The everyday business at Patanjali’s Haridwar office starts on the dot at 9 am with the chanting of ‘Om’. While this may not look like the typical office scene, Avinash Kumar who heads marketing at Baba Ramdev’s multi-crore FMCG company believes their value for time has helped build the country’s fastest swadeshi brand.
Kumar who was present at ad:tech in Delhi revealed some facts about the brand that may surprise you.
He mentioned that no one at Patanjali is given any instructions. ‘Self-motivation’ drives the company’s daily functioning. While Baba Ramdev has been representing yoga since 1995, no penny was spent to grab eyeballs. As the yoga guru took on entrepreneurship, he understood that over the time marketing spends need to be allocated for various business reasons.
Kumar points out that it was only in late 2015, that brand Patanjali decided to get into mainline advertising. And, that’s has been an additional driving force for the sales of the company. Boardroom meetings at Patanjali are never about their competition because they deal with different kinds of worries these days.
Today, Baba Ramdev and his team are constantly thinking about ways to maintain supply chains. Massive demand has been generated because of aggressive marketing, claims Kumar. “Earlier Indians considered made in India products as sub-standard. Today with the range of products that we have and the price point we operate in, we are changing perceptions,” said Kumar.
Recently, Patanjali experimented using mobile marketing interestingly for its baby care and beauty products. Kumar mentioned that convincing Baba Ramdev is not difficult but what he often looks for is wise investments that would overall lead the company’s business.
Going forward, Patanjali plans to scale up its production and maintain its brand interest in the minds of the common people. This FMCG company’s story is very startup like but we’ll have to wait and see if it can maintain and later up its market share, at a time when brands of all shapes and sizes are leaping aboard the herbal and ayurvedic bandwagon.