The Patanjali Marketing Sutra - An Exploratory Analysis of Brand Experience, Personality, Satisfaction, and Loyalty in the FMCG Space

The study focused on the association between brand experience, brand personality, consumer satisfaction, and consumer loyalty of brand Patanjali in the FMCG space in South India. It is clear that Patnajali has made its way into the consumers' hearts and minds. Patanjali has simply, yet successfully identified consumers' need for pure and wholesome modern products using Baba Ramdev's image for authentication and credibility. Consumption is seen as a more intellectual experience and consumers seem to use it because the brand arouses their curiosity. Repeated purchase of a brand leads to thinking and problem solving attitudes. The findings indicated that experiential branding seems to be a more powerful indicator of trending behavior regarding product purchase of Patanjali consumers than brand personality, leading to better consumer satisfaction.