Britannia Industries Limited is an Indian food firm formed in Kolkata in 1892 with a small investment of Rs. 295 and is now headquartered in Mumbai. The firm is most known for its many brands of biscuits, but it also sells a wide range of packaged foods, dairy products, and bread to suit a variety of lifestyles.
It produces everyday food products such as Marie Gold, NutriChoice, Milk Bikis, Good Day, and Tiger, and is one of India’s most trusted brands. Not only in metropolitan areas but also in rural areas, this brand has become a household name.
It spends some of the country’s most prominent digital marketing expenses to maintain its significant presence in the Indian market.
Britannia has a market capitalization of INR 1.30 trillion (June 2024); its dairy business generates about 4-5% of total revenue, which generated INR 600 crore in FY23 and has a distribution network of 100,000+ outlets; and its bread vertical is the largest in the organized bread market, with an annual income of INR 450 crores.
Annual Growth Rate of Net Sales Value of Britannia Industries Limited From FY 2016 to FY 2024
Let’s look at the different marketing strategies of Britannia, pricing, product, advertising, and more in detail.
Britannia has primarily concentrated on the creation of new products and the promotion of nutrition and wellness. Taste, food, and life experiences are closely linked in Britannia’s marketing and social media efforts. Britannia has also used celebrities like Salman Khan and Deepika Padukone to promote its different marketing campaigns. In the baking, biscuits, and dairy industries, it has effectively occupied a significant market share. The brand has relied only on traditional celebrity marketing, ignoring the power of Influencer Campaigning, which may significantly influence social media networks.
The corporation competes in the market based on an extensive distribution network, cost-effectiveness per unit, production facilities close to markets, new goods, skilled personnel, and a wide range of products.
Let’s understand the Britannia Marketing Mix in detail in the section below.
Marketing Mix of Britannia | Marketing Strategy of Britannia
Britannia Product Strategy
Product Category
Description
Biscuits
– Main product category, major revenue contributor – Includes Britannia Tiger, Britannia Good Day, Britannia Nice Time, Britannia Treat, Britannia 50-50, Little Hearts, Bourbon, Britannia Marie – Various flavors for different consumer preferences
Bread and Bakery Products
– Long-standing history of production – Includes various types of bread and fruit bread – Other bakery products available
Dairy Products
– Expanded into the dairy segment – Includes cheese, butter, ghee, and curd – Produced through partnerships with dairy firms
Cakes and Rusks
– Variety of cakes and rusks offered – Caters to different tastes and occasions
Nutri Choice Range of Products
– Targeted at health-conscious consumers – Offers healthier biscuit options under the Nutri Choice brand
Product Mix Britannia | Marketing Strategy of Britannia
Britannia produces a wide range of biscuits and dairy items. Britannia’s product strategy comprises mostly cakes, dairy, biscuits, bread, and rusk in its marketing mix.
Britannia Marie Gold, Britannia Nutrichoice, Britannia Little Hearts, Britannia Pure Magic, and more famous brands are among Britannia’s product list. The most well-known product is Britannia Tiger biscuits. Tiger cookies are also sold in countries such as Australia, Malaysia, and Indonesia. Thanks to cooperative agreements with dairy firms, Britannia can now make and sell butter, ghee, curd, and cheese. Its products are primarily aimed towards India’s middle class, which makes up most of the population. The Britannia products and its price list can be found on its website.
Food production is a highly competitive sector. Competition is at the heart of Britannia’s marketing strategy and price strategy.
Also, because the significant sector is price-sensitive middle-class individuals, Britannia is forced to compete on price. Britannia strives to bundle its products, which lowers the cost of its products. This is notably evident in their items made for family packs. The pricing strategy of Britannia allows businesses to make more money from customers who are prepared to pay more for healthier products and perks. Britannia’s prices are comparable to those of its competitors, mainly Parle’s, and they are practically identical.
Britannia Place Strategy
Britannia employs an extensive distribution network following the Fast-Moving Consumer Goods (FMCG) model, strategically appointing distributors to ensure its products are widely available across various markets. Britannia distribution channel follows the FMCG model, ensuring wide product availability through urban retail stores, rural networks, and modern trade partners. The company boasts a strong presence in urban areas and is actively working to enhance its reach in rural regions, addressing the unique challenges of distribution in these areas. Britannia effectively utilizes modern trade channels, partnering with major retail chains such as Big Bazaar and D Mart to maintain a prominent presence in high-traffic retail environments. Britannia has also expanded its market share internationally through strategic foreign deals and joint ventures, including collaborations with companies like Peek Frean in the UK and acquisitions such as Parry’s, enhancing its global reach.
Britannia Promotion and Advertising Strategy
Britannia employs various strategies in its promotional marketing mix, including television commercials, print advertisements, and billboards. Britannia has negotiated deals with celebrities to market its brand. However, the deals have varied depending on the product. The sports industry accounts for a more significant portion of its promotional operations. Cricket bats with the Britannia emblem, which international players approve, are an essential advertising tool. Britannia also markets its product as “vital for excellent health,” which appeals to consumers who are more concerned about the nutritional content of what they eat.
Britannia Segmentation Targeting and Positioning (STP)
Segmentation
Segmentation aids in comprehending the many types of clients present in the community and the characteristics linked with each category.
Kids, adults, and youth are the three groups of demographic segmentation. There are Treat fruit rolls and Tiger biscuits in the Kids category, while in the Adult category, there are Good Day and Cream Crackers. Youth biscuits include Little Hearts and Cream Biscuits.
Targeting
Following segmentation, targeting is how the organization chooses which consumer categories it wants to serve.
Britannia has spent the last 100 years focusing on the next generation of children and the elderly through a variety of goods. The Britannia Tiger is low-cost and aimed at low-income individuals, whilst the Britannia Marie Gold is aimed at families. Treat fruit rolls are intended for use by youngsters on rare occasions.
Positioning
Positioning is the final phase of the process. After determining the client it wants to target, the corporation selects what sort of messaging or attitude to take while selling the product.
Britannia has persuaded moms to buy Tiger biscuits for their children, Little Hearts as a snack for teenagers, and Good Day as a daily cookie that brings joy to everyone’s life.
Britannia’s Social Media Strategy
In today’s digital world, being active on social media is very important for any brand. Britannia uses social media effectively to connect with people, share its message, and achieve its communication goals.
The business has launched a new ad for Bourbon, one of its most popular products.
The brand concentrated on friendship in this campaign. It related it to people whose lives revolve around their friends, creating a movement centered around completing joyful moments with closest friends.
Britannia World Cup Campaign
Britannia Ad Campaign
Cricket fever has long been prevalent in India. As a result, Britannia saw this cultural connection as a vast potential and developed the “Britannia Khao World Cup Jar” campaign. This promotion combines two of India’s most powerful industries: food and cricket. Whoever bought a Britannia product with the Britannia Khao World Cup Jao promo SMS the promo code and the consumer would get a guaranteed reward for every 100 runs in the World Cup.
Britannia Good Day Campaign
The brand conducted a campaign with Bollywood actress Deepika Padukone. She advised people to focus on the objective and pursue the genuine deal, with the tagline “Khushiyon ki zidd Karo” being the simple translation. In plain English, this message stated that every day would be a good day if one stayed happy and pursued happiness.
By offering a trustworthy basis and high-quality products, Brittania has effectively created and generated trust among consumers. Brittania’s marketing strategy is focused on the product, with the firm emphasizing flavor and nutrition.
To attract more customers, Britannia’s marketing strategy and approach must adapt to the current market trends.
FAQs
How many Britannia plants are there in India?
There are 15 Britannia factories/plants in India.
Who is the owner of Britannia Industries?
Wadia Group is the parent organization of Britannia Industry.
What are Britannia Industries products?
Britannia is one of the oldest existing food processing brands in India. Some of its products include:
Biscuits
Bread
Cakes
Rusk
Dairy products- Cheese, Beverages, Milk and Yoghurt
How does Britannia generate revenue?
Britannia generates revenue from its two business segments that includes:
Bakery Products
Dairy Products
It makes 90-95% of its revenue from the biscuits and bakery segment. Dairy products generate 4-5% of its total revenue.
Whenever there is a discussion about the most corrupt and unethical corporations in the world, Nestlé always tops the list. Nestlé is one of the biggest companies in the world, with hundreds of products being sold all around the globe. It is no surprise that Nestlé dominates the processed and packaged food market.
Nestlé has around 339,000 people working for it in its 344 factories in 188 countries. But why is a company with such a huge influence and market called evil and unethical? Let’s start with its history. Began its journey in Switzerland in 1867 and was founded by Henry Nestle. He wanted to start his own line of milk-based baby formula for babies who were unable to receive breast milk due to a variety of factors.
Even if the formula is only dried milk, vegetable oils, and sugars, the key factor is the company’s marketing, which has led people to feel that the formula is essential for their babies’ growth and wellness and that breast milk is insufficient. You can see how misguided this is because most medical experts agree that breast milk, and only breast milk, is the greatest nourishment for infants.
The company is also facing numerous lawsuits for other frauds and unethical deeds it has committed. Despite this, the company continues to reign supreme, raking in billions of dollars every day. In this article, we will be discussing the reasons why is Nestlé evil and is the most hated corporation in the world.
Nestlé controls approximately 2000 brands around the world, with its baby formula being the most popular. However, the company’s product has a dreadful track record.
