PATANJALI PROJECT REPORT

8/18/2019 PATANJALI PROJECT REPORT

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RESEARCH METHODOLOGY

IMPACT

OF

BRAND IMAGE AND CONSUMER

PERCEPTION

ON

BRAND LOYALTY: A STUDY IN

CONTEXT OF PATANJALI AYURVEDA

LTD. AMONG THE PEOPLE OF JAMMU

SUBMITTED BY:

IVANI KATAL 27-MBA-15

MANHAR MALHOTRA 2-MBA-15

MITALI SHARMA !1-MBA-15


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5 CHAPTER III: COMPANY PROFILE

!.1 PATANJALI YOGPEETH

!.2 HERBAL PRODUCTS IN PATANJALI

YOGPEETH

!.! PRODUCT LINE AND PORTFOLIO OF

PATANJALI YOGPEETH

!.# PRODUCT MIX OF PATANJALI YOGPEETH

!.5 MARKETING AND NET"ORK OF

PATANJALI YOGPEETH

!.$ PRODUCT: INTRODUCING THE VALUE

DISCIPLINE

!.7 COMPLETE PACKAGE FOR VARIOUS

DISEASES

!.& PRICING STRATEGY

!.. PROMOTIONAL STRATEGY

$ CHAPTER IV: DATA ANALYSIS AND INTERPRETATION

7 CHAPTER V: FINDINGS% CONCLUSION AND

SUGGESTIONS

APPENDIX A: ONLINE SURVEY 'UESTIONNAIRE

1( BIBLIOGRAPHY AND REFERENCES


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ACKNO"LEDGEMENT

With immense pleasure, we would like to present this project report for Patanjali Ayurveda

Ltd. We take the opportunity to express our gratitude to all of them who in some or the other

way helped us to accomplish this project. The study cannot e completed without your

guidance, assistance, inspiration and co!operation.

We owe our gratitude to respondents of the survey, without their help we would have een

unale to complete our project. These people have really een kind enough to help us y

filling the "uestionnaire.

We would also like to thank with a deep sense of gratitude to #r. $inay %hauhan to shape our

understanding towards the project. &t was ecause of his immense help and support that this

project has een duly completed.

'owever, we accept the sole responsiility for any possile error and would e extremely

grateful to the readers of this project if they ring such mistakes to our notice.


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The different ooks and maga-ines are also pulished of Patanjali 2ogpeeth which are

concentrating on the health of the people as well as different aasanas and pranayama are

more effective as well as popular within the people all over the places in

country.CHAPTER 1: INTRODUCTION

5iven a much roader array of product choices offered in the current market and ui"uitous

marketing efforts, consumers often turn to a favorite rand to facilitate their purchase

decisions. A rand includes a name, symol, design, or experience that help consumers

identify products, services, or differentiate offerings among competitors 6Aaker, 778 9eller,

:;;. /rand identity, which is a group of associations developed y firms,

communicates with consumers what a rand provides 6Aaker, :;;?8 9eller, :;;.

Academic literature clearly addressed the importance of uilding a strong emotional

relationship etween consumers and rands 6%arroll @ Ahuvia, :;;=8 9eller, :;;7, :;;. According to 9ellerBs 6:;;7> more recent conceptual

framework, consumersB positive rand feelings lead to favorale responses towards a rand,

such as attitudinal attachment and ehavioral loyalty. *imilarly, recent literature on randing

has argued that an emotional rand experience is important to foster rand loyalty and

purchase intentions 6Alert, 4erunka, @ $alette!lorence, :;;


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&n &ndia there are many sectors where the different companies or Frgani-ation functions

within, we have chosen the Patanjali, ayurvedic and heral sector which directly deals with

people issues.

/asically our main ojective was to see that the end of the &ndian people towards Patanjali

is ecause of it eing a swadeshi rand, heral and ayurvedic rand or some of the other

factors.

Along with this there are some ojectives of this studyG

• To study Patanjali as a rand and its product mix.

• To analy-e consumer perception aout Patanjali as a rand and its products.

• To analy-e impact of rand image on loyalty intentions.

• To analy-e and identify important factors influencing Patanjali as a rand.

1.2. DEFINITIONS OF TERMS

The following definitions are the major terms investigated in the present study.

1.2.1. BRAND IMAGEG Akaah, 67 defines a rand image

as an association or perception consumers make ased on their memory toward a

product. Thus, rand image does not exist in the technology, features or the actual

product itself, ut is something rought out y promotions, advertisements, or users.


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Thakor et al. 67?> said that through rand image, consumers are ale to recogni-e a

product, evaluate the "uality, lower purchase risks, and otain certain experience and

satisfaction out of product differentiation. When it comes to experiential product

evaluation, a positive rand image may make up for an inferior image of the origin

country and raise the possiility of the product eing selected. According to 5rewal

et al. 67 the etter a rand image is, the more recognition consumers give to its

product "uality. %onsumers are usually limited in regards to the amount of time and

product knowledge to make an informed purchase decision when facing similar

products to choose from. As a result, rand image is often used as an extrinsic cue to

make a purchase decision.

9otler, 6:;;;> contends that rand is a name, term, symol, design or all the aove,

and is used to distinguish one0s products and services from competitors. or example,

3ike adopts a check mark as its rand image, which creates a positive effect

indicating approval. According to 9otler, 6:;;;> image is the way that pulic

perceives the company or its product. &mage is affected y many factors eyond the

company0s control. The consumer develops a set of rand eliefs aout where each

rand stands on each attriute. The set of or its product. &mage is affected y many

factors eyond the company0s control. The consumer develops a set of rand eliefs

aout where each rand stands on each attriute. The set of eliefs aout a rand

make up rand image. The consumer0s rand image will vary with his or her

experiences as filtered y the effects of selective perception, selective distortion and

selective retention.

Eomaniuk, 6:;;I> studied the relationship etween association of a rand with

different types of image attriutes and suse"uent purchase of the rand. The image

attriutes incorporated were ased on the product categories, situations and enefits

offered. While mention of the rand for an image attriute was positively related to

future purchase, this relationship did not vary etween attriutes once rand and

attriute si-e was taken into account. 'owever, a positive relationship was found

etween the numer of attriutes associated with the rand and future purchase.


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1.2.2. BRAND LOYALTY: The most elaorate conceptual definition of rand loyalty was

presented y )acoy et al. 67?. We will use and discuss this definition, ecause it

covers the most important aspects of rand loyalty, @ since it enjoys widespread

support in the marketing literature, either in its original form or in slightly modified

versions 6Wilkie, 7;>. )acoy et al. 67? defined rand loyalty, according to this

definition, rand loyalty isG JThe 6a> iased, 6> ehavioral response, 6c> expressed

over time, 6d> y some decision making unit, 6e> with respect to one or more

alternative rands out of set of such rand, and 6f> is a function of psychological

process.

