10/15/2016

Patanjali Exposed: Excellent Inspirational Success Story


Aren't we the same people who shied away from using neem sticks as toothbrush and salt as toothpaste because it was considered "Barbaric" by the western civilization. Look what we are running behind now - Little Namak & Neem in our glorified toothpaste and fashionable zigzag cutting in our pristine toothbrush. Excellent markets aren’t we?


An Upfront Word - This article is not to pass any verdict on Patanjali products. I'm neither here to advertise that they are extremely good nor abuse that they are exceptionally bad.

Patanjali - Brand

The game of branding and marketing had long been played by the FMCG brands. Now lessons are well learnt and consumer recognition through Brand strategy has become Patanjali's primary win feature. The basic consumer mentality to try other products of the familiar brand, once used and found satisfactory has helped a lot. Conveniently, all Patanjali stuffs are reasonably priced.

What are Patanjali products?

Nothing new, only the replicas of successful products of reputed FMCG. For people, who have already gotten used to the existing products, Patanjali simply offers a “no harmful chemicals & all swadeshi alternative”.

How is Patanjali?

  1. Product Quality (at least a promise of it)
  2. Reasonable Pricing (20-30% cheaper than their counterparts)
  3. Aggressive Distribution (probably the first Indian company giving the established players a run for their money)

Who would you believe - Nestlé or Baba?

Naturally believe a saffron tunic anytime, is what we do. Moreover the high connect between the endorser (a yoga guru) and the brand features (herbal & organic), just worked the wonder here.
“Pick our product - it is the same product with no harmful chemicals.”

Baba Ramdev - Best Businessman

Are Patanjali products completely devoid of carcinogenic ingredients?

They aren't. Consider a bottle of Keshkanti, the Patanjali hair cleanser. The ingredient list has Diazolidinyl Urea, a Formaldehyde releasing chemical, known to be a potential carcinogen.

Is it possible to make all consumer products 100% naturally?

Well, no! It is impossible to make simple toothpaste without 50% abrasive agent like Calcium Carbonate. The remaining active ingredients could be either natural or chemical.

“By buying our products, you are ensuring the money you spend stays in India” - Truly?

Economic Times reports that Acharya Balkrishna, Baba Ramdev’s close associate, holds nearly 97% shares in this unlisted private company and is now featured in Forbes list of richest Indians. Doesn't this mean we are concentrating wealth in one Indian rather than the whole of India?

Are the companies in the FMCG space left free?

No.
Case 1 - Companies are listed as Indian companies which have their Indian shareholder public.
Case 2 - A minimum of 2% of profits CSR activities, “Royalty” fee to the parent company that could range from 3% to 25% of the total turnover and the tax amount paid for conducting business in India together constitute a huge amount from the FMCG brands.

Do you believe that Patanjali's exponential growth happened in a fortnight?

False! 20+ years of relentless days of yoga camps, spiritual lectures and Ayurveda treatments by Baba Ramdev, has finally paid off. Patanjali’s exponential success can be equally attributed to his preaching about the evil effects of using fast food with chemicals and toxins. Whether FMCG brands failed to read Indians’ increasing concern for the presence of harmful chemicals in consumer products; or simply chose to ignore it, we don't know. Well, Baba cleanly nailed it.

Do you know what Baba’s biggest Success is?

Effective use of the word "Swadeshi". Though it is more about brand building and less about being Swadeshi, it has brought out the Indian-ness in every Indian here. But when a question like how can jeans, something which represents the western influence on our Indian youth, be now called a 'Swadeshi' product is asked, our reply to this question is, "The ball is now in your court Baba, please handle it".