Patanjali Company Report

Company Profile of Patanjali Ayurved Limited - New Product Pipeline and Brand Image to Drive Company Growth


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Executive Summary

The report titled "Company Profile of Patanjali Ayurved Limited - New Product Pipeline and Brand Image to Drive Company Growth" provides a comprehensive analysis regarding the performance of the company and its FMCG products in India. The report covers aspects such as the market size on the basis of revenue generated from the sale of FMCG's under various product categories. The revenues of the company has been segmented based on various product categories including nutrition and supplements, groceries, personal care, home care, ayurvedic medicines and books and media. The revenues of the company have also been segmented on the basis of regional sales and distribution channel. The publication also covers the value chain, working model, consumer profile and pricing analysis of Patanjali products. In addition to this, a comparative analysis of best selling Patanjali products including honey, toothpaste, face wash, instant noodles, biscuit and cookies and hair oil with other FMCG companies has been showcased in order to understand the market share. The financial performance of the company, balance sheet, P&L statement along with the expected future performance of the company has also been showcased in the report. This report will help industry consultants, FMCG manufacturers, dealers, retail chains, potential entrants into the FMCG segment and other stakeholders to align their market centric strategies according to the ongoing and expected trends in the future. 

Outline
Patanjali Ayurved Kendra Ltd was founded by Swami Ramdev and Acharya Balakrishna on September 27th, 2007. It started its operation in Katmandu, Nepal to provide holistic, natural and effective ayurvedic treatment. Patanjali Ayurved Limited (PAL) has three manufacturing units at Haridwar, Uttarakhand with its registered office in New Delhi. The initial project of Ramdev was his Patanjali Yogpeeth and since its inauguration in 2006, it has been labeled as one of the largest centers for research on yoga and ayurveda in the world. 

Manufacturing Facility and Production
The central government and Patanjali had invested INR ~million and INR ~ million respectively, in the Food and Herbal Park at Haridwar. It has been estimated that ~ individuals will get direct employment and two lakh people will benefit indirectly from the park. The park will produce agricultural products, products related to nature and products related to herbs and plants. The food park has the current capacity to produce ~ tons per month of food and supplements, ~` tons per month of juices and candies, ~ tons per month of cosmetics and herbal products. It requires 1.72 lakh metric tons per year of raw material as an input. As part of the company's future strategy to increase supply and target a larger customer base, PAL plans to set up manufacturing units in each state with an investment of INR 500 million to INR 1,000 million.

Competitive Scenario

In the FMCG market, the Q4 results for FY'2015-2016 indicate that sales volume is not growing as rapidly as expected. The growth margins have diminished and have taken a toll on all major companies. HUL's revenue growth has been consistently falling in the past seven quarters from ~% in quarter ending June 2014 to ~% in quarter ending December 2015. During the same period, ITC's FMCG business has fallen from ~% to ~% in terms of revenue growth. PAL's competitors have received its entry in good health as they believe that the revival of their ‘herbal trend' could help them reap higher profits from increasing sales in this segment. Emami had recently acquired Kesh King (medical hair oil brand) and was about to take over Indulekha (hair oil), before losing out to HUL in the bidding. HUL has also revived its Ayush portfolio of brands apart from getting back into the herbal hair oil category. 

Market for Patanjali Products

PAL, which started as a small pharmacy, has expanded to sell the full range of consumer categories, from edible oils, biscuits and noodles to toothpaste, hair, skin care products and groceries. The revenue from the sale of PAL products increased from INR ~ million in FY'2010 to INR ~ million in FY'2015, achieving a CAGR of 65.7% during the same period. 

Personal Care segment contributed the highest to PAL's revenue (~), amounting to INR ~ million in FY'2015. Nutrition and supplements came in second with a percentage of ~% and added INR ~ million to PAL's overall revenue. PAL's budding grocery segment accounted for a share of ~% of total revenue, amounting to INR ~ million in FY'2015. Home care (~%), Ayurvedic medicines (~%) and Health Care (~%) contributed INR ~ million, INR ~million and INR ~ respectively, to the overall revenues of the company. The sale of books, CD's, Mp3, DVD's and VCD's are classified under the ‘others' category and accounted for ~% of PAL's overall revenue, amounting to INR ~ million in FY'2015. 

