The case report is a critical reflection of the Patanjali Ayurved brand(https://www.patanjaliayurved.net/). Patanjali Limited founded by Acharya Balakrishna and yoga guru Baba Ramdev. It started the journey as a small pharmacy in 1997, then expanded its business as a public limited company in 2007 by distributing a broad portfolio of FMCG products with over 50 categories. The products are currently available in 15000 exclusive outlets; 3000 healthcare centre; 177000 retail outlets andits website, e-commerce sites (i.e. Big Basket, Amazon). The company policy states, “Keeping Nationalism, Ayurved and Yoga as our pillars, we are committed to creating a healthier society and country. To raise the pride and glory of the world, we are geared up to serve people by bringing the blessings of nature into their lives. With sheer dedication, scientific approach, astute planning and realism, we are poised to write a new success story for the world.”((https://www.patanjaliayurved.net/). The report can be based on desk research, secondary research and primary research (i.e. ethnographic and netnographic observation only). Your first task is to provide a critical review of Patanjali Ayurved brandand its marketing strategies. Your critical review is based on synthesizingreadings from peer-reviewed academic journals, relevant databases, industry and government reports, websites and newspaper articles. Your second task is to analyse consumer insights about this brand and requires you to gather observational findings. Below is the marking rubric for the case report
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