The company expanded its baby formula market in the 1970s and began advertising its baby formula as superior to breast milk, attempting to manipulate customers by spreading the narrative that its formula is beneficial for infants and provides all of the necessary nutrients that breast milk cannot. They even bribed medical specialists to testify on their behalf. This is so ethically terrible that no one can dispute it.
The ad campaigns encourage mothers to replace breast milk with baby formula. The most horrible thing Nestlé did was hire “saleswomen” in developing regions of Asia and Africa and send them to give medical advice to mothers and hand them free samples of the baby formula.
Under-educated mothers of underdeveloped countries believed that women were dressed as nurses. The free samples were weighed and packaged strategically to last just up to the day when the mothers were fully dependent on the formula and stopped lactating themselves.
The company’s horrible PR stunt led to thousands of infant deaths as the mothers were swapping Nestlé’s baby formula for breast milk. This left the children deficient in the necessary nutrients that breast milk provides.
The worst impact was in the underdeveloped regions of the world, where mothers were diluting the formula with more water to save money and were unknowingly starving the children. Breast milk provides all the elements vital for the development of the baby and its immune system. With a lack of natural milk, the babies from underdeveloped regions with no access to clean water suffered from many diseases and died.
The Baby Killer – Nestle is Evil
It resulted in thousands of deaths, and the formula was even named ‘Baby Killer’ by the media. When the situation got worse and people started getting mad about this and protesting, the World Health Organisation, in 1981, passed an International Code of Marketing of Breastmilk Substitutes, condemning the unethical practices. But the damage was done. The company, often criticized as “Nestle is evil,” tried to clear their name and started mentioning in their advertisements that breast milk cannot be replaced.
Even though the company is trying its best to keep its baby formula’s image squeaky clean after the big “Baby Killer” blunder by promoting ads encouraging mothers and talking about the benefits of natural milk, they are still pushing the baby formula and bribing health workers in countries with lenient laws and still getting away with it.
Nestlé Pure Life Bottles – Nestle Unethical Practices
Nestlé is also one of the leading producers of packaged water bottles. The bottles are packed with single-use plastic, leading to pollution of the environment and killing millions of sea creatures. According to several reports, during beach cleanings, most of the plastic bottles collected are Nestlé brands, which proves that Nestlé is one of the major contributors to water and land pollution. And it’s not just the plastic bottles that harm the environment; the water the plastic bottles harms the environment equally, if not more.
No matter what fancy pictures of springs, lakes, and mountains the labels have, almost all the water in the packaged bottles of the Nestlé evil company is from the ground. Nestlé’s evil company is blamed for exploiting the groundwater of the areas where the public needs it the most and selling it for their profit.
It is clearly unethical and dangerous for the environment. The company is also guilty of taking water sources from countries where people are forced to drink dirty water as Nestlé acquires clean water sources for their bottled water plants.
In 2013, the corporation began diverting abundant clean water from Pakistani locals and using it for their factories, leaving the population with no other choice except to drink sewage and sludge water. Not just in Pakistan; the evil corporation is doing the same thing in numerous undeveloped countries with abundant natural resources that Nestlé can readily exploit due to tax regulations.
Nestlé’s Use of Child Labours
Nestlé Fair Trade – Nestle is Evil
Nestlé sells a wide range of chocolate goods made with cocoa obtained through forced and trafficked child labor. During the 2000s, the company, along with several other chocolate companies, was accused of using child labour to produce cocoa for their chocolates. Nestlé claimed to get rid of this problem and create ethically correct products by the year 2005. But it has not done much regarding the issue.
The company claims that most of the unpaid child labor involved in chocolate production is done by children working on their parents’ farms. Because the farmers cannot afford school and need all the working hands possible to afford food, shelter, and other necessities, the reasoning is absurd because Nestlé is the one who pays them. Thus, they should do something to help the farmers who work for them. They should offer them assistance and raise the amount of money they pay to the farmers.
They tried to improve their image by including ‘fair trade’ marks on their labels to showcase that the chocolate bars are made with ethically sourced cocoa, but it didn’t solve the main problem, which was illegal child labor. They still have farms and plants where forced child labor is taking place, but they haven’t done much about it and do not provide any proof that the products sold are ethically made.
Nestlé’s Factory Waste Polluting The Environment
As discussed earlier, the company’s plastic water bottles are the major culprits of water and land pollution. The single-use plastic is the main reason for littering and water pollution. The company has claimed to replace all their single-use plastic bottles with recyclable ones. But there is no progress in that department yet.
The plastic bottles are damaging the environment, and the waste generated by the company’s factories is causing irreversible damage to the environment and marine life. In 2020, a Nestlé milk powder plant in France released its biological waste in the local water bodies, killing around three metric tons of fish. And even after making many colossal promises and claims for reducing plastic waste and use, the company has increased its share of reusable, recyclable plastic by only 1%.
According to the latest reports from the Ellen McArthur Foundation, the company has done nothing, made zero progress in the environmentally safe sector, and has not addressed the waste they are generating at all.
Health Concerns
In July 2009, the FDA and CDC issued a cautionary statement urging consumers to avoid Nestle Toll House refrigerated cookie dough due to an E. coli outbreak affecting over 50 individuals across 30 states. This contamination resulted in hospitalizations and tragically claimed one life. Nestle responded by expressing grave concern, acknowledging their product’s implication in the illness and fatality, and subsequently implementing more rigorous testing and inspection procedures for raw materials and finished goods to meet higher quality standards.
In a larger-scale crisis in 2008, Nestle faced the Chinese Milk Scandal, where their products were linked to six infant deaths and numerous hospitalizations due to melamine contamination. Despite Nestle’s denial, the Taiwanese government detected traces of melamine in their products, prompting Nestle to dispatch specialists from Switzerland to enhance chemical testing at five Chinese plants. The incident became a major global food safety concern, with China reporting over 300,000 victims, resulting in severe legal consequences, including executions and life sentences for those implicated.
Nestle Evil: The Most Evil Business in the World
Price Fixing
In both Canada and Germany, Nestlé, along with Hershey and Mars in Canada and Nestlé alongside five other companies in Germany, faced investigations that raised concerns about their business practices. In Canada, the Competition Bureau scrutinized allegations of price fixing, leading to office raids and subsequent class-action lawsuits, resulting in a $9 million settlement. Despite the settlement, none of the companies admitted liability, and the former president and CEO of Nestlé Canada now faces criminal charges related to the case.
Simultaneously, in Germany in 2008, Nestlé, known for its unethical practices, along with Mars and five other companies, underwent a parallel price-fixing investigation. This inquiry was prompted by substantial, nearly simultaneous price hikes, up to 25%, in the chocolate and confectionery market. German police conducted office raids during the probe, and the companies justified the price increases by citing rising raw material costs. These scandals not only added to the regulatory challenges faced by the companies but also stirred international concerns about the transparency of the industry’s pricing practices.
Promoting Unhealthy Foods and Deceptive Labeling – Nestle is Evil
Nestle, a company that has positioned itself as a leading health and wellness company, has faced criticism for promoting unhealthy food. A report by the UK Consumers Association revealed that seven out of the top fifteen high-sugar, fat, and salt breakfast cereals were Nestle products. Nestle has been accused of targeting children with their marketing practices.
In an interview, Nestle’s chairman, Mr Brabeck, defended his breakfast choice of a dark chocolate tablet as a balanced start to his day. However, this attitude further fueled the perception that Nestle was not prioritizing healthier alternatives in its product offerings.
In addition to concerns about unhealthy food, Nestle faced accusations of deceptive practices in Colombia in 2002. The company was ordered by the police to decommission 320 tons of imported powdered milk because of false relabeling, which included a different local brand and altered production dates. This raised ethical and legal issues and underscored potential health risks for consumers.
Controversy Surrounding Maggi
The Maggi Controversy – Nestle Unethical Practices
In 2015, revelations emerged in India that Nestlé’s popular noodles brand, Maggi, contained elevated levels of lead and MSG beyond the legal limits. This discovery prompted India to file a lawsuit against Nestlé, seeking nearly $100 million in damages for violating food safety standards. In response to the controversy, Nestlé took a proactive measure by voluntarily withdrawing Maggi products from the market until they could ensure their safety for consumption. This strategic move allowed Nestlé to salvage its reputation and evade the hefty fine initially demanded by Indian authorities.
The Maggi incident in India is often associated with concerns about Nestlé’s adherence to food safety regulations and underscored the importance of swift action in crisis management for multinational corporations, including allegations related to “Nestle crimes.” Nestlé’s decision to remove the product from the market showcased its commitment to addressing the issue and restoring consumer trust, albeit with significant financial implications.
Nestlé’s Involvement in Campaigns Against Maternity Leave
In recent years, Nestlé has faced criticism for allegedly funding campaigns against expanding maternity leave in the U.S.
Sources of Criticism
Reports: Groups like the National Women’s Law Center claim Nestlé donated to organizations opposing maternity leave.
Media Investigations: Outlets like The Intercept and The Guardian reported Nestlé’s ties to lobbyists against maternity leave laws.
Former Employees: Some ex-staff alleged Nestlé pressured workers and indirectly supported anti-maternity leave efforts.
Key Concerns
Women’s Rights: Critics say opposing maternity leave harms women’s ability to recover from childbirth and care for their babies.
Infant Health: Short maternity leave may prevent mothers from breastfeeding.
Financial Gain: Critics believe Nestlé opposes maternity leave to boost infant formula sales, as working mothers may rely more on formula.
Ethiopian Debt Repayment
In 2002, Nestlé asked Ethiopia to pay back a $6 million debt, even though the country was facing a terrible famine. Many people were upset and sent over 8,500 emails to Nestlé, asking the company to stop. Nestlé then changed its mind and said it would put any money it got from Ethiopia back into the country.
