1.   Dr. Rana Mehta et al., Ayurveda 2.0: On the Cusp of Change (Kerala: Confederation of Indian Industry and Price WaterhouseCoopers, November 2018),; ET Bureau, “Patanjali Plans to Overtake HUL by Next Year, Not Weighing IPO,” Economic Times, January 17, 2018,

2.   Campaign India Team, “Goafest 2017: Patanjali, India’s Popular Ayurveda Brand to Take the World by Storm,” Campaign India, April 6, 2017,

3.   Masoom Gupte, “HUL CEO Sanjiv Mehta Lists Four Easy Ways to Crack Innovation,” Economic Times of India, January 9, 2017,; TRA Research, “The Brand Trust Report 2017 Rankings,”

4.   Jamshid Vayghan, “Doing the ...

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