Certainly, there is no end to development and progress in the retail market especially when it comes to loyalty programs being offered in the retail space. Patanjali, although, has managed to take a step beyond expectation by entering the telecom industry.
Patanjali has said that it is launching its own SIM card, called the Swadeshi Samriddhi SIM. The sim offers unlimited data and calling benefits to its customers along with other exclusive benefits like a 10% discount on Patanjali products, and health, accidental and life insurance to the customers. To enter the telecom space, Patanjali has joined hands with state-owned telecom operator BSNL, and the company will likely position its SIM as a homegrown alternative to a foreign competitor.
With a plan to offer unlimited calls from any part of the country for Rs 144 has been made at the moment and the SIM’s have already come to use through Patanjali’s employees.
Despite being a relatively young company, Patanjali already has annual revenues of over Rs. 10,000 crores and with this offer being laid out, Patanjali will be able to offer its customers a more compelling value position than other FMCG manufacturers if it’s already existing customers decide to avail the offer.
Plus, Patanjali’s loyalty program will also enable the company to collect better information on its customers than traditional loyalty programs. The Future Group is already trying to create 10,000 Easy day stores across the country which will be open to loyalty program members only. Patanjali will give out all its members a whole SIM card which will tie them to a distinct identity and will be able to track their aggregate location at all times.
Convincing people to leave their existing Jio and Airtel plan and start off with Patanjali SIM cards might seem like a difficult task initially but if Baba Ramdev, with his personal charm, is able to persuade his loyal customers, Patanjali will definitely start ruling the telecom space as well as the FMCG market.