1

A Competitive Study on Patanjali

Personal Care Products

Summer Training Project Report

Submitted to: Godrej Consumer Products Ltd.

Consumer Insights Team

Submitted by: Sushant Lakshmynarayanan (MMS Marketing)

June 2016

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Background on Patanjali Ayurved Ltd.

• Patanjali Ayurved Limited, located in the industrial area of Haridwar, is the manufacturer of herbal and mineral products.

• According to CLSA and HSBC, Patanjali is the fastest growing and fast-moving consumer company in India. • Patanjali likely to double its revenue to Rs 10,000 crore in FY16 from

Rs 5,000 crore in FY15• The brand is backed by Baba Ramdev which has fuelled belief in the

brand. • The brand has its presence in categories such as personal care, food,

home care, nutrition & supplements and health care. • Its stellar growth has fuelled competition with other FMCG companies

like HUL, Dabur, ITC and P&G.

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Research Objective

• To understand key triggers and barriers to Patanjali personal care products range and chalk out future plans for GCPL accordingly.

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Research Methodology

• Research Design: In-Depth Interviews

• Sample Areas: Mumbai and Lucknow

• No. of Interviews Conducted: 4217 interviews – Mumbai25 interviews - Lucknow

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Patanjali Personal Care Products are as below

Dental Care1) Toothpaste 2) Toothbrush3) Toothpowder

Skin Care1) Body Care2) Face Wash3) Face Pack4) Face Cream5) Foot cream6) Shave Gel7) Scrubs

Toiletries1) Detergent Powder2) Detergent Cake3) Hand Wash4) Soaps

Hair Care1) Shampoo2) Hair oil3) Conditioner4) Mehendi

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Categories Explored in this Study

Dental Care• Toothpaste

Skin Care• Face Wash• Bathing Soap

Hair Care• Shampoo • Hair oil• Conditioner• Mehendi

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In-Depth Interviews Toothpaste Face Wash Soaps Shampoos Hair oil Conditioner Mehendi

Users- 2Aware non trialist-1

Users- 2Aware non trialist-1

Users- 2Aware non trialist-1

User- 1Aware non trialist-1

User- 1Aware non trialist-1

User- 1Aware non trialist-1

User- 1Aware non trialist-1

TOTAL MUMBAI INTERVIEWS – 17Toothpaste Face Wash Soaps Shampoo Hair oil Conditioner Mehendi

Users- 2Aware non trialists-2

Users- 2Aware non trialists-2

Users- 2Aware non trialists-2

Users- 2Aware non trialists-2

Users- 2Aware non trialists-2

User- 1Aware non trialist-1

Users- 2Aware non trialist-1

TOTAL LUCKNOW INTERVIEWS – 25

Research Profile

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Decoding the findings

Way Forward: Recommendations

Decoding Hair Care

Decoding Skin Care

Decoding Dental Care

Understanding Patanjali

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Section 1

Understanding Patanjali

Patanjali - Awareness / Triggers and Barriers

• Patanjali has made its presence felt throughWord of mouth publicityTV adsPrint ads

Swadeshi Advantage: The swadeshi movement Patanjali has started has helped gain trust and confidence among its users.Brand Ambassador: Patanjali solely works on Baba Ramdev’ as he is a renowned name in yoga space.

Ayurvedic Ingredients: With no chemicals added in their products patanjali emerged as a winner among users.Value for money: Patanjali products are very much affordable to the Indian consumer.

Lack of Availability: The weak distribution network and not enough tie ups with kirana stores is one major problem.

Trust factor: Since it’s a newer brand and its in the news due to extensive media coverage, the trust factor is missing among aware non trialists.