Expected Future Performance of Patanjali Products

The growing demand for organic products and rising health concerns have caused individuals to prefer detergents, soap and hand wash without any added chemicals. Future estimates indicate the growth in this category, however, it has been forecasted that toiletries will contribute ~% to Patanjali's overall revenue. Hair oil and Patajali's shampoo are expected to boost the revenues generated from the hair care segment and is projected to contribute ~% to Patanjali's overall revenue. Majority of revenue generated by the hair care segment comes from the northern region of the country. The rising demand for herbal and organic products will see an augmenting demand for Patanjali's toothpaste in the future, especially from the rural market and this is expected to boost revenues of this segment to INR ~ million by FY'2020. On the assumption that Patanjali will manufacture and sell new lines of body lotion and face wash, targeting men and children will help further boost the contribution of the body care segment to Patanjali's overall revenue with a share of ~% by FY'2020. 

Key Topics Covered in the Report:

  • Company Overview of Patanjali Ayurved Limited, Manufacturing Facilities and Product Lines, Franchise and Competition
  • Value Chain Analysis and Working Model for Patanjali's FMCG's and Ayurvedic Medicines, FY'2015
  • Financial and Operating Performance and Market Size of Patanjali Ayurved Limited, FY'2010-FY'2015
  • Patanjali Revenue Segmentation by Product Category, including Nutrition and Supplements, Groceries and Personal Care, FY'2015 and FY'2020
  • Patanjali Revenue Segmentation on the basis of Regional Sales, FY'2015
  • Patanjali Revenue Segmentation on the basis of Distribution Channel (Company owned website, Third-party websites and Offline stores) FY'2016
  • Patanjali Product Range Split on the basis of Price, FY'2016
  • Consumer Profile for Products of Patanjali Ayurved Limited on the basis of Gender and Age Group, FY'2015
  • Market Size of FMCG's including Honey, Toothpaste, Face Wash, Instant Noodles, Biscuit and Cookies and Hair Oil, on the basis of Sales Revenue, FY'2010-FY'2015
  • Market Share and 4P's Analysis of Patanjali Products and its Competitors in Honey, Toothpaste, Face Wash, Instant Noodles, Biscuit and Cookies and Hair Oil market.
  • Pricing Analysis of Patanjali Products with other FMCG Manufacturers, FY'2016
  • Competitive Landscape of Patanjali Online Sales, FY'2016
  • Financial Performance for Patanjali Ayurved Limited, including Balance Sheet and P&L Statements, FY'2013-FY'2015
  • Analysis of Patanjali's Food and Herbal Park (Manufacturing Facility) in Hardiwar
  • Expected Financial Performance of Patanjali Ayurved Limited including Business Plans and Future Strategies, FY'2016-FY'2020


