International Journal of Research in Engineering, Social Sciences ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015 Website: www.indusedu.org

STUDY OF PRESENT MARKET STANDING OF YOGI GURU ’S FLAGSHIP BRAND PATANJALI IN AYURVED & FMCG SECTORS IN & AROUND SILIGURI CITY OF NORTH BENGAL Shomnath Dutta Assistant Professor, Dept. of Business Administration, Siliguri Institute of Technology (A Unit of Techno Group), Darjeeling, W Bengal, India.

ABSTRACT Consumers of this millennium have become more concerned about their health and also inclined to maintain quality of life which is reflected through the preferential consumption of those products that protects the good state of their health as well as provide maximum satisfaction. In pursuit of a healthy lifestyle Indian have become more inclined to Ayurvedic or Herbal therapy as alternative healthcare for natural cure. This particular tendency has been responsible for phenomenal popularity of Baba Ramdev’s Patanjali Ayurvedic products. In today's turbulent markets with changing customer needs and growing product variety, Baba Ramdev has developed a unique blend of and Vedic philosophy under the brand Patanjali to pull the market by offering value for his customers. This paper attempts to ventilate the reasons which have lead to the revolutionary success of Baba Ramdev's Ayurvedic brand Patanjali that clocked a turnover of about Rs 1,200 crore in 2013-14 through the use of Mass customization and Content marketing. Finally the article makes a comparative study of Patanjali’s products with other competing Ayurvedic brands to judge the major contributor behind sale of Patanjali’s items. Keywords: Ayurved, Content marketing, FMCG, Mass customization.

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INTRODUCTION There has been a huge comeback of Ayurveda in India not merely as a health care system to treat ailments but a complete philosophy that encourages the pursuit of a healthy lifestyle. Being the 'Mother of all healing systems' it encompasses all other healing therapies and natural medicines. Ayurvedic massages, herbal therapy, yoga or pranayams are catching everyone’s imagination very fast and promise to be the next big thing in the medical and wellness industry. The proliferated demand for Ayurvedic or herbal cure is driven due to stressful working culture, exhaustive lifestyle, the endless quest of peace, and the growing ailments with less healthy environment. It has the unique advantage of having something to offer for every class of the society. The growing demand for herbal therapy to lead a healthy life has prompted Yoga-Guru Ramdev to map the portfolio of true needs of modern Indian which goes beyond food, clothing and shelter but strives for a healthy life style. Accordingly he engineered his offerings in tune with the needs of all under the brand through his expertise on the art of content marketing and mass customization. From March 2012, Patanjali brand marked its entry into the herbal retail market and FMCG with ‘Swadeshi’ flavour of products ranging from body care, healthcare, home care, digestive, cosmetics, toiletries etc. From then onwards , Sri Baidyanalh, Vicco Laboratories, Charak Pharmaceuticals, The Himalaya Drug Company, Zandu Pharmaceutical, The Emami Group, HUL, P&G are facing intimidation from a home - grown and an absolutely `Swadeshi‟ competitor, Patanjali Ayurved Limited. AYURVED MARKET IN INDIA & PATANJALI’S GLARING ENTRY Having a brilliant future in India as a business venture, its business prospects amounts to a $20 billion ready market and its gigantic growth rate would make it a $5 trillion market worldwide by 2050. The total size of the Indian Ayurvedic market is INR 50 billion and it is growing substantially at a rate between 10-15 percent. Indian Ayurved industry is currently perceived as investment worthy by prospective investors since firstly, it is recession proof and secondly, it reaches out to a larger chunk of target consumers across all income groups. The long and successful runs of several brands in this field like Dabur (launched 1884), Amrutanjan (launched 1893), Himalaya (launched 1930), Baidyanalh (launched 1917), VICCO (launched 1952) etc proves the viability of Ayurveda as a growing business opportunity. According to ASSOCHAM,

