Point of view: Teaching MNCs a lesson

Anvar Alikhan

This article presents the case of Patanjali in India as a study of how the big league of FMCG brands have proved unexpectedly vulnerable to new brands with the right proposition.

Point of view: Teaching MNCs a lesson

Anvar AlikhanJWT

How do you take on giant multinationals like Colgate-Palmolive, Nestlé and Unilever, and beat them at their own game? The best person to ask is perhaps a saffron-robed Indian swami, named Baba Ramdev.

The company that Baba Ramdev helped set up in 2009, Patanjali Ayurved, now has a turnover of Rs 50 billion, and has gatecrashed the big league of FMCG brands. What's more, the company - which now produces a range of nearly 500 products - will reportedly more than double its turnover this year, while the other players...

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