Patanjali: The Story of a Yoga Brand

Ishani Chakraborty

doi:10.12725/ujbm.37.4

Patanjali: The Story of a Yoga Brand

Authors

Ishani Chakraborty

DOI:

https://doi.org/10.12725/ujbm.37.4

Abstract

"Look at how the company has grown. ITC's FMCG business is around Rs 5,000 crore. Patanjali has disrupted the FMCG space with simple products that promise the goodness of tradition"1.Arvind Singhal, retail expert and founder of Technopak"He has got his branding spot on. He has gone back to the basics. His ads are rustic, he talks about the products. I'm excited about Ramdev. He could turn out to be the silent MNC killer of the future"2.Harish Bijoor, Brand Expert

Author Biography

Ishani Chakraborty

Research Associate, Research Associate,

Prin L.N. Welingkar Institute of
Management Development and Research,

Bengaluru, India;

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Published

2021-08-30

How to Cite

Chakraborty, I. (2021). Patanjali: The Story of a Yoga Brand. Ushus Journal of Business Management, 15(4), 55-67. https://doi.org/10.12725/ujbm.37.4