PAL's inception and subsequent diversification

Baba Ramdev and Patanjali Ayurved ,PAL's inception and subsequent diversification
  • Founded in 2006 by Acharya Balkrishna with Baba Ramdev as its brand ambassador, PAL initially started out by manufacturing ayurvedic medicines.
  • Over the course of its business, it expanded its activities to food items and cosmetics, producing over 45 kinds of cosmetics and over 30 kinds of food items.
  • It started selling its products through "dedicated" outlets, and eventually expanded to online sales too.

Ramdev's marketing genius

Ramdev's marketing genius
  • FMCG companies, on an average, spend 12-15% of their sales revenue on advertising and promotion (A&P).
  • In contrast to most FMCG companies, PAL's A&P costs are negligible.
  • Ever since Ramdev's yoga got a morning slot in Aastha Channel in 2003, the yoga-guru's popularity has skyrocketed; Ramdev has used that popularity to promote PAL products by ingeniously advertising them during his yoga camps and discourses.

PAL outgrows Emami and Jyothi Labs


According to a Credit Lyonnais Securities Asia (CLSA), PAL might be the most diversified FMCG brand in India, with gross revenues crossing ₹2500 crore in FY 2015, in comparison to Jyothi Labs' ₹1515 crore and Emami's ₹2217 crore.

Patanjali to tie up with MH forest dept

19 Jan 2016
Patanjali to tie up with MH forest dept
  • The Maharashtra Forest Department is likely to join hands with Baba Ramdev's Patanjali, to market natural products from Maharashtra's forests including honey and fruits.
  • According to sources, the Joint Forest Management Committee will supply herbs to Patanjali to make their organic products.
  • The move aims to boost Maharashtra's Van Dhan scheme, under which shops were opened to sell forest products in parts of Vidarbha.

Patanjali to explore the dairy industry

25 Sep 2016
Patanjali to explore the dairy industry
  • Ramdev Baba recently stated that Patanjali will enter the dairy sector crossing the ₹5 lakh crore mark by the year 2022.
  • Addressing a two-day national seminar at National Dairy Research Institute (NDRI), Karnal, he said, "Patanjali is set to enter the dairy business and in this financial year, production will start in three dairy plants -one each in Maharashtra, Karnataka and Uttar Pradesh."

Patanjali to announce ₹1600 cr food park in UP

26 Sep 2016
Patanjali to announce ₹1600 cr food park in UP
  • Sources have stated that Patanjali Ayurved is set to announce the setting up of a ₹1600 crore food park in Noida, Uttar Pradesh in an attempt to meet domestic and global demand.
  • A senior UP government officials stated that the deal was official and Patanjali Ayurved would announce the investment shortly.
  • Sources added that the company was looking at land along the Yamuna Expressway.

Patanjali to fund Baba Ramdev's "world's largest University"

06 Oct 2016
  • Yoga guru Baba Ramdev has stated that he would build the world's largest university in the NCR, which will have a special focus on sports.
  • He said Patanjali Ayurveda would spend 80% of its earnings on developing education and sports at the university; he said the university will produce India's future Olympians.
  • Baba Ramdev has made significant strides in rejuvenating traditional education in India.

Patanjali to start textile business: Baba Ramdev

23 Oct 2016
Patanjali to start textile business
  • At the inaugural session of the global investors meet in Indore, Baba Ramdev stated that Patanjali Ayurved would begin manufacturing textiles soon.
  • He said "we will be making foray into textiles on a big scale" adding that they would manufacture all textiles, including clothing and commercial textiles.
  • He added that Patanjali was growing at 100%, while other FMCG companies were lagging behind.

Baba Ramdev's Patanjali increases on-air advertising

24 Oct 2016
Baba Ramdev's Patanjali increases on-air advertising
  • Latest data sourced from AdEx India, a division of the Television Audience Measurement (TAM) Media Research suggests that Patanjali is now the third biggest Indian advertiser behind Hindustan Unilever and Dettol-maker Reckitt Benckiser.
  • Patanjali replaced Cadbury, pushing it to the fourth spot.
  • From January to September 2016, television ad-space used by Patanjali totalled 4,524 hours.

Patanjali disrupts FMCG sector in 2016

02 Jan 2017
Patanjali disrupts FMCG sector in 2016
  • An ASSOCHAM-TechSci research report stated that Patanjali Ayurved has been the biggest disruptive force in India's FMCG sector in 2016; the report said Patanjali posted "annual growth of 146% in fiscal year 2016 grossing a turnover of $769 million."
  • The report said Patanjali's "peers including ITC, Dabur, Hindustan Unilever, Colgate-Palmolive" struggled to even register double digit growth figures.