patanjali project report
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RESEARCH METHODOLOGY
IMPACT
OF
BRAND IMAGE AND CONSUMER
PERCEPTION
ON
BRAND LOYALTY: A STUDY IN
CONTEXT OF PATANJALI AYURVEDA
LTD. AMONG THE PEOPLE OF JAMMU
SUBMITTED BY:
IVANI KATAL 27-MBA-15
MANHAR MALHOTRA 2-MBA-15
MITALI SHARMA !1-MBA-15
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5 CHAPTER III: COMPANY PROFILE
!.1 PATANJALI YOGPEETH
!.2 HERBAL PRODUCTS IN PATANJALI
YOGPEETH
!.! PRODUCT LINE AND PORTFOLIO OF
PATANJALI YOGPEETH
!.# PRODUCT MIX OF PATANJALI YOGPEETH
!.5 MARKETING AND NET"ORK OF
PATANJALI YOGPEETH
!.$ PRODUCT: INTRODUCING THE VALUE
DISCIPLINE
!.7 COMPLETE PACKAGE FOR VARIOUS
DISEASES
!.& PRICING STRATEGY
!.. PROMOTIONAL STRATEGY
$ CHAPTER IV: DATA ANALYSIS AND INTERPRETATION
7 CHAPTER V: FINDINGS% CONCLUSION AND
SUGGESTIONS
APPENDIX A: ONLINE SURVEY 'UESTIONNAIRE
1( BIBLIOGRAPHY AND REFERENCES
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ACKNO"LEDGEMENT
With immense pleasure, we would like to present this project report for Patanjali Ayurveda
Ltd. We take the opportunity to express our gratitude to all of them who in some or the other
way helped us to accomplish this project. The study cannot e completed without your
guidance, assistance, inspiration and co!operation.
We owe our gratitude to respondents of the survey, without their help we would have een
unale to complete our project. These people have really een kind enough to help us y
filling the "uestionnaire.
We would also like to thank with a deep sense of gratitude to #r. $inay %hauhan to shape our
understanding towards the project. &t was ecause of his immense help and support that this
project has een duly completed.
'owever, we accept the sole responsiility for any possile error and would e extremely
grateful to the readers of this project if they ring such mistakes to our notice.
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The different ooks and maga-ines are also pulished of Patanjali 2ogpeeth which are
concentrating on the health of the people as well as different aasanas and pranayama are
more effective as well as popular within the people all over the places in
country.CHAPTER 1: INTRODUCTION
5iven a much roader array of product choices offered in the current market and ui"uitous
marketing efforts, consumers often turn to a favorite rand to facilitate their purchase
decisions. A rand includes a name, symol, design, or experience that help consumers
identify products, services, or differentiate offerings among competitors 6Aaker, 778 9eller,
:;;. /rand identity, which is a group of associations developed y firms,
communicates with consumers what a rand provides 6Aaker, :;;?8 9eller, :;;.
Academic literature clearly addressed the importance of uilding a strong emotional
relationship etween consumers and rands 6%arroll @ Ahuvia, :;;=8 9eller, :;;7, :;;. According to 9ellerBs 6:;;7> more recent conceptual
framework, consumersB positive rand feelings lead to favorale responses towards a rand,
such as attitudinal attachment and ehavioral loyalty. *imilarly, recent literature on randing
has argued that an emotional rand experience is important to foster rand loyalty and
purchase intentions 6Alert, 4erunka, @ $alette!lorence, :;;
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&n &ndia there are many sectors where the different companies or Frgani-ation functions
within, we have chosen the Patanjali, ayurvedic and heral sector which directly deals with
people issues.
/asically our main ojective was to see that the end of the &ndian people towards Patanjali
is ecause of it eing a swadeshi rand, heral and ayurvedic rand or some of the other
factors.
Along with this there are some ojectives of this studyG
• To study Patanjali as a rand and its product mix.
• To analy-e consumer perception aout Patanjali as a rand and its products.
• To analy-e impact of rand image on loyalty intentions.
• To analy-e and identify important factors influencing Patanjali as a rand.
1.2. DEFINITIONS OF TERMS
The following definitions are the major terms investigated in the present study.
1.2.1. BRAND IMAGEG Akaah, 67 defines a rand image
as an association or perception consumers make ased on their memory toward a
product. Thus, rand image does not exist in the technology, features or the actual
product itself, ut is something rought out y promotions, advertisements, or users.
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Thakor et al. 67?> said that through rand image, consumers are ale to recogni-e a
product, evaluate the "uality, lower purchase risks, and otain certain experience and
satisfaction out of product differentiation. When it comes to experiential product
evaluation, a positive rand image may make up for an inferior image of the origin
country and raise the possiility of the product eing selected. According to 5rewal
et al. 67 the etter a rand image is, the more recognition consumers give to its
product "uality. %onsumers are usually limited in regards to the amount of time and
product knowledge to make an informed purchase decision when facing similar
products to choose from. As a result, rand image is often used as an extrinsic cue to
make a purchase decision.
9otler, 6:;;;> contends that rand is a name, term, symol, design or all the aove,
and is used to distinguish one0s products and services from competitors. or example,
3ike adopts a check mark as its rand image, which creates a positive effect
indicating approval. According to 9otler, 6:;;;> image is the way that pulic
perceives the company or its product. &mage is affected y many factors eyond the
company0s control. The consumer develops a set of rand eliefs aout where each
rand stands on each attriute. The set of or its product. &mage is affected y many
factors eyond the company0s control. The consumer develops a set of rand eliefs
aout where each rand stands on each attriute. The set of eliefs aout a rand
make up rand image. The consumer0s rand image will vary with his or her
experiences as filtered y the effects of selective perception, selective distortion and
selective retention.
Eomaniuk, 6:;;I> studied the relationship etween association of a rand with
different types of image attriutes and suse"uent purchase of the rand. The image
attriutes incorporated were ased on the product categories, situations and enefits
offered. While mention of the rand for an image attriute was positively related to
future purchase, this relationship did not vary etween attriutes once rand and
attriute si-e was taken into account. 'owever, a positive relationship was found
etween the numer of attriutes associated with the rand and future purchase.
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1.2.2. BRAND LOYALTY: The most elaorate conceptual definition of rand loyalty was
presented y )acoy et al. 67?. We will use and discuss this definition, ecause it
covers the most important aspects of rand loyalty, @ since it enjoys widespread
support in the marketing literature, either in its original form or in slightly modified
versions 6Wilkie, 7;>. )acoy et al. 67? defined rand loyalty, according to this
definition, rand loyalty isG JThe 6a> iased, 6> ehavioral response, 6c> expressed
over time, 6d> y some decision making unit, 6e> with respect to one or more
alternative rands out of set of such rand, and 6f> is a function of psychological
process.
Eethinking /rands from the %ustomer JPoint of $iewKG According to )im, 6:;;I>
many of the less successful experience rands are not meeting the challenge of a
largely time!starved audience. 1ur research confirms that in most societies today,
time has ecome more desired than money. &ncreasingly, people value experiences
more than things. %onsumers are really looking for ways to make the most of
everyday JlivedK experiences. *o marketers need to constantly ask themselves, is our
rand part of the prolem or part of the solutionH A rand0s role in ecoming a
solution for its audience can make it stand out for customers. &n that sense, the
meaning of rand is its use. Profitale customers are orn when a powerful rand
promise is fulfilled y a rand experience that exceeds expectations.
