Ayurvedic products have taken over the entire medicinal and cosmetic market in India. When it comes to ayurvedic brands in India, everyone is aware of Patanjali Ayurved’s growth. Not only that, but it has also been declared as the fastest growing FMGC company in India.
Patanjali Ayurved – the reason behind the rise of Ayurved in India
Patanjali Ayurved Limited produces quality Herbomineral preparations. A company established by Yoga guru, Baba Ramdev in 2006 along with Ayurveda scholar, Acharya Balkrishna. While Baba Ramdev focuses on yoga, Acharya Balkrishna looks after spreading the medicinal brand.
But is this all about Patanjali? Not really. Here are some facts which you might surely be oblivious to it. Let us get to know it.
1. Baba Ramdev is not a stakeholder
Baba Ramdev is not regarded as a stakeholder in the company. The yoga guru holds zero percent share in the company. Surprised? So are we! Whereas, Balkrishna holds a majority of stakes in the company.
2. Balkrishna holds major stakes
Acharya Balkrishna holds a 94% stake in Patanjali Ayurved. Interesting isn’t it? But the best part is that he does not take home a salary. He works 15 hours a day refuses to take holiday on Sunday and is even active on public holidays.
3. Patanjali has its own food park
Ayurved Patanjali has its own Patanjali Food and Herbal Park which operates under the food park scheme of the Indian Government. Not only that, the company even reportedly commissioned one of the largest food parks in the world at a total investment of ₹500 crore. Its not just an asset to the medicinal brand but it has also been helpful in providing employment to over 6,500 people and is spread across 100 acres.
4. Rigorous Distribution was a master move
Patanjali products are sold via three types of medical centers:
i. 1200 Patanjali Chikitsalayas which are clinics along with doctors.
ii. 2500 Arogya Kendra which are health and wellness centers.
iii. 8000 Swadeshi Kendra, non-medicine outlets.
5. Word-of-mouth made all the difference
12-20 percent of revenue is spent on distribution and research by the brand. The unique marketing of mouth publicity model has played a major role in the brand’s publicity and of course its rigorous advertising strategies took it to a different level.
6. The extraordinary rise and growth!
The extraordinary rise of Patanjali products in the last few years is hidden to none. In 2015-16, the Haridwar-based company raked in revenues of ₹5,000 crore, up from around ₹400 crore in 2011-12 and ₹2000 crore in 2014-15. Products such as ghee and toothpaste have been the bestsellers in its FMCG portfolio which have around 300 products.
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