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MARKETING STRATEGIES OF PATANJALI AYURVED LIMITED FOR INDIAN CONSUMER
Dr. Arvind Kumar
Abstract:
The Indian fast-moving consumer goods (FMCG) sector has been transformed by Patanjali Ayurved Limited, which has done this by capitalizing on India's rich Ayurvedic history. This research delves into the marketing approaches that have helped Patanjali connect with Indian customers, specifically looking at the company's competitive price, wide distribution network, and distinctive brand positioning. The cultural resonance of the Patanjali brand is crucial to its success. The company sees itself as representing Indian culture and caters to the increasing demand for herbal and natural products. Customers have even more faith in the brand and are more devoted to it thanks to the backing of yoga teacher Baba Ramdev. As an added bonus, Patanjali is able to break into both urban and rural markets because to its price approach, which guarantees affordability. The report also emphasizes how Patanjali is able to meet the demands of a diverse spectrum of consumers thanks to its diverse product portfolio, which includes a number of fast-moving consumer goods categories. The extensive reach of Patanjali's goods is a result of the company's well-established distribution network, which has helped fuel its meteoric rise in the market. This research examines Patanjali's marketing methods to shed light on how the company has changed consumer behavior and preferences in addition to capturing a substantial portion of the Indian fast-moving consumer goods industry. In order to succeed in the market, the results show that cultural fit, smart pricing, and a distinct brand identity are crucial.
