GREEN MARKETING: A CASE STUDY ON GREEN

PRODUCTS OF PATANJALI AYURVED LIMITED

A PROJECT
SUBMITTED TO RAVENSHAW UNIVERSITY IN PARTIAL FULFILLMENT
FOR THE AWARD OF BACHELOR DEGREE IN COMMERCE

SUBMITTED BY:
NAME: ABHISHEK SURAJ KUJUR
REGD. NO: 19DCO301

SUPERVISED BY:
NAME: DR. BINITA NANDA

FACULTY IN COMMERCE
DEPARTMENT OF COMMERCE
RAVENSHAW UNIVERSITY

DEPARTMENT OF COMMERCE RAVENSHAW UNIVERSITY

CUTTACK, ODISHA

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 DECLARATION

I Abhishek Suraj Kujur hereby declare that this Project entitled Green
Marketing: A case study on green products of Patanjali Ayurved Limited
submitted to Ravenshaw University, Cuttack, Odisha has been prepared by me
under the valuable guidance of Dr. Binita Nanda.

Faculty in Commerce, Ravenshaw University, Cuttack, towards the partial

fulfillment of award of bachelor of Commerce as required in the curriculum for
UG VIth semester 2021-22

I also declare that this project has not been submitted to any other University for
the award of any degree.

Date……………….
Place: Cuttack

Name: Abhishek Suraj Kujur

Regd No.:19DCO301

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 Certificate of the Guide

This is to certify that Abhishek Suraj Kujur, bearing regd no. 19DCO301, +3
3rd year, Commerce, Ravenshaw University, Cuttack, Odisha has submitted the
project entitled Green Marketing: A case study on green products of Patanjali
Ayurved Limited.

The project is based on the original work done by the candidate under my
guidance and fulfils the requirement of the project work which is necessary for
the partial fulfillment of B.Com. Degree.

It is to the best of my knowledge and belief that the work has not been submitted
elsewhere for the award of any Degree.

Project Guide

Dr. Binita Nanda

Faculty in Commerce,
Ravenshaw University, Cuttack, Odisha

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 Acknowledgement

My heartfelt thanks are to my esteemed guide Dr. Binita Nanda Faculty in

Commerce, Ravenshaw University, Cuttack, Odisha for having guided me whole
heartedly in preparing this project entitled Green Marketing: A case study on
green products of Patanjali Ayurved Limited

I also acknowledge the continuous encouragement by my friends, non teaching

persons involved and finally in my endeavor.

My deep sense of gratitude is for those who helped me effortlessly in preparing

this project.

Name: Abhishek Suraj Kujur

Regd No.: 19DCO301

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ABSTRACT

The accelerated world-wide industrialisation, rapid growth in the economy and the patterns of consumers’
consumption and behavior are the main cause of environmental deterioration. Change in the extreme
value of Earth temperature, environment continues to worsen; it has been a public concern in the developed
countries and has recently awakened developing countries to the green movement. This project “Green
Marketing: A case study on green products of Patanjali Ayurved Limited”, studies about Green Marketing
and in detailed description about the green company Patanjali Ayurved Limited, its strength and weakness
and about its green products.

A survey of around 150 respondents in the form of a simple questionnaire has been examined to assist the
outcomes for this study. Secondary research from articles, journals, blogs and analysis portals has given an
advantage to add valuable insights in the research.

Keyword: Green Marketing, Patanjali, Green Products, consumer opinion, Environmental friendly

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CONTENTS

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Chapter Particulars Page No.
1. INTRODUCTION 11-15
1.1 INTRODUCTION 11-13
1.2 RELEVANCE OF THE STUDY 14
1.3 OBJECTIVES OF THE STUDY 14
1.4 SCOPE AND PERIOD OF THE 14
STUDY
1.5 LIMITATION OF STUDY 14
1.6 FURTHER SCOPE OF THE STUDY 15
1.7 CHAPTER ORGANISATION 15

2. REVIEW OF LITERATURE AND 17-20

RESEARCH GAP

3. RESEARCH METHODOLOGY 22-23

4. OVERVIEW / BACKDROP ON THE TOPIC 25-32

5. ANALYSIS AND INTERPRETATION 34-53

6. CONCLUSION 55

REFERENCES 56

Annexure- Questionnaire 57-60

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 LIST OF TABLES

TABLE NO. HEADING PAGE NO.

5.1 Age of respondents 34
5.2 Gender of respondents 35
5.3 Occupation of respondents 36
5.4 Awareness about green products of respondents 37
5.5 Mode for Awareness of respondents 38
5.6 Influencing factor of respondents 39
5.7 Increased price for features of the product 40
5.8 Promotion of the products 41
5.9 Patanjali Ayurved Limited 42
5.10 Ever used any Patanjali Products for respondents 43
5.11 Are Patanjali Products environmental friendly 44
5.12 Is the material of Patanjali products eco-friendly 45
5.13 Worthiness of the products in long run 46
5.14 Are Patanjali Products good for health 47
5.15 Are Patanjali products recyclable 48
5.16 Pricing of the products 49
5.17 Non-availability of the products 50
5.18 Are Patanjali products essential for better future 51
5.19 Focus on Advertisements 52
5.20 Improvement of Quality 53

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 LIST OF FIGURES

FIGURE NO. HEADING PAGE NO.

4.1 Patanjali logo 25
4.2 Patanjali logo 28
5.1 Age of respondents 34
5.2 Gender of respondents 35
5.3 Occupation of respondents 36
5.4 Awareness about green products of respondents 37
5.5 Mode for Awareness of respondents 38
5.6 Influencing factor of respondents 39
5.7 Increased price for features of the product 40
5.8 Promotion of the products 41
5.9 Patanjali Ayurved Limited 42
5.10 Ever used any Patanjali Products for respondents 43
5.11 Are Patanjali Products environmental friendly 44
5.12 Is the material of Patanjali products eco-friendly 45
5.13 Worthiness of the products in long run 46
5.14 Are Patanjali Products good for health 47
5.15 Are Patanjali products recyclable 48
5.16 Pricing of the products 49
5.17 Non-availability of the products 50
5.18 Are Patanjali products essential for better future 51
5.19 Focus on Advertisements 52
5.20 Improvement of Quality 53

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 CHAPTER 1
INTRODUCTION

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 1.1 INTRODUCTION

Development and conservation professionals are increasingly incorporating conservation products into their
portfolio of activities to contribute to bio-diversity conservation and poverty alleviation for the communities
that live in high bio-diversity areas. Tremendous progress has been made in involving communities in good
conservation practices, developing enterprises that are sustainable and generating income that also promotes
bio-diversity conservation.