1.2.!. BRAND PERCEPTION: Perception is a process y which individuals organi-e and
interpret their sensory impressions to give meaning to their environment 6Eoins @
)udge, :;7I>. &n marketing, perceptions are more important than reality ecause
perceptions affect consumers actual ehaviour 69otler, 9eller, 9oshy, @ )ha, :;7>.‟
&nformation processing model have four major steps or stages. &t starts with exposure
followed y attention, interpretation and lastly retention. The first three of these
estalish perception 6'awkins, /est, %oney, @ 4ookerjee, :;;?>. All this takes place
inside the mind or lack ox of the consumers simultaneously, and it changes from
person to person. Perception is highly sujective and therefore easily distorted.
4oreover, perception is the meaning that an individual attriutes to the incoming
stimuli that gathered through the five senses that are taste, smell, touch, hearing and
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sight. According to 9urt- and /oone, 6:;;=> different people have different
perceptions of ojects or events ased on the interactions of two types of factors that
are stimulus factors and individual factors.
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Committed
Buyer
Likes theBrand,
Considers it aFriend
Satisfed Buyer withSwitching Costs
Satisfed/Habitual buyer
No Reason to Change
Switchers/rice sensiti!e No Brand Loyalty
CHAPTER II: LITERATURE REVIE"
This chapter provides the relevant literature and theoretical framework for the present study.
2.1. HYPOTHESIS FORMATION
2.1.1. BRAND IMAGE AND BRAND LOYALTY
9ellerBs 67I, :;;7> conceptual research suggested a strong connection etween a
positive rand image and rand loyalty. 9eller 67I> explained that consumers0
repeated uying ehavior represents rand loyalty, which reflects a favorale attitude
towards a rand. Csch et al.Bs 6:;;=> empirical research supported 9ellerBs
proposition y showing a statistically significant effect of positive rand image oncurrentfuture purchases. Thus, the present research positsG
'7. /rand image will not e positively associated with rand loyalty.
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brand imageconsumer "erce"tion
towards "atan#ali
igure 7.7 The /rand Loyalty Pyramid 6Aaker, 77, p. ;>
2.1.2. BRAND IMAGE AND CONSUMER PERCEPTION
Past literature revealed that a successful rand image enales consumers to identify
their desired need which ultimately helps a company from its competitors 'sieh et
al ., 6:;;>. 1n the other hand Tarofder and 'a"ue 6:;;?> had given importance on
supplier selection ased on their rand image. &n fact the findings of )iang et al .
6:;77> revealed that apart from rand image price discount and complementary
products may have positive impact on customer loyalty. urthermore, Linder and
*eidenstricker 6:;7;> agreed that rand image is one of the company0s corecompetencies. 4ishra and #atta 6:;77> revealed that rand name has strong influence
on customer ased rand e"uity. 9otler 6:;;7> defined rand image as a set of eliefs,
ideas and impression that a person holds regarding an oject. 1n the other
hand, 9eller 67I> considered rand image as a set of perceptions aout a rand on
consumer0s memory. 3a et al . 67> connected rand image with customer0s
perception as they mentioned that image cannot e measured y attriute
measurements alone ut must include measurements of consumersM perceptions of the
value and enefits attainale from using the rand. Thus, it positsG
':. /rand image will not e positively associated with consumer perception.
igure %onceptual framework
2.1.!. CONSUMER PERCEPTION AND BRAND LOYALTY
'umans unlike machines can have the aility to Perceive. &t is a feeling which is
ased on the conclusion formed with the given information around and the mindset of
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the consumer which is responsile of processing the information. Perception gives
humans the right to make important decisions or can reflect their important decisions.
&t all leads to the most important decision of purchasing. Purchasing means to invest
in a rand, for making it a greater rand.
Nnderlying research will focus on concluding the fact that how much is the impact of
rand perception on rand awareness and rand loyalty of these rands. *everal
conclusions can e drawn if consumer perception plays any role and there is a relation
among the consumer perception, rand awareness and rand loyalty of these rands.
The project is intended to fulfill the needs of marketing research which is "uite
important for present marketing trend. Total sales turnover of the rand depends on
the consumer purchase decision. &f the consumers perceive positive aout the rand, it
means he carriers more loyalty and will remain potential customer, until he keeps on
getting the right value for his money. Thus, it positsG
'I. %onsumer perception will not e positively associated with /rand loyalty.
2.1.#. GENDER AND LOYALTY INTENTIONS
%ustomer loyalty has een the oject of intense interest in oth the usiness and
academic worlds 61liver 78 Eeichheld :;;7>. At the same time, academic research
has discovered important differences in cognitive processes and ehavior of male and
female consumers 6isher and #uD :;;+8 4eyers!Levy 7
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loyalty than females 6e.g., /lumstein and *chwart- 7
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positive attitudes toward and get more personally engaged with products and rands
65ainer, 7I8 )affe and /erger, 7
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The ever changing marketing scenario and competition over the gloe has amplified
the role of rand at unparalleled level. Cvery person is a consumer of different rands
at the same time. The choice and usage of a particular rand y the consumer over the
time is affected y the "uality enefits offered y the rand especially when it comes
to rand of eatales and cosmetics. %onsumer satisfaction is derived when he
compares the actual performance of the product with the performance he expected out
of the usage. Philip 9otler 6:;; oserved that satisfaction is a personMs feelings of
pressure or disappointment resulting from productMs perceived performance 6outcome>
in relation to his or her expectations. &f the perceived enefits turned out to e almost
same as expected, customer is highly satisfied and that is how the company achieves
loyalty of the customer towards the products. Thus, it positsG
'?. There will not e positive relationship etween rand image, consumer
perception and loyalty intentions.
2.2. RESEARCH BACKGROUND
This survey research has utili-ed oth primary and secondary data and information from
different sources including Patanjali Ayurveda ltd., text ooks, maga-ines, journals and
wesites aout different variales of the study.
$arious studies were consulted for collecting data. A study on Patanjali is also availale of
consumer perception toward the rand. These studies includeG
1. A )*+, / 0)+34 3403*6 / 3489 4,+0*) 6 B9 G International
Journal of Management Studies ISSN (Print) 22!"#$#2 ISSN (%nline)22$1"2&2'
AUTHORS: Md. Irshad Ali, Eesearch *cholar, P4, &ndian &nstitute of orest
4anagement, &ndia and Manmohan Yadav, Professor, &ndian &nstitute of orest
4anagement, &ndia
The &ndian heral market is flooded with numerous well!known and recognised heral
rands. $indhya 'eral is an initiative of 4adhya Pradesh government to provide
unadulterated ayurvedic products to the people and for generating gainful employment for
the vulnerale and downtrodden section of the society. The study is to examine existing state
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of $indhya 'eral in /hopal, its irthplace. /esides, this study talks aout other parameters
like enefitsattriutes consumer ac"uaintances with heral products, awareness, preferential,
source of knowledge, usage and attitude related to heral products.
The research design consisted of an exploratory phase followed y a descriptive cross!
sectional, close!ended "uestionnaire!ased survey in /hopal. As the study has een
conducted in a 'indi elt, the "uestionnaire was kept ilingual8 'indi and Cnglish. *ampling
was done on the asis of two criteria8 7> such regions were selected where almost major
heral rands are availale and :> Eespondents have used at!least one of the heral rands.
