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Title: Case study - Patanjali ayurved invades India
Authors: Ahmed, Jashim Uddin
Sultana, Hafiza
Ahmed, Asma
Keywords: Patanjali Ayurved
Herbal medicine
Natural products
Issue Date: Mar-2018
Publisher: Indian Institute of Management Calcutta, Kolkata
Series/Report no.: Vol.45;No.1
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.
Description: Jashim Uddin Ahmed, Department of Management, School of Business & Economics, North South University, Bashundhara, Dhaka, 1229, Bangladesh; Hafiza Sultana & Asma Ahmed, InterResearch, Bashundhara, Dhaka, 1229, Bangladesh
Issue Editor – R. Rajesh Babu
ISSN: 0304-0941 (print version) ; 2197-1722 (electronic version)
Appears in Collections:Issue 1, March 2018

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