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International Journal of Research in Engineering, Social Sciences ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015 Website: www.indusedu.org the Indian herbal industry is likely to double from Rs 7,500 crore to Rs 15,000 crore by 2015. Having sensed the growing concerns about the side-effects of chemical-based allopathic medication and pragmatic, non-dogmatic & non-sectarian treatment of all kinds of ailment and disorders guru Swami Ramdev & Ayurveda Acharya Shree jointly founded Patanjali Ayurveda Kendra Pvt. Ltd. on 27 September 2007 and initiated its operation at Katmandu, . After realizing the huge potential of Ayurvedic products in Indian herbal retail trade and FMCG sector, Guru Ramdev announced the entry of his Patanjali Ayurveda Ltd into Indian FMCG market on 23rd April 2012 with 'Swadeshi' line of 100 products, including cosmetics, toiletries and others. Initially, Apart from franchised outlets & distributors, Patanjali products got placed now in the shelves in Reliance Retail, Big Bazaar, Hyper City and Star Bazaar. At present Patanjali Ayurved Limited have four manufacturing units in Hardwar have a capacity to process 1,000 tonnes of raw materials, rolling out 500 products in medicine, food and cosmetics and toiletries. Baba Ramdev using his strategy of ‘mass customization’ and ‘content marketing’ a turnover of Rs 1200 crores resulted in 2013-14. Patanjali curtailed its expenditure on advertisements compared to 20 - 30% spending by leading FMCG big shots of their sales on advertisements. Patanjali’s products incorporate a unique blend of three value disciplines - product leadership, operational excellence and customer intimacy. In comparison to giant multi- nationals Patanjali’s products happened to be cheaper by at least 30 per cent due to direct sourcing of raw materials from the farmers with the aim of economic empowerment of farmers in terms of employment generation through promotion of Swadeshi goods. Moreover, tendency to lead a hygienic and healthy life style drives the Patanjali products to achieve phenomenal popularization. In addition to the distribution network of franchised outlets & distributors Ramdev made his Patanjali's products available at e-commerce site. OBJECTIVE OF STUDY 1. To study the evolution of the Ramdev’s ventures Patanjali Ayurved Limited as flagship brand for Ayurvedic and FMCG products. 2. To survey the use of Patanjali’s products in comparison with other rival companies in Siliguri area of North Bengal. METHODOLOGY

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In tune with objectives of study, survey of customers of Ayurvedic products belonging to Patanjali and other brands were conducted in Siliguri area of Darjeeling district with a questionnaire (Annexure I) to assess whether charismatic teachings of Ramdev or effect of different marketing variables that influence the sale of his Patanjali brand. Survey was made by interviewing 26 users (customer) of Ayurvedic products (medicinal, food, cosmetic & FMCGs) from 12 Brands/Companies including Patanjali. These companies are 1. Patanjali Ayurved Ltd; 2. Dabur; 3. Zandu; 4. Baidyanalh; 5. Himalayan Drug Company; 6. Charak Pharmaceuticals; 7. Ayur Herbal; 8. Vicco Laboratories; 9. Emami Group; 10. Lotus Herbal; 11. Hamdard; 12. Marico. The Strategic Survey Areas in & around Siliguri 1. Hill Cart Road (Venus More to Air view more); 2. Bidhan Market & Seth Srilal market (The Major Markets); 3. Sevoke Road (Sevoke More Crossing to 2nd Mile); 4. Siliguri Junction/Bus Terminus Area; 5. Pradhan Nagore; 6. Subhaspally Hati more & Desbandhu Para; 7. Hakim Para & College Para; 8. City Center & Shiv Mandir area; 9. Cosmos Mall; 10. S F Road & Mahabirsthan Market. Variables used for comparative evaluation of Patanjali with other 11 brands:- (a) Rating on preferences of Brand, (b) Total Quantity of purchase, (c) Average purchase amount (d) High price fluctuation rating, (e) Rating on poor quality product, (f) Rating on poor promotional campaigning, (g) Rating on Easy availability of products. Research Hypothesis

H0: It is not the Marketing variables alone but Ramdev’s philosophy & teachings that have partial influence on sale of Patanjali’s products in and around Siliguri.

