MERI-Journal of Management & IT

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Patanjali:Indian FMCG's New Baahubali:The Secret behind Patanjali's Rise and Rise


Affiliations
1 New Delhi Institute of Management, New Delhi, India
     

   Subscribe/Renew Journal


This case study is about Patanjali Ayurved Ltd., also known as PAL, an Indian FMCG which has registered phenomenal growth in the last 10 years. The case tracks the different strategies which worked for Patanjali Ayurved Ltd (PAL) in the hyper competitive Indian FMCG sector. Acharya Balkrishna is the Managing Director and major stake holder of Patanjali Ayurved Ltd (PAL) but the driving force behind Patanjali Ayurved Ltd is Baba Ramdev, an ascetic and yoga guru of Indian origin. The case narrates the growth strategies of Patanjali Ayurved Ltd and key role played by Baba Ramdev and Acharya Balkrishna to bring it to its present stage. The case ends with a peep into the future prospects of PAL.

Keywords

Customer Footfalls, FMCG, SKUs, Distribution System.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Kumar, V., Jain, A., Rahman, Z., & Jain, A. (2014). Marketing through spirituality: A case of PatanjaliYogpeeth. Procedia-Social and Behavioral Sciences, 133, 481-490.

  • Porter, M. E.(1980) Generic strategies as determinants of strategic group membership and organizational performance. Academy of Management journal, 27(3), 467-488

  • Patanjali: A Disruptive Force of Indian FMCG? (2016, June 03). Retrieved 2016, June 10, from http://trak.in/tags/business/2016/06/03/patanja li-india-fmcg-disruption

  • Vinod Kumar(2014), Marketing through spirituality: A case of PatanjaliYogpeeth

  • Shomnath Dutta(2015), Study of Present Market Standing of Yogi Guru Ramdev’s Flagship Brand Patanjali in Ayurved & FMCG Sectors in & around Siliguri City of North Bengal.

  • Kumar, M. R., & Janagam, D. (2011, March). Export and Import Pattern of Medicinal Plants in India. Indian Journal of Science and Technology, IV(3), 245-248.

  • Sinha, A., & Singh, N. (2015). Growing Herbal Cosmetics Indian Market. International Journal of Management and Science

  • Dr.Harish B. Bapat(2015), A Yogic Business Revolution: Back to the Future Websites

  • http://economictimes.indiatimes.com/articleshow/59116659

  • http://economictimes.indiatimes.com/articleshow/59853002


Abstract Views: 348

PDF Views: 6




  • Patanjali:Indian FMCG's New Baahubali:The Secret behind Patanjali's Rise and Rise

Abstract Views: 348  |  PDF Views: 6

Authors

Ritu
New Delhi Institute of Management, New Delhi, India

Abstract


This case study is about Patanjali Ayurved Ltd., also known as PAL, an Indian FMCG which has registered phenomenal growth in the last 10 years. The case tracks the different strategies which worked for Patanjali Ayurved Ltd (PAL) in the hyper competitive Indian FMCG sector. Acharya Balkrishna is the Managing Director and major stake holder of Patanjali Ayurved Ltd (PAL) but the driving force behind Patanjali Ayurved Ltd is Baba Ramdev, an ascetic and yoga guru of Indian origin. The case narrates the growth strategies of Patanjali Ayurved Ltd and key role played by Baba Ramdev and Acharya Balkrishna to bring it to its present stage. The case ends with a peep into the future prospects of PAL.

Keywords


Customer Footfalls, FMCG, SKUs, Distribution System.

References





DOI: https://doi.org/10.25089/MERI%2F2017%2Fv11%2Fi1%2F164008