Let’s explore Ayurveda Maverick-Patanjali’s Marketing Strategy: Unveiling the secrets behind Patanjali’s successful marketing approach.

The Indian consumer remains one of the most challenging markets of the  world. A number of international brands like Chevrolet, Ford, found it  impossible to sustain, while on the other hand, brands like Nestle, Kellogg’s etc. still struggle to meet the consumer expectations. This is because of two main  reasons:

1. Price Competition 

Majority population in India have an inclination towards cheap products. They  are ready to compromise on quality but not on quantity. Hence, companies  often find it difficult to pitch their product against local products.  

2. Consumer Preference 

Indian consumer is highly driven with emotions. Hence, a bit offensive  advertisement or an unruly statement costs a fortune to the company. For  example: Tanishq ad wherein makers were slammed to show inter faith marriages. Hence, it is very difficult to assume the consumer emotion in India.  

However, one brand which used people’s belief system into it’s favor is Patanjali Ayurveda.  

About Patanjali 

Patanjali Ayurved Limited, founded by Baba Ramdev and Acharya Balkrishna in  2006, was established to promote and sell ayurvedic medicines and yogic  practices has now emerged as a disruptive force in the Indian consumer goods  industry with a plethora of consumer goods ranging from biscuits to even  protein bars. With its emphasis on natural, Ayurvedic products and a unique  marketing strategy, Patanjali has swiftly captured a significant market share  across various product categories. With a valuation of above 30000 crore  rupees and Q4 net profit of rupees 264 crores, it is one of the largest fast  moving consumer goods company in India. Recently, it acquired Ruchi Soya, 

which is a listed company primarily operating in business of soybean products like soyabean chunks with brand name Nutrela etc.  

The Founders 

Baba Ramdev and Acharya Balkrishna are the driving forces behind the success  and growth of Patanjali Ayurved Limited. They co-founded the company in  2006 with the shared goal of promoting Ayurveda and providing natural,  traditional alternatives to various consumer products. Their combined efforts  and unique roles have played a crucial role in shaping Patanjali’s marketing  strategy and overall success. 

Baba Ramdev: 

Baba Ramdev

Baba Ramdev is a well-known yoga guru and spiritual leader in India. He is also  a proponent of Ayurveda and holistic health practices. Ramdev’s popularity and  charisma have been instrumental in promoting Patanjali products.

He is often seen in promotional campaigns and advertisements for the brand. His yoga  programs and health workshops have also contributed to Patanjali’s visibility  and credibility in the market. Ramdev’s public persona and commitment to  promoting traditional Indian wellness practices have helped establish Patanjali  as a trusted brand in the minds of consumers. 

Acharya Balkrishna: 

Acharya Balkrishna

Acharya Balkrishna is a close associate of Baba Ramdev and serves as the  managing director and primary strategist of Patanjali Ayurved Limited. He is a  renowned Ayurvedic expert and researcher. Balkrishna’s deep understanding of  Ayurvedic principles and formulations has been crucial in the development of  Patanjali’s product line.

Under his leadership, the company has focused on  creating products that align with Ayurvedic principles while also adhering to  modern quality standards. His expertise in traditional medicine and his  business acumen have been pivotal in the company’s rapid expansion and  diversification.

Together, Baba Ramdev’s public presence and Acharya Balkrishna’s expertise  have created a synergy that drives Patanjali’s marketing strategy and business  growth. Their shared vision of bringing Ayurvedic products to the masses, combined with their innovative marketing tactics, has enabled Patanjali to  capture a significant market share and challenge established players in the  consumer goods industry.

The duo’s commitment to promoting wellness,  natural ingredients, and Indian values has resonated with consumers,  contributing to Patanjali’s remarkable journey in the market. 

Patanjali’s Marketing Strategy 

Patanjali uses a plethora of marketing techniques to connect with people and  persuade them to buy it. However, it essentially revolves around following  aspects 

1. Focus on Ayurveda and Natural Products: Patanjali’s primary marketing strategy revolves around its emphasis on natural and Ayurvedic products. They positioned themselves as a brand that offers products  based on traditional Indian wellness practices, tapping into the growing  demand for natural and herbal products. 