The negative impact of human activities over environment is a matter of concern today. Governments all
over the world are making efforts to minimize human impact on environment. Today our society is more
concerned with the natural environment. Understanding the society's new concerns businesses have begun to
modify their behavior and have integrated environmental issues into organizational activities. Academic
disciplines have integrated green issues in their literature. This is true with marketing subject too, and the
terms like "Green Marketing" and "Environmental Marketing” are included in syllabus. Governments all
over the world have become so concerned about green marketing that they have attempted to regulate them.

Green Marketing refers to the process of selling products and/or services based on their environmental
benefits. Such a product or service may be environmentally friendly in it or produced and/or packaged in an
environmentally friendly way. "Green Marketing involves developing and promoting products and services
that satisfy customers want and need for Quality, Performance, Affordable Pricing and Convenience without
having a detrimental input on the environment.

Green Products and its Characteristics: The products those are manufactured through green technology
and that cause no environmental hazards are called green products. Promotion of green technology and
green products is necessary for conservation of natural resources and sustainable development. We can
define green products by following measures:
 Products those are originally grown,
 Products those are recyclable, reusable and bio-degradable,
 Products with natural ingredients,
 Products containing recycled contents, non-toxic chemical,
 Products contents under approved chemical,
 Products that do not harm or pollute the environment,
 Products that will not be tested on animals,
 Products that have eco-friendly packaging i.e. reusable, refillable containers etc.

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Present Trends in Green Marketing in India: Organizations are Perceive Environmental marketing as an
Opportunity to achieve its objectives. Firms have realized that consumers prefer products that do not harm
the natural environment as also the human health. Firms marketing such green products are preferred over
the others not doing so and thus develop a competitive advantage, simultaneously meeting their business
objectives. Organizations believe they have a moral obligation to be more socially responsible. This is in
keeping with the philosophy of CSR which has been successfully adopted by many business houses to
improve their corporate image. Firms in this situation can take two approaches:
 Use the fact that they are environmentally responsible as a marketing tool.
 Become responsible without prompting this fact. Governmental Bodies are forcing Firms to Become More
Responsible. In most cases the government forces the firm to adopt policy which protects the interests of the
consumers. It does so in following ways:
a. Reduce production of harmful goods or by products
b. Modify consumer and industry's use and /or consumption of harmful goods; or
c. Ensure that all types of consumers have the ability to evaluate the environmental composition of goods.
b) Competitors' Environmental Activities Pressure Firms to change their Environmental Marketing
Activities. In order to get even with competitors claim to being environmentally friendly, firms change over
to green marketing. Result is green marketing percolates entire industry.
c) Cost Factors Associated With Waste Disposal or Reductions in Material Usage Forces Firms to
Modify their Behavior. With cost cutting becoming part of the strategy of the firms it adopts
green marketing in relation to these activities. It may pursue these as follows:
i. A Firm develops a technology for reducing waste and sells it to other firms.
ii. A waste recycling or removal industry develops.

Evolution of Green Marketing: -

The term Green Marketing came into prominence in the late 1980s and early 1990s.

The green marketing has evolved over this period of time. The evolution of green marketing had three
phases. First phase was termed as "Ecological" green marketing, and during this period all marketing
activities were concerned to help environment problems and provide remedies for environmental problems.

Second phase was "Environmental" green marketing and the focus shifted on clean technology that involved
designing of innovative new products, which take care of pollution and waste issues.

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Third phase was "Sustainable" green marketing. It came into prominence in the late 1990s and early 2000.
This was the result of the term sustainable development which is defined as "meeting the needs of the
present without compromising the ability of future generations to meet their own needs."

An example of a green marketing company would be Patanjali Ayurved Limited.

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 1.2 RELEVANCE OF THE STUDY

This study will be important in learning about Green Marketing in India, its major player i.e. Patanjali
Ayurved Limited and the attitude of the consumers regarding the green products of Patanjali and their
opinions. This study will be really beneficial to those people who are keen on learning about Green
Marketing and to understand what it is about. This particular study will be beneficial to the Company too as
it will help them to know about the opinion of customers and how they can work upon it. It will further help
the company to take necessary steps towards customer services and policies that will be helpful for reaching
its max potential.

1.3 OBJECTIVES OF THE STUDY

The objectives of the study are as follows:

 To understand Green Marketing; and
 To Study the Attitude of Consumers towards Green Marketing in India adopted especially by
Patanjali Ayurved Limited.

1.4 SCOPE AND PERIOD OF THE STUDY

The scope of the study is: -

1. Finding out the strength and weakness of Patanjali Ayurved Limited.
2. To find out the customer’s opinion regarding the green products of Patanjali Ayurved Limited.

The study was conducted during a period of 40 days.

1.5 LIMITATION OF THE STUDY

It is not possible for any market study to make out accurate data due to many hurdles in the collection and
computing of data, but some of the limitations are given as follows: -

1. This sampling study has been restricted to few respondents.

2. The survey was restricted to a particular age group as respondents willing to fill were mostly
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college students.

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 3. Findings of the study are based on the assumption that respondents have disclosed in
the questionnaire and not from any focus groups or experts.
4. Time was a major constraint in this project report.

1.6 FURTHER SCOPE OF THE STUDY

The main purpose of this study is to determine the Attitude of the Consumers towards the Green Products of
Patanjali Ayurved Limited. This study also states the strengths and weakness of the company i.e. Patanjali
Ayurved Limited. The study considers the consumers opinions regarding the products of Patanjali.
The study was limited to 150 respondents from Rourkela, Cuttack and Ranchi with the majority of them
being college students. The age of the majority of the respondents ranged from 21 to 25. Each of the
respondents were sent an online questionnaire prepared through Google Forms to get their point of views.
The study was conducted during a period of 40 days.

