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.
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 ...