Baba Ramdev along with AcharyaBalkrishna started their journey in 1995 by opening Divya Pharmacy tomanufacture and circulate free ayurvedic medicine. Subsequently gainingpopularity by providing good products they scaled up their operation and diversifiedand opened the company in 2009. Initially, Patanjali Ayurvedic Limited(PAL)started with focussing only on medicinal products but after success, they graduallyevolved and ventured into a different segment of cosmetic, dental and foodproducts in the year 2012. Within 5 years span, they become full-fledged FMCGcompany.
According to HSBC PAL is one of the fastest growing FMCG company inIndia with Revenue of 1.7 Billion Dollar. With a compounded annual growth rateof 64.7% (Wadhwa, 2015), Patanjali will become India’s largest FMCG by 2021(Indo-Asian News Service, 2017).
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Such a big growth that too in short time is nofluke but a great strategy involved in this success. One of the biggeststrategies is focused on branding. The company appears to promote a sense ofpatriotism – “Indian-ness” – in its customers.