Informatics Publishing Limited

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.

Full Text

   

Mishu Tripathi ¹, Shantanu B. Roy ¹

Affiliations
1 Thakur Institute of Management Studies and Research, Mumbai, Maharashtra, IN

Abstract

Capital structure is one of the most important areas of financial decision making. In this study we attempt to examine capital structure and its impact on financial performance of selected Indian Steel Companies during the year 2015 and 2016. Correlation, ANOVA and multiple regression models are used to analyze the data for the study. Firstly, we computed Gross Profit Margin (GPM), Net Profit Margin (NPM) and Return on Capital Employed (ROCE) as an indicator of financial performance (dependent variables) and Debt Equity Ratio (DER), Interest Coverage Ratio (ICR) and Debt Assets Ratio (DAR) as measures of capital structure (independent variables). The result of multiple regression and ANOVA indicated that there is a significant impact of capital structure on financial performance of Indian Steel Industry. Correlation results confirmed that there is negative relationship between Capital Structure and financial performance. The result of the study serves as a guide to creditors, management, financial institutions and other users to take better investment, financing and capital decisions.

Keywords

Capital Structure, Financial Performance, Profitability, Multiple Regression and Indian Steel Industry.

Full Text