Author(s) :

Abhiratan pal.

Volume/Issue :

Abstract :

This thesis explores how Patanjali products have influenced rural marketing strategies and changed consumer behavior in Indian villages. Patanjali, known for its Ayurvedic and Swadeshi image, has grown rapidly in the FMCG sector and become a household name—especially in rural India. The brand’s focus on natural ingredients, affordable pricing, and a strong cultural connection has played a big role in its success among rural consumers. The research looks at how Patanjali has changed the way companies approach rural markets. Traditional rural marketing focused mainly on low prices and limited options. But Patanjali brought in a new approach by offering products that are not only affordable but also seen as healthy and rooted in Indian traditions. Their marketing strategies, such as using Baba Ramdev’s image and promoting Indian values, have helped build trust among rural consumers. Through surveys and interviews in different villages, this study found that people are increasingly choosing Patanjali products over other brands. Many villagers said they trust the brand because of its natural ingredients and because it feels “local” and not foreign. The wide range of products—from toothpaste to ghee—has also helped Patanjali become a one-stop choice for many rural families. The thesis also highlights how other companies are now changing their own rural marketing strategies to keep up with Patanjali. They are rethinking their pricing, packaging, and messaging to better connect with rural consumers. In short, Patanjali has done more than just sell products—it has changed how brands engage with rural India. This study shows how a brand that understands the values and needs of village consumers can reshape the entire rural market.

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