1nly :I percent consumers responded to have used $indhya heral. Those who have used
$indhya heral have preference it, if availale in a neary store. 4ost of the respondents
mentioned that heral products are prepared from the natural ingredient, as a result faced no
side effect. Purchase of heral products primarily takes place on a monthly asis and use on a
daily asis. #octors, family memers and mass media were reliale sources and the
respondents trust on their recommendations for uying fresh heral products. #esiraility for
further information was high among consumers related to heral products.
2. C+)*34 P3403*6 *;94,) B49,: A S*+, : 5loal )ournal of
4anagement and /usiness EesearchG C!4arketing, $olume 7+ &ssue $ersion 7.;
2ear :;7+, TypeG #oule /lind Peer Eeviewed &nternational Eesearch )ournal,
PulisherG 5loal )ournals &nc. 6N*A>, 1nline &**3G ::!+
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than 7;; different products in the catalogue for *kin, 'air, 'eart, Cyes and 9idney diseases.
Patanjali0s recent tie up with uture 5roup to enter into 4%5 segment through /ig /a-aar
Eetail stores is another ig advantage towards the availaility of Patanjali Products near to
their consumers. The Patanjali Products have rightly een placed at advantage y the very
concept of J4arketing through *piritualityK.
I. E//30* / B49, I9?3 B49, L9* 9, R3 / C+)*34 S9*6)/90*6 6 6*:
World Applied *ciences )ournal := 67;>G 7I=!7I?;, :;7I, &**3 7*& Pulications, :;7I, #1&G 7;.+:;7+ in *ciEes.
AUTHOR G 2i hang, #epartment of 4arketing, 4anagement *chool, )inan Nniversity,
5uang-hou, %hina
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The concept Jrand imageK has drawn significant attention from academics and practitioners
since it was put forward, ecause it played an important role in marketing activities.
Although rand image was recogni-ed as the driving force of rand asset and rand
performance, few studies have elaorated on the relationship etween rand image and rand
e"uity. /ased on the rand image theories, this study reviewed extant studies aout the
impact of rand image on consumer from perspective of customer e"uity. &t also presented
the shortcomings of current research and pointed out the trends for future study.
2.!. SCOPE OF THE STUDY: This research focused on respondents of )ammu. The
research provided fruitful information aout Patanjali0s product line users and rand
perception they have aout Patanjali.
2.#. LIMITATION OF THE STUDY: &n this research, we examined factors
responsile for rand loyalty of the product to rand image of the Patanjali. The study
focuses on only the consumers in )ammu. The )ammu region was chosen due to easy
accessiility and profound understanding of the market. Another reason is that we had a
thorough understanding of the ackground information necessary to do the survey and could
easily use networking to otain the sample.
2.5. METHODOLOGY: A single cross!sectional research design was used for the survey
and "uantitative analysis was used for the otained dataset.
The answering scale for the "uestions related to rand image and rand loyalty is a ?!item
Likert scale. #ata collection was done through the online wesite using an online!ased
"uestionnaire. 4* Cxcel was used for analy-ing the information in the otained dataset. The
types of analysis that were performed are t!test analysis, A31$A and Pearson %orrelation.
/y doing it, the main factors that influence rand loyalty were examined.
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CHAPTER III: COMPANY PROFILE
!.1. PATANJALI YOGPEETH
Patanjali 2ogpeeth in 'aridwar , Nttarakhand is one of the largest 2oga institutes in &ndia. 3amed after the Ancient 2og 5uru Patanjali, the &nstitute is EamdevMs flagship project @ has
een set up for treatment, research @ development in 2oga and Ayurveda, as well as the
manufacturing of ayurvedic medicines.
&t is a center of 2oga and Ayurveda activities in &ndia uilt on the name of 4aharishi
Patanjali who invented 2oga +;;; years ago. The ashram is run under the guidance of *wami
Eamdev )i 4aharaj who has revived 2oga and spreading it all over the world. Patanjali 2og
peeth is open to everyody. Located on the 'aridwar!#elhi highway at 9ankhal, very near to
Eoorkee, Patanjali 2ogpeeth offers treatment for all and has residential accommodation.
At 4ahatma #haramveerMs 5urukul in 9isangarh 5hasera where /aa Eamdev met
philanthropist Archarya /alkrishan. With the help of /alkrishan, /aa Eamdev has
estalished #ivya 2og 4andir in 7+. Archarya 9aramveer was also one of the pillars
of #ivya 2og 4andir . &n almost I years, iya *og Mandir and /aa Eamdev have
galvani-ed the world into turning ardent practitioners of 2oga. /aa Eamdev and trust run
spearhead, all his activities which include 2oga camps, manufacturing ayurvedic medicine
and treatment of patients with help of 2oga and Pranayama. /aa Eamdev T$ programmes
and 2oga camps have proved to e immensely popular. *wami Eamdev put lots of emphasis
on teaching Pranayam as compared to 2oga. According to *hri *hri Eavi *hankar, a world!
renowed spritial leader Q&f an individual can e credited with reviving 2oga in &ndia, it is
solely /aa EamdevQ. 4illions of people all over the world attend /aa EamdevMs free 2oga
camps 6shivir>. Eamdev /aa has also conducted 2oga camp at Eashtrapati /havan ! the
residence of the President of &ndia.
2oga has aility to cure even fatal diseases and /aa Eamdev has proved it many times.
Eamdev /aa has spread 2oga to such an extent that sooner or later, everyone has to emrace
it. Patanjali 2ogPeeth Trust is the dream project of /aa Eamdev. &t was inaugurated on
August =, :;;=. /aa EamdevMs aim was to uild the worldMs largest center of Ayurveda,
http://en.wikipedia.org/wiki/Haridwarhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Yogahttp://en.wikipedia.org/wiki/Patanjalihttp://en.wikipedia.org/wiki/Ramdevhttp://en.wikipedia.org/wiki/Yogahttp://en.wikipedia.org/wiki/Ayurvedahttp://en.wikipedia.org/wiki/Haridwarhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Yogahttp://en.wikipedia.org/wiki/Patanjalihttp://en.wikipedia.org/wiki/Ramdevhttp://en.wikipedia.org/wiki/Yogahttp://en.wikipedia.org/wiki/Ayurveda
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2oga and Pranayama. Patanjali 2ogPeeth provides facility for treatment for diseases, research
and a teaching Nniversity for 2oga and Ayurveda. This trust is located 7Ikms from 'aridwar.
The estimated cost of the project was 7; illion. #uring inauguration, *udarshan Agarwal,
5overnor of Nttrakhand, said QPatanjali 2og Peeth will soon e the amassador of 2oga for
entire worldK.
According to associated news press, The Patanjali 2ogPeeth project was divided into I
phases. Phase one was asic construction. The second stage comprises of serviceale
guesthouses, heral gardens, yajnashala, meditation caves and many other facilities. &t will e
the iggest 2oga and Ayurvedic center in the world. Third stage is opening a Nniversity of
2oga and Ayurveda. /aa Eamdev wants to flow river of 2oga in each and every region,
whether in a village or city. The confidence which /aa Eamdev exuerates compels people
to at least give his 2oga a try. 4illions of people practice /aa EamdevMs 2oga and
Pranayama. Eamdev /aaMs T$ programs roadcast in several countries including America,
Curope, Australia, Asia and Africa. $iewership is "uoted as eing :; millions regular
viewers. ollowers of /aa Eamdev have claimed relief from a variety of ailments such as
#iaetes, /lood Pressure, 'epatitis, *pondylitis and 1esity. 'e is the real hero who devoted
his whole life to help people y giving them unknown knowledge of 2oga and Pranayama.