H1: It is the Marketing factors not entirely the Ramdev’s philosophy & teachings which has substantial influence on sale of Patanjali’s products in and around Siliguri. Data Collection: Tools used: Questionnaire Nature/Type of Data gathered: Responses received from questionnaire based survey were taken as Primary data and their means as Secondary data and these are tabulated for analysis. Table 1: Rating based on Preferences of Brand

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International Journal of Research in Engineering, Social Sciences ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015 Website: www.indusedu.org

Serial No Company Name Mean Rating 1 Ayur Herbal 2.65 2 Baidyanalh 7.23 3 Charak Pharmaceuticals 4.04 4 Dabur 8.88 5 Emami Group 7.19 6 Himalayan Drug Company 8.46 7 Hamdard 8.04 8 Lotus Herbal 3.19 9 Marico 6.04 10 Patanjali Ayurved Ltd 8.19 11 Vicco Laboratories 7.96 12 Zandu 4.62 Inference: This table & its corresponding Chart No 1 depict jointly that ‘Ayur Herbal with lowest mean rating is least preferred while Dabur with highest rating is most preferred company to customers followed by Himalaya in 2nd position and Patanjali in 3rd most preferred brand. Chart No: 1 Showing Brand Preference Rating

Mean Rating

Ayur Herbal 4.628.88 7.96 Baidyanalh 4.05 7.23 6.04 8.04 Charak Pharmaceuticals 3.19 8.46 Dabur 7.19 8.192.65 Emami Group

Table2: Total Products bought Serial No Company Name Total items Purchased 1 Ayur Herbal 60 2 Baidyanalh 123 3 Charak Pharmaceuticals 98 4 Dabur 269 5 Emami Group 126 6 Himalayan Drug Company 360 7 Hamdard 88 8 Lotus Herbal 71 9 Marico 185 10 Patanjali Ayurved Ltd 202 11 Vicco Laboratories 109 12 Zandu 197

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International Journal of Research in Engineering, Social Sciences ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015 Website: www.indusedu.org

Inference: The Table 2 & Chart 2 jointly show maximum products purchased from most preferred ‘Himalayan Drug’ firm and least volume of product is bought from ‘Ayur herbal’. ‘Patanjali’ stands as 3rd largest company after ‘Himalaya’ and ‘Dabur’ in volume of purchase by customers. Chart No 2: Showing Total Products bought

Total items Purchased 197 60 123 109 98 Ayur Herbal 202 269

185 360 Baidyanalh 126 71 88 Table 3: Average amount of Products bought Serial No Company Name Mean of items Purchased 1 Ayur Herbal 2.30 2 Baidyanalh 4.73 3 Charak Pharmaceuticals 3.76 4 Dabur 10.35 5 Emami Group 4.84 6 Himalayan Drug Company 13.85 7 Hamdard 3.38 8 Lotus Herbal 2.73 9 Marico 7.11 10 Patanjali Ayurved Ltd 7.76 11 Vicco Laboratories 4.19 12 Zandu 7.57 Inference: The Table 3 & Chart No 3 together show that in terms of average buying propensity of customers, ‘Himalayan Drug Company’ is the highest selling firm (mean 13.85) and ‘Ayur Herbal’ is the lowest selling firm (mean 2.30). In this respect “Patanjali Ayurved’ of Baba Ramdev holds 3rd position after ‘Dabur’. For the analysis of pattern & trend of sales of

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Ayurvedic items by ‘Patanjali’ compared to others, data of Mean of products purchased (Table 3) is taken as dependent variable. Chart No: 3 Showing Average Products bought

Average Products Purchased

Ayur Herbal 7.57 2.3 4.73 4.19 3.76 Baidyanalh Charak Pharmaceuticals 7.76 10.35 Dabur Emami Group Himalayan Drug Company 7.11 4.84 Hamdard 2.73 Lotus Herbal 3.38 13.85 Marico

Table 4: Rating of High Price Fluctuation Serial No Company Name Mean Rate of High Price Fluctuation 1 Ayur Herbal 4.84 2 Baidyanalh 4.25 3 Charak Pharmaceuticals 4.69 4 Dabur 1.84 5 Emami Group 4.50 6 Himalayan Drug Company 3.07 7 Hamdard 3.29 8 Lotus Herbal 6.12 9 Marico 4.46 10 Patanjali Ayurved Ltd 2.02 11 Vicco Laboratories 4.25 12 Zandu 4.50