In 2003, Nestlé agreed to take only $1.5 million and gave that money to three charities working in Ethiopia: the Red Cross, Caritas, and the UNHCR.
Russo-Ukrainian War
In 2015, a Ukrainian TV channel didn’t hire a Ukrainian-speaking woman as a cooking show host. The sponsor, Nesquik (a Nestlé brand), reportedly wanted only a Russian-speaking host. This caused protests in Kyiv. Activists accused Nestlé of being unfair to Ukrainian speakers and helping spread Russian influence. They also criticized Nestlé for selling products made in Russia and warned of a boycott.
After Russia invaded Ukraine in 2022, many Western companies left Russia—but Nestlé was slow to act. It said it wanted to protect its 7,000 workers in Russia. Nestlé stopped shipping non-essential goods but kept making baby food and hospital food there. Ukrainian President Zelensky asked Nestlé to stop doing business that supports the war.
In November 2023, Ukraine’s anti-corruption agency listed Nestlé as an international sponsor of the war.
Conclusion
Nestlé, a multibillion-dollar corporation with complete market dominance, has faced numerous controversies. Despite engaging in several unethical and illegal activities, the company seemingly evades significant consequences, thanks to its vast wealth, power, and influence in lawmaking as a large corporation.
Nestlé’s adept marketing strategies, coupled with its ability to easily influence its consumer base through advertisements featuring bold claims and promises, contribute to a facade that diverges starkly from the harsh reality. The company has earned the dubious reputation of being dubbed “the most evil company of all time,” a label fueled by ongoing Nestle controversies that shed light on questionable business practices.
FAQs
Why is Nestlé bad?
Nestle is bad and is known as an unethical company because of the use of child labor and the manufacturing of plastic bottles that damage the environment.
Does Nestlé have a bad reputation?
Yes, Nestle is known for human trafficking, child labor, and manipulating customers.
Why is Nestlé being boycotted?
Nestle was being boycotted because it manipulated uneducated mothers by selling its infant formula in poor countries, leading to malnutrition.
Is Nestle a bad company?
Nestle is criticized for labor practices, water usage, marketing tactics, and plastic pollution. However, they try to source ethically and be sustainable. Ultimately, judging their “goodness” depends on your ethics.
Who owns Nestle?
Nestlé is publicly traded, so no single entity owns it entirely. However, major shareholders include institutional investors like BlackRock, and the company itself holds a small percentage.
Why is Nestle evil?
Nestle is so evil because Nestle is criticized for child labor, formula marketing, water overuse, and plastic waste. These issues have worsened Nestle reputation and made it an “evil company”.
Why is Nestle unethical?
Nestlé is seen as unethical due to issues like exploiting water resources, promoting baby formula over breastfeeding, child labor in cocoa farming, and opposing maternity leave laws making people hate the company.
What did Nestle do?
Nestlé faced criticism for promoting baby formula over breastfeeding, exploiting water resources, using child labor, and opposing maternity leave laws.
The analysis by the global market research firm EY states that consumer goods companies have enormous opportunities to use AI to improve asset tracking, supply chain management, and consumer experience and engagement. The use of artificial intelligence (AI) technologies to improve customer centricity and operational efficiency is on the rise among Indian merchants. An overwhelming 82% of Indians surveyed by the EY consumer index are optimistic that artificial intelligence will one day make shopping much easier.
Several industries have jumped on the bandwagon of innovation and adaptation in response to recent tech developments and the expansion of the internet. This trend has been especially accelerated by the fast-moving consumer goods (FMCG) industry’s collaboration with the e-commerce sector. According to McKinsey, E-commerce sales for consumer goods will quadruple from 2016 to 2025, reaching $1.8 trillion. With so much competition and so many brands entering the industry, AI is becoming an important differentiator for brands looking to remain ahead of the curve.
AI is crucial to draw customers closer to the company. Finding reliable customer insights to improve data-backed decision-making is a persistent problem in the fast-moving consumer goods (FMCG) sector. Insights AI ensures organisations acquire in-depth customer behaviour data by combining powerful AI technologies like Emotion AI, Behaviour AI, and Generative AI. These innovations provide precise data for effective decision-making and aid brands in comprehending the wants and needs of target consumers.
Customer wants and demands in the fast-moving consumer goods industry (FMCG) are dynamic, just like in any other industry. Thanks to AI’s data-processing prowess, organisations can swiftly and accurately adjust their marketing plans to meet the needs of their target audience. Insights AI has the potential to greatly enhance the quality and affordability of products and services in the Indian fast-moving consumer goods market.
Through AI, Fast-Moving Consumer Goods (FMCG) companies may better understand their customers’ habits and preferences, which in turn allows them to provide better service and encourages more participation. Artificial Intelligence also allows for substantial process automation, which saves time and money. According to an IBM poll, retail and brand executives expect cognitive automation capabilities to slash operational expenses by seven per cent on average.
Adapting to the latest developments in data-driven technologies like deep learning, artificial intelligence, and machine learning can greatly benefit FMCG companies. There have been revolutionary shifts in the fast-moving consumer goods (FMCG) industry as a result of Machine learning and deep learning. With the massive amounts of data produced by the FMCG industry, Machine learning approaches help businesses identify and segment their target markets by analysing customer behaviour, preferences, and buying habits. Companies in the fast-moving consumer goods industry can use this information to improve their demand forecasting, personalise their marketing campaigns, and optimise product positioning and pricing tactics.
Leading FMCG Companies in India by Market Capitalization
Customised Suggestions
AI is having a major impact on consumer choices by providing tailored suggestions. In contrast to 23% worldwide, 48% of Indians trust AI for personalised promotions and sales, according to the EY report.
Online retailers, media streaming sites, and social media sites all use AI algorithms to sift through customers’ tastes, habits, and online activity. Customers have better shopping experiences, are more satisfied overall, and are likelier to a brand because of AI’s ability to provide personalised product recommendations based on their interests and preferences.
Using AI-based technologies to make buying decisions is becoming more and more acceptable to Indian shoppers. While just 58% of people worldwide are receptive to the idea of AI helping them make better purchasing decisions, 82% of Indians are. Indian customers have more faith in AI-generated personalised suggestions and AI-powered targeted marketing and sales. When asked for assistance, 82% of Indians would be willing to use a chatbot.
Variations in consumer demand contain useful information for fast-moving consumer goods (FMCG) companies due to the many connections and patterns they contain. Discovering these insights is essential for getting ahead in the industry. FMCG companies need to process this data to make informed decisions about product placement, product prioritisation, workflow optimisation, marketing segmentation, pricing and offer launch timings. Applying state-of-the-art tools and algorithms allows for thorough planning and optimisation in the FMCG landscape. As a result, more and more fast-moving consumer goods (FMCG) companies are using AI-powered automation to reimagine the customer service they provide and boost engagement with their brands.
What is the future of AI in the FMCG industry in India?
AI is expected to play an increasingly important role in all aspects of the FMCG industry, from product development to marketing and sales.
As AI technology continues to evolve, we can expect to see even more innovative applications in the FMCG space.
What are some of the benefits of using AI for FMCG companies in India?
Some of the benefits of using AI for FMCG Companies are increased customer satisfaction and loyalty, improved operational efficiency, reduced costs and better decision-making.
How can FMCG companies in India use AI to improve customer experience?
AI can provide personalized recommendations based on customer behaviour and preferences.
AI-powered chatbots can offer 24/7 customer support.
AI can help companies understand customer needs through sentiment analysis.
Patanjali = Baba Ramdev + Ayurveda + Organic + Healthy + Desi + People’s Trust + Quality Product. The combination of all makes Patanjali a dynamic business model in a country like India. Speaking of this, the way Patanjali manifested itself in the Indian market reflects its brilliant marketing strategy and brand positioning. Though Patanjali has a wide range of products, it gets sold easily because of the brainchild behind this, i.e. Baba Ramdev, primarily known for his popularizing Yoga and Ayurveda in India.
Patanjali – Company Highlights
Company Name
Patanjali Ayurved
Headquarters
Haridwar, Uttarakhand, India
Founders
Baba Ramdev & Acharya Balkrishna
Sector
Consumer goods & Healthcare
Founded
2006
Parent Company
Patanjali Ayurved Limited
Website
patanjaliayurved.org
Patanjali Ayurved Limited was established in 2006 with the thought of rural and urban development. The company is not merely an organization but a thought of creating a healthy society through Yoga and Ayurveda.
Patanjali Ayurved, (commonly known as Patanjali), is an Indian fast-moving consumer goods (FMCG) company based in Haridwar, India. It was founded by Baba Ramdev and Acharya Balkrishna in 2006. Its registered office is located in Delhi, with manufacturing units and headquarters in the industrial area of Haridwar. The company manufactures cosmetics, ayurvedic medicine, and food products.
Patanjali fabricates mineral and natural items. It also has manufacturing units in Nepal under the trademark “Nepal Gramudhyog” and imports a greater part of herbs in India from the Himalayas of Nepal.
In 1995, Baba Ramdev was a little-known yoga teacher in Haridwar when his close associate, Acharya Balkrishna, and he set up Divya Pharmacy – under the aegis of Ramdev’s guru, Swami Shankar Dev’s, ashram – to make Ayurvedic and herbal medicines. The medicines proved so popular that Ramdev and Balkrishna sought to diversify. But that proved difficult since Divya Pharmacy was registered under a trust.
