The unusual success story of Patanjali, Baba Ramdev, and Yoga : Part 3

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This article is the third part in the series of four articles which tells the success story of one of India’s biggest brand. It’s our way of celebrating the 2nd International Yoga Day. This articletells you how Patanjali has nailed the department of Branding and what startups can learn from it.You can also read the first andthe second part.

Story 3: The Story of Branding

As we have seen in the first will cialis last all day. A´┐Żand the second article of this series, Patanjali has made a unique approach marketing by building a community before product launch. Patanjali was always bound to meet new competition in the market. A good start might not have been enough for them.

Though Patanjali made a good start ,without establishing themselves with a unique positioning, they would not have been able to ever competed against brands from P&Gand Hindustan Unilever.

Don’t believe me? Let’s see an example.

Ever heard the name Vicco? Or that old lyrical song from theadvertisement of Vicco Vajradanti and Vicco Ayurvedic Cream? Yes…the one with the song ‘ Vicco turmeric/ nahi cosmetic/ Vicco turmeric ayurvedic cream!

Vicco sells herbal and ayurvedic products! Founded in 1952 , they have been in the market since half-a-century. And it took Patanjali merely half a decade to outperform them. How? They could not make a mark in the audience’s mind with a unique idea–technically, they failed to turn themselves into a brand.

Ramdev seems to have done a lot of hard work in this department and has ticked all the checkboxes of branding.

Brand ambassador

Adi Godrej rightly said:

Patanjali is riding on Ramdev’s image, not products

There are a very few ‘big’ companies in the world who are identified with the face of their founder–Apple’s Steve Jobs and Virgin Group’s Richard Branson are the perfect examples. For such companies, the founder is the brand ambassador.

Also Read: 5 important things Indian startups fail to understand about branding amoxicillin capsules bp 500mg uses 383.

Acelebrity or a sportsperson wouldn’t have contributed to the company’s organic image. Patanjali needed someone who himself endorsed Ayurveda, practiced Yoga in real life, and had a huge fan following–in short, it would be the founder, Baba Ramdev, himself.

Brand positioning

Every brand has a unique positioning. Vicco hasn’t–even if it looks so. This is where Patanjali is different.

Most of the products by the FMCG companies are influenced by the Western medical ideas. It was a it-will-add-some-deficient-chemical-or-nutrient-in-your-body-and-you-would-be-great approach.

Patanjali did not join the race. They created a new one. It offered herbal and natural products backed by the people’s beloved Indian medical science. It was the first Indian brand which was turning the idea of using natural products into acult.

Plus, there was this idea of Swadeshi which Baba Ramdev would promote from time-to-time in media and every time during his Yoga camps.

Brand consistency

Creating a consistent image about your company is crucial if you don’t want to make your customers suspicious. Great brands always keep their brand personality, messages, tones, images, and ideas consistent.

In 90’s, Dabur and Colgate had come up with some herbal products. Dabur had come up with Vatika Henna Conditioning Shampoo while Colgate came up with some herbal toothpaste. But they succumbed to trends and could no make an identity around the idea of natural products.

Patanjali never budged from its central theme. It has always held to its core values and image.

And that’s the reason whenever a new Patanjali product enter market, consumers know it will be organic and healthy even if it’s an instant noodle!

Brand trust and faith

If you ever go into a Patanjali medicine outlet, you would not only find medicines but also certified Ayurvedic Doctor for a free consultation.

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This department has been given the highest priority and even people at Patanjali agree to it. They always try to deliver on their promises, be it with their yoga benefits or products. This trust and faith are another major reasons why people feel connected to Patanjali.


According to the 2015 annual Brand Trust Report published by TRA (Trust Research Advisory), Patanjali broke into the list for the first time, also featuring in the top seven most trusted Ayurveda brands.

The most amazing fact, however, remains Baba Ramdev’s popularity who, if you don’t know, is not a Patanjali Stakeholder! Despite that, he is always called when a company needs help in marketing, negotiating deals, talking to farmers, and even featuring in ad campaigns.

The conversational and personal tone of Baba Ramdev is central to the identity of Patanjali. And as long as he’s there, there’s no way Patanjali is slowing down!