Patanjali Fortunate At The Bottom Of The Pyramid

Patanjali Ayurved Limited was established in 2006 with a thought of rural and urban Commented [BP1]: "Fortunate at the bottom.." not
development. The company is not merely an organization but a thought of creating a sending exact meaning to reader, are they thrieving at the
bottom or the are successful due to luck\ lucky ?
healthy society through Yog and Ayurved. Patanjalis portfolio spans personal care products,
toothpastes, home cleaning products, dish
wash and detergents, staples such as atta, salt
and cooking oil and tea, juices and dairy
products, apart from a range of ayurvedic Commented [BP2]: Chart is not referred in the article
formulations. Commented [BP3]: If u cud provide a question or
problem statement in the first para, it wud be good. to
Early success of Patanjali comes from carpet- understand the what we are talking or plan to discuss in the
article
bombing marketing strategy of ayurvedic
medicines in combination of Yoga. This
resulted in creating trusted brand in BOP
markets. Pratanjalis Swadeshi brand Commented [VG4]: provide expansion before using
Ref: Quora.com campaign developed trust & uplifted BOP abbreviation. Example: BOP
consumers to high quality medicines & services through Patanjali medicines & chikitsa
kendras.
Patanjalis price performance comes from unique business model through which
they source directly from farmers & manufacture products at
Manufacturing facilities. Patanjali is enjoying steep I curve
growth because of its strategy. They are educating farmers
& small time manufacturers for organic product
development & manufacturing processes. There by
addressing deskilling work force issues. Patanjalis stores
combined with chikitsalayas and yoga kendras is well placed Traditional S Curve BOP I Curve

for educating customers in rural sector & high touch

customer facing operations which demonstrate clear leadership in process innovation.
Patanjalis stores, chikitsalaya & yoga kendras also addresses critical also addresses critical
issues of scalability as well.

Inspite of such a successful business model, Patanjali still need to improve in some of key
areas like innovation, embracing advanced technologies with the existing & rapidly evolving
infrastructure. Recently some of the products failed quality standards. In order to maintain
quality standards with growth they need to invest in supply chain to maintain require health
& quality standards until products reaches to consumers. Patanjali also need to take
leadership role in defining FSSAI standards for ayurvedic medicine areas where there has
been little improvements observed. At the same time while introducing new products like
jeans, patanjali need to ensure that, they focus on Indian culture & traditions instead of
blindly following low cost high quality products. Indian women located in cold weather
could benefited by salwar kurta made from Patanjali jeans instead of typical jeans you see in
market today. Commented [BP5]: para started with negative focus on
patanjali and changes direction to benefits in last.
Being private company Patanjali enjoys freedom from share holders pressure, high growth
with BOP I curve in future as long as they continue incorporating advanced manufacturing
technology, investment in improving supply chain & products/services developed for Indian
market. Commented [BP6]: lengthy sentence, need to break up
or provide summary line ex-" if patanjali has to suceed it as
to overcome all of the above probblems"

Bhavin P Panchal 02-July-2017 S17MMMMM00665