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data-ibeat_channel="ET Bureau"><input id="article_title" type="hidden"
value="Aditya Pittie, the man who owns a slice of Patanjali’s success"><input
id="article_syn" type="hidden" value="While Patanjali had a meteoric rise to a Rs
revenues surge to Rs 1,200 cr."><input id="article_seo" type="hidden"
value="industry/services/retail/aditya-pittie-the-man-who-owns-a-slice-of-
patanjalis-success"><h1 class="clearfix title">Aditya Pittie, the man who owns a
slice of Patanjali’s success</h1><div class="clearfix publish_info"><div
class="publisher flt"><div class="author">By
<div class="split"><div
class="a_d"><span><a target="_blank" class="italic" rel="author" data-auname="Kala
Vijayaraghavan-4591478" href="/etreporter/author-Kala Vijayaraghavan-4591478.cms"
data-seo="Kala Vijayaraghavan" data-agency="">Kala Vijayaraghavan</a></span><div
class="author_box"></div></div><div style="display:inline">, </div><div
class="a_d"><span><a target="_blank" class="italic" rel="author" data-auname="Sagar
Malviya-479215157" href="/etreporter/author-Sagar Malviya-479215157.cms" data-
seo="Sagar Malviya" data-agency="">Sagar Malviya</a></span><div
class="author_box"></div></div></div></div>, ET Bureau<span class="msides5">|
</span></div><div class="publish_on flt">Updated: Nov 04, 2017, 12.13 PM
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marginheight="0" marginwidth="0" border="0" width="300"
src="https://img.etimg.com/thumb/msid-61498900,width-300,imgsize-56780,resizemode-
4/aditya-pittie-the-man-who-owns-a-slice-of-patanjalis-success.jpg" alt="Aditya
Pittie, the man who owns a slice of Patanjali’s success"><figcaption>The
modern trade distributor, who is also its partner for general trade in Mumbai,
helped Patanjali cash in on resurgent Indian
nationalism.</figcaption></figure></div><div class="artText"><div
class="section1"><div class="Normal">MUMBAI: When <a href="/topic/Baba-Ramdev"
target="_blank">Baba Ramdev</a> met <a href="/topic/Aditya-Pittie"
target="_blank">Aditya Pittie</a> four years ago, the glaring contrast in their
appearance was striking. One, a bearded baba in a saffron robe with rustic
mannerism and the other, a suave 30-year-old entrepreneur from King’s College
London. But together, they have now helped create a business empire selling two
dozen mainstream FMCG products — from toothpastes, shampoos and other
personal care products to modern convenience foods such as cornflakes and instant
noodles.
<br>
<br> While <a href="/topic/Patanjali-Ayurved" target="_blank">Patanjali Ayurved</a>
had a meteoric rise to a Rs 10,500 crore company now from barely Rs1000 crore in
2013, its sole modern trade distributor, the Pittie Group, saw its revenues surge
to nearly Rs 1,200 crore from scratch.
<br>
<br> “My father had known Swamiji and Acharyaji (Patanjali CEO <a
href="/topic/Acharya-Balkrishna" target="_blank">Acharya Balkrishna</a>) for almost
eight to nine years. When I proposed a structure to build a supply-chain network
with a singlewindow service to Patanjali for the entire organised channel, Swamiji
merely took three to four minutes to agree,” said Pittie, CEO of the Pittie
Group that started in 1991, and has business interests in real estate, spiritual
channel Shubh Tv and also owns a majority stake in frozen yogurt chain Yogurtbay.
His father, <a href="/topic/Krishnakumar" target="_blank">Krishnakumar</a> Pittie,
has been a follower of Baba Ramdev.
<br>
<br> Patanjali, which started as a small pharmacy in 1997, began challenging the
dominance of multinationals only after its partnership with the Pittie Group about
four years after the company decided to sell beyond its exclusive network of Arogya
Kendra and Chikitsalayas. The modern trade distributor, who is also its partner for
general trade in Mumbai, helped Patanjali cash in on resurgent Indian nationalism
by marketing the company’s products at air-conditioned aisles of supermarkets
to Indian consumers with lower price-tags, amid growing perception that they are
more ‘natural’ and wholesome than competing products.
<br>
<br> Patanjali has a network of 10,000 franchisebased stores. It also sells
products to nearly a million kirana stores through hundreds of distributors.
<br>
<br> Pittie has proved his ability to take on the challenge given by Ramdev, said
Acharya Balkrishna. “He did take time initially but has soon contributed
significantly that gives us the confidence to hand over additional
responsibilities. He is a hard worker, earnest and understands what Patanjali
stands for.”
<br>
<br> But it wasn’t easy for Patanjali, which then was a word-of-mouth brand
with hardly any advertising. Also, modern retailers operate on a discount format
where pretty much every product is sold below the MRP. However, Patanjali has a
zerodiscount philosophy across its distribution channels. When Pittie approached
his first customer, Reliance Retail, he went in for the meeting carrying a box of
Patanjali products himself, despite his company having 1,100 employees.
<br>
<br> Reliance Retail CEO Damodar Mall took the bet and put the products on shelves.
“You or me can’t decide what will sell. Let consumers decide for
us,” Mall told Pittie.
<br>
<br> Fortunately for him, it worked as consumers lapped up the products which had
price tags lower than rivals but unlike other products, had zero promotions or
offers on them. “Our strategy to sell Patanjali under one bay and location
paid off. There were consumers of Patanjali who got to experience the entire range
in one location as opposed to different categories. To me these two innovations are
not only unique but also unprecedented in modern retail,” Pittie said.
<br>
<br> In India, Ayurvedic brands have outgrown overall consumer products market by
three times in household penetration and over ten times in volume growth. But it
seems the orangerobed Baba had a halo effect, not just on the entire category but
also his partners.
<br>
<br> Anand Mahindra partnered Pittie and brought him on board to reposition EPIC,
the niche infotainment channel that had investors like <a href="/topic/Mukesh-
Ambani" target="_blank">Mukesh Ambani</a> but is now owned jointly by Mahindra and
Pittie. Pittie is the managing director of the channel with a minority stake.
<br>
<br> “When I first met Aditya, I didn’t even know about his involvement
with the Patanjali FMCG business. I only knew that his family had been running some
TV channels. I was very impressed by his maturity beyond his years, and out of a
pure gut instinct, I asked if he would be willing to step in at EPIC in order to
assist its growth,” said the Mahindra & Mahindra chairman.
<br>
<br> Pittie possesses abundant self-confidence, relentless optimism and has an
admirable ability to rapidly learn from experience and adapt his business strategy
to new realities, said Mahindra. “To me, this combination of attributes are
what you see in most successful new-age entrepreneurs.”
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// Creating Elements for IE : HTML 5

// cross domain checks

var intv,intv2;var fo;

/* ========== Article redirection to actual URL

set : function (name, value, expires, path, domain,

((path) ? ';path=' + path : '') +

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