2. Nationalism and Swadeshi Movement: Patanjali often used a patriotic and nationalist narrative in its marketing. They marketed themselves as a  ‘Swadeshi’ brand, encouraging consumers to support Indian products  over foreign ones, aligning with the Swadeshi movement. This resonated  with consumers who were looking to support local businesses. 

3. Celebrity Endorsement: Baba Ramdev, one of the co-founders, is a well known yoga guru and spiritual leader in India. His popularity was  leveraged to endorse Patanjali products, adding credibility and trust to  the brand. Hence, Patanjali not only cut costs on account of celebrity promotion but also carries out celebrity promotion through Baba Ramdev. 

4. Affordability and Value for Money: Patanjali products were priced  competitively, often lower than their competitors. This strategy aimed to attract price-sensitive consumers who were looking for value for their  money. Marketers often question the sustainability of pricing model of Patanjali. 

Patanjali prices it’s unpopular products lower and hence, focusses on  quantity. However, it has certain products which are widely accepted and  used like toothpaste, chawanpraash etc. It charges a premium price for  these products, hence, striking a balance. 

5. Diverse Product Portfolio: Patanjali ventured into a wide range of  product categories including personal care, food and beverages, health  supplements, and more. This diverse portfolio allowed them to cater to a  broad consumer base and become a one-stop shop for natural and Ayurvedic products. 

6. Word of Mouth and Grassroots Marketing: The brand gained significant  popularity through word of mouth and grassroots marketing efforts. Baba Ramdev’s yoga camps and TV shows played a role in spreading.

awareness about Patanjali products. Word of mouth is by far the most  effective and efficient promotion method in India. Patanjali recognized it  and put it to use. 

7. Health and Wellness Campaigns: Patanjali often conducted health and  wellness campaigns, promoting yoga, Ayurveda, and healthy lifestyle  practices. These campaigns not only promoted their products but also  aligned with their brand identity. While visiting a Patanjali store, a  consumer can often find a “free ayurvedic consultation” cabin. It not just  serves as a free service but people buy medicines manufactured by  Patanjali prescribed by the practitioner. 

8. Quality Assurance and Transparency: The brand emphasized the use of  natural and herbal ingredients, and they communicated this  commitment to quality and transparency in their marketing. This  resonated with health-conscious consumers. Whether marketing it’s fast  moving consumer goods or covid medicine, Patanjali revolves around  ayurveda which is trusted by people in India irrespective of government  certifications and validations. 

9. Digital Marketing and Social Media: Digital marketing includes websites  for products, social media platforms, etc. refers to the use of digital  platforms. Although Patanjali achieved her initial growth primarily  through social media and word-of-mouth marketing, she has begun to  combine digital marketing and social media platforms to reach a wider,  tech-savvy audience.

People’s belief and Marketing  

Patanjali uses people’s belief in every aspect of it’s product promotion. It is one  of those few companies which used cons of Indian consumer market into it’s  favor. This is done as 

1. Nationalist Movement: Patanjali uses it’s nationalist image to market the  product. It successfully launched a battery of products and increased its  market share through nationalist spirit. It showcased how Indian market and it’s consumers are exploited by foreign brands to increase their own  sales. It focused on promoting their product as “swadeshi” which means  “of our own country”.  

Similarly, Patanjali never uses the phrase “Made in India”. It’s product always bear “Made in Bharat” phrase since people consider Hindi as their own  language.  

2. Ayurvedic Principles: People trust ayurveda blindly since it is a part of our traditions and of our everyday life as well. For example: Tulsi leaves  are part of Hindu traditions and are also used as medicinal herbs. Hence,  majority of Indians have a blind faith on Patanjali since it uses herbs as  it’s main ingredient and don’t look for any other certifications.  

3. Leveraging social issues: People have a strong conviction that city  lifestyle damages living. Patanjali used this conviction into it’s favor. The  individuals which resonate with environmental conservation and natural  living would tend to buy “chemical free” Patanjali product to ensure  healthy living.  

