PATANJALI: Discoverer, Differentiator and Disruptor’

‘However old the product category may be, there is always a scope for innovation’. To be a disruptor, firm need to be an innovator in creating demand and adopting unique branding strategies. Present paper is a case study of Patanjali, a rapidly growing FMCG and Ayurveda brand in India, which has within a short span of time, changed the dynamics of MNC dominated market. Firms such as Hindustan Unilever, Nestle, P&G, Colgate Palmolive, Gillette, Dabur, Godrej Consumers, etc. are now revisiting their traditional marketing strategies, to retain their customers. Patanjali has demonstrated that a new entrant in a competitive market can very well succeed by becoming a game changer and differentiator. Present paper shall trace the journey of brand Patanjali and explore the distinguishing approaches that have brought it in the league of reputed brands. It shall attempt to identify the errors committed by the competitors and their possible future tactics to defend the market share. Upcoming challenges and expansion plans of the firm shall also be discussed briefly. Paper shall finally conclude by summarizing the sales strategies of Patanjali and key learnings out of them. The data and information have been sourced from the newspapers and related websites.