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The Resource Patanjali : an Indian FMCG on growth path, Sonia Mehrotra, (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India) Uday Salunkh, (Prin. L.N. Welingkar Institute of Management Development and Research, Mumbai, India), Ishani Chakraborty , (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India)

Patanjali : an Indian FMCG on growth path, Sonia Mehrotra, (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India) Uday Salunkh, (Prin. L.N. Welingkar Institute of Management Development and Research, Mumbai, India), Ishani Chakraborty , (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India)

Creator
Author
Contributor
Summary
On 20 May 2016, the Management team at Patanjali Ayurved Limited (PAL), an Indian fast-moving consumer goods (FMCG) company, had assembled in their Haridwar office, India, to discuss their future growth plans. The team was in a celebratory mood, as their internal reports suggested the annual revenue forecasts for the year 2016-2017 to be INR 10bn, an increase of 100 per cent as compared to the previous fiscal year 2015-2016 that recorded annual revenues of INR 5bn. PAL incorporated in 2006 and co-founded by Acharya Balkrishna operated in four business segments of foods, personal care, home care and Ayurved products. The products sold under the brand name Patanjali were single-handedly promoted by Swami Ramdev (hereafter referred as Ramdev), a popular Yoga practitioner and preacher amongst the Indian masses, as well as PAL's co-founder. Ramdev recommended PAL's products in his yoga sessions on television and yoga shibirs which had led to huge positive "word-of-mouth" publicity for their brand Patanjali. Their fast-paced growth in less than a decade had generated a disruption in the Indian FMCG sector, resulting in a negative impact on the sales of established multinational corporations (MNCs) such as Colgate-Palmolive, Hindustan Unilever Limited (HUL), ITC Limited (ITC), besides the domestic players such as Dabur India Ltd. and Emami Ltd. This had led their FMCG competitors to launch plans to strengthen their product portfolios so as to provide a tough competition to PAL. The management team at PAL, though confident of achieving their annual revenue targets, were apprehensive of this new competition from the big players of the FMCG sector. Were they capable of continuing their success story? Going forward what strategic steps would ensure them a sustainable growth and a market leader position? The mood turned reflective as the team pondered on some of these questions
Language
eng
Work
Publication
Extent
1 online resource (15 pages)
Note
  • The case is structured to enable discussion on: conducting and understanding a general environment analysis and industry and competitive analysis and critically evaluating the firm's strategic positioning and scope in a competitive environment
  • Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes
  • Includes index
Instance
Label
Patanjali : an Indian FMCG on growth path
Title
Patanjali
Title remainder
an Indian FMCG on growth path
Statement of responsibility
Sonia Mehrotra, (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India) Uday Salunkh, (Prin. L.N. Welingkar Institute of Management Development and Research, Mumbai, India), Ishani Chakraborty , (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India)
Creator
Contributor
Author
Subject
Genre
Language
eng
Summary
On 20 May 2016, the Management team at Patanjali Ayurved Limited (PAL), an Indian fast-moving consumer goods (FMCG) company, had assembled in their Haridwar office, India, to discuss their future growth plans. The team was in a celebratory mood, as their internal reports suggested the annual revenue forecasts for the year 2016-2017 to be INR 10bn, an increase of 100 per cent as compared to the previous fiscal year 2015-2016 that recorded annual revenues of INR 5bn. PAL incorporated in 2006 and co-founded by Acharya Balkrishna operated in four business segments of foods, personal care, home care and Ayurved products. The products sold under the brand name Patanjali were single-handedly promoted by Swami Ramdev (hereafter referred as Ramdev), a popular Yoga practitioner and preacher amongst the Indian masses, as well as PAL's co-founder. Ramdev recommended PAL's products in his yoga sessions on television and yoga shibirs which had led to huge positive "word-of-mouth" publicity for their brand Patanjali. Their fast-paced growth in less than a decade had generated a disruption in the Indian FMCG sector, resulting in a negative impact on the sales of established multinational corporations (MNCs) such as Colgate-Palmolive, Hindustan Unilever Limited (HUL), ITC Limited (ITC), besides the domestic players such as Dabur India Ltd. and Emami Ltd. This had led their FMCG competitors to launch plans to strengthen their product portfolios so as to provide a tough competition to PAL. The management team at PAL, though confident of achieving their annual revenue targets, were apprehensive of this new competition from the big players of the FMCG sector. Were they capable of continuing their success story? Going forward what strategic steps would ensure them a sustainable growth and a market leader position? The mood turned reflective as the team pondered on some of these questions
Member of
Cataloging source
UtOrBLW
http://library.link/vocab/creatorName
Mehrotra, Sonia
Dewey number
658.4012
Illustrations
illustrations
Index
index present
Intended audience
MBA
LC call number
HD30.28
LC item number
.M44 2017
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Salunkhe, Uday
  • Chakraborty, Ishani
http://library.link/vocab/subjectName
  • Strategic planning
  • Decision making
  • Business planning
Label
Patanjali : an Indian FMCG on growth path, Sonia Mehrotra, (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India) Uday Salunkh, (Prin. L.N. Welingkar Institute of Management Development and Research, Mumbai, India), Ishani Chakraborty , (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India)
Instantiates
Publication
Copyright
Note
  • The case is structured to enable discussion on: conducting and understanding a general environment analysis and industry and competitive analysis and critically evaluating the firm's strategic positioning and scope in a competitive environment
  • Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes
  • Includes index
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
emerald31
Dimensions
unknown
Extent
1 online resource (15 pages)
Form of item
online
Issn
2045-0621
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
35 illustrations.
Specific material designation
remote
Label
Patanjali : an Indian FMCG on growth path, Sonia Mehrotra, (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India) Uday Salunkh, (Prin. L.N. Welingkar Institute of Management Development and Research, Mumbai, India), Ishani Chakraborty , (Center of Excellence for Case Development, Prin. L.N. Welingkar Institute of Management Development and Research, Bangalore, India)
Publication
Copyright
Note
  • The case is structured to enable discussion on: conducting and understanding a general environment analysis and industry and competitive analysis and critically evaluating the firm's strategic positioning and scope in a competitive environment
  • Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes
  • Includes index
Bibliography note
Includes bibliographical references
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
emerald31
Dimensions
unknown
Extent
1 online resource (15 pages)
Form of item
online
Issn
2045-0621
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
35 illustrations.
Specific material designation
remote

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