Rajat Sharma

The secret of Swami Ramdev’s Patanjali success

I had once visited Swami Ramdev’s plant where his Patanjali brand products are manufactured.

‘Aaonla’ fruits were unloaded from trucks, then washed and pressed, and juice was packed in bottles, without being touched by human hand.

On Thursday, when Ramdev announced that his Patanjali venture’s turnover has crossed Rs 10,000 crore, I was reminded of what Prime Minister Narendra Modi said a few days ago in Haridwar, while inaugurating Ramdev’s Ayurvedic medicinal plant park. Modi had said, once Ramdev decides to do something, he achieves it by his sheer will, grit and determination.

Swami Ramdev is a Yoga guru, who has studied Ayurveda. He is a brand ambassador for his own venture and he knows the tricks of marketing and advertising. Last year, when his Patanjali venture’s turnover reached Rs 5,000 crore, he had announced he would achieve double the figure in the very next year, and he did.

On Thursday, Ramdev promptly announced he would achieve double of what his venture achieved this year, but I feel, the yoga guru has understated his claim. I would not be surprised if his turnover reaches Rs 50,000 crore next year. The secret of his success lies in the purity of his products.

His customers are satisfied and they spread the message about his products through word of mouth. Therein lies his real strength.

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