PES Business Review

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This case study is about Patanjali Ayurved Ltd., also known as PAL, an Indian FMCG which has registered phenomenal growth in the last 5 years. The case tracks the different strategies which worked for Patanjali Ayurved Ltd (PAL) in the hyper competitive Indian FMCG sector. Acharya Balkrishna is the Managing Director and major stake holder of Patanjali Ayurved Ltd (PAL) but the driving force behind Patanjali Ayurved Ltd is Baba Ramdev, an ascetic and yoga guru of Indian origin. The case narrates the growth strategies of Patanjali Ayurved Ltd and key role played by Baba Ramdev and Acharya Balkrishna to bring it to its present stage. Authors have used two business models namely "Value Creation and Delivery sequence" and "Strategic Planning" model to narrate the growth and success of Patanjali Ayurved Ltd. The case ends with a peep into the future prospects of PAL.

Keywords

Patanjali Ayurved, STP, Environment Analysis, Marketing Mix.
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