Summer Internship Project Report

PATANJALI & ITS COMPETITORS – A COMPARATIVE

STUDY

A report submitted to
Asian Business School, Noida
as a partial fulfillment of Full time
Post Graduate Diploma in Management (PGDM)
(Approved by AICTE, Ministry of HRD)

Submitted to: Submitted by:

Dr. ANU NAGPAL CHOPRA YASHODEV RAI

Asian Business School Roll No.: 0C18057

Noida Batch: 2018-2020

Asian Business School (ABS)

A2, Sector – 125, Noida
Website: www.abs.edu.in

1
2
 CERTIFICATE

This is to certify that MR.YASHODEV RAI, a student of Asian Business School (ABS),

has undergone Summer Internship in our company on PROJECT VISTAR

The project work done by the candidate is original and he has worked under my guidance.

The candidate has undergone training from 03/05/2019 to 30/06/2019 at our Patna office.

Date: Seal/Stamp of the organization Name of Industry Mentor

Address:

3
Guide name Asian Business School
Dept. of Management Plot A2, Sec-125,
Noida-201303
_____________________________________________________________________

CERTIFICATE

This is to certify that the project report entitled PATANJALI & ITS COMPETITORS – A

COMPARATIVE STUDY. is submitted to Asian Business School, in partial fulfillment of

the requirements for the award of the Post Graduate Diploma in Management, and is a record

work by YASHODEV RAI (ABS/PGDM/JULY18/168). The project has been done under

my supervision & guidance and the project has not formed the basis for the award of any

degree or other similar title to any candidate.

SIGNATURE SIGNATURE

Internal Examiner External Examiner

4
 DECLARATION
I, the undersigned solemnly declare that the project report title PATANJALI & ITS

COMPETITORS – A COMPARATIVE STUDY is based on my own work carried out

during the course of my summer internship. The work contained in the report is original and

has been done by me under the supervision of my supervisor. The work has not been

submitted to any other Institution /University for any other degree /diploma/certificate or by

any other candidate in this institution. I have followed the guidelines provided by the

institution in writing the report. Wherever I have used material (data, theoretical analysis,

and text) from other sources, I have given due credit to them in the text of the report and

given their details in the references.

SIGNATURE

YASHODEV RAI

5
 ACKNOWLEDGMENT

I express my sincere gratitude to my Faculty Guide Dr. ANU NAGPAL CHOPRA &

Industry mentor Mr. SAURABH for their able guidance, continuous support and

cooperation throughout my project, without which the present work would not have been

possible.

I would also like to thank Dr. ANUBHUTI & Mr. RAVI SHARMA for giving me the

opportunity.

I am extremely grateful to my Parents, the respondents and all my friends for their

unconditional support and ready assistance.

YASHODEV RAI

6
 TABLE OF CONTENTS

S.No. NAME OF TOPIC PAGE No.

1. INTRODUCTION 9-28

2. LITERATURE REVIEW 30-38

3. RESEARCH METHODOLOGY & 40-41

OBJECTIVE

4. DATA ANALYSIS AND 43-63

INTERPRETATION

5. FINDING 64-67

6. LIMITATION OF STUDY 68-69

7. CONCLUSION 70

8. RECOMONDATION 71

9. LEARNING AND OUTCOME 72

10. BIBLIOGRAPHY 73

11. REFRENCES AND ANEXURE 74-83

7
 ABSTRACT

The topic for research is PATANJALI & ITS COMPETITORS - A COMPARATIVE

STUDY. The main objective of this project was to study the Marketing Strategy of

PATANJALI, the effectiveness of using “AYURVEDA’’ and ‘’SWADESHI’’ as Unique Selling

Proposition by

PATANJALI. The project covers the aspects like patanjali got success in such a

competitive market in a very short span of time. And how PATANJALI is proposition

(USP) of Patanjali Ayurveda. Becoming a tough competitor in the market for the MNCs

and the Indian companies. Patanjali is following the biggest “SWADESHI MOVEMENT”.

Patanjali’s vision and mission are discussed in the following project. And you will get to

know about the marketing mix of PATANJALI AYURVEDA and SWOT analysis

followed by Patanjali Ayurveda. And most important the unique selling

Project is conclude with the conclusion and suggestions. It is a descriptive research. Data

was collected from the respondents through a questionnaire. The sample size consists of 120

respondents.

8
 CHAPTER I
INTRODUCTION

9
 INTRODUCTION

The organization to attract more people which lead to increase in sales.

Patanjali focus on to replace MNC’S. They don't want to put anyone down, but they

would like to instill Swadeshi pride so that Indian money does not go out of the country.

They are not into any wars.

Patanjali Ayurved Limited is an Indian FMCG organization located in the industrial area of

Haridwar, the organization sells mineral and natural items. It was begun in 2006 by Acharya

Balkrishna alongside Baba Ramdev with the objective of building up study of Ayurveda.

The organization purchases their raw material directly from farmers, staying away from

middlemen to make huge profits. The organization manufactures 444 items including 45

kinds of cosmetic items and 30 kinds of food items. Patanjali Ayurved offers through about

4700 retail outlets. The items are accessible on the web. Patanjali Ayurveda is aggressively

planning to go into each customer segment. Patanjali's proactive moves in innovation have

been needed for its development.

Baba Ramdev's patanjali is gathering up everything in its way. Patanjali items are accessible

wherever from online to nearby stores. A few results of the firm have totally changed the

market through its innovative procedures. The development of the firm so far is without a

doubt given to its guru, Swami Ramdev, a worshipped yoga educator in India and abroad. In

last one and a half decade, he has begun with a health revolution in Indian and making

people aware about herbal products and benefits of doing yoga.

10
Patanjali is related with its personality which has a great advantage and unique

marketing strategies are the reason for its growth.

Baba Ramdev, the yoga master with the accompanying of millions who knows this brand

through his camps. Patanjali follows a unique word of mouth publicity model and all the

profit is without any advertisement as compared to other FMCG’s who spend nearly 20-30%

in advertisement. Patanjali claims that their products are made with natural ingredients and

are chemical free further their products are comparatively cheaper around (10-20%) which

helped

Baba Ramdev has continuously pitched Patanjali as a “Swadeshi” alternative to all the

MNC products “which help source Indians money abroad. The pitch has resonated well

among many Indians who now wish to purchase Patanjali’s products rather than other

companies‟.

Patanjali plans to set 10 mega units, 50 semi-mega units and many small-scale units and

compete with MNC by ‘Swadeshikaran’ (Indianisation) of products like jeans, other

clothing, shoes,etc. Though jeans being foreign apparel, considering the demands of the

consumers, we can do its ‘swadeshikaran’.”

