A Case Study of FMCG Company: Patanjali Ayurved Limited

Patanjali Ayurved Limited has seen remarkable expansion to date, poses a serious threat FMCG companies like Colgate-Palmolive, India Tobacco Company (ITC), Hindustan Unilever (HUL), and Godrej Consumer Products. This paper aims identify the factors that contributed Patanjali's rapid ascent popularity growth as well marketing mix tactics used penetrate fiercely competitive Indian industry. The study looks into advertising techniques, product positioning, price strategies, distribution, various promotional techniques adopted by for its expansion. conducted using secondary data from articles, case studies, news IIFL, IBEF, other sources. results show that, unlike companies, PAL differentiates products capitalizing on consumers' trust in herbal ayurvedic remedies. As part of approach, makes use spiritualism, yoga retreats, television networks, social media, etc. consumers gravitate toward "Swadeshi Movement" because it places strong emphasis fostering India's economic growth. shown 2083.85% revenue since establishment year i.e., 2012 till 2021.