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By Varun Mishra Posted May 26, 2016 In Branding, Business, Frontpage, Health, Lifestyle, Marketing
Introduction
Patanjali started its operations with Patanjali yogpeeth in Hardiwar, Uttarakhand. Patanjali
yogpeeth is one of the largest yoga institutes in the country. Swami Ramdevji Maharaj and
Acharya Balkrishanaji Maharaj set up Patanjali Ayurveda Pvt Ltd for treatment, research
and development and for the manufacturing of ayurvedic medicines in Yoga and Ayurveda.
Patanjali Yogpeeth oers treatment and scientic research and has brought a revolution
when it comes healthcare in the country with the combined approach of Yoga and
Ayurveda.
The infrastructural facilities at Patanjali Yogpeeth includes an OPD for free medical
consultation, IPD of thousand beds, laboratory for test investigation of radiology,
cardiology and pathology, a yoga research department, free yoga classes, high quality
ayurvedic medicines manufactured by Divya pharmacy, facilities of library and reading
room along with a cyber caf, a huge auditorium, apartments for senior citizens, a grand
museum and a sale outlet of 11,000 square feet for literature related to yoga and
Ayurveda.
Patanjali started o manufacturing bulk ayurvedic medicines later branching its operations
into FMCG markets as well. Since, the FMCG market has low entry barriers, Patanjali soon
established itself as a major consumer goods manufacturer. The recent trends clearly
imply that the companys priorities are shifting from medicines to consumer goods,
perhaps because the net revenues earned through FMCG are on par with ayurvedic
medicines.
As per the report by edelresearch The company is well on course to achieve its targeted
revenue of ~INR5060bn in FY16 (INR20.2bn in FY15). Even though the thrust is not on
protability, the company managed to clock ~20% EBITDA margin in FY15, aided by better
cost management (latest machinery and strong R&D capabilities) and lower A&P spends
Proactive moves in Innovation
The three phases of patanjalis supply chain are product ow, information ow and cash
ow. Patanjali has recently completed a tie up with Future group to sell the products. They
also sell their products through their own outlets opened in almost every district/city of
India. Each outlet has to send their demand to central oce at Hardiwar. Then as per the
demand, various products are gathered from various units of Patanjali. The items are
delivered to outlets majorly through Patanjali transport.
Patanjali provides sale of products online and can also be procured through post by sending the money
through demand draft
Patanjali herbal products are available at Post Oces across the country
Patanjali also has Patanjali Chikatsalayas and Patanjali Arogya Kendra in almost all the cities of the
country
To strengthen the distribution Patanjali is also implementing ERP which will help them in
managing the inventory.
Patanjalis R&D center has all the advanced technology and machinery required for testing
the products. The company also has a separate R&D department for each of its production
units. The company also has a high-end central R&D facility.
Patanjalis Pipeline
Patanjali has a very strong pipeline, thanks to their innovative and huge R&D setup.
Weakness
Opportunity
Threats