Growth of Patanjali Brand from Local to Global Market: A Study

Philanthropist Baba Ramdev is a renowned Yoga and Ayurveda guru and is a successful entrepreneur who has built his image through Yoga and later on captured the FMCG market through its young brand ‘Patanjali’. The unique selling proposition of the Patanjali brand achieved popularity from local to global market in a strategic manner. The purpose of this study is to understand the growth process of Patanjali Brand in India and in the international market. The study highlights the strategies of Baba Ramdev and Patanjali’s journey from local to global market through its distinct brand building approaches.