Triggers

Barriers

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Dental Care

SECTION 2

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Spontaneous Associations with Dental Care• Brushing teeth daily• No bad breath• Strong & healthy teeth• No cavity• No gum problems• Dental check up

Going to the dentist once a month for clean up.User Mumbai)

Brushing the teeth is the basic hygiene which everyone follows. User Lucknow)

Proper dental care will help reduce cavity and gum bleed. Aware Non Trialist Mumbai)

Sign of bad breath indicates that one is not taking care of his/her teeth. Aware Non Trialist Lucknow)

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Products & Practices for Dental Care

• Toothpaste• Used for brushing twice daily• Needed to remove bacteria, food particles and have fresh breath

• Mouthwash (smokers)• Used post brushing one’s teeth• Aids in increasing freshness – considered to have a longer lasting & stronger freshness as

compared to toothpastes

• Mint (smokers)• Carried on oneself• Consumed post smoking to get rid of bad breath

I use listerine twice a week after brushing teeth it adds to the fresh breath. User Mumbai)

I carry a mint along with me to avoid bad breath.User Mumbai)

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Dental Care Needs

No gum bleeding

No cavity/tooth decay

No bad breath

Removing germs

REMOVING GERMS:• Germs arise of

tartar and food particles which gets stuck in your teeth

• It is critical to remove them to avoid tooth decay.NO CAVITY/TOOTH

DECAY:• Leads to tooth

decay due to bacteria

• It changes the color of the tooth to black

NO BAD BREATH:• Gives an

unpleasant odor.• It’s a clear

example of lack of oral hygiene.

NO GUM BLEEDING:• Gums become

weak.• This leads to

bleeding of gums

Dental care is to protect oneself from cavity and tooth decay. User Mumbai)

Getting rid of germs and ensuring there is no bad breath. User Mumbai)

It should be seen that there is no gum bleeding. Aware Non Trialist Mumbai)

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Decoding Toothpaste

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Spontaneous Associations with Toothpaste

Regularly brushing teethNo gum bleedWhiteningFresh flavorNo sensitivity

Toothpaste Usage Habits• Twice a day

Morning after waking up.Night before going to bed.

Brushing teeth regularly using a proper toothpaste. (User Mumbai

It should help in stopping gum bleeding. (User Lucknow

It should take care of sensitivity. (Aware non trialist Mumbai

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Toothpaste Needs

Addresses sensitivity

Reduces gum bleeding

Fights cavity

Fresh breath

Removing germs

FRESH BREATH:• Toothpaste

should get rid of bad breath.

• It should fight germs and other bacteria.

FIGHTS CAVITY:• It protects from

cavity/tooth decay.

• It is caused by bacteria causing germs.

GUM BLEEDING:• The toothpaste

ingredients address the problems of gum bleeding.

• Making them stronger

SENSITIVITY:• It should address

the problems of sensitivity.

• Sensitivity is caused when one eats something hot or cold.

REMOVING GERMS:• It should help

remove germ causing bacteria off teeth.

Post understanding the dental care needs, let us look

at how the Patanjali users perceived the brands they

were using before…

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What works

What does not work

Brand Names Working Not WorkingColgate Active Salt Salt ingredients gave a

good finish to teeth enamel

• Produced more foam• Due to high

amount of chemicals

• Did not address gum bleeding

• Does not have an appealing taste

Pepsodent Keeps the mouth fresh • Problem of gum bleeding never stopped led to frequent visits to the dentist

Given these positives and negatives, let us understand how consumers have decoded Patanjali toothpaste…

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Understanding Patanjali Dant Kanti

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Spontaneous Associations with Patanjali Dant Kanti

• Baba Ramdev• Goodness of ayurveda i.e. neem & pudina • No chemicals• Reasonably priced

Patanjali works on the term Swadeshi. (User Lucknow

You start to believe the product when you know its ayurvedic. (User Mumbai

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Key Triggers for buying Patanjali Dant Kanti

Users TriggersMumbai • Dentist Recommendation

• Gum bleeding was a major problem so dentist recommended to try out Dant Kanti since it is ayurvedic.

Lucknow • Strong belief in Ayurveda• Ayurvedic products are

genuine and more effective. Patanjali sources directly from their factory in Haridwar to their distributors.

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The Dental Needs Addressed through Patanjali Dant Kanti

Addresses sensitivity

Reduces gum bleeding

Fights cavity

Fresh breath√

√

√

√

Note: Patanjali Dant Kanti effectively addresses the above needs.

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To Sum Up the Toothpaste category… Brand Name Positives NegativesPatanjali Dant Kanti • Ayurvedic

ingredients• Gives fresh

breath• Helps

addressing gum bleeding, tooth decay well.

