The Epic Rise of Patanjali: Game-changer in Indian FMCG Industry

Demystifying the unusual growth story of Baba Ramdev’s Patanjali Empire.

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“An Indian, who built Yoga empire, a product and symbol of the New India, A yogic fusion of Richard Simmons, Dr. Oz and Oprah Winfrey, irrepressible and bursting with Vedic wisdom.” – New York Times on Baba Ramdev.

Overview

What started in 1997 as a small sized pharmacy, Patanjali Ayurveda Ltd. (PAL), today, is arguably the fastest growing company in the Indian FMCG sector, a USD 50 Billion industry once dominated by multinational behemoths – the likes of Unilever, P&G, Nestle, Colgate – Palmolive, Johnson & Johnson. From shampoo and biscuits to ghee and noodles, and now apparel and footwear – no other indigenous company has built such a well-diversified product portfolio. It has grown more than ten times in revenue in last five years, an unparalleled feat in India’s FMCG industry. The company which is targeting revenues of Rs. 10,000 crore for FY 2016-17 and Rs. 20,000 -25,000 crore in FY 2018 has extensive sales channel of over 5000 distributors, 15,000 stores, and 100 mega-marts. Moreover, it has also tied up with retail chains like Future Group, Reliance Retail, Hyper City and Star Bazaar as well as leading e-commerce platforms. The recent announcements of Rs. 1,600 crore food park in Noida and Rs. 1,200 crore production facility in Assam as well as the buzz around Patanjali’s plans to go public signals the company’s robust expansion plan. Continue reading “The Epic Rise of Patanjali: Game-changer in Indian FMCG Industry”