Author ORCID Identifier
Jeeta Sarkar: https://orcid.org/0000-0001-7865-6470
Abstract
Case Overview/Synopsis - This case analysed how Patanjali Ayurveda Ltd disrupted the Indian FMCG sector. Big players like HUL, P&G, ITC, Dabur, Nestle etc., made the FMCG market in India competitive and dynamic. Patanjali Ayurveda Ltd (PAL), the brainchild of Yoga Guru Ramdev and Acharya Balkrishna, started penetrating the herbal FMCG market and recorded Rs.9346 in 2016-17 and became the second-largest FMCG Company in India within a short period. The case sincerely attempted to understand the timely decisions and mistakes that made Patanjali's journey from a humble beginning to disrupting the market.
Keywords
Indian FMCG Sector, Leadership, Spirituality, Competition, Ayurveda, Yoga, Disruption
Recommended Citation
Sarkar, Jeeta
(2025)
"Journey of Patanjali from a Humble Beginning to a Market Maverick,"
Management Dynamics: Vol. 25:
No.
2, Article 1:
DOI: https://doi.org/10.57198/2583-4932.1355
Available at:
https://managementdynamics.researchcommons.org/journal/vol25/iss2/1
