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Chhavi Project Patanjali

BBA (Chaudhary Charan Singh University)

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SUMMER INTERNSHIP PROJECT
ON
TOPIC- THE COMPARATIVE STUDY OF
PATANJALI
SUBMITTED FOR
THE PARTIAL FULFILMENT OF THE AWARD OF
DEGREE OF BACHELORS OF BUSINESS
ADMINISTRATION (BBA)

Under the guidance of: Submitted by:

Mrs. ARTI GAUR CHHAVI SRIVAS
(Asst. Prof) Roll no- 181117105016

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 CERTIFICATE
DATED:

This is to certify that MR. CHHAVI SRIVAS, is a bonafied student of this

institute (BBA Batch 2018-21), has undertaken this project work entitled
“THE COMPARATIVE STUDY OF PATANJALI” As part of his/her
Summer Training for the partial fulfilment of the award of Bachelor of
Business Administration degree from CCS University, Meerut (U. P.).

As per best of my knowledge this project work is an original piece of

work and has not been submitted or published elsewhere.

I wish him/ her all the best for his/her bright future ahead.

Principal

GLBIM

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 DECLARATION

I, CHHAVI SRIVAS , student of BBA final, G.L. BAJAJ

INSTITUTE OF MANAGEMENT, greater Noida, hereby
declare that I have undergone project titled ‘THE
COMPARATIVE STUDY OF PATANJALI. This is
original work and not submitted for any other diploma or degree
course.

Name: CHHAVI SRIVAS

(181117105016)
Bachelor Of Business Administration
(2018-2021)
G.L Bajaj Institute Of Management
Knowledge Park 3, Greater
Noida

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 ACKNOWLEDGEMENT

I take this opportunity to express my sincere thanks and deep gratitude to all those
people who extended their whole hearted cooperation and have helped me in
completing this project successfully.

We acknowledge the effort of those who have contributed significantly to my

project. I express my sincere attitude and thankfulness towards principal of G.L.
BAJAJ INSTITUTE OF MANAGEMENT, greater Noida who has provided such a
talented faculty to me then I would like to thank MS. ARTI GAUR for throughout
BBA. We take this opportunity to express my profound sense of attitude and
respect to MS. ARTI GAUR internal guide of my project, who helped me
throughout the duration of this project.

Name: CHHAVI SRIVAS

(181117105016)

BECHELOR OF BUSINESS ADMINISTRATION

(2018-2021)

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 TABLE OF CONTENT

S.NO PARTICULARS PAGE NO.

1 EXECUTIVE SUMMARY 6-7

2 INTRODUCTION 7-8

3 OBJECTIVE OF STUDY 8-9

4 DEFINATION OF TERMS 9-12

5 RESEARCH METHADOLOGY 13-18

6 COMPANY PROFILE 19-50

7 FINDINGS AND ANALYSIS 51-62

8 SUGGESTIONS 63-67

9 CONCLUSION LIMITATIONS 68

10 LIMITATIONS 69

11 APPENDIX 70-72

12 BIBLIOGRAPHY 73

13 APPENDICES 73-76

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EXECUTIVE SUMMARY
The project title "Consumer preference, Perception and Brand loyalty of
Patanjali Brand" deals mainly with the consumer behaviour.
Patanjali, founded in 2007 by Baba Ramdev and his aide Swami Acharya
Balakrishan has grown into a 5000 crore company in 2015. It has disrupted the
entire FMCG market with its unconventional growth story. The credit goes to Baba
Ramdev who has very meticulously decided the timeline for each action and
delivered unprecedented success. Patanjali’s vision is to provide
herbal/ayurvedic/natural solutions to all the problems and in this pursuit it is also
elevating the livelihoods of local farmers. It has leveraged the emotional route by
bringing in the ‘Swadeshi’ angle to market its products. The drivers for Patanjali
purchase are lower price points which induce sampling and when they find no
noticeable difference with the pricey brands, they tend to stick to Patanjali. The
key differentiators for Patanjali are its herbal or ayurvedic offerings and the free
consultation it provides to the customers at Arogya Kendras/ Chikitsalayas through
its certified Ayurvedic doctors. Besides it has also increased its distribution
channels through franchise stores, retail chains and kirana stores. However the
supply is not proportional to demand and a lot of customers are not able to find the
desired products. To solve this, they have invested in food parks and have
outsourced manufacturing to other SMEs while conducting stringent checks to
ensure consistent quality.The strategy followed by Patanjali is unconventional in
that they have not made any significant investment in marketing and promotion
and have relied on word of mouth publicity. Baba Ramdev has done minimal
promotion by endorsing the brand in his yoga sessions televised on national

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channels. The FMCG giants cannot rely on such a strategy because they cannot sell
the products at such low prices or provide free doctor consultations and other
activities on a continuous basis. Thus it is not feasible for other companies to
follow this model.

The FMCG industry has a lot of big players with dominant market leaders in each
category. Patanjali is in direct rivalry with most of them and with time has been
able to take away market share from the best-selling brands. In retaliation, the
market leaders are bringing out newer herbal products at lower price points or
putting into action other strategies. However Patanjali has the advantage of being
the forerunner and have gained sufficient traction that it will be difficult to displace
them. The entrance of Patanjali has not just marked its increased share of the pie
but it has also managed to increase the size of the pie itself.

CHAPTER 1: INTRODUCTION

Given a much broader array of product choices offered in the current market and
ubiquitous marketing efforts, consumers often turn to a favorite brand to facilitate
their purchase decisions. A brand includes a name, symbol, design, or experience
that help consumers identify products, services, or differentiate offerings among
competitors (Aaker, 1991; Keller, 2008; Neumeier, 2006). Brand identity, which is
a group of associations developed by firms, communicates with consumers what a
brand provides (Aaker, 2007; Keller, 2008).Academic literature clearly addressed
the importance of building a strong emotional relationship between consumers and
brands (Carroll & Ahuvia, 2006; Keller, 2001, 2008; Taylor, Cluch, & Godwin,

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2004). According to Keller‘s (2001) more recent conceptual framework,
consumers‘ positive brand feelings lead to favorable responses towards a brand,
such as attitudinal attachment and behavioral loyalty. Similarly, recent literature on
branding has argued that an emotional brand experience is important to foster
brand loyalty and purchase intentions (Albert, Merunka, & Valette-Florence, 2008;
Carroll & Ahuvia, 2006; Chaudhuri & Holbrook, 2001; Esch et al., 2006; Nowak,
Thach, & Olsen, 2006; Pawle & Cooper, 2006; Taylor, Celuch, & Goodwin, 2004;
Thomson, MacInnis, & Park, 2005). Moreover, brand consulting and advertising
industry literature (Gobé, 2001; Lindstrom, 2005; Neumeier, 2006; Riesenbeck &
Perrey, 2007; Roberts, 2004, 2006) has illustrated the importance of building deep
emotional connections with consumers to augment brand loyalty.

OBJECTIVES OF STUDY
This Project work has certain objectives behind it. Without any proper objective
one cannot plan its implementation. If the objective of the study is not proper then
the whole research is of no use. In India there are many sectors where the different
companies or Frganization functions within, we have chosen the Patanjali,
ayurvedic and herbal sector which directly deals with people issues.

Basically our main objective was to see that the bend of the Indian people towards
Patanjali is because of it being a swadeshi brand, herbal and ayurvedic brand or
some of the other factors.

Along with this there are some objectives of this study:

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  To study Patanjali as a brand and its product mix.

 To analyse consumer perception about Patanjali as a brand and its products.

 To analyse impact of brand image on loyalty intentions.

 To analyse and identify important factors influencing Patanjali as a brand.

DEFINITIONS OF
TERMS
The following definitions are the major terms investigated in the present study.

1.2.1. BRAND IMAGE: Akaah, (1988) conclude that consumers are more likely
to purchase well-known brand products with positive brand image as a way to
lower purchase risks. This argument is also supported by Rao and Monroe, (1988)
that a brand with a more positive image does have the effect of lowering
consumers’ product perception risks and increasing positive feedback from
consumers. Therefore, consumers generally believe they can make a satisfying
purchase by choosing well-known brands and also lower any purchase risks by
doing so. How much is a brand worth? How does a brand represent the product?
Keller, (1993) defines a brand image as an association or perception consumers
make based on their memory toward a product. Thus, brand image does not exist in
the technology, features or the actual product itself, but is something brought out
by promotions, advertisements, or users.

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Thakor et al. (1997) said that through brand image, consumers are able to
recognize a product, evaluate the quality, lower purchase risks, and obtain certain
experience and satisfaction out of product differentiation. When it comes to
experiential product evaluation, a positive brand image may make up for an
inferior image of the origin country and raise the possibility of the product being
selected. According to Grewal et al. (1998) the better a brand image is, the more
recognition consumers give to its product quality. Consumers are usually limited in
regards to the amount of time and product knowledge to make an informed
purchase decision when facing similar products to choose from. As a result, brand
image is often used as an extrinsic cue to make a purchase decision.

Kotler, (2000) contends that brand is a name, term, symbol, design or all the above,
and is used to distinguish one’s products and services from competitors. For
example, Nike adopts a check mark as its brand image, which creates a positive
effect indicating approval. According to Kotler, (2000) image is the way that
public perceives the company or its product. Image is affected by many factors
beyond the company’s control. The consumer develops a set of brand beliefs about
where each brand stands on each attribute. The set of or its product. Image is
affected by many factors beyond the company’s control. The consumer develops a
set of brand beliefs about where each brand stands on each attribute. The set of
beliefs about a brand make up brand image. The consumer’s brand image will vary
with his or her experiences as filtered by the effects of selective perception,
selective distortion and selective retention.

