Numbers are important and more so when your brand's immense success is reflected in the unshakeable trust shown by the end consumers. When Patanjali's Acharya Balkrishna came on stage to deliver a talk at Day 1 of the Goafest, the first thing that hit the audience was his simplicity and plain speaking nature, regardless of the fact that he was speaking in front of the stalwarts of the marketing industry. In his hour-long speech. Balkrishna bluntly said, “At Patanjali, we sell products and not dreams or fears.” Responding to a question, Balkrishna claimed that Patanjali will soon become an international brand. “We are glad that the Indian youth has started taking pride in Indian products after Patanjali products were introduced to India. Soon, ‘Made in India’ will become a matter of pride globally,” he said.
Speaking about how Patanjali differentiated itself from other brands, Balkrishna said, “The big difference between Patanjali and other brands is largely about being what we stand for. Many brands project a dual image and are largely inconsistent when it comes to brand value and brand experience, but Patanjali products are exactly the way we project them, no more or no less in any way.”
Crediting Patanjali with creating new advertising trends, Balkrishna added, “I remember when Patanjali started advertising its products, we used to feature all our products in one ad, which according to many marketers was not the right approach. However, when we look back, we see the same marketers following the Patanjali approach by showcasing more than one product in their ads.”
“To understand brand Patanjali, it’s important to set the story in perspective. Patanjali’s journey is not that old. A decade ago, when we started to manufacture Amla juice, the idea was to benefit the poor farmer who was on the verge of bankruptcy and had no means to market the produce. With the help of Baba Ramdev’s idea, we turned this loss-making farming segment into a profitable industry. This is just an idea of how Patanjali has tried to make a real difference and unlike other companies, which decide the business based on the market size, Patanjali has been the people’s brand first and thereafter comes the market share for us,” added Balkrishna.
Equating Patanjali with a national movement, he stated, “Patanjali is a movement to build a new India. The idea is to build a formidable brand that has a strong Indian identity and benefits the consumers in a real way. Our products have resulted in a disruption of a different kind, which has forced other players to rationalize product pricing and this directly helps the buyers in the long run.”
Underlining the importance of holding on to the Indian cultural identity while marketing brands, Balkrishna said, “Many people ask me about the role of advertising in creating a brand. Though we have also valued the high impact that right advertising can create, Patanjali, as a policy, will never advertise if it clashes with our cultural values. This is the reason you won’t see Patanjali objectifying women, like many brands do to sell products. We value the rich tradition that our sages and saints propagated and we will always stand by them.”
He further posed a question to the audience. “My question to some brand owners is: would you stand by the same values that you showcase in your ads? Would you let your family consume the products that you showcase? If yes, then only make such products and advertise them. Many people tell us that we have taken on some big brands, but that is not the case. We are just doing what we are supposed to do, and with an honest endeavour contribute to nation building. That is how we have grown so far in such a short time. There is no other secret to it. Also, Patanjali is not trying to create monopoly. We are just creating better products and forcing others to follow suit. Once again, the end beneficiary is the consumer alone and that is our motto too,” highlighted Balkrishna.