1.7 CHAPTER ORGANISATION

This study is organized in six chapters for easy understanding. They are as follows:

CHAPTER 1: INTRODUCTION
CHAPTER 2: REVIEW OF LITERATURE AND RESEARCH GAP
CHAPTER 3: RESEARCH METHODOLOGY
CHAPTER 4: OVERVIEW/BACKDROP ON THE TOPIC
CHAPTER 5: ANALYSIS AND INTERPRETATION
CHAPTER 6: CONCLUSION

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 CHAPTER 2
REVIEW OF LITERATURE AND RESEARCH GAP

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 REVIEW OF LITERATURE

Literature Review builds a foundation for interested field researchers to find valuable insights that have
already been done by researchers and scholars of that particular topic. It helps us to see what works have
already been done in the past, hence saving us from spending time to review the literature again. It gives us
a clear understanding of the gap between the previous research and work one is working on. Therefore, no
study can be conducted if a work does not review the literature based on the topic of research.

For this study on “Green Marketing: A Case Study on Green Products of Patanjali Ayurved Limited”, the
following literature is reviewed. The literature includes the research papers, research articles, journals and
reports by various research agencies and portals. Substantial amount of knowledge has been gained
which will add value to our research.

 Kumar & et. el. (2012) examined that consumers are becoming more ecologically conscious and
desirous of purchasing environment friendly products i.e. green products. The present study is an
attempt to investigate consumer perception and purchase intention towards green products among
youngsters in India. Researchers concluded that the consumers does not have environment concern
only, but also have positive and high intentions to buy green products. The study brings out
interesting insight that, though consumers were environmentally concerned and ready to pay high
yet they were not aware as to what constitutes environmentally friendly products. Hence, marketers
need to consider efforts that are required to convert the environment concern into environmental
consumption behavior.

 Yeng & Yazdanifard (2015) explained that Environmental issue is a sizzling topic nowadays as
almost every country’s government and society has started to be more aware about these issues.
This leads to a trend of green marketing used by the firm as one of the strategies in order to gain
profit and protect the environment. This paper will be discussing the green marketing and its
sustainability as well as the tools and marketing mix of green marketing. Other than that, the green
consumer and branding will be discussed in further in this paper as this will attract more consumers.
Lastly, firm will be benefited once green marketing strategy is applied.

 Maheshwari, Dr. S. P. (2014) focused on the success of efforts put by marketers in bringing green
brands awareness in consumer’s mind. It further reviews consumer behavior and impact of marketing
communication to identify how consumers are persuaded to opt for greener products. It reports the
results of a consumer product survey using a questionnaire based on the Dunlap and Van Liere HEP-
NEP environmental survey and the Roper Starch World-wide environmental behavior survey. This
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 paper identifies that consumers are not exposed enough to green product marketing communication
and suggests the greater use of marketing and brands to promote and sell products that are
environmentally friendly and function effectively. The paper suggests that the Indian market for
greener products could be exploited more within consumer groups that have pro environmental
values.

 Kumar & Sharma (2015) aimed to address the consumers‟ perception and attitude towards green
products. For analyzing the behavior and attitude of the customers‟, Sikar district of Rajasthan state
has been selected. This paper attempts to analyze the various responsible factors which are
significant about the selection of the green products and these eco-friendly products have been able
to attract the customers in the recent past.

 Cherian & Jacob (2012) explained the increasing awareness on the various environmental problems
has led a shift in the way consumers go about their life. There has been a change in consumer
attitudes towards a green lifestyle. People are actively trying to reduce their impact on the
environment. However, this is not widespread and is still evolving. Organizations and
business, however, have seen this change in consumer attitudes and are trying to gain an edge
in the competitive market by exploiting the potential in the green market industry. The current
study introduces the concept of green marketing and looks into the various ways in which the
different consumer attributes are related to the concept of green marketing. A conceptual
framework is presented and the information is analyzed on the basis of the framework.

 Geetha & Jenifer (2014) studied environment friendly products and green marketing has become a
highly attractive subject. Corporates are constantly trying to find the best way to reach the customers
with their green message. Customers and businessmen are depending more on environment and have
started to pay more attention to the protection of environment. This paper aims to find out the effect
of eco-friendly products on consumers buying behavior. From the interpretation results were derived
that there was a positive attitude and behavior towards eco-friendly products. The green
consumerism gains momentum in Coimbatore.

 Yusuf & Fatima (2015) observed from the analysis that large population thinks that eco-friendly
products are good for the environment and are also healthy for them. Eco-friendly products are good
quality and the performances of these are better than the conventional products. These products are
easily available in the market with reasonable prices. Authors highlighted that highest brand
memory, brand recall, brand that connects with the people, pricing, overall satisfaction in the long
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 life of the product and communication programs designed by the company are the parameters
that influence the consumer perception.

 Patnaik & Pradhan (2016) intensified to determine the consumer attitude towards green FMCG
products. This study furnishes the relevant theories, researches and studies that have been stated to
expose or detect the impact of green marketing efforts of corporate with reference to FMCG products
on the belief of the consumers. Current paper basically pact with the study of green marketing effect
on consumer behavior and discovers the relevant factors leads consumer towards Green FMCG
products purchase. We have used both qualitative and quantitative technique for our analysis. To
know the attitude of the consumer we have designed a questionnaire using Likert scale. We have
used SPSS software for analyzing the data. This paper contemplates to craft consciousness within
general public. This paper also edifies them to counter these climatic entanglements. Highest
pollution in Delhi after Diwali 2016 is the bright example of it. Simply motto of this paper is to give
a hand to the green revolution which further helps to counteract the growing health & climatic
dilemma.

 Crasta & Giridhar (2017) intended to know the green banking practices by private sector banks in
the Shimoga city. The study area exhibits almost squat position green practices by the private sector
banks. As per the obtained results for the analysis, there exists a very low proportion of awareness
about of green banking products among the customers of private sector banks. Very few products
like ATM, RTGS/NEFT, Online/Mobile banking are having familiar with the customers. Most of the
products like Telephone banking, Green Saving Accounts, Green Checking Accounts, Green Loans,
Green Credit Cards, Green Money Market Accounts, Green Mortgages, Remote Deposits and Green
CDs are not even having an awareness of at least 10% in each case. This clearly shows an immature
green banking solution rendered by the private banks in the study area.