*wami Eamdev medicines are manufactured in ranches well e"uipped with modern
e"uipments, certified y the international standards 54P, 5LP @ &*1 ;;7. *wami
EamdevMs pharmacy makes the medicines pure and rich in "uality. 4edicines manufactured
go through "uality control and "uality assessment tests. Patanjali 2ogpeeth is operating
Patanjali 'ospitals in every nook and corner of &ndia, where one can get life saving *wami
Eamdev0s medicines which are affordale to all rich and poor.
Patanjali 2ogpeeth medicines are also availale for health care, oral care, hair care and skin
care. 4any of the critical ailments such as %ancer, #iaetes, arthritis etc. can e cured y
*wami EamdevMs 4edicines. These medicines are low cost, very effective and availale at
Eamdev %hikitsalaya. *ome of very effective Eamdev medicines are Mu+ta ,ati for high
lood pressure, Madhunashini ,ati for #iaetes, Medohar ,ati for 1esity.
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*wami Eamdevji 4aharaj is a historic personality. 'e has written new history in the areas of
yoga!prananyam and ayurvedic treatment methods. &n this regard the work done y the
organi-ation estalished y him namely Patanjali 2ogpeeth 6Trust>% #ivya 4andir 6trust>,
Patanjali 2og *amitis% #ivya 2og Pharmacy Trust and ranches, will e written in golden
letters on the pages of history. The amition of these estalishments are to reach yoga and
Ayurveda to the ?;; crore gloal population along with &ndian culture and words of the
sages. To encourage the use of Ayurvedic medicine, *wamiji manufactures superior "uality
and proven medicines in #ivya 2og Pharmacy.
*wami EamdevMs medicines are manufactured in ranches well e"uipped with modern
e"uipments mostly in 'aridwar and other places, certified y the international standards
54P, 5LP @ &*1 ;;7. *wami Eamdev also has a otanical garden near Patanjali 2og Peethwhere the hers and medicinal plants are grown. 'ere research is carried out on rare hers
and they are grown here y putting in great efforts. Nnder *wami EamdevMs guidance an
industrial unit is also estalished called Patanjali Ayurved Limited which produces pure and
high "uality minerals and plants products through scientific methods. *wami Eamdevji and
Acharya /alkrishna ji have tried to comine the ancient knowledge with ultramodern
technology.
*ome people could not digest the increasing fame of *wami Eamdev and they started
negative campaigning against *wami Eamdev with the help of media. The "ualities of
*wami Eamdev0s medicines were douted. When these medicines were tested in the la all
the allegations proved aseless and *wami Eamdev came out spotless amidst the acid test.
This resulted in unexpected increase in the demand of medicine of *wami Eamdev. /aa
EamdevMs pharmacy puts in all the efforts to make the medicines pure and rich in "uality. All
the medicines manufactured go through strict "uality control @ "uality assessment tests,
Toxicological study ! Animal trials, clinical tests.
*wami Eamdev is working towards the goal of estalishing the ayurvedic products at par
with the international standards and to make it known across the world. To encourage the use
of Ayurvedic medicine and amongst *wami EamdevMs revolutionary thoughts, one is that the
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farmers of &ndia should adopt the cultivation of medicinal hers and plants along with fruits
and vegetales.
Patanjali 2ogpeeth is a renowned name in the field of medical science, rendering free
services to millions of people across the gloe through 2oga and Ayurveda.
!.2. HERBAL PRODUCTS IN PATANJALI YOGPEETH
#ivya 2og 4andir 6Trust>, started J -raham+alp hi+itsalayaK at 9ripalu /agh Ashram,
9ankhal in 7+ where patients suffering from various diseases were cured using Ayurvedic
medicines and practices of 2oga. 3eed was felt to provide "uality Ayurvedic medicines to the
patients to seek optimum results as results of Ayurvedic treatment are directly proportional to
the "uality of prepared medicines. 'ence a small scale manufacturing unit of Ayurvedic
medicines was estalished in the campus of 9ripalu /agh Ashram, 9ankhal. This was the
eginning of #ivya Aushadhi 3irmanshala 6#ivya Pharmacy>, which was totally ased on
traditional methods.
#ivya Pharmacy has had the exalted vision to ring Ayurveda to society in a contemporary
form and to unravel the mystery ehind this haloed and revered, &ndian system of medicine
y exploring and selecting indigenous hers, ancient Ayurvedic literatures and sujecting the
formulations to modern pharmacological, toxicological safety tests and clinical trials to
create new drugs and therapies.
#ivya Pharmacy tries that medicines should possily e availale to common man at the
minimum cost price. &n the year :;;:!;I, moderni-ation of the pharmacy has een done. A
new expanded unit of the pharmacy has een estalished well e"uipped with machines ased
on modern techni"ues.
PL% controlled heral extraction plant commissioned in the pharmacy is used for extracting
from the various parts of the medicinal plant like the leaves, The salient feature of this plant
is the production of medicine using latest *%A#A technology under controlled
environmental conditions of temperature and pressure. The extract concentration is achieved
under vacuum drying preserving the maximum valued contents of the hers.
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(uality of the medicines so produced is of the highest level. This unit has the capacity of
extracting from 7;,;;; kgs. of raw hers. The desired fluid component is added to this
extract in the process of making the medicines.
or the manufacturing processes in #ivya Pharmacy automatic high speed spray drier unit,
for "uick li"uification a fluid wed processor, talet compressing device with the capacity for
preparing one lac talet per hour, high speed auto!coater for coating the talets, high speed
mixer!grinder, fluid wed driers and cleaning, crossing @ pulveri-ing units have een
estalished.
&n the modern packing section of #ivya Pharmacy PL% controlled packing e"uipment having
the capacity of I;; volts per minute with automatic lister packing e"uipment has een
installed. A utility center has een set up in this production unit which has two +;; 9$A
generators, softeners @ cooling towers including oilers @ air compressors having the
capacity to produce I;; ton steam.
As a result of this #ivya Pharmacy has ecome the first medicine manufacturing unit of
Nttarakhand to get &*1!;;7 and W'1!54P certifications. &n the Pharmacy the
international standards like 5ood 4anufacturing Practices 654P>, 5ood Packaging Practices
65PP>, 5ood Agricultural Practices 65AP> and 5ood 'arvesting Practices65'P> are eingstrictly followed.
Nnder the learned guidance of '. '. 2ogrishi *wami Eamdevji, $aidyaraj Acharya
/alkrishna and *wami 4uktanand, Patanjali 'eral 5arden @ Agro Eesearch #epartment
has een estalished at following few sites! Patanjali 'eral 5arden site 3ursery, Patanjali
'eral 5arden site 5urukul 5aushala arm, situated neary Patanjali 2ogpeeth at 4aharishi
#ayanand 5ram, /ahadraad, #elhi!'aridwar highway. These 'eral 5ardens have
eautiful collections of more than :;; medicinal hers, shrus, trees, climers and
ornamental plants. *ince, 7? it was a great effort with high spirit to collect the valuale
medicinal plant and to ensure to grow in 5arden, a #ivya $anaushadhi $atika has een
earlier estalished in the Ashram at 9ankhal. Thereafter, to explore more possiilities of a
large numer of wide collections, exposition and research of medicinal, aromatic and
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ornamental plants in a organi-ed way in the Patanjali 'eral 5arden has een estalished. A
team of *cientists from /otany and Agriculture and a numer of swayam sevak are engaged
for research and management.
