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The fight that's threatening Patanjali's INR20,000 crore dreams

Patanjali's rush to dominate the consumer-goods market is spreading chaos in the business's engine room: its distribution network.
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soumyagupta
2 May 2018 9 Mins Read 2 comments
Baba Ramdev, Founder, Patanjali Ayurved; Vipin Kumar/Hindustan Times via Getty Images
Baba Ramdev, Founder, Patanjali Ayurved; Vipin Kumar/Hindustan Times via Getty Images
Want to get into business with Patanjali? Here’s what you can expect to find: Several mutations of its official website A form to become a salt distributor appealing to you to be a “well-wisher and supporter of this movement” and “get rid of the foreign MNCs’ loot” A Google Doc collecting sign-ups from aspiring distributors A
astute and cares most about its own margins.” Patanjali could brand itself as a “movement” all it wants, but it would do well to remember this brutal home truth about business. ( Clarification: The chart titled 'Comparison of Patanjali sales profit, with major listed FMCG firms' (FY17)' has been corrected to accurately reflect Patanjali's May 2017 revenue announcement.)
Want to get into business with Patanjali? Here’s what you can expect to find: Several mutations of its official website A form to become a salt distributor appealing to you to be a “well-wisher and supporter of this movement” and “get rid of the foreign MNCs’ loot” A Google Doc collecting sign-ups from aspiring distributors A astute and cares most about its own margins.” Patanjali could brand itself as a “movement” all it wants, but it would do well to remember this brutal home truth about business. ( Clarification: The chart titled 'Comparison of Patanjali sales profit, with major listed FMCG firms' (FY17)' has been corrected to accurately reflect Patanjali's May 2017 revenue announcement.)

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