Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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Patanjali

India has been witnessing a trend that is associated with natural cosmetics and organic food consumption—the health-conscious consumer. Although Ayurveda is an ancient Indian science, consumers in India have recognized the importance of traditional approaches to lifestyle and consumption of products only in recent times. There is, in fact, a global recognition of the idea that going back to nature in terms of food consumption and lifestyle practices is a healthy option (Hartman Group, 2015).

The Patanjali brand has emerged as one of the major brands in the category of personal care and staple commodities (Somvanshi, 2019). Patanjali’s association with Baba Ramdev, a yoga expert, has given the brand widespread popularity and following ...