 Narula(2016) Explains the growing concern in the development of products in a manner that
would protect environment and sustain it in order to preserve for future generations too. Certain
words like phosphate-free, ozone-friendly, recyclable, etc. are solely associated with green
marketing. Green marketing is also associated with developing and improving the pricing system,
promotion and distribution of products in a manner that do not harm the environment.

 Govender & Govender (2016) elucidates that the ultimate objective of green marketing is to sell
products that are harmless to the environment and concurrently encourage consumers’ support and
protect the environment. This infers that businesses need to modify the way they function and
deliver products that are beneficial not only to themselves but also to the environment.

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 RESEARCH GAP

The review of relevant literature has revealed that majority of the studies have been conducted on outside
the state of Odisha. There has been no study in the context of Cuttack, Odisha. Most of the studies have
focused on Environmental friendly products. This literature reveals that people are slowly realizing the
importance of environmental friendly products and the lesser impact they have on the environment. In
this project we will also focus on the strength and weakness of the green company i.e. Patanjali Ayurved
Limited. We will also discuss in depth about the company’s strategies and products.

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 CHAPTER 3
RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY

Primary Data

The data is originated by the researcher for the specific purpose of addressing the problem at hand. It's a
very involved process. For this specific project, primary data has been collected by preparing an online
questionnaire by Google Forms and giving it to the respondents. The questionnaire aimed at studying
consumers preference and feedback towards Green Products of Patanjali.

Type of Research and Research Design

This project research is exploratory research. The objective of this project is to explore and search through a
problem or situation to provide insights and understanding on the problem that the researcher is searching.
The research design is unstructured and flexible. In such research there are cases where one must define the
problem precisely, identify relevant courses of action or gain additional insights before an approach can be
developed.

Sample Area

The respondents belong to Rourkela, Cuttack and Ranchi.

Sample Size

A total of 150 respondents were taken out of which almost all of them have heard about green products.
Respondents mostly consisted of students below the age of 25. The questionnaire consists of questions
relating to Patanjali’s green products and their reliability, pricing, availability, quality, advertisements and
their worth in the long run.

Secondary Data

This data has been collected through various articles, journals online pdf’s and essays of similar study, for
the purpose of gaining knowledge. The data from such articles and journals are past

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data which is primary in the hands of those gathered and becomes secondary in the hands of those who use it
for research purposes. The data collected are still relevant and reliable as it provided a great deal of
information for my study.

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 CHAPTER 4
OVERVIEW / BACKDROP OF THE TOPIC

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 OVERVIEW OF THE TOPIC

PATANJALI AYURVED LIMITED

FIGURE 4.1

Patanjali brand is growing at a tremendous speed by combining the swadeshi, spiritual and green
concepts. Founded by Baba Ramdev and Acharya Balakrishna in 1997, the firm started with medicinal
products.
Gradually, it diversified its activities to food and cosmetics. Now, it has been gaining popularity with 2000
crores of annual turnovers.

Patanjali brand has been following green practices such as chemical free products, usage of renewable
energy, recycling the waste and producing the by-products such as dish wash bars. Field experiments are
given more importance on organic farming technology. Biogas plant was started recently. Herbal gardens
have been cultivated. More importantly, the products are free from hazardous chemicals. Three stages in the
quality control ensure toxic free output. The expired products are smashed without any second thought.
Even for the preservatives, the firm uses the natural ingredients such as citric acid to the limit possible. The
mechanised form of production results in reduction in the waste. The battery charged vehicles are used
inside the premises at Haridwar production plant.

After Patanjali Ayurved Limited was registered in January 2006, it was prominently known for its
Ayurvedic Medicines. PAL set up multiple medical clinics across the nation, under the name of Divya
Chikitsalaya that provided free diagnosis to people They were set up as a way to help poor people gain
access to better health services.
They also provided Ayurvedic medicines through the Divya Pharmacy outlets. After providing their
services in the Ayurvedic Medicines niche for around 6 years, in the year 2012, Baba Ramdev & Acharya
Balkrishna extended Patanjali Ayurved Limited into Indian Mainstream Retail Sector.

Divya Pharmacy’s medicines were already a hit among the consumers & with their entry into the retail
sector, the duo launched a number of different grocery products into the market. Starting with common
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household ayurvedic products Patanjali soon launched all sorts of small & big daily use items. And the
result

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today is that Patanjali’s mega marts available across the nation are sufficient in providing all the essentials
one might find in a supermarket along with their products available in retail stores. But this was no easy
feat to accomplish.

Ever since its establishment, Patanjali has been known for its astonishing growth rate. The company has
established itself as a major company with a 10,000 cr + annual turnover in around a decade presently giving
a tough competition to the giants of the industry including Hindustan Unilever Limited (HUL).

A Wide Range of Products:

Starting with Divya Pharmacy that only sold Ayurvedic medicines to the people at affordable prices,
Patanjali has now become a leading FMCG company that provides a large number of products in all possible
categories. From daily needs to cosmetics, Patanjali sells everything. The product niche of Patanjali can be
divided into the following categories:

1. Natural Health Care

This category mainly contains products like digestives, health & wellness products, diet food and Health
drinks & beverages. Patanjali’s Cow’s ghee, which is estimated to have generated revenue of 1308 cr.
Rupees in the Financial Year 2015-16, belongs to this category.

2. Natural Food Products

This category includes a wide range of food products, extending from biscuits, jams & noodles to spices &
pulses, a number of products come under this section. This is a rather important sector of products for PAL
since people trust Patanjali for being herbal & chemical-free.

3. Ayurvedic Medicines
This category has been the USP for Patanjali, making them, the kings they are today. The company owes a
big share of their sales profit to the ayurvedic medicines category. Before entering the FMCG sector,
Patanjali had been selling Ayurvedic Medicines under the name of Divya Pharmaceuticals. These medicines,
being effective to consumers have been a good enough reason for Patanjali’s rise today.

