The Rise of Patanjali in the Indian FMCG Sector: Analysing Consumer Behaviour, Value Perception, and Brand Trust

Abstract

This study examines the substantial impact of value and trust on consumer behaviour in the Indian Fast-Moving Consumer Goods (FMCG) sector, with a focus on Patanjali Ayurveda as a key case study. The remarkable success of Patanjali highlights the importance of aligning product offerings with consumer values while fostering trust through cultural alignment and quality assurance. The research analyzes Patanjali's unique approaches in distribution, marketing, and product development, as well as their effects on consumer perceptions and brand loyalty. By emphasizing the vital relationship between value and trust, this study offers practical recommendations for businesses looking to succeed in the ever-changing Indian market. Utilizing a qualitative and exploratory research methodology, the study gathers primary data through structured interviews with both consumers and distributors of Patanjali, in addition to secondary data sourced from industry reports and academic publications. Data from 30 Indian participants (20 consumers and 10 distributors) is presented to illustrate the analytical process, merging thematic analysis for qualitative insights with statistical tools to identify quantitative trends.