THE AYURVEDIC BABA – A CASE STUDY OF PATANJALI AYURVEDIC LIMITED COMPANY

Author Name: Pankaj Mishra

Volume/Issue: 03/06

Country: India

DOI NO.: 08.2020-25662434 DOI Link: https://www.doi-ds.org/doilink/12.2022-15142457/UIJIR

Affiliation:

Professor, R.T.M.N.U, Nagpur, Maharashtra, India.

ABSTRACT

India is a country where Ayurveda was born And expends its goodwill across the globe. Patanjali ayurvedic limited company which set foot as a subsidiary of Patanjali ayurvedic has been one such multinational which has almost become a homegrown brand. The strategies adopted by this corporate leaves no stone unturned in cashing in on the tiniest niche markets available. Reaching the four billion population at the base of the pyramid markets has been a topic of research in recent times. A lot of exploratory and case studies have been made in this field. Every ayurvedic company wants to maximize the market share and want to have a maximum number of customers. In such a scenario, customers select ayurvedic companies’ product very carefully and by analysis various aspect of marketing strategies. This paper is a study on the strategies developed by Patanjali ayurvedic limited company which has been one of the most successful companies to foray into the emerging markets in South East Asia and successfully tapped the base of the pyramid in India. A case study using archival material and secondary information sources suggest that having a global lookout and one world one market strategy is not successful when attempting to cut into the base of the pyramid segments in emerging markets. The critical aspect here is developing grassroots connection and social empathy which should translate to a cooperative spirit that will leverage the strengths and overcome the weaknesses. Current research work is an attempt to understand customers’ behaviour towards ayurvedic products in Nagpur city.

Key words: Patanjali ayurvedic, Indian market share, ayurvedic product.