Disruptive Patanjali: Changing the Indian FMCG Landscape

With its vast and ever-growing population India has a large consumer base. The rise in overall consumption has also led to a spurt in FMCG Sector which is expected to rise to USD 102 Billion by 2030. With increasing awareness among consumers about health and nutrition, they are moving towards Ayurvedic and natural products. This has led to the rise of severe competition in this sector. The phenomenal rise of Patanjali Ayurvedic Ltd is a testament to this fact. The case is based on a descriptive study on Patanjali Ayurveda Ltd. and covers various aspects for the success of the company. It focusses on its product mix, distribution strategy, advertising strategy and consumer behavior pattern in the Indian ayuvedic sector.