Marketing Case Study: Patanjali Ayurveda Ltd.

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ABSTRACT
India with the Population of around 1.31 billion is the second largest market in the world in terms of customer after China. With many well-established domestic and international market players giving an intense competition to each other in the FMCG space for supremacy, Patanjali Ayurveda has not only survived but has also rose among the ranks of competition with the help of various qualities such as innovation, alternate marketing techniques and with a goal of providing good quality products at cheaper price. The following is an analysis of Patanjali Ayurveda Ltd. and its impact on the fast market consumer goods segment. This report first focuses on the fast market consumer good segment of India in terms of its major players, growth trends and division. With a focus on the product range, market share, market strategies, export analysis, etc. Patanjali Ayurveda has been taken under the microscope for a deeper study highlighting the areas where the company needs to work on to sustain its growth and develop into a major force in the Indian market.

FMCG INDUSTRY IN INDIA
Overview
The fourth largest sector of Indian Economy is the Fast Moving Consumer Goods industry with an estimated market capacity of around $49 billion or 2.5%f of the entire GDP of India. FMCG or commonly known as packaged goods such as soaps, shampoos, cosmetics, toilet
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Thus, the volume of the market for the precious years can be stated. Thus it is clear from the graph given as follows that Patanjali has continuously been increasing its market share in the Indian Fast Market Consumer Goods space. The tangent of the curve indicates that Patanjali is on its way to further solidify the position and to create a dent in the market share of the competitors such as Colgate Palmolive, Hindustan Unilever and P&G

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