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Inference: Price variation is taken as independent variable since it leads to fluctuations in sale as well as in buying habits of customers. Frequent ups & downs of price results fluctuating trend in sales of a company’s item Chart No: 4 Showing Mean Price Fluctuation

Mean Rate of Price Fluctuation

7 6.12 6 4.69 4.5 4.46 4.5 5 4.25 4.25 3.29 4 3.07 3 1.84 2.02 2 1 0

Inference: Table No: 4 and Chart No: 4 depicts that highest price fluctuation rating happens to be in case of Lotus Herbals with rating 6.12 and lowest turns out in case of Dabur with1.84. Patanjali’s rank is 2nd (2.02) after Dabur. The rating style shows that Dabur has least price fluctuating tendency whereas Lotus Herbal reveals highest price variation. Table 5: Rating of Product Quality Serial No Company Name Mean Rate of poor product quality 1 Ayur Herbal 2.25 2 Baidyanalh 3.84 3 Charak Pharmaceuticals 1.72 4 Dabur 5.73 5 Emami Group 4.03 6 Himalayan Drug Company 5.23 7 Hamdard 3.50 8 Lotus Herbal 3.34 9 Marico 1.15 10 Patanjali Ayurved Ltd 6.04 11 Vicco Laboratories 3.57 12 Zandu 3.03

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Chart No 5 Showing Mean Product Quality Rating

Mean Rate of product quality 3.03 2.25 3.57 3.84 Ayur Herbal 1.72 Baidyanalh Charak Pharmaceuticals 6.04 5.73 Dabur

1.15 Emami Group Himalayan Drug Company 3.34 4.03 Hamdard 3.5 5.23

Inference: Product quality, being one of the strongest influencers in customer’s buying behaviour is taken as variable of study. Table No: 5 and Chart No: 5 depicts highest product quality rating is found for Patanjali Ayurved having 6.04 suggesting its top quality feedback by customers and poor quality feedback is given by end-users for Marico with rating 1.15 only. 2nd and 3rd positions are occupied by Dabur and Himalaya respectively where former is age old and latter is new comer. Table No: 6 Rating on Promotional Campaigning Serial No Company Name Mean Rate of Low Promo Campaigning 1 Ayur Herbal 2.08 2 Baidyanalh 6.37 3 Charak Pharmaceuticals 1.85 4 Dabur 6.84 5 Emami Group 4.27 6 Himalayan Drug Company 4.42 7 Hamdard 3.11 8 Lotus Herbal 1.21 9 Marico 2.88 10 Patanjali Ayurved Ltd 3.23 11 Vicco Laboratories 3.92 12 Zandu 3.03

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International Journal of Research in Engineering, Social Sciences ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015 Website: www.indusedu.org

Chart No: 6 Showing Rating on Promotional Campaigning

Mean Rate of Low Promo Campaigning

10 6.37 6.84 2.08 1.85 4.27 4.42 3.11 0 1.21 2.88 3.23 3.92 3.03

Mean Rate of Low Promo Campaigning

Inference: As effective promotional measures significantly a buyer’s decision criteria, it is taken as variable of study and the relevant data furnished and graphically represented by Table No: 6 and Chart No: 6 reveals that Lotus herbal reflects lowest effectiveness in promotional initiatives and Dabur resorts highest effectiveness in promotional campaigning. Patanjali’s performance is not at all satisfactory in promo-campaigning for having 7th position with a low rating of 3.23 Table 7: Rating on Easy Availability Serial No Company Name Mean Rate of Easy Availability 1 Ayur Herbal 5.94 2 Baidyanalh 2.44 3 Charak Pharmaceuticals 6.11 4 Dabur 1.24 5 Emami Group 2.91 6 Himalayan Drug Company 1.27 7 Hamdard 4.52 8 Lotus Herbal 5.86 9 Marico 3.75 10 Patanjali Ayurved Ltd 2.87 11 Vicco Laboratories 3.68 12 Zandu 2.98

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International Journal of Research in Engineering, Social Sciences ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015 Website: www.indusedu.org