Meanwhile, Baba Ramdev started gaining popularity which helped him to receive funds from the likes of NRIs Sarwan and Sunita Poddar, as well as locals such as Govind Agarwal – which in turn helped to get bank loans. This led to the incorporation of Patanjali Ayurved as a private company in 2006, with the purpose to bring the Ayurved in the form of the various product range, particularly in healthcare, hair care, dental care, toiletries, food and more – at breathtaking speed.
The initial days were quite difficult for them. They hardly had money to pay for the registration of Divya Pharmacy. For the first three years, till 1998, they distributed the medicines free. From buying the raw materials to grinding and mixing, everything is done by themselves as they cannot employ staff because of the lack of money.
It is noteworthy for a brand to be not the same as its rivals, and Patanjali quickly developed its own identity. Patanjali’s mantra of low costs goods and ‘swadeshi’ are broadly viewed as the principal purposes for its prosperity.
How did Baba Ramdev do it? The man has astutely related Patanjali with Ayurveda, which pulled in a huge group of spectators. He has brought Ayurveda into the market by matching it with the need of the consumers, particularly, by developing a wide range of products, thus enhancing the brand recall value.
He has picked up the trust of clients not just by demonstrating the products to them but also by using them himself. However, all of the organization’s procedures to verify the quality and amount of the items are strictly followed.
Patanjali Ayurved bids broadly by anticipating a picture of regular and unadulterated items. Baba Ramdev, its image diplomat, is additionally an open figure and well-being advertiser whose mass intrigue has ascended in recent years.
Patanjali – Founders
Baba Ramdev | Founder | Patanjali
In 1995, Balkrishna and Baba Ramdev founded Divya Yoga Mandir Trust in Haridwar, and in 2006, they founded Patanjali Ayurved a fast-moving consumer goods (FMCG) company involved in the manufacturing and trading of FMCG, herbal, cosmetics and ayurvedic products.
Swami Ramdev (born Ram Kisan Yadav in 1965), also known as Baba Ramdev, is an Indian yoga teacher and businessman, primarily known for his popularising Yoga and Ayurveda in India.
While Ramdev does not hold a stake in Patanjali Ayurved, he is the face of the firm and endorses its products to his followers across his yoga camps and television programs. Balkrishna owns 94% of the company and serves as its managing director. He is a close aide of Baba Ramdev.
Archarya Balkrishna | Founder | Patanjali
Balkrishna claims 98.6% of Patanjali Ayurved, and as of March 2018, it has total assets of ₹43,932 crores ($6.1 billion). Acharya Balkrishna is India’s Third youngest Billionaire with US$2.3 billion wealth as per the Forbes list of India’s 100 Richest People (May 2021).
Patanjali – Name, Logo & Tagline
Patanjali Ayurved Logo
The word “Patanjali” is a compound name from”patta” (meaning falling, flying) and “añj” (honour, celebrate, beautiful) or “añjali” (reverence, joining palms of the hand). The meaning of Patanjali is ‘Famous Yoga Philosopher‘ or ‘The authorof Yoga sutras‘.
The tagline of Patanjali is “Prakriti ka Aashirwad” which signifies that it uses Ayurveda (something that is perceived as a healthcare approach) and organic and natural ingredients to create a wide range of products, thus beautifully depicting an illusion in the mind of the customer that the product they’re using is really a nature’s blessing.
Patanjali – Vision and Mission
VISION
Keeping Nationalism, Ayurved and yoga as their pillars, Patanjali is committed to creating a healthier society and country by bringing the blessings of nature into the lives of people in the form of Ayurveda, a healthcare approach that is religious and spiritual. Having said that, Patanjali is all set to create a history in the Indian FMCG sector.
MISSION
Ayurveda has its foundation laid in ancient times as a healthcare approach but people have been neglecting it. So, there when Patanjali came into the picture to make India an ideal place for the growth and development of Ayurveda and a prototype for the rest of the world by upbringing awareness among people.
Patanjali – How Did It Achieve Success?
How Patanjali Achieved Success
Patanjali is the biggest Swadeshi FMCG brand. There is a great deal of information one can gain from Patanjali’s plan of action.
Baba Ramdev made an unpredictable plan of action for selling ayurvedic items. He never introduced his products as ayurvedic medications in the market, he propelled them as FMCG products.
Patanjali Ayurved is not entirely different from other FMCG organizations but it has a strategy similar to them as the products are offered to clients at an edge to procure a benefit.
Here are the factors which helped Patanjali to achieve success.
Pricing of Products
Moderate estimating of Patanjali items is one reason for its solid infiltration into the Indian market. As Baba Ramdev stated, the motivation behind Patanjali is Upkar and not Vyapar. Patanjali aims to give great quality items at low costs. How is it able to sell items at lower prices when compared to its rivals?
The organization sources items legitimately from ranchers and removes middlemen from the picture. This allows Patanjali to reduce crude material acquirement costs.
Patanjali appreciates a duty excluded status which is smack on the essence of other FMCG organizations.
Patanjali acquired terrains at a much-limited rate.
Patanjali doesn’t contract MBAs for selling their item, it employs a lesser number of experts. The organization has faith in assembling the items which the customers may purchase without the need for additional push to sell the item. There is nobody in that organization who is paid crores in salary.
The edge of merchants and retailers is less in Patanjali items when contrasted with other FMCG items.
Swadeshi Factor
The advancement system of Patanjali is entrancing with the “Make In India” campaign to gain more attention from the customers. Baba Ramdev’s main motive is to replace MNCs. They promote their products by saying that it doesn’t contain unsafe synthetic compounds and only natural pith. “Also by purchasing our items, you are guaranteeing the cash you spend remains in India.” The Swadeshi factor has proved to be a profitable strategy.
Baba Ramdev Buzzing Personality
Patanjali doesn’t rely on entertainers or sportsmen to promote its catalogue. Baba Ramdev is a steadying force. He has amassed an enormous group of devotees over 20 years through diligent work around yoga and Ayurveda. This saves the Indian FMCG giant a lot of investment when it comes to promotion and publicity.
A large number of individuals, from India as well as abroad, follow this other-worldly master. Baba accepted this as an open door and propelled a different scope of items under the brand name ‘Patanjali’.
Branded House Strategy
In this technique, different items are propelled and advanced under one brand. For instance – Apple has different items like Mac, iPad, iPhone, and more. Even though each one of them is unique and performs various capacities, collectively they are seen as Apple items.
Similarly, Patanjali advances all of its items under one brand. This additionally encourages lower costs in showcasing and publicizing as it doesn’t need to advance every item. Patanjali pushes for the image name “Patanjali.”
Distribution & Supply Strategy
Distribution And Supply Chain Of Patanjali
Patanjali Ayurved Ltd. built its one-of-a-kind retail organization. It began selling products through its own channels of super distributors, distributors, Chikitsalayas (franchise dispensaries), and Arogya Kendras.
Chikitsalaya – Pharmacies where specialists analyzed patients for nothing and suggested purchasing drugs from stores nearby. This is a unique system no other organization thought of.
Patanjali Arogya Kendras, a well-being and health focus centre.
Non-drug outlets are called Swadeshi Kendras. Additionally, the organization has numerous restrictive outlets across India. Patanjali items can also be purchased online.
Promotion Strategy
Marketing Mix Model Of Patanjali Ayurved
Patanjali uses a marketing mix model strategy to promote its brand or product in the market. The 4Ps make up a typical marketing mix – Price, Product, Promotion and Place.
Price: Patanjali uses a value-based pricing strategy primarily based on a consumer’s perceived value of a product or service that aligns with its competitors.
Product: It has a wide range of all existing and herbal products for different diseases.
Segmentation: Patanjali divides the market on the basis of age, lifestyle, personality, class, gender, etc. depending upon the people looking for healthy FMCG products.
Targeting: Patanjali offers products for all aged people but it targets mainly middle and upper-middle-class families who prefer ayurvedic products.
Positioning: Patanjali positioned itself as a healthier and safer product in the FMCG category that treats diseases with zero side effects.
Authentic Selling Strategy
Strategies Of Patanjali Ayurved
Patanjali uses an authentic selling strategy/authentic marketing to communicate openly, honestly and genuinely with customers. Baba Ramdev promotes the product in his yog shivir, youtube channels and other media platforms.
Patanjali – SWOT Analysis
The SWOT analysis of Pantajali Ayurved is mentioned below:
SWOT Analysis | Patanjali Ayurved Limited
Strengths
Offers 100% natural products with few side effects.
The brand image of the trust.
Extensive marketing has helped Patanjali to consider socially responsible for the health of the society, thus pulling people into accepting its products as a healthier and safer option.
Baba Ramdev’s buzzing personality helped in the quick sale of the products.
Excellent word-of-mouth marketing has helped the brand grow.
Established a successful distribution network in urban areas.
Weaknesses
Low export levels.
Diversification to other products raised quality issues.
No distribution network in rural areas.
Less expenditure on marketing and promotional activities.
Opportunities
Patanjali can tap the overseas and rural market as people are becoming more health-conscious.
Can enter more segments in personal hygiene, FMCG, etc.
Can diversify in different sectors like clothing, education, restaurants, etc.
Can bring change in the trend of becoming more health-conscious and using more organic products.
Threats
Political Interferences.
Big players can overcome new competition from Patanjali with their existing model.
Patanjali has a wide range of quality products – Natural Food Products, Natural Health Care, Natural Personal Care, Ayurvedic Medicines, Herbal Home Care & Patanjali Publication with 50000000+ consumer reach, 300000+ stores reach, 1000+ products and 5000+ Patanjali stores.
