The competition in India’s FMCG sector is intensifying with each passing day. First, it was Baba Ramdev, who went to the market with his Ayurvedic product line and gave sleepless nights to behemoths like HUL and ITC. Now, it’s our “Messenger of God” (MSG), Gurmeet Ram Rahim Singh “Insaan” who has decided to take a bite out of this multi-Billion industry.
The self-styled Godman has launched 150 products including rice, honey bottled water etc. The raw material is said to be procured from cultivation done on Dera land. Lets delve deep into his Marketing strategy:
1) Celebrity and Brand Ambassador
The spiritual leader of “Dera Saccha Sauda” sect could be considered a marketing mastermind with the way in which he first established himself as a celebrity by doing movies and became a household name. The controversies surrounding the sect and the leader himself helped him in becoming a recognizable figure countrywide. And now, he has launched a product line of “Swadeshi and Organic” products with himself being the brand ambassador.
2) Captive Market
The “Swadeshi and Organic” positioning alone will get him a sizeable market along with the captive market of his followers who will definitely help in word of mouth marketing of his products. But, a face-off between Gurmeet Ram Rahim Singh and Baba Ramdev is set to happen and only time will tell whether MSG will win this competition or not.