TIMSR Journal of Management Research

Mishu Tripathi ¹, Sneha Khandelwal ²

Affiliations
1 Thakur Institute of Management Studies and Research, IN
2 Ratan Devilal Kumar & Co. Pvt Ltd, IN

Abstract

Today's consumers are smart enough to prefer quality of life to noises of extraordinary results by products. Understanding this unattended need of consumers, Baba Ramdev of PatanjaliYogpeeth along with Acharya Balkrishna envisaged entering into the FMCG sector through their Patanjali brand. The Patanjali brand is created under Patanjali Ayurved Limited and has gained rapid market presence in the FMCG industry with its unorthodox marketing strategies. Its increase in market penetration coupled with robust financial muscles is giving sleepless nights to the existing decades old FMCG companies. Patanjali has targeted health-conscious consumers who are willing to change their consumption pattern to natural and ancient medicinal assortment of Ayurveda products. This rise of Patanjali as a competitor has made it imperative for studying the marketing strategies intricate by Patanjali brand. This research paper analyses and deciphers the impact of Patanjali brand in the micro - market of Western Suburbs of Mumbai.

Keywords

Ayurved, Financial Performance, FMCG, Marketing, Patanjali.

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