On 9 October 2018, Baba Ramdev announced that Patanjali Ayurved Limited (PAL) would become the largest Fast-moving consumer goods (FMCG) organization in the world by 2025 (ET Bureau, 2018). PAL had created high visibility and awareness about its brands among consumers using the herbal and wellness positioning. The CAGR (compound annual growth rate) of 100 per cent since the last 4 years was an indicator of preference of herbal products by the consumers (Malviya & Bhushan, 2018). However, the competitors were launching various herbal product ranges to counter PAL. Baba Ramdev knew that consumer ‘trust’ in the brand building of herbal products was crucial. He was exploring various options for keeping the present trust intact.
AnandG. (2016, April2). How Amla, yoga and a 12-hour routine helped Baba Ramdev build an ayurveda empire. Retrieved from https://navbharattimes.indiatimes.com/business/business-news/how-amla-yoga-and-a-12-hour-routine-helped-baba-ramdev-build-an-ayurveda-empire/articleshow/51662544.cms
2.
BailayR., & BhushanR. (2017, April18). Dabur plans call centre for Ayurveda. The Economic Times. Retrieved from http://retail.economictimes.indiatimes.com/news/food-entertainment/personal-care-pet-supplies-liquor/dabur-plans-call-centre-for-ayurveda/58233036
3.
BT Online (2016, December30). Why Baba Ramdev’s Patanjali should be ready to face tough competition ahead. Business Today. Retrieved from http://www.businesstoday.in/current/economy-politics/why-baba-ramdevs-patanjali-should-be-ready-to-face-tough-competition-ahead/story/243190.html
4.
Bureau (2015, November16). After noodles, Patanjali Ayurved eyes health drink, babycare segments. Retrieved from http://www.thehindubusinessline.com/companies/patanjali-launches-noodles-plans-6-production-units/article7883646.ece
5.
ChatterjeeP. (2016, January26). Patanjali Ayurved offers fresh hope to packaging firms. Business Line. Retrieved from http://www.thehindubusinessline.com/companies/patanjali-ayurved-offers-fresh-hope-to-packaging-firms/article8155017.ece
6.
Dabur India Limited (2018). Corporate profile. Retrieved from http://www.dabur.com/in/en-us/about/aboutus/dabur-corporate-profile
7.
DuttaA. (2016, April27). Baba Ramdev’s Patanjali aims to double its revenue to Rs 10,000 cr in 2016–17. Retrieved from http://www.business-standard.com/article/companies/baba-ramdev-s-patanjali-aims-to-double-its-revenue-to-rs-10-000-cr-in-2016-17-116042700061_1.html
8.
ET Bureau (2018, October9). Patanjali to be world’s largest FMCG brand: Baba Ramdev. Retrieved from https://economictimes.indiatimes.com/industry/cons-products/fmcg/patanjali-to-be-worlds-largest-fmcg-brand-baba-ramdev/articleshow/66128069.cms
9.
IBEF Report (2016a, January). FMCG. Retrieved from http://www.ibef.org/industry/fmcg-presentation
10.
IBEF Report (2016b, January). FMCG. Retrieved from http://www.ibef.org/industry/fmcg-presentation
11.
IBEF Report (2018). Retrieved from http://www.ibef.org/download/FMCG-January-2016.pdf
12.
India Franchise Blog (2016). Retrieved from http://www.indiafranchiseblog.com/2016/04/how-to-get-franchise-of-patanjali.html
13.
JosephJ. (2011, June9). NRI couple holds big stake in Baba Ramdev’s empire. Retrieved from http://timesofindia.indiatimes.com/india/NRI-couple-holds-big-stake-in-Baba-Ramdevs-empire/articleshow/8782945.cms
14.
LaghateG. (2017, January31). Patanjali ads were on TV 19 hrs a day. The Economic Times. Retrieved from http://epaperbeta.timesofindia.com/Article.aspx?eid=31818&articlexml=Patanjali-Ads-Were-on-TV-19-Hrs-a-31012017008013
15.
