Patanjali - paving the way

Patanjali,brain-child of Baba Ramdev,has finally received the acknowledgement of the Goliaths of the FMCG industry.India's Body Shop,Patanjali,has been acknowledged as a predator by most established FMCG firms which are to-day battling with drop in consumer demand and rising input costs.

Hindustan Lever,the largest FMCG firm operating in India saw its volumes grow at the slowest pace in five quarters when it reported its Q 4 earnings recently.Colgate,whose sales grew at the slowest in 44 quarters recently acknowledged the threat of Baba Ramdev's Patanjali to its market share.Brokerages such as Credit Suisse have downgraded Colgate Palmolive to "neutral" as Patanjali's tooth paste has begun eating into its market share.

A year ago, no one thought that Patanjali would make the MNC FMCG giants cower in fear.At best,Patanjali was supposed to knock down Emamis and Daburs of the world,not HUL or Colgate.Most of the FMCGS have not brought high technology to India. The only good thing that they have done is to provide employment to a number of Indians.

'Bravo ' Patanjali.You have just made a beginning.