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1. Executive Summary
Outline
Manufacturing Facility and Production
Eligibility for Patanjali Franchise
Competitive Scenario for Patanjali
Market for Patanjali Products
Regional Concentration of Patanjali Products
Market Share of Patanjali Products in the FMCG Segment
Patanjali Food and Herbal Park
Future Scenario for Patanjali Products in the FMCG Segment
Analyst Recommendations
2. Research Methodology
2.1. Market Definitions
2.2. Abbreviations
2.3. Consolidated Research Approach
Limitations
3. Company Overview of Patanjali Ayurved Limited
Genesis
Sub-Business Units
Outline
Manufacturing Facility and Product Lines
Franchise
PAL Vs Competitors
4. Value Chain Analysis for Patanjali Ayurved Limited
4.1. Working Model for PAL, FY'2015
4.2. Value Chain Model for PAL, FY'2015
4.2.1. FMCG
4.2.2. Ayurvedic Medicines
5. Financial and Operating Performance For Patanjali Ayurved Ltd. (PAL)
5.1. Patanjali Revenues, FY'2010-FY'2015
5.2. Patanjali Revenue Segmentation by Product Category, FY'2015
5.2.1. Patanjali Revenue Segmentation by Personal Care Products, FY'2015
5.2.2. Patanjali Revenue Segmentation by Nutrition and Supplements Products, FY'2015
5.2.3. Patanjali Revenue Segmentation by Grocery Products, FY'2015
5.3. Patanjali Revenue Segmentation by Regional Sales, FY'2015
5.4. Patanjali Revenue Segmentation by Distribution Channel (Company Owned Website, Third Party Online Websites and Offline Stores), FY'2016
5.5. Patanjali Product Range Split on the Basis of Price, FY'2016
6. Consumer Profile for Patanjali Ayurved Limited
6.1. Why Do Target Group Prefer Patanjali Products
6.2. Target Group by Age and Gender, FY'2015
7. Best Selling Products for Patanjali
7.1. Patanjali Honey
7.1.1. Honey Market Size on the Basis of Revenue, FY'2010-2015
7.1.2. Market Share of Patanjali Honey in the overall Honey market, FY'2015
7.1.3. 4Ps Analysis for Honey Market
7.2. Patanjali Toothpaste
7.2.1. Toothpaste Market Size on the Basis of Revenue, FY'2010-2015
7.2.2. Market Share of Patanjali Toothpaste in the overall Toothpaste Market, FY'2015
7.2.3. 4P Analysis for Face Wash Market
7.3. Patanjali Face Wash
7.3.1. Face Wash Market Size on the Basis of Revenue, FY'2010-2015
7.3.2. Market Share of Patanjali Face Wash in the overall Face Wash Market, FY'2015
7.3.3. 4P Analysis for Face Wash Market
7.4. Patanjali Instant Noodles
7.4.1. Instant Noodle Market Size on the Basis of Revenue, FY'2010-FY'2016
7.4.2. Market Share of Patanjali in overall Instant Noodle Market, FY'2016
7.4.3. 4P Analysis for Instant Noodles Market
7.5. Patanjali Biscuit and Cookies
7.5.1. Biscuit and Cookies Market Size on the Basis of Revenue, FY'2010-2015
7.5.2. Market Share of Patanjali Biscuits and Cookies in the overall Biscuit Market, FY'2015
7.5.3. 4P Analysis for Biscuit and Cookies Market
7.6. Patanjali Hair Oil
7.6.1. Hair Oil Market Size in India on the Basis of Revenues, FY'2010-2015
7.6.2. Market Share of Patanjali Hair Oil in the overall Hair Oil Market, FY'2015
7.6.3. 4P Analysis for Hair Oil Market
8. Pricing Analysis for Patanjali Products with Other FMCG Players
9. Competitive Landscape for Patanjali Online Sales, FY'2016
10. Financial Performance of Patanjali Ayurved Limited
10.1. Profit & Loss and Balance Sheet, FY'2013-FY'2014
10.2. Profit & Loss Statement and Balance Sheet, FY'2015
11. Patanjali Food and Herbal Park Limited (PFHPL), Haridwar
Outline
Primary Processing Centre (PPC)
Central Processing Centre (CPC)
Enabling Machinery
12. Expected financial Performance of Patanjali Ayurved Limited, FY'2016-FY'2020
12.1. By Revenues, FY'2016-FY'2020
12.2. Patanjali Market Segmentation Product Category, FY'2020
12.3. Business Plans and Future Strategies for Patanjali
13. Analyst Recommendations
13.1. Patanjali Ayurved Limited
13.2. Other FMCG Companies
Disclaimer
Contact Us