Romaniuk, (2003) studied the relationship between association of a brand with

different types of image attributes and subsequent purchase of the brand. The
image attributes incorporated were based on the product categories, situations and
benefits offered. While mention of the brand for an image attribute was positively
related to future purchase, this relationship did not vary between attributes once

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brand and attribute size was taken into account. However, a positive relationship
was found between the number of attributes associated with the brand and future
purchase.

BRAND LOYALTY: The most elaborate conceptual definition of brand loyalty

was presented by Jacoby et al. (1978). We will use and discuss this definition,
because it covers the most important aspects of brand loyalty, & since it enjoys
widespread support in the marketing literature, either in its original form or in
slightly modified versions (Wilkie, 1990). Jacoby et al. (1978) defined brand
loyalty, according to this definition, brand loyalty is: “The (a) biased, (b)
behavioural response, (c) expressed over time, (d) by some decision making unit,
(e) with respect to one or more alternative brands out of set of such brand, and (f)
is a function of psychological process. Rethinking Brands from the Customer
“Point of View”: According to Jim, (2003) many of the less successful experience
brands are not meeting the challenge of a largely time-starved audience. Our
research confirms that in most societies today, time has become more desired than
money. Increasingly, people value experiences more than things. Consumers are
really looking for ways to make the most of everyday “lived” experiences. So
marketers need to constantly ask themselves, is our brand part of the problem or
part of the solution? A brand’s role in becoming a solution for its audience can
make it stand out for customers. In that sense, the meaning of brand is its use.
Profitable customers are born when a powerful brand promise is fulfilled by a
brand experience that exceeds expectations.

BRAND PERCEPTION: Perception is a process by which individuals organize

and interpret their sensory impressions to give meaning to their environment
(Robbins & Judge, 2013). In marketing, perceptions are more important than
reality because perceptions affect consumers‟ actual behaviour (Kotler, Keller,

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Koshy, & Jha, 2014). Information processing model have four major steps or
stages. It starts with exposure followed by attention, interpretation and lastly
retention. The first three of these establish perception (Hawkins, Best, Coney, &
Mookerjee, 2007). All this takes place inside the mind or black box of the
consumers simultaneously, and it changes from person to person. Perception is
highly subjective and therefore easily distorted. Moreover, perception is the
meaning that an individual attributes to the incoming stimuli that gathered through
the five senses that are taste, smell, touch, hearing and

Sight. According to Kurtz and Boone, (2006) different people have different
perceptions of objects or events based on the interactions of two types of factors
that are stimulus factors and individual factors.

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 CHAPTER – 2

RESEARCH
METHODOLOGY
A single cross-sectional research design was used for the survey and quantitative
analysis was used for the obtained dataset. The answering scale for the questions
related to brand image and brand loyalty is a 7-item Liker scale. Data collection
was done through the online website using an online-based questionnaire. MS
Excel was used for analysing the information in the obtained dataset. The types of
analysis that were performed are t-test analysis, ANOVA and Pearson Correlation.
By doing it, the main factors that influence brand loyalty were examined. Both
primary and secondary data were collected for research survey and the primary
instrument for data collection used in this study was a questionnaire. Primary
data was collected from 100 respondents from the city of Delhi. The sampling
method used in the study was random sampling. Data thus collected

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 IMPORTANCE OF MARKETING RESEARCH

This research focused on respondents of Delhi. The research provided fruitful

information about Patanjali’s product line users and brand perception they have
about Patanjali. Marketing research has its importance not only for consumers
market but also it survey effectively to the producer of goods and services. The use
of marketing research in consumer market may be explained on the basis of
following services rendered by it.

1. It ascertains the position of a company in specified Industry.

2. It indicates the present, future trend of Industry and point out how the company’s
affairs are being turned up.

3. It helps in development and introduction of new product.

OBJECTIVE OF STUDY

This Project work has certain objectives behind it. Without any proper objective
one cannot plan its implementation. If the objective of the study is not proper then
the whole research is of no use. In India there are many sectors where the different
companies or Organization functions within, we have chosen the Patanjali,
ayurvedic and herbal sector which directly deals with people issues.

1
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Basically our main objective was to see that the bend of the Indian people towards
Patanjali is because of it being a swadeshi brand, herbal and ayurvedic brand or
some of the other factors.

Along with this there are some objectives of this study:

 To study Patanjali as a brand and its product mix.

 To analyse consumer perception about Patanjali as a brand and its products.

 To analyse impact of brand image on loyalty intentions.

 To analyse and identify important factors influencing Patanjali as a brand.

SCOPE:
The study is restricted to South Delhi only. Efforts have been to have
consumers surveyed in South Delhi.

DATA COLLECTION:
Data collection is most important part of research because the research is based
on it. There are several ways of collecting data which differs considerably in
terms of cost, time and other resources at the disposal of the researchers.

The data collection method for this research work is from primary source as well
as secondary. The survey is carried out through a non probability convenience
sampling in Delhi through a structured questionnaire.

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 TYPE OF DATA
There are two types of Data:

1) Primary

2) Secondary

Primary Source: Source from where first hand information gathered directly
are called primary source and thus information collected is called Primary data.

In case of above study the primary source was consumer.

Primary Data: - The techniques available for collecting primary data are:

 Interview method

 Observation method

 Questionnaire method

Secondary Source: The source of information already gathered for some other
purpose are available is called secondary data, with regard to my study secondary
sources of my study where records of the company, magazines, internet and
papers.

The Secondary data was collected on the basis of requirement, conveniences and
reliability of the data.

Out of these I have chosen questionnaire method to collect the data because of low
cost, free from the bias of other interviewer and respondent.

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This method of data collection is quite popular particularly in case of big enquires,
private individuals, research workers, private and public organizations and even is
adopting it by governments. In this method I want to the retailers, personally and
asked them to fill the questionnaire.

MERITS OF THIS METHOD

1. Low Cost

2. It is free from the bias of the interviewer because answers are in

respondent’s own words.

3. Respondent have adequate time to give answers.

DEMERITS OF THIS METHOD

1. This method is likely to be slowest of all.

2. It is difficult to know whether willing respondents are truly representative.

3. There is also possibility of ambiguous reply.

BRIEF REVIEW OF RESEARCH METHODOLOGY

SAMPLING PLAN :

Research design : exploratory & descriptive

Target Segment : consumer

Sample Size : 100

Area covered : South Delhi

Sampling Method : Non probability Convenience sampling.

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TECHNIQUES OF DATA COLLECTION:

Data Collection Method : Primary (Interview, through Questionnaire)

Method : personal Interaction

Type of Questionnaire : Open ended questions and multiple choice

questions

Research Approaches : Consumer Survey.

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 CHAPTER 3
COMPANY
PROFILE
PATANJALI YOGPEETH

Patanjali Yogpeeth in Haridwar, Uttarakhand is one of the largest Yoga institutes

in India. Named after the Ancient Yog Guru Patanjali, the Institute is Ramdev's
flagship project & has been set up for treatment, research & development in Yoga
and Ayurveda, as well as the manufacturing of ayurvedic medicines.

It is a center of Yoga and Ayurveda activities in India built on the name of

Maharishi Patanjali who invented Yoga 5000 years ago. The ashram is run under
the guidance of Swami Ramdev Ji Maharaj who has revived Yoga and spreading it
all over the world. Patanjali Yog peeth is open to everybody. Located on the
Haridwar-Delhi highway at Kankhal, very near to Roorkee, Patanjali Yogpeeth
offers treatment for all and has residential accommodation.

At Mahatma Dharamveer's Gurukul in Kisangarh Ghasera where Baba Ramdev

met philanthropist Archarya Balkrishan. With the help of Balkrishan, Baba
Ramdev has established Divya Yog Mandir in 1995. Archarya Karamveer was also
one of the pillars of Divya Yog Mandir. In almost 3 years, Divya Yog Mandir and
Baba Ramdev have galvanized the world into turning ardent practitioners of Yoga.
Baba Ramdev and trust run spearhead all his activities which include Yoga camps,

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manufacturing ayurvedic medicine and treatment of patients with help of Yoga and
Pranayama. Baba Ramdev TV programmes and Yoga camps have proved to be
immensely popular. Swami Ramdev put lots of emphasis on teaching Pranayam as
compared to Yoga. According to Shri Shri Ravi Shankar, a world-renowed spritial
leader "If an individual can be credited with reviving Yoga in India, it is solely
Baba Ramdev". Millions of people all over the world attend Baba Ramdev's free
Yoga camps (shivir). Ramdev Baba has also conducted Yoga camp at Rashtrapati
Bhavan - the residence of the President of India.Yoga has ability to cure even fatal
diseases and Baba Ramdev has proved it many times. Ramdev Baba has spread
Yoga to such an extent that sooner or later, everyone has to embrace it. Patanjali
YogPeeth Trust is the dream project of Baba Ramdev. It was inaugurated on
August 6, 2006. Baba Ramdev's aim was to build the world's largest center of
Ayurveda,Yoga and Pranayama. Patanjali YogPeeth provides facility for treatment
for diseases, research and a teaching University for Yoga and Ayurveda. This trust
is located 13kms from Haridwar. The estimated cost of the project was 10 billion.
During inauguration, Sudarshan Agarwal, Governor of Uttrakhand, said "Patanjali
Yog Peeth will soon be the ambassador of Yoga for entire world”.

According to associated news press, The Patanjali YogPeeth project was divided
into 3 phases. Phase one was basic construction. The second stage comprises of
serviceable guesthouses, herbal gardens, yajnashala, meditation caves and many
other facilities. It will be the biggest Yoga and Ayurvedic center in the world.
Third stage is opening a University of Yoga and Ayurveda. Baba Ramdev wants to
flow river of Yoga in each and every region, whether in a village or city. The
confidence which Baba Ramdev exuberates compels people to at least give his
Yoga a try. Millions of people practice Baba Ramdev's Yoga and Pranayama.
Ramdev Baba's TV programs broadcast in several countries including America,
Europe, Australia, Asia and Africa. Viewership is quoted as being 20 millions

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regular viewers. Followers of Baba Ramdev have claimed relief from a variety of
ailments such as Diabetes, Blood Pressure, Hepatitis, Spondylitis and Obesity. He
is the real hero who devoted his whole life to help people by giving them unknown
knowledge of Yoga and Pranayama.

