Is Patanjali’s FY18 Rs 20,000 crore revenue target realistic?

Yoga guru Ramdev with Patanjali Ayurved's products

With a reported turnover of Rs 10,561 crore in financial year 2017 (FY17), Baba Ramdev and Acharya Balkrisha – led Patanjali Ayurved Limited (PAL) expects its revenue to hit Rs 20,000 crore mark in financial year 2017-18 (FY18).

Analysts, however, are sceptical and are of the view that Patanjali may not be able to achieve this steep revenue target in FY18 purely on the basis of growth in the FMCG segment given the current industry growth rates and that the revival in rural demand is still some time away.

“One must be mindful that this Rs 20,000 crore will also include commodity related products such as rice, wheat, edible oil, milk etc. Growth rates for pure FMCG products are likely to slow down. Patajnali is now quite big in products like honey, toothpaste, shampoos and hair oil. So from the base these pure FMCG products has created, doubling of revenue looks very difficult. The category growth rates will be around 13% at best. Though penetration into newer markets will help, doubling still seems a farfetched idea as of now,” says Abneesh Roy, an analyst tracking the sector with Edelweiss Securities.

For the rural demand to kick in, analysts say the monsoon season this year will also be a crucial. That apart, companies are now in the process of catching up with Patanjali in terms of ayurvedic products. In this backdrop, Patanjali will find it difficult to double this huge revenue base it has already created.

“I have doubts whether Patanjali can achieve the Rs 20,000 crore revenue target it has set for itself. Volume-wise, the FMCG industry is growing in single digits (between 4% – 6%) for most players. For FMCG players, we need a good monsoon to act as a catalyst to trigger a demand revival. Even one good monsoon (last year) was not enough to revive the rural demand,” explains G Chokkalingam, founder and managing director of Equinomics Research & Advisory.

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