Chart No: 7 Showing Average Rating on Easy Availability

Mean Rate of Easy Availability

2.98 Vicco Laboratories 3.68 2.87 Marico 3.75 5.86 Hamdard 4.52 1.27 Mean Rate of Easy Emami Group 2.91 Availability 1.24 Charak Pharmaceuticals 6.11 2.44 Ayur Herbal 5.94 0 1 2 3 4 5 6 7

Inference: Easy availability determines Place Utility to customers who shape customers purchasing attitude and sales volume. Rating this variable follows descending order of preference and Table No 7 & Chart No 7 reveal that Dabur and Himalaya got a very close position (Rating 1.24 & 1.27) of providing maximum ease in availability of their products to customers. On the contrary, Charak pharma is lagging in extreme regarding easy availability. Patanjali’s position is in middle of the road with 4th position (2.87). Table 8: Average Performance Rating of Ayurvedic Companies Serial No Company Name Mean Rate of Overall Performance 1 Ayur Herbal 4.957 2 Baidyanalh 1.784 3 Charak Pharmaceuticals 5.889 4 Dabur 1.157 5 Emami Group 3.441 6 Himalayan Drug Company 1.431 7 Hamdard 4.772 8 Lotus Herbal 6.224 9 Marico 4.819 10 Patanjali Ayurved Ltd 1.671 11 Vicco Laboratories 2.550 12 Zandu 3.551

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International Journal of Research in Engineering, Social Sciences ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015 Website: www.indusedu.org

Chart No: 8 Average Performance Rating of Ayurvedic Companies

Mean Rate of Overall Performance

7 5.889 6.224 6 4.957 4.772 4.819 5 3.551 4 3.441 2.55 3 1.784 1.671 2 1.157 1.431 1 Mean Rate of Overall 0 Performance

Inference: The overall performance rating of all 12 Ayurvedic companies as tabulated in Table No: 8 and graphically represented in Chart No: 8 shows that ‘Dabur’ has bagged the top rated company in terms of all marketing variables and ‘Lotus Herbal’ is least performer. Ramdev’s venture ‘Patanjali’ has stepped into top 5 bracket and holding 3rd topper after Dabur and Himalaya. Statistical Data Analysis The tabulated data from Table No: 3 to 7 are put to comparative statistical analysis under the following sectors – Linear Regression, t-Test and Kolmogorov - Smrinov Normality test. (A) Kolmogorov - Smrinov Normality test The following outcome of Normality tests are given as – Table No: 9 [Normality (KS) Test Results] Serial Name of Comparing variables under K – S P Remarks 1 Average amount of Products bought 0.218 0.11 Passed No study Dist. value 2. Rating on High Price Fluctuation 0.13 > 0.2 Passed 3 Rating on poor quality product 0.18 > 0.2 Passed 4 Rating on poor promotional campaigning 0.17 > 0.2 Passed 5 Rating on Easy Availability 0.13 > 0.2 Passed

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The above summary of Normal test results display compatibility between collected data and expected pattern of data collected from population. (B) t - Test To conduct t-Test tabulated data on Average amount of products bought (taken as variable denoting Sales) are compared with the tabulated data on Poor Quality product, Easy Availability, Poor Promotional campaigning, High Price Fluctuation.

Table No: 10 [Group wise t-Test results]

Group Comparing variables under t

N for

test S S D

No Group SEM P

Mean value

Equal Equal

Means

P for Pfor

between between

Normality Normality

Difference Difference variance test variance 1 Rating on Average amount 12 6.051 3.433 0.991 2.084 at of products bought 2.191 0.335 0.051 Rating on High Price 12 3.860 1.219 0.352 22 Fluctuation d.o.f 2 Rating on Average amount 12 6.051 3.433 0.991 2.283 at of products bought 2.469 0.382 0.080 Rating on poor quality 12 3.583 1.498 0.433 22 d.o.f product 3 Rating on Average amount 12 6.051 3.433 0.991 2.217 at of products bought 2.454 0.278 0.129 Rating on poor promotional 12 3.597 1.708 0.493 22 campaigning d.o.f 4 Rating on Average amount 12 6.051 3.433 0.991 2.106 at of products bought 2.333 0.234 0.165 Rating on Easy Availability 12 3.718 1.716 0.496 22 d.o.f From Table No: 10 it has been found that since under each group, the difference in the Mean values for two group members is more than what would be expected by chance, there exists statistically significant differences between the input group members in the following manner:- Group No P Value Remarks 1 0.049 P > 0.05 2 0.032 P > 0.05 3 0.037 P > 0.05 4 0.047 P > 0.05 E-mail id:- [email protected] Page 126

