This is the detailed brand equity analysis of Patajali Ayurved which is renowned brand in India.

Brand Awareness

Patanjali has made the use of TV commercials, generally infomercials to promote its brand to every house in India. The advertisements make a grand impact on the viewers as they link to Indian civilization and family values. To provide consumers with the digital facilities, Patanjali has formed the partnership with the top buying-purchasing companies including Flipkart, Amazon, Grofers, and Paytm. Because of the exceptional brand loyalty, the word-of-mouth promotion has proved to be advantageous to Patanjali. The company remains connected with its consumers through multiple social media channels. Through yoga sessions, Baba Ramdev shares the benefits of using Patanjali products. It also makes use of the local newspapers and magazines for the product advertising.

Brand Associations

The company after getting the tremendous success in the consumer goods’ market made a plan to move towards the equipment section. Patanjali purchased Advance Navigation and Solar Technologies Pvt. Ltd. with the aim to supply solar power equipment to every house in India. Baba Ramdev told in an interview that the revenues generated from the Patanjali products go to the charity homes. In 2015, Patanjali became partners with Future Group and Pittie Group to start the sale of Patanjali products in the Future Group’s stores. Also, the new shopping stores including Hyper City, Star Bazaar, and Reliance Retail sells Patanjali products. Bollywood’s top celebrities including Shahrukh Khan, Ranveer Singh, Priyanka Chopra have done the endorsement of many Patanjali products.

Brand Loyalty

Patanjali has become the largest FMCG Company in India in a short time. People have now become very health conscious and look for the natural products. Patanjali gives people the opportunity to buy the same product they are looking for with no harmful chemicals. The company has been attracting the people by selling Ayurvedic products at very economical cost. In 2016-2017, Patanjali’s estimated turnover is to $1.6 billion. Patanjali Ayurved has the aim to introduce the Indian herbs to this modernized world.

Brand Assets

Patanjali Ayurved is an Indian Fast-moving consumer goods company, operating since 2006. Its headquarters is in Delhi and has over 4700 stores. The company produces products from natural herbs that come under the categories of beauty, personal care, baby care, food, medicines, healthcare, media, and clothes. Patanjali has also shown presence in the education field. The company has also announced that it will be moving towards the textile manufacturing soon. It opened “Patanjali Food and Herbal Park” which is world’s top food park located in Delhi, India.

Brand Elements

Baba Ramdev and Balkrishna founded a consumer goods company, Patanjali Ayurved. They named the company in the name of a Yoga philosopher, Patanjali who compiled all the yoga beliefs under his work and Ayurveda is the traditional Indian system of making medicines. The logo of the brand has Patanjali on it with the tagline Prakriti ka Aashirwad which means the blessings of nature. The company sells high-quality herbomineral products at reasonable prices. Patanjali has the aim to create a healthier society by serving the people with the favors of nature.

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