For time immemorial we have been surrounded by global giants like Colgate and Unilever; and we certainly did surrender to its impressive line-up of products that took charge of our daily routine. When brands like Lux, Colgate, Parachute and Lifebuoy stood rock solid as actions by themselves (just like how every Indian gets a Xerox done instead of photocopying); a ‘yog-guru’ steps in!
At a time when going to the gym was more of a status symbol (so not everybody could afford it) than health benefit; he laid Yoga on a platter as a solution to many health challenges.
A phenomenon engulfed the FMCG market where the country witnessed a one of its kind traction that was a first even for industry veterans. What further left the specialists aghast was the fact that not only did a meagre start-up rolled out its product range in - health care, hair care, dental care, toiletries, food and more; but also forayed, took off and swept the market at a breath taking speed. Having taken off minus an army of MBA graduates, market analysts or even formally educated aegis; we all wonder the secret behind this meteoric rise and rise of Baba’s exceptional growth trajectory.
For one, even if unplanned, he did smash the hammer when the iron was red hot! India was being westernized for many decades and western food and lifestyle influences were making our lives sedentary. At a time when going to the gym was more of a status symbol (so not everybody could afford it) than health benefit; he laid Yoga on a platter as a solution to many health challenges. Embracing a massy approach through TV channels and ‘yog shivirs’; the age old tradition and art form of India, Yoga, became a house hold routine. As much as anyone would deny it, this definitely was a significant move that helped establish the brand trust it enjoys today.
Secondly, what was even more amazing that beyond its flagship Ayurvedic products, the brand did not innovate; but simply created products that people were already using. They instead provided a ‘natural and pure’ proposition that settled in the mind-sets of its audiences. With a strong association with ‘health’ and a yog-guru legacy to trust; the brand is now playing havoc in the minds of its competitors with its unconventional ways. It’s hysterical and leading players definitely have a reason to worry because the products have invited brand-loyal and not price-sensitive customers.
There is a sense of patriotism attached to using ‘swadeshi’ products and not letting MNCs gulp the consumers’ hard earned money.
Also adding heritage value to the brand was a masterstroke. There is a sense of patriotism attached to using ‘swadeshi’ products and not letting MNCs gulp the consumers’ hard earned money. The sentiment of ‘ancient’ holds value to Indian consumer behaviour who finds solace and a refuge of authenticity in using herbal products that were used by previous generations. Encompassing ethics and economics in one stroke, it’s impressive to see a home grown brand battle modern anxieties of today’s consumers.
To be honest, I am proud to be part of this latest revolution that’s deep rooted in the ancient medicinal history of India. Its varied range of products are a superlative amalgamation of herbal ingredients infused in day-day essentials. Without me sounding like the brand’s advocate, I am a satisfied consumer of the brand and its offerings. Who needs the intervention of chemicals when Baba has chemical-free solutions to it!
On the aside, will the brand continue its growth pace and prove to be a dark horse in the race? Well, we all are here watching and excited about it!
