Patanjali: A Swadeshi Revolution or Personal Accretion? - The Case Centre

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Patanjali: A Swadeshi Revolution or Personal Accretion?

Case

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Reference no. 518-0076-1

Subject category: Marketing

Authors: Priyanka Dandawate (National Institute of Construction Management and Research (NICMAR), Pune); Mounica Duba (National Institute of Construction Management and Research (NICMAR), Pune); Pooja Agrawal (National Institute of Construction Management and Research (NICMAR), Pune); Jewel Maria John (National Institute of Construction Management and Research (NICMAR), Pune); Anvesh Upadhyay (National Institute of Construction Management and Research (NICMAR), Pune); D Desai (National Institute of Construction Management and Research (NICMAR), Pune); Abhijat Arun Abhyankar (National Institute of Construction Management and Research (NICMAR), Pune); Velsamy Arumugasamy (Sona School of Management)

Originally published in: 2018

Version: 25-Dec-2017

Length: 11 pages

Data source: Published sources

Topics: Marketing; Advertising; Fast moving consumer goods (FMCG); Quality; Ethical marketing; Marketing strategies

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Abstract

Patanjali Ayurved was co-founded by Acharya Balkrishna and Baba Ramdev to propagate the science of ayurved in the year 2006, with more than 350 products ranging from noodles to FMCG. This paper throws light on three cases about Patanjali Ayurved Limited (PAL) which includes controversies related to quality of Patanjali products, certification of the disputed Patanjali Noodles and misleading advertisements. The Marketing Strategy adopted by Patanjali is 'Make in India' and 'natural products' to outlay the potential MNC's. Does this strategy of Patanjali reflect compliance of ethical norms?

Location:

Industries:

FMCG; Food and groceries

About

Abstract

Patanjali Ayurved was co-founded by Acharya Balkrishna and Baba Ramdev to propagate the science of ayurved in the year 2006, with more than 350 products ranging from noodles to FMCG. This paper throws light on three cases about Patanjali Ayurved Limited (PAL) which includes controversies related to quality of Patanjali products, certification of the disputed Patanjali Noodles and misleading advertisements. The Marketing Strategy adopted by Patanjali is 'Make in India' and 'natural products' to outlay the potential MNC's. Does this strategy of Patanjali reflect compliance of ethical norms?

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Location:

Industries:

FMCG; Food and groceries

Related

Thumbnail image for product with reference number 518-0076-8

Patanjali: A Swadeshi Revolution or Personal Accretion?

Teaching note

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Reference no. 518-0076-8

Subject category: Marketing

Authors: Priyanka Dandawate (National Institute of Construction Management and Research (NICMAR), Pune); Mounica Duba (National Institute of Construction Management and Research (NICMAR), Pune); Pooja Agrawal (National Institute of Construction Management and Research (NICMAR), Pune); Jewel Maria John (National Institute of Construction Management and Research (NICMAR), Pune); Anvesh Upadhyay (National Institute of Construction Management and Research (NICMAR), Pune); D Desai (National Institute of Construction Management and Research (NICMAR), Pune); Abhijat Arun Abhyankar (National Institute of Construction Management and Research (NICMAR), Pune); Velsamy Arumugasamy (Sona School of Management)

Originally published in: 2018

Version: 5-Dec-2017

Length: 7 pages

Data source: Published sources

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