Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 9 pages
Data source: Published sources
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Abstract
Set up in the year 2003, Sri Sri Ayurveda (SSA) was promoted by Sri Sri Ravi Shankar's Art of Living Foundation. The products of SSA included creams, shampoos, scrubs, toothpaste, body care lotion, ayurvedic energizers, cleansing milk, soaps, ayurvedic medicines, etc, just to name a few. Moreover, SSA's herbal products were made of ingredients which were sourced from areas considered to be most suitable for the cultivation of specific herbs. Regarding selling of its products, as of March 2016, the products were primarily sold via 600 franchised outlets. In addition to these outlets, they were also sold online through various e-Commerce websites like basket56.com, flipkart.com, bigbasket.com, amazon.com and also via SSA's dedicated portal, sattvastore.com. However, despite being a reputed brand, SSA might face tough competition, particularly from Baba Ramdev-led Patanjali fast moving consumer goods (FMCG) business. Moreover, competition in the FMCG space might further intensify with the presence of other powerful spiritual gurus like Sadhguru Jaggi Vasudev and organisations like Bochasanwasi Shri Akshar Purushottam Swaminarayan Sanstha and Aurobindo Ashram. Against this background, would it be possible for SSA to beat major players like Dabur India Limited, Hindustan Unilever Limited, ITC Limited and Patanjali and establish a strong foothold in the country's FMCG space? What were the challenges likely to be faced by SSA in its journey ahead?
Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources
About
Abstract
Set up in the year 2003, Sri Sri Ayurveda (SSA) was promoted by Sri Sri Ravi Shankar's Art of Living Foundation. The products of SSA included creams, shampoos, scrubs, toothpaste, body care lotion, ayurvedic energizers, cleansing milk, soaps, ayurvedic medicines, etc, just to name a few. Moreover, SSA's herbal products were made of ingredients which were sourced from areas considered to be most suitable for the cultivation of specific herbs. Regarding selling of its products, as of March 2016, the products were primarily sold via 600 franchised outlets. In addition to these outlets, they were also sold online through various e-Commerce websites like basket56.com, flipkart.com, bigbasket.com, amazon.com and also via SSA's dedicated portal, sattvastore.com. However, despite being a reputed brand, SSA might face tough competition, particularly from Baba Ramdev-led Patanjali fast moving consumer goods (FMCG) business. Moreover, competition in the FMCG space might further intensify with the presence of other powerful spiritual gurus like Sadhguru Jaggi Vasudev and organisations like Bochasanwasi Shri Akshar Purushottam Swaminarayan Sanstha and Aurobindo Ashram. Against this background, would it be possible for SSA to beat major players like Dabur India Limited, Hindustan Unilever Limited, ITC Limited and Patanjali and establish a strong foothold in the country's FMCG space? What were the challenges likely to be faced by SSA in its journey ahead?
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Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 6 pages
Data source: Published sources