&t is all aout economically processing organic farm produce into daily use consumales
ranging from Ayurvedic health supplements to oods and cosmetics and then supplying them
largely to the uran world. The produce will e picked up right from the farms, therey
increasing the effective income of the farmers. The health ased products will then e made
availale to a large population in the uran areas that is reeling under the scourge of polluted
food items and artificial drinks that make them vulnerale to a variety of cronic diseases. And
all this at a cost that is unmatched in the market.
The conse"uential enefits are no less crucial to the mankind. /acked y a roust preaching
and promotion on the popular Astha channel y the world renouned 2og 5uru *wami
Eamdevji and an international authority on Ayurved and traditional hers Acharya
/alkrishanji, it is all aout reinventing our traditional knowledge of 2og and Ayurved,
rejuvenation of rural economy,arrest of the flight of rural jo seekers to the more demeaning
uran slums, strengthening the health grid of the nation and the world, mending the
environmental imalanceRand finally fighting the tirade of western culture on &ndian
panorama.
PATA3)AL& A2NE$C# Ltd. is a company that functions like all other companies under the
regulations of the company law affairs, yet is constantly striving for nation uilding more
than the profit accumulation.
At micro level the challenge is no less herculean. Along with PEA3A2A4, the wisdom of
our ancient sages, the organic food products and heral medicines churned out of this unit,
undertake to fight out the dreaded and incurale diseases like %A3%CE and A*. %laim for
having found a lasting cure for many other relatively more rampant ut e"ually tormenting
diseases like #iaetes, Arthritis and Thyroid is already estalished with thousands of patients
cured with satisfaction.
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digestion, the clearing of toxins from the system is hampered, energy levels and the
asorption of nutrients will get altered.
!.!. PRODUCT LINE AND PORTFOLIO OF PATANJALI YOGPEETH
Products of patanjali ypgpeeth are as followsG
• #ivya Amla %hurna for Cyes, #igestion and 5eneral 'ealth
• #ivya Arogyavardhani $ati
• #ivya Arshakalp $ati for Piles
• #ivya Ashmarihar Eas for 9idney *tones
• #ivya Ashwagandha %hurna for *tress, atigue and 5eneral 'ealth
• #ivya %handrapraha $ati for Nrinary #isease
• #ivya %hurna for %onstipation
• #ivya #ant 4anjan Tooth Powder
• #ivya 5ashar %hurna for Eemoval of 5as
• #ivya 5iloy *at for *wine flu, /ird flu, Pyrexia of unknown origin 6fever>
• #ivya 'ridayamrita $ati for 'eart #isease
• #ivya 9anti Lep for &ncreasing *kin *plendour
• #ivya 9ayakalp Tail 1il for *kin Prolems, %racks and /urns
• #ivya 9ayakalp $ati for *kin #isease, Acne and Pimples
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• #ivya 9esh Tail 'air 1il for 'air Loss, #andruff and 'eadache
• #ivya 4adhu 3ashini $ati for #iaetes
• #ivya 4adhukalp $ati for #iaetes
• #ivya 4edha 9wath for 'eadache and 4emory Cnhancement
• #ivya 4edha $ati for 4emory Loss and &mproving &ntelligence
• #ivya 4edohar $ati for Weight Loss
• #ivya 4ukta $ati for 'igh /lood Pressure
• #ivya Peya 'eral Tea
• #ivya Pidantak Eas for )oint Pain and Arthritis
• #ivya Pidantak Tail 4assage 1il for )oint Pain and Arthritis
•
#ivya Punarnavadi 4andur for 9idney Prolems and Anemia
• #ivya *anjivani $ati for %old, ever and lu
• #ivya *hilajeet Easayan $ati for &mpotency
• #ivya *hilajeet *at for 5out and Weak &mmune *ystem
• #ivya *inghnaad 5uggulu for Eheumatism
• #ivya *tri Easayan $ati for 4enstruation
• #ivya *wasari Eas for Lung Prolems, /ronchitis and Asthma
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• #ivya Triphala %hurna for Eejuvination and #etoxification
• #ivya Triphala 5uggulu for )oint Pain, Piles and Weight Loss
• #ivya Ndaramrita $ati for #igestion and *tomache Prolems
• #ivya Ndarkalp %hurna for &ndigestion and %onstipation
• #ivya $atari %hurna for Arthritis
• #ivya 2auvanamrita $ati for Weak /odies and &mpotency
• #ivya 2ograj 5uggulu for )oint Pain
!.#. PRODUCT MIX OF PATANJALI YOGPEETH
*wami EamdevMs iya 4edicines are 7;; natural, made from potent hers such as the
ashtaarga healing plants of the 'imalayas. They have proven extremely effective for
comating all forms of sickness and disease. Along with these medicines, *wamiji
recommends patients to also adopt the practice of Pranayama, which will strengthen the
immune system and "uicken the healing process.
