n
Key Points
n
n
nPatanjali Ayurveda startednby Baba Ramdev and Balakrishnan has become one of the biggest success storiesnof Indian business in the world of FMCG. It has threatened to destabilized bignMNC players like Unilever, P&G and others. It has also dented the market ofnIndian herbal companies like Zandu and Dabur.
n
n
n
n
n
nPatanjali has become a case study in top business schools around the world. Topnexecutives of MNCs are scratching their heads to find a way to counter thenmarketing onslaught of it.
n
n
n
n
n
nOne the other hand, there isnanother ayurvedic company which is creating ripples. That is Sri Sri Ayurveda.nIt is owned by Sri Sri Ravi Shankar led Art of Living Foundation. It is widelynbelieved that within next few years, Patanjali will have a strong competitor innthe form of Sri Sri Ayurveda. The later has already made a strong foot print innthe South Indian markets.
n
n
n
n
n
n
n
n
n
n
n
nPatanjali Vs. Sri SrinAyurveda
n
n
n
nIn this perspective, manynmarketing gurus are comparing these two firms. Which one of them has greaternpotential and which is going to rule the herbal market in future is thenquestion being pondered over.
n
n
n
n
n
nStudying the market trends,nit becomes quite obvious that Patanjali is leading. The company is expected tontouch Rs. 5, 000 Crore revenue in next 2 – 3 years. Sri Sri Ayurveda is notnable to cope up with the marketing campaigns run by Patanjali. Further, BabanRamdev has entered the lives of Indians through his Yoga streaming. RavinShankar has also developed Sudarshan Yoga, but that is not popular.
n
n
n
n
n
nRavi Shankar has morenfollowers than Ramdev. But, there is little bit of difference. Ravi Shankar hasnalways taught Art Of Living, as the name of his foundation indicates. His teachingsncentered around living life fully and avoiding conflicts. On the contrary, BabanRamdev from his initial days centered his focus on healthy life. That is whatnmade the basic difference when both of them entered the market.
n
n
n
n
n
nFurther, Sri Sri Ayurvedanhas no match of Ramdev’s line of Packaged Food Products and Personal Care.nThough, it must be mentioned here that Sri Sri has given tough competition tonPatanjali in the arena of body lotions as well as energizers.
n
n
n
n
n
n
n
nPurpose of Making Money
n
n
n
nPeople keep on criticizingnthese spiritual foundations making money through these means. Though, they arennot doing anything illegal.
n
n
n
n
n
nHowever, there is a basicndifference between these ayurvedic firms and others. For example, Patanjali hasna written undertaking that none of the board members will earn a penny fromnmoney made through Patanjali Ayurveda. Ramdev and Balakrishnan do not takenanything. The same is the story of Sri Sri Ayurveda.
n
n
n
n
n
nBoth of these firms arencompletely not-for-profit. There is also no denying that they are making hugensums of money. But, money is being used to sustain charity work undertaken bynthe mother foundation apart from running their spiritual campaigns.
n
n
n
n
n
n
