Patanjali Ayurved: The rise and rise of India's homegrown FMCG giant

The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.

Patanjali Ayurved: The rise and rise of India's homegrown FMCG giant

Anil Thakraney

In the mid-eighties, a homegrown detergent manufacturer managed to give brand managers at Hindustan Unilever (then called Hindustan Lever) many sleepless nights. Karsan

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