Eethinking /rands from the %ustomer JPoint of $iewKG According to )im, 6:;;I>

many of the less successful experience rands are not meeting the challenge of a

largely time!starved audience. 1ur research confirms that in most societies today,

time has ecome more desired than money. &ncreasingly, people value experiences

more than things. %onsumers are really looking for ways to make the most of

everyday JlivedK experiences. *o marketers need to constantly ask themselves, is our

rand part of the prolem or part of the solutionH A rand0s role in ecoming a

solution for its audience can make it stand out for customers. &n that sense, the

meaning of rand is its use. Profitale customers are orn when a powerful rand

promise is fulfilled y a rand experience that exceeds expectations.

1.2.!. BRAND PERCEPTION: Perception is a process y which individuals organi-e and

interpret their sensory impressions to give meaning to their environment 6Eoins @

)udge, :;7I>. &n marketing, perceptions are more important than reality ecause

perceptions affect consumers actual ehaviour 69otler, 9eller, 9oshy, @ )ha, :;7>.‟

&nformation processing model have four major steps or stages. &t starts with exposure

followed y attention, interpretation and lastly retention. The first three of these

estalish perception 6'awkins, /est, %oney, @ 4ookerjee, :;;?>. All this takes place

inside the mind or lack ox of the consumers simultaneously, and it changes from

person to person. Perception is highly sujective and therefore easily distorted.

4oreover, perception is the meaning that an individual attriutes to the incoming

stimuli that gathered through the five senses that are taste, smell, touch, hearing and


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sight. According to 9urt- and /oone, 6:;;=> different people have different

perceptions of ojects or events ased on the interactions of two types of factors that

are stimulus factors and individual factors.


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Committed

Buyer

Likes theBrand,

Considers it aFriend

Satisfed Buyer withSwitching Costs

Satisfed/Habitual buyer

No Reason to Change

Switchers/rice sensiti!e No Brand Loyalty

CHAPTER II: LITERATURE REVIE"

This chapter provides the relevant literature and theoretical framework for the present study.

2.1. HYPOTHESIS FORMATION

2.1.1. BRAND IMAGE AND BRAND LOYALTY

9ellerBs 67I, :;;7> conceptual research suggested a strong connection etween a

positive rand image and rand loyalty. 9eller 67I> explained that consumers0

repeated uying ehavior represents rand loyalty, which reflects a favorale attitude

towards a rand. Csch et al.Bs 6:;;=> empirical research supported 9ellerBs

proposition y showing a statistically significant effect of positive rand image oncurrentfuture purchases. Thus, the present research positsG

'7. /rand image will not e positively associated with rand loyalty.


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brand imageconsumer "erce"tion

towards "atan#ali

igure 7.7 The /rand Loyalty Pyramid 6Aaker, 77, p. ;>

2.1.2. BRAND IMAGE AND CONSUMER PERCEPTION

Past literature revealed that a successful rand image enales consumers to identify

their desired need which ultimately helps a company from its competitors 'sieh et

al ., 6:;;>. 1n the other hand Tarofder and 'a"ue 6:;;?> had given importance on

supplier selection ased on their rand image. &n fact the findings of )iang et al .

6:;77> revealed that apart from rand image price discount and complementary

products may have positive impact on customer loyalty. urthermore, Linder and

*eidenstricker 6:;7;> agreed that rand image is one of the company0s corecompetencies. 4ishra and #atta 6:;77> revealed that rand name has strong influence

on customer ased rand e"uity. 9otler 6:;;7> defined rand image as a set of eliefs,

ideas and impression that a person holds regarding an oject. 1n the other

hand, 9eller 67I> considered rand image as a set of perceptions aout a rand on

consumer0s memory. 3a et al . 67> connected rand image with customer0s

perception as they mentioned that image cannot e measured y attriute

measurements alone ut must include measurements of consumersM perceptions of the

value and enefits attainale from using the rand. Thus, it positsG

':. /rand image will not e positively associated with consumer perception.

igure %onceptual framework

2.1.!. CONSUMER PERCEPTION AND BRAND LOYALTY

'umans unlike machines can have the aility to Perceive. &t is a feeling which is

ased on the conclusion formed with the given information around and the mindset of

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the consumer which is responsile of processing the information. Perception gives

humans the right to make important decisions or can reflect their important decisions.

&t all leads to the most important decision of purchasing. Purchasing means to invest

in a rand, for making it a greater rand.

Nnderlying research will focus on concluding the fact that how much is the impact of

rand perception on rand awareness and rand loyalty of these rands. *everal

conclusions can e drawn if consumer perception plays any role and there is a relation

among the consumer perception, rand awareness and rand loyalty of these rands.

The project is intended to fulfill the needs of marketing research which is "uite

important for present marketing trend. Total sales turnover of the rand depends on

the consumer purchase decision. &f the consumers perceive positive aout the rand, it

means he carriers more loyalty and will remain potential customer, until he keeps on

getting the right value for his money. Thus, it positsG

'I. %onsumer perception will not e positively associated with /rand loyalty.

2.1.#. GENDER AND LOYALTY INTENTIONS

%ustomer loyalty has een the oject of intense interest in oth the usiness and

academic worlds 61liver 78 Eeichheld :;;7>. At the same time, academic research

has discovered important differences in cognitive processes and ehavior of male and

female consumers 6isher and #uD :;;+8 4eyers!Levy 7


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loyalty than females 6e.g., /lumstein and *chwart- 7


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positive attitudes toward and get more personally engaged with products and rands

65ainer, 7I8 )affe and /erger, 7


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The ever changing marketing scenario and competition over the gloe has amplified

the role of rand at unparalleled level. Cvery person is a consumer of different rands

at the same time. The choice and usage of a particular rand y the consumer over the

time is affected y the "uality enefits offered y the rand especially when it comes

to rand of eatales and cosmetics. %onsumer satisfaction is derived when he

compares the actual performance of the product with the performance he expected out

of the usage. Philip 9otler 6:;; oserved that satisfaction is a personMs feelings of

pressure or disappointment resulting from productMs perceived performance 6outcome>

in relation to his or her expectations. &f the perceived enefits turned out to e almost

same as expected, customer is highly satisfied and that is how the company achieves

loyalty of the customer towards the products. Thus, it positsG

'?. There will not e positive relationship etween rand image, consumer

perception and loyalty intentions.

2.2. RESEARCH BACKGROUND

This survey research has utili-ed oth primary and secondary data and information from

different sources including Patanjali Ayurveda ltd., text ooks, maga-ines, journals and

wesites aout different variales of the study.

