"market-mantra"AYURVEDIZED

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Ayurveda, a medicinal therapy which is practiced in India since ages. Kerala being the birthplace of Ayurveda is still popular around the globe and generates medical tourism. In ancient India, sages had mastered the art of Ayurveda and wrote several ancient texts on miracle herb therapy. With the passage of time, especially during the 1970s companies started entering the Indian market with innovative products and Ayurveda being a source of beautification therapy eventually lost popularity.

But little did history ever thought an Indian company in the 21st century will revolutionize the whole Ayurvedic system and add wrinkles on the foreheads of so called market leaders in FMCG products. This organization led by an one man army created history once again, not just in terms of Ayurveda but also in terms of building up marketing strategies and penetrating the market to its core.

Baba Ramdev along with Acharya Balakrishna customized the latest technology with the ancient sciences and in the year 2006 launched Patanjali Ayurved Limited.

There is quote by Promethus that "Big things have small beginnings" and Patanjali proved this statement at its best. During the introduction of Patanjali, hardly the market did think that this medium-scale company will one day dictate over the market, will ascertain an annual turnover of US$1.6 Billion that is 150% as per 2016-17 statistics. As Baba Ramdev had claimed in a press interview that "Nestle ka panchi udne wala hai, Colgate ka gate bandh hone wala hai, aur Pantene ka pant kharab hone wala hai" till an extent he really did stick up to his words.

So, now lets bug into the buzz and try to seek how Patanjali Ayurvedized the Indian market. 

Earlier there were only few products which talked about Ayurvedic values like Margo, Vicco etc and in terms of shampoos Vatika and Nyle. Patanjali seemed to create the greatest hype in the shampoo market and none of the brands could escape from ayurvedizing themselves.

The journey of Ayurvedizing of shampoos started in the year 2012 when Pantene (P&G) came up with Pantene Natural Fusion followed by Sunsilk (Unilever) coming up with Sunsilk Natural Recharge in late 2013. Then, in the game of Ayurveda entered Garnier (L'Oreal)in the year 2016 with its range of very innovative Garnier Ultra Blends having tempting names like Mythic Olive, Henna & Blackberry, 5 Herbs, Royal Jelly & Lavender and Soy milk & almonds. In the early 2017 Tresemme ( Alberto Culter and later acquired by Unilever) came into the market with Tresemme Botanique Shampoo claiming to comprise natural ingredients to match up the Indian climatic condition. Mid 2017 also witnessed the entry of Dove (Unilever) coming up with Dove Environmental Defense holding ingredients like lotus flower extracts and cotton seed oil to fight the environmental hazards.

But the latest entrant in the market with extensive promotion through social media as well as broad cast media is Lever Ayush, a product range of Hindustan Unilever which claims to use "4000 year old Ayurveda for today's beauty problems." It seems that Patanjali is quiet a heavy blow for Hindustan Unilever and the other such Block Buster companies who are embracing Ayurveda. 

The greatest lesson that Patanjali tought the Indian Market is that "Never underestimate anyone around you. Everyone has the power to surprise anyone at any point of time." and create history like Patanjali did.


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