How Patanjali Ayurved Achieve Success? The Success Story From ₹13,000 to business of more than ₹8,000 crores

Patanjali Success Story

Read to know more about the Patanjali Success Story From 13 thousand rupees of loan to business of more than 8 thousand crores.

Patanjali is a famous Indian brand that provides products that are ayurvedic and organic and very much trusted by the people of India.

It’s a multinational consumer packaged goods company that is based in Haridwar, India. The Company was founded by Baba Ramdev and Acharya Balkrishna in 2006.

The registered office of Patanjali is in Delhi, and the manufacturing units and headquarters are in Haridwar. The company deals in ayurvedic medicine, and food products. 

The CEO of the company is Balkrishna with a shareholding of 94%. Acharya Balkrishna handles all work-related Patanjali, while Ramdev represents the company and makes strategic decisions.

Patanjali has also a manufacturing unit in Nepal under the Trademark “Nepal Gramudyog”. The company also imports herbs from Nepal Himalayans.

History of Patanjali

The journey starts with yoga. In 1995, when Ramdev was known as a yoga teacher in Haridwar, he shows different asanas for a healthy life.

Later he started up a Divya Pharmacy with Acharya Balkrishna. This Pharmacy started under the guidance of Ram dev’s guru- Swami Shankar Dev’s ashram.

Later the medicine gets popular but Ramdev and Bal Krishna sought to diversify. It was difficult because Divya Pharmacy was registered under a trust.

Baba Ramdev was getting popular day by day with his yoga asanas and his popularity was not in India but NRIs also.

Now, he started gaining funds from NRIs, who likes his work. Like, Sarwan, Sunita Poddar, and locals too are supporting him with funds.

Like Govind Agrawal- it helps them to come out from loan, Patanjali is not an incorporated firm.

Now it is a Patanjali Ayurveda as a private company. They produce a range of healthcare, hair care, dental care, toiletries, food, and many products are in RND.

In starting the days were very difficult, as they have no money for the registration of Divya Pharmacy.

The Pharmacy donates free medicine in starting three years. They buy raw materials and from grinding to mixing by themselves as they have no employees because of lack of money.

It is noteworthy for a brand to be not the same as its rivals. Patanjali quickly developed its own Identity.

And the Patanjali mantra for advertising is low-cost goods and “swadeshi” make the product popular.

By Swadeshi and Ayurvedic he picked up the trust of customers by giving them the quality.

About Founders

Divya Yoga Mandir trust was made by Balkrishna and Baba Ramdev in 1995. Later they founded Patanjali Ayurveda a fast-moving consumer goods (FMCG) company in 2006. The Company produces cosmetics and ayurvedic products. 

With their advertising strategy, the company makes a high place in the market. And is loved by the people, with the goodness of Ayurveda. 

Acharya Balkrishna

Ram Krishna Yadav later known as Baba Ramdev, Know as a Yoga guru and was famous in his field. And was famous for his Yoga Style.

While Balkrishna handles Patanjali by taking 94% of the stake and was the managing director of the company.

The surprise winner

There is a big completion in the cosmetic and grocery market. Many big companies with high advertisement are feeling looser Infront of Patanjali. Ayurvedic products, which have no side effects, and are more loved by Indian people.

This is a big shock for other cosmetic companies. Many customers diverted towards Ayurveda due to no side effects and price was also a reason.

The company also plans to establish food Parks in the country. The selected cities are Madhya Pradesh, Maharashtra and the other two are yet to decide. The benefits will be given to the cities like, raw material will be taken by their farmland.

This is a big benefit for the state. This growth of the company makes the surprise winner of other cosmetic companies.

Patanjali – Name, Logo & Tagline

The Name of the company shows that the company produces Ayurveda products and is taken from the ingredients of Nature.

The perfect name for the company and the Tad line is” Prakriti ka Ashirwad” Which is appropriate for the company.

No big shots

While most of the companies spend crores on HR but Patanjali didn’t have high-profile management. But the talented youngster who knows how to handle the marketing strategy through Ayurveda and charity.

As the company team was not much educated but they know, how to handle social media techniques.

Having a big degree doesn’t mean that you can handle the market. Big names like Bill Gates, Mark Zuckerberg were college drop-outs, and they make their name in the business field. The experience and hardship matter.

How Patanjali Ayurved Became largest Herbal Products Manufacturer in India

Patanjali achieves success by its marketing strategy+ Product quality+ Ayurveda + low price + Swadeshi. The company knows the marketing technique very well. They know that how to capture the Indian market and people. 

