Creative Disruption in the FMCG Sector: Evaluating Patanjali Ayurveda’s Marketing Strategies and Their Impact on Market Share and Profitability in India

Author(s)	Simrat Kaur
Country	India
Abstract	This study examines the extent to which creative marketing strategies adopted by Patanjali Ayurveda have contributed to its growth in market share and profitability within the Indian FMCG sector. Patanjali’s rapid expansion presents a unique case of a domestically rooted brand challenging multinational competitors through a combination of low-cost pricing, founder-led branding, and strong ideological positioning based on Ayurveda and Swadeshi principles. The research employs a secondary data approach, using business analysis tools including SWOT analysis, the marketing mix (4Ps), the Ansoff Matrix, and financial ratio analysis to evaluate the effectiveness of these strategies. Findings indicate that Patanjali’s creative marketing approach significantly enhanced brand recognition and market penetration, particularly among price-sensitive and health-conscious consumers. However, financial analysis reveals declining profitability and efficiency in recent years, suggesting limitations in sustaining long-term financial performance. The study concludes that while Patanjali’s marketing strategies were highly effective in expanding market share, their impact on profitability has been moderated by rising operational costs, regulatory challenges, and increased competition.
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-04-17

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International Journal For Multidisciplinary Research