A case study of “Patanjali Ayurved Ltd.” in context to “Swadeshi”
Khushleen Kaur, Dr. Amar Inder Singh
This company formed by Swami Guru-Baba Ramdev in 1997 by collaborating with Acharya Balkrishna, a scholar of Ayurveda, Sanskrit and Vedas in 1990?s to manufacture Ayurvedic medicines. Ramdev focused on Yoga while Balkrishna assumed the responsibility of spreading Ayurveda medicine. The combination of FMCG for external beauty and YOGA for inner peace had done a tremendous job in context to Swadesh which is the main goal of the company. Swami Ramdev played a key role in both. His yoga Practices telecast on Aastha Channel has won him a mass following, and his FMCG market is helping Government in its Make in India Initiative. The Vision of the company is to provide Herbal/Ayurvedic/Natural solutions to all the problems. This paper tries to study the case of Patanjali Ayurved Ltd & its significant contributions to the masses through its business ventures & the commitment it makes to benefit the community.