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Patanjali is taking over the entire Ayurveda industry | Business Insider

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Patanjali is taking over the entire Ayurveda industry

More :ViccoPatanjali Ayurvedaindian ayurveda industryhimalaya

Patanjali is taking over the entire Ayurveda industry

BI India Bureau1Mar 18, 2016, 01.05 PM

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Until a few years back, herbal product markets in India had just two names to
reckon for, Baidyanath and Vicco. However, in 2006, a new company entered the
market and in just 10 years, it has left behind both these companies.

Yoga guru Baba Ramdev's Patanjali Ayurved has set on a wave of Ayurveda love in
the country, which has resulted in it being a successful business model using
traditional products and the ancient system of medicine.

This wave has also inspired the other two companies to pull up their socks and
cash on to the increading popularity of Ayurvedic products.

The reason why some of these companies dealing in Ayurvedic products, like
Vicco, Sandu, Amrutanjan and Charak, were not able to attract Indians to them
was their limited portfolio, which never went beyond the traditional products.
However, Patanjali sells products ranging from detergents and toothpaste to
ghee, atta and noodles in an FMCG market, thereby making Ayurvedic products a
big deal in India.

This success of Patanjali Ayurved has inspired other gurus like Sri Sri Ravi
Shankar, Sadhguru Jaggi Vasudev, Ram Rahim as well as Aurobindo Ashram to enter
the consumer segment with Ayurveda-centric products.

However, Kolkata-based Baidyanath is of the opinion that they don't need to


rival Patanjali, Dabur or Himalaya in the core FMCG segments. "We have been here
for 100 years and want to survive another century in a sustainable way. No point
getting into all FMCG segments and be a fringe player," Ameve Sharma, its
third-generation scion, told ET.

Coming back to Patanjali, why a company the originated in 1997 as a small


pharmacy has reached these heights? The reason is the nonconventional approach
of catering to categories like noodles, oats and detergents.

"What we have done is consistently focused on quality and pricing. Ask


consumers about our product quality. Why are repeat purchases coming? It's
because of the quality we are offering consumers," said SK Tijarawala,
spokesperson of Patanjali Ayurveda. "As far as pricing is concerned, we are
trying to give consumers the best possible prices.
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Tej R Visakhapatnam 1 year ago

Whats increading popularity ?? Kindly correct the spelling

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