COMPETITOR ANALYSIS

Sustainable Competitive Advantage

Company Value Rare Costly to Non Profit

Imitate Substitutable Outcomes

Quality Direct sourcing Trade margins Unique Above Average

products at low from farmers and price Ayurved/ Yoga
cost Association
Huge range of Strongest Scale and Brand Legacy/ Above Average
products distribution global expertise Top of mind
chain recall
Strong product Presence Production and - Above Average
portfolio across entire research
dental needs capabilities
Innovative Good - - Average
products distribution
network
 COMPETITOR ANALYSIS
Sustainable Competitive Advantage

Company Value Rare Costly to Non Profit

Imitate Substitutable Outcomes

Quality Direct sourcing Trade margins Unique Above Average

products at low from farmers and price Ayurved/ Yoga
cost Association
Strong product Good Strong brands - Above Average
portfolio distribution and global
network exposure
Ayurveda - - Brand Legacy Average
backed with
science
Completely - - - Below Average
Ayurvedic
products
 COMPETITOR ANALYSIS

Patanjali is leading over its competitors because of the following reasons:

Innovation – Patanjali being a major competitor, FMCG companies are expected to introduce innovative
Herbal and Ayurvedic products over the forecast period.

Pricing – Patanjali sells its product at a lower price to meet consumer demands. Patanjali is able to sell its
best quality product at a price which is 10% to 30% less than its competitors who spend 12% to 18% on
advertising and promotion.

Brand Marketing – Patanjali has given a tough competition to some of the FMCG majors in the area of hair
care, oral care and OTC products across its brand portfolio through impressive brand marketing by Baba
Ramdev.

Revenue Market Share – According to IIFL, Patanjali could attain a net turnover of Rs 20,000 crore by FY20.
 COMPETITOR ANALYSIS
PATANJALI COMPETITORS

Exclusive retail outlets Supermarkets

Mom and pop stores

Mom and pop stores Supermarkets