For the quality of its products patanjali has set itself on a foreign land. This has culminated in

its increasing export reach across the world. Patanjali currently exports its products to most

major countries by partnership with other companies. It aims to make India a sourcing hub

for its product exports oversees. Around 1000 crore rupees have been kept for development

of a manufacturing base in South India to support its export capabilities. It will start tapping

export markets USA, Canada, UK, and Mauritius in 2016-17 Fiscal with its new

manufacturing facilities expected to be functional by that time. Currently the exports of

11
Patanjali Ayurved are limited with products being sold oversees in partnership with several

other companies.

Patanjali is expected to grow continuously at its current rate of 64.5% annually riding on

increased product portfolio and increase in distribution network in urban and rural areas.

With this growth it is expected to reach revenues of 5000 Crore by 2016, 7500 crore by

2017 and 12500 Crore by 2018. This would lead Patanjali to the 2nd spot among all FMCG

in the country in terms of Revenues.

Patanjali though incorporated under the Companies Act, does not follow regular corporate

theories. Rather than the top-line, the company focuses on revenues and buyer base. The

products of Patanjali have found acceptance among customers for 3 main reasons-

(1) Belief of the consumers on the products‟ high quality in terms of ingredients as well as

health benefits.

(2) Products from Patanjali are available at around 15-35% cheaper costs than similar

products from other companies.

(3) Marketing the products on the lines of Made in India.

12
 COMPANY PROFILE

PATANJALI

VISION AND MISSION

VISION

• To become the top Ayurveda company among all MNC’S.

• To re-introduce Indian Ayurveda.

• To create a healthier society.

• To reinvent the traditional knowledge of yoga and Ayurveda.

• MISSION

• Making India an ideal place for the growth and development of Ayurveda.

• To introduce Indian Ayurveda to the modern world.

• To produce good quality products at cheaper rates.

• To restart the swadeshi moment.

13
 PATANJALI PRODUCTS

Natural health care -

Digestive, Health & Wellness, Chyawanprash, Badam Pack, Ghee, Honey, Health Drinks,

Fruit Juice Etc

Natural food products-

Biscuits And Cookies, Spices, Candy, Murabba, Soan Papdi, Natural Sugar, Broken

Cereals(Dalia), Gram Flour(Besan), Pickle, Mustard Oil, Rice, Papad, Oats, Noodles,

Pulses, Namkeen, Corn Flakes Etc

Ayurvedic medicines-

Kwath, Vati, Churna, Parpati/Ras, Arishta, Syrup, Oil, Balm, Tablets, Bhasma,

Guggul, Pishti, Asava, Godhan Ark, Lep, Inhaler.

Herbal home care-

Agarbatti, Dish Wash Bar, Herbal Gulal, Hawan Samagri.

14
Natural personal care-

Skin Care, Hair Care, Dental Care, Body Care, Toiletries, Eye Care, Shaving Cream

Though Patanjali might not be regarded as a complete corporate set up, but the company

has been taking significant steps to professionalize the management and incorporating the

necessary processes and technology in the work culture. Patanjali is emerging as an

Employer of Choice’’ as many professionals are independently coming forward to work

with the company. The company is currently in the process to implementing ERP.

Overall, the organisational culture is very employee friendly as the company engages in a

lot of training and development program for its employees. It also engages in career

counseling and mentoring activities.

It is a spiritual culture and it is purpose-driven. Professionals earlier did not have a place

where they could take care of their family needs and at the same time work for a

purpose, to give back to society and be proud of what they do. It follows a mechanistic

culture despite having a dynamic environment.

Compensation packages are in line with industry standards. They do not seek

great qualifications, they only make sure of two things--that the applicant does not

smoke or consume liquor and should be of Satvik nature.

15
Strengths

 They produce natural products which has no side effects 


 Natural products without any kind of side effects. 

 Innovation through spirituality. 

 They have Solid base with trusted image. 

 Social Responsibility to make consumers feel healthy 

 Follows unique Marketing Strategy 

 Innovative Personality 

 Products with cheaper prices. 

Weaknesses:

 There are other Strong competitors in the market 


 Substitute of the products is available. 

 Level of export is very low. 

 Some products have high prices. 

 Promotional activities are very less. 

Opportunities:

 Huge domestic market over a billion of population. 


 Rural area is still a untapped market. 

 Lifestyle of the people is changing with the increase in their income level. I.e. Per
capita income of the consumer is increasing. 

 Tax and duty benefits are available for export units. 

 It has a capability of Becoming World’s Top MNC Company. 

 It holds Maximum Marketing Share 

16
 Threats:

 Interference of political parties. 

 Controversy created by other companies for Patanjali products.

 Removal of import restrictions resulting in replacing of domestic brands. 

 Temporary Slowdown in Economy can have an impact on FMCG Industry. 

 Lack of support from foreign government. 

17
UNIQUE SELLING PROPOSITION (USP)

BABA RAMDEV’S dream is to build a Disease Free Society- World free

from medicines. Proper breathing techniques can cure all diseases completely

without any medical help. Researchers shows that this is the outcome of

pranayama yoga. There are around 35,000 well trained people who hold yoga

classes in different regions of the country.

Patanjali Yogapeeth has set up 540 branches and 15 more centres are in the

process of being established.

This fulfill the requirements of all the customers as they believe that their

responsibility is to make people feel healthy.

18
INTRODUCTION TO FMCG INDUSTRY

Fast Moving Consumer Goods:-

Products, which have a rapid turnover, and comparatively low cost, are known as Fast

Moving Consumer Goods (FMCG). FMCG products are those products that get replaced

within a year or two. FMCG generally have a wide variety of frequently purchased

consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving

products and detergents, as well as other non-durables like glassware, bulbs, batteries, paper

products, and plastic goods. FMCG also include pharmaceuticals, consumer electronics,

packaged food products, soft drinks, tissue paper, and chocolate bars etc

The FMCG Industry:

The overall fast moving consumer goods (FMCG) market is expected to increase at a

compound annual growth rate (CAGR) of 14.6 per cent to touch US$ 110.3 billion in the

period 2012-2020, with the rural FMCG market anticipated to increase at a CAGR of

17.6 per cent to US$ 100 billion during 2012-2025.

Entry of patanjali into FMCG

Patanjali started off manufacturing bulk ayurvedic medicines later branching its operations

into FMCG markets as well. Since, the FMCG market has low entry barriers, Patanjali will

soon be established asone of the major consumer goods company motive was to make the

world medicine free. The recent trends clearly states that the company’s priorities are shifting

from medicines to consumer goods category, because the net revenues earned through

FMCG sector are on par with ayurvedic medicines.