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4. Herbal Home Care
This category of products includes products required for Pooja regularly. Not just Agarbatties &
Dhoopbatties, but instead Patanjali provides a whole range of Pooja essentials including Hawan Samagri,
Camphor, cotton wicks & even air fresheners. As usual, Patanjali boasts that their Home care products
are natural & thus completely harmless to everyone.

5. Natural Personal Care

Another category of Patanjali Products includes Personal healthcare products & toiletries. This category
includes all sorts of daily use items from body care products to dish wash & other cleaning products
too, which are claimed to have the goodness of natural ingredients in them making them more effective
than their Chemical Counterparts.

Patanjali Paridhan:
Patanjali Paridhan is Patanjali’s brand working in the apparel sector. Patanjali Paridhan is an exclusive
apparel brand with over 3000 products under three sub brands, viz. a womenswear brand Aastha, Unisex
sportswear brand Livfit and a menswear brand Sanskar. Though these products are only being sold at the
Patanjali Paridhan stores at New Delhi, Meerut, Aurangabad, Haridwar and Berhampur, Patanjali is
targeting to soon open stores in every major city of the country. It is also expected that these products will
soon be available on e-commerce sites like Amazon, Flipkart & PayTm mall.

Patanjali’s Strategies That Helped Them Thrive Overtime:

The fastest growing Indian FMCG company till date, Patanjali has astonished everyone with its unparalleled
growth over the years. It is one of the most successful FMCG companies in the Indian market & the
company owes its success to multiple factors that have helped the company flourish over time.

1. The Face of Patanjali

One notable fact about Patanjali is that unlike most companies, they have never completely depended upon
celebrity endorsers to endorse their products, but rather made Baba Ramdev the face of the company. The
company has always vastly benefitted from Baba Ramdev’s following.

Being a yoga guru, Baba Ramdev has already led many people to pursue a healthier life through his yoga
camps and the initial consumers of Patanjali were his followers that not only worked as consumers but also
helped market the brand through their positive reviews of the brand. Through his speeches & whenever

29
speaking on stage, Baba Ramdev has always talked not just about Yoga or its benefits, but rather India &
its culture in general.

He has been known to shun MNCs for looting India with their products & advised people to boycott their
products. He has always encouraged people to buy as much ‘Swadeshi’ or products made in India to avoid
filling the pockets of foreign companies. His speeches have also always reflected a sense of patriotism in
them that has encouraged in people a sense of love for their motherland. These are the things that Patanjali
has used to market their products positively among the people of the nation.

2. Branding of Products
Every aspect of Patanjali products tells the story of its being natural & thus better than its counterparts. The
brand has very cleverly worked on each & every aspect of their brand to make themselves stand out amidst
the competitors.

FIGURE 4.2

Consider the brand name & logo, for example; the name ‘Patanjali’ comes from the name of a 2nd-century
scholar, who is considered as the Father of Yoga. Not just that, but their logo represents their name with a
green & a saffron line below, invoking a sense of patriotism in the people.

3. Market Research & Satisfying Demands

Patanjali has an applaudable Market research team that works endlessly towards providing customers with
the products they need. Patanjali has been known to keep customer needs above all & launch products
catering the same. Now, what makes them stand out against their competitors is that they understand their
customers better.

Baba Ramdev & his team interact with their audience on a large scale, using various media, including his
yoga sessions, health care services, dispensaries & executives working to serve this purpose. These
interactions helps them understand what their customers need & then cater products that could serve those
needs.
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Good examples of this have been products like their Bottle gourd Juice & Aloe vera juice, that are not
essentially a medicine, but rather daily wellness products that the customers can rely on to lead a healthy
life. Now, the reason we mention this here is that it is products like these, that had helped Patanjali takeover
the FMCG sector completely. The reason for this being that their rivals were not ready to give them enough
competition, owing to the requirement they created & the lower prices at which they offered their products.

4. Market Segmentation & Management

A big reason for Patanjali being so popular among the masses is that through their marketing approaches
they have also targeted all sections of the society & people of all ages. They broke the common
misconception of “Ayurvedic is for Elderly” & made it cool enough to be adopted by the young & the old
all the same. From their Gooseberry candies, chocolates, noodles & other similar products, they have been
trying hard to become a favourite among the kids & the generation Z. Not just that but the cosmetic & body
care products too are quite effective & thus loved by young adults.

The price & packaging of the products has also been done keeping in mind the needs of all sections of
society. Where even though they have daily use products at cheaper rates so that even people from lower
classes can afford them, they also have products that target the higher economic classes of the society.

Now to cater to this increased need in society, they also need to manage the Supply chain systems,
which they do very well, owing to their 10000+ outlets throughout the nation. Moreover, now their
products are also available at the non-Patanjali retail stores, helping them manage the demand-supply
chain easily.

5. Controversies
Like any other brand growing in the industry, Patanjali too has faced challenges & controversies overtime.
The fastidious growth of the brand & their huge investments has raised many eyebrows over time. The
major question rises on their sources of investments, as many industry heads point out that the investment
cycle of Patanjali is shrouded by a lot of mystery.

But to answer this Acharya Balkrishna has always responded by saying that they receive a lot of money in
charity & owing to their stupendous growth, banks are more than willing to offer them loans. He even says
that he has no issues in giving anyone reports of all the money they get & how they spend it as both these
Yog Gurus, do not spend a penny on their luxuries, but rather lead very simple lives in their Ashrama.

31
What gives more air to these blames is the fact that recently the Madhya Pradesh Government &
Maharashtra BJP government has sold pieces of lands to Patanjali in Indore & on outskirts of Nagpur at dirt-
cheap prices, when the actual cost of these lands was too expensive.

6. Future Aspiration
Patanjali’s growth story has been quite unbelievable over the years, with them fulfilling their goals a little
too soon than was expected. But steering into the future, the company has some big plans in mind. Baba
Ramdev has even expressed his hopes to overcome the FMCG Giant HUL’s revenue of 34,487 crores by the
end of the Fiscal year 2019.

