The phenomenal rise of patanjali ayurved Ltd. As a brand in India

Abstract

Our extensive primary research on the consumer behaviour for and brand management of Patanjali shows that the brand elicits strong emotions from users and non-users alike. While users have generally positive reviews when describing their perception of the brand, Patanjali is stamped with the tag of “doubtful” among non-users. Patanjali should therefore work on their brand image and leverage its strengths- quality, Ayurvedic nature of products etc. and look to pull such non-users in purchasing their products. With PAL leaving no stone unturned in the strategic price cuts in mass market products, other FMCG giants have responded with strategies including reviving prior herbal brands (HUL with its Ayush brand), acquiring new ones (HUL buying Indulekha, Emami buying Kesh King etc.) and investing substantially in brand building. Some naysayers are of the opinion that Patanjali as a brand is yet to make a strong, lasting impact in the many parts of the country as is the case for the established players in this sector. Our research indicates that Patanjali has created a strong niche for itself in the Ayurvedic/herbal category, a fact recognized by users and non-users alike. However to drive adoption for Patanjali products among nonusers, Patanjali needs to prove the efficacy of its products via channels other than word of mouth. Therefore strategic marketing and promotional efforts in this direction is strongly advised.As for whether Patanjali will prevail and continue with its phenomenal growth or fizzle out in the long run, only time will tell.