Swami Ramdev medicines are manufactured in branches well equipped with

modern equipments, certified by the international standards GMP, GLP & ISO
9001. Swami Ramdev's pharmacy makes the medicines pure and rich in quality.
Medicines manufactured go through quality control and quality assessment tests.
Patanjali Yogpeeth is operating Patanjali Hospitals in every nook and corner of
India, where one can get life saving Swami Ramdev’s medicines which are
affordable to all rich and poor.

Patanjali Yogpeeth medicines are also available for health care, oral care, hair care
and skin care. Many of the critical ailments such as Cancer, Diabetes, arthritis etc.
can be cured by Swami Ramdev's Medicines. These medicines are low cost, very
effective and available at Ramdev Chikitsalaya. Some of very effective Ramdev
medicines are Mukta Vati for high blood pressure, Madhunashini Vati for Diabetes,
Medohar Vati for Obesity.

Swami Ramdevji Maharaj is a historic personality. He has written new history in

the areas of yoga-prananyam and ayurvedic treatment methods. In this regard the
work done by the organization established by him namely Patanjali Yogpeeth
(Trust), Divya Mandir (trust), Patanjali Yog Samitis, Divya Yog Pharmacy Trust
and branches, will be written in golden letters on the pages of history. The
ambition of these establishments are to reach yoga and Ayurveda to the 700 crore
global population along with Indian culture and words of the sages. To encourage
the use of Ayurvedic medicine, Swamiji manufactures superior quality and proven
medicines in Divya Yog Pharmacy.

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Swami Ramdev's medicines are manufactured in branches well equipped with
modern equipments mostly in Haridwar and other places, certified by the
international standards GMP, GLP & ISO 9001. Swami Ramdev also has a
botanical garden near Patanjali Yog Peeth where the herbs and medicinal plants are
grown. Here research is carried out on rare herbs and they are grown here by
putting in great efforts. Under Swami Ramdev's guidance an industrial unit is also
established called Patanjali Ayurved Limited which produces pure and high quality
minerals and plants products through scientific methods. Swami Ramdevji and
Acharya Balkrishna ji have tried to combine the ancient knowledge with
ultramodern technology.

Some people could not digest the increasing fame of Swami Ramdev and they
started negative campaigning against Swami Ramdev with the help of media. The
qualities of Swami Ramdev’s medicines were doubted. When these medicines
were tested in the lab all the allegations proved baseless and Swami Ramdev came
out spotless amidst the acid test. This resulted in unexpected increase in the
demand of medicine of Swami Ramdev. Baba Ramdev's pharmacy puts in all the
efforts to make the medicines pure and rich in quality. All the medicines
manufactured go through strict quality control & quality assessment tests,
Toxicological study - Animal trials, clinical tests.

Swami Ramdev is working towards the goal of establishing the ayurvedic products
at par with the international standards and to make it known across the world. To
encourage the use of Ayurvedic medicine and amongst Swami Ramdev's
revolutionary thoughts, one is that the farmers of India should adopt the cultivation
of medicinal herbs and plants along with fruits and vegetables.Patanjali Yogpeeth

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is a renowned name in the field of medical science, rendering free services to
millions of people across the globe through Yoga and Ayurveda.

HERBAL PRODUCTS IN PATANJALI YOGPEETH

Divya Yog Mandir (Trust), started “Brahamkalp Chikitsalaya” at Kripalu Bagh

Ashram, Kankhal in 1995 where patients suffering from various diseases were
cured using Ayurvedic medicines and practices of Yoga. Need was felt to provide
quality Ayurvedic medicines to the patients to seek optimum results as results of
Ayurvedic treatment are directly proportional to the quality of prepared medicines.
Hence a small scale manufacturing unit of Ayurvedic medicines was established in
the campus of Kripalu Bagh Ashram, Kankhal. This was the beginning of Divya
Aushadhi Nirmanshala (Divya Pharmacy), which was totally based on traditional
methods. Divya Pharmacy has had the exalted vision to bring Ayurveda to society
in a contemporary form and to unravel the mystery behind this haloed and revered,
Indian system of medicine by exploring and selecting indigenous herbs, ancient
Ayurvedic literatures and subjecting the formulations to modern pharmacological,
toxicological safety tests and clinical trials to create new drugs and therapies.
Divya Pharmacy tries that medicines should possibly be available to common man
at the minimum cost price. In the year 2002-03, modernization of the pharmacy has
been done. A new expanded unit of the pharmacy has been established well
equipped with machines based on modern techniques.

PLC controlled herbal extraction plant commissioned in the pharmacy is used for
extracting from the various parts of the medicinal plant like the leaves, The salient
feature of this plant is the production of medicine using latest SCADA technology
under controlled environmental conditions of temperature and pressure. The

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extract concentration is achieved under vacuum drying preserving the maximum
valued contents of the herbs.Quality of the medicines so produced is of the highest
level. This unit has the capacity of extracting from 10,000 kgs. of raw herbs. The
desired fluid component is added to this extract in the process of making the
medicines.For the manufacturing processes in Divya Pharmacy automatic high
speed spray drier unit, for quick liquification a fluid wed processor, tablet
compressing device with the capacity for preparing one lac tablet per hour, high
speed auto-coater for coating the tablets, high speed mixer-grinder, fluid wed driers
and cleaning, crossing & pulverizing units have been established.In the modern
packing section of Divya Pharmacy PLC controlled packing equipment having the
capacity of 300 volts per minute with automatic blister packing equipment has
been installed. A utility center has been set up in this production unit which has
two 500 KVA generators, softeners & cooling towers including boilers & air
compressors having the capacity to produce 300 ton steam.As a result of this Divya
Pharmacy has become the first medicine manufacturing unit of Uttarakhand to get
ISO-9001 and WHO-GMP certifications. In the Pharmacy the international
standards like Good Manufacturing Practices (GMP), Good Packaging Practices
(GPP), Good Agricultural Practices (GAP) and Good Harvesting Practices(GHP)
are being strictly followed.

Under the learned guidance of H. H. Yogrishi Swami Ramdevji, Vaidyaraj

Acharya Balkrishna and Swami Muktanand, Patanjali Herbal Garden & Agro
Research Department has been established at following few sites- Patanjali Herbal
Garden site Nursery, Patanjali Herbal Garden site Gurukul Gaushala Farm,
situated nearby Patanjali Yogpeeth at Maharishi Dayanand Gram, Bahadrabad,
Delhi- Haridwar highway. These Herbal Gardens have beautiful collections of
more than 200 medicinal herbs, shrubs, trees, climbers and ornamental plants.
Since, 1997 it was a great effort with high spirit to collect the valuable medicinal
plant and to

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ensure to grow in Garden, a Divya Vanaushadhi Vatika has been earlier established
in the Ashram at Kankhal. Thereafter, to explore more possibilities of a large
number of wide collections, exposition and research of medicinal, aromatic and

Ornamental plants in a organized way in the Patanjali Herbal Garden has been
established. A team of Scientists from Botany and Agriculture and a number of
swayam sevak are engaged for research and management. It is all about
economically processing organic farm produce into daily use consumables ranging
from Ayurvedic health supplements to Foods and cosmetics and then supplying
them largely to the urban world. The produce will be picked up right from the
farms, thereby increasing the effective income of the farmers. The health based
products will then be made available to a large population in the urban areas that is
reeling under the scourge of polluted food items and artificial drinks that make
them vulnerable to a variety of cronic diseases. And all this at a cost that is
unmatched in the market.

The consequential benefits are no less crucial to the mankind. Backed by a robust
preaching and promotion on the popular Astha channel by the world renouned Yog
Guru Swami Ramdevji and an international authority on Ayurved and traditional
herbs Acharya Balkrishanji, it is all about reinventing our traditional knowledge of
Yog and Ayurved, rejuvenation of rural economy,arrest of the flight of rural job
seekers to the more demeaning urban slums, strengthening the health grid of the
nation and the world, mending the environmental imbalance…and finally fighting
the tirade of western culture on Indian panorama.

PATANJALI AYURVED Ltd. is a company that functions like all other

companies under the regulations of the company law affairs, yet is constantly
striving for nation building more than the profit accumulation. At micro level the
challenge is no less herculean. Along with PRANAYAM, the wisdom of our

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ancient sages, the organic food products and herbal medicines churned out of
this unit, undertake to fight out the dreaded and incurable diseases like CANCER
and AIDS. Claim for having found a lasting cure for many other relatively more
rampant but equally tormenting diseases like Diabetes, Arthritis and Thyroid is
already established with thousands of patients cured with satisfaction.

Superior quality of our products at a fair price is not the only concern that we have.
Getting our patients rid of their diseases is again too limited a goal for us to seek.
A holistic approach to improvement in the quality of life of all beings, world over,
is the purpose behind our being. Getting rid the food we consume of the pollutants
in the form of poisonous pesticides and chemical fertilizers that our farmers use, is
a goal that we strive to achieve by providing our people the eatables that are
cultivated in organic and natural manures and pest repellents.

