CONSUMER PERCEPTION TOWARDS PATANJALI PRODUCTS

Abstract

Patanjali Ayurved has become the third largest seller of FMCG products at the shelves of Future Retail. The number one is still Hindustan Unilever Ltd (HUL) followed by P&G, whereas, Patanjali was followed by rivals like GCPL, Dabur, Emami and few others. Seldom does a new company become the focal point of discussion at strategy meetings of FMCG giants. A company can take up to several decades to establish itself in the FMCG sector. Yet, Patanjali Ayurved, set up merely a decade ago, is challenging multinational companies such as Nestle, P&G and Unilever. Endorsed by Baba Ramdev - a man dressed in saffron robes and armed with the skills of a yoga master - the company is forcing these multinationals to rethink their business models and marketing strategies. Surely, the survey responses does not show the company to be a producer of goods of absolute perfection, but still the majority of the Patanjali customers are immensely satisfied with the products they use. There is a major positivity with the brand and its products, amongst the users. Customers are happy and satisfied to use Patanjali products, and a lot of them would even recommend the products to their family and friends.