$arious studies were consulted for collecting data. A study on Patanjali is also availale of

consumer perception toward the rand. These studies includeG

1. A )*+, / 0)+34 3403*6 / 3489 4,+0*) 6 B9 G International

Journal of Management Studies ISSN (Print) 22!"#$#2 ISSN (%nline)22$1"2&2'

AUTHORS: Md. Irshad Ali, Eesearch *cholar, P4, &ndian &nstitute of orest

4anagement, &ndia and Manmohan Yadav, Professor, &ndian &nstitute of orest

4anagement, &ndia

The &ndian heral market is flooded with numerous well!known and recognised heral

rands. $indhya 'eral is an initiative of 4adhya Pradesh government to provide

unadulterated ayurvedic products to the people and for generating gainful employment for

the vulnerale and downtrodden section of the society. The study is to examine existing state


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of $indhya 'eral in /hopal, its irthplace. /esides, this study talks aout other parameters

like enefitsattriutes consumer ac"uaintances with heral products, awareness, preferential,

source of knowledge, usage and attitude related to heral products.

The research design consisted of an exploratory phase followed y a descriptive cross!

sectional, close!ended "uestionnaire!ased survey in /hopal. As the study has een

conducted in a 'indi elt, the "uestionnaire was kept ilingual8 'indi and Cnglish. *ampling

was done on the asis of two criteria8 7> such regions were selected where almost major

heral rands are availale and :> Eespondents have used at!least one of the heral rands.

1nly :I percent consumers responded to have used $indhya heral. Those who have used

$indhya heral have preference it, if availale in a neary store. 4ost of the respondents

mentioned that heral products are prepared from the natural ingredient, as a result faced no

side effect. Purchase of heral products primarily takes place on a monthly asis and use on a

daily asis. #octors, family memers and mass media were reliale sources and the

respondents trust on their recommendations for uying fresh heral products. #esiraility for

further information was high among consumers related to heral products.

2. C+)*34 P3403*6 *;94,) B49,: A S*+, : 5loal )ournal of

4anagement and /usiness EesearchG C!4arketing, $olume 7+ &ssue $ersion 7.;

2ear :;7+, TypeG #oule /lind Peer Eeviewed &nternational Eesearch )ournal,

PulisherG 5loal )ournals &nc. 6N*A>, 1nline &**3G ::!+


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than 7;; different products in the catalogue for *kin, 'air, 'eart, Cyes and 9idney diseases.

Patanjali0s recent tie up with uture 5roup to enter into 4%5 segment through /ig /a-aar

Eetail stores is another ig advantage towards the availaility of Patanjali Products near to

their consumers. The Patanjali Products have rightly een placed at advantage y the very

concept of J4arketing through *piritualityK.

I. E//30* / B49, I9?3 B49, L9* 9, R3 / C+)*34 S9*6)/90*6 6 6*:

World Applied *ciences )ournal := 67;>G 7I=!7I?;, :;7I, &**3 7*& Pulications, :;7I, #1&G 7;.+:;7+ in *ciEes.

AUTHOR G 2i hang, #epartment of 4arketing, 4anagement *chool, )inan Nniversity,

5uang-hou, %hina


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The concept Jrand imageK has drawn significant attention from academics and practitioners

since it was put forward, ecause it played an important role in marketing activities.

Although rand image was recogni-ed as the driving force of rand asset and rand

performance, few studies have elaorated on the relationship etween rand image and rand

e"uity. /ased on the rand image theories, this study reviewed extant studies aout the

impact of rand image on consumer from perspective of customer e"uity. &t also presented

the shortcomings of current research and pointed out the trends for future study.

2.!. SCOPE OF THE STUDY: This research focused on respondents of )ammu. The

research provided fruitful information aout Patanjali0s product line users and rand

perception they have aout Patanjali.

2.#. LIMITATION OF THE STUDY: &n this research, we examined factors

responsile for rand loyalty of the product to rand image of the Patanjali. The study

focuses on only the consumers in )ammu. The )ammu region was chosen due to easy

accessiility and profound understanding of the market. Another reason is that we had a

thorough understanding of the ackground information necessary to do the survey and could

easily use networking to otain the sample.

2.5. METHODOLOGY: A single cross!sectional research design was used for the survey

and "uantitative analysis was used for the otained dataset.

The answering scale for the "uestions related to rand image and rand loyalty is a ?!item

Likert scale. #ata collection was done through the online wesite using an online!ased

"uestionnaire. 4* Cxcel was used for analy-ing the information in the otained dataset. The

types of analysis that were performed are t!test analysis, A31$A and Pearson %orrelation.

/y doing it, the main factors that influence rand loyalty were examined.


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CHAPTER III: COMPANY PROFILE

!.1. PATANJALI YOGPEETH

Patanjali 2ogpeeth in 'aridwar , Nttarakhand is one of the largest 2oga institutes in &ndia. 3amed after the Ancient 2og 5uru Patanjali, the &nstitute is EamdevMs flagship project @ has

een set up for treatment, research @ development in 2oga and Ayurveda, as well as the

manufacturing of ayurvedic medicines.

&t is a center of 2oga and Ayurveda activities in &ndia uilt on the name of 4aharishi

Patanjali who invented 2oga +;;; years ago. The ashram is run under the guidance of *wami

Eamdev )i 4aharaj who has revived 2oga and spreading it all over the world. Patanjali 2og

peeth is open to everyody. Located on the 'aridwar!#elhi highway at 9ankhal, very near to

Eoorkee, Patanjali 2ogpeeth offers treatment for all and has residential accommodation.

At 4ahatma #haramveerMs 5urukul in 9isangarh 5hasera where /aa Eamdev met

philanthropist Archarya /alkrishan. With the help of /alkrishan, /aa Eamdev has

estalished #ivya 2og 4andir in 7+. Archarya 9aramveer was also one of the pillars

of #ivya 2og 4andir . &n almost I years, iya *og Mandir and /aa Eamdev have

galvani-ed the world into turning ardent practitioners of 2oga. /aa Eamdev and trust run

spearhead, all his activities which include 2oga camps, manufacturing ayurvedic medicine

and treatment of patients with help of 2oga and Pranayama. /aa Eamdev T$ programmes

and 2oga camps have proved to e immensely popular. *wami Eamdev put lots of emphasis

on teaching Pranayam as compared to 2oga. According to *hri *hri Eavi *hankar, a world!

renowed spritial leader Q&f an individual can e credited with reviving 2oga in &ndia, it is

solely /aa EamdevQ. 4illions of people all over the world attend /aa EamdevMs free 2oga

camps 6shivir>. Eamdev /aa has also conducted 2oga camp at Eashtrapati /havan ! the

residence of the President of &ndia.