Amalika- also known as amala or Aavla (Latin –Emblica officinalis) is Indian

gooseberry. It is probably the most famous Ayurvedic herbs used in dozens of
classical Ayurvedic formulae in hundreds of patent Ayurvedic formula. The herb
of Amalaki is used for many purposes such as delaying the aging cycle,
rejuvenating the body, revitalizing body systems & top of all, building immune
levels. The herbal fruit of Indian gooseberry (amalaki) contains active levels of
tannins that help in rejuvenating the body cells & concerned organs. Amalaki
contains abandon amounts of Vitamin C – ascorbic acid & is likely to possess
richest amounts of it as compared to any edible on this planet. Avipattikar Churna
is recommended for complete cure of your acidity, burning stomach and
indigestion problems. This is natural digestive tonic which helps in regularizing
digestion process & cures acidity problem. A regular course of this ayurvedic
medicine gives good results & generally no further medication is required.
Avipattikar acidity remedy control acid secretion from stomach walls and helps in
easy and timely movement of food from stomach to intestines. Avipattikar Churna

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is traditionally used to remove excess Pitta (Fire) from the stomach and small
intestine. This ayurvedic remedy alleviates acidity, Heartburn and Indigestion.
High Pitta (Fire) produces the problem of Acidity or Hyper Acidity. To reduce
High Pitta (Fire) in the abdomen, Avipattikar Churna is very good. For hyper
acidity and abdominal aches being a mild laxative it makes the stool soft, helps
to check mild constipation and improve the appetite.

These days most of the people are suffering from constipation. The failure to
excrete the feces from the intestine is termed as constipation. There are many
reasons for this disease, like shortage of fiber in diet, insufficient intake of fluid,
stress, wrong food habit, appetite, inadequate exercise, use of too much laxative,
enema abuse etc. Constipation can affect digestion, the clearing of toxins from the
system is hampered, energy levels and the absorption of nutrients will get altered.

PRODUCT LINE AND PORTFOLIO OF PATANJALI

YOGPEETH

Products of patanjali ypgpeeth are as follows:

 Divya Amla Churna for Eyes, Digestion and General Health

 Divya Arogyavardhani Vati

 Divya Arshakalp Vati for Piles

 Divya Ashmarihar Ras for Kidney Stones

 Divya Ashwagandha Churna for Stress, Fatigue and General Health

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 Divya Chandraprabha Vati for Urinary Disease

 Divya Churna for Constipation

 Divya Dant Manjan Tooth Powder

 Divya Gashar Churna for Removal of Gas

 Divya Giloy Sat for Swine flu, Bird flu, Pyrexia of unknown origin (fever)

 Divya Hridayamrita Vati for Heart Disease

 Divya Kanti Lep for Increasing Skin Splendour

 Divya Kayakalp Tail Oil for Skin Problems, Cracks and Burns

 Divya Kayakalp Vati for Skin Disease, Acne and Pimples

Divya Kesh Tail Hair Oil for Hair Loss, Dandruff and Headache

 Divya Madhu Nashini Vati for Diabetes

 Divya Madhukalp Vati for Diabetes

 Divya Medha Kwath for Headache and Memory Enhancement

 Divya Medha Vati for Memory Loss and Improving Intelligence

 Divya Medohar Vati for Weight Loss

 Divya Mukta Vati for High Blood Pressure

 Divya Peya Herbal Tea

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 Divya Pidantak Ras for Joint Pain and Arthritis

 Divya Pidantak Tail Massage Oil for Joint Pain and Arthritis

 Divya Punarnavadi Mandur for Kidney Problems and Anemia

 Divya Sanjivani Vati for Cold, Fever and Flu

 Divya Shilajeet Rasayan Vati for Impotency

 Divya Shilajeet Sat for Gout and Weak Immune System

 Divya Singhnaad Guggulu for Rheumatism

 Divya Stri Rasayan Vati for Menstruation

 Divya Swasari Ras for Lung Problems, Bronchitis and Asthma

 Divya Triphala Churna for Rejuvination and Detoxification

 Divya Triphala Guggulu for Joint Pain, Piles and Weight Loss

 Divya Udaramrita Vati for Digestion and Stomache Problems

 Divya Udarkalp Churna for Indigestion and Constipation

 Divya Vatari Churna for Arthritis

 Divya Yauvanamrita Vati for Weak Bodies and Impotency

 Divya Yograj Guggulu for Joint Pain

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 PRODUCT MIX OF PATANJALI YOGPEETH

Swami Ramdev's Divya Medicines are 100% natural, made from potent herbs such
as the ashtavarga healing plants of the Himalayas. They have proven extremely
effective for combating all forms of sickness and disease. Along with these
medicines, Swamiji recommends patients to also adopt the practice of Pranayama,
which will strengthen the immune system and quicken the healing process.

 Abhrak Bhasm - Divya

 Ajamodadi Choorna - Divya

 Aloevera Gel

 Aloe Vera Juice - Patanjali 1 Lt. or Aloe Vera 30 Capsules

 Amla Churna - Divya (for Eyes, Digestion and General Health)

 Amrit Rasayan - Divya(for Brain, Eyes, Strength and over all nourishment)

 Anti Wrinkle Cream - Patanjali Tejus

 Arjuna Kvath - Divya(for Coronary Artery Disease)

 Arshakalp Vati - Divya(for Piles)40 grams

 Arshkalp Vati - Divya(for Piles) 20 Grams

 Ashmarihar Kvath - Divya / Vrikkdosh Har Kwath - Divya

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 Ashmarihar Ras - Divya

 Ashvagandha Capsule - Patanjali

 Ashvagandha Churna - Divya (for Stress, Fatigue and General Health)

 Ashvashila Capsule - Patanjali

 Avipattikar Choorna - Divya

 Awala Choorna - Divya

 Amla / Awala Juice 1 Liter - Patanjali (Juice of Emblica Officinalis) / Divya Amalki

 Rasayana 100 gm

 Awala - Divya (Amla) Murabba - Divya(Dry Spicy)

 Awala - Divya (Amla) Murabba - Divya (Dry Sweetened)

 Awala / Amla Murabba Wet - Divya

 Badam Pak - Divya

 Badam Rogan - Divya

 Bael Candy - Divya

 Bael Murabba - Divya

 Balm - Patanjali

 Bang Bhasma 5gm - Divya

 Bavaci Choorna - Divya(for Leucoderma)

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 Beauty Cream 50 gm - Patanjali Tejus

 Bilwadi Churna - Divya

 Body Lotion - Patanjali Tejus

 Body Massage Oil 100ml - Patanjali

 Chatpata Choorna

 Chandraprabha Vati - Divya (for Urinary Disease & diabetes)

 Churna - Divya (for Constipation)

 Chyawanprash - Divya with Ashtavarga Healing Plants (1 Kilogram)

 Crack Heal Cream - Patanjali

 Daliya : Patanjali Arogya Daliya

 Dant Manjan - Divya (Tooth Powder)

 Dant Kanti - Patanjali (Tooth Paste)

 Divya Dhara

 Drishti Eye Drop - Patanjali

 Gangadhar Choorna - Divya (for Diarrhoea , Sprue Syndrome, Ama)

 Gashar Churna - Divya (for Removal of Gas)

 Giloy Ghan Vati - Patanjali 40gm

 Godanti Bhasm - Divya (for Migraine, Chronic Headache, Depression & Hernia)

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 Gokshuradi Guggulu - Divya (for Chronic Renal Failure)
 Gulab Jal - Divya

 Honey - Divya (Pure Himalayan Honey)

 Hridayamrita Vati - Divya (for Heart Disease) 20 Grams

 Hridayamrita Vati - Divya (for Heart Disease) 40 Grams

 Kachanar Guggulu - Divya

 Kaisara Guggulu - Divya (Psoriasis & Eczema)

 Kanti Lep - Divya (for Increasing Skin Splendour)

 Kayakalp Kwath - Divya (for Skin Problems)

 Kayakalp Tail - Divya (for Skin Problems, Cracks and Burns)

 Kayakalp Vati - Divya (for Skin Disease, Acne and Pimples) 20 Grams

 Kayakalp Vati - Divya (for Skin Disease, Acne and Pimples) 40 Grams

 Kesh Tail - Divya (Hair Oil for Hair Loss, Dandruff and Headache)

 Lavan Bhaskar Churna - Divya

 Lauki Juice - Patanjali

 Lauki - Amla Juice - Patanjali

 Madhu Nashini Vati - Divya (for Diabeties)

 Madhukalp Vati - Divya (for Diabetes)

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 MahaYograja Guggulu - Divya (for Osteoporosis)

 Medha Kwath - Divya(for Headache and Memory Enhancement)

 Medha Vati - Divya (for Memory Loss and Improving Intelligence) 40 grams

 Medohar Vati - Divya (for Weight Loss)

 Mukta Pishti - Divya

 Mukta Vati - Divya (for High Blood Pressure)

 Mukta-shukti Bhasm - Divya

 Ojas Multani Mitti - Patanjali

 Nimb Ghan Vati - Patanjali 60 Gr.

 Panchakol Choorna - Divya

 Peedantak Cream 50 gm - Patanjali

 Peya (Herbal Tea) - Divya 100 Grams

 Peya (Herbal Tea) - Divya 300 Grams

 Pidantak Kwath - Divya (for Joint Pain and Arthritis)

 Pidantak Ras - Divya (for for Joint Pain and Arthritis)

 Pidantak Tail - Divya (Massage Oil for Joint Pain and Arthritis)

 Praval (branch) Pisthi- Divya

 Praval Panchamrit- Divya

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 Punarnavadi Mandur - Divya (for Kidney Problems and Anemia)
 Sanjivani Vati - Divya (for Cold, Fever and Flu)

 Saptavimshati Guggulu - Divya

 Sarvakalp Kwath - Divya (for Liver Problems and Jaundice)

 Shadbindu Tail - Divya

 Shatavar Choorna - Patanjali

 Shampoo - Patanjali

 Shankh Bhasm - Divya

 Shilajit Capsule - Patanjali

 Shilajeet Rasayan Vati - Divya (for Impotency)

 Shilajeet Sat - Divya (for Gout and Weak Immune System)

 Shilajeet Sat - Divya (for Gout and Weak Immune System) 50 gm

 Singhnad Guggulu - Divya

 Sitopaladi Choorna - Divya

 Soap Kanti Aloevera Body Cleanser - Patanjali

 Soap Gomutra Kanti - Body Cleanser - Patanjali

 Soap Somya - Body Cleanser - Patanjali

 Soap Ojas Aquafresh - Body Cleanser - Patanjali

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 Soap Ojas Aquafresh - Mogra Body Cleanser - Patanjali

 Soap Patanjali Somya Haldi Chandan Body Cleanser - Patanjali

 Stri Rasayan Vati - Divya

 Swasari Ras - Divya (for Lung Problems, Bronchitis and Asthma)

 Tejus Tailum For Women

 (Tooth Powder) Divya Dant Manjan

 (Tooth Paste) Dant Kanti Patanjali

 Trayodashang Guggulu Divya

 Trikuta Choorna Divya

 Triphala Churna Divya (for Rejuvination and Detoxification)

 Triphala Guggulu Divya (for Joint Pain, Piles and Weight Loss)

 Tulsi Ghan Vati Patanjali 40 Gr.

