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Why Ramdev's Patanjali is a fascinating success story

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prasad1

Active member
I am not a fan of Baba Ramdev. But the success of Patanjali brand is fascinating.

One of the most interesting dramas taking place in India hardly gets a reference on the political pages, though economic reporting tends to be hysterical about it. The latter reports about the rise of Ramdev's firm Patanjali to a major corporate status. The reports claim that Patanjali makes P&G nervous, its advertisement expenses signalling a new medical multinational.

In a few months, Patanjali has become a household name. This battle has to be seen in terms of the politics of knowledge and communication.



The transition to Patanjali can be seen in three steps. First, Ramdev becomes a popular and a populist hero by advocating yoga and claiming that Western medicine, as practised by MNCs, was a con game adding to the inequality in our society.

Second, this argument acquires a different pace as he hyphenates politics with spirituality. He talks openly of the politics of medicine and makes it a part of the wider BJP wave. Third, he moves from politics to production and creates in Patanjali a household name to rival the likes of P&G and Hindustan Lever.


The way he does it is fascinating. First, he plays on the civilisational unconscious which sees the indigenous as a part of wider authenticity. Second, he merges the middle class consumerism with traditional values by merging a way of life and a lifestyle consciousness. He suggests health is a way of life and then emphasises the contemporaneity of ayurveda. Third, he widens Patanjali to include consumer goods, cosmetics, food supplements, medicalised candy and medicines. Instead of an overdramatised single product, what we have is a spectrum of fascinating goods.

His message is clear - you do not have to be a model to use my goods. His products do not belong to the domain of conspicuous consumption. His treasure is in the everydayness of goods easily accessible, available and affordable. In fact, Ramdev becomes both paradigm and exemplar. He is the model.

http://www.dailyo.in/business/ramde...avi-shankar-medicine-health/story/1/9136.html
 
The counter point:

[h=1]Ramdev’s Patanjali products fail quality test, RTI inquiry finds[/h]Nearly 40% of Ayurveda products, including items from Baba Ramdev’s Patanjali, were found to be of substandard quality by Haridwar’s Ayurveda and Unani Office, a Right to Information (RTI) reply revealed.Out of the 82 samples collected between 2013 and 2016, 32 failed the quality test. Patanjali’s Divya Amla Juice and Shivlingi Beej were among the products that failed to meet the quality standards.

Last month, the armed forces’ Canteen Stores Department (CSD) had suspended the sale of
a batch of Patanjali’s amla juice after it ‘failed’ a quality test carried out at West Bengal Public Health Laboratory.

According to Uttarakhand state government lab report, the pH value- which measures the alkalinity of water soluble substances- was found to be less than the prescribed limit in the amla juice. Products with pH value less than seven could lead to acidity and other medical complications.

The RTI reply also revealed that 31.68% of foreign matter was found in the Shivlingi Beej.


http://www.hindustantimes.com/india...uality-test/story-bXo4XySEajw7ZDby4GISML.html
 
hi

nothing but bjp is backbone.....otherwise...if congress is in centre....the success story was different...
 
Patanjali's success is riding on Yoga Guru Ramdev!! He has shown grit & determination to take on the well entrenched MNC's in FMCG space!!
 
I am using Patanjali products and they are cost effective and very good!

Yes. Patanjali products are flooding the market now. They have opened sales outlet in our area also. The prices are quite competitive. With the increased demand I hope they will keep up the quality and price.
Brahmanyan
Bangalore.
 
The profit is scaling up - massively.


[FONT=open_sanslight]Just look at the turnover numbers. [/FONT]
[FONT=open_sanslight]2012: Rs 450 crore[/FONT]
[FONT=open_sanslight]2013: Rs 850 crore[/FONT]
[FONT=open_sanslight]2014: turnover of about Rs 1,200 crore[/FONT]
[FONT=open_sanslight]2015: Rs 2,000 crore. That's a 67% jump [/FONT]
[FONT=open_sanslight]End-2016: Rs. 5000 crore.

http://www.indiatimes.com/news/indi...ing-corporate-india-uncomfortable-229410.html

Expected to be Rs 10,000 crore by 2017.


[/FONT]
 
Last edited:
The profit is scaling up - massively.


[FONT=open_sanslight]Just look at the turnover numbers. [/FONT]
[FONT=open_sanslight]2012: Rs 450 crore[/FONT]
[FONT=open_sanslight]2013: Rs 850 crore[/FONT]
[FONT=open_sanslight]2014: turnover of about Rs 1,200 crore[/FONT]
[FONT=open_sanslight]2015: Rs 2,000 crore. That's a 67% jump [/FONT]
[FONT=open_sanslight]End-2016: Rs. 5000 crore.

http://www.indiatimes.com/news/indi...ing-corporate-india-uncomfortable-229410.html

Expected to be Rs 10,000 crore by 2017.


[/FONT]
hi

is it too big ready to fall?......quality is very important than quantity......lets wait...
 
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