1Professor, Sree Vidyanikethan Institute of Management, Sree Sainath Nagar, A. Rangampet, Chandragiri Mandal (Near Tirupati), Chittoor Dist. Andhra Pradesh, India
2Assistant Professor, Sree Vidyanikethan Institute of Management, Sree Sainath Nagar, A. Rangampet, Chandragiri Mandal (Near Tirupati), Chittoor Dist. Andhra Pradesh, India
India is an attractive destination for the globe due to several reasons like its growing population, demographic divide, culturally diversity and is an emerging market. Several MNCs have established their business in India to tap the potential markets and become a household name over a period of time. Though it was not smooth sailing for these FMCG companies initially, they managed to emotionally capture the hearts of diversified Indian consumers. A paradigm shift in the consumer behavior was observed in the recent past that lead to the emergence of new models of business. In the recent past many unexpected domestic entrepreneurs emerged with a model that is sustainable and suitable for tradition and culture of India. It was a sheer shock to the FMCG giants when a well known Yoga guru in India transformed into a multi core business man within a short span of time. India, being the land of Sadhus and Saints, the deep rooted values of Indians are taking its fangs again to adopt the Indianized way of living. With this backdrop the case explores the growth of Patanjali as an FMCG company with traditional roots in the light of change in Indian consumer's behavior and to understand the successful business model developed by Baba Ramdev.
Patanjali, Baba Ramdev, FMCG, Consumer Behaviour, Ayurveda, Business Model
