Transforming supply chain for sustainable omnichannel retailing: a case of Patanjali Ayurved

Shantanu Trivedi and Saurav Negi

International Journal of Logistics Economics and Globalisation, 2024, vol. 11, issue 1, 49-69

Abstract: This study aims to explore the enablers and barriers to omnichannel retailing in India and tries to present the omnichannel retailing strategy in the context of one of the largest FMCG manufacturing companies in India Patanjali Ayurved Limited. This study uses exploratory research methodology to investigate Patanjali Ayurved's omnichannel retailing operations. Secondary data evaluation of firm business reports, research papers, papers, news, and whitepapers, and discussions with various retailers are among the sources of evidence used in the study. The findings show that integrating information technology and capabilities from the viewpoint of logistics and supply chain is crucial to omnichannel retailing's full implementation. The study also highlights the role of omnichannel 2.0 and retail 5.0 and how these have become the future of retailing. The research offers useful management insights that might help businesses develop proper strategic action plans throughout transformations.

Keywords: omnichannel retailing; retail supply chain; Patanjali Ayurved; retail 5.0; omnichannel 2.0. (search for similar items in EconPapers)
Date: 2024
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