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Case Study Of Patanjali

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“Patanjali struggles to meet demand for products”
Retailers complain of poor fill rates; company sprucing up supply chain, storage
Raghavendra Kamath | Mumbai August 9, 2016 Last Updated at 00:43 IST

“Patanjali is a hyper start-up. It wants to grow from Rs 5,000 crore to Rs 10,000 crore but is realising that systems and processes are not geared up. Every retail chain is facing supply issues with them. Patanjali will invest Rs 1,150 crore this financial year to set up six processing units and one research centre.”

INTRODUCTION

A decade ago Patanjali Ayurveda came with an influential dialogue “no chemicals & swadeshi alternative”. In a very few months, Patanjali has become a prime household name. Today, Patanjali Ayurveda Limited is
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Patanjali is giving a head-on competition to the consumer goods majors and it is becoming a strong contender in the consumer goods markets in India. According to TechSci Research, Patanjali products could bring a revolution in the ayurvedic products segment. These products are still not fully penetrated into the Indian markets however, anticipated to be successful in the long-term. High brand loyalty and satisfaction has resulted in huge demand of Patanjali products among all classes of consumers. Moreover, unlike other FMCG companies doing businesses in India, its versatile product portfolio offering to the consumers enhances the sales, as the customer ends up buying many products from multiple…show more content…
But Patanjali chooses not to do so because it wants to provide organic products at affordable prices. In case of Patanjali, they are still increasing their workforce operating units and technological advancement but still it is difficult for them to meet out the demand that is arising in the market. If Patanjali wants to obtain equilibrium they have to increase the supply of the products to meet the demand. According to the sources, it is said that the fill rates of Patanjali products are in the range of 40-50%. On the other hand, other FMCG companies in India such as Nestle and HUL have a fill rate of
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