19
Patanjali Ayurveda – Current Market Insights

Patanjali as a brand currently has major 4 business divisions : cosmetics and health, food and
beverages, home care and healthy drinks. Patanjali is targeting its 10,000 crore revenue in the
year 2016-2017 as the sales has grown to 150 % in the previous financial year to Rs 5000
crore and in the financial year 2014-2015 revenue of Patanjali Ayurveda was Rs. 2000 crore

PATANJALI’S R&D FACILITY

Patanjali also have R&D center which has all the advanced technology and machinery
required for testing the products. Even they have separate R&D department for each of its
production units.

CONSUMER BUYING BEHAVIOUR

In olden patanjali has achieved great heights in a short period of time as compared to other
companies who takes several years to achieve this level.

There is no doubt that Patanjali is a innovative force in the FMCG space and is a credible
threat for the holders.

Market share

Patanjali holds the market share of 8-9 %.

Patanjali has grown more than 10 times in revenue in last 5 years.

Patanjali is also planning to enter into khadi products and animal feed this year.

Company has 4000 distributors, 10,000 stores and 100 mega- marts.

Patanjali Sales

Patanjali wants to sell its products through 30 lakhs shops by next financial year and
enter into big commerce trade as the products are already available in 10 lakhs shops.

Patanjali focus on revenue over profitability.

20
Proactive moves in Innovation

Patanjali aggressively wants to enter into every consumer category. An innovative R&D
facility equipped with latest technology patanjali has launched a mobile app through which
people can locate retail outlets and can also order their products online.

Patanjali has recently tied up with Future group to sell their products. Their outlets are
opened in almost every district/ city of India through which they also sell their products.
Demand of the products is send to their centre office from the outlets and then as per the
demand, different products are collected from different units of Patanjali. The items are then
delivered to outlets majorly through Patanjali transport.

Sales and Distribution –

Patanjali As the products are available online, they can also be acquired through post with
the help of demand draft.

Patanjali herbal products are also available at Post Offices across the country so that they can
reach its every customer.

Patanjali has implemented the ERP t5o strengthen the distribution and which will also help
them to manage their inventory.

Days, the importance of consumer’s behaviour was not realized because it was seller’s
market. But modern marketing is customer-oriented. Therefore, the study of consumers
buying behavior is vital in framing production policies. Price policies, decision regarding
channels of distribution and decisions regarding sales promotion. Research has shown that
consumer behaviour is difficult to predict, even for experts in the field. The study is done
for getting a deep knowledge and ideas about Indian consumer behavior towards Patanjali
products. .Marketers always shows interest in the consumer’s behaviour. The research of
consumer behavior helps the marketer to know their consumer well and how they think, feel
and select from various substitute products, brands and the like and how the consumers are
affected by their surroundings, society, family, and salespersons, etc. A consumer’s buying
behavior is affected by cultural, social, personal and psychological factors. Most of these
factors are beyond control and beyond the hands of marketers but they have to be taken into
account while trying to understand the complex behavior of the consumer

21
STRATEGIES

MARKETING MIX

Product

Baba Ramdev is always pushing Indian individuals to begin utilizing Indian brands and
save the economic development of the origin. Patanjali is wanting to assume control over all
established brands managing in food industry and beverages industry.

In many sectors Patanjali items are as of now doing extraordinary:

• Foods – Including jams, biscuits, noodles, oats, pulses and many other lines of this
products.

• Beverages

• Healthcare & Medicines

• Personal care

• Cleaning agents

Items that are as of now making news and have constrained contenders to acquire their
costs down request to save their existence in the market.
s
Items where Patanjali is available and beating rivalry are

• Dabur honey: Patanjali Ayurved is giving individuals choice to purchase

quality honey at around 30% lesser cost than Dabur.

• Colgate: Patanjali Ayurved is spreading how Colgate deceived individuals in early

days. What's more, how ayurveda is the most ideal approach to treat your gums and your
teeth.

• Patanjali Noodles: Patanjali Noodles make its importance while Maggi was far from
the market and has done very harm to Maggi, which once was the ruler of Noodle's market.

22
Pricing

Two components that have made Patanjali Ayurved the quickest developing FMCG

organization in India are: 1) use of herbal products and 2) pricing. Valuing assumes a critical

part in putting Patanjali Ayurved in front of its rivals. HUL and Procter and Gamble are

attempting their level best to adapt up to the opposition however the adoration for Indian

item developing in individuals is not helping them.

Patanjali is instructing individuals about the advantages of utilizing their items and are also

telling them about their pricing strategy of comparison as their marketing strategy.

Penetrating pricing strategy has been used for the sale of patanjali goods as they know by

setting the higher prices for their good they will not be able to overcome the market. Also, if

the ingredients are herbal and produced in their own country, the cost of the item will still be

lesser. There is a drop of 25-30 percent of cost in practically every item when contrasted

with Universal Brands which is helping Patanjali achieve every last family in India.

Place

Patanjali Ayurved is India's quickest developing FMCG Organization however it is not

preventing it from spreading its wing to neighboring nations like Nepal. Patanjali has an

assembling unit in Nepal. Patanjali likewise imports herbs from Himalayas in Nepal; the

entrenched exchange connection is helping Patanjali extend its wings in Nepal effortlessly.

With the developing effort in India and Nepal, Baba Ramdev goal is to beat the market in

part of different nations. With amazing income of 5000 Crores, Patanjali is without a doubt

going to have a considerable measure of store for development.

23
In India, 1000's of stores are presently offering Patanjali items, and these stores are

solely offering Patanjali, making the nearby retailer move. The penetration levels will

just ascent further as the edges in the item are great as well.

Promotion

Patanjali Ayurved runs with the saying "Prakriti ka Ashirwad". All things considered, Patanjali

Ayurved has obtained the essential distinction and importance among individuals on account of

the internationally perceived Yoga Master, Baba Ramdev. This brand ambassador has achieved

great heights single handed for the success of Patanjali. His commitment to individuals' life

through Yoga is inconceivable thus individuals adjusted with him when he Start his own one

of a kind Indian FMCG Organization. While many people moved to Patanjali Items as a

result of Baba Ramdev, a pool of Indians began tailing him when they understood how

great and budgeted Patanjali items really are. Patanjali Advertisement crusades have

constantly centered on outperforming data to individuals that "income of Patanjali is for

charity and not for ownwers of the brands ". Also, it is better that the income created from

everyday items stays inside India rather than the benefits going out to outside

organizations. Till date, Indians did not have numerous other options to remote items but

rather now they do have confined items.

Baba Ramdev accepted the open door in his grasp and has begun impacting Indians by

sharing data about price gap and how helpful naturally grown Patanjali items really are.

Baba Ramdev has stopped the open door with both hands and has had immense effect to the

marking of Patanjali Ayurveda. Presently, Patanjali is additionally offering the items online

through Web based business, expanding their penetration further.