2oga has aility to cure even fatal diseases and /aa Eamdev has proved it many times.

Eamdev /aa has spread 2oga to such an extent that sooner or later, everyone has to emrace

it. Patanjali 2ogPeeth Trust is the dream project of /aa Eamdev. &t was inaugurated on

August =, :;;=. /aa EamdevMs aim was to uild the worldMs largest center of Ayurveda,

http://en.wikipedia.org/wiki/Haridwarhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Yogahttp://en.wikipedia.org/wiki/Patanjalihttp://en.wikipedia.org/wiki/Ramdevhttp://en.wikipedia.org/wiki/Yogahttp://en.wikipedia.org/wiki/Ayurvedahttp://en.wikipedia.org/wiki/Haridwarhttp://en.wikipedia.org/wiki/Uttarakhandhttp://en.wikipedia.org/wiki/Yogahttp://en.wikipedia.org/wiki/Patanjalihttp://en.wikipedia.org/wiki/Ramdevhttp://en.wikipedia.org/wiki/Yogahttp://en.wikipedia.org/wiki/Ayurveda


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2oga and Pranayama. Patanjali 2ogPeeth provides facility for treatment for diseases, research

and a teaching Nniversity for 2oga and Ayurveda. This trust is located 7Ikms from 'aridwar.

The estimated cost of the project was 7; illion. #uring inauguration, *udarshan Agarwal,

5overnor of Nttrakhand, said QPatanjali 2og Peeth will soon e the amassador of 2oga for

entire worldK.

According to associated news press, The Patanjali 2ogPeeth project was divided into I

phases. Phase one was asic construction. The second stage comprises of serviceale

guesthouses, heral gardens, yajnashala, meditation caves and many other facilities. &t will e

the iggest 2oga and Ayurvedic center in the world. Third stage is opening a Nniversity of

2oga and Ayurveda. /aa Eamdev wants to flow river of 2oga in each and every region,

whether in a village or city. The confidence which /aa Eamdev exuerates compels people

to at least give his 2oga a try. 4illions of people practice /aa EamdevMs 2oga and

Pranayama. Eamdev /aaMs T$ programs roadcast in several countries including America,

Curope, Australia, Asia and Africa. $iewership is "uoted as eing :; millions regular

viewers. ollowers of /aa Eamdev have claimed relief from a variety of ailments such as

#iaetes, /lood Pressure, 'epatitis, *pondylitis and 1esity. 'e is the real hero who devoted

his whole life to help people y giving them unknown knowledge of 2oga and Pranayama.

*wami Eamdev medicines are manufactured in ranches well e"uipped with modern

e"uipments, certified y the international standards 54P, 5LP @ &*1 ;;7. *wami

EamdevMs pharmacy makes the medicines pure and rich in "uality. 4edicines manufactured

go through "uality control and "uality assessment tests. Patanjali 2ogpeeth is operating

Patanjali 'ospitals in every nook and corner of &ndia, where one can get life saving *wami

Eamdev0s medicines which are affordale to all rich and poor.

Patanjali 2ogpeeth medicines are also availale for health care, oral care, hair care and skin

care. 4any of the critical ailments such as %ancer, #iaetes, arthritis etc. can e cured y

*wami EamdevMs 4edicines. These medicines are low cost, very effective and availale at

Eamdev %hikitsalaya. *ome of very effective Eamdev medicines are Mu+ta ,ati for high

lood pressure, Madhunashini ,ati for #iaetes, Medohar ,ati for 1esity.

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*wami Eamdevji 4aharaj is a historic personality. 'e has written new history in the areas of

yoga!prananyam and ayurvedic treatment methods. &n this regard the work done y the

organi-ation estalished y him namely Patanjali 2ogpeeth 6Trust>% #ivya 4andir 6trust>,

Patanjali 2og *amitis% #ivya 2og Pharmacy Trust and ranches, will e written in golden

letters on the pages of history. The amition of these estalishments are to reach yoga and

Ayurveda to the ?;; crore gloal population along with &ndian culture and words of the

sages. To encourage the use of Ayurvedic medicine, *wamiji manufactures superior "uality

and proven medicines in #ivya 2og Pharmacy.

*wami EamdevMs medicines are manufactured in ranches well e"uipped with modern

e"uipments mostly in 'aridwar and other places, certified y the international standards

54P, 5LP @ &*1 ;;7. *wami Eamdev also has a otanical garden near Patanjali 2og Peethwhere the hers and medicinal plants are grown. 'ere research is carried out on rare hers

and they are grown here y putting in great efforts. Nnder *wami EamdevMs guidance an

industrial unit is also estalished called Patanjali Ayurved Limited which produces pure and

high "uality minerals and plants products through scientific methods. *wami Eamdevji and

Acharya /alkrishna ji have tried to comine the ancient knowledge with ultramodern

technology.

*ome people could not digest the increasing fame of *wami Eamdev and they started

negative campaigning against *wami Eamdev with the help of media. The "ualities of

*wami Eamdev0s medicines were douted. When these medicines were tested in the la all

the allegations proved aseless and *wami Eamdev came out spotless amidst the acid test.

This resulted in unexpected increase in the demand of medicine of *wami Eamdev. /aa

EamdevMs pharmacy puts in all the efforts to make the medicines pure and rich in "uality. All

the medicines manufactured go through strict "uality control @ "uality assessment tests,

Toxicological study ! Animal trials, clinical tests.

*wami Eamdev is working towards the goal of estalishing the ayurvedic products at par

with the international standards and to make it known across the world. To encourage the use

of Ayurvedic medicine and amongst *wami EamdevMs revolutionary thoughts, one is that the


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farmers of &ndia should adopt the cultivation of medicinal hers and plants along with fruits

and vegetales.

Patanjali 2ogpeeth is a renowned name in the field of medical science, rendering free

services to millions of people across the gloe through 2oga and Ayurveda.

!.2. HERBAL PRODUCTS IN PATANJALI YOGPEETH

#ivya 2og 4andir 6Trust>, started J -raham+alp hi+itsalayaK at 9ripalu /agh Ashram,

9ankhal in 7+ where patients suffering from various diseases were cured using Ayurvedic

medicines and practices of 2oga. 3eed was felt to provide "uality Ayurvedic medicines to the

patients to seek optimum results as results of Ayurvedic treatment are directly proportional to

the "uality of prepared medicines. 'ence a small scale manufacturing unit of Ayurvedic

medicines was estalished in the campus of 9ripalu /agh Ashram, 9ankhal. This was the

eginning of #ivya Aushadhi 3irmanshala 6#ivya Pharmacy>, which was totally ased on

traditional methods.

