Year: 2025
Type: article
Abstract: Patanjali Ayurved has emerged as a key player in India's FMCG sector, emphasizing Ayurvedic and natural products. This study explores consumer perceptions based on brand trust, product quality, affordability, and marketing strategies. The research utilizes secondary data and a survey analysis to identify key factors influencing consumer choices. The findings highlight how consumers perceive Patanjali's brand positioning, the impact of its marketing strategies, and the challenges it faces in the highly competitive FMCG landscape. Additionally, the study examines the role of celebrity endorsements, particularly the influence of Baba Ramdev in shaping brand perception and consumer loyalty. It also evaluates Patanjali’s distribution network, pricing strategies, and product diversification in comparison to its competitors, including multinational FMCG giants and other indigenous brands. The research delves into consumer expectations, potential areas for growth, and the sustainability of Patanjali’s market dominance in an evolving FMCG environment.
DOI: 10.55041/ijsrem51785
Authors: Chetna Hariram Tiple, Swati P Doye
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4413222889