The truth will surface eventually how individuals from around the globe will get Patanjali

items as an option of items from HUL and Procter & Gamble.

24
KEY TO SUCCESS

1. Less Price:

Patanjali products are available at cheaper prices compared to their competition. The
company sources products directly from farmers and cuts the middlemen cost to increase
the profits. Hence, they are able to reduce their raw material procurement cost and produces
goods at a much cheaper cost.

2. Strong Distribution Channels:

Patanjali products are sold through different mediums. These include Patanjali Chikitsalayas
which are basically clinics. Then there are Patanjali Arogya Kendra’s which are health and
wellness centres. They also have non-medicine mediums called Swadeshi Kendra’s.

3. Strong Brand Association with Health Because Of Baba Ramdev:

People are re-buying patanjali products frequently and getting attracting towards the brand.
Because of the association of Baba Ramdev patanjali is able to create the brand perception
of health and wellness among Indians.

4. Simple Packaging Gives It A Natural Look:

Patanjali follows the strategy of simple packaging. Many feels that it is not a good strategy
but it has worked for patanjali. For the brand like Patanjali, where the message is to
promote
‘Ayurveda’ and ‘Health’, simple packaging can be a very productive way of promotion.
With a natural look consumers get a feeling of health and wellness and they are attracted
towards the brand.

5. Promotion through Media:

Baba Ramdev is considered as the guru of yoga across the world. He has maintained a good
relationship with media and press by being co-operative with them. Also, he has also
maintained good connections with many politicians. So he used both the facts to publicize
his company free of cost.

25
6. Word-Of-Mouth Promotion:

Advertising and promotions typically account for 12-25% of revenue expenditure by

consumer goods companies. When a new company gets into the business, this spending is

significantly higher. During the initial stage, Patanjali followed a unique strategy of word of

mouth publicity model and the entire profit was without any advertising. It was because of

the brand loyalty of its customers that the word-of-mouth promotion proved so successful for

the company.

26
COMPETITION FROM PATANJALI PROMPTS FMCG TO HIT BACK

The strong competition has boosted most of the fast-moving consumer goods (FMCG)

companies to hit back. Considering the country's biggest FMCG Company Hindustan

Unilever (HUL) is doing: they have relaunched its herbal brand Ayush, online. A bundle of

new products across hair care, skin care and pain balms have been launched online under

Lever Ayush Therapy. The plan is to take the brand to great heights in the future. The firm is

also planning to increase its 'herbal' offerings, moving into a new category such as health

foods, oral care, lip care etc.

Consumers interest in the herbal products is increasing every day. As it has become a

emerging trend these days- HUL. As a FMCG company, it has to adopt changes, this is why

they have added Ayush to their portfolio which has now staged a comeback. They also get

Indulekha to grow their presence in the value-added hair oil segment. They are planning to

continue with more investments in this area."

Companies which are directly affected by Patanjali are planning to make their

products relevant to their consumers. -Dabur, Himalaya, Emami.

Emami is also ready to add new herbal products to its portfolio to strengthen the position of

the firm in the herbal space. It’s not a new trend but it has been around for a long time. But,

the emergence of new players is happening right now. They will continue to add new

variety of products with acquisitions.

27
This has become a challenge for the companies to develop new products with the natural

ingredients as herbal and non-herbal companies are now going back to the drawing board.

To secure its brand Godrej has also come up with new innovations in their portfolio. They

have launched a neem-based mosquito coil, a creme hair color that has coconut oil and new

variants under Godrej No 1, its natural’s platform in soaps.

Colgate is also aggressively advertising its active salt neem toothpaste to give a perfect

competition to patanjali’s Dant Kanti . colgate is also planning to add more to their portfolio.

Dabur is also introducing new Ayurvedic products targeting children men and women.

Existing products such as Dabur Honey and Chawanprash are being pushed forcefully in the

marketplace as Patanjali positions itself as a price warrior in these categories.

Himalaya has also launched its range of new wellness products which aim to provide

therapeutic solutions to consumers. Products ranging from anti-hair fall creams to pills for

staying slim are part of this new initiative.

28
FUTURE STRATEGY

Patanjali Ayurved has grown strongly in the past decade. But to sustain its momentum,

the company would have to tick a few boxes:

 Rural Push: Rural market accounts for majority of India’s population but contributes

only

9% in the FMCG Industry. Thus increasing distribution and support infrastructure in

rural areas is a key area where there is need to focus and opportunity to grow.

 Increase in Research and Development: FMCG brands would need to focus on R&D

and innovation as a means of growth. Thus Patanjali would have to do a lot of investment

in terms of capital and effort into significant research and development of newer product

categories.

 Focus on Exports: Patanjali has largely focused to serve the domestic market.

Exports thus remain to be a very low fraction of the total sales. It is thus imperative to

focus on exporting products using Indian operations as sourcing hub for the same.

29
CHAPTER II

REVIEW OF
LITERATURE

30
REVIEW OF LITERATURE

Kapoor & Chaudhary (2016)


Studied the factor that influences consumer’s purchase for Patanjali product and

their perception towards it. The author’s take opinion of 150 



respondents and their overall attitude towards strategies implemented by

Patanjali Ayurveda. The study finded that product quality, brand image and

trust are more important factors influencing consumer’s decision towards

purchase of patanjali products. 






Raizada (2016)


studied patanjali as a rapid rowing FMCG & Ayurveda brand in India which is a

very short period of time changed the dynamics of MNC dominated 



market. The author identified the error committed by the competitor and their

possible future tactics to define the market share. An entrant in a competitive

market ought to look for the strategies to be a game changer and differentiator.

Many competitors are now forced to follow by introducing herbal products,

keeping prices competitive and promoting CSR activities to gain public trust. 





Godey

& weitz (2012)

Studied the factors that influence the customer to purchase luxury goods and to

consider the combined effect of brand and country. The overall 



31
 Research is based on the qualitative data. Through the research it was founded

that the consumer’s give relative importance to components in making luxury

purchase. 







Machlet & Eroglu (1989)
 

aims to study the effect of individual and product specific country of origin as a

product quality .The author developed a variables of utilising

conceptual model based on paradigm to investigate the relative attempt to country of

origin as a quality indicator in a casual framework. The author find out that country of

Origin is a significant indicator of product quality.