MalviyaS. (2017, July31). Market share of Baba Ramdev’s Patanjali toothpaste trebles in one year. The Economics Times. Retrieved from http://economictimes.indiatimes.com/industry/cons-products/fmcg/market-share-of-baba-ramdevs-patanjali-toothpaste-trebles-in-one-year/articleshow/59853002.cms
16.
MalviyaS., & BhushanR. (2018, August17). Patanjali sales growth slows as rivals launch herbal products. Retrieved 2018, from https://economictimes.indiatimes.com/industry/cons-products/fmcg/patanjali-sales-growth-slows-as-rivals-launch-herbal-products/articleshow/65432839.cms
17.
MitraS. (2015, October9). Future group, Ramdev’s Patanjali tie up to sell FMCG products. Livemint. Retrieved from http://www.livemint.com/Companies/Vx00TyOFpBWz4g9vw2UkPM/Future-Group-partners-Ramdevs-Patanjali-to-sell-FMCG-produc.html
18.
MitraS. (2018, May18). Patanjali sales growth grinds to a halt in FY 18. Live Mint. Retrieved from https://www.livemint.com/Companies/ZLN3sCZjnx49GSo1jAma9H/Patanjali-sales-growth-grinds-to-a-halt-in-FY18.html.
19.
Moneycontrol (2018). Godrej consumer products limited. Retrieved from http://www.moneycontrol.com/financials/godrejconsumerproducts/profit-lossVI/GCP
20.
Moneylife Digital Team (2016, April12). Which FMCG company is getting hit by Patanjali the most. Moneylife. Retrieved http://www.moneylife.in/article/which-fmcg-company-is-getting-hit-by-patanjali-the-most/46500.html
21.
OhriR. (2016a, October7). Textile majors keen to stitch up Patanjali’s Khadi proposal. The Economic Times. Retrieved http://economictimes.indiatimes.com/industry/cons-products/garments-/-textiles/textile-majors-keen-to-stitch-up-patanjalis-khadi-proposal/articleshow/54725609.cms
22.
OhriR. (2016b, December17). Ramdev’s Patanjali stores to allow digital payments for purchases starting from Rs 50. The Economic Times. Retrieved from http://tech.economictimes.indiatimes.com/news/internet/ramdevs-patanjali-stores-to-allow-digital-payments-for-purchases-starting-from-rs-50/56031261
23.
Patanjali Ayurveda (2018). About us. Retrieved from http://patanjaliayurveda.com/en/about-us
24.
Patanjali Yogpeeth—Divya Yog Mandir (2018). Swami Ramdevji, Retrieved from http://www.divyayoga.com/introduction/swami-ramdev-ji.html
25.
PintoV. S. (2016, February10). Now, Patanjali is giving toothache to Colgate. Rediff.com. Retrieved from http://www.rediff.com/business/special/special-now-patanjali-is-giving-toothache-to-colgate/20160210.htm
26.
SharmaA. (2016, September16). Patanjali tries to call colgate’s ‘bluff’ in new ad feat. Baba Ramdev. afaqs. Retrieved from http://www.afaqs.com/news/story/48981_Patanjali-tries-to-call-Colgates-bluff-in-new-ad-feat-Baba-Ramdev
27.
Shine Report (2018). FMCG Industry. Retrieved from http://info.shine.com/industry/fmcg/6.html
28.
The Times of India. (2017, April5). Mumbai edition, Patanjali Advertisement on page 5.
29.
WadhwaP. (2017, May5). Is Patanjali’s ₹20,000 crore revenue target realistic?Business Standard. Retrieved from http://www.business-standard.com/article/markets/is-patanjali-s-rs-20-000-crore-revenue-target-realistic-experts-weigh-in-117050400941_1.html
30.
ZarabiS. (2015, October9). Baba Ramdev: The monk who can own a fleet of Ferraris, but won’t. Business Line. Retrieved from http://www.thehindubusinessline.com/companies/baba-ramdev-the-monk-who-can-own-afleet-of-ferraris-but-wont/article7743772.ece
