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  • Indian consumers are opting for Ayurvedic alternatives
  • Indian consumers are opting for Ayurvedic alternatives
    Harsha K R, Creative Commons (2013) ©
CASE STUDY

Patanjali: Indians return to their natural roots

Patanjali, a consumer goods brand founded by a yoga guru, has taken the Indian market by storm, giving multinationals a run for their money with its offer of natural products ranging from toothpaste to honey. Why are Indians looking for herbal and organic items in the food and personal care aisles?

Location India

Scope
When Akshat Jain, a 31-year-old PR professional from Mumbai, came across a range of herbal products in his local store, he was sceptical. “I thought it was a bit of a money-making scam,” he says. “But I picked up a Patanjali face wash to try it out. That was a real eye opener.” [1] Now, Jain is one of the legions of Indians who swear by the brand’s offering of organic and herbal products, including honey, shampoo, toothpaste and soaps. But what exactly is its appeal?

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