 Udaramrita Vati Divya (for Digestion and Stomache Problems)

 Udarkalp Churna Divya (for Indigestion and Constipation)

 Vatari Churna Divya (for Arthritis)

 Yauvanamrita Vati Divya (for Weak Bodies and Impotency)

 Yograj Guggulu Divya (for Joint Pain) 20 Grams

 Yograj Guggulu Divya (for Joint Pain) 40 grams

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  Wheat Grass Powder Organic 1 Month Doses

From nowhere to everywhere, Brand Baba seems to be pervasive. Yoga has been
there in India since time immemorial, it has been synonymous with sadhus( saints)
who usually after relinquishing their mundane world in search of God or Nirvana
used to keep them healthy, fit, let them channelize their energy and control their
inner self toward a single goal. In marketing parlance we can think of it as a
product which was restricted to a very small segment of society, had some
exclusivity attached to it, expertise of saint in performing it and a luxury which
could only be afforded by the disciples of saints.Nobody could have thought of
commercializing it, leave aside the thought of popularizing it among the masses.
Entrepreneurs are not only risk bearers, organizers and managers of the enterprises
but they are also great visionaries who not only anticipate the future needs but also
keep a check on the present requirements. We are sure Baba must have worked
tirelessly on his mission away from the glare of media, completing all his defined
tasks, keeping a check on the preparations and one day he must have decided to
appear on the big stage and take the world by storm that seems to be a
meticulously planned launch of the “Brand Baba”.

The epithet “He came , He saw, He conquered”. is supposed to be rightly described

as the arrival of Baba and his infectious popularism among the masses. Suddenly
everyone was seen rubbing his/her nails walking by the road side, waiting for a
train at the platform, while travelling, while working in an office or for that matter
whenever people found themselves free, he was there everywhere in the life of
people. Yoga, which used to be considered Generic till now was well known by
“Baba Ramdev Brand of Yoga”. People were looking for a solution to their
stressful life, an alternative form of medicine. He as a true entrepreneur anticipated
this need before anyone could and sold his idea of a complete health to the masses.
As a good marketer would do he made himself available for the masses through his

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“Yoga Shivers”, listened to their problems & tried to solve them, connected with
them personally, had a product which was well researched, had variants of
products in terms of different Yoga Aasans for different ailments, meant for
different age groups of peoplebased on their ability to perform a particular aasan,
had all the medium of advertisement to support his Brand.

His journey didn’t stop with his Brand of Yoga, when big business houses were
struggling to launch and operate Branded Medical Stores, he was once again there
bang on launching his own Brand of Ayurvedic Medicine Stores ( Patanjali) all
over India…Franchising model also included. His name has become synonymous
with Yoga and Ayurveda. There might be other before he appeared on scene, there
are many in his era also but no one could make an impact like him. His presence
was so infectious that people from different walks of life were cashing on his
popularity….Filmstars like Shilpa Shetty and Bipasha Basu came with their own
version of Yoga CD’s but could not pose a challenge to his leadership, infact they
ended up following his footsteps…even the corporate world found a big market for
herbal products..the consumers were looking for products which were close to
nature. His USP is that he made himself approachable, common man identified
with him and he positioned his product as a “ Total Health Solution” unlike the
craze generated by the Filmstars to develop bulging biceps, curved body, zero
figure which could be defined as a fad bound to fade away without notice. His
product promise for a lifelong solution ( durability), can be used anywhere
anytime( operational convenience), available through different channels based on
your convenience( like T.V., Books, Shivers ), his product emphasizes on
precaution rather than cure….a feature which make his product standout from the
rest of crowd and even if any ailment need to be cured he has the natural therapies
and his own brand of ayurvedic medicine to compliment his main product. He has
made his brand ambassadors out of his own followers who very religiously vouch

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for his claims and motivate people who come in contact with them to practice
Yoga. He is in his unique way different from other gurus who only give spiritual
discourses. He is different in terms of the practicality and objectivity of his product
unlike the subjective nature of the discourses delivered by spiritual gurus. He run
his trust as a big corporate house generating employment, profit and his initiative
has not only pumped a new lease of life to ayurveda but has also indirectly helped
people to find out an employment as yoga instructors in schools, colleges and
corporate houses. He is ubiquitous, wherever you go you find his hoardings
announcing the date of his Shivers, he has not only reached to the interiors of the
places but he is also there in the mind of the people enjoying the share of his own,
which is a sign of a big brand. People, organizations, institutions involve in any
kind of traditional thing in India can take a lesson or two from Baba, that how
marketing can help in reviving the traditional form of things that too with a
handsome profit and one need not to be an American or someone from a developed
world to market a product and lay a claim on it. There has been lot of yoga gurus
and they are there today also who can challenge him in the art of yoga but there is
only one Baba Ramdev the Yoga Guru turned out to be a Great Marketing Guru.
And finally look what he is doing, he has taken the responsibility to bring back the
black money to the nation and eradicate the corruption from the country. It seem
that after achieving the leadership position in his form of business he want to
diversify to the business of politics. There is always a risk of diluting your brand if
you think of entering into a totally different field and Baba has taken that risk. His
Brand seems to be in crisis these days and there is a need of second thought to be
given to the diversification. I feel he should have thought of Co-Branding with
Anna, this could have made it easy for him to diversify into the business of
politics. It’s still not too late , he must think strategically on his move and rethink
of launching his brand of movement again with new energy and a new look.

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 MARKETING AND NETWORK OF PATANJALI YOGPEETH

Human beings are governed by ideas and beliefs. Consumers of this day no longer
buy merchandise and services but experiences. Mass Customization is the new
paradigm that replaces old ideology of market segmentation; an idea which is no
longer found suitable for today's turbulent markets, changing customer needs and
growing product variety. Mass customization proactively manages product variety
in the environment of rapidly evolving markets, products and services. This study
attempts to study the reasons which have lead to the phenomenal success of Baba
Ramdev's marketing strategy of Mass customization and that also in an era of high
individual customization.

The dictum of Mass Customization is "Aham Brahamasmi"; meaning that I am

omnipresent and omnipotent. Catering to the needs of all, irrespective of gender,
age, caste, creed, culture, religion, nationality the potion of mass customization is
believed to work wonders. Companies choose from mainly three value disciplines
to frame their value propositions: product leadership, operational excellence, and
customer intimacy. The product leadership discipline leads to the `best product'
value proposition-an assertion that the company's products have the greatest
performance impact or experiential impact for its customers. The operational
excellence discipline leads to the `best total cost' bid- an assertion that the
combination of the company's prices, product reliability, and hassle-free service is
matchless. The customer familiarity discipline leads to the `best total solution'
scheme – an assertion that the company helps its customers identify their exact
problem and the best solution, and then takes charge of implementing it. Baba

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Ramdev addresses all the three value disciplines and he has developed a unique
blend of Ayurveda and Vedic philosophy to cater to create value for his customers.

PRODUCT: INTRODUCING THE VALUE DISCIPLINE

The society in which we live today is a brand- obsessed society. Name a product or
service and the brands relating to them are inestimable so many that cannot be
counted on fingers. Thus, creating, developing, implementing and maintaining
successful brands are frequently at the heart of marketing strategy. (McEnally,M .
and Chernatony,L. de 1999) Successful branding requires a strategic perspective
(de Chernatony 1998) whereby strong brand concepts are presented and
communicated to target segments resulting in favorable brand images which reflect
the brand's identity (Gardner and Levy 1955, Reynolds and Gutman 1984,
Kapferer 1997). This brand of Baba Ramdev has a universal appeal, is sharing and
collaborative, and the customers range hail from all age groups and regions. This
Brand is a result of consistent hard work and carefully and meticulously followed
strategy.

The service that Baba Ramdev is selling is the product. To deliver quality service,
it is essential to understand customers' expectations. To assess the quality of
service, customers compare their expectations with perceptions of the service
providers' performance. Hence it becomes vital for the service providers' to
understand and meet consumers' needs and wants. Customer expectations of
service can be of two types; desired service and adequate service. Desired service
is the service that a customer desires and expects to get. Whereas an adequate
service is one which is the minimal level of service which a customer is willing to
accept based on his perception of service acceptability.The service that is being

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provided by Baba Ramdev is well orchestrating with the desired service
expectations. Patanjali Yogpeeth, a multi-million rupee venture, Ramdev's dream
project, set as a rival to World Health Organization only on the basis of sound
service that it boasts of providing. Divya Yoga Mandir Trust in Haridwar,
Uttaranchal is armed with all the latest and most sophisticated gadgets sees a
regular stream of devotees who wait to be called by a doctor in the Out Patient
Department (OPD). There are forty doctors in the OPD who deal with 2,000 people
every day. Some days the dispensary sells medicines worth Rs. 3,000 a minute.
And again this can only be possible if the waiting tie is reduced by quality service.
The ambiance of Patanjali Yogpeeth is world class. Constructed in almost 100
acres; it has been designed to have buildings, car parks, and a landscape to rival the
best of Delhi's housing projects. The entire value proposition can be said to be a
hard work and the result of determination of this one man army. To add to this we
know that looking good is everyman's dream. In the era when cosmetic surgery is
the order of the day; getting good looks by just adjusting the way one inhales and
exhales is something everyone would prefer doing. With his deep-seated credence
that we all are a part of beauty conscious world, Swamiji's unique contribution has
been in helping ordinary people solve their problems and lead a healthy life
through the practice of simple breathing exercises. The product "pranayama" is
well suited for all irrespective of class, creed, culture and hence this success.