Figure 4-1: The Working Model for Patanjali Ayurved Limited, FY'2015
Figure 4-2: The Value Chain Model for FMCG of Patanjali Ayurved Limited, FY'2015
Figure 4-3: The Value Chain Model for Ayurvedic Medicines of Patanjali Ayurved Limited, FY'2015
Figure 5-1: Financial Performance of Patanjali Ayurved Limited on the Basis of Revenue in INR million and Growth Rate in Percentage (%), FY'2010-2015
Figure 5-2: Financial Performance of Patanjali Ayurved Limited by Product Category (Nutrition and Supplements, Groceries, Medicine, Home Care, Personal Care, Health Care, and others) on the Basis of Revenue in Percentage (%), FY'2015
Figure 5-3: Patanjali Personal Care Market Segmentation by Personal Care Products (Skin Care, Dental Care, Hair Care, Body Care, Toiletries and Eye Care) on The Basis of Revenue in Percentage (%), FY'2015 and FY'2018
Figure 5-4: Patanjali Nutrition and Supplements Market Segmentation by Nutrition and Supplement Products (Chyawanprash, Badam Pak, Ghee, Honey, Health Drinks and Fruit Juice) on the Basis of Revenue in Percentage (%), FY'2015 and FY'2018
Figure 5-5: Patanjali Grocery Market Segmentation By Biscuit and Cookies, Spices, Candy, Herbal Tea, Sugar, Noodles, Mustard Oil and Others, on The Basis of Revenue in Percentage (%), FY'2015 and FY'2018
Figure 5-6: Patanjali Product Range Split by Price on the Basis of Number of SKUs in Percentage (%), FY'2016
Figure 7-1: Honey Market Size on The Basis of Revenue in INR Million And Growth Rate in Percentage (%), FY'2010-FY'2015
Figure 7-2: Market Share of Major Players in Honey Market on the Basis of Revenues in Percentage (%), FY'2015
Figure 7-3: India Toothpaste Market Size on the Basis of Revenue in INR Million and Growth Rate in Percentage (%), FY'2010-FY'2015
Figure 7-4: Market Share of Major Players in Toothpaste Market on the Basis of Revenues in Percentage (%), FY'2015
Figure 7-5: Face Wash Market Size on The Basis of Revenue in INR Million and Growth Rate in Percentage (%), FY'2010-2015
Figure 7-6: Instant Noodles Market Size on the Basis of Revenue in INR Million and Growth Rate in Percentage (%), FY'2010-FY'2016
Figure 7-7: Market Share of Major Players in Instant Noodle Market on the Basis of Revenues in INR Million, FY'2016
Figure 7-8: Biscuit And Cookies Market Size on the Basis of Revenue in INR Billion and Growth Rate in Percentage (%), FY'2010'FY'2015
Figure 7-9: Market Share of Patanjali Biscuits And Cookies in India Biscuit and Cookies Market on the Basis of Revenues in Percentage (%), FY'2015
Figure 7-10: Hair Oil Market Size on the Basis of Revenue in INR Million and Growth Rate in Percentage (%, FY'2010-2015
Figure 7-11: Market Share of Patanjali Hair Oil in India's Hair Oil Market on the Basis of Revenue in Percentage (%), FY'2015
Figure 12-1: Patanjali Revenue in INR Billion and Growth Rate in Percentage (%), FY'2016-FY'2020
Figure 12-2: Patanjali Revenue Segmentation by Nutrition and Supplements, Groceries, Medicine, Home Percentage (%) INR Million, FY'2020

