Unstoppable Baba. Patanjali now predicts to be top FMCG company by one year.

Yoga teacher Ramdev was all about the turnover asana today as he predicted that his fast-growing Patanjali Ayurved would soon upstage giants like Colgate, Unilever and Nestle. “Colgate will be below Patanjali by this year, and in three years, we will overtake Unilever,” Ramdev told reporters. “Patanjali products would make shut the ‘gate’ in Colgate. The birds in Nestle’s nest (logo) will also fly away.” Market experts attribute strategies in product line, distribution and pricing behind Patanjali’s success but Baba has different opinion.

According to Baba, he is not in consumer market to uproot or dislodge any competitor but to provide consumers with pure, herbal, organic products with no harmful ingredients. Patanjali’s focus is to Indian consumers use healthy products and be healthy forever and consumers too understand the health benefits of Patanjali’s products. Referrals and words of mouth of Patanjali’s consumers are the biggest factors behind such rapid growth of the company.

Patanjali Ayurved is aiming at a turnover of over Rs.10,000 crore in 2016-17, more than double from the Rs.5,000 crore in the last fiscal, said the yoga guru. Asked about reports that his company is eating into the market share of multinationals, Ramdev quipped: “We have not eaten into other companies’ share – we are totally vegetarian.” Baba further adds that Patanjali focus is not to gain any position in the market or any static capitalized figure but to make access of Patanjali throughout India as well as world to maximize the benefits of natural products. Market is flooded with adulterated products and various companies are misleading people by hiding harmful ingredients in various products, we will not do such.

He listed what he believed are the reasons for Patanjali’s growths: “We do not have paid brand ambassadors. Wrestler Sushil Kumar, who features in Patanjali’s ghee add, did the advertisement for free. I am brand ambassador of the company for free.”

Patanjali is planning to invest Rs.1,000 crore this year in setting up five or six new processing units in states like Assam, Maharashtra, Madhya Pradesh, Rajasthan, Haryana and Uttar Pradesh. The Ayurveda-based company, which has been growing exponentially in the last four years, plans to venture into exports and e-commerce this year.

“We will be exporting honey and cosmetics to 10-12 countries, including US, Britain, Canada, African and Arab countries,” said Patanjali managing director Acharya Balkrishna. The company also wants to expand its product base to dairy products and yoga clothing.

“Patanjali curd, cheese and other dairy products will soon be in the market,” Ramdev said. A clothing line in jute is also in the works. Ramdev said Patanjali aims at 4,000 distributors, 10,000 Patanjali stores and 100 mega stores in the country this year.

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