#ivya Pharmacy has had the exalted vision to ring Ayurveda to society in a contemporary

form and to unravel the mystery ehind this haloed and revered, &ndian system of medicine

y exploring and selecting indigenous hers, ancient Ayurvedic literatures and sujecting the

formulations to modern pharmacological, toxicological safety tests and clinical trials to

create new drugs and therapies.

#ivya Pharmacy tries that medicines should possily e availale to common man at the

minimum cost price. &n the year :;;:!;I, moderni-ation of the pharmacy has een done. A

new expanded unit of the pharmacy has een estalished well e"uipped with machines ased

on modern techni"ues.

PL% controlled heral extraction plant commissioned in the pharmacy is used for extracting

from the various parts of the medicinal plant like the leaves, The salient feature of this plant

is the production of medicine using latest *%A#A technology under controlled

environmental conditions of temperature and pressure. The extract concentration is achieved

under vacuum drying preserving the maximum valued contents of the hers.


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(uality of the medicines so produced is of the highest level. This unit has the capacity of

extracting from 7;,;;; kgs. of raw hers. The desired fluid component is added to this

extract in the process of making the medicines.

or the manufacturing processes in #ivya Pharmacy automatic high speed spray drier unit,

for "uick li"uification a fluid wed processor, talet compressing device with the capacity for

preparing one lac talet per hour, high speed auto!coater for coating the talets, high speed

mixer!grinder, fluid wed driers and cleaning, crossing @ pulveri-ing units have een

estalished.

&n the modern packing section of #ivya Pharmacy PL% controlled packing e"uipment having

the capacity of I;; volts per minute with automatic lister packing e"uipment has een

installed. A utility center has een set up in this production unit which has two +;; 9$A

generators, softeners @ cooling towers including oilers @ air compressors having the

capacity to produce I;; ton steam.

As a result of this #ivya Pharmacy has ecome the first medicine manufacturing unit of

Nttarakhand to get &*1!;;7 and W'1!54P certifications. &n the Pharmacy the

international standards like 5ood 4anufacturing Practices 654P>, 5ood Packaging Practices

65PP>, 5ood Agricultural Practices 65AP> and 5ood 'arvesting Practices65'P> are eingstrictly followed.

Nnder the learned guidance of '. '. 2ogrishi *wami Eamdevji, $aidyaraj Acharya

/alkrishna and *wami 4uktanand, Patanjali 'eral 5arden @ Agro Eesearch #epartment

has een estalished at following few sites! Patanjali 'eral 5arden site 3ursery, Patanjali

'eral 5arden site 5urukul 5aushala arm, situated neary Patanjali 2ogpeeth at 4aharishi

#ayanand 5ram, /ahadraad, #elhi!'aridwar highway. These 'eral 5ardens have

eautiful collections of more than :;; medicinal hers, shrus, trees, climers and

ornamental plants. *ince, 7? it was a great effort with high spirit to collect the valuale

medicinal plant and to ensure to grow in 5arden, a #ivya $anaushadhi $atika has een

earlier estalished in the Ashram at 9ankhal. Thereafter, to explore more possiilities of a

large numer of wide collections, exposition and research of medicinal, aromatic and


25/56

ornamental plants in a organi-ed way in the Patanjali 'eral 5arden has een estalished. A

team of *cientists from /otany and Agriculture and a numer of swayam sevak are engaged

for research and management.

&t is all aout economically processing organic farm produce into daily use consumales

ranging from Ayurvedic health supplements to oods and cosmetics and then supplying them

largely to the uran world. The produce will e picked up right from the farms, therey

increasing the effective income of the farmers. The health ased products will then e made

availale to a large population in the uran areas that is reeling under the scourge of polluted

food items and artificial drinks that make them vulnerale to a variety of cronic diseases. And

all this at a cost that is unmatched in the market.

The conse"uential enefits are no less crucial to the mankind. /acked y a roust preaching

and promotion on the popular Astha channel y the world renouned 2og 5uru *wami

Eamdevji and an international authority on Ayurved and traditional hers Acharya

/alkrishanji, it is all aout reinventing our traditional knowledge of 2og and Ayurved,

rejuvenation of rural economy,arrest of the flight of rural jo seekers to the more demeaning

uran slums, strengthening the health grid of the nation and the world, mending the

environmental imalanceRand finally fighting the tirade of western culture on &ndian

panorama.

PATA3)AL& A2NE$C# Ltd. is a company that functions like all other companies under the

regulations of the company law affairs, yet is constantly striving for nation uilding more

than the profit accumulation.

At micro level the challenge is no less herculean. Along with PEA3A2A4, the wisdom of

our ancient sages, the organic food products and heral medicines churned out of this unit,

undertake to fight out the dreaded and incurale diseases like %A3%CE and A*. %laim for

having found a lasting cure for many other relatively more rampant ut e"ually tormenting

diseases like #iaetes, Arthritis and Thyroid is already estalished with thousands of patients

cured with satisfaction.


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digestion, the clearing of toxins from the system is hampered, energy levels and the

asorption of nutrients will get altered.

!.!. PRODUCT LINE AND PORTFOLIO OF PATANJALI YOGPEETH

Products of patanjali ypgpeeth are as followsG

• #ivya Amla %hurna for Cyes, #igestion and 5eneral 'ealth

• #ivya Arogyavardhani $ati

• #ivya Arshakalp $ati for Piles

• #ivya Ashmarihar Eas for 9idney *tones

• #ivya Ashwagandha %hurna for *tress, atigue and 5eneral 'ealth

• #ivya %handrapraha $ati for Nrinary #isease

• #ivya %hurna for %onstipation

• #ivya #ant 4anjan Tooth Powder

• #ivya 5ashar %hurna for Eemoval of 5as

• #ivya 5iloy *at for *wine flu, /ird flu, Pyrexia of unknown origin 6fever>

• #ivya 'ridayamrita $ati for 'eart #isease

• #ivya 9anti Lep for &ncreasing *kin *plendour

• #ivya 9ayakalp Tail 1il for *kin Prolems, %racks and /urns

• #ivya 9ayakalp $ati for *kin #isease, Acne and Pimples


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• #ivya 9esh Tail 'air 1il for 'air Loss, #andruff and 'eadache