Table 3-1: Patanjali Ayurved Limited Business Plan and Future Strategies, FY'2015-FY'2020
Table 3-2: Financial Performance of Patanjali Ayurved Limited on the Basis of Equity Shareholding Pattern in Percentage (%), March 2015
Table 3-3: Financial Performance of Patanjali Ayurved Limited on the Basis of Revenue Split for Domestic and Export Goods in INR Million, FY'2015
Table 3-4: Market Share of Patanjali Products at Big Bazaar on the Basis of Sales Volume in Percentage (%), October, 2015-January, 2016
Table 3-5: Success Factors For Patanjali Ayurved Limited
Table 3-6: The Eligibility Criteria for Franchise Stores of Patanjali Ayurved Limited
Table 3-7: Market Capitalization for Patanjali and Its Competitors in INR Billion, July 2016
Table 3-8: Market Penetration of Major FMCG Manufacturers in Mom and Pop Stores by Number and Percentage (%), March, 2016
Table 4-1: The Value Chain Model for FMCG's of Patanjali Ayurved Limited, FY'2015
Table 4-2: Retailer's Margin for Best Selling Patanjali Products, FY'2016
Table 4-3: The Value Chain Model for Ayurvedic Medicines of Patanjali Ayurved Limited, FY'2015
Table 5-1: Key Reasons for Growth and Development in PAL's Revenue in INR Million, FY'2010-2015
Table 5-2: Financial Performance of Patanjali Ayurved Limited by Product Category (Nutrition and Supplements, Groceries, Medicine, Home Care, Personal Care, Health Care, and others) on the Basis of Revenue in INR Million, FY'2015
Table 5-3: Current and Future Outlook for Personal Care Products of Patanjali Ayurved Limited, FY'2015 and FY'2020
Table 5-4: PAL Personal Care Market Segmentation by Personal Care Products (Skin Care, Dental Care, Hair Care, Body Care, Toiletries and Eye Care) on the Basis of Revenue in INR Million, FY'2015 and FY'2018
Table 5-5: Current and Future Outlook for Nutrition and Supplements Products of Patanjali Ayurved Limited, FY'2015 and FY'2020
Table 5-6: Patanjali Nutrition and Supplements Market Segmentation by Nutrition and Supplement Products (Chyawanprash, Badam Pak, Ghee, Honey, Health Drinks and Fruit Juice) on the Basis of Revenue in INR Million, FY'2015 and FY'2018
Table 5-7: Current and Future Outlook for Grocery Products of Patanjali Ayurved Limited, FY'2015 and FY'2020
Table 5-8: Patanjali Grocery Market Segmentation By Biscuit And Cookies, Spices, Candy, Herbal Tea, Sugar, Noodles, Mustard Oil And Others, on The Basis of Revenue in INR Million, FY'2015 and FY'2018
Table 5-9: Operating Performance of Patanjali Ayurved Limited on the Basis of Revenue Segmentation by Major Cities, FY'2015
Table 5-10: Patanjali Revenue Segmentation on The Basis of Region in Percentage (%), FY'2015
Table 5-11: Patanjali Revenue Segmentation on the Basis of Region in INR Million, FY'2015
Table 5-12: PAL Revenue by Distribution Channel (Company Owned Website, Third Party Online Websites and Offline Stores), FY'2016
Table 5-13: Patanjali Revenue Segmentation by Company Owned Website, Third Party Online Websites and Offline Stores in INR million and Percentage (%), FY'2016
Table 5-14: Key Factors for Competitive Pricing Strategy of Patanjali Products
Table 5-15: Patanjali Product Category Split By Number of Products on The Basis of Price, FY'2016
Table 6-1: Key Factors for Target Group Preference of Patanjali Products, FY'2015
Table 6-2: Gender Wise Demand for Patanjali Ayurved Products on the Basis of Revenues in Percentage (%), FY'2015
Table 6-3: Age Wise Demand for Patanjali Ayurved Products on the Basis of Revenues in Percentage (%), FY'2015
Table 7-1: Growth Drivers for the Demand and Production of Honey in India, FY'2015
Table 7-2: Company Overview and USP of Major Players in Honey Market, FY'2015
Table 7-3: Presence of Antibiotics in Honey Sample of Dabur, Himalaya and Patanjali, September 2010
Table 7-4: Market Share of Major Players in Honey Market on the Basis of Revenues in INR Million, FY'2015
Table 7-5: 4Ps Analysis for Dabur Honey
Table 7-6: 4Ps Analysis for Patanjali Honey
Table 7-7: USP and Business Strategy of Major Players in India Toothpaste Market
Table 7-8: Market Share of Major Players in Toothpaste Market on the Basis of Revenues in INR Million, FY'2015