But these hopes are not based on a cock & bull story since the company realizes that as hard as the initial
leap of success was, the road ahead remains rockier still. Acharya Balkrishna says that they need to better
plan the supply-chain marketing & distribution of products. Their first step towards doing this has been
setting up multiple manufacturing units across the nation at Tezpur, Indore, Nagpur, Noida and
Vizianagaram. These units exclude the 30 other manufacturing units established for manufacturing Atta &
oils.

But the company still sees the best. As they have often mentioned, that Patanjali does not work for profit,
but rather for the sake of providing the people of the nation better services, helping solve some of the
problems of the society.

Swot Analysis
Started only a decade back, Patanjali has already become the third largest FMCG company in India.
Considering all that they have done over time, here’s a small SWOT analysis of Patanjali.

Strengths:
 Innovative & Harmless Products – Being Natural, Patanjali’s products are mostly harmless, thus
generating more demand for them. Also, they have a history of creating innovative products to
fulfil customer needs.
 Strong Distribution Network – Patanjali has a large distribution network in the country, covering
not just the Urban, but also the rural areas of the nation, helping them cater to a larger group of
people.

32
  Image Of Trust – Owing to the social image of Baba Ramdev & Acharya Balkrishna, Patanjali has
a solid image of trust in the eyes of its consumers. This image goes a long way in profiting the
company serve people better.
 Social Responsibility – From free Chikitsalayas to Hospitals & other social works that Baba
Ramdev & Acharya Balkrishna have been doing over the years, helps create a better image of
Patanjali in the eyes of its consumers, further helping them do better.
 Make in India & Swadeshi Initiatives – The company has always been promoting the use of
Desi products. This has been a major part of their marketing strategy & it has been fruitful for
them too. The icing on the cake has been their cheaper products, further empowering these
initiatives.

Weaknesses:
 Concentration in North & West India – Patanjali’s outlets are mostly concentrated in Northern &
Western India. Since Patanjali’s products are highly preferred throughout the nation, the lesser
number of outlets throughout the eastern & southern India can prove harmful to the company as
they are almost leaving half of the country untouched. If the company can tackle the problem &
provide more products there, they can untap larger opportunities in the future.
 Less Promotions – Though this looks like a benefit today, low promotions will cause harm to the
company’s Marketing in the long run. It’s high time that Patanjali starts considering increasing their
promotional activities.
 Easy Availability of Substitutes – This is not new, as many new companies face the problem of
fakes of their product in the market. These fakes are though not effective, often cheaper than the
original products, thus harming the brand’s revenue.
 No Clinical Approval – Being all Ayurvedic, Patanjali Products do not have the ‘Clinically
Approved’ label on them, since they are tested only in their personal labs. This can cause the
downfall of the company later, if any rival gave too much air to it.

Opportunities:
 An inclination to Herbal & Natural – Owing to the harmless products, people are relying more
on Natural & herbal products these days. This opens a large avenue of opportunities for Patanjali to
work on.
 Untapped Markets – Even though Patanjali distributes to a large section of India, it still has a lot of
untapped markets to capture. This mostly includes the rural markets & the domestic markets in the
Southern & Eastern India,

33
  Changing Lifestyles – The hectic lifestyles these days, compels people to work harder at keeping
themselves fit & there’s no better way to do it than with natural products. And Patanjali can make
use of this fact to expand even further.
 Export Potential – Baba Ramdev has a large popularity outside India too & Patanjali can use it to
expand their market internationally by exporting more products with time. This will help them
explore more untapped resources of revenue.

Threats:
 Products in Controversy – The fact that some Patanjali Products are facing controversy, can create
a sense of mistrust in them. This can disrupt the initial strong image of the company.
 The threat of International Competition - As the brand will flourish & go international, they will
face Competition from larger, multinational brands. To compete with them, they will have to have a
better & stronger strategy at hand.
 Political Indulgence – Baba Ramdev is often seen on many political platforms, giving
speeches. Though not actively involved in Politics, this indirect indulgence can also affect
Patanjali. One wrong or controversial statement can hamper the image & reputation of the
brand.

34
 CHAPTER 5
ANALYSIS AND INTERPRETATION

35
 ANALYSIS AND INTERPRETATION

This chapter interprets and analyses all the information collected through the questionnaire for a specific
period of time. The questionnaire recorded 150 responses of people via Google Form which was circulated
through online sources. The questionnaire aimed at studying consumer’s preference and feedback towards
green products of Patanjali. The opinions to the questions asked are as follows:

1. Age

TABLE 5.1: Table showing responses for ‘Age’

Age Responses
15-20 19
21-25 123
26-30 6
31 & above 2

FIGURE 5.1: Figure showing Graphical Representation for response of ‘Age’

Interpretation: The above graph shows 82% of the respondents are at the age of more than 20 years
but less than 25 years.

36
2. Gender

TABLE 5.2: Table showing response for ‘Gender’

Gender Responses
Male 75
Female 73
Prefer not to say 2

FIGURE 5.2: Figure showing Graphical Representation of ‘Gender’

Interpretation: The above graph shows that the response which were received constituted 50% of
males, 48.7% were females, whereas 1.3% of the respondents chose not to disclose themselves.

37
3. Occupation

TABLE 5.3: Table showing responses for ‘occupation’

Occupation Responses
Student 105
Self Employed 9
Service 28
Others 8

FIGURE 5.3: Figure showing graphical representation of ‘Occupation’

Interpretation: The above graph shows that 70% of the respondents were students, 6% of them
were self-employed, 18.7% were doing service and the rest chose not to disclose their occupation.

38
4. Are you aware of green products or Eco-friendly products?

TABLE 5.4: Table showing responses for ‘Awareness about green products’

Awareness about green products Responses

Yes 136
No 6
Maybe 8

FIGURE 5.4: Figure showing Graphical Representation for ‘Awareness about Green Products’

Interpretation: The above graph shows that almost 91% of the respondents were aware about
Green products whereas the rest didn’t know or were unsure about them.

39
5. How did you become aware about green products or Eco-friendly products?

