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prices.
phenomenal growth:
51
Wikipedia)
Overview
Patanjali Ayurved was co -founded by Acharya
Balkrishna and Baba Ramdev to propagate the
science of ayurved. Today, some of the
ayurvedic products produced by PAL are a
strong synergy between ancient wisdom and
modern technology. Even though Acharya
Balkrishna is the primary stakeholder of the
company (92% stake), the main driving force
behind Patanjali Ayurved is the charisma and
Patanjali Chikitsalaya
Yoga Gram
Goshala
53
1.
2.
(Kotler et al 2008)
market.
Segment -------->
PALs Product
Categories
Home care
Income
Low Medium
Health Consciousness
High
Low
Medium
High
Patriotism
Low
Medium
High
Cosmetics and
health
Food and
beverages
Health drink
Positioning: Patanjali has a two pronged
positioning strategy
2013):
1.
categories:
1.
Home care
2.
3.
4.
Health drink
l
worth
Rs 1308 crore in FY 2015-16, the herbal
Source:http://brandequity.economictimes.indiatimes.com/new
s/business-of-brands/desi-bustle-v/s-mnc-muscle-howramdevs-patanjali-is-setting-trend-for-hul/49881600
56
Patanjali products.
3.
readily seen.
4.
5.
presence in the modern retail format, ecommerce and its own outlets but lacks
6.
7.
strategies as follows:
1.
by PAL.
2.
57
Vision:
1.
58
Economic:
60
3.
5.
61
Goal Formulation:
Patanjali's goal for the financial year 2016 17
is around USD 1.5 billion (Rs 10,000 crores)
controversies.
Jind, Haryana.
l
Bank.
63
Journals
Articles
http://www.business-standard.com/article/
companies/baba-ramdev-s-patanjali-aims-to-
double-its-revenue-to-rs-10-000-cr-in-2016-
17-116042700061_1.html
References
Books:
http://trak.in/tags/business/2016/06/03/patanja
li-india-fmcg-disruption/
64
233160415/Fmcg-Sector
business-plan-no-marketing-meet-indias-newfmcg-giant-patanjali/
business/india-business/Patanjali-to-set-up-4-
http://documents.tips/documents/patanjali-
more-plants-in-2-years/articleshow/51433651.
570d238c4ad82.html
cms
Ty a g i N , ( 2 0 1 6 , M a y 2 4 ) , B a b a
http://economictimes.indiatimes.com/industry/
cons-products/fmcg/baba-ramdevs-patanjali-
com/india/only-5-of-800-patanjali-products-
f a r- b e h i n d - d a b u r- a n d - z a n d u - i n - r e a c h /
have-cow-urine-ramdev-aide-on-fatwa/story-
articleshow/52408768.cms
gRzUVBPrVC76IgtTqpO3UJ.html
http://patanjaliayurved.blogspot.in/
howtheydidit.blogspot.in/
from http://yourstory.com/2016/03/patanjali-
story/
http://officechai.com/stories/baba-ramdev-as-
entrepreneur-success-story/#
ramdev-patanjali-art-content-marketing/
indiatimes.com/magazines/brandequity/could-distribution-be-patanjalisachilles-heel/articleshow/52306425.cms
column-the-secret-behind-patanjalis-
success/20160219.htm
2016
65
June 8, 2016
ANNEXURE 1
plans-to-take-on-multinational-giants/
articleshow/47657636.cms
Anand U &Ghosh A (2015, November 21), 'No
licence for noodles': FSSAI slaps showcause on
Patanjali, indianexpress.com, retrieved from
http://indianexpress.com/article/india/indianews-india/no-licence-for-noodles-fssai-slapsshowcause-on-patanjali/
FE Online (2015, December 8), Bugs found in
yoga guru Baba Ramdev's 'Patanjali' noodles
sealed packet in Jind retrieved from
http://www.financialexpress.com/article/indust
ry/companies/baba-ramdevs-patanjali-attanoodles-in-trouble-again-bugs-found-insidesealed-packet-in-haryana/175458/
Ananthanarayanan R (2016, June 17), Patanjali:
Mountain or molehill? Retrieved from
http://www.livemint.com/Companies/B2lIbdd
z34Pi9p4IwX4gcI/Patanjali-Mountain-ormolehill.html
Srivatsava R ( 2015, December 7),The rise of
Patanjali's FMCG Business, retrieved from
http://insideiim.com/baba-ramdevs-patanjalisuccess-story-strategy-with-rs/
66