As Indians, a lot of us have an inclination toward our cultural roots – where we come from, our family history, our scriptures and our culture! Patanjali drew on this emotion and gave us ayurvedic and herbal products as replacements for all our daily used products. Naturally, they quickly gained popularity and became a part of our households. This was all because of genius branding!
In this case study, we have performed in-depth research on the digital marketing strategies of Patanjali. Read on to know more about how they became India’s most trusted brand!
About Patanjali
Patanjali Ayurved (often referred to as Patanjali) is an Indian multinational conglomerate holding company headquartered in Haridwar, India. The company makes cosmetics, ayurvedic medicine, personal care goods, and food.
Founder
Ramdev and Balkrishna launched it in 2006. Its headquarters and manufacturing operations are located in Haridwar’s industrial district. Balkrishna is the corporation’s CEO, and he owns 94% of the stock. Ramdev is the company’s representative and makes strategic decisions.
History
Patanjali Ayurved was founded in 2006 by Ramdev and Balkrishna. Balkrishna owns 94 per cent of the corporation, with the rest distributed among several individuals. Balkrishna’s net worth was $2.3 billion in May 2021.
Patanjali was one of India’s fastest-growing FMCG companies in 2016, according to CLSA and HSBC. It was valued at 3,000 crores (about US$480 million in 2020). Patanjali estimates its yearly revenue for the fiscal year 2016-17 at 10,216 crores (US$1.3 billion). According to a report by India Infoline (IIFL), Patanjali’s success would impact at least 13 publicly traded companies, including Hindustan Unilever, Colgate, Dabur, ITC and Godrej Consumer Products.
Patanjali’s SEO Strategies
Patanjali’s Website Strategies
Patanjali’s website has an authority score of 54, along with organic search traffic of 2.2 million.
Patanjali’s On-page SEO Strategies
Patanjali maintains a blog for their website, where they post blogs. The last time they posted a blog, as you can see, was in April 2020. While they haven’t updated their blogs recently, they have a number of blogs on their website.
They also post blogs for each of these categories
- Health Care
- Skin Care
- Ayurveda
- Health Tips
- Food
- Home Care
- Lifestyle
Patanjali’s Off-Page SEO Strategies
Increasing search engine and user views of a site’s popularity, relevance, trustworthiness, and authority are what off-site ranking factor optimisation comprises. Patanjali’s website has 1.2 million monthly views and is optimised for 76.7K keywords.
As you can see in the graph below, the number of backlinks has only decreased since September 2021.
Patanjali’s website has lost a lot more backlinks than they have gained in the past six months.
Patanjali gets most backlinks in text (57%) and images (42%).
Patanjali’s backlinks are primarily from the business and industrial sectors. Internet and telecom, jobs and education, and arts and entertainment also link to Patanjali.
Patanjali’s Social Media Strategies
Patanjali’s Instagram Strategies
Patanjali’s Instagram account (@patanjaliproducts) has 746K followers as of July 2022, and they post majorly in Hindi.
These are the different types of posts they put up
Offers: They post about the different ongoing offers on their page to keep people informed and attract customers.
Reviews: They also attempt to build their social proof by posting reviews from happy customers.
Most of their posts also have the face of their brand, Baba Ramdev.
The engagement rate of Patanjali’s Instagram is 0.04%, and they get an average of 272 likes and two comments on each post.
Patanjali’s Facebook Strategies
Patanjali’s Facebook page has over 8 lakh followers and 7 lakh likes as of July 2022. Their posts are similar to the ones on Instagram.
Patanjali’s Google Ads Strategies
As evident in the graph below, according to SEMRush, Patanjali has not employed any paid forms of advertising for its website.
Patanjali’s Target Audience
Patanjali mainly targets Indian households. Since their products’ price range is comparatively lower than other companies offering herbal products, they also cater to the lower middle-class group along with upper middle class and upper class.
Patanjali’s Best Campaigns
1. Patanjali Paridhan – #SwadeshiKaSwabhiman
The primary goal of the launch campaign was to introduce the brand Patanjali Paridhan by the mother brand Patanjali, carving out a special positioning niche for Patanjali Paridhan inside the greater Patanjali brand equity while keeping youth, modernity, fashion, and trendiness.
The agency discovered that fashion in India is still heavily influenced by the West. There is no national-level India-centric fashion brand if you exclude the token FabIndias, Manyavars, and a few local businesses. Also, unless it is ethnic apparel, Indians are slightly defensive about Indian fashion in comparison to western fashion.
The brand aimed to reintroduce Indian fashion textiles and styles into everyday life. To demonstrate that Indian design is best suited to our body type and climate, as well as to highlight our rich and diverse fabric heritage. The plan was to launch a movement called Tann Maan Dhan Indian to remind people of the rich fashion heritage that we have abandoned in our quest formore western fashion.
2. Healthy India banaenge, Patanjali biscuit khaenge
Patanjali biscuits were released with the phrase “Healthy India banenge, Patanjali biscuit khaenge,” which translates as “India shall be healthy, Patanjali biscuits shall be eaten.” Patanjali says that their biscuits are healthier than others since they include no maida, sugar, or trans fats.
Patanjali advertised itself as a healthy alternative to biscuits in response to rising obesity rates in the twenty-first century and sweet food excess. This struck a chord with the Indian audience, particularly with the 35-year-old+ consumer category, who eat a biscuit with their tea on a daily basis as a lifestyle habit.
Conclusion
Patanjali employed these techniques to safeguard and grow the company’s reputation in the digital economy. If you want to create a digital marketing strategy for your business, you’ve come to the right place.
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How do you feel about Patanjali’s digital marketing strategies? Please share your thoughts in the comments!
