Key issues

• Short sighted marketing strategy by Patanjali by focusing that their

products are made in India as many of its competitors also
manufactured their products in India
• Criticism faced by Patanjali for hypocrisy
• Controversy faced by Patanjali since it affected the sentiments of a
religious group due to the ingredients present in some of its products
• Trouble due to the appropriate standards not being followed by Patanjali
according to FSSAI and FSDA
• Sustainable growth of Patanjali in the future amidst these criticisms and
controversies
Decision problem
Sustainable growth of Patanjali – whether it would be viable for
Patanjali to aggressively expand into more category while maintaining
sustainable growth
Generating alternatives

• Continue with the same product line and penetrate into the rural
market while improving the quality of products
• Focus on exports After proper market research
• National sales with diversification of catagories and products
• Acquiring ayurveda based comapnies to improve the product diversity