How Patanjali Ayurved is giving Strong Competition to Major FMCG Companies in India?: Ken Research

Patanjali Ayurved has become one of the fastest growing FMCG organizations in India. Between 2012-13 and 2013-14, the company’s net profit increased by nearly 103%. Patanjali Ayurved was incorporated in 2006 as a private limited company and subsequently converted into a public limited company in 2007. The firm has 3 manufacturing plants located in Haridwar for producing and directing retail sale of products through Patanjali Arogya Kendra, Patanjali Chikitsalya, Swadeshi Kendra and more than 178,000 retail outlets network across the country.

While Patanjali Ayurved, is involved the production and trading of FMCG, herbal and ayurvedic products under the flagship company of the Patanjali group, there are more than 40 companies under the group umbrella Patanjali. The group has registered total revenue of more than INR 2,000 crore in FY’2015.

The brands Patanjali Ayurved markets and sells products via its 15,000 exclusive outlets spread across the country and more than 100,0000 stores that keep SKU of the products. This has aided the company to build a swadeshi image for the group which is one of the mottos.

The company is giving a robust competition to foreign companies in each and every FMCG segment — be it medicines, herbal cosmetics or foods with the target positioning of all the products at 10-40% cheaper than MNC brands in the market, as per baba Ramdev.

The upcoming company report on Patanjali Group will be available for pre-order in July 2016 exclusively on Ken Research.com.

Key Topics Covered in the Report

Executive Summary
Research Methodology
Company Overview of Patanjali (Discuss about their genesis and how they have evolved, discuss their timeline)
Value Chain Analysis of Patanjali (How Similar/different is that from other FMCG Companies); Include Margins at each step
- How the Distribution of products is handled by Patanjali (DO they use IN house Logistics or do they outsource; If In House, then include how many fleet, trucks, warehouses, delivery boys, employees at warehouses)
Revenue Streams for Patanjali
- Sales Volume Segmentation by Nutrition and Supplements, Grocery, Medicine, Home Care, Personal Care, Books and Media, Health Care and Others, FY’2010-FY’2015
  - Sales Volume Segmentation for Nutrition and Supplements by Chyawanprash, Badam Pak, Ghee, Honey, Health Drinks and Fruit Juice, FY’2010-FY’2015
  - Sales Volume Segmentation for Grocery by Biscuit and Cookies, Spices, Candy, Herbal Tea, Sugar, Noodles, Mustard Oil and others), FY’2010-FY’2015
  - Sales Volume Segmentation for Personal Care (Skin Care, Dental Care, Hair Care, Body Care, Toiletries and Eye Care), FY’2010-FY’2015
- Sales Volume by Each State, FY’2010-FY’2015
- Sales Volume by Company Owned Websites, Third Party Online Websites and Offline Stores (Company Owned Stores and Departmental Stores), FY’2013-FY’2015
- Sales Volume/Value Split by Rural and Urban Sales, FY’2010-FY’2015
- Product Range Split by Price (Below 100, between INR 100-300, Between INR 300-500 and above INR 500), FY’2010-FY’2015
Consumer Profiles for Patanjali Products
- Why do Target Group Prefer Patanjali Products – Decision Making Matrix?
- Target Group by Age Group, Income Group, Gender, FY’2015
Patanjali Instant Noodles
- Instant Noodles Market Size by Revenue and Sales Volume in India, FY’2010-FY’2015
- Share of Patanjali in Instant Noodles as well as for other companies, and mention how patanjali is operating vis-à-vis other players
- 4PS for Instant Noddles
- Strength and Weakness
Patanjali Honey
- Honey Market Size by Revenues and Sales Volume, FY’2010-FY’2015
- Share of Patanjali in Honey as well as for other companies, and mention how patanjali is operating vis-à-vis other players
- 4PS for Patanjali Honey
- Strength and Weakness
Patanjali Toothpaste
- Toothpaste Market Size by Revenues and Sales Volume, FY’2010-FY’2015
- Share of Patanjali in Toothpaste as well as for other companies, and mention how patanjali is operating vis-à-vis other players
- 4PS for Patanjali Toothpaste
- Strength and Weakness
Patanjali Face Wash
- Face Wash Market Size by Revenues and Sales Volume, FY’2010-FY’2015
- Share of Patanjali in Face Wash as well as for other companies, and mention how patanjali is operating vis-à-vis other players
- 4PS for Patanjali Face Wash
- Strength and Weakness
Patanjali Spices
- Spice Market Size and Segments by Revenues and Sales Volume, FY’2010-FY’2015
- Share of Patanjali in Spices as well as for other companies, and mention how patanjali is operating vis-à-vis other players
- 4PS for Patanjali Spices
- Strength and Weakness
Patanjali Biscuit and Cookies
- Biscuit and Cookies Market Size by Revenues and Sales Volume, FY’2010-FY’2015
- Share of Patanjali in Biscuit and Cookies as well as for other companies, and mention how patanjali is operating vis-à-vis other players
- 4PS for Patanjali Biscuit and Cookies
- Strength and Weakness
Patanjali Hair Oil
- Revenues and Sales Volume from Hair Oil, FY’2010-FY’2015
- Share of Patanjali in Hair Oil as well as for other companies, and mention how patanjali is operating vis-à-vis other players
- 4PS for Patanjali Hair Oil
- Strength and Weakness
Patanjali Ayurvedic Medicines
- Ayurvedic Medicines Market Size by Revenues and Sales Volume, FY’2010-FY’2015
- Share of Patanjali in Ayurvedic Medicines as well as for other companies, and mention how patanjali is operating vis-à-vis other players
- 4PS for Patanjali Ayurvedic Medicines
- Strength and Weakness
Financial Performance of Patanjali
- Profit and Loss Statement (FY’2013-FY’2015) (Include revenues, net profit, Sales Volume, EBITDA and EBITDA Margin, Production Volume, Number of Dealers, Marketing Expenditure, CAPEX, Number of Employees, Number of Products, Number of Manufacturing Locations)
- Balance Sheet Statement (FY’2013-FY’2015)
Product Portfoilo along with pricing (Compare this with other companies selling the same product)
Competitive Landscape for Patanjali Online Sales (Cover Parameters such as GMV, GMV by Product Categories, Number of Orders through Mobile and Desktop, Number of Products in a Cart, Average Ticket Size by Mobile and Desktop Orders, Margins, Cancellation Rate, Replacement Rate, number of warehouses, average size of warehouse, number of local fulfillment centers, logistics cost per order, cancellation charges and other parameters, weekday and weekend orders)
Investment Model/Plant Analysis for Patanjali (Show it as we create investment model)
Expected Financial Performance for Patanjali in Future (FY’2016-FY’2020)
- BY Segment, FY’2016-FY’2020
- Which Product Category will expand the most in future
- Business Strategies/Future Plans for Patanjali
- How it will Influence the other FMCG Companies in the Sector
- Analyst Recommendations
  - For Patanjali
  - For Other FMCG Manufacturers