Patanjali ayurved invades India

Jashim Uddin Ahmed (), Hafiza Sultana () and Asma Ahmed ()
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Jashim Uddin Ahmed: North South University
Hafiza Sultana: InterResearch
Asma Ahmed: InterResearch

DECISION: Official Journal of the Indian Institute of Management Calcutta, 2018, vol. 45, issue 1, No 6, 75-91

Abstract: Abstract The case study is based on Patanjali Ayurved Limited, the biggest disruptive force in the fast-moving consumer goods (FMCG) space of India. The organization has achieved an astounding growth of 100% during FY2016-17 with a gross revenue of Rs 100 billion, whereas its competitors, both the multinational and homegrown firms, have struggled to maintain a double digit growth. It has become a FMCG giant from a small Ayurvedic pharmacy over the decade and plans to expand further by entering into new product categories like apparel and dairy. The study aims to analyze Indian FMCG together with the business model, marketing mix, competitiveness, and strategies of Patanjali in order to identify its strengths, weaknesses, opportunities, and challenges. The findings indicate that, although the company excels in product variety, pricing strategy, process utilization, early internalization, and online sales strategy, it needs to focus on the improvement of its manufacturing facility, product quality, advertisement contents, distribution network, as well as consumer research and segmentation to confront the fierce competition and market trends lying ahead.

Keywords: Patanjali Ayurved; FMCG; Herbal medicine; Natural products; India (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1007/s40622-018-0176-x

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