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Patanjali Ayurved Limited: A Local Player Posing Threat to Multinationals

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dc.contributor.author Yadav, Neetu
dc.date.accessioned 2023-05-11T07:05:12Z
dc.date.available 2023-05-11T07:05:12Z
dc.date.issued 2017
dc.identifier.uri https://www.etcases.com/patanjali-ayurved-limited-posing-threat-to-multinationals.html
dc.identifier.uri http://dspace.bits-pilani.ac.in:8080/xmlui/handle/123456789/10773
dc.description.abstract This case presents the unique story of Patanjali Ayurved Ltd. (Patanjali), which was started in 1997 as a small pharmacy in Uttaranchal by famous yoga guru Baba Ramdev and an ayurveda expert Acharya Balkrishna. It has evolved as a game-changer in Indian consumer goods industry with its ayurvedic, herbal and organic range of groceries, medicines, home and personal care items selling via its 1,200 Patanjali Chikitsalayas (operated in franchise mode), 2,500 Aarogya Kendras (operated in franchise mode), 7,000 stores in villages and 5,600 mobile marketing vehicles, clocking a turnover of INR5,000 crore in the FY 2015-16. It is all set to beat well-established FMCG players like HUL, Dabur, Godrej Consumer Products, Emami and Marico. This case reflects on the success story of Patanjali highlighting the marketing and business-level strategies that enabled sustainable competitive advantage and started posing a threat to well-established MNCs. This case reflects on how Patanjali created its own space in a highly crowded Indian FMCG space. Will it be able to sustain phenomenal growth and emerge as the market leader with revenues of INR10,000 crore by 2017 and INR20,000 crore by 2020? en_US
dc.language.iso en en_US
dc.publisher ET Cases en_US
dc.subject Management en_US
dc.subject Patanjali en_US
dc.subject Ayurvedic en_US
dc.subject MNC en_US
dc.title Patanjali Ayurved Limited: A Local Player Posing Threat to Multinationals en_US
dc.type Book chapter en_US


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