A Case Study of FMCG Company: Patanjali Ayurved Limited

Abstract

Patanjali Ayurved Limited has seen remarkable expansion to date, poses a serious threat to FMCG companies like Colgate-Palmolive, India Tobacco Company Limited (ITC), Hindustan Unilever Limited (HUL), and Godrej Consumer Products. This paper aims to identify the factors that contributed to Patanjali's rapid ascent to popularity and growth as well as the marketing mix tactics used to penetrate the fiercely competitive Indian FMCG industry. The study looks into advertising techniques, product positioning, price strategies, distribution, and various promotional techniques adopted by Patanjali Ayurved Limited for its growth and expansion. The study conducted using secondary data from articles, case studies, news articles, IIFL, IBEF, and other sources. The results show that, unlike other FMCG companies, PAL differentiates its products by capitalizing on Indian consumers' trust in herbal and ayurvedic remedies. As part of its marketing approach, PAL makes use of spiritualism, yoga retreats, television networks, social media, etc. Indian consumers gravitate toward the "Swadeshi Movement" because it places a strong emphasis on fostering India's economic growth. PAL has shown 2083.85% growth in revenue since its establishment year i.e., 2012 till 2021.