TABLE 5.5: Table showing responses for ‘Mode for Awareness’

Mode for Awareness Responses

Social Media 119
Television 62
Newspaper/Magazines 53
I never came across such advertisements 18
Others 5

FIGURE 5.5: Figure showing Graphical Representation for ‘Mode for Awareness’

Interpretation: The above graph shows that 79.3% of the respondents learnt about green products
from Social Media, 41.3% from Television, 35.3% from Newspaper/Magazines and 12% of them
claimed that they have never came across such advertisements. The rest of them claimed to have
heard about it from other sources.

40
6. What element would influence your behavior of buying green products?

TABLE 5.6: Table showing responses for ‘Influencing factor’

Influencing factor Responses

Price 16
Product 60
Promotion 4
All of the above 70

FIGURE 5.6 Figure showing Graphical Representation of ‘Influencing factor’

Interpretation: The above graph shows that 40% of the respondents influencing factor was the
Product and almost 11% of the respondents factor was the price of the product. A very small
percentage of 2.7% of the respondents influencing factor was promotion whereas 46.7% of the
respondents considered all the factors as important.

41
7. If the features of the green product increase its price, are you willing to pay for it?

TABLE 5.7: Table showing responses for ‘Increased price for features’

Increased price for features Responses

Yes 29
No 18
Maybe 103

FIGURE 5.7: Figure showing Graphical Representation of ‘Increased price for features’

Interpretation: The above graph shows that only 19.3% of respondents were ready to pay extra
extra price for features, 12% were not ready. The majority of the respondents i.e. 68.7% were
not sure if they would pay extra price for the features.

42
8. Do you think promotion of green products should be done properly to ensure
maximum exposure among the consumers?

TABLE 5.8: Table showing responses for ‘Promotion of the products’

Promotion of the products Responses

Yes 136
No 3
Maybe 11

FIGURE 5.8: Figure showing Graphical Representation of ‘Promotion of the products’

Interpretation: The above graph shows that 90.7% of the respondents think that promotion of
Green products should be done properly whereas 3% disagree. 7.3% of the respondents were
unsure about the promotion.

43
9. Have you heard about the company "Patanjali Ayurved Limited"?

TABLE 5.9: Table showing responses for ‘Patanjali Ayurved Limited’

Patanjali Ayurved Limited Responses

Yes 140
No 6
Maybe 4

FIGURE 5.9: Figure showing Graphical Representation for ‘Patanjali Ayurved Limited’

Interpretation: The above graph shows that 93.3% of the respondents know about
Patanjali Ayurved Limited but 4% of them have not heard about the company and 2.7% of
them are not sure about their answer.

44
10. Have you ever used any Patanjali products?

TABLE 5.10: Table showing responses for ‘Ever used Patanjali Products’

Ever used any Patanjali Products Responses

Yes 123
No 27

FIGURE 5.10: Figure showing graphical representation for ‘Ever used Patanjali Products’

Interpretation: The above graph shows that 82% of the respondents have used Patanjali products
But 18% of them have not.

45
11. Do you consider Patanjali products as Environmental friendly?

TABLE 5.11: Table showing responses for ‘Environmental friendly’

Environmental friendly Responses

Yes 58
No 31
Maybe 61

FIGURE 5.11: Figure showing graphical representation for ‘Environmental friendly’

Interpretation: The above graph shows that 38.7% of the respondents consider Patanjali
Products as Environmental friendly whereas 20.7% of them don’t consider them environmental
Friendly. The majority of the respondents seem to not be sure if the products are Environmental
Friendly or not.

46
12. Do you believe that Patanjali products are made of Eco-friendly material?

TABLE 5.12: Table showing responses for ‘Eco-friendly material’

Eco-friendly material Responses

Yes 44
No 33
Maybe 73

FIGURE 5.12: Figure showing graphical representation for ‘Eco-friendly material’

Interpretation: The above graph shows that 29.3% of the respondents believe Patanjali products
To be made of eco-friendly material but 22% of them do not. 48.7% of the respondents are not sure
If the products are eco-friendly or not.

47
13. Does Patanjali products seem worthy in the long run?

TABLE 5.13: Table showing responses for ‘Worthiness’

Worthiness Responses
Yes 38
No 45
Maybe 67

FIGURE 5.13: Figure showing graphical representation for ‘Worthiness’

Interpretation: The above graph shows that only 25.3% of the respondents find the products
worthy in the long run and 30% of them don’t consider them worthy. 44.7% of the respondents
are unsure about the product’s worthiness.

48
14. Do you think Patanjali products are Good for health?

TABLE 5.14: Table showing responses for ‘Good for Health’

Good for Health Responses

Yes 53
No 19
Maybe 78

FIGURE 5.14: Figure showing graphical representation for ‘Good for Health’

Interpretation: The above graph shows that 35.3% of the respondents consider Patanjali
products as healthy and 12.7% of them do not consider it healthy. 52% of the respondents are
unsure if the products are healthy or not.

49
15. Do you consider Patanjali products as Recyclable/Reusable?

TABLE 5.15: Table showing responses for ‘Recyclable’

Recyclable Responses
Yes 39
No 46
Maybe 65

FIGURE 5.15: Figure showing graphical representation for ‘Recyclable’

Interpretation: The above graph shows that only 26% of the respondents consider Patanjali
products as Recyclable whereas 30.7% of them do not consider them Recyclable.
43.3% of the respondents are unsure if the products are Recyclable or not.

50
16. Are Patanjali products overpriced?

TABLE 5.16: Table showing responses for ‘Overpriced’

Overpriced Responses
Yes 28
No 88
Maybe 34

FIGURE 5.16: Figure showing graphical representation for ‘Overpriced’

Interpretation: The above graph shows that 58.7% of the respondents think Patanjali products
Are priced well but 18.7% of them think they are overpriced. 22.7% are not sure of the
pricing.

51
17. Is there non-availability of Patanjali products in the market?

TABLE 5.17: Table showing responses for ‘Non-Availability’

Non-Availability Responses
Yes 20
No 101
Maybe 29

FIGURE 5.17: Figure showing graphical representation for ‘Non-Availability’

Interpretation: The above graph shows that 67.3% of the respondents do not think that there is
Non-availability of Patanjali products in the market but 13.3% of them think that they are not easily
Available in the market. 19.3% of them are unsure about their availability.