 
Sen. (2015)

Maggie is finding itself in absolute turmoil over its questionable adherence to health

standards. Surprising though it may sound but Yoga guru Ramdev

has jumped on the opportunity and was quick to announce that his own brand of

'healthy' Maggi would hit the market soon. "There would be no more Maida. I will

provide a healthy alternative Maggi soon for children. There won't be any harmful stuff

for the body or anything that creates addiction," Ramdev told his followers. Taking on

Maggi, he said, "Maggi should apologize. And if the government takes strong measures

the company should be asked to pack up and leave the country. We don't need a

company that spreads poison. Maggi is filled with lead. If children have Maggi they

32
would be prone to heart, kidney and liver failures besides cancer. "Enough to scare of

people and attract them to Patanjali-made noodles even if Maggi stages a comeback.

While there is no Patanjali noodles on the market, Ramdev reiterates his intent to bring

to the market a Maggi-type noodles again in the end, along with hair dye and gel. And

Ramdev didn't stop at that. He even projected his Powervita that would take on

established health drink brands for children like Complain, Horlicks and Bournvita.

their own products for the customers to capture the market. Here, in this study ,yoga 

and pranayama and considered as the dimensions of spirituality and it is observed that

people generally rely on a spiritual guru for performing yoga and pranayama swami

Swami Ramdev ji is the most famous guru in teaching yoga and pranayama in India and

he, through Patanjali Yogpeeth Kumar, Jain & Rahman (2014), spiritual organizations

are launching and selling, has launched several products not only based on Ayuvedic

medicines but also on FMGC. Hence, this paper talks about marketing through

spirituality through the case study and success story of Patanjali Yogpeeth. The research

uses a qualitative approach to collect data from various officials of Patanjali Yogpeeth

through unstructured face-to-face interviews. The study revealed that yoga and

pranayama are very effective tools in marketing through spirituality and influence the

consumption behavior. has succeeded in creating a positive image through spirituality

and using it to sell the products in the market. influence the consumption behavior. has

succeeded in creating a positive imagethrough spirituality and using it to sell the products

in the market.

33
 
Pandey & Gupta (2016)

Studied that Patanjali has become a prime household name. Patanjali Ayurveda is

offering the entire range of FMCG products such as food,

Grocery, nutrition, hair care, skin care and dental care at much competitive price than

the other brands available in the market. From building a strong community before

launch to the swadeshi abhiyan Yoga guru has played crucial role to convey his

message that Patanjali Ayurvedic products can also cure chronic diseases cancer,

AIDS, diabetes, arthritis, thyroid, and more. Despite of that Patanjali is also spreading

its wings through a new product line that is apparels, as per the recent announcement

by Yoga guru is to planning to launch clothing line for each and every age group.




 
Khanna (2015)

The study shows that every person is a consumer of different brands at the same time.

The choice and usage of a particular brand by the consumer over the

time is affected by the quality benefits offered by the brand especially when it comes

to brand of eatables and cosmetics. The data collected through 100 questionnaires.

Findings in the paper show that there are many significant factors that together make

up the buying decision of the product. Customers’ perception towards a brand is built

largely on the satisfactory value the user receives after paying for the product and the

benefits the user looks for. In this study, a large portion of the user is satisfied from

Patanjali products. It may be because of reasonable price of the product. It may be due

to ability of the product to cure the problem. The satisfaction brings in the retention of

customer. Patanjali is enjoying the advantageous position in market through

34
 
spirituality element involved in its products.





SHINDEY & GHARAT in their paper on PRODUCT POSITIONING ON

PATANJALI states that the company operates in the three broad business category

Home care, ayurvedic and FMCG products. The reason behind their success is that

their main aim is not to make profit but to make the world medicine free. They use to

make profits from their health products. Patanjali products have gained success in the

Market and customers in the short period of time. . The need for more and clear

advertisement along with promotional camp supported with medical advice to


consumers was felt in order to improve consumer acceptability.

35
.

 
Peter (2005)

Consumer Behaviour Christopher studied the shopping habits of consumers to


form an idea of whether or not the store concepts, product ranges and

strategies of the companies are appropriate towards consumer requirements. He

believed that consumer behaviours are unpredictable and changing continuously

changing; while trying to under try to understand how individual or group make their

decision to spend their available resources on consumption-related items. These are

factors that influence the consumer before, during, and after a purchase for example,

feedback, from other customers, packing, advertising, product appearance, and price.

According to S.Kumar in (2016) in his paper on SUSTAINABILITY THROUGH


EXTENTION states that Ramdev and Balkrishna responsibility was to spread the

awareness about yoga and Ayurveda medicine- unlikely of - YOGA for inner peace

and FMCG for external beauty. They are regularly introducing new products in their

portfolio and setting their business online as well so that they can reach more number

of customers. Inividuals are coming forward to be its franchisees because besides

getting a trouble-free employment, they are also feeling fulfilled internally by curing

people’s diseases and taking India’s rich and old practices to the masses. Also, they

need not cheat consumers or talk about products because everyone knows about the

advantages of the age old Ayurveda. The unique part about Patanjali is that there is

36
 
no ordinary technique adopted anywhere

G Satheesh(2016)

Studied that Indian consumer segment is broadly segregated into urban and rural

markets, and is attracting marketers from across the world. The study

of consumer preference reveled that the people between the age group of 15-45 are the major

consumers of patanjali products. It was observed that between age group 0f 15-25 years are

preferring cosmetics. The rest of the age groups prefer food related products. Hence the

mileage can be taken to drive the market as people are becoming More health conscious by

introducing healthy food products. It was observed in the study that noodles were not

repeatedly purchased from patanjali. Respondents were showing less interest towards

detergents but were interested towards tooth paste. Price has become a significant factor

along with ayurvedic and herbal. However patanjali is entering into much business it is

suggested that it focus on more cosmetic, health and food related products.


T. Mamatha, (2008)

it was said that consumer behavior is a very complex phenomenon, which needs more

efforts to understand, explain and predict. In order to

get a clear understanding of the same, every marketer should realize that consumer

behavior is, in fact, an assumption every marketing manager must make, if he plans

to market on any basis other than hit-or-miss. Although some individuals find it

difficult to make this assumption, one must agree that behavior is not so erratic or

mysterious that it defies explanation.

37
 
Ghosh (2015)

Yoga teacher Ramdev Company will soon market herbal supplements and food products

developed by India's defense research organization DRDO. The

DRDO or Defense Research and Development Organization finalized agreements with

the yoga teacher's "Patanjali Yogpeeth", for the transfer of technology involving products

made from Seabuckthorn at its high altitude research lab in Leh. With this venture, the

DRDO, which has products ranging from juices and mosquito repellents to strategic

missiles, hopes to make a mark in the "civilian" market. The organization clarified that its

contract with Patanjali is "non-exclusive" and it has transferred technologies to other

companies in the past. The DRDO laboratory, which has units in Siachen, the world's

highest battlefield, has developed technology to improve the availability of fresh food in

the mountains and for poultry, goat and dairy farming and green house cultivation; the

know-how is shared with local farmers. Apart from what has been commercialized, there

are many more applications which Patanjali Ayurveda could explore to exploit the full

potential of Seabuckthorn.. Defense research organization is increasingly trying to

commercialize its technologies for use beyond the armed forces.

