BRAND AUDIT OF

PATANJALI AYURVED
LIMITED

By
Kavya

Patanjali Ayurved limited:-

Patanjali Ayurved Limited is an Indian Brand started by Yoga Guru Baba

Ramdev and Acharya Bal Krishnan. It has huge product offerings mostly in
FMCG category ranging from Biscuits to grocery items. It has even forayed
into Ayurvedic medicines, Baby care products. Recently Baba Ramdev even
announced that Patanjali will produce Swadeshi Jeans.

Branding

In the recent past Patanjali Ayurved has done a phenomenal job

of penetrating into FMCG market which was controlled by few
major players. Patanjali has disrupted the FMCG space
by projecting their product as a natural, herbal and
ayurvedic product. Baba Ramdev is one of the few
popular yogi in India. To just give the flavor of his
popularity, Baba Ramdev has 7,337,305 followers in
Facebook and as on date. Baba Ramdev leveraged his
yogic identity to spread the message of purity and
naturalness of the Patanjali products. Patanjali has
exploited a niche market which brought a divine
connect with the masses. They have played the perception game effectively.
Message of Patanjali
The concept for forming this Company was to link the rising destiny of
millions of rural masses on the one hand and many more suffering and
leading unhealthy urban lifestyle on the other. The Vision of the Respected
Swami Ramdevji Maharaj, the renowned YOGA GURU and Sri Acharya
Balkrishnaji, made the concept into writing through formation of the
Company (PATANJALI AYURVED LIMITED).
The above is the message delivered by the company in their website. It
is rather clear that the company is targeting rural masses and urban
population who are leading an unhealthy lifestyle. The growing trend of
staying fit and going herbal boost Patanjalis penetration into the market.

Patanjali single brand strategy

Single brand strategy is the one in which the company markets all its
products under a single brand. For example, Virgin has a diverse offering to
the people right from books to aviation under a single brand virgin. Even
Apple, Google also does the same branding strategy. Patanjali is no different
from them. Unlike other competitors such as Dabur, HUL, P&G, who sell their
products under different brands, Patanjali offers all its products right from
noodles to shampoo under a single brand.
The advantage of this strategy is that every product becomes a
promotion or branding for every other product. i.e. if a person uses Patanjali
soap and if it is good they will be mentally pushed to a situation where they

will be open to try out other products of the same brand as well.
strategy will actually reduce the marketing spending.

This

REFERENCES:1. http://patanjaliayurved.net/
2. https://www.google.co.in/search?
q=patanjali+noodles+vs+maggi+noodles&source=lnms&tbm=isch&s
a=X&ved=0ahUKEwiMYSx2dvPAhVMpY8KHe4YBnAQ_AUICSgC&biw=1
366&bih=613#tbm=isch&q=maggie+500g+ketchup&imgrc=cgJkh6Q
kfATPpM%3A
3. http://www.vccircle.com/news/fmcg/2016/02/20/decoding-patanjali
%E2%80%99s-popularity
4. https://officechai.com/stories/how-patanjali-uses-modern-brandstrategy-to-grow-past-competitors/
5. http://www.ycginvestments.com/thoughts/111-the-characteristics-ofthe-best-businesses-in-world-and-colgate-as-a-case-study
6. https://mpk732t12016clusterb.wordpress.com/2016/04/23/how-pgdevelop-its-brand-equity/
7. http://marketingdawn.com/brand-equity-of-uniliver/
8. http://marketingdawn.com/brand-equity-of-nestle/