MAM
Patanjali conspicuous by protracted absence in top 10 TV advertisers’ list
BENGALURU: Until week 26 of 2017 (Saturday 26 June 2017 to Friday 30 June 2017) Baba Ramdev’s Patanjali Ayurved was among the top 10 advertisers on television in Broadcast Audience Research Council of India (BARC) weekly list of top 10 advertisers across genres each week. Weeks 27, 28 and 34 saw the company missing from BARC’s list and then the company made a reappearance in the list in week 35 of 2017 (Saturday 26 August 2017 to Friday 1 September 2017) at rank 7 with 19,121 weekly ad insertions. After week 35, Patanjali has been missing from the top 10 advertisers list for 3 weeks, the longest period in 2017 as yet until week 38 (Saturday, 16 September 2017 to Friday, 22 September 2017).
This is the festival season in India and advertisers and brands have increased the tempo and the noise on television as mentioned by us earlier. This period is considered auspicious for purchase of apparel, consumer durables, automobiles and of course – the Indian women’s favourite – jewellery. Often, a major portion of annual sales targets for brands are achieved during this short period. A big bulk of annual advertisement and marketing budgets are splurged during this season. Discounts and offers are touted by advertisers to entice buyers. Television is the major medium used by most advertisers to convey brand messages, and viewers are bombarded with ads selling various products and services around and during the festival season..
A number of advertisers have increased weekly television ad spots, but Patanjali seems to have failed to keep up with its peer advertisers. It is not as if it has stopped advertising. Baba Ramdev’s smiling and sometimes serious face as he passes on various brand messages is still very much a part of the company’s television commercials. Please refer to the figure below for details of the Patajali’s television ad insertions when it was a part of the top 10 advertisers list in 2017.
With Ecommerce and mobile wallet players announcing their annual season sales at almost the same time, one more advertiser joined the list of 27 advertisers that were present in the top 10 advertisers list during the first 38 weeks of 2017 – this is the India Ecommerce giant Fliptkart.com.
A total of 28 advertisers have found themselves in the weekly top 10 advertisers lists between weeks 1 and 38 of 2017. They are: Hindustan Lever Ltd; Reckitt Benckiser (India) Ltd; Cadburys India Ltd; Brooke Bond Lipton India Ltd; Patanjali Ayurved Ltd; Procter & Gamble; ITC Ltd; Colgate Palmolive India Ltd; Super Cassettes Industries; Smithkline Beecham; Amazon Online India Pvt Ltd; Coca Cola India Ltd; Ponds India; Godrej Consumer Products Ltd,; Vini Product; Marico Ltd; Pepsi Co; Lalitha Jewellery; Johnson & Johnson Ltd; Godrej Sara Lee Ltd; Bharatiya Janata Party; Dabur India Ltd; Emami Limited; TVS Motor Company; Bharti Airtel Ltd; Jyothy Laboratories Ltd; Procter & Gamble Home Products and Flipkart.com.
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Starting a business is one of the most financially demanding transitions a person can make. In the early months, expenses are immediate and often unpredictable, while revenue streams may take time to stabilise. For first-time entrepreneurs, securing small business loans can feel like a paradox: lenders expect a clean financial track-record before approving a loan, but the business cannot establish that track record without funding. Understanding the start-up lending environment in India and knowing the realistic funding options make this process far less daunting, allowing entrepreneurs to plan strategically.
Why Traditional Business Loans Are Harder for Start-ups
Most financial institutions require a minimum business vintage of 2 to 3 years before approving a term loan. This is because the first two years of operations carry the highest risk of failure. For start-ups less than 12 months old, traditional loan options are limited, and lenders often ask for substantial collateral to mitigate risk.
The vintage requirement is not arbitrary. Businesses that have survived their first two operating cycles demonstrate market viability, which significantly lowers the lender’s risk. Until this milestone is reached, entrepreneurs often rely on bootstrapping, personal savings, or alternative financing to build a stable business foundation. Understanding this reality helps first-time entrepreneurs set practical expectations when seeking funding.
