A marketing model to analyse disruptive growth- the case of Patanjali
DOI:
https://doi.org/10.34117/bjdv9n12-059Keywords:
baba ramdev, competitive marketing, FMCG market entry, lessons in market entry, market disruption, PALAbstract
Patanjali Ayurveda Ltd. conceived itself as an ayurvedic medicinal firm. However, over time it grew diversifying itself into an FMCG firm that started disrupting the consumer space. With increasing sales, it has surpassed FMCG locals like Emami and Jyothy Laboratories (producers of Ujaala) who took decades to set their feet in the FMCG sector. A look into the marketing strategies adopted by Patanjali reveals its unique features and the latent opportunities it exploited when it had its chance. Though it is claimed there is no business model at play, the firm ‘thinks’ and acts in such a way that even market analysts are amazed by its rapid growth.
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