A ten thousand crores profitable Indian company, the Patanjali. The company is mainly owned in terms of shares and stakes by two people, who are basically monks in layman's language, the two persons live a modest life, no family to look after, wearing bare minimum clothes required to cover the body, inspiring people to do yoga and most importantly making India bend towards Ayurvedic, herbal and traditional products instead of the products sold by foreign companies in India. Sounds all good till here, patriotism at its best and I am no employ of a foreign company who would display irrational views about the company.
I would try to highlight the possible psychology being used behind the growing market of the company.
Courtesy: Wikipedia
Firstly, it is a great thing that the company is doing and their mission seems very cool and patriotic. They clearly want no foreign company to sell their products in India. Patanjali wants only Indian made Indian company's product to be sold in India. But slowly, over the years, they have started overdoing work towards their mission. Because of this, even Indian based companies who are completely settled in India and are selling products to Indians, are finding hard to compete with the Patanjali.
Now, coming to the psychological tricks that Patanjali is using here; they use words like " herbal", " Ayurvedic", " Traditional ", "Pure"," Indian" along with the products they sell. What this does is, it makes people more attracted towards their products by the medium of patriotism. An example to make you understand this thing even better, it is the same way companies use "sexy" models around cars to make a statement that even theirs cars are sexy.
The other psychological trick used is the concept of familiarity. Being law abiding citizens of the country every person is very familiar with words like traditional, Indian, Ayurvedic and we often cling to things related or associated with them. Patanjali is using this familiarity and people's previous exposures to these words to reach every house in India.
Also, in its advertisements the company urges every citizen to use its product for the sake of being truthful citizens of the country, which is a great way of advertising as people would love to use and be associated with such a company which talks about and makes them more indulged with their own country.
Also, another psychological trick used is the principle of attraction and first impression. People of a country like being called truthful citizens. And Patanjali created its first impression on the people by calling themselves as a company made in India for the Indian people to serves the country. Thus people get easily impressed to buy their products.
The usage of these words attract a lot of people and also their patriotic feelings. This is a really good way to advertise the company and make themselves an every house product.
Patanjali presently is a big brand even in the smallest of the grocery shops even in the distant parts of the country. They sell everything from food products, to cosmetic products, to consumable water and are planning to sell clothes in near future.
The marketing strategy opted by the company is amazing as they are hitting to that part of our internal system called " patriotism" that no one can say no to. Full marks to the strategy the employ to advertise themselves.
I personally feel, it's a good thing what Patanjali is doing, but their entire motive can be questioned by the fact that their products are expensive and thus available to only upper middle class, and though they are making a profit of ten thousand crores annually, the prices of the products haven't lured down.
Giving a little more insinght of the company; Patanjali sells products made mainly from nature and they wish to provide people purest of the products. Apart from selling products Pantanjali has various health and educational institutions which are helping people live a better life.
Courtesy: Wikipedia
A 11 year old company is surely giving competitions to top brands, which is good in a way as even other companies would strive to deliver even better products.
Please note these views are personal and may differ from person to person. Do comment to share your opinions.
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