After years of heady growth Patanjali Ayurved is facing a slowdown

A while ago, we featured Patanjali Ayurved, and it was the fastest growing FMCG company in India. Our feature (link).

Patanjali Products

A few recent articles in the Indian media seem to indicate that Patanjali Ayurved is facing a slowdown after years of heady growth. According to an article in Economic times,

It closed the last financial year at around the same level as the previous fiscal year’s revenue, Rs 10,000 crore.
However, there could be a bigger worry for Patanjali than flat revenues. According to a recent Credit Suisse report, consumer offtake has declined in many product categories. While the company continues to hold sway over toothpastes with Dant Kanti, and in ghee, incremental gains in these categories are said to have declined. “Patanjali is facing headwinds with FY18 sales  ..

Another article also reviews if Distribution could be Patanjali’s Achilles heel? 

There is a huge gap between demand and supply, admits Acharya Balkrishna, MD of Patanjali Ayurved, who’s recently been in the news for his 94% stake in the organisation. (A development touted as a strategic move to take the limelight off Baba Ramdev who has been the face of the company all this while). Balkrishna tells us that besides 1200 Patanjali Chikitsalayas, 2500 Aarogya Kendras, 7000 open stores in villages, and 5600 marketing vehicles, his team is working on launching 250 mega stores in .

According to industry estimates, Patanjali products are currently available in 2 lakh traditional retail outlets popularly called as kirana shops. That’s 1/30th the presence of Hindustan Unilever in the kirana universe (over 60 lakh outlets) — the market leader in FMCG space who Patanjali has reportedly been giving sleepless nights to. As for Colgate and Nestle — players Baba Ramdev took a direct dig at and threatened to oust within a year — the numbers are 47 lakh and 35 lakh, respectively.

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