• Ahrak /hasm ! #ivya
• Ajamodadi %hoorna ! #ivya
• Aloevera 5el
•
Aloe $era )uice ! Patanjali 7 Lt. or Aloe $era I; %apsules
• Amla %hurna ! #ivya 6for Cyes, #igestion and 5eneral 'ealth>
• Amlki Easayan ! #ivya
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• Amrit Easayan ! #ivya6for /rain, Cyes, *trength and over all nourishment>
• Anti Wrinkle %ream ! Patanjali Tejus
• Arjuna 9vath ! #ivya6for %oronary Artery #isease>
• Arshakalp $ati ! #ivya6for Piles>; grams
• Arshkalp $ati ! #ivya6for Piles> :; 5rams
• Ashmarihar 9vath ! #ivya $rikkdosh 'ar 9wath ! #ivya
• Ashmarihar Eas ! #ivya
• Ashvagandha %apsule ! Patanjali
• Ashvagandha %hurna ! #ivya 6for *tress, atigue and 5eneral 'ealth>
• Ashvashila %apsule ! Patanjali
•
Avipattikar %hoorna ! #ivya
• Awala %hoorna ! #ivya
• Amla Awala )uice 7 Liter ! Patanjali 6)uice of Cmlica 1fficinalis> #ivya Amalki
• Easayana 7;; gm
• Awala ! #ivya 6Amla> 4uraa ! #ivya6#ry *picy>
• Awala ! #ivya 6Amla> 4uraa ! #ivya 6#ry *weetened>
• Awala Amla 4uraa Wet ! #ivya
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• /adam Pak ! #ivya
• /adam Eogan ! #ivya
• /ael %andy ! #ivya
• /ael 4uraa ! #ivya
• /alm ! Patanjali
• /ang /hasma +gm ! #ivya
• /avaci %hoorna ! #ivya6for Leucoderma>
• /eauty %ream +; gm ! Patanjali Tejus
• /ilwadi %hurna ! #ivya
• /ody Lotion ! Patanjali Tejus
•
/ody 4assage 1il 7;;ml ! Patanjali
• %hatpata %hoorna
• %handrapraha $ati ! #ivya 6for Nrinary #isease @ diaetes>
• %hurna ! #ivya 6for %onstipation>
• %hyawanprash ! #ivya with Ashtavarga 'ealing Plants 67 9ilogram>
• %rack 'eal %ream ! Patanjali
• #aliya G Patanjali Arogya #aliya
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• #ant 4anjan ! #ivya 6Tooth Powder>
• #ant 9anti ! Patanjali 6Tooth Paste>
• #ivya #hara
• #rishti Cye #rop ! Patanjali
• 5angadhar %hoorna ! #ivya 6for #iarrhoea , *prue *yndrome, Ama>
• 5ashar %hurna ! #ivya 6for Eemoval of 5as>
• 5iloy 5han $ati ! Patanjali ;gm
• 5odanti /hasm ! #ivya 6for 4igraine, %hronic 'eadache, #epression @ 'ernia>
• 5okshuradi 5uggulu ! #ivya 6for %hronic Eenal ailure>
• 5ula )al ! #ivya
•
'oney ! #ivya 6Pure 'imalayan 'oney>
• 'ridayamrita $ati ! #ivya 6for 'eart #isease> :; 5rams
• 'ridayamrita $ati ! #ivya 6for 'eart #isease> ; 5rams
• 9achanar 5uggulu ! #ivya
• 9aisara 5uggulu ! #ivya 6Psoriasis @ Cc-ema>
• 9anti Lep ! #ivya 6for &ncreasing *kin *plendour>
• 9ayakalp 9wath ! #ivya 6for *kin Prolems>
http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Dant%20Manjan%20(Tooth%20Powder)%20($13.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Dant%20Kantihttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Dharahttp://www.yogapranayama.com/swamiramdevmedicines.htm#Patanjali%20Drishti%20Eye%20Drophttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Gangadhar%20Choorna%20($17.19)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Gashar%20Churna%20(for%20Removal%20of%20Gas)%20($13.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Patanjali%20Giloy%20Ghan%20Vati%2040gmhttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Godanti%20Bhasm%20($13.84)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Gokshuradi%20Guggulu%20($15.27)http://www.yogapranayama.com/swamiramdevmedicines.htm#Gulab%20Jalhttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Honey%20(Pure%20Himalayan%20Honey)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Hridayamrita%20Vati%20(for%20Heart%20Disease)%2020%20Grams%20($11.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Hridayamrita%20Vati%20(for%20Heart%20Disease)%2040%20grams%20($16.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kachanar%20Guggulu%20($15.27)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kaisara%20Guggulu%20($15.27)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kanti%20Lep%20(for%20Increasing%20Skin%20Splendour)%20($12.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kayakalp%20Kwath%20(for%20Skin%20Problems)%20($11.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Dant%20Manjan%20(Tooth%20Powder)%20($13.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Dant%20Kantihttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Dharahttp://www.yogapranayama.com/swamiramdevmedicines.htm#Patanjali%20Drishti%20Eye%20Drophttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Gangadhar%20Choorna%20($17.19)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Gashar%20Churna%20(for%20Removal%20of%20Gas)%20($13.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Patanjali%20Giloy%20Ghan%20Vati%2040gmhttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Godanti%20Bhasm%20($13.84)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Gokshuradi%20Guggulu%20($15.27)http://www.yogapranayama.com/swamiramdevmedicines.htm#Gulab%20Jalhttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Honey%20(Pure%20Himalayan%20Honey)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Hridayamrita%20Vati%20(for%20Heart%20Disease)%2020%20Grams%20($11.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Hridayamrita%20Vati%20(for%20Heart%20Disease)%2040%20grams%20($16.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kachanar%20Guggulu%20($15.27)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kaisara%20Guggulu%20($15.27)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kanti%20Lep%20(for%20Increasing%20Skin%20Splendour)%20($12.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kayakalp%20Kwath%20(for%20Skin%20Problems)%20($11.90)
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• 9ayakalp Tail ! #ivya 6for *kin Prolems, %racks and /urns>
• 9ayakalp $ati ! #ivya 6for *kin #isease, Acne and Pimples> :; 5rams
• 9ayakalp $ati ! #ivya 6for *kin #isease, Acne and Pimples> ; 5rams
• 9esh Tail ! #ivya 6'air 1il for 'air Loss, #andruff and 'eadache>
• Lavan /haskar %hurna ! #ivya
• Lauki )uice ! Patanjali
• Lauki ! Amla )uice ! Patanjali
• 4adhu 3ashini $ati ! #ivya 6for #iaeties>
• 4adhukalp $ati ! #ivya 6for #iaetes>
• 4aha2ograja 5uggulu ! #ivya 6for 1steoporosis>
•
4edha 9wath ! #ivya6for 'eadache and 4emory Cnhancement>
• 4edha $ati ! #ivya 6for 4emory Loss and &mproving &ntelligence> ; grams
• 4edohar $ati ! #ivya 6for Weight Loss>
• 4ukta Pishti ! #ivya
• 4ukta $ati ! #ivya 6for 'igh /lood Pressure>
• 4ukta!shukti /hasm ! #ivya
• 1jas 4ultani 4itti ! Patanjali
http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kayakalp%20Tail%20(for%20Skin%20Problems,%20Cracks%20and%20Burns)%20($12.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kayakalp%20Vati%20(for%20Skin%20Disease,%20Acne%20and%20Pimples)%2020%20Grams%20($11.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kayakalp%20Vati%20(for%20Skin%20Disease,%20Acne%20and%20Pimples)%2040%20grams%20($16.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kesh%20Tail%20(Hair%20Oil%20for%20Hair%20Loss,%20Dandruff%20and%20Headache)%20($13.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Lavan%20Bhaskarhttp://www.yogapranayama.com/swamiramdevmedicines.htm#Lauki%20Juicehttp://www.yogapranayama.com/swamiramdevmedicines.htm#Patanjali%20Lauki%20-%20Amla%20Juicehttp://www.yogapranayama.com/swamiramdevmedicines.htm#Patanjali%20Lauki%20-%20Amla%20Juicehttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Madhu%20Nashini%20Vatihttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Madhukalp%20Vati%20(for%20Diabetes)%20($15.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20MahaYograj%20Guggulu%20($16.72)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Medha%20Kwath%20(for%20Headache%20and%20Memory%20Enhancement)%20($11.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Medha%20Vati%20(for%20Memory%20Loss%20and%20Improving%20Intelligence)%2040%20gramshttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Medohar%20Vati%20(for%20Weight%20Loss)%20($13.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Mukta%20Pishti%20($17.19)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Mukta%20Vati%20(for%20High%20Blood%20Pressure)%2036http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Mukta-shukti%20Bhasm%20($14.31)http://www.yogapranayama.com/swamiramdevmedicines.htm#Ojas%20Multani%20Mittihttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kayakalp%20Tail%20(for%20Skin%20Problems,%20Cracks%20and%20Burns)%20($12.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kayakalp%20Vati%20(for%20Skin%20Disease,%20Acne%20and%20Pimples)%2020%20Grams%20($11.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kayakalp%20Vati%20(for%20Skin%20Disease,%20Acne%20and%20Pimples)%2040%20grams%20($16.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Kesh%20Tail%20(Hair%20Oil%20for%20Hair%20Loss,%20Dandruff%20and%20Headache)%20($13.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Lavan%20Bhaskarhttp://www.yogapranayama.com/swamiramdevmedicines.htm#Lauki%20Juicehttp://www.yogapranayama.com/swamiramdevmedicines.htm#Patanjali%20Lauki%20-%20Amla%20Juicehttp://www.yogapranayama.com/swamiramdevmedicines.htm#Patanjali%20Lauki%20-%20Amla%20Juicehttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Madhu%20Nashini%20Vatihttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Madhukalp%20Vati%20(for%20Diabetes)%20($15.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20MahaYograj%20Guggulu%20($16.72)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Medha%20Kwath%20(for%20Headache%20and%20Memory%20Enhancement)%20($11.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Medha%20Vati%20(for%20Memory%20Loss%20and%20Improving%20Intelligence)%2040%20gramshttp://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Medohar%20Vati%20(for%20Weight%20Loss)%20($13.90)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Mukta%20Pishti%20($17.19)http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Mukta%20Vati%20(for%20High%20Blood%20Pressure)%2036http://www.yogapranayama.com/swamiramdevmedicines.htm#Divya%20Mukta-shukti%20Bhasm%20($14.31)http://www.yogapranayama.com/swamiramdevmedicines.htm#Ojas%20Multani%20Mitti
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• 3im 5han $ati ! Patanjali =; 5r.
