This Is How Patanjali Evolved Over The Years
Baba Ramdev’s FMCG brand Patanjali Ayurved Limited has shown tremendous growth over the last five years. Growing at a rapid rate, the company registered more than Rs 10,000 crore revenue for the financial year 2017 making it the third largest FMCG brand after ITC and Hindustan Unilever Limited in terms of revenue.
Patanjali has launched a variety of products in the last three years to cover up the increasing FMCG market. It sells products like cosmetics, noodles, atta, biscuits, amla juice and ayurvedic medicines.
Ramdev has traditionally linked patanjali as an Indian company and claims many patriotic management professionals are joining the company. The company has planned to enter new range of products to reach their target revenue like dairy, khadi garments and animal feed.
Company CEO Balkrishna said the company is looking to increase its presence online and improve exports. Patanjali has tie-ups with Reliance retail and Future Group which gives a huge boost to its revenue.
Patanjali growth over the years
Patanjali bestsellers 2016
Patanjali’s revenue in 2016-2017 has surpassed the revenue of FMCG leaders like Nestle, Colgate and Godrej consumer. Patanjali’s bestsellers accounts for ghee, toothpaste, ayurvedic pharmacy, hair oil and shampoo.
Ghee accounted for 13.9 percent of the total revenue of the company, dant kanti around 9 percent, ayurvedic medicines for about 8 percent, oil and shampoo for 7.8 and 5.4 percent respectively.
Talking about the toothpaste category with reference to a data by Kotak institutional equities, colgate leads the way despite patanjali launching different variants of Dant Kanti to gain competitive edge in the market, following HUL and close up.
Toothpaste market share
Patanjali is fast growing in the FMCG segment posing a serious threat to the established players. According to the company, it has now 15 per cent market share in shampoo, 14 per cent in face wash, 35 per cent in dishwasher and 50 per cent in honey. Patanjali has now set eyes to attain Rs 20,000 to Rs 25,000 crore revenue for the next year and counter every FMCG brand.
