Patanjali Ayurveda Limited, an FMCG based Indian company based in Haridwar, is now creating a lot of buzz in the FMCG space. The brand gained a lot of space on the Indian shelves of the house pushing away the big marks. The journey so far has not only baffled the marketing gurus, but also stands as a testament to the principle of "Offering products that meet customers' needs for successful participation."
Patanjali was started in 1997 as a pharmacy store to manufacture health care products in Haridwar. He joined as a company in 2006 and soon began to demonstrate his style. The company that had revenues of 162 cr in fiscal year 10 has raised to humongous revenue of Rs 2500 Cr Company in FY15, recording a growth of 14 times. The company also establishes a Herculean target to become Rs 10,000 Cr Company by the end of FY17.
Sales and distributions
Patanjali Ayurved sells through almost 4,700 retail outlets from May 2016. Patanjali also sells its products online and is planning to open outlets at railway stations and airports. Patanjali Ayurveda has tied up with Pittie Group and Kishore Biyani Future Group on October 9, 2015. According to the relationship with Future Group, all Patanjali consumer products will be available for direct sale at the Future Group. Patanjali Ayurveda products are also available in modern trading stores, including Reliance retailer, Hyper City and Star Bazaar apart from online channels. Patanjali Ayurved, co-founded by yoga guru Ramdev, is targeting Rs 10,000-crore income in 2016-17, after sales grew 150 percent in the previous year to Rs 5,000 crore.
Patanjali Ayurved has also begun its expansion of consumer goods in the form of dealership and distribution channels throughout the country and expects further growth in overseas distribution as well.