Patanjali Biggest Disruptive Force in FMCG Space, says report

  • Patanjali Ayurved (Promoted by Baba Ramdev), was the biggest disruptive force in India’s fast moving consumer goods market.
  • “Patanjali Ayurved saw a grand annual growth of 146% in the fiscal year 2016 whereas its competitors Dabur,
  • HUL, Procter and Gamble struggled to get even 2 digit growth,” said an Assocham TechSci research report.
  • Initially, the company only focussed on the development of Ayurvedic medicines but slowly forayed into manufacturing of food items and cosmetics. The company has expanded its market share by increasing its number of products to 500.
  • Danti Kanti, Atta Noodles, and Kesh Kanti are some of Patanjali’s’ brands that have eaten into the market share of some of the well-established brands.
  • Acharya Bal Krishna, a close disciple of Baba Ramdev, owns 94% stake in Patanjali Ayurveda and the rest is dispersed among a small group of individuals.
  • India is emerging as a strong regional export hub for domestic as well as international FMCG players because of the country’s cost competitiveness.
  • Patanjali Ayurved is on an expansion mode, as it slowly foraying into many different sectors like FMCG, clothing, medicines to increase its market share and reach.
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