An Exploratory Study on Customer Preferences towards Pathanjali Ayurvedic Products in Mysore


  • Dr. Amulya.M Assistant Professor, B.N. Bahadur Institute of Management Sciences (BIMS), University of Mysore, Manasagangothri, Mysore, INDIA



Ayurveda, FMCG, Awareness, Preference, Customer Satisfaction, Customer Loyalty, Pathanjali


FMCG market in India is facing tight competition from the both domestic and international players. The awareness towards the health related issues have given way for the herbal and ayurvedic products in the same time. Ayurveda is making way a big move into the air tight area of FMCG and paving way towards success. A brand’s reputation is the most valuable asset. In this digital era, and cluttered market space where brands are jostling for visibility, their reputation and credibility is what will set them apart. Pathanjali the brand which is making big sales in the short span with claiming the products are chemical free and herbal and natural. Though Pathanjali, focis is on traditional food products, soaps and toiletries it has diversified into the other categories as well to grab the market. For example, Nestle’s withdrawl of Maggie from the market when the instant noodles had the harmful chemicals in the product, Pathanjali used this opportunity to enter into the non- traditional produce instatnt noodles though it mainly focus on the traditional soaps and toiletries and FMCG products. The FMCG market is so saturated and ruled by the gaints , Market entry of new brand is so difficult , pathanjali is able to embrace the waves of swadeshi to sustain in the market being the market challenger. This paper attempts to explore how Pathanjali has been successful in this tight competition and what made customers to accept Pathanjali. The exploratory study is conducted to analyse the Customers preferences towards ayurvedic and herbal products especially the brand pathanjali.




How to Cite

Dr. Amulya.M. (2019). An Exploratory Study on Customer Preferences towards Pathanjali Ayurvedic Products in Mysore. International Journal of Engineering and Management Research, 9(5), 39–43.