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Baba Ramdev, Patanjali great examples of disruptive differentiation: Industry experts on IPOY 2017

14-December-2017
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Baba Ramdev, Patanjali great examples of disruptive differentiation: Industry experts on IPOY 2017

Baba Ramdev of Patanjali Ayurved was recently named the Impact Person of The Year (IPOY) 2017 for causing unprecedented disruption in the FMCG industry in India with the launch of his herbal products. In a short span, the brand has managed to capture the market by making ‘swadeshi’ and national interest an integral part of its marketing pitch. With a turnover of Rs 10,561 crore in the financial year 2017, Baba Ramdev’s Patanjali has shaken up the hegemony of MNC players and is all set to achieve more growth and scale.

According to Raj Nayak, COO, Viacom18, Baba Ramdev’s win was expected given the way he has built Patanjali into a formidable brand. “Every year the quality and stature of IPOY awards keep going up. We have been supporting this award right from the beginning. There have been many distinguished people nominated this year and I think each of them has excelled in whatever they have done. I’m very happy that Shri Baba Ramdevji has got the award this year and I wish him the very best because it is very deserving. We will continue to be associated with IPOY for years to come,” said Nayak.

"Each of the individuals who were nominated for the award have had a huge impact on the marketing and media industry. But Baba Ramdev rightfully deserves to be the Impact Person of the Year 2017 simply because his impact transcended Media and FMCG industry alike. Baba Ramdev and brand ‘Patanjali’ are great examples of disruptive differentiation and are increasingly becoming a way of life for millions of Indians. I congratulate Baba Ramdev for winning this award and for being an inspiring leader that he is," said Megha Tata, COO, BTVi.

Pradeep Dwivedi CEO, Sakal Media Group, believes that Baba Ramdev with his brand Patanjali has set up new paradigms for the FMCG industry and thus deserved the win. He said, “Baba Ramdev winning IPOY 2017 is a fantastic development. It is a testimony to the fact that an Indian company has made substantial inroads into territories largely dominated by multinational corporates. I think he has set up new paradigms and clearly deserves the award. His business acumen and his ability to connect with distribution value chain have helped the products do extremely well.”

Gour Gupta, Executive Director, DDB Mudra Group and Chief Executive Officer (CEO), DDB MudraMax (OOH, Events and Experiential) said that Baba Ramdev has done phenomenal work by spreading Yoga and Ayurveda around the world and made a difference to a large spectrum of people. “From making large FMCG corporations face the heat to making Patanjali a part of a large section of people's lives today, add to that such a fast-paced growth rate in such a competitive market, Baba Ramdev is clearly the most impactful Indian and this award truly recognises that," said Gupta.
“Baba Ramdev is undoubtedly the most deserving person chosen for the award. The way he has created a highly successful brand despite tough competition from MNCs and that too in a short span of time deserves such an honour," commented Alok Jalan, Managing Director, Laqshya Media.
Rajiv Singh, COO, ZEE Media added, “For me, Baba Ramdev embodies three simple philosophies– remaining tuned to the consumer needs, remaining aligned to the customer touchpoints and keeping the message simple yet relevant and therefore creating a huge impact in the marketplace. He has shown the world that you may not always bring trust through a celebrity time-tested route of endorsement as long as you know what your customer wants and deliver your message with conviction. Baba Ramdev is a perfect blend of a grassroots marketer who felt the pulse of the market, kept his communication simple and therefore disrupted the FMCG industry. He thus truly deserves to be the Impact Person of the Year.”

Also nominated for the 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 his company fro strength to strength and Suresh Narayanan, Chairman and MD, Nestle India, who brought back stability to the company after the Maggi fiasco.

Past winners of the IPOY award include Vijay Shekhar Sharma, Founder and CEO of Paytm; Arnab Goswami, President & Editor-in-Chief, Times Now and ET Now; Punit Goenka, MD & CEO, Zee Entertainment Enterprises Ltd; Vineet Jain, MD, Times Group; Ambika Soni, then Minister for Information & Broadcasting; Agnello Dias, Founder, Taproot India; Haresh Chawla, then Group CEO, Network18 and Viacom18; Uday Shankar, CEO, Star India; Raghav Bahl, Founder, Network18 and Rajdeep Sardesai, then Editor-in-Chief, CNN-IBN.

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