Learning Sanskrit, Yoga and scriptures, he established Divya Yog Mandir Trust at Haridwar, Uttarakhand He left his home in childhood to study Sanskrit and scriptures. The key person behind the growth of PAL was Baba Ramdev. Patanjali Ayurved Limited and Baba Ramdev Products) under the banner of ‘Bharat Swabhiman’. He promoted Swadeshi products (domestic homemade Highlighted adulteration in various food items. Baba Ramdev strongly advocated giving up junk food and The growing health consciousness and its pioneering effort of promulgating Yoga at the mass level, itīecame an instant hit among the masses.
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The registration for these programmes was open to all.
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Started with free public Yoga programmes. The company had its fair share of roller coaster ride. Source: Develpoed by the authors based on data from PAL’s revenue in FY 2016–2017 wasįigure 1. India Limited, 2018) in fiscal year (FY) 2016–2017, respectively. Like Godrej Consumer Products Limited (GCPL) with 119 years of legacy and Dabur India Limited withġ33 years of legacy had revenue of US$740 million (Moneycontrol, 2018) and US$1.2 billion (Dabur (clarified butter), hair oil, honey and ayurvedic medicines picked up fast. The sales in categories such as toothpaste, ghee Had been successful in attracting new customers. PAL even without any film or cricket celebrity endorsement Nestle, ITC, GCPL and Dabur India Limited. Popularity of PAL brands was giving a tough time to companies such as HUL, P&G, Colgate–Palmolive, PAL was present in almost all fast-moving consumer goods (FMCG) product lines (see Table 1). Its herbal portfolio across many more products such as dairy, health food drinks and baby care products Majorly focussed on herbal consumer items and wellness category products. It had more than 28 factories with more than 20,000 franchisees spread across India. PAL sold over 800 products in more than 25 categories With the name ‘Patanjali Ayurved Limited’. In the same year, it registered as a private limited company in India also, Formally, it registered itself as Patanjali Ayurveda Kendra Private Limited in Nepal in 2006 PAL started as a small pharmacy in Haridwar, a small town in the state of Uttarakhand, India, in the yearġ997. Neeraj Pandey, National Institute of Industrial Engineering (NITIE), Vihar Lake, Mumbai, Maharashtra 400087, India.Į-mails: Asian Journal of Business and Management Cases National Institute of Industrial Engineering (NITIE), Vihar Lake, Mumbai, India. Policy or position of South Asian Journal of Business & Management Cases. The v iews and opinions expressed in this case are those of the author(s) and do not necessarily reflect the official Of an administrative situation, or to represent successful or unsuccessful managerial decision-making, or endorse the views of the Baba Ramdev was alsoĬoncerned about sustaining trust among the consumers for its various herbal product offerings.ĭisclaimer: This case is written for classroom discussion and is not intended to illustrate either effective or ineffective handling
India Limited were launching new herbal products to counter PAL products. Procter & Gamble (P&G), Colgate–Palmolive, Godrej Consumer Products Limited (GCPL) and Dabur The competitors such as Hindustan Unilever Limited (HUL), It is now lookingįorward to the next phase of expansion. Patanjali Ayurved Limited (PAL), led by Baba Ramdev and its chief executive officer (CEO) Acharyaīalakrishna, had established high brand value for its products in the Indian market. Various options for keeping the present trust intact.ĭigital marketing, herbal products, pricing, trust, value creation Knew that consumer ‘trust’ in the brand building of herbal products was crucial. However, the competitors were launching various herbal product ranges to counter PAL.
Years was an indicator of preference of herbal products by the consumers (Malviya & Bhushan, 2018). The CAGR (compound annual growth rate) of 100 per cent since the last 4 PAL had created high visibility and awareness about its brands among consumers using the herbalĪnd wellness positioning. Largest Fast-moving consumer goods (FMCG) organization in the world by 2025 (ET Bureau, 2018). On 9 October 2018, Baba Ramdev announced that Patanjali Ayurved Limited (PAL) would become the © 2019 Birla Institute of Management Technology
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