Patanjali Food and Herbal Park at Haridwar is the primary creation office of Patanjali Ayurved. The organization has a creation limit of ₹35,000 crores ($5.1 billion) and is growing to a limit of ₹60,000 crores through its new generation units at a few spots, including Noida, Nagpur, and Indore.
The organization intends to set up further units in India and Nepal. In 2016, the Patanjali Food and Herbal Park were given a full-time security front of 35 outfitted Central Industrial Security Force (CISF) commandos. The recreation centre will be the eighth private establishment in India to be watched by CISF paramilitary forces. Baba Ramdev is himself a “Z” class protectee of focal paramilitary forces.
Patanjali Ayurved produces items in the class of individual consideration and food. The organization makes more than 2,500 items, including 45 sorts of corrective items and 30 kinds of sustenance items.
As indicated by Patanjali, all the items fabricated by Patanjali are produced using Ayurveda and characteristic components. Patanjali has additionally propelled magnificence and infant products.
Patanjali Ayurvedic producing division has more than 300 drugs for treating a wide scope of sicknesses and body conditions, from normal cold to ceaseless paralysis. Patanjali propelled Atta noodles on 15 November 2015. The organization is accounted for fabricating conventional garments like Kurta, Pyjama and jeans.
On 5th November 2016, Patanjali declared that it will set up another assembling plant Patanjali Herbal and Mega Food Park in Balipara (Assam) by contributing ₹1,200 crores ($170 million). It would have an assembling limit of 10 lakh products every year. The new plant will be the biggest office of Patanjali in India and is operational at the moment. Patanjali as of now has around 50 assembling units in India.
Patanjali – Why Did It Saw Downfall?
Patanjali Ayurved, being one of the leading FMCG brands in India, had seen a downfall in its sales in 2017. Patanjali has always been the consumer’s favourite due to its affordability, use of natural & organic ingredients and Swadeshi factor.
Following are the reasons that have slowed down the growth of Patanjali in 2018:-
Lack of Innovation: Without innovation, there is not anything new and without anything new, there is no progress especially when everything around you is innovating. Since the introduction of the goods and services tax (GST) hit its operations in 2017, Patanjali has not managed to recover from the low growth cycle. As a result, its top line declined 10% in FY18. The decline was primarily because of its inability to adapt to the GST regime and develop infrastructure and supply chain.
Lack of Advertising: The decrease in advertising slowed down the growth of Patanjali. Patanjali didn’t focus more on advertising as a result faced a decline in its sales because people were not aware of its natural and organic products.
Ignoring Competition: One of the major reasons why Patanjali faced decline is ignoring its competitors. It’s very important for a company to keep an eye on its competitors. Patanjali has created many rivalries along with success and started rolling out their own variant of natural and organic products.
Poor Management: After gaining huge popularity among consumers, Patanjali diversified itself among various sectors besides FMCG. It became difficult to manage the business verticals and ensure quality checks of the products. As a result, various quality issues emerged that resulted in the decline of its growth.
Despite single-digit top-line growth in FY20, Baba Ramdev was hopeful that Patanjali will regain its lost glory.
Patanjali Ramdev reported a 9% jump in its revenue in FY21 and the net profit grew 14%. The net profit of Patanjali was Rs 485 crore while its revenue was around Rs 1000 Crores. The fast-moving consumer goods (FMCG) major Patanjali Ayurved has reported a 22% growth in its net profit for 2019-20 (FY20). According to the financial data accessed by business intelligence platform Tofler, the group’s flagship entity reported Rs 423 crore net profit for the year, compared to Rs 349 crore it had posted in 2018-19 (FY19).
Patanjali Ayurved, earned over 80% of Patanjali Group’s total revenue, such that its operating revenue grew 6% to Rs 9,023 crore in FY20.
The firm’s top-line growth remained higher than the previous year. In FY19, the Ayurveda major had clocked Rs 8,330 crore turnover – 2.4% higher than Rs 8,136 crore it had posted in 2017-18 (FY18).
Since its sales lost momentum in 2016-17 (FY17), Patanjali is yet to regain the momentum it used to have earlier.
In 2014-15 and 2015-16 (FY16), its revenue had grown 86% and 100%, respectively.
In recent years, its net profit, too, has suffered. Despite double-digit growth, Patanjali’s net profit fell well short of the Rs 1,190 crore it had reported four years ago.
In FY20, its net profit margin stood at 4.67%, compared to 13.3% in FY17 and 16% in FY16.
Some anticipated incomes of ₹5,000 crores ($720 million) for 2015–16. Patanjali proclaimed its yearly turnover for the year 2016-17 to be ₹10,216 crores ($1.5 billion). It was recorded thirteenth in the rundown of India’s most confided in brands (The Brand Trust Report) starting in 2018, and positions first in the FMCG classification.
Patanjali Ayurved Ltd has achieved a tremendous presence around the globe and throughout India in a very small time since its inception in 2006. They have more than 47000 retail counters, 3500 distributors, multiple warehouses in 18 states and proposed factories in 6 states.
Future Of Patanjali Ayurved
Patanjali is the quickest developing organization in the Indian FMCG segment, a $50 Billion industry once commanded by worldwide behemoths – a semblance of Unilever, P&G, Nestle, Colgate – Palmolive, Johnson and Johnson.
From cleanser and bread rolls to ghee and noodles, and now clothing and footwear – no indigenous organization has fabricated such a well-differentiated item portfolio. It has developed more than multiple times in income in the most recent five years and is an unmatched accomplishment in India’s FMCG industry.
The organization focused on incomes of Rs.10,000 crore for FY 2016-17 and Rs. 20,000 – 25,000 crore in FY 2018. It has a broad deals channel of more than 5000 merchants, 15,000 stores, and 100 uber bazaars.
Also, it has tied up with retail chains like Future Group, Reliance Retail, Hyper City, and Star Bazaar. The ongoing declarations of a Rs. 1,600 crore sustenance park in Noida and a Rs. 1,200 crore creation office in Assam highlight the buzz around Patanjali’s arrangements to showcase the organization’s hearty extension plan.
With a growth rate of 130%, the Patanjali Group is planning to make a foray into major global markets. As the group is already present in markets like the US, Canada, the UK, Russia, Dubai and some European countries, it is willing to spread its wings wider and farther.
Conclusion
Patanjali, being a Swadeshi brand has always been in the limelight because of its Ayurvedic products. Each of their steps has been cleverly strategized to bring the best to the brand. Even after facing a few setbacks, the company is standing tall as ever, being the fastest-growing company in the Indian FMCG sector.
Patanjali is expected to go a long way in the future, only if it manages to keep itself ahead of competitors. It has a major advantage over other competitors as Baba Ramdev, a famous Yoga teacher, is the face of the firm.
FAQs
Who is the founder of Patanjali products?
Baba Ramdev & Acharya Balkrishna are the founders of Patanjali products.
When was Patanjali established?
Patanjali was established in 2006.
Are Patanjali products FSSAI approved?
Many Patanjali products lack approval by the Food Safety and Standards Authority of India (FSSAI) the federal food safety regulator of India.
What strategy made Patanjali so successful?
The Swadeshi factor, and claim to be chemical-free products promoted by Baba Ramdev have proved to be a profitable strategy for Patanjali.
Who are the competitors of Patanjali?
The top competitors of Patanjali are:
Dabur India
Procter and Gamble
Marico
ITC
Nestle Ltd.
HUL (Hindustan Unilever Limited)
Baidyanath
Emami
Himalaya Herbal
What is the revenue of Patanjali?
The revenue of Patanjali was recorded $4.2 Billion in 2021.
Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by Ruchi Soya.
In terms of edible oil imports, on the record India is now the world’s largest. Some of the primary causes boosting the edible oil market in India include improving household incomes, the rise of the food processing sector, rising urbanisation rates, and changing dietary patterns.
Consumer health concerns about the increasing prevalence of cardiovascular disease, gastrointestinal problems, diabetes, obesity, and other ailments are driving awareness of healthy edible oil in India. The industry is also being boosted by increasing knowledge of the numerous health benefits of low-cholesterol and organic edible oil. And that’s what drove several regional producers to introduce healthy product versions that are high in omega-3, natural antioxidants, and vitamins.
Ruchi Soya Industries Limited (Ruchi Soya) has grown into a completely integrated company in the edible oil industry, with a reach from fields to plates with safe access to Indian palm oil plantations.
Ruchi Soya Industries Limited is a company that processes oilseeds and refines crude oil for human consumption. It is divided into the following sections: Seed extracts, oils, vanaspati, wind power generation, food products, and other products are available. Various forms of seed extractions are included in the Extraction section. Vanaspati, baking fats, and a table spread, all are available in the Vanaspati sector. Crude oil and refined oil account for the vast majority of revenue in the oils industry. Textured soy protein and soy flour are included in the Food Products category. Wind turbines are used to generate power in the Wind Power Generation industry. Seeds, seedlings, soap, coffee, fresh fruit bunches, toiletry preparations, castor seed, honey and wheat flour are included in the other segments.
The firm’s headquarters are in Indore, with plants and offices across the nation’s significant business hubs. Despite domestic and international rivalry, they have pursued an unwavering path of expansion since their inception.
Patanjali Ayurved acquired Ruchi Soya in 2019. As per a survey issued by Deloitte Touche Tohmatsu, Ruchi Soya is rated 175 among the list of top 250 consumer products companies in the “Global Powers of the Consumer Products Industry 2012.”