WINER,R.( 2011)

It has been established that the consumer buying behaviour is the outcome of the needs

and wants of the consumers and they purchase to satisfy these Needs and wants. Although

it sounds simple and clear, these needs can be various depending on the personal factors

such as age, psychology and personality. Also there are some other external factors which

are broad and beyond the control of the customer. A number of researches have been

carried out by academics and scholars on identifying and analyzing those factors affecting

the consumers buying behaviour and as a result, various types of factors have been

38
identified, these factors have been classified into different types and categories in

different ways.

39
CHAPTER III

RESEARCH
METHODOLOGY

40
RESEARCH METHODOLOGY

OBJECTIVE OF THE STUDY

1. To understand the consumer preference for Patanjali

2. To analyze & compare Patanjali with it competitors

TYPE OF RESEARCH

Descriptive research - Descriptive research design is a scientific method which involves

observing and describing the behavior of the subject without influencing it in any way.

DATA SOURCES

There are two types of data. Source of primary data for the present study is collected through
questionnaire and answered by consumers of Patanjali Ayurveda.

The secondary data is collected from journals, books and through Internet search.

PRIMARY DATA

The data that is collected first hand for the purpose of facilitating the study is known as
primary data. So in this research the data is collected from respondents through questionnaire.

SECONDARY DATA

For the company information I had used secondary data like brochures, web site of the
company, news articles etc. The Method used by me is Survey Method as the research done
is Descriptive Research.

41
RESEARCH INSTRUMENTS

Selected instrument for Data Collection for survey is Questionnaire.

SAMPLE UNIT

120 respondents of different age groups, different profession and of different gender.

SAMPLING DESIGN

Convenience sampling. In case of convenience sampling questionnaire will be

administered through social networking sites. In this case the questionnaire will be shared
through email and social networking sites (Face-book and WhatsApp).

SAMPLING TOOLS

Pie charts were used.

42
 CHAPTER IV
DATA ANALYSIS
&
INTERPRETATION

43
DATA ANALYSIS&INTERPRETATION

GENDER No. of responded Percentage

MALE 64 54%

56 46%
FEMALE

INTREPRETATION

The above data analysis shows almost equal percent of the respondents
from both the genders. This clearly indicates that the results will not be
based on skewed data.

44
AGE

AGE No.of respondents Percentage

Below 18 12 10%
18-24 48 40%
25-35 18 15%
36-44 12 10%
45-60 18 15%
Above 60 years 12 10%
Total 120 100

age group

below 18
18-24
25-35
36-44
45-60
60 and above

INTREPRETATION

The above data analysis shows that the age group of 18-24 are more interested in
patanjali product.

45
Are you aware about Patanjali product ?

Options N0. Of respondent Percentage

Yes 78 65%
No 42 35%
Total 120 100

aware about patanjli

yes
N0

INTREPRETATION

By above graphwe get maximum people know about patanjali product. May be
because product quality is good.

46
What influences you to buy Patanjali product ?

Options No. of respondent Percentage

Family 40 33.3%
Freinds 30 25%
Social media 15 12.5%
Advertisment 35 29%
Total 120 100

INFLUENCES

Family
Friend
Advertisment
Social media

INTREPRETATION
By above graph we found maximum people purchase patanjali product because
they see that use his/her family member those who influences on people a lot.

47
What type of Patanjali product you shop the most?

Option No. of respondent Percentage

Cosmetic 15 12.5%
Beverage 20 16.6
Herbal 50 41%
Eatable 35 29.1%
Total 120 100

cosmetic
beverage
herbal
eatable

INTREPRETATION

By above the graph we got data maximum people purchase herbal product because
may be it is very beneficial for health.

48
What makes the Patanjali product different?

Option No. of repondent Percentage

Price 40 33%
Quality 50 42%
Brand name 30 25%

price
Quality
Brand name

INTERPRETATION

By the above graph we got maximum people believe that brand image is real factor
for different. May be reason of patanjali brand ambassador Baba Ram dev.

49
Do you buy patanjali products from specific buyer?

option No. of respondent Percentage

Yes 96 80%
No 24 20%
Total 120 100

yes
no

INTERPRETATION

From above the graph maximum people is agree that they purchase patanjli
product from a specific shop because may be exclusives store available in the
market.

50
Do you think Patanjali in future will be tough competition for other foreign brand?

Option No. of respondent Percentage

Yes 84 70%
No 36 30%
Total 120 100

yes
No

INTERPRETATION

By above the graph we get result maximum people believe that in a future patanjli will
compete foreign brand because may be reason that quality and price is good compare to
other foreign brand.

51
How much are you satisfied with Ptatanjali?

Option No.of respondent Percentage

Highly satisfied 12 10%
Satisfied 48 40%
Neutral 24 20%
Dissatisfied 36 30%
Total 120 100

highly satisfied
satisfied
neutral
dissatisfied

INTERPRETATION

Most of respondent are satisfied with patanjali and some are highly satisfied with
patanjli because may be price and product quality is good so.

52
Does patanjali also helped you to solve your medical issues?

Option No.of respoindents(120) Percentage

Yes 84 70%
No 36 30%
Total 120 100

Saes

yes
no

INTERPRETATION
most of the respondent believe that patanjali product help in medical issue like
Ayurveda.

53
Do you think Patanjali is known worldwide?

Option No. of respondents Percentage

Yes 72 60%
No 48 40%
Total 120 100

yes
no

INTERPRETATION

Most of the respondents believe that patanjli is famous

brand in world wide.





54
Do you think all Indian should opt for Patanjali?

Option No. of respondents Percentage

Yes 72 60%
No 48 40%
Total 120 100

yes
no

INTERPRETATION

Most of respondent believe that all Indian people should opt patanjli
product.

55
Indian customers who purchase products made in other countries
are responsible for falling sales of patanjali?


Option No.of respondents Percentage
Yes 84 70%
No 36 30%
Total 120 100

yes
no

INTERPRETATION

Most of respondents believe that this is the reason that’s why falling
sells of patanjali.

56
Do you think patanjali policy regarding make in India serves as
a role model to other brands?

Option No. of respondents Percentage

Yes 72 60%
No 48 40%
Total 120 100

yes
no

INTERPRETATION

Most of the respondents believe that patanjali policy regarding

make in India serves as a role model to other brand.

57
According to you is patanjali ranks no.1 when compared to
other foreign brands?

Option No.of respondents Percentage

Yes 48 40%
No 72 60%
Total 120 100

yes
no

INTERPRETATION

Most of the respondents believe that in this time its impossible

because may be it is not famous on worldwide.

