In 2019, Patanjali acquired Ruchi Soya, a major edible oil and food processing company, strengthening its presence in the food industry. The company has also expanded into digital platforms, e-commerce, and exports to international markets.
Founded by Baba Ramdev and Acharya Balkrishna, Patanjali began as a small Ayurvedic products company focused on affordability and quality. The brand’s commitment to promoting indigenous products resonated with customers across India.
Despite its rapid growth and strong brand presence, Patanjali Ayurved has encountered several challenges across different areas, including regulatory hurdles, competition, and operational inefficiencies.
"Patanjali is not just a business; it is a movement to make India self-reliant in Ayurveda and FMCG."
Baba Ramdev
They leveraged the founder’s strong personal brand (Baba Ramdev) to promote trust.
The focus on affordability appealed to price-sensitive consumers.
A robust distribution network was created to reach customers in urban and rural areas.
Building trust and positioning yourself as an advocate for Indian values can help your brand create a loyal customer base.