Patanjali Ayurved, an FMCG upstart that caught the imagination of Indians by disrupting the FMCG sector, seems to be running out of steam
Image: Adnan Abidi/ Reuters
FMCG giant Patanjali has slipped down in the top ten roster of the biggest television advertisers, according to latest industry data. Patanjali slipped to number 9 in the top 10 list in January-May 2018, down from number 3 in the same period last year, according to AdEx India, a division of TAM Media Research.
It’s MNC rivals have either maintained their tempo or pulled up their advertising socks –Hindustan Unilever, Cadburys India, Colgate Palmolive, P&G, have largely maintained their places on the list. In fact, ITC which was on number 10 last year in the top ten list, has climbed to the fourth spot in the top 10 list.
While HUL continues to maintain its hold at the top, Procter & Gamble--the makers of Pantene shampoo--has climbed one place to become the sixth biggest advertiser. Colgate Palmolive continues to be the fifth largest FMCG brand in terms of advertising.
Patanjali Ayurved, an FMCG upstart that caught the imagination of Indians by disrupting the FMCG sector, seems to be running out of steam. Though it did live up to its aggressive billing and intent by crossing Rs 10,000-crore revenue mark in financial year 2017, the topline has stagnated in the March-ended 2018 fiscal.
Advertising moolah spent by a company, reckon marketing experts, is a potent indicator of its aggressive intent to scale and maintain market leadership. Though it has no direct correlation with sales, when backed by a promising product, advertising can do wonders to the top line.