Ruchi Soya Industries Ltd.
Ruchi Soya – Industry
The provision of good infrastructure and India’s diversified agro-climatic conditions, which promote the mass production of food components, are the two key factors that have helped the Indian food processing sector grow to become the fifth largest in the world. Currently, India’s food processing sector employs 11.60 per cent of the country’s population and accounts for 32 per cent of the country’s food market. In addition, the industry contributes 2.2 per cent of India’s overall FDI inflows. Even though the industry is dominated by the unorganised sector, the organised sector is predicted to grow throughout the projection period (FY 2020-FY 2024).
The Indian food processing market was worth Rs 25,691.30 billion in FY 2018 and is predicted to reach INR 53,435.52 billion by FY 2024, growing at a CAGR of 12.09 per cent between FY 2020 and FY 2024.
Ruchi Soya – Founder
Dinesh Shahra founded Ruchi Soya in 1986.
Ruchi Soya Industries Ltd.’s Founder and Managing Director, Dinesh Shahra, is renowned in the industry for his strategic business expertise and iconoclastic management.
Ruchi Soya – Startup Story
Ruchi has been one of the country’s leading edible oil manufacturers since it began operations in Indore in 1986. Its other products included soya food, Vanaspati, and lecithin. Ruchi’s product portfolio included these everyday delicacies. Despite their diverse product portfolio, palm oil and soya chunks accounted for a significant portion of their income.
Ruchi Soya quickly grew to become one of the country’s top FMCG firms. It possessed a sizable market share and a well-developed distribution network. Ruchi Soya produced roughly 3 million tonnes of oil per year, with 7 lakh+ retail outlets and 6000+ wholesalers. It also has around 13 well-maintained refinery units. Customers and markets both appreciated it. It was one of the go-to investments for anyone searching for a high-yielding stock. Ruchi Soya’s life was, in a nutshell, hunky-dory until 2011. In fact, it continued to make considerable money until the end of 2015.
However, the tides quickly turned against it, bringing with them a sequence of unfavourable circumstances that redefined its success story. Yes, the corporation saw a precipitous decline from its apex. So, where did things go wrong? The problem began when Indonesia’s government, which imports the bulk of its raw resources, enacted proposed laws. The government raised the tax on crude oil and some other raw resources exports under the new law. The higher expense has to be borne by it. This had an economic burden on the company’s margins as well.
Ruchi Soya has become one of India’s finest FMCG companies, as a prominent maker and distributor of a nutritious variety of edible oils and a pioneer of soya foods. And it’s one of India’s biggest palm planting firms. Ruchi Soya now has 22 production plants, with a combined refining capacity of over 11000 tonnes per day, a seed crushing capacity of 11000 tonnes per day, and a packaging capacity of ten thousand tonnes per day.
The industry’s pan-India inclusion, which includes strategically located manufacturing facilities that strike the proper blend between proximity to raw materials and markets, as well as an extensive distribution network and a large sales force in India, has allowed it to run smoothly, increase product to satisfy ever-increasing domestic consumption, and outsource by-products like soy meal, lecithin, and other condiments to other nations.
Ruchi Soya’s tagline says, “Healthy options every day.”
Company Logo of Ruchi Soya
Ruchi Soya – Vision, and Mission Statement
Ruchi Soya’s vision statement says, “To be India’s leading edible oil & food company by building profitable brands that delight consumers by meeting their everyday health & nutrition needs at the best value.”
Ruchi Soya – Employees
Below are mentioned key people of Ruchi Soya Industries.
Founder & Managing Director – Dinesh Shahra
Vice President – Hemant Bansal
Dy. Manager Supply Chain South – Ak Singh
National Activation Manager – Amitakshya Chowdhury
Asst. Manager Commercial/ Finance – Amol Desai
Junior Manager – Anudit Purohit
Product Manager – Ashish Jaiswal
Sr Manager HRD – Ashwini Kumar
Manager – Electrical – Avinash Agrawal
Asst. Manager Legal – Dilip Taraj
Assistant Manager – Diwedi Dwivedi
Ruchi Soya – Funding, and Investors
Date
Round
Amount
Lead Investors
Mar 24, 2022
Funding Round
₹12.9B
Alchemy Capital Management, Oman’s Pension Fund, Volrado Ventures
Ruchi Soya – Acquisitions
Acquiree Name
About Acquiree
Date
Amount
Patanjali Biscuit Business
Patanjali Biscuit Business is a producer of biscuits and bakery products.
May 11, 2021
₹600M
Gemini Edibles and Fats India Pvt. Ltd
Gemini Edibles & Fats India Private Limited is in the business of manufacturing and marketing edible oils and fats.
Jan 6, 2010
₹45M
As of March 24th 2022, as follow-on public offering opens for subscription, Ruchi Soya falls 5%. Before the follow-on public offering, the business, which is run by Baba Ramdev’s Patanjali Ayurved, received Rs 1,290 crore from anchor investors. Ruchi Soya’s stock hit a low of Rs 851 on the BSE, down from Rs 897.45 at the previous closing. The Rs 4,300 crore FPO is available at a 40% discount to the company’s existing market price at the top end of the price band of Rs 650 per share.
The firm was purchased by Patanjali Ayurved after it went bankrupt. It is a fully integrated operator in the edible oil industry, with operations spanning the whole production process. It sells Nutrela, Mahakosh, Sunrich, Ruchi Gold, and Ruchi No. 1 goods.
The firm has recently expanded into other industries such as data and honey. Ruchi Soya’s entrance into additional FMHG and FMCG items such as biscuits, oleochemicals, rusks, honey, wheat flour, and nutraceuticals signals well for the company’s mid-to-long-term commercial growth.
Patanjali, which controls 98.90% of the firm, was required to reduce its shareholding to 75% or less within three years after purchase. It has been two years, and it is thus necessary to sell its shares.
The Indonesian govt. has decreased the taxes on refined oil exports. As a result, a rise in the price of its product might lose the company money. Ruchi Soya was faced with a significant dilemma and a limited number of solutions. The higher expense has to be borne by it. This had a toll on the company’s margins as well. The loss of the castor oil business impacted Ruchi Soya even harder since the firm was already struggling to keep up with rising production expenses. Even though castor seeds only accounted for a small fraction of the company’s profitability, the losses were substantial.
The global market for castor seeds had a significant drop in 2017. Ruchi Soya had put a lot of money into it, only to lose a lot of money. Aside from that, India’s seed and seedlings industry hit a snag when a severe drought hit the country, resulting in crop failure in various sections of the country. All of this had a significant impact on their output. Things have only gotten worse for a corporation that is already having a crisis.
Ruchi Soya, which had formerly been profitable, was now reporting massive losses on its accounting records. For example, the financial accounts for March 2016 forecast a shortfall of over 800 crores. Furthermore, the company’s debts continued to rise to unprecedented heights and were estimated to be in the range of 9000 to 10000 crores. As a consequence of its clients’ failure to pay, it began to see a rise in unsurvivable debts. A total of 5000 crores in loans were written off as bad debts.
The SEBI was also looking into the business because of its deceptive trading operations on the commodities market. They were soon compelled to withdraw from the stock markets.
Ruchi Soya – Future Plans
Ruchi Soya’s Current COO stated that the firm is undergoing numerous rebranding operations. It is reducing expenses and diversifying its product range to include new areas. It has partnered with Adani and with Wilmar to completely reinvent its company.
Distribution and imports networks are also being examined. For the same goal, a Rs 5000 crore investment has been made. Sales increased for the corporation as well. A number of businesses have risen from the ashes and gone on to construct colossal empires. Ruchi Soya will undoubtedly be added to the list.
The business experienced a setback, but it is now back on course, and with a roar. With massive potential and a well-thought-out strategy, the firm is looking forward to a brighter tomorrow filled with exciting changes.
Ruchi Soya – FAQs
What products does Ruchi Soya make?
The product line of Ruchi Soya contains Vanaspati, Biscuit Division, Ruchi Sunlight Oil, Mahakosh Oil, Sunrich Oil, Ruchi Gold Oil, Nutrela Oil, Nutrela, and Soya Foods.
When did Patanjali acquire Ruchi Soya?
Patanjali bought Ruchi Soya for 4,000 crores in a corporate bankruptcy resolution procedure in 2019.
The Fast-moving-consumer-goods (FMCG) is quite an established market. These industries have always proven themselves worthy of the consumers’ purchasing and reliable choice. When looking a little back in time, FMCG was considered wrong for entering the business industries. However, with time, many young businessmen or entrepreneurs put their foot in the direct interaction with consumers regarding the product, and shockingly, it received great acknowledgments and achievements. This came out to be the FMCG business model.
This kind of business model interacts directly with the consumers by cutting out the retail and charging at wholesale rates. This also supports and helps the FMCG players with the opportunity to establish their position in the market. With the FMCG business model, different categories are discovered and some great innovative types of business models. FMCG industries work mainly on the e-commerce platform.
Looking at these facts, it’s likely to say that the FMCG industries possess great kinds of business models and promote innovative contemplation. Through this article, we would explain to you how FMCG industries make money along with some distinct business models.
FMCG means Fast-Moving consumer goods. The direct-to-consumer business encompasses highly demanding products, sells rapidly, and comes at a very reasonable price. These are also known as Consumer packaged goods (CPG). The products in these industries are very fast-moving as they are convenient to deliver and sell very quickly from the stores and supermarkets because of the daily usage in our life.
