Institute of Marketing Communications India®

Patanjali ponders over IPL Bidding? What’s the plan?


Yes, the new idea of brand expansion of Baba Ramdev, the Yog Guru is bidding for the famous Indian Premier League aka IPL. Reason for this pounce in the brand development is the vacated position of sponsorship by VIVO, the Chinese Smartphone Manufacturers.

Patanjali spokesperson Mr. SK Tijarawala confirmed the same to ET that Patanjali is preparing to make a proposal to the Board of Control for Cricket in India (BCCI).

Market onlookers have different points of view and said that though Patanjali replaced or over powered various chinese brands in the market range of grocery products including toothpaste, honey and noodles in the ayurveda and natural products space, But still it lacks the spark of the multinational brand image.

Industry executives’ well versed on this platform said BCCI has offered discounts of up to 50% to potential title rights holders. Considering the time shortage,Instead of floating a full tender process the board is likely to issue an expression of intent for the title rights.

Positives for Patanjali is BCCI is considering for new sponsorships and the list includes names of multinational and International brands like Amazon, Tata group, Dream11, Adani group and education start-up Byjus. Keeping in note that Patanjali is losing market from biscuits and noodles, due to inconsistent quality reasons this can be considered as a beneficial act. Brand strategist Harish Bijoor said “Patanjali as a title sponsor for IPL will do more for Patanjali than for IPL. While the caste hierarchy among brands could play out, Patanjali owning the title sponsorship would be contextual from a nationalist perspective, since there is an enormous anti-China sentiment prevailing in the country”.


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