We don’t react to our competitors, they react to us: Avinash Kumar, Marketing Head, Patanjali
Avinash Kumar, Marketing Head, Patanjali Ayurved, on setting the rules and how they used mobile to reach out to customers effectively
Patanjali Ayurved is one of India’s fastest growing FMCG brands and has been among the top five advertisers, said its CGM and Marketing Head, Avinash Kumar
He was speaking at a recently concluded event in Gurugram where Rohit Sharma, Founder & CEO, POKKT, moderated the Session where the spotlight was on how Patanjali has used mobile to reach out to its customers and how the business has grown over the years.
“In 2012, Patanjali garnered Rs 456 crore in revenue and soon after, the revenue grew to Rs 1,000 crore and Rs 2,000 crore in 2015. Till 2015, we did not spend a single rupee on advertisements. The growth is happening because our products are the champions," said Avinash Kumar when asked on how the revenue increased over the years.
According to Avinash Kumar, the first challenge was to reach out to a wide range of people. "My customers lie in far-flung areas where there is no Internet connectivity. I have a critical mass in favour that use our products, we reached them through TV and print though mobile is one of the cheapest modes to reach out and we wanted to engage with our customers, especially the youth. On the digital front, we started with video and 80% of what we do in digital is through mobile," he said.
Commenting on whether he thinks FMCG brands can be built purely on mobile, Avinash Kumar said, “I don’t see it is happening right now. In FMCG, if you take any big player, digital spend is almost around 10% of the total marketing budget. It is true that people will look for cheaper mediums. I would like to reach out to people who are available on digital because they have the buying power."
On being asked about fierce competition in the industry, he said, "We are the disruptors in the domain, there is no rule for us, we always set the rules. Other companies have the baggage of almost 100 years. We are new and the speed at which we have moved and are currently running is very difficult for them to copy. We don’t react to them, they react to us. Catching up with us is really very difficult for others."
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