In starting, when the trust has not had much capital with less manpower. Baba Ramdev and Balkrishna make the product by themselves and gave free samples. Later the product gets popular, as Ayurveda has no side effects and its price suits the pocket of people, with good results. 

Later, Patanjali becomes a big brand and its products are loved by the consumers. The brand didn’t hire any MBA person for its company or any experienced person because they don’t want to make a brand in corporate culture.

They want to take a brand on a spiritual side. So, they appointed a person, who has done a master’s in Ayurveda Science, not an MBA person. This is the main reason for achieving high success in less time.

The right Brand Ambassador

Another big decision that companies have taken for their brand Ambassador. They didn’t appoint any film star or any big personality for their product.

They choose Ram Dev Baba as a brand ambassador. As Ramdve Baba was a Yoga guru and their health techniques are famous all over the world, he gives the Yoga named all over the world. So, the company chooses him as a brand ambassador, and the technique works.

Slowly the brand brings many cosmetic, grocery-related products to the market, by giving the trust of purity. With the face of Ramdev Baba.

Baba Ram Dev Patanjali Ayurveda

Patanjali Products

The Ayurvedic and pure ingredients product didn’t have much price as Baba says that it’s “Upkar not Vyapar”. By this thinking, the company didn’t high rise the price and give the good quality with purity, products with low costs.

Patanjali Products

  • Natural Personal Care
  • Natural Food Products
  • Natural Health Care
  • Herbal Home Care
  • Ayurvedic Medicine

Swadeshi Factor

The company advertising with campaign given Slogan by Indian Prime Minister Mr. Narendra Modi “Make In India”.

This campaign was adopted by Patanjali for its product and gained more consumers day by day. Ramdev wants to remove MNC companies and he says that they use synthetic products.

He also says that by using these products you can spend cash remains in India. This Swadeshi strategy works and the company gains 5 times overgrowth in less time.

Distribution & Supply

Patanjali increases its businesses by coming into the retail market. They started selling their products through their channel.

The brand started making their distributers and also contacting Chikitsalayas, Arogya Kendras. Chikitsalay- There are many Chikitsalaya in India where ayurvedic treatment is given to the patient. The company approaches them for their medicine and product.

Patanjali Arogya Kendra is also a health focusing center, where they provide health treatments with their medication techniques. By company franchise, you can take the benefit of their products all over India.


Being an Ayurvedic and Swadeshi brand Patanjali gets lots of benefits in its business. The products are also loved by the people of India, as the slogan “Make In India” becomes more popular and the profit goes to Patanjali by their advertising techniques.

The product quality is also good as it shows the ayurvedic products and the low pricing are much attracts the people of India.


Are Patanjali products approved by FSSAI?

Despite the failure in the Food Safety and Standards Authority of India (FSSAI), we can see the customer opt the product in high ratio.

How does Patanjali Promote its products?

Patanjali has a sharp advertising technique, the brand promote their product with 

  1. The goodness of Ayurveda.
  2. Natural Ingredients
  3. Swadeshi
  4. Make In India

And at last Baba Ramdev famous as a yoga guru, was an Ambassador of Patanjali gives a hike to the brand.

How distribution strategy of Patanjali works?

Patanjali Ayurved has a makes a unique strategy, they make their franchises, contact Chikitsalaya- for their Pharmacies, by which the Vaidy of Chiksalaya suggests drugs of that Patanjali Manufacture.

Read Also: Patanjali Ayurved Limited

Patanjali Arogya Kendra is also there where they provide their manufacturing drugs to the patients.

Non-drugs shops are also all over India, which provides the company Cosmetic products and groceries.

What is the branding strategy of Patanjali?

Patanjali didn’t want to appoint any famous personality or face from Bollywood. They appointed Yoga Guru, who is the face of Ayurveda and Swadeshi. By the strategy products hike with 5 times up. The big consumer from India and foreign follow the Yoga Master.

What is the SWOT analysis of Patanjali?


The strength of Patanjali is that it is a 100% natural product. With the “Make in India Strategy”. That is said by Indian Prime Minister Mr. Narendra Modi. 

The Brand Ambassador Baba Ramdev a Yoga Guru makes the product more strengthen.

The Baba also says that the product is natural with no synthetic ingredients. Is the strength of Patanjali. 


Weakness is not much as the growth was too high. Yes, but we can say, if the company improves the export level, they can make more popular worldwide.


The product changes the lifestyle of the people by adopting ayurvedic products and people become more health-conscious and start adopting Yoga instead of Gym and other modern exercises.


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The company faces much political interference and gets import restrictions. Still, many obstructions company reaches the height of success.