To explore the reasons of “Tectonic Shift” of customers toward Patanjali Products

“We don't know markets or marketing but what we know is serving the people by providing them high quality products at attractive prices.” Acharya Balkrishna, MD, Patanjali Ayurved Ltd. When these words were said at that time Acharya Balkrishna was not taken seriously by the experts. But now everybody is surprised and a big question is arising in everybody's mind, how a small company can have billions of profits in such a short span? Patanjali Ayurved Limited is a Haridwar based Indian FMCG company. It was founded in 2006. It has become the fastest growing organization in FMCG sector. Its growth rate has created a high benchmark for its competitors. The popularity and success has created history and because of that the researcher wants to investigate the factors responsible for it. This research will focus on the reasons of the growth of this organization and factors responsible for consumer preference towards Patanjali Products and will also highlight the reasons of not preferring Patanjali Products. A questionnaire is prepared and factors for its growth are identified. The customers are segmented according to their demographical profile. The hypotheses are tested by using one-way ANOVA and t-test.