52
18. Do you consider Patanjali products essential for a better future?

TABLE 5.18: Table showing responses for ‘Better future’

Better Future Responses

Yes 50
No 39
Maybe 61

FIGURE 5.18: Figure showing graphical representation for ‘Better future’

Interpretation: The above graph shows that 33.3% of the respondents consider Patanjali
Products essential for a better future whereas 26% do not. 40.7% of the respondents are unsure
about their essentialness.

53
19. Should Patanjali focus more on their advertisements?

TABLE 5.19: Table showing responses for ‘Advertisements’

Advertisements Responses
Yes 63
No 55
Maybe 32

FIGURE 5.19: Figure showing graphical representation of ‘Advertisements’

Interpretation: The above graph shows that 42% of the respondents think they should improve
their advertisements while 36.7% of them disagree. 21.3% are not sure if Patanjali should focus
more on their advertisements.

54
20. Would you consider buying Patanjali products in the future if they improve the quality
of their green products?

TABLE 5.20: Table showing responses for ‘Improving the quality’

Improving the quality Responses

Yes 109
No 11
Maybe 29

FIGURE 5.20: Figure showing graphical representation for ‘Improving the quality’

Interpretation: The above graph shows that 73.2% of the respondents are ready to purchase
Patanjali Products if their quality is improved whereas 7.4% are not ready. 19.5% of them
Are unsure about their decision of buying the products in the future.

55
CHAPTER 6
CONCLUSION

56
 CONCLUSION

Every coin has two faces both positive and negative, same as Green marketing as in short run it might have a
negative side i.e. the products being costly but in the long run it has positive impacts on environment, on
consumers, on general public and as well on economies. Although Patanjali Ayurved has adopted the
environmental friendly concept of green marketing they must also ensure that there is awareness in the
consumer, Consumer must also appreciate and be willing to buy those products for the sake of environment
and for that Patanjali Ayurved need to communicate the want and need of the green products.

This is not only the responsibility of firms to adopt green marketing but the consumers should also take
some steps to reduce the environmental impact as firms are willing to produce those products which the
consumers have a high demand for. There are lots of consumers who are not willing to pay the premium and
do not want to change their lifestyle for it. So, there is a combined responsibility of firms and consumers to
reduce the environmental degradation from their activities.

57
 REFERENCES

 Cherian & Jacob, (2012), „Green Marketing: A Study of Consumers‟ Attitude towards Environment
Friendly Products‟, Asian Social Science; Vol. 8, No. 12; pp. 117-126.
 Crasta & Giridhar, (2017), „A Study on Consumer Attitude towards Green Marketing Practices by
Select Indian Banking Companies‟, International Journal of Scientific Engineering and Research,
Volume 5 Issue 12, December, pp. 58-62.
 Geetha & Jenifer, (2014), „A Study on Consumer Behaviour towards Purchase of Eco Friendly
Products in Coimbatore‟, Abhinav International Monthly Refereed Journal of Research in
Management & Technology, Volume 3, Issue 3 (March), pp. 01-08.
 Kumar & et. el., (2012), „Consumer Awareness and Perception Towards Green Products: A Study of
Youngsters in India‟, International Journal of Marketing & Business Communication Volume 1
Issue 4 October, pp. 35-47.
 Kumar & Sharma, (2015), „A Study of Consumers‟ Perception and Attitude towards Green
Products‟, International Journal of Advanced Research in Management and Social Sciences,Vol. 4 |
No. 8, August, pp. 285-297.
 Maheshwari, S. P., (2014), „Awareness of Green Marketing and its Influence on Buying Behaviour
of Consumers: Special reference to Madhya Pradesh, India‟, AIMA Journal of Management &
Research, February, Volume 8, Issue 1/4.
 Patnaik & Pradhan, (2016), „A study on consumer attitude towards green FMCG products‟,
International Journal of Scientific Development and Research, Dec., Volume 1, Issue 12 pp. 83-
91.
 Yeng & Yazdanifard, (2015), „Green Marketing: A Study of Consumers‟ Buying Behaviour in
Relation to Green Products‟, Global Journal of Management and Business Research: E Marketing,
Volume 15, Issue 5, Version 1.0, and Year.
 Yusuf & Fatima, (2015), „Consumer Attitude and Perception towards Green Products‟, The
International Journal of Indian Psychology, Volume 2, Issue 3, April to June, pp. 140-146.
 https://walnutfolks.com/patanjali-case-study/

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 ANNEXURE
Questionnaire:
 Age
15 – 20
21 – 25
26 – 30
31 and above

 Gender
Male
Female
Prefer not to say

 Occupatio
n Student
Self Employed
Service
Others

 Are you aware of green products or Eco-friendly products?

Yes
No
Maybe

 How did you become aware about green products or Eco-friendly products?
Social Media
Television
Newspaper/Magazines
I never came across such advertisements
Others

59
 What element would influence your behaviour of buying green
products? Price
Product
Promotion
All of the Above

 If the features of the green product increase its price, are you willing to pay for it?
Yes
No
Maybe

 Do you think promotion of green products should be done properly to ensure maximum
exposure among the consumers?
Yes
No
Maybe

 Have you heard about the company "Patanjali Ayurved

Limited"? Yes
No
Maybe

 Have you ever used any Patanjali

products? Yes
No

 Do you consider Patanjali products as Environmental

friendly? Yes
No
Maybe

 Do you believe that Patanjali products are made of Eco-friendly material?

Y
es
N

6
 Does Patanjali products seem worthy in the long
run? Yes
No
Maybe

 Do you think Patanjali products are Good for

health? Yes
No
Maybe

 Do you consider Patanjali products as Recyclable/Reusable?

Yes
No
Maybe

 Are Patanjali products

overpriced? Yes
No
Maybe

 Is there non-availability of Patanjali products in the

market? Yes
No
Maybe

 Do you consider Patanjali products essential for a better

future? Yes
No
Maybe

 Should Patanjali focus more on their advertisements?

Y
es
N

6
 Would you consider buying Patanjali products in the future if they improve the quality
of their green products?
Yes
No
Maybe