• Lack of availability

Colgate Active Salt • Easily available

• Cleans the teeth well

• Gives fresh breath

• High on chemicals• Did not address the

problems of gum bleeding and sensitivity.

Pepsodent • It kept bad breath away

• Has a good taste

• Produces foam• Does not address

major concerns like gum bleeding and sensitivity.

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2. Skin Care

SECTION 3

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I. Facial Skin

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Spontaneous Associations with Facial Skin

• Healthy skin• No dark spots• No oily skin• No dryness

Skin should breathe like a healthy human being. User Mumbai)

It should be free from dark spots and pimples.Aware Non Trialist Lucknow)

Facial skin should look and feel fresh. Aware Non Tralist Mumbai)

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Products & Practices for Facial Skin

• Face wash• Used twice a day• Used for removing oil and dirt off skin

• Bathing soap• Used twice a day• Helps in cleansing the body and keep one fresh.

• Sunscreen lotion• Used while travelling during summer• Helps in protecting from sun I apply sunscreen

during summer during afternoon. User Mumbai)

I go to spa once in 2 months for facial. This is only when I have to attend family function or any other occasion. Aware Non Trialist Mumbai)

I use bathing soap for both body and skin. I only use face wash before going out. User Lucknow)

Facial Skin Care Needs

No dryness/itchiness

No oily skin

No pimples/acne

Clear skin

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CLEAR SKIN:• Face should be

clean and clear• It should be

free from spots

NO DRYNESS/ITCHINESS• Gives a discomfort to

the skin• During winter, skin

becomes dry which leads to itchiness.

NO OILY SKIN• Occurs due to

sweat / and diet• Tends to give rise

to acne / pimples

Dryness and itchiness adds to scars due to constant scratching. (User Mumbai

Face should be free from acne/pimples. (User Mumbai

NO PIMPLES/ACNE:• Pimples are

caused due to poor diet, hygiene.

• Acne is caused due to oily skin

Face should look vibrant and fresh. (User Lucknow

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Decoding Face wash

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Spontaneous Associations with Face Wash

• Makes skin smooth• Fresh and active• Removes dirt and oil• Gives a youthful look to the skin• Helps in removing acne and pimple off skin.

Face Wash UsageUsage: Twice or thrice a day

• After waking up in the morning• While travelling • In the evening after coming

back from office(working) or after doing household chores(housewives)

It removes dirt and oil off skin makes it look fresh and active. User Mumbai)

Smoothens the skin and leaves a shine. (Aware non trialist mumbai

Helps in removing pimples and acne off skin. User Lucknow)

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Face Wash Needs

Youthful look

Smooth & clean

Removes acne and pimple

Removes oil and dirt off skin

REMOVES OIL AND DIRT:• Face wash

needs to remove bacteria which causes oil and dirt

REMOVES ACNE AND PIMPLE:• Acne and

pimple are caused due to heat leads to oil accumulation on face.

• Face wash needs to address these problem well.

SMOOTH & CLEAN:• Post applying

face wash, Skin should feel smooth and clean.

YOUTHFUL LOOK:• Face wash gives

youthful look to the skin.

• Expecting some anti ageing properties.

Post understanding the facial skin care needs, let us look at how the Patanjali users perceived the brands they were using

before…

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Brand Names Working Not working

Himalaya Neem Face wash

• Presence of herbal ingredients like neem

• Helped keep the skin neat & clean

• Does not have an effect on oily skin

• Does not work on reducing pimples & acne

Clean n Clear Foaming Face wash

• Keeps the skin fresh and clean• Works well for acne and pimple

removal• Easy to carry

• Does not work effectively on dry skin

Given these positives and negatives, let us understand how consumers have decoded

Patanjali face wash…

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Understanding Patanjali Face Wash

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Spontaneous Associations with Patanjali Face Wash

• Neem and tulsi extracts works well on skin• Keeps the skin clean and fresh• Removes dirt and oil• Nice fragrance• Reduces acne and pimple problems

Patanjali face wash makes the skin radiant and refreshed User Mumbai)

Removes dirt and oil off the skin. User Lucknow)

The face wash ingredients work well on the facial skinUser Lucknow)

Key Triggers for buying Patanjali Face wash

Users TriggersMumbai • Medical Reasons:

• He used to get scars on his skin due to allergic food reaction. Post which, his doctor recommended him to try out the face wash.