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Thus the test reflects the fact that, the sample-data is significant at 95% confidence level. (c) Linear Regression The group wise comparisons involved in previous t-Test are again taken for determining association and relationship by using Linear Regression. Table No: 11 [Group wise Linear Regression results] Group Comparing variables under Regression S E of N R R2 Adj. R2 No Group Equation line Estimate

1 Rating on Average amount Average amount of products bought of products Rating on High Price bought = 10.99 – 12 0.455 0.207 0.127 3.207 Fluctuation (1.28 x Mean rating on High Price fluctuation)

2 Rating on Average amount Average amount of products bought of products Rating on poor quality bought = 0.00323 12 0.737 0.543 0.497 2.434 product – (1.688 x Mean rating on Poor Quality product)

3 Rating on Average amount Average amount of products of products bought bought = 0.0682 – Rating on poor promotional 12 0.742 0.551 0.506 2.412 (1.493 x Mean campaigning rating on Poor Promotional 4 Rating on Average amount Campaigning) Average amount of products bought of products Rating on Easy Availability bought = 12.271 – 12 0.837 0.700 0.670 1.973 (1.673 x Mean rating on Easy Availability)

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Table No: 12 [ANOVA Result] Group Particulars DF SS MS F P Normality Constant 1 Regression 1 26.806 26.806 No TestP = 0.232 VarianceP = 0.181 Residual 10 102.822 10.282 2.607 0137 & Passed & Passed Total 11 129.628 11.784 Test 2 Regression 1 70.378 70.378 P = 0.466 P = 0.484 Residual 10 59.251 5.925 11.878 0.006 & Passed & Passed Total 11 129.628 11.784 3 Regression 1 71.460 71.460 P = 0.148 P = 0.352 Residual 10 58.169 5.817 12.285 0.006 & Passed & Passed Total 11 129.628 11.784 4 Regression 1 90.709 90.709 23.307 < 0.001 P = 0.089 P = 0.869 Residual 10 38.920 3.892 & Passed & Passed Total 11 129.628 11.784 The above tables 11 & 12 show there exists relation of dependent variable, Average amount of products bought with other independent variables - High Price Fluctuation, Poor Quality product, Poor Promotional Campaigning, Easy Availability. Discussion on Data Analysis Currently the Indian FMCG sector witnessed a marked competition from Ayurvedic/ Herbal companies as this segment encounters the brands of Dabur, Himalaya, Ayur, Patanjali etc apart from HUL, P&G. Even within the Ayurvedic segment Guru Ramdev’s flagship brand Patanjali has put an edge over Dabur, Himalaya and others within a short span. Ramdev for massive penetration of Patanjali’s articles (both medicinal & FMCG) across the nation utilized the key marketing-mix variables very strategically. The marketing & sale of Ayurvedic medicines and FMCG items of 12 shortlisted Ayurvedic firms were studied with questionnaire survey in & around Siliguri. The criteria used for comparative performance rating of 12 firms are used as variables of study with respect to two key aspects marketing and sales. The opinions of survey are tabulated on which statistical tests were conducted to ascertain whether the popularity & teachings of Ramdev or the use of Marketing variables which one mainly contribute to rapid sales- growth of Patanjali items relative to competitors. As per the insights drawn from previously shown data analysis, a comparative analysis was undertaken between the variable of Sale of Ayurvedic Products (That is mean amount of product bought) with other marketing related variables like - High Price Fluctuation, Poor Quality product, Poor Promotional Campaigning, Easy Availability. The testing of Hypothesis based t- E-mail id:- [email protected] Page 128