• Panchakol %hoorna ! #ivya
• Peedantak %ream +; gm ! Patanjali
• Peya 6'eral Tea> ! #ivya 7;; 5rams
• Peya 6'eral Tea> ! #ivya I;; 5rams
• Pidantak 9wath ! #ivya 6for )oint Pain and Arthritis>
• Pidantak Eas ! #ivya 6for for )oint Pain and Arthritis>
• Pidantak Tail ! #ivya 64assage 1il for )oint Pain and Arthritis>
• Praval 6ranch> Pisthi! #ivya
• Praval Panchamrit! #ivya
•
Punarnavadi 4andur ! #ivya 6for 9idney Prolems and Anemia>
• *anjivani $ati ! #ivya 6for %old, ever and lu>
• *aptavimshati 5uggulu ! #ivya
• *arvakalp 9wath ! #ivya 6for Liver Prolems and )aundice>
• *hadindu Tail ! #ivya
• *hatavar %hoorna ! Patanjali
• *hampoo ! Patanjali
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• *hankh /hasm ! #ivya
• *hilajit %apsule ! Patanjali
• *hilajeet Easayan $ati ! #ivya 6for &mpotency>
• *hilajeet *at ! #ivya 6for 5out and Weak &mmune *ystem>
• *hilajeet *at ! #ivya 6for 5out and Weak &mmune *ystem> +; gm
• *inghnad 5uggulu ! #ivya
• *itopaladi %hoorna ! #ivya
• *oap 9anti Aloevera /ody %leanser ! Patanjali
• *oap 5omutra 9anti ! /ody %leanser ! Patanjali
• *oap *omya ! /ody %leanser ! Patanjali
•
*oap 1jas A"uafresh ! /ody %leanser ! Patanjali
• *oap 1jas A"uafresh ! 4ogra /ody %leanser ! Patanjali
• *oap Patanjali *omya 'aldi %handan /ody %leanser ! Patanjali
• *tri Easayan $ati ! #ivya
• *wasari Eas ! #ivya 6for Lung Prolems, /ronchitis and Asthma>
• Tejus Tailum or Women
• 6Tooth Powder> #ivya #ant 4anjan
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• 6Tooth Paste> #ant 9anti Patanjali
• Trayodashang 5uggulu #ivya
• Trikuta %hoorna #ivya
• Triphala %hurna #ivya 6for Eejuvination and #etoxification>
• Triphala 5uggulu #ivya 6for )oint Pain, Piles and Weight Loss>
• Tulsi 5han $ati Patanjali ; 5r.
• Ndaramrita $ati #ivya 6for #igestion and *tomache Prolems>
• Ndarkalp %hurna #ivya 6for &ndigestion and %onstipation>
• $atari %hurna #ivya 6for Arthritis>
• 2auvanamrita $ati #ivya 6for Weak /odies and &mpotency>
•
2ograj 5uggulu #ivya 6for )oint Pain> :; 5rams
• 2ograj 5uggulu #ivya 6for )oint Pain> ; grams
• Wheat 5rass Powder 1rganic 7 4onth #oses
• %hatpata %hoorna
• or 5astric troules and taste
• #ivya )eera 5oli
• #ivya Anardaana 5oli
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• #ivya %hatpata %huara
• #ivya 3imu $ati
rom nowhere to everywhere, /rand /aa seems to e pervasive. 2oga has een there in
&ndia since time immemorial, it has een synonymous with sadhus6 saints> who usually after
relin"uishing their mundane world in search of 5od or 3irvana used to keep them healthy,
fit, let them channeli-e their energy and control their inner self toward a single goal. &n
marketing parlance we can think of it as a product which was restricted to a very small
segment of society, had some exclusivity attached to it, expertise of saint in performing it and
a luxury which could only e afforded y the disciples of saints.
3oody could have thought of commerciali-ing it, leave aside the thought of populari-ing it
among the masses. Cntrepreneurs are not only risk earers, organi-ers and managers of the
enterprises ut they are also great visionaries who not only anticipate the future needs ut
also keep a check on the present re"uirements. We are sure /aa must have worked tirelessly
on his mission away from the glare of media, completing all his defined tasks, keeping a
check on the preparations and one day he must have decided to appear on the ig stage and
take the world y storm that seems to e a meticulously planned launch of the J/rand /aaK.
The epithet J'e came , 'e saw, 'e con"ueredK. is supposed to e rightly descried as the
arrival of /aa and his infectious popularism among the masses. *uddenly everyone was
seen ruing hisher nails walking y the road side, waiting for a train at the platform, while
travelling, while working in an office or for that matter whenever people found themselves
free, he was there everywhere in the life of people. 2oga, which used to e considered
5eneric till now was well known y J/aa Eamdev /rand of 2ogaK. People were looking for
a solution to their stressful life, an alternative form of medicine. 'e as a true entrepreneur
anticipated this need efore anyone could and sold his idea of a complete health to the
masses. As a good marketer would do he made himself availale for the masses through his
J2oga *hiversK, listened to their prolems @ tried to solve them, connected with them
personally, had a product which was well researched, had variants of products in terms
of different 2oga Aasans for different ailments, meant for different age groups of people
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ased on their aility to perform a particular aasan, had all the medium of advertisement to
support his /rand.