COMPLETE PACKAGE FOR VARIOUS DISEASES

Swami Ramdev's Divya Medicines are claimed to be one hundred percent natural,
made from potent herbs available in the Himalayas and no or very little side
effects. They have proven extremely effective for combating all forms of sickness

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and disease. Along with these medicines, Swamiji recommends patients to also
adopt the practice of Pranayama, which will strengthen the immune system and
quicken the healing process. Ramdev Baba opines that Pranayama Yoga is the
complete Ancient Indian Therapy, which is a Medical Science in itself that cures
any Physical or Mental medical condition completely, without any side effects.
Swami Ramdev has proved and declared on Indian & International TV Channels,
"Pranayama Yoga is the complete natural cure for all Physical and Mental
Ailments". But if

medicines are required they are also available and these packages of medicines are
available at a very low cost. The medicines can cure all the diseases from a simple
cold to cancer. In a bid to promote Ayurveda, Ramdev's Trust has tied up with 600
qualified Ayurvedic practitioners who are offering treatment to masses for a
variety of diseases, some of them termed incurable by the modern system.

PRICING STRATEGY

Developing an effective pricing strategy remains the most important and

difficult part of the marketing process. For instance, a nominal 1 per
cent increase in price realization will boost net income by 6.40 per cent
for Coca-Cola and 28.70 per cent for Philips. The price-positioning and
the value-delivery mechanisms should be done with one rule in mind:
the performance of the product, or the value associated with it should
always be higher than the price. For instance, a company that has either
a product or a service whose performance or value is medium would do
well to follow a low-cost pricing strategy.

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Well in tune with this, Baba Ramdev's potion of Pranayama is cheap.
He urges people not to lose hope or suffer and depend on expensive
treatments. Indian Pranayama Yoga is there to help treat all the ailments
completely without costly medicines, operations or surgery. It is
amazing, but it is claimed to be true that this is the cheapest and the only
complete cure to most of the so called incurable diseases like Diabetes,
Cancer, HIV & AIDS too.

PROMOTIONAL STRATEGY

Edwin L. Artzt quoting the chairman and CEO of P& G has likened
advertising to exercising saying that "Think of advertising and
promotion as exercise and recreation. Advertising is exercise. It's
something you need and it provides long-term benefits, but it's awfully
easy to either cut or postpone because there's no immediate penalty for
not exercising. When you want your brand to be fit, it's got to exercise
regularly." And here's a situation when exercising in itself becomes the
object of promotion.

It is a well established fact that advertising affects consumers. The

literature on advertising has traditionally emphasized the persuasive
nature of advertising: its purpose is to alter consumers' tastes for
established brand names or company reputations (Bagwell, 2007, Dixit
and Norman, 1978). But there is a difference in opinion and Stigler and

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Becker (1977) and Becker and Murphy (1993) argue that advertising is
part of consumers' preferences in the same way as goods and that there
are complementarities between advertising and goods. Hence, a more-
advertised good is ceteris paribus preferred over a less-advertised good.
Whatever be the case, Baba Ramdev has hit both the opinions as he is
advertising and at the same time not advertising. Baba Ramdev's live
yoga classes became a passion.

And it all began in the year 2002 when Sanskar television channel
started airing Baba Ramdev's yogic classes; overnight, Baba Ramdev
became a sensation he had hundreds of followers who morphed into
thousands. Then Sanskar channel's rival Astha channel signed him. In
two years time he was a hit and with him also the channel benefited. His
TV shows have the largest TRP. Today, he is one of the biggest draws
on Indian television. He can be seen not only on religious channels like
Aastha, but also news and features channels like India TV and Sahara
One. Millions around the country follow his programmes religiously
and use ayurvedic medicines prescribed by him. There was an eight-
month waiting period before one could see Ramdev, he was being
booked that far ahead by television channels for his live yoga classes
each morning. His yoga sessions were beamed live into 170 countries
(Bijay Simha, 2007)

Also, Baba Ramdev's pack one DVD, two Video CDs written three
books on Yoga, Pranayama Herbal Remedies and Magazines are

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available. This set of four promotional material with a Research
Oriented Monthly Magazine of Yog, Spiritualism, Ayurveda, Culture
And Tradition-Yog Sandesh available in 5 languages can do much to
lure customers. Even healthy people are following his Yoga Pranayama
regimen, as available in his DVDs, VCDs, Books & magazines etc., to
keep fit.

It is a well established fact that; "brands set the product and the producer
of that product apart from the competition". There are special though
very obvious facts that this Brand has also mass customized itself to
satiate all and thus have made a distinct place for itself. In an era when
the marketers are faced with the challenge of getting their message
heard by consumers

who are hard to find and even harder to influence, this Brand has
worked wonders and all because of its all inclusive image.

SWOT ANALYSIS
Strength
Patanjali sources most of the raw materials from local farmers and thus can offer
products at lower prices. All the products have some ayurvedic touch to it. This
appeals to the masses. Besides there are no chemicals used for manufacture of the
products. Having Baba Ramdev as the brand ambassador leads to a transfer of
credibility from Ramdev to the brand itself. Thus it does not have to work hard to

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build trust among its customers. Finally Patanjali has a very good distribution
channel. It has 1200 Patanjali Chikitsalayas, 2500 Arogya Kendras, 7000 open
stores in villages and 5600 marketing vehicles8 apart from tie-ups with
hypermarkets like Big bazaar, Reliance retail, Hypercity, Star Bazaar(Tata), D-
mart, Spencer retail, More(ABG retail). It has also recently tied up with Apollo
pharmacy and thus had license to use its 22009 stores in India for distribution of its
products. Baba Ramdev has strong political affiliations which he can utilize to get
benefits from the government. He has already helped Patanjali secure loans at
lower interest rates and is also being offered subsidized land as food parks. These
are the strengths of Baba Ramdev but it is not sustainable if he deserts the
company.

Weaknesses
The sourcing of the raw materials is done from local farmers and is therefore
dependent on the produce of these farmers. Thus the supply is not steady and
therefore they are not able to cater to the demand of the customers. It does not have
any definite strategy on scaling and thus might leave a trail of unsatisfied
customers behind since it would not be able to cater to their demand. Secondly, the
positioning is done to attract people above age group of 35 years of age and it does
not appeal to younger generations. This can seriously impact growth of the
company after a certain point if it cannot reposition its appeal towards the younger
generations. Thirdly, the packaging is not good or up to the standard of the current
big players. This might impact adoption of the products. They have been trying to
manufacture products in a lot of categories but only a select few have been
successful. They should try to build those into bigger brands rather than investing
their resources in a lot of products so as to gain market share. They are not focused

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as of now. Despite having a wide distribution network, Patanjali does not sell their
products through kirana stores as extensively as other FMCG giants. This is crucial
as one of the insights regarding consumers’ purchase of FMCG products is that
they purchase them almost 90% of the time through kirana stores. Besides since
they price their products very low, therefore they are not able to give higher
margins to sellers which might lead to strained relations.

Threats
The differentiation that Patanjali has created is in terms of ayurvedic knowledge
and use of herbal and natural ingredients in the products. Secondly, Patanjali
products are generally available at lower price points compared to other branded
products. However, the competitors can easily make their foray into the herbal
space and they can spend big bucks on marketing their products as well. Besides
they have stronger distribution channels. Secondly the bigger companies can
always create newer brands to start a price war with Patanjali (e.g. Colgate created
Cibaca Vedshakti and is selling at lower price than Patanjali)10. This might drain
Patanjali’s resources in the long run compared to the bigger companies who can
burn more cash. Another strong point of Patanjali is the backward integration with
local farmers to source their products. However other FMCG companies are also
doing that to some extent. If they begin to extend their backward integration, then
it might create sourcing problems for Patanjali.

Opportunities

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The targeting can be changed to appeal to younger generations as it is yet to
capture that segment. For this they need to build a good brand which they can do
by working on advertising and packaging that appeals to broader segments. They
are trying to acquire more food parks in India so as to solve the problem of
sourcing. This will create stability in the availability of products and they can cater
to the increased demand. They can scale up even more through franchise model or
tie-ups with more supermarkets/hypermarket chains. Finally, it can price its
products a bit higher, especially the best-selling ones as people have become loyal
and are willing to pay a premium. This benefit can be passed on to the sellers in the
form of higher margins which would lead to better sales.

Targeting
Currently Patanjali is competing in all FMCG categories catering to the whole
population, which is otherwise called Total Market Coverage Targeting Strategy.
They have diversified into almost all categories like oral care, hair care, skin care,
groceries, health drinks & supplementary, packaged food etc. Also since they
have no differential products within the same product portfolio, this substantiates
the fact that they are not targeting any particular segment, rather serving the whole
population with their offering. To reach to the maximum number of potential
customers, it has to target specifically though. The house wives and the elderly of
the house are the influencers and decision makers in the purchase process of
Ayurveda products. By just producing packages with South Indian languages, the
south market can be targeted.

