique selling prepositions of Patanjali Ayurved?

Response Quality Quantity Price Location Other Total

Data 18 6 23 2 1 50

Percentage 46% 12% 36% 4% 2% 100%

Table 4.17 Unique selling preposition

4%

2% 36%

46%

12%

QualityQuantityPriceLocationOther

Figure 4.17 Unique selling preposition

INTERPRETATION The data shows the unique selling prepositions of Patanjali Ayurved where 46 % use 64

Patanjali for quality, 12% for quantity, 36% for price, 4% for location and 2% for other.

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18. Is Patanjali Ayurved easily available in your nearby?

Response Under 1 Km 1-2 Km 2-4 Km More Than 4 Km Total

Data 12 21 10 7 50

Percentage 24% 42% 20% 14% 100%

Table 4.18 Available

14%

24%

20%

42%

Under 1 km1-2 km2-4 kmMore than 4 km

Figure 4.18 Available

INTERPRETATION The data shows the availability of Patanjali Ayurved to the customer 24% of them have the store under 1 km, 42% of them have it 1-2 km, 20% of them have them 2-4 km away where as 14% have more than 4 km away.

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19. Do you think Patanjali Ayurved can be Triumphant over all its Competitors?

Response

Data

Percentage

Yes

20

40%

No

17

34%

Haven’t Thought About That

13

26%

Total

50

100%

Table 4.19 Competition

26% 40%

34%

YesNoHaven’t thought about that

Figure 4.19 Competition

INTERPRETATION This data shows that nearly 40% of the consumers believe that Patanjali Ayurved can be a triumphant over its competitors, 34% says No, where as 26% haven’t thought of that.

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20. Is Patanjali Ayurved products are better than other branded FMCG products?

Response

Data

Percentage

Yes

24

48%

No

12

24%

Haven’t Thought About That

14

28%

Total

50

100%

Table 4.20 Comparison

28%

48%

24%

YesNoHaven’t thought about that

Figure 4.20 Comparison

INTERPRETATION This data shows that nearly 48% of the consumers believe that Patanjali Ayurved are better than other FMCG products, 24% says No, where as 28% haven’t thought of that. 68

21. Would you like to Switch to other brand if you get some promotional schemes with that brand?

Response

Data

Percentage

Yes

32

64%

No

18

36%

Total

50

100%

Table 4.21 Switching over

36%

64%

YesNo

Figure 4.21 Switching over

INTERPRETATION

When asked if the consumers would switch to the other brand 64% of them said yes and 36% of them said no. 69

22. Give reason for the same.

Response Cost Quality Satisfaction Discounts More Benefits Total

Data 4 13 15 15 3 50

Percentage 8% 26% 30% 30% 6% 100%

Table 4.22 Reasons to switch over

6%

8%

30%

26%

30%

CostQualitySatisfactionDiscountsMore benefits

Figure 4.22 Reasons to switch over

INTERPRETATION

When asked if the consumers would switch to the other brand the reason to it were, cost with 8%, quality with 26%, satisfaction with 30%, discounts with 30% and finally 6% 70

with more benefits.

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23. Who influenced your preference for Patanjali Ayurved products? Response Family Friends Advertisement Self Total

Data 12 17 18 3 50

Percentage 24% 34% 36% 6% 100%

Table 4.23 Influenced

6% 24%

36%

34%

FamilyFriendsAdvertisementSelf

Figure 4.23 Influenced

INTERPRETATION

Data shows that 24% of them were influenced by their family, 34% friends, 36% advertisement and 6% were self-influenced.

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24. Does Advertisement play any role towards brand preference?

Response

Data

Percentage

Yes

42

84%

No

8

16%

Total

50

100%

Table 4.24 Role of advertisement

16%

84%

Yesno

Figures 4.24 Role of advertisement:

INTERPRETATION

This data shows the role of advertisement towards creating brand preference- 84% says yes where as 16% does not have any effect of advertisement.

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25. Have you purchased any Patanjali Ayurved product recently after coming across any advertisement? Reference

Data

Percentage

Yes

37

74%

No

13

26%

Total

50

100%

Table 4.25 Purchases

26%

74%

Yesno

Figure 4.25 Purchases

INTERPRETATION

This data shows that is the customers have purchased any Patanjali product after coming across any advertisement 74% says yes where as 26% says no.

