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An Indian Yog Guru Branding - A Case Study on Patanjali Products

Sushma Sharma, Ajay Kumar Sharma

Abstract


Patanjali Ayurved is an FMCG company located in the industrial area of Haridwar. It is fast
growing FMCG Company in India with revenue of Rs. 5000 crore Indian rupees for the year
2015-2016. It produces products in the categories of personal care and food. In this case, we
have highlighted that how a spiritual organization is launching and selling their own products
for the customers. In this world of competition, product can be easily sold where spirituality
also goes hand in hand and Yog Rishi Baba Ramdev is an established brand ambassador in this
sector. He is a Yog Shiver organizer where he also advocates the medicinal benefits of patanjali
products. He advocates the products with authenticity that is why sale has been multiplying
manifolds everyday. We have also highlighted how he managed to convert the idea of spirituality
into the real aspects to do the business.

Keywords


Spirituality, Patanjali and Materialism

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DOI: https://doi.org/10.18701/imsmanthan.v12i01.10331

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