How has patanjali created its brand image
-By Harsh Pratap Singh (Roll No.108)

There are businessmen, there are entrepreneurs and then there are people who leave you thinking, “What just happened!”.
It is an FMCG empire that was not in the competition analysis power points of the big players even a couple of years back. Today, Baba Ramdev’s Patanjali is sweeping away everything in its path. From local stores to Amazon, Patanjali products are everywhere. The product quality is best in breed, the prices competitive and the distribution chain is probably the first that is rivalling even the Cola majors.
And behind all of this, are the meticulous efforts of one man in creating his own brand. And his expertise in what we today call content marketing.
For the last decade, Baba Ramdev did not focus on proclaiming that his brand was the best. Instead, he told us about the evils of MNCs, the virtues of products made in India, the corruption of corporates, the exploitation of farmers, the cancerous effects of fertilisers and chemicals and just about everything that surrounded his products. He just showed us the reasons and left us on our own to explore his products.
This was brilliant. See, when someone forces you to try out a product you might have a bias to reject it as ‘overselling’. But here no-one was pushing anything, only an environment was created where you wanted to see if the alternative to above evils was usable. You might have been influenced by the fear of diseases or you might just have been patriotic enough to shun all evil US firms. Whatever the reason, you already had a positive environment to try the Patanjali products.

It all started in early 2000, when the yoga guru Baba Ramdev openly criticized the MNC brands. Since then, the yoga guru has turned out to be the worst disruptive force in two decades for the fast moving consumer goods (FMCG) and