Baba Ramdev’s Patanjali has seen a soaring growth in the past few years. A company that started as a small pharmacy brand with limited number of Arogya Kendras and Chikitsalayas in 1997 has come a long way to become one of the biggest FMCG brands of the country. The journey of the company that now sells more than two dozen mainstream FMCG products has been a commendable one, particularly in the last five years.
The swift rise of its revenue to more than Rs.10500 crore in financial year 2017 from a mere Rs.1000 crore in 2013 has made Patanjali Ayurved, the third largest FMCG brand in terms of revenue, only after ITC and Hindustan Unilever Limited. The two men behind the meteoric success of the company- Baba Ramdev and Acharya Balkrishna are now known to the world.
But the fact there is one more person who owes a huge chunk of credit of Patanjali Ayurved’s success is hardly known. Also unknown is the fact that the idea of selling Patanjali products through such a wide retail network that it now owns was not even conceived by Baba Ramdev and Acharya Balkrishna until they met Aditya Pittie.
A young entrepreneur, Aditya Pittie is the CEO of the Pittie Group, a company that started in 1991 and has ventured into real estate, television channel Shubh TV and is also a major stakeholder of frozen yogurt chain Yogurtbay. Aditya’s father Krishnakumar Pittie has been a follower of Baba Ramdev for more than a decade now and introduced Aditya to him.
When Baba Ramdev met the 30-year old Aditya, an alumnus of the King’s College London nearly four years ago, little did he know that the dynamic businessman would take his word-of-mouth brand to almost each and every household of the country through a supply chain network of more than 10,000 stores.
“My father had known Swamiji and Acharyaji (Patanjali CEO Acharya Balkrishna) for almost eight to nine years. When I proposed a structure to build a supply-chain network with a singlewindow service to Patanjali for the entire organised channel, Swamiji merely took three to four minutes to agree.”
It was only after Patanjali Ayurved’s association with the Pittie Group that it could enter the mainstream FMCG market with a bang. Through the franchise-based stores, it reached consumers with its products that are priced lower and carried the perception that they are more natural.
Talking about how well Pittie took on the challenge given by Baba Ramdev, Acharya Balkrishna says,
“He did take time initially but has soon contributed significantly that gives us the confidence to hand over additional responsibilities. He is a hard worker, earnest and understands what Patanjali stands for.”
Over all these years, Patanjali Ayurved has become one of the favorite brands of Indian consumers who love buying its products as they find them cheaper and more natural than others present in the market. And, there is no denying that Aditya Pittie is the man who played a notable role in pushing Patanjali Ayurved to the position at which it is today.