Couple and on the verge of losing it all,

Couple
of years back, no one would have been able to predict that Baba Ramdev’s
Patanjali Ayurved Limited would become the fastest growing FMCG empire in India.
It was not even close to the competition
analysis powerpoints of the big players like HUL and
Dabur.

You find
businessmen, you find entrepreneurs but then you see people who leave you
thinking with awe and admiration, “What just happened!”.

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Today,
Patanjali is shunning away everything in its path and firstly and most
importantly too, you have got to praise the distribution chain of PUL. From
local stores(even in rural interior areas) to Amazon, where wouldn’t you find
Patanjali? Name me any village, any city in India where you cannot find these
products? The distribution chain is probably the first that is rivalling even
the Cola majors. From the quality of the products to its pricing everything
about PUL relates to “consumer friendly”.

Ever heard of the saying “Opportunity knocks at your
door just once, and be sure to grab it with both hands”? This means we should
always be ready enough to take advantage of sudden opportunities, and who
better to teach us but Baba himself. Add this to your marketing arsenal- Patanjali
Noodles rose to fame while Maggi was
away from the market. The king of Noodles scandalized and on the verge of
losing it all, was overthrown from the market and prompted Baba Ramdev to
launch his own noodles.

As I talked about pricing and quality, did you know
products like Dabur Honey and Colgate, PUL has managed to subdue these products
in quite a diligent way as Patanjali Ayurved is benefiting the people with
the option to buy quality honey at around 30% lesser price than Dabur. Also for
Colgate,
Patanjali Ayurved is preaching how Colgate cheated people in early days and how
ayurveda is the perfect way to treat your gums and your teeth with the
launching of “Dantkaanti” which is one of the most popular products of his
chain. See, now one of Ramdev’s tricks lies here.

For the
last decade, Baba Ramdev did not waste time on proclaiming that his brand
was the best. Instead, he told us about the demerits of MNCs and the already
established firms, the incessant branding for “Made in India” which slightly made
people incline towards the virtues of products made in India, the corruption of
corporates, the exploitation of farmers, the Slogan “Prakriti ka Ashirwad” which
automatically instincts in people the use of natural ingredients and Ayurved, and
just about everything that surrounded his own products. He just paved for us
the reasons and left us on our own to contemplate his products.

And
behind all of this, lies the meticulous efforts of one man in creating his own
brand. And his expertise in what we today call content marketing. You see, when
someone forces you to try out a product, let me go into this in detail. For
example how in the malls when people force you to try out perfumes and
cosmetics and try and lure you to their stalls, how many do you think actually
goes and buys their products? As soon as you go out of the metro station, how
auto drivers surround you and try and force you to be a passenger in their
vehicle, and how many times do you actually go and sit in the vehicles they
tell you to sit or do you listen to your own and prefer the one who is silently
waiting by their rickshaw? Did you see? Consumers might have a bias towards
rejecting your product and term it as ‘overselling’ if one keeps on yelling
“Our product is the best”.

For PUL,
no-one pushed anything, only a decorum was created where you wanted to see if
the alternative to above evils was usable. Indians usually are influenced by
the fear of diseases or that “Indians are patriotic” notion. But here Patanjali
helped shun the evil foreign firms and keep the revenue generated within India
rather than guiding the profits going out to the US. It is under no doubt that
the FMCG industry is one of the most emerging industries which has seen dramatic
growth and expansion in the last decade. As per the Indian Brand Equity Foundation,
it is the fourth largest sector in the Indian Economy.

We
Indians hardly get any alternatives to foreign brands in the FMCG sector but
now we do have local products. Don’t we see Patanjali Ad campaigns focusing on “revenue of Patanjali is for Charity and not
for Brand Owners”? Whatever the reason may be, we already had a positive
environment to try the Patanjali products.

But
having willing customers ain’t enough. You got to deliver with your products
too. So did PUL do that? We all know the toothpaste was as good as any other in
the market, as were the oils, as were the extracts, and as was everything else.
The products fit into majority of the lifestyles for the Indians. As we all pretty
much aware that, to truly and entirely know your content, you should know your
consumers. The R team for PUL knew their consumers specific profile base
and the content needed to revolve around that. In depth understanding of
customers need primarily forms the basis for creation of products that could
bring about high degree of acceptance among the consumers. The demographic
fabric of India being highly complicated in nature, preferences for attributes
in the consumer goods is highly contrasting depending upon the different strata
to which a customer belongs to. Product innovation plays a key role in
differentiating the same product that is being offered by various firms thereby
giving an edge to those firms who would continuously strive to innovate their
product offerings by keeping the consumers preference as a matter of utmost priority.

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