Marketing Strategy of Patanjali: When a Name is Enough


We have come far away from the age of Ayurveda and backyard medicine. There was a time when medicines and organic products were hard to find. But all our ailments have been taken care of by popping a pill or two. In this article, we are trying to focus on the marketing strategy of Patanjali Ayurved used to compete with multinational brands like Colgate, P&G, and Unilever.

Patanjali emerged and has changed the concept of Ayurveda in a way like never before! All we have is the proven science and the goodness of Ayurveda that is now available with a single click.

In this article, we’re going to address the marketing strategy of Patanjali Ayurveda and how it has maintained its brand name.

How it all started?

Over the years, Patanjali has been evolving. It’s connecting modern India with the essence of Ayurveda. Patanjali Ayurveda is a 10 years old FMCG company.

At present, it is the fastest-growing company that has won hearts and minds with its ayurvedic products and medicines. Because of the excellent marketing strategy of Patanjali and brand positioning, it is one of the top-ranked companies by CLSA & HSBC


Patanjali was established by the yoga guru Baba Ramdev and Acharya Balkrishna in 2006. Its production units are positioned in Haridwar and Nepal with the label of Nepal Gramudyog.

In 2019, the company acquired wealth worth $ 1.2 billion. Besides the manufacturing, we need to look at the business side of Patanjali. It also supplies us with health care and food products. It supplies more than 2,500 goods and 300 Ayurved medicines that treat body sicknesses. 

Let’s know in detail the marketing strategy of Patanjali behind its success.

Personal Branding

They follow the principle of “Be your brand ambassador”. So, Baba Ramdev utilizes his experience and knowledge in making relationships with their consumers.

He has made the consumers realize that Patanjali is the best. After gaining their trust he converted them into genuine buyers and succeeded in promoting their products. With this marketing strategy, users are aware of their products.

Baba Ramdev has made people believe that Patanjali products are good for their health and its 100% natural. Also, he proved that he’s a great promoter of his products. 

Apart from Patanjali products, Patanjali Yoga shows are also famous worldwide. Baba Ramdev hosts the yoga camps. That’s the best way to promote the brand name and create brand awareness.


On the occasion of International Yoga Day, Baba Ramdev also shared the importance of ayurvedic products. He promoted its brand by stating that they sell good-quality products at a reasonable rate. 

Word of mouth

Initially, Patanjali followed the principle of word-of-mouth promotion. It was the first brand that adopted this marketing strategy. Originally, Patanjali was not dependent on any other mode of marketing.

Over the years, their Word-of-mouth advertising move has proved to be profitable for Patanjali. How is that possible? Baba Ramdev plays a major role in the success of this strategy. All his yoga camp followers started supporting and recommending Patanjali. Within a short period, it became a big name in the market.

From advertisements to promotional campaigns its products are promoted everywhere. With the advancement of the medical and non-medical centers in India, Patanjali has set its marketplace.

Keep it Simple and Natural

Patanjali’s product marketing strategy is focused on keeping it simple. Its simple packaging is a great way to attract customers. 

Its products are ayurvedic i.e herbal which highlights the benefits of natural and organic substances. Patanjali has beautifiers, edible items, skincare, dental care, hair care, and household products.

It also has introduced baby products that are suitable for both men and women. Other than these they have are also manufacturing chemical-free medicines. 

Barter Trade System

Nowadays, your brand needs to stand out from the crowd. Baba Ramdev adopted a barter trade system for promoting and advertising its products with a news channel. This shows his determination to dream big to see his company growing through any means feasible. Like every entrepreneur, Baba Ramdev had the same marketing strategy.


After putting 20 long years into yoga, he had built associations and goodwill. using that he openly promotes Patanjali Ayurveda. TV commercials, advertisements, newspapers, billboards, magazines, social media platforms, etc all are utilized to create brand awareness and recognition. They aim at utilizing the digital platform in the best way possible. 

TV ads are based on showcasing family values and promoting the Indian culture. They have limited the use of Google and Facebook ads as their target audience is above the age of 30. So, they pay more attention to TV advertisements.

Limit the use of Google ads and Facebook ads

Google ads and Facebook ads are extremely useful for selling products online.

However, they are useless when it comes to selling FMCG products because they are so cheap that the cost of advertising and delivery will be more than the cost of the product.

So, there is no point in selling them online.

That is why, retail stores sell FMCG products and groceries in their offline stores and e-commerce stores sell unique, niche or premium products online

Flag Bearer of ‘Vocal for local’ Campaigns

The idea of ‘vocal for local’ was primarily proposed during British rule in India in the year 1905. It was named the Swadeshi movement. This campaign was known to be the game-changer movement for India’s independence. Likewise, that Patanjali has been a game-changer in the FMCG market.

With medicinal advancement, the need of the hour is to promote ‘Vocal for Local’ campaigns. Recently, Baba Ramdev stretched his assistance to PM Narendra Modi’s call to raise “Aatmanirbhar Bharat” through vocal for locals approach. 

Patanjali’s tagline “Prakriti ka Ashirwad” helps them in acquiring customer loyalty. Many Patanjali campaigns have won customers’ trust and raised their loyal consumer base.


So, these were the marketing strategy of Patanjali. Patanjali has crowned all over the market. It has taken over the entire FMCG sector and has become a revolutionary company over a short period.

Not only their products are 100% pure but they are also available at a cheaper price in comparison to their competitors. It has succeeded in obtaining a loyal customer base and its products are available all over India. 

Vipul Agarwal
My drive comes from my passion for marketing. Moreover, I love to assist others and help them with all my might in their goal fulfillment. My educational journey in the fields of engineering and management has prepared me to understand the nuances of this industry and stay up to date with all the latest advancements through continued learning and development. I believe a healthy mind resides in a healthy body. So I utilize my leisure time in exercising and eating healthy. I indulge in various help books to understand the world we live in, a little better.