Introduction
The conglomerate Patanjali Ayurveda is an Indian FMCG company that manufactures food products, personal care, ayurvedic medicine and cosmetics. Patanjali promotes natural and ayurvedic ways with help of nearly 300 ayurvedic medications for treating numerous body issues.
Patanjali launched its products with a combined message of “Swadesi, low price, natural and pure” targeting slightly older, middle class consumers from the Hindi speaking region. Slowly gaining customer confidence with its authentic ayurvedic image and high quality products, the market has expanded to tier II and tier III cities and then the metro cities.
The current trend of health awareness and healthy lifestyle gave the brand an added advantage. Patanjali has a vast range of products starting from food, grains, beverages, health care, medicines, personal care, cleaning agents, and Pooja items. Among them its Desi gee, Dantkanti toothpaste and Honey have already made news and forced its competitors to cut the prices.
The existing brand is the leading Indian FMCG company whose product strategy promotes the use of Indian products over foreign brands in the market. The marketing mix of Patanjali Ayurveda has a diverse product offering that includes 400 FMCG goods like beverages, healthcare, baby items, food items, ayurvedic products, beauty products, haircare, skincare and dental care etc. for both men and women.
The company manufactures naturally curated products free of any chemicals that can harm consumers in any way. The product strategy in the marketing mix of Patanjali Ayurveda focuses on product innovation and a diverse product portfolio so that it can cater to the needs of all consumers and their different product needs.
Products in the Marketing Mix of Patanjali
Patanjali’s marketing mix includes a wide range of products. Patanjali’s product line included around 400 different FMCG items. Its whole line of goods is ayurvedic and chemical-free.
Baba Ramdev is continuously pushing Indians to commence using Indian brands and boost the country’s economic growth. Patanjali is preparing to take over all famous brands dealing in beverages and foods.
Patanjali products cater to the following niche:
- Foods – which consists of jams, biscuits, noodles, pulses and many other categories of food products.
- Beverages
- Healthcare & Medicines
- Personal care products
- Cleaning agents
Patanjali offers around 300 remedies to cure a variety of illnesses and diseases, ranging from the common cold to paralysis. Textiles, pants, kurtas, pyjamas, and other items are also priorities for the firm.
Health Care
The marketing mix of Patanjali Ayurveda in the healthcare segment includes digestives, health drinks, ghee, fruit beverages, badam pak, honey and health and wellness
- PATANJALI PACHAK ANARDANA
- PATANJALI BEL SHARBAT
Natural Food Products
The Patanjali marketing mix in the natural food segment includes biscuits, candy, murabba, herbal tea, flours, spices, pickles and sauces etc.
- PATANJALI AMLA CANDY
- PATANJALI SABZI MASALA
Ayurvedic Medicine
The marketing mix of Patanjali Ayurveda in the medicine segment includes kwath, bhasma, pishti, asava and syrup etc.
- DIVYA ARSHKALP VATI
- DIVYA KUMARYASAVA
Herbal Home Care
The Patanjali marketing strategy in the herbal home care segment includes dhoops, pooja essentials, dishwasher bar, gel and hawan samagri
- AASTHA DHOOP BHAKTI
- DIVYA HAWAN SAMAGRI
Personal Care
The Patanjali marketing mix of Patanjali in the personal care segment includes beauty products, eye care, body care, hair care, dental care and skin care etc.
- ALOE VERA KANTI BODY CLEANSER
- DANT KANTI ADVANCED
Paridhan
The Patanjali marketing strategy in the paridhan segment includes sportswear, ethnic, spiritual and accessories etc.
- AROGYA KAVACH
- SPORTSWEAR MEN
Conclusion
One of India’s largest FMCG companies, Patanjali Ayurveda, is one of the most well-known companies in the country that offers Ayurvedic and organic products. The company sells a wide range of products, including food, groceries, clothing, household goods, and beverages. With its revolutionary products and services, Patanjali has quickly gained a large market share as well as consumer loyalty. It has seen a meteoric rise in a short period of time.