58
Do you think use of Ayurvedic products will lead towards better India?

Option No.of respondents Percentage

Strongly agree 12 10%
Agree 48 40%
Neutral 36 30%
Disagree 24 20%
Total 120 100

strongly agree
agree
neutral
disagree

INTERPRETATION

Most of respondents believe that Ayurveda will lead towards better India . and some
respondent highly agree who believe that its sure .

59
.
Are Ayurvedic products beneficial for consumers more than allopathic?

Option No .of respondents Percentage

Strongly agree 36 30%
Agree 48 40%
neutral 12 10%
Disagree 24 20%
Total 120 100

strongly agree
agree
neutral
disagree

INTERPRETATION

Most of respondent agree from above statement and some people is strongly agree
from above statement.

60
Products that are made in home country proved to be quality conscious when
compared to imported countries?

Option No. of respondent Percentage

Strongly agree 12 10%
Agree 48 40%
Neutral 24 20%
Disagree 36 30%
Total 120 100

highly satisfied
satisfied
neutral
dissatisfied

INTERPRETATION
Most of the respondents believe that products that are made in home country proved
to be quality conscious when compared to imported countries.

61
Have you seen any tangible health benefits of using SWADESHI products?

Option No. of respondents Percentage

Yes 48 40%
No 72 60%
Total 120 100

yes
no

INTERPRETATION

Most of the respondents believe that not much more different if we do compare with
foreign product.

62
Would you like to recommend Patanjali Ayurveda products to others?

Option No. of respondents Percentage

Yes 84 70%
No 36 30%
Total 120 100

recommend patanjali product

yes
no

INTERPRETATION

Most of the respondent they like to recommend patanjali product to others.

63
Will you stick to patanjali products in future?

Option No. of respondents Percentage

Yes 66 55%
No 54 45%
Total 120 100

yes
no

INTERPRETATION

Most of the respondent believe that they will stick to patanjali product in future.

64
 FINDING

 Majority of the people (88%) of people are aware about patanjali. 

 30% of families influences their family members to buy patanjali products. 

 35% people believe that the brand name makes the patanjali product different. 

 Also 33.3 % people believe that their quality makes the patanjali product different. 

 Quality as the most influencing factors in the purchase decision while price is also an

important for purchase decision but they are already selling the products at affordable

prices. 

 People are ready to buy products of brand which suits their budget means more

quantity + less cost + quality. 

 Extra quantity with less or same price, more satisfaction, quality and other factors

clout consumers to switch over to other brands. 

 Consumer remember that name of the product by the company name and also from

the past performance of that company 

 Demand is too much for Patanjali’s products in market, because of that shortage

problem occurs in market regularly. 

65
  75 % of people believe that Patanjali policy regarding “Make in India” serves as a

role model to other brands 

 52 % of people believe that it will be a tough competition in future for the foreign

brands. 

 56.7 % of people believe that Indian consumers who purchase products made in

other countries are responsible for falling sales of Patanjali 

 80 % of people are satisfied with patanjali products 

 65.8 % of people believe that it does not solve medical issues 

 75% of people are satisfied in which 8% are highly satisfied 

 Schemes always attract more and more consumers towards particular brand.

Simultaneously it gives idea about the factors which consumers look most in the

product before they make final decision 

 Price off and extra quantity is the two main offers/schemes which consumers have

come across at the time of purchase 

 61.7 % of people believe that all Indians should opt for patanjali 

66
 56.7 % of people believe that Indian consumers who purchase products made in

other countries are responsible for falling sales of Patanjali 

 75 % of people believe that Patanjali policy regarding “Make in India” serves as a

role model to other brands 

 62% of people agree that use of Ayurvedic products will lead towards better India 

 54.2 % of people like to prefer patanjali over foreign brands. 

 60 % of people do not believe that patanjali ranks no. 1 when compared to other

foreign brands. 

 62% of people agree that use of Ayurvedic products will lead towards better India 

 68% of people agree that Ayurvedic products beneficial for consumers more than

allopathic 

 60 % of people agree that Product that are made in home country proved to be quality

conscious when compared to imported countries. 

 60% of people felt benefits of using a SWADESHI product. 

67
 Maximum no. of people are satisfied using patanjali product and they are not going to

switch the brand in near future. 

 According to the hypothesis, it has been said that people purchase patanjali products

because they are ayurvedic and made in India. 

 Indian consumers choose foreign brands over Indian brands. 

68
 LIMITATIONS

Every attempt will be taken to obtain error free and meaning full result but as nothing in this

world is 100% perfect.

I believe that there will be still the chance for error on account of following limitations:-

 Limited numbers of respondents 

 Time limitation for compelling the project. 

 The data obtained in some cases may be biased. 

 Difficulty in communicating within the city while conducting the survey. 

 The information obtained from the consumers based on questionnaire was assumed to

be factual. 

 Since the survey is based on sampling method, it does not disclose the character of

entire customer 

 No home delivery.. 

 Product unavailability for the consumers in the market is one of the biggest limitation

for Patanjali Ayurveda. 

69
Perceived limitations of patanjali associated with products act as barriers in consumer

Decision making process and affect consumer behavior.

70
 CONCLUSION

Patanjali is a well-known brand in Indian market and as well as now in foreign countries

also. 100% share of the successful of brand goes to only two people, baba Ramdev and

Acharya Balkrishana. Baba Ramdev not only made people aware of yoga but also forced

them to use ayurvedic products for their wellness. In result today people across the

globe respect the personality of Baba Ramdev. When he suggested people to use

ayurvedic products instead of manmade or basically lab-made products, he found that

there is no such famous brand which provides wide range n ayurvedic medicines and

other products. So they decided to establish their own brand of ayurvedic products. Soon

people started enjoying the use of patanjali ayurvedic medicines and other herbal

products as they always believed in both the personalities. Baba Ramdev after showing

tremendous growth in ayurvedic products also started making FMCG products. They

started their own manufacturing of all the products such as biscuits, chocolates, other

food products not only these they also manufactured washing powder used in cleaning

clothes and dishes.

Patanjali has shown tremendous growth in past years, their profit table kept on

multiplying and in future also their company will grow as there are no such competitors

in the market and most important the reason of their growth is the belief of the people in

Baba Ramdev that his products are 100% safe to use and will cause no harm.

 This report shows that most of the people are aware about patanjali products. The

survey was conducted on people from age group of 18-60 and above. 

The buying pattern was mostly positive. Better quality and pricing, mouth of words

publicity ,perception of being.

71
 RECOMMENDATIONS
Blessed by baba ramdev, patanjali is really a great Indian brand. We admire the brand

for its quality, honesty and the spirit of Indian nationalism behind it.