The FMCG industry includes some of the biggest brands worldwide. Such as Nestlé, PepsiCo, JBS, Procter & Gamble, Coca-Cola, Unilever, and many more. It’s always advantageous to work in this industry as it brings out great career opportunities.
FMCG industries reached up to US$ 52.75 billion in FY18 and by the time of 2020, it rose to US$ 103.7 billion. With the sector of food items, hygiene, rural areas and health; the FMCG industries have grown with a 7.1% increase in the last 2 months of 2020.
When the product demands increase in the rural sector, it brings out a great revenue rate for the FMCG industry. The rural area contributes around 36% pg total FMCG industry spendings. As the government also put huge effort into the hygiene and health of the rural regions, the FMCG industry gained up to 10.6% of growth recovery.
The government initiatives for the low unemployment rate, high agricultural produce, and reverse migration for the advancement of the rural areas. When such initiatives are taken, the FMCG industry gains a great amount of profit in hand.
Growth of FMCG Market size in India
FMCG Business Model
Let’s take a brief look at some of the data-driven business models of FMCG Industries.
Premium Service Model
Premium Service Model offers great consumer services. It provides a premium fee that is linked for the customers to sign up. It possesses substantial benefits and encourages the customers to sign up.
Through the increase in business insights, the retailers gain the incremental revenue that targets the customers more consistently and brings functioning modifications to them. Premium Service Model promotes customers loyalty, enhances sales, and has the average basket size.
Differentiator Service Model
Differentiator Service Model offers some very heightened benefits to the customers and also offers the chance to purchase the same times again. Moreover, it gives rewards that boost up the purchasing tendency.
Differentiator Service Model guarantees good customer loyalty and increases the basket size by purchasing the same items again and again. The retailer, however, gets access to the minute customer’s data such as the email, contact details, history, and many others.
Return on Advantage Model
Return on Advantage Model also referred to as the Competitive Advantage Model focuses on driving the business insights for the growth of new products by combining the internal transactional data with the third party data. This also targets the experiences between the online and offline platforms and for better customer segmentation.
This business model targets customer segmentation to enhance its capabilities. Through this, the purchasing patterns are identified and assembled to gain a better possibility of targeting the customers.
FMCG Industries has built a significant position in the market with its advanced product awareness strategies and customer loyalty. Here are some of the marketing strategies of the FMCG Industry.
Multiple Branding
In FMCG marketing, Multiple Branding is one of the most fascinating techniques to hold up the potential customers and strong market position. In this technique, the company creates fair competition among the same brand product categories.
Product line Building
Product line Building offers a wide range of variety to the customers based on their choices by altering the names. A company manufactures the same product with different needs of customers and sells them accordingly. However, there isn’t any specific competition between such products as the target audience for each is distinct.
Huge Distribution Network
A huge Distribution Network is one of the very essential marketing strategies based on significant locations. This helps the product to reach every corner to gather its potential customers.
New Products Development
The company often modifies its products and then removes the old inconsistent ones. This helps them to maintain the competition and standards in the market. In this strategy, the company kept on researching and developing new features in their existing products. After modifying the product according to the consumer’s needs, they replace the older ones with these.
Flanking
Flanking is one of the very interesting FMCG marketing strategies. It sells the same product in different volumes and packaging. This helps the consumer to stick by the brand and purchase the product according to their favorable need. This brings a good option and probability for consumers to purchase the product.
Brand Extension
Normally when a company has made its strong position in marketing, to keep it consistent the company manufactures more products with the same name but different features, to gain massive sales. Brand Extension strategy is very essential as it brings more value to the brand and reaches the target audience quickly.
Conclusion
The Fast-moving consumer goods (FMCG) industry possesses some very strong brand holding in the market. With its incredible strategies and plans, it brings out great reliable growth development. FMCG industries are one of the most advanced and popular industries. It calls out a different business model to gain the required upholding with its consumers. FMCG industries include some of the very prominent brands worldwide that prove their success in the marketing field.
FAQ
What is the biggest FMCG company?
Switzerland’s Nestlé is the world’s largest fast-moving consumer goods company, followed by two US giants: Procter & Gamble and PepsiCo.
Which FMCG is the best?
Some of the top FMCG companies are Hindustan Unilever Limited (HUL), Colgate-Palmolive, ITC Limited, Nestlé, Parle Agro, Britannia Industries Limited, Marico Limited and Procter and Gamble.
How do FMCG companies work?
In the FMCG industry, manufacturers often sell the goods to wholesalers, who sell them to the retailers, who in turn sell them to the consumers. This is a two-level channel.
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Ayurveda is regarded as the oldest of the sciences, which focuses on healing our bodies and minds. The healing science, Ayurveda translates to “The Science of Life” in Sanskrit, the knowledge of which originated in India dating back to around 5000 years ago.
Also known as the “Mother of All Healing”, Ayurveda stems from the ancient Vedic culture when it was taught in the oral form in a Gurukul tradition by accomplished masters to their disciples who lived at their residence. In fact, many of the alternative medicinal sciences and therapies like homeopathy and polarity therapy are believed to have their roots in the ancient Ayurvedic principles.
Ayurveda is a complex form of alternative medicine that includes “panchakarma” or five actions, yoga, massage, acupuncture, and herbal medicine for the health and well-being of the body and mind.
Though much of the Ayurvedic knowledge of the past has been buried with it, some of them managed to be scripted and percolated to the present generation. Kapiva is one such brand that holds on to the ancient principles of Ayurveda and tweaks them to fit modern lives. The Modern Ayurvedic Nutrition Brand is based on the holistic approach to wellness and not just a curative science.
Read on to know the full story of about Kapiva, its Founders, How was Kapiva Started, Name, Logo and Tagline, Vision and Mission, Products and Services, Target Market Size, Business and Revenue Model, Startup Launch, Customers/Clients, Challenges, Investors and Funding and more.
Kapiva: Company Highlights
Company Name
Kapiva
Founders
Ameve Sharma & Shrey Badhani
Sector
FMCG
Founded
2016
Registered Entity Name
Adret Retail Pvt Ltd.
Website
kapiva.in
Kapiva: Latest News
October 27, 2021 – Malaika Arora backs Kapiva. The Bollywood actress will be joining as a strategic investor, brand ambassador, and ‘wellness mentor’ at the Kapiva Academy of Ayurveda.
Kapiva can be regarded as the “India’s 1st Modern Ayurvedic Nutrition Brand” that offers food-based innovations to help build healthier lifestyles for the Indians. With the rich legacy of Baidyanath, Kapiva acquired the knowledge and the authority to amalgamate traditional Ayurveda with the modern forms of nutrition.
Kapiva is derived from the three doshas in the Ayurvedic universe – Kapha, Pitta, Vata, which when balanced in a body, bring overall wellness. As mentioned earlier, the brand is established on the belief that Ayurveda is a holistic approach to wellness and not just a curative science.
The Ayurveda-inspired nutrition brand brings a range of organic fruits, vegetables, and other food products to improve the lifestyle of the present generation. The company also brings diversified solutions including daily wellness, men’s health, weight loss, digestion, diabetes, skincare, blood pressure, strength, destress and memory boosting, artho care, kidney stone, and more. In addition, Kapiva never fails to innovate its products to bring this traditional ayurvedic wisdom to consumers in modern, easy-to-use formats, along with delivering them with good nutritional value.
Kapiva Ayurveda
Kapiva: Founders
Kapiva is founded by Ameve Sharma and Shrey Badhani.
Kapiva Founders | Shrey Badhani and Ameve Sharma (L-R)
They joined hands in January 2016 to build the world of modern Ayurvedic brand, Kapiva.
Ameve Sharma grew up in Kolkata and belongs to the family, which founded the famous Baidyanath Group. His grandfather was the founder of Baidyanath and his father still stands as the current Managing Director of the ayurvedic pharmaceutical company. Ameve is the Chairman of the Western region at the Indian Chamber of Commerce and the President of the Baidyanath Group. He has also worked as a Consultant with McKinsey & Company after completing his MBA. He completed his Bachelors in Economics from New York University and went ahead to pursue MBA from INSEAD.
Shrey Badhani is an adept and experienced sales and marketing professional. He has been instrumental in driving growth and implementing strategic management at Kapiva. Shrey looks after the e-commerce platform, offline sales, marketing and operations for Kapiva. He started his career in Consulting with Bain & Co and Parthenon. Most recently, he worked as a PE investor with Bain Capital in their India office. Shrey pursued Bachelors in Economics and History from St. Xavier’s College, Mumbai and Masters in Economics from the University of Cambridge.
Kapiva has a talented team that bring a varied sense of experience to the table. From reputed business school graduates and experienced senior professionals to college freshers and hardworking amateurs, employees at Kapiva come from various walks of life and add value to the overall success of the company. This eclectic bunch brings the much-needed diversity in perception, having a positive impact on major business decisions.
Kapiva Apprenticeship Programme, where the seniors and experienced staff mentor juniors and help them gain valuable business insights. This has helped the employees gain a cohesive professional experience at a very young age.
Ayurveda has always been at the heart of the Indian tradition. However, somewhere along the way the true essence of it had been lost. People approached Ayurveda with a curative lens but it is in fact, a way of life! It relies on the principle of ‘food is medicine’ and ‘you are what you eat’. Western countries have begun understanding the true value of ayurvedic sciences and the industry is booming rapidly overseas. With the advent of turmeric lattes, moringa cereals, and more, other countries seem to appreciate our traditions more than we do!
