Brand Patanjali: A Case Study on Growth Strategies and Controversy Against Patanjali

Abstract

Patanjali Ayurvedic Ltd, also known as PAL, an Indian Fast Moving Consumer Goods which has registered phenomenal growth since its inception January 2006. Along with its products, It has set up medical clinics across the nation under the name of Divya Chikitsalaya that provided free diagnosis to people. Swami Ramdevji is the most famous guru in teaching yoga and pranayam in India and he, through Patanjali Yogpeeth, has launched several products based on ayurvedic and nature based products. He has made yoga and pranayama popular all over the world and gain huge publicity across the world through his popular yoga and pranayama workshops.

Patanjali have a exceptional prowess in manufacturing and distribution and thus it became a distinct and prominent player in India's Fast Moving Consumer Goods (FMCG) domain and it has been one of the most significant contributors to the country's health and wellness sector. After the huge success in ayurvedic medicine and fast moving consumer goods, PAL diversified its product portfolio into edible oils and wind energy sector.

Swami Ramdev promoted holistic health by promoting yoga and pranayam and different range of medicine to live natural healthy life. But he criticized allopathy and claimed that firm’s products can cure thyroid, diabetes and macular degeneration and many more diseases. Indian Medical Association went to court against false advertisement against modern medicines given by PAL. The matter went into the supreme court. The Apex court of India said Baba Ramdev has done good work for Yoga but criticized their smear campaign against modern medicine. It also criticized Patanjali’s claim to cure diseases. Supreme Court ordered Swami Ramdev and Balkrishnana to publish full page apologies in newspaper twice. Then the Company stopped all advertisements for banned products and stopped sale of banned products.