Lucknow • TV ads • Baba Ramdev’s yoga

program on Aastha channel

Variants users are currently using: • Aloevera Gel• Lemon Honey Face wash• Neem Tulsi Face wash

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The Facial Skin Needs Addressed through Patanjali Face wash

Skin looks smooth &

clean

Youthful look

Skin looks smooth & clean

Removes acne and pimple

Removes oil and dirt off

skin√

√

√

Note: Patanjali Face wash successfully addresses the above problems except for the youthful look as Patanjali face wash does not guarantee that.

=

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To Sum Up the Face wash category…

Brand Names Positives NegativesPatanjali Face wash • Affordable

• Skin feels smooth and clean• Helps reduce pimple and acne

• Color not appealing. • Skin feels dry post 4-5 hours

of use

Himalaya Neem Face wash • Presence of tulsi• Keeps the face neat and clean

• Did not address pimple problems

Clean n Clear Foaming Face wash

• Helps keep skin oil free• Good fragrance• Comes in small size• Easily available

• Did not address acne and pimple problems

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II. Body Skin

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Spontaneous Associations with Body Skin

• Healthy Lifestyle• Bathing Soap• Sun Protection• Body Lotion

Having a proper diet and eating healthy food and proper lifestyle is important. (User Mumbai

Applying sunscreen during summers help fighting skin infection. (Aware Non Trialist Mumbai

Applying body lotion during winters helps preventing dry skin. (User Lucknow

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Products & Practices for Body Skin

• Bathing soap• Uses bathing soap for both body and skin

• Body lotion• The skin gets dry and rough during winters, so to reduce it body lotion works effectively.

• Sunscreen• Sunscreen helps protecting from dark patches on skin caused by excess heat in summer.

Bathing soap helps in keeping the body clean and refreshed. (User Mumbai

Body lotion helps reduces itchiness caused during winters. (Aware Non Trialist Lucknow

Sunscreen provide sun protection during summer heat. (User Lucknow

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Body Skin Care Needs

No dryness or itchiness

No skin rashes

Clean skin

Body skin should be clean and free from scars. (User Lucknow

No dryness or itchy skin. (Aware Non Trialist Mumbai

NO SKIN RASHES:• Skin rashes are

caused by various reactions to the body.

• Mostly caused due to heat.

CLEAN SKIN:• Well maintained

& glowing• Should be free

from,• Skin rashes• Heat marks

NO DRYNESS/ITCHINESS• Dryness• Caused during

winters as skin becomes dry

• Itchiness• Caused by

sweating during excess heat in summer.

There should be no rashes on skin especially during summer. (User Mumbai

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Decoding Bathing Soap

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• Spontaneous Associations with Bathing Soap• Ayurvedic Ingredients (users) • Good fragrance• Long lasting effect• Lathers up well

• Bathing Soap Usage HabitsUsage

• Twice or thrice a day.• For morning bath• In the afternoon during summer

due to excess heat. (sometimes)• In the evening after coming back

from work or after doing household chores.

A creamy texture to the soap lathers up well. (User Mumbai

A bathing soap with good fragrance gives a long lasting effect. (Aware Non Trialist Mumbai

Bathing soap should be ayurvedic and it should have a good fragrance. (User Lucknow

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Bathing Soap Needs

Makes one feel refreshed

Softens the skin

Reduces skin problems

Cleansing the body

CLEANSES THE BODY:• Bathing soap

should remove dirt and other harmful particles off your body

• Making the skin clean

REDUCES SKIN PROBLEMS:• It should help

reduce skin problems• Skin rashes• Heat marks

SOFTENS THE SKIN:• Daily use of

bathing soap should help in making the skin soft & smooth.

MAKES ONE FEEL REFRESHED:• Bathing soap needs

to make one feel refreshed post bath/shower.

