Brand Patanjali Flying High on Desi Love and Ramdev Magic
Who could have thought a hirsute Indian male, a saffron monk to boot will capture the nation’s collective consumer imagination? Baba Ramdev has swept off all competition in business…it makes one feel that being a little weird is a natural side effect to being awesome. It is simply amazing how such icons have materialized on the Indian firmament. Look at the rise of this man that has shaken the organized MNC world in the sub-continent. What made India fall madly in love with brand Patanjali? And get completely blinded by its desi magic of indigenous ingredients? Indians are no longer attracted to ‘phoren’ stuff preferring Made in India goods at attractive prices.
A nation obsessed with Nestlé’s Maggi noodles for more than 30 years suddenly fell head over heals with desi atta noodles made by Patanjali in no time. Not only swiggy noodles, but shampoos, soaps, Ayurveda hair oil and host of other FMCG products under the PAL brand have pushed off dominant 80-year-old MNC brands. Racks of shopping malls and retail stores stock variety of Patanjali products due to consumer demands. Baba Ramdev has turned out to be the local hero who has defeated the outside enemy. It is almost like the David vs Goliath fight – only this time the David is Indian.
Saying ‘Om’ to each other everyday in office seems very different from an impersonal ‘Hi’ that is a greeting in an MNC set-up. Even other Indian rivals, Dabur and Himalaya have benefitted by the Patanjali tidal wave.
While Acharya Balkrishna comes to the office in a pure white dhoti-kurta and speaks shudh Hindi, there is no formal dress code for the employees either. As for Baba Ramdev, the interface/model/promoter of the company wears his saffron dhoti, a Dant Kanti smile on his face. He has given competition to the carefully planned strategic corporate planners who search for the perfect model to advertise.
The products are inexpensive; hence, a buyer does no have to think twice before trying the Kesh Kanti hair oil, Aloe Vera gel, and Body lotion for milk protein shampoo. This is the Baba Ramdev side effect and is here to stay for long!
♥ We love Patanjali Products too! Check out the DusBus Hindi section for reviews and more info on their affordably priced yet quality products.
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