Hari Bapuji, Rod E. White, Marissa Sanwald
Ivey Publishing (W18252-PDF-ENG)
April 24, 2018
Since its founding in 2006, Patanjali Ayurved Ltd. has become a major player in India’s fast-paced consumer goods industry. The company differentiated its products through a unique combination of Indian nationalism, yoga spiritualism, social motivation, and natural / Ayurvedic ingredients. Combined with low prices and a low cost position, this strategy challenged established multinational and mainstream Indian competitors. As a result, competitors such as Hindustan Unilever Ltd., ColgatePalmolive India, Dabur India Ltd. and Sri Sri Ayurveda decide how to react to this new competitor and take advantage of growth opportunities in the Indian market.
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