Post understanding the body skin care needs, let us look at how the Patanjali users perceived the brands they were using

before…

Brand Names Working Not workingLux • Refreshing fragrance

• Presence of many variants• Too much chemicals• It dries out the skin• Size of the soap shrinks within a

week of useGodrej No.1 • Does very good job of cleansing

• Skin feels soft• Good fragrance• Lathers up well

• Does not work on dry skin• Leaves a white mark after

scratching the skin surface

Dove • Perfume like fragrance• Smooth texture• Lathers up well

• It is very expensive• It does not have a lasting effect

on dry skin

Given these positives and negatives, let us understand how consumers have decoded

Patanjali bathing soap…

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Understanding Patanjali Bathing Soap

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Spontaneous Associations with Patanjali Bathing Soap

• Herbal ingredients• Light fragrance• Makes the skin smooth• Helps in dry skin

Patanjali soap is full of herbal ingredients which solves major skin problems like dry skin, dirt and oil. (User Mumbai

Patanjali Rose kanti has a light fragrance does not have any chemicals. (User Mumbai

This soap is priced well considering its herbal ingredients and other benefits. (User Lucknow

Key Triggers for Patanjali Bathing Soap

Users Triggers

Mumbai The crowd at Big Bazaar where they have a separate kiosk of Patanjali products caught attention of the user from there he bought the soap as well.

Lucknow She first used it on a trial basis, it gave good results since then she’s been using it

Patanjali Soap variants users are currently using are as follows:• Patanjali Aloe Vera Kanti• Patanjali Neem Kanti• Patanjali Rose Kanti

Body Skin Needs Addressed through Patanjali Bathing Soap

Makes one feel refreshed

Softens the skin

Reduces skin problems

Cleansing the body

√

√

√

√

Note: Patanjali bathing soap successfully addresses the above needs

To sum the bathing soap category…Brand Names Positives NegativesPatanjali Bathing Soap • Pure herbal

• Affordable• Gives a good freshness• Natural fragrance• Aloe vera soap gives a cooling effect• Helps reduce dryness, itchiness and

skin problems like rashes.

• Availability issue• Packaging not appealing

Lux • Gives a good fragrance• Skin feels fresh• Easily available• Variants

• High amount of chemicals• Freshness does not last long

Godrej No.1 • Cleansing process was good• Had a nice fragrance• Easily available• Presence of variants

• Does not work on dry skin• Leaves a white mark after scratching

skin surface

Dove • Has a perfume like fragrance• Smooth texture• Lathers up well

• Too expensive• Does not have a lasting effect on dry

skin

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3. Hair Care

SECTION 4

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Spontaneous Associations with Hair Care• Long and strong hair• Jet black hair• Silky and smooth• No hair fall• No dandruff

Hair should be long, strong and jet black (User Mumbai

Hair should be free from hair fall and dandruff. (User Lucknow

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Products and Practices for Hair Care• Hair oil

• Used to reduce dryness of hair.• Helps in adding shine to the hair

• Shampoo• Used after massaging the hair with hair oil• Helps in cleansing the hair

• Hair Conditioner• Helps in smoothening the hair.• Used during certain occasions like parties. (men & women)

Proper use of hair oil helps get rid of dry hair. (User Mumbai

Shampoo post applying hair oil helps cleanse the hair effectively. (Aware Non Trialist Mumbai

Post shampoo use, conditioner adds shine and smoothens the hair (User Mumbai.

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Smooth and silky hair

More volume

No dandruff

No hair fall

Hair Care Needs

NO HAIR FALL:• Rapidly losing hair

caused by• Dry hair• Excess use of

chemicals

NO DANDRUFF:• Greasy patches

found in the hair• It is mainly caused

due to dry skin

MORE VOLUME:• Hair should be thick.• It should not be

prone to breakage, hair fall.

SMOOTH & SILKY HAIR:• Hair should be free

from split ends and roughness.

• Proper practices w.r.t. ones hair care. Proper use of oil, shampoo and conditioner.

Hair should be silky and smooth with more volume. (User Lucknow

A proper shampoo helps reduce dandruff and hair fall. (Aware non trialist Mumbai

Hair should be thick with no hair fall problems. (User Mumbai

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Decoding Shampoo

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Spontaneous Associations with ShampooShampoo brand

Long luscious hair

Its like a medicine for hair

Shampoo Usage Habits• Twice a weekAfter waking up in the morningDuring the evening before going

out.