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26. When did you last time purchased any Patanjali Ayurved product?

Response

Data

Percentage

Within Week

11

22%

1 Month

27

54%

1-4 Month

5

10%

Above 4 Month

7

14%

Total

50

100%

Table 4.26 Last purchases

14%

22%

10%

54%

Within week1 month1-4 monthAbove 4 month

Figure 4.26 Last purchases

INTERPRETATION

The data shows about the last time purchasing of any Patanjali Ayurved 22% says within a week, 54% 1 months, 10% 1-4 month where as 14% above 4 months.

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27. In what way advertisement influenced you?

Response Better Recall Positive Impression Interest No Impact Total

Data

Percentage

6 26 14 4 50

12% 52% 28% 8% 100%

Table 4.27 Advertisement influenced

8%

12%

28%

52%

Better RecallPositive ImpressionInterestNo Impact

Figure 4.27 Advertisement influenced INTERPRETATION

The data shows that in what way did the consumer got influenced by the advertisement, 12% says better recall, 25% says positive impression, 28% of them says interest where as 8% had no impact.

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CHAPTER – V RESEARCH FINDINGS LIMITATION CONCLUSION

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FINDINGS Through the data presentation and data interpretation in Chapter III. On the Basis of the Objectives taken for the study the research finding are as follows: 

According to the first objective, i.e., To study buying behaviour of customers towards Patanjali Ayurved in Varanasi region, it is found that almost 100% of hem use Ayurvedic products.



According to the second objective, i.e., 46% of the consumers prefers Patanjali Ayurved because of the quality of the products, 12% of the consumers prefer it because of the quantity, 36% of the consumer prefer it due to the price, 4% of them prefer it due to the location and rest 2% prefer it due to other factors.



64% of the consumers may switch to other brand and 34% will not switch to other brand and remain bran loyal to Patanjali Ayurved.



8% will switch due to the cost, 26% will change die to quality, 30% will change due to satisfaction, 30% of them will switch over Patanjali Ayurved due to discounts and 6% of them will switch due to other benefits.



52% of the consumers prefer Patanjali Ayurved, 28% of the consumers use dabur and 20% use Himalaya.



According to the survey- 88% of the consumers have used Patanjali Ayurved and 12% have not used Patanjali Ayurved product.



58% are satisfied with the Patanjali Ayurved products, where as 36% of the consumers are sometimes satisfied and 6% of the consumers are never satisfied with the products of Patanjali Ayurved.



The product availability for 24% is under 1 kilometre, whereas 42% is within 1-2 kilometre, 20% of them have the availability of the product within 2-4 kilometre and the rest 14% is more than 4 kilometre away.



40% of the consumers believe that Patanjali Ayurved can be triumphant over its competitors, whereas 34% haven’t thought about it and 26% believe that it is not a threat over its competitors.



48% of the consumer believe that the FMCG products of Patanjali Ayurved are better than other company’s product, 24% haven’t thought of that and 28% don’t think that Patanjali Ayurved is better than other company’s product.

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

24% of the consumers are influenced by their family, 34% of them were influenced by friends, 36% of them were influenced by advertisement and rest 6% were influenced by themselves.



84% of them believe that advertisement play role in brand preference and 16% believe that brand does not play any role for brand preference.



74% have purchased Patanjali Ayurved by coming across the advertisement and 26% of them haven’t purchased the products by coming across the advertisement.



22% of the consumers have purchased Patanjali products within a week, 54% of them have purchased in a month 10% of them have purchased it in the time of 1-4 month and 14% have last time purchased the product of Patanjali Ayurved 4 months back.



12% of the consumers got influenced through advertisement for better recall, 52% of them have It for positive influence, 28% have interest and 8% had no interest.

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LIMITATION The following are the limitation with this report. • A minimal sample size has been used for this research; if a larger sample was taken into consideration the research would have been more accurate. • The responses received are quite objective in nature. • Low rate of return of the duly filled questionnaires due to the biasness of the respondents. • The results of the study may not be generalized because researcher followed convenient sampling method. •

Moreover, the study includes students with zero income which may not give conclusive results as income affects the buying capacity too.

•

Also, Researcher could not gather much data from age group of 55 and above.

