Hubris of FMCG Companies Shattered by Saffron Robed Man: A Strategic Management Perspective at Baba Ramdev's Patanjali Ayurved Ltd.
Volume: 16 Number: 1 Year: 2016

Prof (Dr.) Suyash Bhatt
Richa Bhatt


This paper corroborates various theoretical principles of strategic management to the actual approach used by PatanjaliAyurvedLtd. (PAL). We would like to examine reasons success of Patanjali AyurvedLtd. (PAL). We propose a model called 5 C - Model (credence, culture,consistency, contentment and cost) to understand the PatanjaliAyurved's success. There is little or no innovation in this market over last few decades which is why companies like Colgate have dominated the oral healthcare segment, HUL and P&G have dominated the homecare segment, Nestle has dominated the instant food segment for decades put together. These companies have had a long learning curve and have learnt it the hard way whether it is distribution or understanding diversity in Indian landscape. We aim to use a structured questionnaire method for our study. This is all set to change with advent of Patanjali Ayurved Ltd. (PAL). After a survey focused group of 100 respondents it was observed that credence was the utmost factor which influenced these buyers followed by the other five parameters of the proposed 5 C - Model.

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