At present Patanjali is contending in all FMCG categories obliging the entire

populace, which is generally called Total Market Coverage Targeting Strategy.

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They have expanded into all categories like oral care, hair care, healthy skin, basic
needs, health drinks and packaged beverages and so on. Additionally since they
have no differential items inside the same item portfolio, this substantiates the fact
that they are not focusing on a specific section, rather serving the entire populace
with their advertising. To reach to the greatest number of potential customers, it
needs to be more specific in its targeting though. The housewives and the elderly
of the house are the influencers and chiefs in the buy procedure of Ayurveda
items. By simply producing packaging with South Indian dialects, the market in
the south can be focused on.

Positioning
The positioning statement of Patanjali is derived to come to the following:“For the
mass Indian consumers, Patanjali Ayurveda offers the complete range of
unadulterated natural/herbal/ organic products which are a healthier alternative to
the other FMCG products at a significantly lower price.” Ramdev wants to
associate Patanjali holistically with Arogyam eco-system, which means disease-
free long life. This is actually tying up of yoga, pranayama and Ayurveda to create
such a possibility, something which Ramdev banks on.He also links the idea of
indigenous (Swadeshi) to the company’s products and does cause marketing for the
company by saying that they are helping the farmers to earn more. He projects
Patanjali as a not-for-profit company and that it is there to serve the masses.

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 CHAPTER: 4
FINDING AND
ANALYSIS

LOYALTY INTENTIONS

# Question Total Mean Frequency Variance Standard

Responses cy

deviation

1 I intend to buy products of this 100

brand in the near future
2 I intend to buy other products of 100
this brand
3 I consider this brand my first choice in its100
different product
categories

4 I say positive things about this 100

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 brand to other people
5 I have or would recommend this 100
brand to someone who seeks my
advice
6 I don’t bother looking at 100
alternative brands; this brand is
good enough for me
7 If this brand were to raise their 100
prices, I would continue to buy
their products
8 If this brand was NOT available, it 100
would make huge difference to me
# Question Total Mean Frequency Variance Standard

Responses deviation

1 High quality 100

2 Traditional and herbal 100

3 Cheaper products 100

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CONSUMER PERCEPTION

# Question Total Mean Frequency Variance Standard

Response
s deviation

1 For older people 100

2 For younger people 100

3 A modern innovative brand 100
4 Buy its products being an indian 100
herbal brand
5 Buy its products NOT because of 100
spiritualism associated with the
brand

BRAND IMAGE
1. GENDER

# Answer Response % Variance Standard

deviation

1 Male 53 53%

2 Female 47 47%

Total 100 100%

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MARITAL
STATUS

2. AGE

# Answer Response %Variance Standard

deviation

1 below 18 3 3%
2 19 to 25 63 63%

3 26 to 35 19 19%
4 36 to 55 14 14%

5 55 and above 2 2%
Total 100 100%

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 # Answer Response% VarianStandard

deviation

1 Married 27 27%
2 Widowed 0 0%

3 Divorced 0 0%
4 Separated 0 0%

5 Never 73 73%
married

100
Total 100 %
EDUCATION
4. LEVEL

# Answer Response%VarianceStandard

deviation

1 Primary 0 0%
Seconda ry
2 4 4%

Graduat e
4 Post 55 55%
5 37 37%

graduate
Doctorat e
6 4 4%

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 100
Total 100 %

5. PROFESSION

# Answer Response % Variance Standard

deviation

on

1 Retired 0 0%
2 Civil 20 20%
servant
3 Private 9 15%

sector
4 Self 2 3%
employed
5 Student 61 61%

Total 100 100%

H1: Brand image will not be positively associated with brand loyalty.

INTERPRETATION: There is significant correlation between Brand Image and

Brand Loyalty.

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H2: Brand image will not be positively associated with consumer perceptio

H3: Consumer perception will not be positively associated with Brand loyalty.

H4: Gender will not be positively associated with loyalty intentions

H5: Gender will not be positively associated with consumer perception.

H6: Gender will not be positively associated with brand image.

H7: There will not be positive relationship between brand image, consumer
perception and loyalty intentions

Marital status of customers of PATANJALI PRODUCT

Marital Status No. of Respondents %age of Respondents

Married 39 39%

Unmarried 61 61%

Total 100 100

Married
39%

Unmarried
61%

Statement : Awareness of the PATANJALI PRODUCT among

customers

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 Awareness No. of Respondents %age of Respondents

Yes 100 100%

No 0 0%

Total 100 100

No
0

Yes
100

Awareness of the PATANJALI PRODUCT among customers

Interpretation: All the customers are aware about PATANJALI PRODUCT.

Statement : PATANJALI PRODUCT are of high quality

No. of Respondents %age of Respondents

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 Strongly Agree 29 29%

Agree 57 57%

Neutral 2 2%

Disagree 8 8%

Strongly Disagree 4 4%

Total 100 100

Column1, Agree,
57

Column1,
Strongly agree, 29

Column1, Column1,
Disagree, 8 Strongly disagree, 4
Column1,
Neutral, 2
Column1, , 0

PATANJALI PRODUCT are of high quality

Interpretation: 57% of the customers believe that Patanjali offers good quality of
products whereas 4% of the customers are not satisfied with the quality of products
offered by Patanjali.

Statement 5.9: Prices of the PATANJALI PRODUCT are

fair

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 Prices of the PATANJALI PRODUCT are fair

No. of Respondents %age of Respondents

Strongly Agree 44 44%

Agree 31 31%

Neutral 5 5%

Disagree 10 10%

Strongly Disagree 10 10%

Total 100 100

Prices of the Patanjali producCtosluamrne1,fSatirrongly

agree, 44

Column1, Agree,
31

Column1, Column1, Strongly

Disagree, 10 Column1, Neutral, disagree, 10
5

Prices of the PATANJALI PRODUCT are fair

Interpretation: 44% of the customers think that the price of PATANJALI

PRODUCT is fair but 10% of the customers think that the price of the
PATANJALI PRODUCT is not fair.

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Statement : PATANJALI PRODUCT have appealing
packaging

PATANJALI PRODUCT have appealing packaging

No. of Respondents %age of Respondents

Strongly Agree 29 29%

Agree 42 42%

Neutral 4 4%

Disagree 17 17%

Strongly Disagree 8 8%

Total 100 100

Column1, Agree,
42
Column1,
Strongly agree, 29

Column1,
Disagree, 17 Column1,
Strongly disagree, 8
Column1, Neutral,
4

PATANJALI PRODUCT have appealing packaging

Interpretation: 42% of the customers believe that PATANJALI PRODUCT

have good packaging while 8% customers are not satisfied with the packaging of
the PATANJALI PRODUCT.

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Statement : PATANJALI PRODUCT have natural
ingredients
PATANJALI PRODUCT have natural ingredients

No. of Respondents %age of Respondents

Strongly Agree 27 27%

Agree 73 73%

Neutral 0 0%

Disagree 0 0%

Strongly Disagree 0 0%

Total 100 100

Strongly
Agree 27

Agree
73

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 Suggestion
Stock-out

With almost 600 products scattered in multiple FMCG categories, the product
portfolio of Patanjali is large and has become inconsistent, which is causing
confusion among customers and also shifting away from its core value
proposition. For example, the Products or biscuit category falls neither under
the Ayurveda bracket nor it is an Indian food or recipe, both of which were core
to Patanjali. Also just by flooding the market initially with the sheer volume of
their numerous products, now it is posing challenge to the company to maintain
demand-supply, to avoid stock-out of best-selling products & clearing the less
selling products.

Recommendation - Patanjali should cut off manufacturing or marketing the

products which are not aligned with their core value of providing Ayurvedic
products which has health benefits. By this, they can retain and strengthen their
position as the market leader in Ayurveda and herbal products. Also by this
process, they will have a smaller portfolio than present, which will enable them
to divert all these resources into those products. Quality will enhance
significantly, packaging can be improved & steady demand-supply can be
maintained as a result along with many other possibilities.

Fill rate and sporadic supply

The supply & distribution of Patanjali is inadequate & sporadic. Many a times,
there is more supply than required and at times, there is very low supply.
According to one source, the fill rates of Patanjali products are in the range of
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40-50 per cent. On the other hand, multinational consumer goods companies
such as Nestlé and HUL have a fill rate of 85-90 per cent. The distributor
margins are as low as 5% compare to 8-10% as offered by other FMCG
companies. Most of Patanjali products are hence sold on MRP owing to very
low margins.

Recommendation – Cutting down the existing SKU to a reasonable number

will help Patanjali gain traction as they can optimize on the supply demand and
give a little more margin to the distributors & retailers. In the second phase, we
recommend increasing the production capacity by increasing the number of
production units. As a result, they can leverage economies of scale and hence
work on the adequate & timely supply as well as give a better margin to the
distributors & retailers. In the light of this, it should consider setting up
production plants in South India to enter more aggressively in this market.
Overall, a hub-and-spoke model would be beneficial for a smooth Pan-India
distribution. Also, careful selection of distributors is recommended who
understand their local supply-demand well. To increase reach, it should be
available in local kirana stores too.

Outsourcing

Outsourcing & quality has always been a concern for Patanjali. Many of its
products like biscuits, corn flakes etc. are outsourced to other companies, only
the marketing & final product is rolled out under Patanjali brand. This has
raised questions over the Ayurveda offering of those products as well as the
quality. Instances have been found where insects, fungus were found in its
packaged products, products are stocked with a future manufacturing date etc.
All these is causing a trouble to the brand. Though Ramdev wants customers to
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believe that this is some sort of conspiracy by the MNCs, in the long run it
won’t help. 23

Recommendation – It is observed that manufacturing of only those products

are outsourced which is not a core offering of Patanjali nor align with its values
like the biscuits and cornflakes. Hence Patanjali should really consider moving
out from such categories. As a result, they can keep the quality of their core
offerings intact which are mostly manufactured in-house. Also, since by this
process they are cutting short their portfolio, they can focus more on the quality
of the present products. Over top of this, they should still implement stringent
quality check and assurance process. This can be done by periodic industry
standard quality testing & publishing the results in public.