• #ivya 4adhu 3ashini $ati for #iaetes

• #ivya 4adhukalp $ati for #iaetes

• #ivya 4edha 9wath for 'eadache and 4emory Cnhancement

• #ivya 4edha $ati for 4emory Loss and &mproving &ntelligence

• #ivya 4edohar $ati for Weight Loss

• #ivya 4ukta $ati for 'igh /lood Pressure

• #ivya Peya 'eral Tea

• #ivya Pidantak Eas for )oint Pain and Arthritis

• #ivya Pidantak Tail 4assage 1il for )oint Pain and Arthritis

•

#ivya Punarnavadi 4andur for 9idney Prolems and Anemia

• #ivya *anjivani $ati for %old, ever and lu

• #ivya *hilajeet Easayan $ati for &mpotency

• #ivya *hilajeet *at for 5out and Weak &mmune *ystem

• #ivya *inghnaad 5uggulu for Eheumatism

• #ivya *tri Easayan $ati for 4enstruation

• #ivya *wasari Eas for Lung Prolems, /ronchitis and Asthma

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• #ivya Triphala %hurna for Eejuvination and #etoxification

• #ivya Triphala 5uggulu for )oint Pain, Piles and Weight Loss

• #ivya Ndaramrita $ati for #igestion and *tomache Prolems

• #ivya Ndarkalp %hurna for &ndigestion and %onstipation

• #ivya $atari %hurna for Arthritis

• #ivya 2auvanamrita $ati for Weak /odies and &mpotency

• #ivya 2ograj 5uggulu for )oint Pain

!.#. PRODUCT MIX OF PATANJALI YOGPEETH

*wami EamdevMs iya 4edicines are 7;; natural, made from potent hers such as the

ashtaarga healing plants of the 'imalayas. They have proven extremely effective for

comating all forms of sickness and disease. Along with these medicines, *wamiji

recommends patients to also adopt the practice of Pranayama, which will strengthen the

immune system and "uicken the healing process.

• Ahrak /hasm ! #ivya

• Ajamodadi %hoorna ! #ivya

• Aloevera 5el

•

Aloe $era )uice ! Patanjali 7 Lt. or Aloe $era I; %apsules

• Amla %hurna ! #ivya 6for Cyes, #igestion and 5eneral 'ealth>

• Amlki Easayan ! #ivya

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• Amrit Easayan ! #ivya6for /rain, Cyes, *trength and over all nourishment>

• Anti Wrinkle %ream ! Patanjali Tejus

• Arjuna 9vath ! #ivya6for %oronary Artery #isease>

• Arshakalp $ati ! #ivya6for Piles>; grams

• Arshkalp $ati ! #ivya6for Piles> :; 5rams

• Ashmarihar 9vath ! #ivya $rikkdosh 'ar 9wath ! #ivya

• Ashmarihar Eas ! #ivya

• Ashvagandha %apsule ! Patanjali

• Ashvagandha %hurna ! #ivya 6for *tress, atigue and 5eneral 'ealth>

• Ashvashila %apsule ! Patanjali

•

Avipattikar %hoorna ! #ivya

• Awala %hoorna ! #ivya

• Amla Awala )uice 7 Liter ! Patanjali 6)uice of Cmlica 1fficinalis> #ivya Amalki

• Easayana 7;; gm

• Awala ! #ivya 6Amla> 4uraa ! #ivya6#ry *picy>

• Awala ! #ivya 6Amla> 4uraa ! #ivya 6#ry *weetened>

• Awala Amla 4uraa Wet ! #ivya

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• /adam Pak ! #ivya

• /adam Eogan ! #ivya

• /ael %andy ! #ivya

• /ael 4uraa ! #ivya

• /alm ! Patanjali

• /ang /hasma +gm ! #ivya

• /avaci %hoorna ! #ivya6for Leucoderma>

• /eauty %ream +; gm ! Patanjali Tejus

• /ilwadi %hurna ! #ivya

• /ody Lotion ! Patanjali Tejus

•

/ody 4assage 1il 7;;ml ! Patanjali

• %hatpata %hoorna

• %handrapraha $ati ! #ivya 6for Nrinary #isease @ diaetes>

• %hurna ! #ivya 6for %onstipation>

• %hyawanprash ! #ivya with Ashtavarga 'ealing Plants 67 9ilogram>

• %rack 'eal %ream ! Patanjali

• #aliya G Patanjali Arogya #aliya

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• #ant 4anjan ! #ivya 6Tooth Powder>

• #ant 9anti ! Patanjali 6Tooth Paste>

• #ivya #hara

• #rishti Cye #rop ! Patanjali

• 5angadhar %hoorna ! #ivya 6for #iarrhoea , *prue *yndrome, Ama>

• 5ashar %hurna ! #ivya 6for Eemoval of 5as>

• 5iloy 5han $ati ! Patanjali ;gm

• 5odanti /hasm ! #ivya 6for 4igraine, %hronic 'eadache, #epression @ 'ernia>

• 5okshuradi 5uggulu ! #ivya 6for %hronic Eenal ailure>

• 5ula )al ! #ivya

•

'oney ! #ivya 6Pure 'imalayan 'oney>

• 'ridayamrita $ati ! #ivya 6for 'eart #isease> :; 5rams

• 'ridayamrita $ati ! #ivya 6for 'eart #isease> ; 5rams

• 9achanar 5uggulu ! #ivya

• 9aisara 5uggulu ! #ivya 6Psoriasis @ Cc-ema>

• 9anti Lep ! #ivya 6for &ncreasing *kin *plendour>

• 9ayakalp 9wath ! #ivya 6for *kin Prolems>

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• 9ayakalp Tail ! #ivya 6for *kin Prolems, %racks and /urns>

• 9ayakalp $ati ! #ivya 6for *kin #isease, Acne and Pimples> :; 5rams

• 9ayakalp $ati ! #ivya 6for *kin #isease, Acne and Pimples> ; 5rams

• 9esh Tail ! #ivya 6'air 1il for 'air Loss, #andruff and 'eadache>

• Lavan /haskar %hurna ! #ivya

• Lauki )uice ! Patanjali

• Lauki ! Amla )uice ! Patanjali

• 4adhu 3ashini $ati ! #ivya 6for #iaeties>

• 4adhukalp $ati ! #ivya 6for #iaetes>

• 4aha2ograja 5uggulu ! #ivya 6for 1steoporosis>

•

4edha 9wath ! #ivya6for 'eadache and 4emory Cnhancement>

• 4edha $ati ! #ivya 6for 4emory Loss and &mproving &ntelligence> ; grams

• 4edohar $ati ! #ivya 6for Weight Loss>

• 4ukta Pishti ! #ivya

• 4ukta $ati ! #ivya 6for 'igh /lood Pressure>

• 4ukta!shukti /hasm ! #ivya

• 1jas 4ultani 4itti ! Patanjali

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• 3im 5han $ati ! Patanjali =; 5r.

