PATANJALI

WHOLE WHEAT
ATTA

GROUP PRESENTERS – 1916001-1916006

RAJAT, ANUJA, KUMAR, RAMYA, ADITYA AND SAAHIL
CONSUMER
SURVEY
RESPONSES
CONSUMER PERSONA :
“ATTA IS EMOTIONAL SUBJECT WITH INDIANS”

Age 20-30 30-45 45+

Gender M F M F F
Workin
Profession g Working Working Working Housewife
Up to
Income (LPA) 40 25 10 36 -
Shops Local Local Anywher Retail
Groceries Online Shops Shops e Shops
Decision Driver
Groceries Yes Yes Yes No Yes
CONSUME
•Indian Staple : Normal Indian household meal
R NEEDS : consists of a seasonal vegetable, dal or pulses, green
salad/fruit and chappatis. People usually eat different
types of vegetables, fruits, pulses every day,
however the chappatis that they eat remains same.

•Food Quality : In modern world, healthy lifestyle

not only constitutes balanced diet, regular exercise,
lower fat content but also the quality of food they’re
consuming.

•Middle Solution : There should be a wheat flour

supplier, that can supply premium quality wheat
flour, hygienically processed and packed
WHY PACKAGED WHEAT FLOUR??

• Clumsy and time consuming process - growing numbers of working

women and their inclination towards the convenient food products

• Flour mills might supply sub-standard quality of wheat at high prices

• Local Chakki Atta’s miss fiber contents and hygiene factors may be
compromised
WHAT PACKAGED WHEAT FLOUR
OFFER ??
• Readily available

• Hussle free and Hygienic

• Big Brands offering premium quality wheat flour

• Lot of variants as per tastes

• Assumed to have high Fibers and nutrient contents

 PACKAGED WHEAT FLOUR INDUSTRY
IN INDIA

DOMINATED BY LOCAL 500 REGIONAL URBAN CONSUMERS CAGR OF 19% FROM

CHAKKI MILLS, BRANDS IN INDIA BELONGING TO SEC A LAST FIVE YEARS
PRESENCE CAN BE & CLASS DOMINATE
FELT THE CONSUMPTION
UNDERSTANDING
CONSUMER CHOICES &
CHOICE MAKING FACTORS

1.Purity, and no
adulterations
2.Taste and Texture
3.Added Nutrients
4.Price
5.Variants (multi grains,
etc.)
LETS SEE HOW
PATANJALI
ADDRESSED
THESE
CONSUMER
NEEDS :-
 PANTAJALI ATTA
• Category : Packaged Food
• Customer Perception : Natural Products, Pocket Friendly, Healthier and
Safer
• Sales per year approx. : Rs 400 crore
• Variants : Traditional Whole Wheat (with Bran), Whole Wheat, Missi Atta,
Navratan Atta and Diabetic Care Atta
 VALUE PROPOSITIONS