4. Yoga and wellness: This aspect acted as a catalyst in the name and fame  of Patanjali. Baba Ramdev started his journey as yogic guru. Steadily  Patanjali introduced and sold “yoga packages” and they were a big hit  amongst newly retired elderlies.  

5. Emotional connect: Baba Ramdev keeps on raising issues which  emotionally affect people. In 2012, he raised issue of black money which  was directly related to people sentiments back then. Hence, through  these types of initiatives, people tend to trust the celebrity on  everything. Therefore, his word of mouth becomes very effective since  he tries to establish an emotional connect with people on other issues as  well. 

Swot Analysis of Patanjali  

Swot Analysis of Patanjali

What is SWOT?  

SWOT refers to strength, weakness, opportunity and threats to an  organization. In this segment, we will look upon SWOT of Patanjali 


1. Strong Brand Identity: Patanjali has built a recognizable and trusted  brand identity, particularly in India, by positioning itself as a promoter  of natural and Ayurvedic products. 

2. Diverse Product Portfolio: The company offers a wide range of  products spanning various categories, which allows them to target a  broad customer base and create multiple revenue streams. 

3. Founder’s Credibility: Baba Ramdev’s reputation as a yoga guru and  spiritual leader lends credibility to the brand, particularly in the  wellness and Ayurveda sectors. 

4. Affordable Pricing: Patanjali products are often priced competitively,  appealing to price-conscious consumers and enabling the brand to  penetrate lower-income segments of the market. 

5. Rapid Growth and Penetration: Patanjali experienced remarkable  growth in a relatively short period, making it a formidable competitor  in the consumer goods sector. 


1. Quality Concerns: Over the years, there have been occasional concerns  about the quality and safety of Patanjali products, which could  undermine consumer trust and brand reputation. 

2. Limited International Presence: While Patanjali has a strong presence in  India, its international reach and recognition are comparatively limited.

3. Dependence on Key Figures: The brand’s popularity is closely linked to  Baba Ramdev and Acharya Balkrishna. The absence or loss of trust in  these figures could impact the brand’s image. 

4. Perception of Being Less Scientific: Some critics have questioned the  scientific validity of Ayurvedic and natural remedies, which could affect  the brand’s appeal to a more scientifically-minded audience. 


1. Growing Demand for Natural Products: The increasing preference for  natural, organic, and Ayurvedic products presents a significant  opportunity for Patanjali to further expand its market share. 

2. Global Expansion: Patanjali can explore opportunities for international  expansion, capitalizing on the global trend of health-consciousness and  interest in traditional Indian practices. 

3. Digital Marketing and E-commerce: Expanding their digital presence and e-commerce operations could help Patanjali reach a wider audience and tap into the online shopping trend. 

4. Partnerships and Collaborations: Collaborations with established  retailers, health and wellness experts, or even other brands could  enhance Patanjali’s credibility and reach.


1. Competition: The consumer goods market is highly competitive, with established multinational brands already holding a significant market share. Competing with these giants can be challenging. 

2. Regulatory Challenges: The natural and Ayurvedic products space is  subject to stringent regulations. Non-compliance or legal challenges  could impact Patanjali’s operations. 

3. Quality Perception: Any incidents related to product quality or safety could have a severe impact on consumer trust and brand reputation. 

4. Changing Consumer Preferences: Consumer preferences are dynamic, and if there’s a shift away from Ayurvedic or natural products, Patanjali could face difficulties in adapting. 

5. Economic Factors: Economic downturns or fluctuations could influence  consumer spending habits, affecting Patanjali’s sales. 


Patanjali’s business philosophy is, at its core, a blend of tradition and  modernity, drawing on timeless beliefs while adapting to the immediate needs  of consumers. Try this. His journey from a small business to a big customer is a  testament to the power of marketing strategy in winning the hearts of  customers. As the brand continues to evolve, it will be interesting to see how it  will change direction in a changing market while staying true to its core values  and beliefs.