NOTES

INTRODUCTION

1.   Dr. Rana Mehta et al., Ayurveda 2.0: On the Cusp of Change (Kerala: Confederation of Indian Industry and Price WaterhouseCoopers, November 2018), https://goo.gl/zs7Azo; ET Bureau, “Patanjali Plans to Overtake HUL by Next Year, Not Weighing IPO,” Economic Times, January 17, 2018, https://goo.gl/bPM12M.

2.   Campaign India Team, “Goafest 2017: Patanjali, India’s Popular Ayurveda Brand to Take the World by Storm,” Campaign India, April 6, 2017, https://goo.gl/11zTzJ.

3.   Masoom Gupte, “HUL CEO Sanjiv Mehta Lists Four Easy Ways to Crack Innovation,” Economic Times of India, January 9, 2017, https://goo.gl/geJnEi; TRA Research, “The Brand Trust Report 2017 Rankings,” https://goo.gl/VCm7id.

4.   Jamshid Vayghan, “Doing the ...

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