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Published on : Jan 05, 2016

Even with the incorporation of the so-called health foods in the global food and beverage industry, it is still a curious sight to behold when a man who has nothing to do with the FMCG sector spearhead one of the biggest competitive brands in India.

Indeed, consumer sentiments will always direct the flow of the consumer goods industry, and Patanjali, an FMCG brand launched by the famous Baba Ramdev, is perhaps the best modern-day example. While competitors are spending millions on marketing strategies and aggressive reach, Patanjali has practically spread to every household through the popularity of one man alone. Touted as one of the biggest names in yoga, Baba Ramdev’s decision to create a consumer goods business seems to be paying off sweetly. Indian consumers are putting their faith in his products over the brands that they have been using for years now. And with India emerging as one of the bigger economies in the world, it is something to be wary of.

The Patanjali factory is based in the Indian holy land of Hardwar, where they make everything from shampoos to biscuits. Under the banner of Ayurveda, the brand has sold enough products to give established Indian brands a run for their money. Both common citizens as well as the affluent are being pulled towards Patanjali, as the brand uses the unspoken rule that Ayurveda is not restricted to simply medicine and shady miracle products. Once someone buys into the Ayurveda philosophy, the doors are wide open for them to try out anything and everything that comes with this sticker. This has created a unique and highly fruitful stance for Patanjali, as consumers who buy products from the brand tend to spread their liking to multiple areas at once. This allows Patanjali to compete with companies that have nothing to do with each other, such as Britannia and Johnson & Johnson.

Baba Ramdev has mentioned that Patanjali will be spread across as many Indian cities as possible, with an aim to reach Rs. 5,000 crore before the end of the fiscal year of 2016.