Marico chairman Harsh Mariwala said recently about Patanjali products.
Patanjali has already garnered more than 5% marketshare and as distribution ramps up, marketshare would further increase to 13% by 2019-20.
Colgate has been the undisputed giant in oral care in India as its volume market share -- the total number of product units it sells -- shows. In the January-September period, this was 57.6%. That is now under threat from Patanjali, if the reports by Credit Suisse and IIFL are to be believed.
This will directly impact Colgate as Patanjali is gaining substantial traction in oral care.
Additionally HUL and Dabur will also bear the brunt.
So another disruptive strategy shaking up the FMCG market.
--Does Patanjali have a sustainable business model to overtake the leading FMCG established players?
--What is its competitive advantage?
--Do conventional Market leadership retention strategies learnt in the class room stand good in countering Patanjali's march to domination?
--What innovative strategy should the Market leader come up with to retain market leadership?
Patanjali seems to be not only a thunder but potential to burst into heavy downpour dampening existing players....