Patanjali’s products are excellent, even superior to its competitors. But, having

excellent products alone does not promise success in consumer markets

Proper marketing and branding has to match. With great products which compare with

or surpass their MNC competition perfectly, patanjali needs to work on its customer

experience side as well.

Even though i am its customer and want to remain loyal to the brand, there are some

problems which disturb me. Here are some weak customer experience aspects the brand

must improve upon.

1) Out-of-stock window gives other competitors a chance to grab the

opportunity of sales as the demand is very huge and supply according is not

appropriate.

2) The stores are cramped. They look like a shop-cum-godown. A customer has to

struggle her way through assorted items, cartons, boxes etc. Spread across the store.

The stores must be designed for a pleasant shopping experience. A revamp is a must.

The stores are under-staffed. The customers have to wait for a long time for

their turn to be attended. Whatever staff is present, it is indifferent at best.

They are like mtnl in the midst of the efficient telecom industry. They need to

be customer friendly.

3) The stores have very restrictive timings. Also, they don’t give any carry bags

(plastic, paper, cloth – nothing). Again, customer-centric approach is required

Overall, the customer feels less than happy shopping at a patanjali outlet.

72
 LEARNING AND OUTCOMES

I learned during the internship time how can communicate to client because my
project was PROJECT VISTAR . I did go in market and meet to randomly shopkeeper
and I told to him/her about my coming purpose without any data . it was really very
tough work for newcomer but I enjoyed with my work . I achieved my target during
the work period.

During the internship I had learnt about the customer centric behaviour ,that is how to
generate leads and convert to positive way. Apart from these I have also got the
opportunity to live the corporate life along with its daily pressure.

All the subject which I have studied in the curriculum helped me at every step of my
internship , to be more specific , the” strategic management” subject helped me to
strategize the methodology to contact the customer like wise” marketing managemaent”
and” business research method” helped me to research about the product along with
making decision about the marketing methodology .

The main challenge which I faced during the internship was meeting more than one
client at a same time due to their scheduleleisure time which generally happens to be at
the same time.

Apart from this I have faced the challenge in order to convince the customer with the
proposal which was lacking the competitivenesof the market.

The internship has helped me in gaining experience of a corporate for 2 months and
helped me in understanding the nature of work whicj I would likely to do after the
completion of my course.

73
 BIBLIOGRAPHY

BOOKS

1. Harshandaldeep Kaur and Mandakini Paruthi (2016), “Antecedents and

Consequences of Online Engagement: Measurement and Assessment of
Reliability.

2. Pankaj M Madhani (2019), “Building a Customer-centric Supply Chain

Strategy: Enhancing Competitive Advantages.

3. Majumdar Ramanuj,(2009) Consumer Behavior: insights from Indian

market,4th edition , New Delhi, PHI Learning Pvt.Ltd

4. Nargundkar Rajendra, 2017 Marketing Research : Text and Cases 3rd

Edition, New Delhi, Tata McGraw Hill Education

REFERENCE

1. www.www.patanjaliayurveda.net

2. www.e.m.wikipedia.org.wiki.patanjliayurve

3. www.patanjaliresearchfoundation.com/cgi-sys/suspendedpage.cgi

4. www.researchgate.net/publication/305995560 the phenomenal success of

Patanjli in FMCG sector-and –analytical-study

 http://www.ruralmarketing.in/industry/advertising-and-

marketing/patanjali-among- most-disruptive-forces-of-2016-study 

 http://indianexpress.com/article/india/india-news-india/three-decades-of-

rd-behind- patanjalis-success-says-ramdev-3026405/ 

 https://www.linkedin.com/pulse/patanjalis-success-story-swot-analysis-

dr-sudhir- mestri 

 http://economictimes.indiatimes.com/industry/cons-

products/fmcg/ramdev-plans-to-poach-the-dragon-with-

patanjaliexports-to-china/articleshow/57664929.cms 

74
ANNEXURES

QUESTIONNAIRE

1. Name-

2. Gender

a. Male

b. Female

3. Age

a. Below 18

b. 18 years to 24 years

c. 25 years to 35 years

d. 36 years to 44 years

e. 45 years to 60 years

f. 60 years and above

75
4. Are you aware of Patanjali products?

a. Yes

b. No

5. What influences you to buy Patanjali product?

a) Family

b) Friends

c) Social media

d) Advertisement

e) None of the above

6. What type of Patanjali product you shop the most?

a. Cosmetics

b. Beverages

c. Herbal

76
 d. Eatables

e. None of the above

7. What makes the Patajnali product different?

a. Price

b. Quality

c. Brand name

d. None

8. Do you buy Patanjali product from a specific buyer?

a. Yes

b. No

9. Do you think Patanjali in future will be a tough competition for other foreign brands?

a. Yes

b. No

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10. How much are you satisfied with Patanjali?

a. Highly satisfied

b. Satisfied

c. Dissatisfied

11. Does Patanjali also helped you to solve your medical issues?

a. Yes

b. No

12. Do you think Patanjali is known worldwide?

a. Yes

b. No

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 13. Do you think all Indian should opt for Patanjali?

a. Yes

b. No

14. Indian consumers who purchase products made in other countries are responsible for

falling sales of Patanjali?

a. Yes

b. No

15. Do you think Patanjali policy regarding “Make in India” serves as a role model to

other brands?

A .yes

B .no

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17. According to you is Patanjali ranks no. 1

when compared to other foreign brands?

a. Yes

b. No

18. What would you like to prefer Patanjali or a

foreign brand?

19. Do you think use of Ayurvedic products

will lead towards better India?

a. Strongly agree

b. Agree

c. Neutral

d. Disagree

e. Strongly disagree

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 20. Are Ayurvedic products beneficial for

consumers more than allopathic?

a. Strongly agree

b. Agree

c. Neutral

d. Disagree

e. Strongly disagree

21. Product that are made in home country

proved to be quality conscious when compared

to imported countries?

a. Strongly agree

b. Agree

c. Neutral

d. Disagree

e. Strongly disagree

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22. Have you seen any tangible health benefits

of using SWADESHI products?

a. Yes

b. No

23. Would you like to recommend Patanjali

ayurveda products to others?

a. Yes

b. No

If no, then why ?

24. Will you stick to Patanjali products in

future?

a. Yes

b. No

If no, then why?

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25. Are you satisfied with the product info

of the PATANJALI?

a. Highly satisfied

b. Satisfied

c. Highly dissatisfied

d. Dissatisfied

e. Neutral

26. How useful is PATANJALI product for

you?

27. What is the reason of authenticity of

PATANJALI product for you?

a. Brand image

b. Quality

c. Price

d. Any other

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