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Test reveals that alternate Hypothesis (H1) is significant according to the data gathered that means only the philosophic teachings and popularity of Baba Ramdev is not the sole governing factor causing sale of Patanjali’s Ayurvedic products rather the various marketing mix factors contribute the most in this respect. It is further reinforced by the results of Linear Regression showing good association of marketing variables with sale of Patanjali’s products. CONCLUSION Indian health care industry has undergone a paradigm shift due to people’s inclination to Ayurvedic/Herbal therapy in order to get rid of the various adverse post treatment effects of Allopathic medication. The results and analysis of this study in Siliguri & outskirts finally arrive at the following key conclusions- There is a significant bearing of Marketing tools & strategies on Sale of Ayurvedic & Household FMCG items in Siliguri area. Though this marketing aspect is neglected by many companies. This marketing aspect mainly includes Product –quality, Price & its fluctuating trend, Promotional campaigning, Easy availability i.e. distribution. Out of these, Product Quality and Promotional measures play more influential role in shaping the buying attitude towards Ayurvedic items compared to Price and Availability in Siliguri region. Among the 12 popular Ayurvedic companies in Siliguri, Patanjali’s growth rate appears to be praiseworthy in terms of sale, awareness and number & size of outlets. Within a very short time of last 5 years, awareness and utility of Patanjali’s deep product- assortment have been so wide spread that it secures 3rd position after Dabur & Himalaya in and around Siliguri. REFERENCES 1. Ghosh Anirvan. (2015). Baba Ramdev's Business Empire Soars, With His Own Rising Profile. Available from http://www.huffingtonpost.in/2015/01/13/ramdev-consumer- products-_n_6460760.html (Accessed on 17.4.15) 2. INDIA. Dept. of Health. Govt. of India. Ministry Of Health & Family Welfare.(1989). Ayurvedic Pharmacopoeia of India, 1st Volume, 1st Edition 3. INDIA. Dept. of Health. Govt. of India. Ministry Of Health & Family Welfare. (1978).Ayurvedic Formulary Of India. Part I. 1st Edition

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4. Kumar Vinod, Jain Ankit, Rahman, Zillur.(2013). Marketing through spirituality: A case of . Procedia - Social and Behavioral Sciences 133 (2014) 481 – 490 5. Mehta R M. (2003). Pharmaceutics. Vallabh Prakashan.New . Part II. 3rd Edition. Reprint. 6. “Patanjali food and herbal Park-The largest food park in the world” available at http://www.myyog.com/news/138-health/204-Patanjali-Food-and-Herbal-Park---The- largest-foodpark-in-world.html. 7. PTI (2007), “Swami Ramdev gives yoga tips to British lawmakers”, available at http://articles.timesofindia.indiatimes.com /2007-07-18/ Indians-abroad, Times of India (Accessed on 18.4.15) 8. Ramdev's Ayurvedic products to foray into open market, March 2, 2012, New Delhi, Business Today, Available from http://businesstoday.intoday.in/story/ramdev-ayurvedic- products-to-hit-fmcg-market/1/22865.html. (Accessed on 21.4.15) 9. Satoskar R S. (2005). Pharmacology & Pharmacotherapeutics. Popular Prakashan. Mumbai. 19th Edition. 10. Sinha Partha & Singh Namrata.(Jan 13, 2015). Ramdev expands empire beyond yoga to FMCG, business poised to touch Rs 2,000cr this fiscal. Available from http://timesofindia.indiatimes.com/business/india-business/Ramdev-expands-empire- beyond-yoga-to-FMCG-business-poised-to-touch-Rs-2000cr-this- fiscal/articleshow/45861809.cms (Accessed on 20.4.15) 11. Warrier, M. (2003). Guru choice and spiritual seeking in contemporary India. International Journal of Hindu Studies, 7(1-3), 31-54. APPENDIX I Survey Questionnaire Sheet Name of Respondent (Customer/Ayurvedic practitioner) Age Occupation 1. Rate the following Ayurvedic Company from 1 to 12 Sl No Company Name Rating Sl No Company Name Rating 1 Ayur Herbal 7 Hamdard 2 Baidyanath 8 Lotus Herbal

