Consumer behaviour strategies of Patanjali Ayurveda.

Coming to a halt in the series of Patanjali Ayurveda Limited with this final write up, I would like to share some more information about the enterprise. Purpose behind sharing these write ups is to make young management students aware how country’s traditional methods can make an enterprise on the top of the highest business making FMCG companies. In this write up I would like to share some unknown facts about Patanjali and its associates.

In my previous writes, I shared pricing, products and distribution strategies and functionaries of Patanjali Ayurveda Limited and this time my focus will be more on understanding consumer behaviour strategies of PAL. The company, having already surpassed many brands and very close to surpass various MNC giants, is making nights sleepless for competitors. There have been many attempts to damage the image of the Patanjali products. Baba Ramdev, face of the company has launched various campaigns against corruption and black money and his campaigns were supported by various political or non political groups but got some rivals as well who consistently tried to impair the image of the Patanjali products but confident ‘Baba’ always got the products out of the controversies.

There is another name behind Patanjali Ayurveda whom all might not be aware of is Acharaya Balkrishna, a close accomplice of Baba Ramdev. Balkrishna is said to handle all financials of the PAL and he has 92 percent shares in the company. The duo knew the only on the basis of ayurvedic products and remedies, PAL could not make access to all consumers segment, so they tried to understand consumer behaviour in FMCG market.

Baba knew that traditional products will not be appealing for consumers to drive them to buy the products as all consumers has different needs, requirements and expectations from the products. Children cannot be stopped to eating candies, flavored drinks etc, biscuits has ever lasting combination with tea and snacks, young generations are so health conscious that they start their day with cereals and flakes, women always tend to incline for beauty and cosmetic products. Without meeting these expectations of the consumer market, rights could have not been enthusiastic for PAL, so same was done.

All Indians are health conscious and good health was made the main factor behind the all publicities and campaigns of the Patanjali products. Another very important factor in consumer market is availability and packaging quantity of the products. In the previous writes, distribution was more elaborated but this time my focus will be more on package quantity strategies of PAL. An individual, a traveler, a small family and a joint family, all prefer to buy a product for a periodic consumption to minimize the wastes and cost. There is a big consumer segment which prefers to have a trial of the products by consuming small packing. PAL availed small sachets and packing of dental cream, shampoos, cosmetics and other products range to give trial to maximum number of consumers.

Move to any Patanjali Swadeshi Kendra (an exclusive selling point of PAL products) or and retail mart where Patanjali’s products are sold, a complete range will be displayed with all packing sizes. Consumer will not be able to stop himself to add some trial packs in the shopping carts. Once consumers start consuming the products, it becomes their tendency to repeated buying of the products.

Market experts have observed all consumers segments using Patanjali’s different products and see ayurvedic benefits of the products. PAL’s competitors are not able to anticipate the future moves of the company but it’s sure that there must be long closed door meetings of the officials to execute strategies to retain their market position. It’s hard to predict whether the unstoppable Baba’s pace will be slowed or not but as long as consumers will be getting diversity and innovations in products, Patanjali will be moving with same or more pace.

Also read the similar articles –

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

Rise of Patanjali Ayurveda – not a coincidence but strategy.

Rise of Patanjali Ayurveda – A coincidence or a strategy?