Just as we take meds to improve our health, the same way shampoo acts as a medicine to our hair. (User Lucknow

The brand which I am currently using strikes my mind. (User Mumbai

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Shampoo Needs

Adds shine

No dandruff

No hair fall

NO HAIR FALL:• Dry hair

causes hair fall.

• Shampoo helps reducing hair fall.

NO DANDRUFF:• Dandruff is

caused by flaky scalp

• Shampoo helps addressing the problem well.

ADDS SHINE:• Shampoo helps in

adding shine to the hair.• Hair feels bouncy and

light.

Brand Names Working Not workingPantene Hair Fall Control Shampoo

• Has a good fragrance• Keeps the hair clean from oil

and dirt

• Too high on chemicals• Does not address to hair fall

problem

Clinic All Clear Anti Dandruff Shampoo

• Shampoo has a good fragrance• Makes hair smooth and soft• Works well for hair fall control

• Too much use of chemicals might harm the hair in future

Vatika Root Strengthening Shampoo

• Shampoo has natural ingredients like henna and olive.

• Works well on dry and rough hair.

• Does not have a lasting effect on hair fall

Given these positives and negatives, let us understand how consumers have decoded

Patanjali shampoo…

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Understanding Patanjali Shampoo

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Spontaneous Associations with Patanjali Shampoo

• Natural product• No harmful chemicals• Reduces hair fall • Helps in addressing dandruff problem

It has helped solve my problems with hair fall and dandruff problem. (User Lucknow

The shampoo is made out of natural ingredients and no harmful chemicals. (User Mumbai

Key Triggers for Patanjali Shampoo

Users Triggers

Mumbai • As per the positive word of mouth she got from her mother and friends she started using it.

• The products are good for daily care as it requires low dosage Lucknow • Kirana store owner recommended her to buy patanjali shampoo

Adds shine

No dandruff

No hair fall√

√

√

Note: Patanjali Kesh Kanti effectively addresses the above needs

Hair Care Needs Addressed through Patanjali Kesh Kanti

To sum the shampoo category…Brand Names Positives NegativesPatanjali Kesh Kanti • Smooth texture

• Lathers well• Works well with dry hair• Does not cause itchiness• Post use, shampoo effect stays

for a day

• Does not give a silky feel to hair• Shampoo color unappealing

Pantene Hair Fall Control Shampoo • Has a good fragrance• Keeps the hair clean from oil

and dirt

• Too high on chemicals• Does not address to hair fall

problem

Clinic All Clear Anti Dandruff Shampoo

• Shampoo has a good fragrance• Makes hair smooth and soft• Works well for hair fall control

• Too much use of chemicals might harm the hair in future

Vatika Root Strengthening Shampoo

• Shampoo has natural ingredients like henna and olive.

• Works well on dry and rough hair.

• Does not have a lasting effect on hair fall

67

Decoding Hair Conditioner

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Spontaneous Associations with Hair Conditioner • Hair feels smooth and silky• Affordable• Reduces split ends

Hair Conditioner Usage Usage: • Only during occasions like parties or

family function (Women)• Only if a need arises once in 2

weeks

Helps add shine to the hair post shampoo use. (Aware Non-Trialist Mumbai

It helps reduce split ends. (User Mumbai

69

Hair Conditioner Needs

Adds shine

Reduces split ends

Strengthens the hair

STRENGTHENS THE HAIR:• It should help

strengthening the roots of the hair post shampoo use.

REDUCES SPLIT ENDS:• Post application of

shampoo, conditioner should reduce split ends.

ADDS SHINE:• It should add

shine & elegance to the hair.

