Their claim to fame is their approach to FMCG – all deeply rooted in ancient Indian (Bharat) practices and culture – sort of an ayurvedic touch to all products of Patanjali.
While some accept it to be true. Others doubt the authenticity of those statements. Some chose to be open minded and go by their own experience instead of relying blindly on claims made by others.
I’ve realized one thing – you just cannot trust anyone. Ramadev included. In particular, I find it harder to believe those that parade about with religious paraphernalia all over and around them – holy ash on forehead, shaved head with a hint of pony, chanting beads, ocher robes, vehement temple goers, those indulging in public display of devotion and religious faith etc. While large portion of the Indian population treats them with and holds them in special regard, I have observed many charlatans to now know well enough to not treat them any differently from just about any one else!
Patanjali, in that sense, should be treated just like any other MNC into FMCG. Although many of its prices are marginally on the lower side compared to the similar products of the competitors, there are tricks being missed by everyone here –
- Patanjali generally adds those products to their shelf that have already been well tested by others and are selling well. Their own R&D is very very limited. They have saved much on these costs.
- Patanjali doesn’t really have any advertising costs. In the sense, while most MNCs have to have millions to movie stars, sports heroes, etc., Patanjali does not have to incur these costs. Their advertising is all about Ramdev strutting about with political goodwill.
Considering these, I’d would say, Patanjali enjoys very good margins on their products. Many of his followers would be more than willing to give their time without any pay as a mark of respect and service towards the ‘holy one.’
Additionally, while they give the impression that they manufacture every single product they sell. That in fact is not the case at all. Like any other MNC, they outsource much of their manufacturing and just label & package the products.
For instance, their ghee is made from, among other ingredients, unsalted butter produced by the Karnataka Co-operative Milk Products Federation Ltd. Their aloe vera is supplied by Dhandev Resorts and Health Care Pvt. Ltd. Their mustard oil is supplied by a Jaipur-based manufacturer (like the mustard oil of most other MNCs). Their honey is found to be tainted with antibiotics (just like those from other brands) and substandard. The Patanjali biscuits are made by Delhi based Sona Biscuits. Their juice products are loaded with preservatives and added sugar (very much like the competition). Their salt is from a Gujarat based company.
In summary, though, the bottom-line is that there is no real chose to chose Patanjali over any other brand. They are all equally good. And equally bad. One should chose the product after due diligence and not because the unbridled emotion guides one towards tall claims made by unscrupulous touts.
Meanwhile, my very religious parents are busy with their new found respect for Patanjali products because they think it’s all ayurvedic and pure! Any news flash that contradicts this view is brushed aside as ‘Media & MNC’ spite towards the desi, ayurvedic way of life!
In my own limited experience I have found some of their products to be good – handwash soap solution, detergents, some spice & masala. However, I will never again get their honey, rice, and ghee.
I also realize the best products will rarely come packaged, no matter what the promise. The best cooking oil, rice, pulses, and flour I’ve used are the one obtained from interior villages of Kerala and Uttar Pradesh. I am yet to visit rural places of other states. The best honey I’ve had are the ones from inner regions of Coorg bought directly from the locals there. All the MNCs and Patanjali will never be able to match up – in price or quality.