This document presents a case study on various controversies surrounding Patanjali products. It discusses Patanjali's amla juice being withdrawn from stores after failing quality tests, the company being fined for misbranding and misleading advertisements regarding products like honey and salt, complaints about misleading claims in advertisements for products like mustard oil and ghee, and launching instant noodles without prior regulatory approval. Despite these controversies, the document notes that Patanjali continues to grow rapidly as a brand under Baba Ramdev's leadership.
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Patanjali Ayurved Limited is an Indian FMCG company
Located in the industrial area of Haridwar
Manufactures mineral and herbal products.
Patanjali is the fastest growing fast-moving consumer company in India.
Self-independence of India from Swadeshi.
To promote Indian product.
Make a largest retail chain in all over India both rural and urban market
To Provide reasonable price for farmers
To fulfill the demand of customers across the India on reasonable price.
To Support Indian industries by creating demands of Swadeshi products.
To generate employment for youth, skilled/unskilled and professionals.
To establish Ayurveda and create biggest market chain for herbal products.
To Strengthen Indian economy by replacing foreign products with Swadeshi products.
Britania Biscuit - A details presentation on various products & its marketing...Armaan Anand
This presentation deals with the marketing front of various Britannia biscuits and is marketability in current indian market. apart from that this presentation also tries to derive customer value proposition by the means of segmentation targeting and positioning. various elements of marketing apart from STP has been used such as USP tag line, competition, pricing comparison in contrast to its competitors and evaluation of the same. other than that primitive marketing strategy of Britannia and advertising along with the 5 M's of advertising in context to Britannia is also explained here.
DISCLAIMER- certain data in this slide has been taken from other materials like dox and slides.
it is a detailed presentation of the emergence of maggie company in the world and then to India, it's marketing strategies and the timeline during the crisis and company's response and also the future cases on the company
This presentation will give you an insight into the great organization "PATANJALI" which is competing with great giants in the FMCG sector and taking a credible amount of their share in the product category in which they are also present.
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Includes Suffola's success story and its products ranges and features along with the competitor's analysis.
Comparison of Consumer behavior towards “Parle” and “Britannia”santoshpati92
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Patanjali Ayurved Limited is an Indian FMCG company
Located in the industrial area of Haridwar
Manufactures mineral and herbal products.
Patanjali is the fastest growing fast-moving consumer company in India.
Self-independence of India from Swadeshi.
To promote Indian product.
Make a largest retail chain in all over India both rural and urban market
To Provide reasonable price for farmers
To fulfill the demand of customers across the India on reasonable price.
To Support Indian industries by creating demands of Swadeshi products.
To generate employment for youth, skilled/unskilled and professionals.
To establish Ayurveda and create biggest market chain for herbal products.
To Strengthen Indian economy by replacing foreign products with Swadeshi products.
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patanjali case study & controversies
1. College of Dairy & Food Science Technology
Udaipur Rajasthan
Case study on
patanjali’s products
Submitted to
Miss Kalyani
Dashora
Submitted by
Pulkit tyagi
Sanju Yadav
3rd year F.T.
3. Introduction
FMCG is 4th largest section in Indian Economy;
Acharya balkrishna along with Baba Ramdav established Patanjali Ayurveda ltd in
2006;
Objective: Establishing science of Ayurveda in accordance and coordinating the
latest technology and ancient wisdom;
Asset value : up to 13000Cr
Personal care & food sector;
444 types of products;
6. Amla Juice Controversy( April 2017)
Canteen Store Department (CSD) suspended the sale;
Index no: 85147;
Batch no: GH1502;
Central Food Lab (Kolkata);
Patanjali had to withdraw its product;
7. Company’s status
Uttarakhand’s Ayurveda, Yoga & Naturopathy, Unani, Siddha and
Homoeopathy(AYUSH) certify Amla Juice in 2009;
Ayurvedic Proprietary medicine ;
Test should be conducted under prescribed category
9. Misbranding & Misrepresentation
Misbranding & putting up misleading advertisements;
Products were being sold by own level;
Five samples picked up on August 16, 2012 by DFSD;
Honey, salt, mustard oil, Pineapple jam & besan;
Drugs & Food testing lab (Rudrapur);
November 2012 : failed
10. Case registered under
Section 52 (misbranding) of FSSA act;
Section 53 (misleading advertisement) of FSSA act;
Food Safety & Standard( Packaging & Labelling Reg. 2011) act
Section 23.1 (5);
11. Results
Came on December 2016;
ADM Lalit Narayan Mishra quoted,”….. the sample picked for testing failed to clear
quality tests…..”
FSSAI imposed a fine of 11 lakhs;
One month gave to complete all legal responsibilities;
12. Response of Patanjali
Fine was paid with in month;
Change in labelling;
It was Patanjali Ayurveda’s special (own) product;
Wrapper of company’ products were changed;
13. Misleading Advertising cases
Advertising Standards Council of India;
Consumer Complaints council identified patanjali’s wrong claims;
Patanjali’s claims:
1. Claim for its Mustard Oil;
2. Claim regarding juice pulp;
3. Claim regarding pure desi cow ghee;
14. Company’s stand
Advertisements were changed;
Ramdav opposed the allegations of ASCI and CCC;
Acharya Balkrishnan,” the company’s product is completely safe and quality is
unquestionable.”
15. Instant Noodles
Launched noodles without prior approval;
November 15, 2015;
FSSAI Number also displayed;
Ashish Bahaguna ,”Patanjali Ayurved has approvals for other products but they
don’t have approval for instant noodle.”
Substandard: Three time more ash content;
https://www.thequint.com/news/india/baba-ramdevs-patanjali-noodles-didnt-obtain-
fssai-approval
16. Company’s Stand
License for pasta in the central category from FSSAI;
Patanjali also applied for separate approval;
AK Tijarawala said, “ … there is no legal binding to take separate license for
launching noodles…”
Baba Ramdav said,” Our representatives are going to FSSAI headquarters with
original copies of the selling license and the manufacture’s license. “
17. Patanjali Ghee controversy (2015)
Allegedly presence of FUNGUS;
Also have artificial colour;
Pure desi cow ghee;
Sample sent to lab in Rudrapur;
http://www.caravanmagazine.in/vantage/patanjalis-desi-cow-ghee-even-cow-ghee
18. A report on Patanjali Ghee
Report by : CEG test house, Jaipur;
Results:
Name of test Method of test results
Vanaspati in ghee IS:15642 (PT-
2)2006
positive
Adding coloring
matter
DGHS lab manual 8 Acid yellow present
19. Conclusion
Despite of all these controversies and allegations, Patanjali Ayurved ltd is one of
the fast growing organization;
Turnover is increasing at huge pace;
Baba Ramdav : A branding star