'is journey didn0t stop with his /rand of 2oga, when ig usiness houses were struggling to
launch and operate /randed 4edical *tores, he was once again there ang on launching his
own /rand of Ayurvedic 4edicine *tores 6 Patanjali> all over &ndiaRranchising model also
included. 'is name has ecome synonymous with 2oga and Ayurveda. There might e other
efore he appeared on scene, there are many in his era also ut no one could make an impact
like him. 'is presence was so infectious that people from different walks of life were cashing
on his popularityR.ilmstars like *hilpa *hetty and /ipasha /asu came with their own
version of 2oga %#0s ut could not pose a challenge to his leadership, infact they ended up
following his footstepsReven the corporate world found a ig market for heral
products..the consumers were looking for products which were close to nature. 'is N*P is
that he made himself approachale, common man identified with him and he positioned his
product as a J Total 'ealth *olutionK unlike the cra-e generated y the ilmstars to develop
ulging iceps, curved ody, -ero figure which could e defined as a fad ound to fade away
without notice. 'is product promise for a lifelong solution 6 duraility>, can e used
anywhere anytime6 operational convenience>, availale through different channels ased on
your convenience6 like T.$., /ooks, *hivers >, his product emphasi-es on precaution rather
than cureR.a feature which make his product standout from the rest of crowd and even if any
ailment need to e cured he has the natural therapies and his own rand of ayurvedic
medicine to compliment his main product. 'e has made his rand amassadors out of his
own followers who very religiously vouch for his claims and motivate people who come in
contact with them to practice 2oga. 'e is in his uni"ue way different from other gurus who
only give spiritual discourses. 'e is different in terms of the practicality and ojectivity of his
product unlike the sujective nature of the discourses delivered y spiritual gurus. 'e run his
trust as a ig corporate house generating employment, profit and his initiative has not only
pumped a new lease of life to ayurveda ut has also indirectly helped people to find out an
employment as yoga instructors in schools, colleges and corporate houses. 'e is ui"uitous,
wherever you go you find his hoardings announcing the date of his Shiers, he has not only
reached to the interiors of the places ut he is also there in the mind of the people enjoying
the share of his own, which is a sign of a ig rand. People, organi-ations, institutions
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involve in any kind of traditional thing in &ndia can take a lesson or two from /aa, that how
marketing can help in reviving the traditional form of things that too with a handsome profit
and one need not to e an American or someone from a developed world to market a product
and lay a claim on it. There has een lot of yoga gurus and they are there today also who can
challenge him in the art of yoga ut there is only one /aa Eamdev the 2oga 5uru turned out
to e a 5reat 4arketing 5uru. And finally look what he is doing, he has taken the
responsiility to ring ack the lack money to the nation and eradicate the corruption from
the country. &t seem that after achieving the leadership position in his form of usiness he
want to diversify to the usiness of politics. There is always a risk of diluting your rand if
you think of entering into a totally different field and /aa has taken that risk. 'is /rand
seems to e in crisis these days and there is a need of second thought to e given to the
diversification. & feel he should have thought of %o!/randing with Anna, this could have
made it easy for him to diversify into the usiness of politics. &t0s still not too late , he must
think strategically on his move and rethink of launching his rand of movement again with
new energy and a new look.
!.5. MARKETING AND NET"ORK OF PATANJALI YOGPEETH
'uman eings are governed y ideas and eliefs. %onsumers of this day no longer uy
merchandise and services ut experiences. 4ass %ustomi-ation is the new paradigm that
replaces old ideology of market segmentation8 an idea which is no longer found suitale for
todayMs turulent markets, changing customer needs and growing product variety. 4ass
customi-ation proactively manages product variety in the environment of rapidly evolving
markets, products and services. This study attempts to study the reasons which have lead to
the phenomenal success of /aa EamdevMs marketing strategy of 4ass customi-ation and
that also in an era of high individual customi-ation.
The dictum of 4ass %ustomi-ation is QAham /rahamasmiQ8 meaning that & am omnipresent
and omnipotent. %atering to the needs of all, irrespective of gender, age, caste, creed, culture,
religion, nationality the potion of mass customi-ation is elieved to work wonders.
%ompanies choose from mainly three value disciplines to frame their value propositionsG
product leadership, operational excellence, and customer intimacy. The product leadership
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discipline leads to the Uest productM value proposition!an assertion that the companyMs
products have the greatest performance impact or experiential impact for its customers. The
operational excellence discipline leads to the Uest total costM id! an assertion that the
comination of the companyMs prices, product reliaility, and hassle!free service is matchless.
The customer familiarity discipline leads to the Uest total solutionM scheme S an assertion that
the company helps its customers identify their exact prolem and the est solution, and then
takes charge of implementing it. /aa Eamdev addresses all the three value disciplines and
he has developed a uni"ue lend of Ayurveda and $edic philosophy to cater to create value
for his customers.
!.$. PRODUCT: INTRODUCING THE VALUE DISCIPLINE
The society in which we live today is a rand! osessed society. 3ame a product or service
and the rands relating to them are inestimale so many that cannot e counted on fingers.
Thus, creating, developing, implementing and maintaining successful rands are fre"uently
at the heart of marketing strategy. 64cCnally,4 . and %hernatony,L. de 7> *uccessful
randing re"uires a strategic perspective 6de %hernatony 7 wherey strong rand
concepts are presented and communicated to target segments resulting in favorale rand
images which reflect the randMs identity 65ardner and Levy 7++, Eeynolds and 5utman
7. This rand of /aa Eamdev has a universal appeal, is sharing and
collaorative, and the customers range hail from all age groups and regions. This /rand is a
result of consistent hard work and carefully and meticulously followed strategy.
The service that /aa Eamdev is selling is the product. To deliver "uality service, it is
essential to understand customersM expectations. To assess the "uality of service, customers
compare their expectations with perceptions of the service providersM performance. 'ence it
ecomes vital for the service providersM to understand and meet consumersM needs and wants.
%ustomer expectations of service can e of two types8 desired service and ade"uate service.
#esired service is the service that a customer desires and expects to get. Whereas an ade"uate
service is one which is the minimal level of service which a customer is willing to accept
ased on his perception of service acceptaility.
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The service that is eing provided y /aa Eamdev is well orchestrating with the desired
service expectations. Patanjali 2ogpeeth, a multi!million rupee venture, EamdevMs dream
project, set as a rival to World 'ealth 1rgani-ation only on the asis of sound service that it
oasts of providing. #ivya 2oga 4andir Trust in 'aridwar, Nttaranchal is armed with all the
latest and most sophisticated gadgets sees a regular stream of devotees who wait to e called
y a doctor in the 1ut Patient #epartment 61P#>. There are forty doctors in the 1P# who
deal with :,;;; people every day. *ome days the dispensary sells medicines worth Es. I,;;;
a minute. And again this can only e possile if the waiting tie is reduced y "uality service.
The amiance of Patanjali 2ogpeeth is world class. %onstructed in almost 7;; acres8 it has
een designed to have uildings, car parks, and a landscape to rival the est of #elhiMs
housing projects. The entire value proposition can e said to e a hard work and the result of
determination of this one man army.
To add to this we know that looking good is everymanMs dream. &n the era when cosmetic
surgery is the order of the day8 getting good looks y just adjusting the way one inhales and
exhales is something everyone would prefer doing. With his deep!seated credence that we all
are a part of eauty conscious world, *wamijiMs uni"ue contriution has een in helping
ordinary people solve their prolems and lead a healthy life through the practice of simple
reathing exercises. The product QpranayamaQ is well suited for all irrespective of class,
creed, culture and hence this success.
!.7. COMPLETE PACKAGE FOR VARIOUS DISEASES
*wami EamdevMs #ivya 4edicines are claimed to e one hundred percent natural, made from
potent hers availale in the 'imalayas and no or very little side effects. They have proven
extremely effective for comating all forms of sickness and disease. Along with these
medicines, *wamiji recommends patients to also adopt the practice of Pranayama, which will
strengthen the immune system and "uicken the healing process. Eamdev /aa opines that
Pranayama 2oga is the complete Ancient &ndian Therapy, which is a 4edical *cience in itself
that cures any Physical or 4ental medical condition completely, without any side effects.
*wami Eamdev has proved and declared on &ndian @ &nternational T$ %hannels,
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