• Panchakol %hoorna ! #ivya

• Peedantak %ream +; gm ! Patanjali

• Peya 6'eral Tea> ! #ivya 7;; 5rams

• Peya 6'eral Tea> ! #ivya I;; 5rams

• Pidantak 9wath ! #ivya 6for )oint Pain and Arthritis>

• Pidantak Eas ! #ivya 6for for )oint Pain and Arthritis>

• Pidantak Tail ! #ivya 64assage 1il for )oint Pain and Arthritis>

• Praval 6ranch> Pisthi! #ivya

• Praval Panchamrit! #ivya

•

Punarnavadi 4andur ! #ivya 6for 9idney Prolems and Anemia>

• *anjivani $ati ! #ivya 6for %old, ever and lu>

• *aptavimshati 5uggulu ! #ivya

• *arvakalp 9wath ! #ivya 6for Liver Prolems and )aundice>

• *hadindu Tail ! #ivya

• *hatavar %hoorna ! Patanjali

• *hampoo ! Patanjali

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• *hankh /hasm ! #ivya

• *hilajit %apsule ! Patanjali

• *hilajeet Easayan $ati ! #ivya 6for &mpotency>

• *hilajeet *at ! #ivya 6for 5out and Weak &mmune *ystem>

• *hilajeet *at ! #ivya 6for 5out and Weak &mmune *ystem> +; gm

• *inghnad 5uggulu ! #ivya

• *itopaladi %hoorna ! #ivya

• *oap 9anti Aloevera /ody %leanser ! Patanjali

• *oap 5omutra 9anti ! /ody %leanser ! Patanjali

• *oap *omya ! /ody %leanser ! Patanjali

•

*oap 1jas A"uafresh ! /ody %leanser ! Patanjali

• *oap 1jas A"uafresh ! 4ogra /ody %leanser ! Patanjali

• *oap Patanjali *omya 'aldi %handan /ody %leanser ! Patanjali

• *tri Easayan $ati ! #ivya

• *wasari Eas ! #ivya 6for Lung Prolems, /ronchitis and Asthma>

• Tejus Tailum or Women

• 6Tooth Powder> #ivya #ant 4anjan

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• 6Tooth Paste> #ant 9anti Patanjali

• Trayodashang 5uggulu #ivya

• Trikuta %hoorna #ivya

• Triphala %hurna #ivya 6for Eejuvination and #etoxification>

• Triphala 5uggulu #ivya 6for )oint Pain, Piles and Weight Loss>

• Tulsi 5han $ati Patanjali ; 5r.

• Ndaramrita $ati #ivya 6for #igestion and *tomache Prolems>

• Ndarkalp %hurna #ivya 6for &ndigestion and %onstipation>

• $atari %hurna #ivya 6for Arthritis>

• 2auvanamrita $ati #ivya 6for Weak /odies and &mpotency>

•

2ograj 5uggulu #ivya 6for )oint Pain> :; 5rams

• 2ograj 5uggulu #ivya 6for )oint Pain> ; grams

• Wheat 5rass Powder 1rganic 7 4onth #oses

• %hatpata %hoorna

• or 5astric troules and taste

• #ivya )eera 5oli

• #ivya Anardaana 5oli

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• #ivya %hatpata %huara

• #ivya 3imu $ati

rom nowhere to everywhere, /rand /aa seems to e pervasive. 2oga has een there in

&ndia since time immemorial, it has een synonymous with sadhus6 saints> who usually after

relin"uishing their mundane world in search of 5od or 3irvana used to keep them healthy,

fit, let them channeli-e their energy and control their inner self toward a single goal. &n

marketing parlance we can think of it as a product which was restricted to a very small

segment of society, had some exclusivity attached to it, expertise of saint in performing it and

a luxury which could only e afforded y the disciples of saints.

3oody could have thought of commerciali-ing it, leave aside the thought of populari-ing it

among the masses. Cntrepreneurs are not only risk earers, organi-ers and managers of the

enterprises ut they are also great visionaries who not only anticipate the future needs ut

also keep a check on the present re"uirements. We are sure /aa must have worked tirelessly

on his mission away from the glare of media, completing all his defined tasks, keeping a

check on the preparations and one day he must have decided to appear on the ig stage and

take the world y storm that seems to e a meticulously planned launch of the J/rand /aaK.

The epithet J'e came , 'e saw, 'e con"ueredK. is supposed to e rightly descried as the

arrival of /aa and his infectious popularism among the masses. *uddenly everyone was

seen ruing hisher nails walking y the road side, waiting for a train at the platform, while

travelling, while working in an office or for that matter whenever people found themselves

free, he was there everywhere in the life of people. 2oga, which used to e considered

5eneric till now was well known y J/aa Eamdev /rand of 2ogaK. People were looking for

a solution to their stressful life, an alternative form of medicine. 'e as a true entrepreneur

anticipated this need efore anyone could and sold his idea of a complete health to the

masses. As a good marketer would do he made himself availale for the masses through his

J2oga *hiversK, listened to their prolems @ tried to solve them, connected with them

personally, had a product which was well researched, had variants of products in terms

of different 2oga Aasans for different ailments, meant for different age groups of people

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ased on their aility to perform a particular aasan, had all the medium of advertisement to

support his /rand.

'is journey didn0t stop with his /rand of 2oga, when ig usiness houses were struggling to

launch and operate /randed 4edical *tores, he was once again there ang on launching his

own /rand of Ayurvedic 4edicine *tores 6 Patanjali> all over &ndiaRranchising model also

included. 'is name has ecome synonymous with 2oga and Ayurveda. There might e other

efore he appeared on scene, there are many in his era also ut no one could make an impact

like him. 'is presence was so infectious that people from different walks of life were cashing

on his popularityR.ilmstars like *hilpa *hetty and /ipasha /asu came with their own

version of 2oga %#0s ut could not pose a challenge to his leadership, infact they ended up

following his footstepsReven the corporate world found a ig market for heral

products..the consumers were looking for products which were close to nature. 'is N*P is

that he made himself approachale, common man identified with him and he positioned his

product as a J Total 'ealth *olutionK unlike the cra-e generated y the ilmstars to develop

ulging iceps, curved ody, -ero figure which could e defined as a fad ound to fade away

without notice. 'is product promise for a lifelong solution 6 duraility>, can e used

anywhere anytime6 operational convenience>, availale through different channels ased on

your convenience6 like T.$., /ooks, *hivers >, his product emphasi-es on precaution rather

than cureR.a feature which make his product standout from the rest of crowd and even if any

ailment need to e cured he has the natural therapies and his own rand of ayurvedic

medicine to compliment his main product. 'e has made his rand amassadors out of his

own followers who very religiously vouch for his claims and motivate people who come in

contact with them to practice 2oga. 'e is in his uni"ue way different from other gurus who

only give spiritual discourses. 'e is different in terms of the practicality and ojectivity of his

product unlike the sujective nature of the discourses delivered y spiritual gurus. 'e run his

trust as a ig corporate house generating employment, profit and his initiative has not only

pumped a new lease of life to ayurveda ut has also indirectly helped people to find out an

employment as yoga instructors in schools, colleges and corporate houses. 'e is ui"uitous,

wherever you go you find his hoardings announcing the date of his Shiers, he has not only

reached to the interiors of the places ut he is also there in the mind of the people enjoying

the share of his own, which is a sign of a ig rand. People, organi-ations, institutions