Advertising spend vs low prices

With a high ambition of directly taking on the MNCs, of lately Patanjali has
started spending a bomb on their advertising & promotion. Only in the first two
quarters of the current fiscal year, it is estimated that Patanjali has spent around
Rs 360 crore, which is around 7% of FY2015 sales revenue of Rs 5000 crore,
while the operating margin was around 23%. Naturally, this will put pressure to
increase the price.

Recommendation – Since the company is in its growth phase, it is natural that

it will have ambitious plans ahead. We recommend that in the light of such
plans, it should always think in the long term and do not suddenly increase the
price of its products since most of customers are still in adoption stage and
diffusion needs time. Increasing the price to bear the cost of promotions and

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other activities may prove fatal to the company and the customers may switch
back to the commonly available FMCG goods.

Hindi packaging vs South India sales

Most of the package and promotion are in Hindi only, with few instances where
English is used alongside Hindi. While it is understandable that Patanjali
wanted to evoke a Swadeshi feeling and creating an issue among customers.
Many a times, a customer gets discouraged from purchasing a Patanjali product
since he does not understand Hindi script about what is written on the pack or
what is in the promotional poster. Overall, it hinders the adoption and diffusion
in South India particularly.

Recommendation – We recommend that it is high time that Patanjali

considered using vernacular language of respective states of South India in both
their promotion and packages there. This will result in a greater connect
between the brand and the customer, which is expected to result in the increase
of sales of Patanjali products.

Unfocussed product launch

Following a strategy of increasing market share, Patanjali has flooded the

market with its huge variety of products, which are launched very frequently
and in very short duration between two launches. This huge array of product
line often confuses the customer and also deviates the company from its original
value offering of Ayurveda products. Few products sell well, while some
products take a long time to clear the shelf since the customer might find a
better alternative.

Recommendation – It is already recommended previously that Patanjali should

cut down the product lines which are not aligned with its core offering. Apart

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from that, Patanjali should consider going for a trial version with samples in a
small locality. If the product clicks, then only they should go for mass
production scale for that product.

Over-reliance on Ramdev

Since Ramdev is at the heart of the brand, any attack on the personality of the
individual is like a direct blow to the brand itself. Time and again, Ramdev did
come on the limelight for various reasons like using his influence and political
tie-ups to get cheap lands and other incentives. This creates an adverse effect on
the Patanjali brand itself.

Recommendation – It is true that without Ramdev, the success story of

Patanjali might be different. But still with concern with the above issue,
Patanjali should start linking the product quality and features and other related
stuff in their promotion than depending on Ramdev alone.

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 Conclusion
Baba Ramdev’s Patanjali has made disruptive progress in the FMCG sector.
Within a span of less than 10 years, it has displaced ayurvedic market leaders
like Emami and Himalaya. Patanjali has become synonymous with ayurvedic
products. While the total demand is not being satisfied as of now, efforts are on
to increase sourcing so as to maintain steady supply of raw materials. The fill
rate is 45-50% and can only increase from now on. They have increased their
margins for franchise stores as well as retail chains to around 10% and thus are
getting better placement on the shelves. They are focused on serving the masses
and thus cut corners in packaging and advertising. This is changing as they are
spending on advertising recently. The radio campaign is the first proof of that.
Ramdev Baba’s charisma has pushed Patanjali to grow over 10 times in a span
of less than 10 years. The FMCG giants are also taking steps to check the
advancements of Patanjali. However now that it has gained traction in the
market and there is overwhelming demand for its products, it will be difficult
for them to win back their lost market shares.

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 LIMITATIONS
 Because of time constraint sample size was the scope of this project is
limited to areas in New Delhi only.

 The estimates are done on average basis.

 The project had scope for future research, which was beyond my resource
due to time constraint and work pressure.

 Because of time constraint sample size was restricted on 100.

 Some of the respondents did not respond due to lack of time.

 Some were biased towards their brand, which might not be giving them good
service.

 Sometimes even if the retailers were not using Patanjali but he used to say
that the brand he is using is Pepsi because of low awareness level of other
brands.

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 APPENDIX
Appendix 1: Growth rate of FMCG industry

Actual Growth %

25%
22%
Forecasted Growth %
20%

20%
17%

15% 13%
12% 12%

10%

10%
7%

5%

0%

2009 2010 2011 2012 2013 2014 2015 2016

Appendix 2: Sales and growth rate for personal care products in India

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 Product Line Sales Value in 2015 (INR Bn) CAGR 2010-15 (%)

Bath and Shower 201.2 12.6

Hair Care 175.5 16.5

Oral Care 105.3 13.7

Skin Care 103.7 20.4

Men’s Grooming 75.4 20.5

Color Cosmetics 53.8 25.5

Deodorants 30.5 30.9

Depilatories 12.7 25.8

Total 747.6 16.5

Appendix 3: Market share of top 5 FMCG companies in India

Company Market Share in 2015 (%)

Unilever Group 27.9

Colgate-Palmolive Co 6.7

Proctor & Gamble 5.2

L’Oreal Groupe 4.5

Dabur India 4.2

Appendix 4: Price comparison between Patanjali and competing brand/market

leader
(Source: Amazon)

Patanjali Price

Product Size (g) price in Rs. Competing Brand Size (g) In Rs.
Toothpaste 200 75 Colgate 100 50

Aloe Vera Gel 150 75 Green Leaf 500 324

Coconut Oil 200 65 Parachute 250 72

Amla Juice 1000 100 Healthvit 500 190

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 Anti-Dandruff Shampoo 200 100 head and Shoulder 180 135

Herbal Mehndi 100 35 Khadi Sudha 100 60

hair cleanser shampoo 200 70 pantene 340 180

Cow Ghee 500 230 Amul 1000 395

Handwash 250 55 Dettol 215 70

Amla Hair Oil 100 40 Dabur Amla 275 111

Saundarya Face Wash 60 60 Clean and Clear 100 110

Neem Tulsi Face wash 60 45 Himalya Neem Face 200 150

Almond Hair Oil 100 50 Bajaj Almond 100 57

Mix Fruit Jam 500 70 Kissan Mix Fruit 700 145

Chyawanprash 1000 250 Dabur Chyawanprash 1000 295

Shikakai Hair Cleanser 200 95 Lotus Herbal 200 150

Agarbatti 28 30 Cycle 1 100

Garam Masala 100 65 MDH 100 72

Saundarya Swarankanti cream 15 399 L'oreal white 50 745

Moisturizer Cream 50 75 Nivea Soft 100 150

Aloe Vera Body Soap 75 13 Vivel Aloe Vaera 100 24

Detergent 1000 185 Surf Excel 1000 200

Kesh Kanti Hair Oil 120 130 Himalaya Hair Oil 200 180

Corn Flakes 500 145 Kellogs 475 164

Tomato Ketchup 500 70 Kissan 500 100

Sun Screen 50 98 Lakme Sunscreen 120 220

Atta Products 75 15 Product Atta 80 15

Honey 250 70 Dabur Honey 250 100

Patanjali Atta 10 300 Ashirwad 10 325

Patanjali Choco Biscuits 70 10 Britannia Goodday Choco 150 40

Appendix 5: Product placement in retail chains: Bottom shelves owing to low

margins

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 Appendix 6: Product Life Cycle for Patanjali products

BIBLIOGRAPHY

BOOKS REFERRED :

Marketing Management – Philip Kotler, Eleventh edition.

Research Methodology- R.C. Kothari, Second edition.

3. Marketing Research- Harper W. Boyd, Jr. Ralph Westfall, Stanley F.

Stasch, Seventh edition

WEBSITE:

1. Patanjali website. – www.Patanjaliayurved.org

2. Indiainfoline.com.

3. Google.com.

NEWS PAPER:

1. Economic times. 2. Times of India.

MAGAZINES:

1. Business today. 2. Business World.

2. Business India.

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JOURNALS:

Annual Journal Report of Patanjali India Ltd.

QUESTIONNAIRE
Do you know Patanjali?
(a) Yes (b) No

Do you buys Patanjali's Product?

(a) Yes (b) No

(c) Can't say

If yes, then why Patanjali?

(a) Taste (b) Quality

(c) Price (d) Availability

If no, then why not?

(a) Price (b) Health conscious

(c) Taste (d) Can't say

How often do you buy Patanjali's Product?

(a) Frequently (b) Occasionally

(c) Rarely (d) Never

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How do you feel about Patanjalis Product?
(a) Good (b) Very Good

(C) Neutral (d) Bad

On what occasions do you buys Patanjali's Product?

(a) Festivals (b) Birthdays

(c) Gift (d) Mood

Do you think of a specific brand when you buy Product?

(a) Patanjali (b) HUL

(c) P&G (d) Others

Which brand of Product do you like most?

(a) Patanjali (b) HUL
(c) P&G (d) Others

10. How do you feel regarding price of different brands of Product?

Patanjali- High/Low
HUL -High/Low
P&G -High/Low
Others -High/Low

How easily do you get different brand of Product?

(a) Easily (b) Not easily

(c) Rarely

Among which brand of Product, the taste is good?

(a) Patanjali (b) HUL
(c) P&G (d) Others

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If the price of another brand of Product were reduced would you shift your brand?
(a) Yes (b) No

Do you have any grievance before the company?

(a) Yes (b) No

(c) Not certain

Do you have any suggestions regarding the product?

(a) Yes (b) No

(c) Not certain

If any suggestions for the company

……………………………………………………………………………………………………………
………………………………………………………

Thanking You

Date: ( )

Signature

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