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International Journal of Research in Engineering, Social Sciences ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015 Website: www.indusedu.org

3 Charak Pharmaceuticals 9 Marico 4 Dabur 10 Patanjali Ayurved Ltd 5 Emami Group 11 Vicco Laboratories 6 Himalayan Drug Company 12 Zandu 2. Which company of the above you like most? 3. Why do you use it frequently? a. Easy availability, b. Good Promotional campaign c. Low Price d. Good Quality 4. How many total products you used to purchase from all the above? 5. How many you usually buy from your most preferred company out of above list? 6. How much you likely to spend in purchasing products from all the above enlisted companies? 7. How much you spend in buying from your preferred company? 8. Put your rate out of 1 to 12 to the following company in respect of lowest price Sl No Company Name Rating Sl No Company Name Rating 1 Ayur Herbal 7 Hamdard 2 Baidyanath 8 Lotus Herbal 3 Charak Pharmaceuticals 9 Marico 4 Dabur 10 Patanjali Ayurved Ltd 5 Emami Group 11 Vicco Laboratories 6 Himalayan Drug Company 12 Zandu 9. Put your rate out of 1 to 12 to the following company in respect of degree of High Promotional campaigning in ascending order Sl No Company Name Rating Sl No Company Name Rating 1 Ayur Herbal 7 Hamdard 2 Baidyanath 8 Lotus Herbal 3 Charak Pharmaceuticals 9 Marico 4 Dabur 10 Patanjali Ayurved Ltd 5 Emami Group 11 Vicco Laboratories 6 Himalayan Drug Company 12 Zandu 10. Put your rate out of 1 to 12 to the following company in respect of degree of High Quality of Product in ascending order Sl No Company Name Rating Sl No Company Name Rating 1 Ayur Herbal 7 Hamdard 2 Baidyanath 8 Lotus Herbal 3 Charak Pharmaceuticals 9 Marico 4 Dabur 10 Patanjali Ayurved Ltd 5 Emami Group 11 Vicco Laboratories 6 Himalayan Drug Company 12 Zandu

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International Journal of Research in Engineering, Social Sciences ISSN 2249-9482, Impact Factor: 5.343, Volume 5 Issue 4, April 2015 Website: www.indusedu.org

11. Put your rate out of 1 to 12 to the following company in respect of degree of Easy availability of Product in descending order (1 for Highest Availability) Sl No Company Name Rating Sl No Company Name Rating 1 Ayur Herbal 7 Hamdard 2 Baidyanath 8 Lotus Herbal 3 Charak Pharmaceuticals 9 Marico 4 Dabur 10 Patanjali Ayurved Ltd 5 Emami Group 11 Vicco Laboratories 6 Himalayan Drug Company 12 Zandu 12. Put your rate out of 1 to 12 to the following company in respect of degree of Price Fluctuation of Product in ascending order (1 for Lowest Variation) Sl No Company Name Rating Sl No Company Name Rating 1 Ayur Herbal 7 Hamdard 2 Baidyanath 8 Lotus Herbal 3 Charak Pharmaceuticals 9 Marico 4 Dabur 10 Patanjali Ayurved Ltd 5 Emami Group 11 Vicco Laboratories 6 Himalayan Drug Company 12 Zandu 13. How much you buy from the following companies in totality Sl No Company Name Quantity Sl No Company Name Quantity 1 Ayur Herbal 7 Hamdard 2 Baidyanath 8 Lotus Herbal 3 Charak Pharmaceuticals 9 Marico 4 Dabur 10 Patanjali Ayurved Ltd 5 Emami Group 11 Vicco Laboratories 6 Himalayan Drug Company 12 Zandu 14. Put your rate out of 1 to 12 to the following company in respect of Overall Average performance in descending order (1 for Highest Preference) Sl No Company Name Rating Sl No Company Name Rating 1 Ayur Herbal 7 Hamdard 2 Baidyanath 8 Lotus Herbal 3 Charak Pharmaceuticals 9 Marico 4 Dabur 10 Patanjali Ayurved Ltd 5 Emami Group 11 Vicco Laboratories 6 Himalayan Drug Company 12 Zandu

Date Signature of Respondent

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