“The turnover of Patanjali will increase to Rs 1 lakh crores in the coming three to five years”
Baba Ramdev gave an inspiring speech as he won the Impact Person of the Year award on December 11
“One who knows how to convert knowledge, emotions and actions to wealth is termed as a success,” said Baba Ramdev, the man behind Patanjali, the brand that disrupted the FMCG market in India. It can be safely said that Baba Ramdev is perhaps one of the coolest sadhus around, and not just because of making Patanjali one of the most formidable FMCG brands in India, that too in an alarmingly short time, but also for being an expert on marketing and connecting with consumers just the way they like it.
On Monday evening as he addressed a gathering of top marketers and media veterans after he was named the IMPACT Person of the Year 2017, Baba not just predicted Patanjali’s turnover to increase to Rs 1 lakh crores in the coming three to five years but also claimed to have created over 20,000 jobs in less than two months.
Ramdev's example particularly stands out as that of a marketing marvel as he comes from a rather humble background what with being born in a village to parents who did not have the privilege of being educated, by his own admittance, and attending a government school.
Baba regaled the gathering with his witty speech as he began by saying, “Fakir ho kar bhi hum waziron aur ameeron ki neend uda sakte hain. I can’t live in boundation and people to an extent also put boundaries on 'sanyaas'. They think that a sanyaasi cannot participate in politics or business but I wanted to do something for the country and I did. I am first a citizen of this country and all rules of the nation also apply to me. Why should I not participate in discussing what is good or bad for India? I broke all boundaries."
Patanjali Ayurved got its marketing tonality right with the ‘swadeshi’ emotion playing right at the top of all its communication. With a turnover of Rs 10,561 crore in the financial year 2017, Baba Ramdev’s Patanjali has shaken up the hegemony that MNC players had enjoyed over the years and is all set to achieve more growth and scale.
“Today we are talking about Patanjali, I am just hinting today that going forward people will talk more about Patanjali. In the coming three to five years these talks will make headlines across the world but it is not for us to get or earn something. I have always said that all of Patanjali’s profit will be for charity. In the coming six months we will make this official on legal papers. My aim is to not gain anything. Work is worship for me ever since I was nine years old. I work nonstop everyday from 4am to 11pm. One who knows how to convert knowledge, emotions and actions to wealth is termed as a success,” Baba said.
C Vidyasagar Rao, Governor, Maharashtra, who was Chief Guest at the award ceremony welcomed Baba Ramdev by saying, “Baba Ramdev is India’s foremost Yoga guru in the digital era who has democratised yoga, according to me. He has made yoga accessible to all through his efforts in a short period of time. He brought what can be described as a revolution in the way yoga is taught at a mass level in a simple and easy to understand manner. Baba Ramdev is carrying forward the message of Samarth Ramdas popularly known as Ramdas Swami of creating healthy individuals and a strong nation through his work for the propagation of yoga. The second important contribution of Baba Ramdev is his emphasis on Swadeshi products. I wish and hope corporate houses take inspiration from the success story of Patanjali. I will call upon Baba Ramdev to make Patanjali the best global brand by laying (the foundation of) utmost trust and quality care.”
Rao also stressed on the importance of advertising and branding in the interior areas. He said, “There are many people in the unorganised sector who don’t know the importance of advertising, branding and marketing. Every year I inaugurate an exhibition of village products and artefacts made by women self-help groups and rural artisans. The exhibition organised by the Rural Development Department of Government of Maharashtra in absence of branding, advertising and marketing are unable to reach national and international markets. I believe advertising, branding and marketing can help empower and enrich our rural communities and artisans. I urge professionals to lend a helping hand to rural artisans and women self-help groups. Today increased internet penetration and popularity of social media enrich our rural communities and artisans and make it a positive change in their lives.”
The event was also graced by Raj Nayak, COO, Viacom 18 and Ashish Bhasin, Chairman & CEO, South Asia, Dentsu Aegis Network.
Among the nominees for the IPOY award this year were Anand Kripalu, CEO & MD, Diageo India who has led Diageo through turbulent times, taking in his stride the highway liquor ban and the controversy around Vijay Mallya; Amitabh Kant, CEO, Niti Aayog, who is single-handedly executing Prime Minister Narendra Modi’s vision of building Brand India; Ashish Bhasin, Chairman & CEO, South Asia, Dentsu Aegis Network who has built DAN into an impressive conglomerate through the right acquisitions; Bhavish Aggarwal, Co-Founder & CEO, Ola who has taken on Über in India and made his mark in the face of stiff competition; Prasoon Joshi, CEO, India and Chairman (Asia Pacific), McCann Worldgroup, a multi-faceted leader who has made great contributions in advertising, films, music and public policy; Sanjiv Mehta, CEO and Managing Director, HUL, who has taken the FMCG giant from strength to strength; and Suresh Narayanan, Chairman and MD, Nestle India, who made sure his company witnessed a complete turnaround after the Maggi fiasco, bringing back complete stability to Nestle India.
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