By Saksham Kotiya
Baba Ramdev’s immense success as a ‘Yog Guru’ is beyond the imagination of a common man. The unlearned man has suddenly become India’s most trusted yoga guru. Patanjali Yogpeeth, a yoga institute and Baba Ramdev’s company, is the only Indian firm that spends almost nothing on advertising, and has been making profits that are affecting multinational companies such as Hindustan Unilever Limited and Proctor And Gamble.
The revolution of ‘Swadeshi’ products seems to have begun again. It has already penetrated into rural markets, prompting Baba Ramdev to sell products in urban agglomerations as well. Baba Ramdev has added a touch of spirituality into all his products, making them the nations’ favourites. A report in the Times of India claimed that Patanjali clocked a turnover of about Rs. 1200 crores, and is expected to clock a turnover of about Rs. 2000 crores in the current fiscal, a 67% jump from the previous fiscal.
The cheap prices of the products have been its USP, as compared to the higher prices of the multinational companies’ products. According to the latest reports, the Modi government is considering a proposal made by Ramdev’s company ‘Patanjali Yogpeeth’ which made a presentation to micro, small and medium enterprises minister ‘Kalraj Mishra’ when it offered ways to plug in gaps in its functioning. The following table shows the products differentiation.
|NATURE OF PRODUCTS||MULTINATIONAL COMPANIES’ PRODUCTS||PATANJALI YOGPEETH’S PRODUCTS|
|Shampoo||Head and shoulders, clinic plus||Keshkanti|
|Biscuits||Marie light, bourbon||Patanjali cookies|
|Toothpastes||Colgate, pepsodent||Dant kanti|
|Cosmetics||Old spice, olay||Patanjali (KayaKanti), Aloevera, Kantilep|
|Oil||Oil Olive oil, Johnson baby oil||Patanjali(Sarso ka tel), badam rogan|
|Medicines Cipla, paracetamol||Gloyawati and other ayurvedic medicines|
|Eye Drops||Refreshgel liquid gel, dudrop||Drishti|
|Candies||Eclairs, melody||Amla candy, bel candy|
|Juices||Tropicana||Amla juice, apple juice, anaar juice|
The above table signifies that Patanjali Yogpeeth has become a home to home brand and has received publicity by a word of mouth.
Located in Haridwar, Uttarakhand, the company will, in the coming years become India’s most trusted brand, and the use of Swadeshi products will be observed in all sectors of life. The cheap prices of the products, and their Ayurvedic value, has given Baba Ramdev’s products an upper hand over other, chemically manufactured products. A point to be noted is that when people benefit from Swadeshi products, everyone believes that Ayurvedic products are much more useful. Also, these products gained popularity after people became used to yoga practices. These products are not being sold to gain profits but to benefit the people, and ultimately people will become loyal towards these brands. On the other hand, the multinational firms sell products to gain profits. Gradually the mindset of people is changing, and they are realising the power of yoga and Ayurveda products again, things that have been a part of the Indian culture since the origin of the Vedas. The Indian economy is gaining from it, and this is leading to a Swadeshi revolution that is transforming the view point of the people – from costly products to cheaper and better products.
Saksham Kotiya is an enthusiastic person who wishes to push himself in the field of writing as well as business. I have had the experience of writing earlier also and was an athlete too. I am glad to be a part of your team where I can portray my writing skills. I will complete my articles on time. I keep on trying different fields of work and aim to author a book someday.
Edited by Anjini Chandra, Senior Editor, The Indian Economist