• Back To Basics : Herbal and Natural Product, 100% Healthy

Choice

• Product Efficacy : Delivered value to the consumers with

minimum advertising cost

• Reputation and Trust : Patanjali and Baba Ramdev

 PRODUCT STRATEGY

• Packaging is simple, easy to handle

• Distribution via exclusive 4700+ Patanjali stores, big retail

chains like Big Bazar, Reliance Fresh and E-commerce
websites

• Product quality is consistent and able to meet the

expectation of target audience
 • Need for Healthy Lifestyle
• Used Outsourcing with • Trend of using organic products
using Patanjali tag while • Ramdev Baba Yoga sessions reached
packaging
CONTEXT
masses and trust
• Built strong distribution • Swadeshi Sentiments
channels
 Arogya Kendras
 Chikitsalayas • 15% of the
 Franchises
consumers use
 Deals with retail
COLLABORA- CUSTOME Packaged Wheat
chains like Big TION R Flour
Bazar, etc. 5 C’s of
• Urban consumers
 Kirana stores Marketin • Working couples,
g young single living,
Framework nuclear families
• Prominent FMCG • Health-conscious
players – consumers
• Ashirwad
• Shakti Bhog • Strong Brand Name
• Pillsbury • Excellent marketing
COMPETITION COMPANY Strategies
• Nature Fresh
• Nonbranded Local • Ayurveda growing
Mills
 SWOT ANALYSIS – Patanjali Atta
S-STRENGTH
1. Strong Brand name of Baba Ramdev
2. Excellent Marketing Strategy for
Healthier ATTA
3. Swadeshi Sentiments
O-OPPORTUNITIES
1. Tap overseas markets as Ayurveda is
increasingly getting awareness, and
flour remains in demand
2. Expansion towards local chakki mills
and Unbranded roller mills
3. Maximum Marketing Share
W- WEAKNESS
1. Launched too many variety of
products in a short time
2. Color/Taste might not be soothing
3. Rural Distribution
T-THREATS
1. Controversies
2. Political Interference
3. Prominent FMCG players coming up
with their own variants of ayurvedic
products
 SEGMENTATION-TARGETING-POSITIONING
Segmentation
Geographic - huge hit in the
North Indian market
- Packaging either Hindi/English
Behavioral - Health Conscious
- Preference for pure
unadulterated natural products
Demographic - Working
individuals
Psychographic - Aarogyam
followers
Targeting Positioning
 Targeted FMCG market Declared as friend of
farmer
 Healthy & Natural
products seeking  Idea of indigenous
consumers (Swadeshi) to the
company’s products
 Serving the whole
population with their  Highlights the pricing
offering difference with competitors
 Extremely involved in
Mostly the elderly of charity and nation building
the house are the
influencers and Package of wellness
decision makers
 Patanjali has made sure to
Awareness market ATTA and reach its
consumers

Interest NO MAIDA, Tapped Health

Conscious buyers, Packaged
Wheat Flour

Consideration Buyers try to compare the

other available packaged
flour options

Evaluation Based on the contents Wheat Flour,

nutrients and no Maida options,
P Soft Rotis
ur
ch
as
e
 4 P’s of Marketing
Promotio
Product Price Place
n
Competitively Kirana stores Television
priced Super markets advertising on
Patanjali – 370 Patanjali
Basic Atta Hyper markets
Nature Fresh Baba Ramdev
FMCG Patanjali himself as brand
Sampoorna Atta – speciality stores
Ayurvedic Atta 350 ambassador
Online Atta as a
Organic product Aashirvaad marketplace ayurvedic and
Superior– 374
Organic stores organic brand
Pillsbury Chakki
Fresh Atta – 360 Available across “Information
all the segments based
advertising”
 Consumer Decision Making Process
Evaluation
Problem Post
Informatio of Purchase
Recognitio Purchase
n Search Alternative Decision
n Behavior
s

• Functional • Social Values • Compare with • Set minimum  Happy

Values other Attas cut off Level Pocket
• Discuss with available  No Maida
• Need Friends/Family • Check for • Finally Settle  Indian Brand
healthy Atta on available Prices of downs with
option options Organic Attas Patanjali Atta EXPERIENTIA
• Confirm- L VALUE
• Maida is not • Got across TV Economic
good for ads for Value
health Patanjali Atta ingredients
(no Maida)
CONCLUSION
• Urban consumers tend to prefer packaged Atta, and
Patanjali still has a lot of opportunity to leverage
that, as we came across a lot of consumers who
haven’t tried Patanjali.

• Trust plays important factor in choosing Atta brand,

and Patanjali as a brand might have a significant
impact, but Patanjali Atta is yet to capture that
position in market.

• Taste and softness of dish is main consideration, next

being word of mouth, for choosing packaged wheat
flour.

• Nutrient content is becoming one of the key aspects,

and Food Safety has a new trend of being organic
and ayurvedic.

• Satisfied consumers tend to stick to their

preferences, building strong affinity towards the