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The Patanjali phenomenon

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The Patanjali phenomenon Empty The Patanjali phenomenon

Post by confuzzled dude Tue Feb 23, 2016 10:38 pm

Of late, Devendra Chawla, the president of the Future Group, says he has been besieged by meeting requests from a clutch of chief executive officers (CEOs) of fast-moving consumer goods (FMCG) companies. And, there's only one thing that they all seem to want to talk about: the phenomenon called Patanjali. Yes, it is a phenomenon. And the numbers tell only half the story. Last year, Hindustan Unilever grew its $4.5 billion (about Rs 30,000 crore) top line by five per cent. Patanjali Ayurved, on the other hand, added almost the same quantum of revenue, and, in the process, is likely to double its revenues to Rs 5,000 crore by end of March. It is clearly the fastest growing FMCG firm in the country, with the widest product portfolio. The Future Group, which announced its tie-up to stock Patanjali's wide range of products last year, is furiously reworking its sales forecasts because the products are simply flying off the shelves. In less than two years, the Future Group, says it expects to sell nearly Rs 1,000 crore worth of Patanjali products. That's the kind of traction that most former FMCG veterans like Mr Chawla have ever seen in their entire career.

Then there's the anecdotal stuff. Like the dilemma that a director in a leading FMCG multinational finds himself in. His aged parents have apparently been haranguing him to jettison the toothpaste brand made by his own company and switch to Patanjali. The battle, he says, isn't just in the marketplace, but within his own family!
http://www.business-standard.com/article/opinion/indrajit-gupta-the-patanjali-phenomenon-116021801097_1.html

confuzzled dude

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