Journal article

Patanjali – Swadeshi Jeans or Foreign Shores. Ivey Publishing

H Bapuji, R White, M Sanwald

Western University, London, Canada | Ivey Publishing | Published : 2017


Over the past five years, Patanjali Ayurved Ltd. (Patanjali) had emerged as a major player in India's fast-moving consumer goods industry. Building on the capabilities of its two founders, the company had differentiated its products with a unique mix of Indian nationalism, yoga spiritualism, and natural/Ayurvedic ingredients. In combination with its low-price and low-cost position, this strategy had challenged the incumbent multinational and conventional Indian competitors. In October 2016, Patanjali’s two co-founders considered adding blue jeans to the company’s business portfolio and expanding its current products into international markets. However, some observers doubted whether Patanjal..

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University of Melbourne Researchers