39/56

involve in any kind of traditional thing in &ndia can take a lesson or two from /aa, that how

marketing can help in reviving the traditional form of things that too with a handsome profit

and one need not to e an American or someone from a developed world to market a product

and lay a claim on it. There has een lot of yoga gurus and they are there today also who can

challenge him in the art of yoga ut there is only one /aa Eamdev the 2oga 5uru turned out

to e a 5reat 4arketing 5uru. And finally look what he is doing, he has taken the

responsiility to ring ack the lack money to the nation and eradicate the corruption from

the country. &t seem that after achieving the leadership position in his form of usiness he

want to diversify to the usiness of politics. There is always a risk of diluting your rand if

you think of entering into a totally different field and /aa has taken that risk. 'is /rand

seems to e in crisis these days and there is a need of second thought to e given to the

diversification. & feel he should have thought of %o!/randing with Anna, this could have

made it easy for him to diversify into the usiness of politics. &t0s still not too late , he must

think strategically on his move and rethink of launching his rand of movement again with

new energy and a new look.

!.5. MARKETING AND NET"ORK OF PATANJALI YOGPEETH

'uman eings are governed y ideas and eliefs. %onsumers of this day no longer uy

merchandise and services ut experiences. 4ass %ustomi-ation is the new paradigm that

replaces old ideology of market segmentation8 an idea which is no longer found suitale for

todayMs turulent markets, changing customer needs and growing product variety. 4ass

customi-ation proactively manages product variety in the environment of rapidly evolving

markets, products and services. This study attempts to study the reasons which have lead to

the phenomenal success of /aa EamdevMs marketing strategy of 4ass customi-ation and

that also in an era of high individual customi-ation.

The dictum of 4ass %ustomi-ation is QAham /rahamasmiQ8 meaning that & am omnipresent

and omnipotent. %atering to the needs of all, irrespective of gender, age, caste, creed, culture,

religion, nationality the potion of mass customi-ation is elieved to work wonders.

%ompanies choose from mainly three value disciplines to frame their value propositionsG

product leadership, operational excellence, and customer intimacy. The product leadership


40/56

discipline leads to the Uest productM value proposition!an assertion that the companyMs

products have the greatest performance impact or experiential impact for its customers. The

operational excellence discipline leads to the Uest total costM id! an assertion that the

comination of the companyMs prices, product reliaility, and hassle!free service is matchless.

The customer familiarity discipline leads to the Uest total solutionM scheme S an assertion that

the company helps its customers identify their exact prolem and the est solution, and then

takes charge of implementing it. /aa Eamdev addresses all the three value disciplines and

he has developed a uni"ue lend of Ayurveda and $edic philosophy to cater to create value

for his customers.

!.$. PRODUCT: INTRODUCING THE VALUE DISCIPLINE

The society in which we live today is a rand! osessed society. 3ame a product or service

and the rands relating to them are inestimale so many that cannot e counted on fingers.

Thus, creating, developing, implementing and maintaining successful rands are fre"uently

at the heart of marketing strategy. 64cCnally,4 . and %hernatony,L. de 7> *uccessful

randing re"uires a strategic perspective 6de %hernatony 7 wherey strong rand

concepts are presented and communicated to target segments resulting in favorale rand

images which reflect the randMs identity 65ardner and Levy 7++, Eeynolds and 5utman

7. This rand of /aa Eamdev has a universal appeal, is sharing and

collaorative, and the customers range hail from all age groups and regions. This /rand is a

result of consistent hard work and carefully and meticulously followed strategy.

The service that /aa Eamdev is selling is the product. To deliver "uality service, it is

essential to understand customersM expectations. To assess the "uality of service, customers

compare their expectations with perceptions of the service providersM performance. 'ence it

ecomes vital for the service providersM to understand and meet consumersM needs and wants.

%ustomer expectations of service can e of two types8 desired service and ade"uate service.

#esired service is the service that a customer desires and expects to get. Whereas an ade"uate

service is one which is the minimal level of service which a customer is willing to accept

ased on his perception of service acceptaility.


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The service that is eing provided y /aa Eamdev is well orchestrating with the desired

service expectations. Patanjali 2ogpeeth, a multi!million rupee venture, EamdevMs dream

project, set as a rival to World 'ealth 1rgani-ation only on the asis of sound service that it

oasts of providing. #ivya 2oga 4andir Trust in 'aridwar, Nttaranchal is armed with all the

latest and most sophisticated gadgets sees a regular stream of devotees who wait to e called

y a doctor in the 1ut Patient #epartment 61P#>. There are forty doctors in the 1P# who

deal with :,;;; people every day. *ome days the dispensary sells medicines worth Es. I,;;;

a minute. And again this can only e possile if the waiting tie is reduced y "uality service.

The amiance of Patanjali 2ogpeeth is world class. %onstructed in almost 7;; acres8 it has

een designed to have uildings, car parks, and a landscape to rival the est of #elhiMs

housing projects. The entire value proposition can e said to e a hard work and the result of

determination of this one man army.

To add to this we know that looking good is everymanMs dream. &n the era when cosmetic

surgery is the order of the day8 getting good looks y just adjusting the way one inhales and

exhales is something everyone would prefer doing. With his deep!seated credence that we all

are a part of eauty conscious world, *wamijiMs uni"ue contriution has een in helping

ordinary people solve their prolems and lead a healthy life through the practice of simple

reathing exercises. The product QpranayamaQ is well suited for all irrespective of class,

creed, culture and hence this success.

!.7. COMPLETE PACKAGE FOR VARIOUS DISEASES

*wami EamdevMs #ivya 4edicines are claimed to e one hundred percent natural, made from

potent hers availale in the 'imalayas and no or very little side effects. They have proven

extremely effective for comating all forms of sickness and disease. Along with these

medicines, *wamiji recommends patients to also adopt the practice of Pranayama, which will

strengthen the immune system and "uicken the healing process. Eamdev /aa opines that

Pranayama 2oga is the complete Ancient &ndian Therapy, which is a 4edical *cience in itself

that cures any Physical or 4ental medical condition completely, without any side effects.

*wami Eamdev has proved and declared on &ndian @ &nternational T$ %hannels,

PATANJALI PROJECT REPORT

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