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SOCIAL AND PUBLIC SERVICE MARKETING : A STUDY OF SWADESHI MARKETING OF PATANJALI AYURVEDA

Year 2018
Volume/Issue/Review Month Volume - XI Issue - I Jan.-Jun. 2018
Title SOCIAL AND PUBLIC SERVICE MARKETING : A STUDY OF SWADESHI MARKETING OF PATANJALI AYURVEDA
Authors Dr. Durga Madhab Mahapatra , Dr. Soumendra Patra
Broad area A STUDY OF SWADESHI MARKETING OF PATANJALI AYURVEDA
Abstract

 Patanjali Ayurved's entry into FMCG have threatened existing players in all categories. Patanjali had started in 1997 as a small pharmacy in Haridwar and was in corporated as a company in 2006 to produce personal care, food and beverage products through company-owned outlets. It has expanded from 200 Patanjali outlets in 2014 to 5,000 franchise-owned stores today. Patanjali signed a marketing partnership with Future group under which the retailer will offer over 300 Patanjali products at its Big Bazaar stores in around 250 cities. Patanjali hired advertising firms Micann and Mudra to ramp up its advertising campaign. Patanjali has been giving sleepless nights to executives of formidable Hindustan Unilever (HUL), ITC, Britannia, Dabur, Nestle P & G and others. The country's landscape for Fast Moving Consumer Goods (FMCG) is rapidly changing with companies. The spiritual gurus lead company like Baba Ramdev pushing products from Patanjali Ayurved, Gurmeet Ram Rahim Singh,  Dera Sacha Sauda and Sri Sri Ayurveda etc. Further, Baba Ramdev promoted Patanjali Ayurved and Art of Living fame Sri Sri Ravi Shankar backed Sri Sri Ayurveda started catching the imagination of people of the wellness of Ayurveda-based products. Now, Consumers  are looking at cutting edge technology, competitive price and an ecosystem of value ads. Thus, the 132 - year old consumer goods company Dabur recasts and refreshes several brands. Sachitanand, Rahul (2016) Dabur entered into a license agreement with Central Commercial of Research in Ayurvedic Sciences (CCRAS) which will lead to commercial production of two ayurvedic drugs. Pinto, Viveat Susan (2016). According to Market Research agency Nielsen, the herbal segment in India today accounts for 41 per cent of the Rs 45,000 crore personal care market. HUL has marked its presence in hair oils and skin care, both key constituents of the herbal market with Indulekha and Citra, Pinto, Viveat Susan (2017) 

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Referenceses

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