Baba Ramdev along with Acharya Balkrishna started their journey in 1995 by opening Divya Pharmacy to produce and distribute free ayurvedic medicine. After gaining popularity by providing good products they scaled up their operation and diversified and opened the company in 2009. Initially, Patanjali Ayurvedic Limited(PAL) started with focussing only on medicinal products but after success, they gradually evolved and ventured into a different segment of cosmetic, dental and food products in the year 2012.
Within 5 years span, they become full-fledged FMCG company. According to HSBC PAL is one of the fastest growing FMCG company in India with Revenue of 1.7 Billion Dollar. With a compounded annual growth rate of 64.7% (Wadhwa, 2015), Patanjali will become India’s largest FMCG by 2021 (Indo-Asian News Service, 2017). Such a big growth that too in short time is no fluke but a great strategy involved in this success.
One of the biggest strategies is focused on branding. The company appears to promote a sense of patriotism – “Indian-ness” – in its customers.