Let us look at how the Patanjali users perceived the brands they were using before…

Brand Names Working Not working

Sunsilk Black Shine • Nice fragrance• Adds shine to the hair• Hair feels light

• High amount of chemicals

TRESemmé • Worked well on rough hair• Leaves a good fragrance

• High on chemicals• Not suitable for all hair

typesDove Hair Conditioner • Makes hair soft

• Reduces split ends• Does not work on hair

breakage• Hands feel sticky after

wash

Given these positives and negatives, let us understand how consumers have decoded Patanjali

hair conditioner…

72

Understanding Patanjali Hair Conditioner

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Spontaneous Associations with Patanjali Hair Conditioner • No chemicals• Hair feels smooth and silky• Helps repair damaged hair• Reduces split ends

Patanjali hair conditioner makes the hair smooth and silky after using shampoo. (User Mumbai

It helps in nourishing the hair. (User LucknowIt helps reduce split

ends and breakage. (User Lucknow

Key Triggers for Patanjali Hair Conditioner

Users Key Triggers

Mumbai • Chemical based products left a bad effect on her hair• Which is why she choose to switch to Patanjali due to its herbal

ingredients.

Lucknow • He is an ardent follower of Baba Ramdev.• Ever since the brand was launched he is been using most of his

products.

Patanjali Hair Conditioner variants users are currently using as follows:• Kesh Kanti Anti Dandruff Cleanser• Kesh Kanti Milk Protein Hair Cleanser• Kesh Kanti Natural

Hair Care Needs Addressed through Patanjali Hair Conditioner

Adds shine

Reduces split ends

Strengthens the

hair √

√

√

Note: Patanjali Hair Conditioner addresses the above problems effectively.

To sum up hair conditioner category..

Brand Names Positives NegativesPatanjali Hair Conditioner • Herbal ingredients

• Hair feels soft and shiny• Reduces hair fall• Reduces Split ends

• Color of the conditioner• Unappealing fragrance

Sunsilk Black Shine • Nice fragrance• Adds shine to the hair• Hair feels light

• High amount of chemicals

TREsemme • Worked well on rough hair• Leaves a good fragrance

• High on chemicals• Not suitable for all hair types

Dove Hair Conditioner • Makes hair soft• Reduces split ends

• Does not work on hair breakage• Hands feel sticky after wash

77

Decoding Hair oil

78

Spontaneous Associations with Hair oil• Strengthening the roots of the hair• Helps in reducing hair fall• Adds shine• Protects from dryness and roughness.

Hair oil Usage Habits Usage: Twice a week

• Before going to bed (Women)• While going out for work,

function etc.

Hair is a crowning glory and in order to maintain that hair oil is a must. (User Mumbai

It helps in nourishing as well as adding shine to the hair. (User Lucknow

Hair oil helps protects from dryness and roughness. (Aware Non Trialist Lucknow

79

Hair oil needs

Adds shine

Relieves from headache

Prevents from dryness

Enhances hair growth

ENHANCES HAIR GROWTH:• Hair oil should

enhance hair growth due to its• Natural

ingredients• It should keep the

roots of the hair strong.

HEADACHE RELIEF:• It acts as a

stress buster.• Massaging the

hair with oil before sleep should work well in relieving headaches.

PREVENTS HAIR FROM DRYNESS:• Dry hair occurs

when not using hair oil.

• Applying warm hair oil helps get rid of dry hair.

ADDS SHINE:• Just like

conditioner, hair oil adds shine to the hair

Brand Names Working Not WorkingParachute Hair oil • Coconut smell

• Makes hair smooth and shiny• Easily Available• Available in different sizes• Affordable

• Oil feels heavy on the head due to the texture of the oil

Bajaj Almond Drops • Hair feels soft• Good fragrance• Affordable price

• Glass bottle leads to breakage

Dabur Amla • Natural hair oil without chemicals

• Hair feels cool

• Strong smell

Given these positives and negatives, let us understand how consumers have decoded Patanjali hair oil…

81

Understanding Patanjali Hair oil

82

Spontaneous Associations with Patanjali Hair oil

• Herbal product• Hair feels light• Relieves from headaches• Non sticky on hands

Hair feels light and does not give headaches. (User Lucknow

The herbal ingredients works well on my hair. (User Mumbai

Does not leave the hand sticky post usage. (User Mumbai

Key Triggers for Patanjali Hair oil

Users TriggersMumbai • Her mother in law recommended her to try the product

as she had major concerns with hair fall.

Lucknow • A newly opened Patanjali store near his locality caught his attention.

