Patanjali Ayurved, a small pharmacy just a decade ago, is now an FMCG giant. Now it aims to overtake the country’s biggest consumer goods company Hindustan Unilever, which has been present in India for over 80 years. Baba Ramdev-founded Patanjali’s FY17 sales amounted to Rs 10,561 crore, a third that of the listed HUL, which reported sales of Rs 34,487 crore. Yet, given the pull of its chrismatic brand ambassador, Ramdev, and the meteoric rise of Patanjali, anything is possible.
A key factor behind Patanjali’s rise is a few select products that have become immensely popular with the masses. Below are Patanjali’s top five products and how they compare with rivals, according to Bloomberg.
1. Cow’s Ghee
Patanjali earned a revenue of Rs 1,467 crore from cow’s ghee, a fragmented market with several unorganised players. In the organised branded ghee market, Patanjali is a direct rival to Amul. Branded ghee accounts for about 44 percent of volumes in the overall market, according to market researcher Kantar Worldpanel. Patanjali is the only brand that seems to have a good presence across zones, Kantar Worldpanel said. It has the highest volume share, followed by Amul, Krishna, Milma, Nandini and BRB.
2. Dant Kanti toothpaste
Dantkanti toothpaste earned a revenue of Rs 940 crore from the segment. The company said its share in market stood at 14 percent at the end of March. Rivals include market leader Colgate Palmolive India Ltd. and Dabur India Ltd. Colgate Palmolive saw its share fall to 55.6 per cent in 2016 compared to 57.4 per cent in the previous year, according to its investor presentation. Dabur India, maker of Dabur Red and Meswak brands, said in its earnings conference call that its share in the herbal and ayurvedic toothpaste market rose 1 percentage point in the year ended March amid consumers’ growing preference for such products.
3. Ayurvedic medicines
Patanjali earned Rs 870 crore revenue from ayurvedic medicines, nearly four times compared to its direct rival Dabur India.
Keshkanti shampoo contributed a revenue of Rs 825 crore for Patanjali. Hindustan Unilever is the market leader with a 45 per cent share in shampoos. India’s largest consumer goods maker earned Rs 16,304 crore from the personal care segment, which includes shampoo and soap brands like Dove, Sunsilk, Tresemme and Lux, and skincare products like Fair & Lovely and Ponds cream.
Patanjali’s herbal soap segment mopped up a revenue of Rs 574 crore. HUL, the maker of Lifebuoy, is the market leader in soaps, followed by rivals like Nirma, Godrej Consumer Products and ITC.