One of the major reasons why Ayurveda does not fare well in India is due to the lack of awareness about its benefits and values among the millennial population. Considering that India has one of the largest Gen Y population of the world, we are actually not catering to almost 34% of the total Indian population. To combat this, Kapiva has anchored on creating this awareness among the millennials and securing a modern ayurvedic nutrition stance to educate that section of consumers.
All products of Kapiva are created keeping the busy and on-the-go lifestyle of modern-day Indians, who seek to maintain an upkeep of their health in easy to use and convenient options without having to compromise on taste.
For instance, Kapiva Gummies are designed for on-the-go nutrition with the power of Ayurvedic herbs in a yummy-gummy format, which is convenient as well as a joy to consume!
Kapiva’s logo is interestingly designed in black and white where the starting letter of the brand, “K” stands in an enlarged version with the brand name “Kapiva” written inside it.
Kapiva | Name, Logo and Tagline
Kapiva rests on a core philosophy, “Your simple guide to everyday Ayurveda”. The name Kapiva is derived from the three doshas in the Ayurvedic universe – Kapha, Pitta, Vata, which when balanced in a body, bring overall wellness.
The founders believed in this balanced approach to health using Ayurveda, and the company is well poised to achieve its growth objective as consumers begin to adopt this philosophy by proactively seeking better nutrition. In addition to core Ayurveda, the various product innovations add further value to consumers, making Kapiva a preferred brand for modern wellness.
Kapiva: Vision and Mission
Kapiva’s mission is to provide a new-age Ayurveda for the new-age customers. Furthermore, the company wants to free Ayurveda of its complexities and enable millenials to make it a part of their everyday life, live a holistic lifestyle.
Kapiva’s vision is to not only provide Ayurveda-based nutrition products, but also bring balance into the lives of the customers through these products.
Kapiva: Products and Services
Kapiva stands for modern ayurvedic nutrition. They have been able to disrupt the traditional ayurvedic industry, by presenting the benefits of Ayurveda to the modern lives of the Indians in easily accessible and convenient forms. With the backing of an Ayurveda-inspired innovation, Kapiva has access to the best suppliers of natural ingredients in the country and has built a very strong sourcing story for all its natural products. In addition, the founders’ exposure to various markets during their earlier experiences, has helped them understand the modern consumer’s needs very well.
Kapiva is designed for a fast-paced 21st-century lifestyle, especially where the lack of the right nutrition and inadequate immunity can pose serious health risks. The company has created a new category of modern ayurvedic nutrition, which never existed before, addressing the core consumer needs of health and taste.
For example, Kapiva Wild Amla Juice is made from ripe, yellow Amlas as they are more nutritious compared to the commonly used raw, green amlas. Furthermore, the juices are cold-pressed to retain all their nutritional content. All the products share such unique sourcing stories. The company’s fast growth trajectory is a result of the innovation in product development by bringing better quality, more convenient products to the consumer.
Kapiva invests in R&D and innovates on sourcing better ingredients, convenient product formats, and consumer-friendly packaging, to deliver more value to the consumer. The company has developed a top-of-the-line and robust R&D setup in-house, while working with top food technology experts of the country, such as the former heads of R&D at companies like Britannia and HUL, to build best-in-class products ranges. Kapiva remains focused on innovating on more accessible nutrition, under the realm of Ayurveda. The purity and quality in the sourcing of ingredients have been given center stage.
Kapiva | Product Review
Kapiva: Target Market Size
Ayurveda is a ₹30,000-crore industry in India. As per 2020’s estimates, Kapiva is expected to cross ₹300 crores in revenue by 2025 and capture a significant part of this market. Kapiva’s market largely revolves around the Indian subcontinent, with a wide reach. Indians are believers in the power of Ayurveda and the modern Indian consumer is looking for a more accessible and convenient format of Ayurveda to consume its benefits. Kapiva has witnessed expansion abroad and is currently operating in the US, planning to expand to Canada and the European markets in the coming months.
Today, Kapiva has a portfolio of 50+ products and is present across the top online marketplaces (Amazon, Flipkart, Big Basket, PharmEasy, to name a few) as well as its own website (direct-to-consumer business model). The products are also available in 6000+ General Trade and Modern Trade outlets in the top cities of India.
Kapiva: Growth
Pre-COVID, the ayurvedic market typically witnessed 15-20% growth annually. Contrary to this, in the last quarter, many companies, large and small, witnessed growth between 50-90%. The adoption of Ayurveda as holistic, natural healthcare will have a positive impact on the market. Not just in India, the developing economic conditions of various nations are elevating the demand for Ayurvedic products globally. Ayurveda was considered a pharmaceutical approach earlier and was only used as a solution to specific problems. However, Ayurveda is actually about proactive, holistic health, and consumers are embracing it as such, now.
People around the world today, are focusing more on herbal products and leveraging herbal remedies to enhance their mental and physical health and wellbeing. The global Ayurvedic market was valued at Rs 300 billion in 2018 and is estimated to reach Rs 710.87 billion by 2024, as per Global Newswire. All of these are directly helping Kapiva to scale greater heights.
The company has grown to be a Rs 50 crore brand in just 3 years. Yes, Kapiva has witnessed a growth of Rs 0 – Rs 50 crore in revenue in less than 3 years. Some other growth highlights of Kapiva are as follows:
Kapiva currently boasts of having over 6,000 general trade outlets across 12 Indian cities and has been looking to expand it to 10,000+ outlets.
It has witnessed around 10x growth in the span of the last 30 months
It has launched 50+ products in 5 categories in 2020.
Kapiva: Business and Revenue Model
Kapiva follows a D2C strategy of business to deliver a true omni-channel experience of FMCG sales. The consumers of Kapiva’s products are typically in their mid-20’s to late 40’s, residing in Metros, Tier 1, and Tier 2 cities.
Kapiva has enjoyed a natural product-market fit, especially leading in certain categories such as Herbal Juices. The current strategy is to expand the footprint across channels, especially through marketing and new product development, both of which are being undertaken with a keen eye on consumer preferences. Customer focus determines the way forward for Kapiva.
Having its genesis as an offline brand, Kapiva had already enjoyed quite a success in the offline markets, which helped the company earn a turnover of about Rs. 3 crore a month in the first eighteen months or so. The company started focusing on online distribution from 2019 onwards. Therefore, it is the offline success that helped the company rapidly scale the online markets.
Today, along with its own D2C platform, Kapiva retails on all the prominent online marketplaces, from Amazon and Flipkart to Big Basket and Nykaa.
A major chunk of the company’s revenues comes from its digital channels. Furthermore, the products of Kapiva are also available across General Trade and Modern Trade outlets in the top cities of India, which also helps the company earn a considerable amount of revenue.
The company began by making its mark on online marketplaces such as Amazon. The herbal juices category was underrepresented on these platforms then, but the need was definitely present, as was the natural product-market fit. Kapiva capitalized on it and thus acquired the first batch of loyal users.
Kapiva: Customers/ Clients
Kapiva focuses very heavily on the right product positioning within a category, by taking great efforts to carve out compelling differentiators of the product before its launch. In addition, their strong go-to-market strategy helps with accelerated results as soon as they enter a category. However, above all, the company believes that it is the quality of their products which customers appreciate and call out the most, leading to better retention and word-of-mouth marketing.
Though the popularity of Baidyanath, which runs through the veins of Kapiva, helped the brand initially but standing as an Ayurvedic brand in a country dominated by allopathy is itself a laudable feat.
Kapiva initially started off as a chain of Ayurvedic clinics, through which high-quality products were sold as well. Pivoting from that clinic/retail model to the current FMCG model was also a challenge.
Fireside Ventures, Mohandas Pai Family Office, Marico Family Office (Sharrp Ventures)
April 2020
Series A1
INR 13.5 Crores
Jetty Ventures, Fireside Ventures, Marico Family Office (Sharrp Ventures)
Kapiva: Advisors and Mentors
Kapiva enjoys the mentorship of various experienced investors. The Baidyanath connection forms a valuable advisory channel as well.
Kapiva: Competitors
Kapiva competed with Patanjali, Dabur, Himalaya.
Kapiva: Recognition and Achievements
Kapiva has been awarded The Economic Times Emerging Consumer Brandof the Year 2020. Apart from that, the co-founders of Kapiva, Ameve Sharma and Shrey Badhani have been awarded Emerging Entrepreneurs of Year Awards in the Product or Manufacturing- Healthcare category.
Kapiva has grown from 0 to 50 crores in less than 3 years. It has scaled rapidly with over 3x increase in monthly revenue from March 2019 to March 2020. The company is expected to close FY21 with revenue run-rate of Rs 70 Crores per annum. Given the strong growth trajectory, Kapiva is all set for profitability within the next 2 years. Since launch, Kapiva has served more than a million consumers and is seeing good traction in, both, Indian and international markets.
The future plans for Kapiva are as follows:
1) Innovation through new product development. Kapiva’s range of immunity products is expected to expand soon, followed by products such as ayurvedic breakfast and ayurvedic effervescent drinks, which will cater to customers’ taste preferences, while being healthy.
2) Expanding the distribution network offline and scaling up the direct-to-consumer channel. Kapiva is currently present in 6,000+ general trade outlets across 12 cities. This is set to expand 10,000+ outlets and cover more cities by the end of this financial year. The direct-to-consumer channel has had a great growth story too – it grew about 20x in revenue in less than a year. It is expected that this strategic channel will grow another 5x this year.
3) Building their brand communication to share their story of modern ayurvedic nutrition. They are focussing on digital channels at the moment, since their customer base is largely present here.
Sarika Anand
Damini Bhandary
Archana Karthikeyan
