Is sale of Ayurvedic and herbal products from India been increased?
Reportedly in a country where ayurveda was conceptualized as a way of life by Charaka in 100 bc and surgery was being practiced by Sushruta in 600 bc, it’s not surprising to witness several success stories around Ayurvedic products. From the ubiquitous chyawanprash, seen in almost every indian household, to now herbal toothpastes and shampoos, health consciousness has often dictated our product choices. However, logistical hurdles, non-availability of raw material, storage issues and commercial viability of large-scale production, make manufacturing high-quality, Ayurveda-driven products a hard task. Despite these challenges, several indian brands have not only disrupted the established order and taken on the might of global multinationals, but also consistently enhanced their footprint in global markets. The biggest achievement of Patanjali Ayurved has been to make Ayurvedic products not only fashionable but also commercially viable. Patanjali’s objective is to spread ayurveda as a blend of ancient wisdom and modern technology, but the company has also not shied away from diversifying. From toothpaste and shampoo to desi ghee and detergent, Patanjali offers a large range of products, making it the biggest FMCG company of indian origin.
By 2017, within a decade of its launch, the Haridwar-headquartered firm was only second to Hindustan Unilever. In the 2019-20 fiscal, Patanjali registered annual sales of Rs 13,117.8 crore. In december, it spent Rs 4,350 crore to take over the debt-laden Ruchi Soya through the insolvency process, its maiden acquisition in the consumer goods space. But what really makes Patanjali a model of self-reliance is its thrust to make “pride in indian heritage” a commercially successful proposition. Its product range has not only disrupted the FMCG market, but made others rethink their product placement and advertising strategy.
By 2017, within a decade of its launch, the Haridwar-headquartered firm was only second to Hindustan Unilever. In the 2019-20 fiscal, Patanjali registered annual sales of Rs 13,117.8 crore. In december, it spent Rs 4,350 crore to take over the debt-laden Ruchi Soya through the insolvency process, its maiden acquisition in the consumer goods space. But what really makes Patanjali a model of self-reliance is its thrust to make “pride in indian heritage” a commercially successful proposition. Its product range has not only disrupted the FMCG market, but made others rethink their product placement and advertising strategy.