Competing with Patanjali: Can You Bend Like the Baba?
Since being founded in 2006, Patanjali Ayurved Ltd. had emerged as a major player in India's fast-moving consumer goods sector. The company differentiated its products with a unique mix of Indian nationalism, yoga spiritualism, social welfare motives, and natural/Ayurvedic ingredients. In combination with low prices and a low-cost position, this strategy challenged the incumbent multinational and conventional Indian competitors. As a result, competitors, including Hindustan Unilever Ltd., Colgate-Palmolive India, Dabur India Ltd., and Sri Sri Ayurveda, had to decide how to respond to this new competitor and capitalize on the growth opportunities in the Indian market.