• The bias cannot be excluded since the researcher only reached out to accessible area to distribute and gather information. Time and resource constraint are other limitations too.

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CONCLUSION From the above Research and data interpretation it is found that the different factors influencing the buying behavior of consumers towards Patanjali Ayurved in Varanasi. Most of the people prefer herbal products of Patanjali Ayurved are satisfied from the products, they are buying the product due to its price, quality and quantity. They may switch over to other products if provided with good quality, quantity, discounts and some of the consumers will be loyal to the product. Overall Patanjali Ayurved is doing good in the market and have a positive impression in the minds of consumer.

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.

BIBLIOGRAPHY 

Ali, M. A. (: Md. Abbas Ali.



Choudhary, P. (2010). Fmcg. bangalore: Prince Choudhary.



Joseph, A. a. (2014). A Study on Consumer Behaviour towards FMCG Products among the Rural-Suburban HHs of Ernakulam. Coimbatore: Anilkumar N.okila, M. R. (2015). A study on consumer awareness,attitude and preference towards herbal cosmetic. Tamilnadu: M.Banu Rekha and K.Gokila .



kanika6759. (2009). Consumer Behaviour towards packaging of FMCG products. kanika6759. kumar, v. (2014). Marketing through Spirituality: A Case of Patanjali



Yogpeeth. Roorkee: vinod kumar.



Laturkar, V. N. (n.d.). Consumer Behaviour Towards Over-the-Counter. Global Vision Publishing House.



Neha Tyagi & Sagar Malviya. (2016). Patanjali Ayurved injects new life into herbal market, helps rivals sell more personal care products . The Economic Times.



Yadav, M. I. (2015). A STUDY OF CONSUMER PERCEPTION OF. bhopal: Md. Irshad Ali and Manmohan Yadav.

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APPENDICES TOPIC: Consumer Buying behavior towards Patanjali Ayurved in Varanasi Region.

I. II. III. IV. I. II. I. II. I. II. III. IV. I.

I. II. III. IV.

1. Personal Details a) Name b) Location c) Age Below 20 21-30 years 31-40 years Above 40 d) Gender Male Female e) Marital Status Married Unmarried f) Occupational Status Student House Wife Employed Business g) Monthly Income Up to 5000 II. 5000-10000 III. 10000-20000 IV. Above 20000 h) Number of members in family 2 2-4 4-6 Above 6

2. Do you use Ayurvedic/Herbal Products I. Yes II. No If yes Proceed Further, if no please give reason to it. -

3. Ayurvedic Product of which company do you use?? I. Patanjali II. Dabur III. Himalaya 81

4. Mention the frequency of purchase for the following products. Particulars Always Often Sometimes

Never

Desi Ghee Body Soap Honey Tooth paste Shampoo Hair Oil 5. Do you use Patanjali Ayurved Products III. Yes IV. No If yes Proceed Further, if no please specify reason to it. -

6. Are you Satisfied with the products of Patanjali Ayurved? I. Yes II. Some times III. No 7. What are the unique selling prepositions of Patanjali Ayurved? I. Quality II. Quantity III. Price IV. Location V. Other 8. Is Patanjali Ayurved easily available in your nearby? I. Under 1 KM II. 1-2 KM III. 2-4 KM IV. More than 4 km 9. Do you think Patanjali Ayurved can be Triumphant over all its Competitors? I. Yes II. No III. Haven’t thought about that 10. Is Patanjali Ayurved products are better than other branded FMCG products? I. Yes II. No 82

III.

Haven’t thought about that

83

11. Would you like to Switch to other brand if you get some promotional schemes with that brand? I. Yes II. No III. 12. Give reason for the same. I. Cost II. Quality III. Satisfaction IV. Discounts V. More benefit 13. Who influenced your preference for Patanjali Ayurved products? I. Family II. Friends III. Advertisement IV. Self 14. Does Advertisement play any role towards brand preference? I. Yes II. No 15. Have you purchased any Patanjali Ayurved product recently after coming across any advertisement? I. Yes II. No 16. When did you last time purchased any Patanjali Ayurved product? I. Within a week II. 1 month III. 1-4 month IV. Above 4 month 17. In what way advertisement influenced you? I. Better recall II. Positive impression III. Interest IV. No impact 18. State your suggestion if any.

84