New sect· of Patanjali households emerging in India: report·

New sect· of Patanjali households emerging in India: report·
Of the 100 million households that Patanjali reaches , 49 million are urban households of which 43 % tend· to buy·Patanjali for at least 3 categories of products
Data from Kantar Worldpanel also shows that Patanjali has high repeat rates, meaning consumers who buy a Patanjali product once are highly likely to come back and buy more of it. Photo: Priyanka Parashar/ Mint

Data from Kantar Worldpanel also shows that Patanjali has high· repeat· rates , meaning consumers who buy·a Patanjali product· once are highly likely to come· back and buy· more of it . Photo: Priyanka Parashar/ Mint

A new sect· of households that swear· by Patanjali products for all their food· , personal and home· care· needs , is emerging in India , according to global consumer· research· firm Kantar Worldpanel .

Of the 100 million households that Patanjali reaches today , 49 million are urban households of which 43 % are termed “Patanjali households” , meaning they buy· Patanjali for at least 3 categories of products according to Worldpanel data .

“The first· time· anybody buys Patanjali , it usually their toothpaste or their soaps , ” said Ramakrishnan K , Country Head of Kantar Worldpanel . However , across homes that use· Patanjali products in India , Kantar Worldpanel found that the number· of grew to 3 from 1.8 the previous year . Patanjali makes and sells 30 products across food· , beverage· , home· and personal care· categories .

Patanjali has been able to build this loyal household following because of a uniform brand· name· , according to Ramakrishnan K , Country Head of Kantar Worldpanel . “The constant· brand· name· across 30 categories helps , as opposed to other companies , ” he said adding that some consumer·packaged goods firms often market individual brands they own without adding the parent’s name· .

Patanjali’s cause· was also been helped along by their exclusive Patanjali stores . “In the Patanjali store· , there are no other brands on the shelves to compete· (for the consumer’s attention) as compared to modern retail where I may have· walked in to get· a particular· shampoo brand· and see· other (shampoo) brands to buy· , as well” Ramakrishnan said , adding however that now the brand· had now built a formidable· presence· in other major sales channels as well including modern retail .

Data from Kantar also shows that Patanjali has high· repeat· rates , meaning consumers who buy· a Patanjali product· once are highly likely to come· back and buy· more of it .

Last year , 65 % of consumers who bought Patanjali’s toothpaste , repeated the purchase· .

That proportion· grew to 80 % this year , according to Worldpanel data . Repeat rates have· also risen for Patanjali shampoo buyers , from 52 % last·year to 58 % this year , and in bar· soaps from 53 % last· year to 64 % this year .

The Baba Ramdev founded Patanjali finished financial year 2016 – 17 with revenue· of over Rs 10 , 000 crore . As per Worldpanel data , Patanjali’s brand· penetration· – meaning the percentage· of total· households that use·the brand· – is at 38 % , reaching 53 % of all urban and 28 % of all rural households .

It has seen the biggest jump· in reach· in its personal care· segment , which includes its biggest and first· brand· Dant Kanti toothpaste . From reaching 24 % households last· year , this now reaches 45 % .

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