Ayushi Mona (24) Siddharth Samant (65)

Bhavya Singh Bishnoi (27) Tarun Shrivastav (82)

Raunak Haldipur (33) Srinath V (85)
Rohan Desai (62) Vasundhara Yadav (87)
About Patanjali. • Values & personality -
Nationalist, No-frills, Herbal,
Credibility, Authenticity
• Reason - to - believe- Time -
• The Patanjali Ayurved Limited
tested Ayurvedic techniques
is the fastest growing Indian
• Functional Benefit -
FMCG company valued at ₹30
Comparatively cheaper,
billion
accessibility, effective product
quality
• The company manufactures
• Emotional Benefit - Inspires
444 products including 45
trust, cognizance with Indian
types of cosmetic products
identity, connection to Indian roots
and 30 types of food
• Gene - Natural ayurvedic products
products under its brand
that inspire trust
name
• Discriminator - Brand
ambassador (Baba Ramdev)
• The brand focus is solely on
• Key Insight -
promoting usage of products
Patriotism/Nationalism Sells
manufactured within the
• Competition - HUL, P&G, Nestle,
country and highlight the
Dabur, Colgate Palmolive, Marico
brands purity in terms of
• Target Group - Middle class
product components and quality
households, families,
• Reach out to non-yoga nationalists section of the society as
well as "Brand Savvy" younger generation of the country.

• Capitalise on the opportunity of Swadeshi brands

(Make in India initiative) which Indian consumers
were looking for a long time to reduce dependence on
foreign brands.

• Maintain the speed of success by launching need based

products by “Disruptive Innovation” so as to attract
younger generation to their products.

• Launch new products targeting younger

generation and giving alternates to their existing
favourite brands at low price and superior quality.

• Create strong consumer loyalty by not just having

customers buy their products, but to bank on them
becoming brand ambassadors to their products

• To bridge the gap between intention to buy and the actual

buying process by being omnipresent
• Brand Vision: To achieve absolute market
capitalization of Indian Brands and to venture
into all segments that are currently
dominated by any foreign brand.

• Brand Mission: To create a patriotic recall

in the minds of consumers every time they
consume a Patanjali product and to develop
products under the brand across various
sectors.

• Brand Strategy: Instilling the feelings of

Nationalism and Genuity of products.

• Brand tactics: Simple packaging and

leverages the image of Brand ambassador to
promote its products.
Our Market: Our target Pricing: Internal and
group: External
Indian Fast Moving 15 % - 30% cheaper
Consumer Goods, than comparable
promotion
Lower Middle and
Products that meet Middle class Indian products due to low
Limited spending on
everyday household consumers across Tier overheads &
mass media and reliance
needs pegged at $74 I, II and III towns. penetrative pricing,
on Word of Mouth
billion. Emerging consumer High variable price in
Publicity and PR via
class some categories
Baba Ramdev’s image

Our Category: Brand Channel Competition: Market

distribution: perception:
Spices, Pulses, All MNCs and SME
Chyavanprash, Patanjali franchise players (HUL, A unique Brand
Toothpaste, Shampoo, stores, general P&G,Dabur, Nestle, Ambassadors. The
Toothbrush, Instant trade,feet - on -stores, Marico etc). perception is of natural,
noodles, tea, jam, corn modern trade, online Patanjali is growing at Ayurvedic, cheap
flakes and also channels, Patanjali an unprecedented products for Indian
personal care products Chikitsalya store household needs.
Inner Core-Line Extension:
Ayurvedic Juices, Chyawanprash

Outer Core:
Spontaneous Association:
Ayurvedic personal and household goods.

Extension Zone: Latent Potential

Restaurants, Cafes, apparel, Cosmetics,
Consumer durables, Footwear, Bags.

No Go area: Threat to brand

Cigarettes, Contraceptives.
Extension 1.

• According to the study, India's organic

food market has potential to grow more
than 25 per cent annually to touch
$1.36 billion by 2020.

• It is important to create awareness of

these products with proposed
government incentives which will be
provided. Extension Launches.

• The Indian fitness industry is • Curated organic menu for

undergoing a revolution of sorts spiked
by the increasing incidences of obesity
and diabetes.
• Yoga is the most valuable Indian
inheritance and today’s essential.
• Patanjali will be tapping into this blend
of organic Yoga cafes to promote subtle
combination of fitness and dietary
wisdom.
health conscious TG.
• Weekly Yoga sessions.
• Potential property for
conducting fitness and
food talks in the space.
• Shelf space for other
Patanjali products.
• Yoga retreats,
Extension 2.

Market Size and the Environment

• During 2015-16, the sale of khadi products shot to Rs 1,510 crore, up 29

per cent from Rs 1,170 crore during 2014-15. In 2014-15, the growth
was a mere 8.6 per cent.
• KVIC(Khadi and Village Industries Commission) eyes 35 per cent sales
growth in the current fiscal. It has set an ambitious target of Rs 5,000
crore by 2018. A buoyant KVIC is now in talks with e-commerce •
players for promoting online sales.
• Khadi is the proud legacy of our National freedom movement and the
•
Father of the Nation. •
• One of the most significant aspects of Khadi Village Industries in •
Indian economy is that it creates employment at a very low per capita
investment
• The current government seems to be very supportive of this initiative
for i.e KVIC hit a big growth trajectory after Modi became Prime
Minister and started promoting khadi at various platforms including •
his radio broadcast Mann Ki Baat.
• The above points go very well with the nationalistic image of the Brand
•
• Since Khadi is strongly associated with villages, Patanjali’s foray into •
khadi will improve their already strong image in the rural markets •
 Extension 3.

• Currently present in the mass personal

care segment in the form of lotions,
creams, gels, shampoos, cleanser and
face washes.

• Opportunity size of $60 billion with Affinity for natural products

expected growth of 15 - 20%. Patanjali is
only present in this market by way of 2
products: Kohl & Vermillion
Increasing disposable income

Extension Launches.

• Fragrance (borrowing from traditional

Indian ittar) Growing Market
• Eye Care (Almond Oil based mascaras
and liners)
• Lip Care (Organic Lip balm, lipsticks
made from natural colours with ayurvedic
Rising ‘Vanity’ needs
properties)
• Facial make up (Blushes, eyeshadows,
foundations made from natural materials)
 Existing New
Products Products

Existing Market Product

Markets Penetration Development
•Cosmetics

New Market Diversification

Markets Development •Yoga Café
•Apparel
• Yoga Cafe- This is a complete diversification from the
conventional brand repertoire of Patanjali, therefore
Patanjali will have to execute this venture keeping in
mind the target audience to be of SEC A individuals who
are extremely health conscious and who try be in tune
with nature

• Khadi/Organic Cotton: This is a product development

into the same target market for Patanjali. Here they will
target the same TG who currently uses their other
products and therefore have a clarity as to what Patanjali
offers and trust the brand.

• Cosmetics: Since Patanjali already has similar products

out in the market related to skincare, therefore this
extension will completely piggyback on this existing
product line’s image and establish itself.