Hair Care Needs Addressed through Patanjali Hair oil

Adds shine

Relieves from headache

Prevents from dryness

Enhances hair

growth

Note: Patanjali Hair oil addresses above problems effectively

√

√

√

√

To sum up hair oil category..

Brand Names Positives NegativesPatanjali Hair oil • Works well in moisturizing the

hair• Non sticky• Gives relief from headaches

• Availability issue• Strong fragrance

Parachute Coconut oil • Easily available • Coconut smell• Makes hair smooth and shiny• Available in different sizes• Affordable

• Heavy in usage

Bajaj Almond oil • Hair feels soft• Good fragrance• Affordable price

• Glass bottle leads to breakage

Dabur Amla • Natural hair oil without chemicals

• Hair feels cool

• Strong smell

86

Decoding Mehendi

87

• Spontaneous Associations with Mehendi• Herbal ingredients• No chemicals• Presence of amla

• Mehendi Usage• Once a month• While going out for some party

or function

Mehendi should contain herbal ingredients. (User Mumbai

Amla helps in strengthening the hair. (User Lucknow

88

Mehendi Needs

Cooling effect

Makes hair soft and shiny

Reduces grey hair

COOLING EFFECT:• Mehendi gives a

cooling effect to the head.

• In order to get the cooling effect, mehendi is left for sometime post application.

REDUCES GREY HAIR:• Mehendi helps reducing

grey hair.• It makes the person look

younger.

MAKES HAIR SOFT AND SHINY:• It has similar properties of

hair conditioner.• Adding shine to the hair

Brand Names Working Not workingGodrej Nupur • Easily available

• Affordable• Gives volume to the hair

• Leaves the scalp itchy and dry

Ayur Rajasthani Henna • Inexpensive• Nice smell• Works well on the hair texture

• No ingredients mentioned on the pack

Given these positives and negatives, let us understand how consumers have decoded

Patanjali mehendi…

90

Understanding Patanjali Mehendi

91

Spontaneous Associations with Patanjali Mehendi

• Adds colour

• No grey hair

• Pure ayurvedic

• Soft and smooth hair

Mehendi helps add color to the hair. (User Mumbai

It helps reduce grey hair. (Aware Non Trialist Mumbai

Key Triggers for Patanjali Mehendi

Users Triggers

Mumbai • The user has a bungalow in Solapur wherein the Patanjali store is attached right below.

• From there he gets most of the products including mehendi.

Lucknow • He first started using ubtan it’s a face pack and also face wash.

• Then he bought the mehendi to reduce his hair fall problem

Hair care needs addressed through Patanjali Mehendi

Cooling effect√

Makes hair soft and shiny√

Reduces grey hair√

Note: Patanjali Mehendi addresses the above hair care needs effectively.

To sum up the category mehendi..

Brand Names Positives NegativesPatanjali Mehendi • No hair fall

• Doesn’t leave the hair dry• Gives a cooling effect

• Availability issue

Godrej Nupur • Easily available• Affordable• Gives volume to the hair

• Leaves the scalp itchy and dry

Ayur Rajasthani Mehendi • Inexpensive• Nice smell• Works well on the hair texture

• No ingredients mentioned on the pack

WAY FORWARD

96

Way Forward: Recommendations

• Given our portfolio, the products which can counter the sales of Patanjali in personal care segment are:

Godrej No.1: The brand is present in the skin care space can we look at leveraging it further therefore?• Body lotion: As demand for body lotions are quite high during winter. It would be recommended

that Godrej introduces body lotion in different variants.• Face pack: Introducing face pack in different variants namely neem, rose and multani. As these

variants in Patanjali are selling in high numbers.

Nupur : Given its presence in the hair care space could we look at offerings akin / better than that of Patanjali? • Introduce new products in Godrej Nupur focusing mainly on the herbal category.

• Hair oil• Shampoo• Conditioner

97

Patanjali Users Shopping Preference

80%

15% 5%

Percentage of Patanjali users(qualitative indicator)Patanjali Store Supermarkets like Big Bazar, D-mart Kirana store

Appendix

98

THANK YOU!

- A report by Sushant Lakshmynarayanan -