Government-Linked Schemes for Startups
India offers several government-backed schemes to support first-time entrepreneurs. One such scheme is the Pradhan Mantri Mudra Yojana (PMMY), which provides collateral-free loans for micro and small enterprises in three categories:
● Shishu: up to Rs. 50,000
● Kishore: Rs. 50,000 to Rs. 5 lakh
● Tarun: Rs. 5 lakh to Rs. 10 lakh
These loans are available through eligible lending institutions, making them suitable for early-stage businesses. For first-time entrepreneurs, a Mudra loan not only provides initial working capital but also helps establish a credit history. Repaying a Mudra loan on time strengthens the entrepreneur’s profile and increases the chances of securing larger loans in the future.
Using Personal Loans to Fund Early-Stage Needs
When business loan eligibility is not yet established, a personal loan can serve as bridge funding. These loans are assessed on the individual’s credit profile and income rather than the business’s financial history, making them accessible to salaried individuals or those with a strong personal credit record.
Personal loans have limitations: the loan amount is capped based on personal income, and the interest rate is typically higher than secured business loans. Nevertheless, taking out a personal loan during the first 12 to 18 months can provide crucial support as the start-up builds its financial profile. It is especially useful for covering immediate expenses such as inventory, marketing, or office setup costs.
Alternative Financing Options for Startups
For start-ups that are not yet eligible for traditional business loans, other financing options are available through financial institutions. Many lenders offer startup-focused or small-business loans designed for early-stage businesses. These loans evaluate the entrepreneur’s personal credit profile, business plan, and projected revenue rather than relying solely on business vintage. Financial institutions such as Tata Capital provide these loans with minimal documentation and fast disbursal, enabling entrepreneurs to manage operational expenses, purchase equipment, or fund early growth initiatives without pledging collateral.
Some lenders also offer flexible loan amounts, quicker approvals, and streamlined processes, making them well-suited for first-time entrepreneurs. Exploring these options early allows start-ups to access working capital while gradually building a credit history that will support larger loans in the future.
Building the Right Financial Profile Before Applying
For entrepreneurs planning to apply for a business loan in 12 to 18 months, the preparation period is critical. Key steps include:
● Filing Income Tax Returns (ITRs) consistently and accurately from the first year
● Maintaining a clean current account with regular deposits and no overdraft patterns
● Keeping the promoter’s CIBIL score above 750
Lenders assess start-ups by examining these signals. Entrepreneurs who maintain financial discipline from the start will have stronger loan applications after two years. Additionally, tracking cash flow and avoiding irregular withdrawals can further enhance the business’s credibility.
Collateral-Based Options for Larger Requirements
Startups requiring larger amounts beyond government schemes can consider loans against property. These loans allow entrepreneurs to access larger amounts of funding at lower interest rates, as the property secures the lender’s risk.
This option carries significant risk: using personal or family assets as collateral can result in a loss if the business does not perform as expected. Such loans should be considered only when the business plan is validated, the entrepreneur has clear cash flow projections, and the repayment strategy is realistic. Careful assessment of risk versus reward is essential before pledging assets.
Practical Steps to Strengthen Your Loan Application
To maximise the chances of approval, entrepreneurs should:
● Maintain accurate financial statements, bank records, and GST returns.
● Avoid over-borrowing; apply for realistic amounts that match business needs.
● Keep personal and business credit profiles in good standing.
● Explore lenders that offer startup-friendly products.
● Be transparent and complete in all documentation.
Taking these steps early ensures a smoother and faster loan process when the business is ready for formal financing. A well-prepared application reduces processing delays and demonstrates professionalism to the lender.
Conclusion
First-time entrepreneurs often face a funding gap in the early stages, but it is usually smaller than it appears. Maintaining clean banking records, filing ITRs consistently, and exploring personal loans, government schemes, and alternative financing options help build a strong financial profile. Entrepreneurs who plan systematically from day one are better positioned to access formal credit sooner, giving their start-ups financial stability through small business loans.
The ideal time to start building a credit-worthy business profile is the very first month of operations, not when applying for a loan. By understanding available funding options and acting proactively, first-time entrepreneurs can confidently apply for a business loan and set their businesses on a path to long-term growth.