Table 7-9: 4Ps Analysis for Patanjali Toothpaste (Dant Kanti)
Table 7-10: 4Ps Analysis for Colgate Palmolive Toothpaste
Table 7-11: Business Strategy and USP of Major Players in Face Wash Market
Table 7-12: Market Share of Major Players in Face Wash Market on the Basis of Revenues in Percentage (%), FY'2015
Table 7-13: Share of Patanjali's Face Wash in India Face Wash Market on the Basis of Revenue in INR million, FY'2015
Table 7-14: 4Ps Analysis for HUL (Pond's and Fair & Lovely)
Table 7-15: 4Ps Analysis for Himalaya Face Wash
Table 7-16: 4Ps Analysis for Patanjali Face Wash
Table 7-17: Key Factors for Growth and Development of Instant Noodles Market, FY'2010-FY'2016
Table 7-18: Comparison of Major Companies in Instant Noodle Market by USP and Business Strategy
Table 7-19: Share of PAL instant noodles in the overall instant noodle market on the basis of Revenue in INR million, FY'2016
Table 7-20: 4Ps Analysis for Nestle Maggi
Table 7-21: 4Ps Analysis for ITC Sunfeast Yippee Noodles
Table 7-22: 4Ps Analysis for Patanjali Instant Noodles
Table 7-23: Key Factors for Growth and Development of Biscuit and Cookies Market in India, FY'2010-FY'2015
Table 7-24: Comparison of Major Companies in India Biscuits and Cookies Market by USP and Business Strategy
Table 7-25: Market Share of Major Players in Cookies in Biscuit And Cookies Market on The Basis of Revenue in INR Million, FY'2015
Table 7-26: 4P Analysis for Parle Biscuit and Cookies
Table 7-27: 4P Analysis for Britannia Biscuit and Cookies
Table 7-28: 4P Analysis for Patanjali Biscuit and Cookies
Table 7-29: Key Factors for Growth and Development of Hair Oil Market
Table 7-30: USP and Business Strategies of Major Players in India Hair Oil Market
Table 7-31: Market Share of Patanjali Hair Oil in the Overall Hair Oil Market on the Basis of Revenue in INR Million (%), FY'2015
Table 7-32: 4Ps Analysis for Marico Hair Oil
Table 7-33: 4Ps Analysis for Patanjali Hair Oil
Table 8-1: Comparative Analysis for Pricing of Few Major FMCG Products of Patanjali with other Companies
Table 9-1: Performance Indicators For Patanjali Online Sales in India By GMV, Order Volume, Order Size, Refund Rate And Others FY'2016
Table 10-1: Financial Performance for Patanjali Ayurved Limited on the Basis of Capital Structure in INR Million, FY'2014
Table 10-2: Patanjali's Equity Shareholding Pattern in Percentage (%), FY'2015
Table 10-3: The Balance Sheet for Pal in INR Million, FY'2013-FY'2014
Table 10-4: The Balance Sheet for Patanjali in INR Million, FY'2013-FY'2014
Table 10-5: The Profit And Loss Statement for Patanjali in INR Million, FY'2013-FY'2014
Table 10-6: Financial Ratios for Patanjali Ayurved Limited, FY'2013-FY'2014
Table 10-7: Profit And Loss Statement for Patanjali in INR million, FY'2015
Table 10-8: Profit And Loss Statement for Patanjali in INR million, FY'2015
Table 10-9: Loans and Advances Given By Patanjali to Related Parties in INR Million, FY'2015
Table 10-10: The Particulars of Various Guarantees Given By Related Parties of Patanjali in INR Million, FY'2015
Table 10-11: The Particulars of Investment by Patanjali in INR Million, FY'2015
Table 10-12: The Domestic Borrowings Undertaken By Patanjali in FY'2015
Table 10-13: The Cumulative Financial Statement for Patanjali in FY'2015
Table 11-1: The objectives of PAL's food and herbal park in Haridwar
Table 11-2: PAL's Primary Processing Centers in the Food and Herbal Park, Haridwar
Table 11-3: Patanjali's Central Processing Centers in Food and Herbal Park, Haridwar
Table 11-4: Cost of Machinery Utilized in the Food and Herbal Park, Haridwar
Table 12-1: Key Factors driving Growth and Development of PAL's Revenue in INR Million, FY'2016-FY'2020
Table 12-2: Patanjali Revenue Segmentation by Nutrition And Supplements, Groceries, Medicine, Home Care, Personal Care, Health Care, and Others, on the Basis of Revenue in INR Million, FY'2020
Table 13-1: Analyst Recommendation for Patanjali Ayurved Limited
Table 13-2: Analyst Recommendation for FMCG companies

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