Patanjali – A new phenomenon in the FMCG market

The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.

Sai Prasanth C, MBA 2015-17, Vinod Gupta School of Management, IIT Kharagpur


Recently, Dabur has come up with the following claim, Dabur vs. patanjali – Science vs. faith. This talks about the extent to which the board rooms of FMCG giants are talking about Patanjali and its phenomenal growth in India. Patanjali is aiming at globalization with 100 – 200 % rate of development. The reasons to its success canbe mainly contributed to the reverse branding using Baba Ramdev. Some of India’s spiritual leaders are parlaying their influence, usually spiritual as well as political power, to launch a portfolio of consumer products, as millions of Indians, who already follow their sermons and teachings either through television or mass gatherings, welcome their products inside homes

However, this trend is that would drive the organic market growth could be

(i) the implications of an economic definition of organically grown food for consumer demand

(ii) attributes that shoppers consider most when comparing organic with conventionally grown products

(iii) level and characteristics of consumer knowledge and awareness about organic food

(iv) assessment methods and characteristics of organic consumer attitudes and preferences

(v) size of organic price premium and characteristics of consumers’ willingness-to-pay for organic products

(vi) profile of organic consumers

Patanjali with its  low prices and interesting product mix has started to capture the market and hence forcing the other FMCG giants are reviving their natural and ayurvedic brands. The future of Patanjali is something to look out for.


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