Reflections

FMCG : PATANJALIED!!!!! {PART – 3} The Feasible Strategic Alternatives At the outset, let me clarify that I am not an FMCG player; my interest in the Patanjali case study emanates from the unique marketing riddle it presents; and its close similarity in some ways with my Trade Telecom Handsets, wherein two challengers have upstaged the established player/s. Being a keen student of Brand responses to attacks in my trade, I could see ready parallels and deep learnings to be had from the studying the rise of Patanjali, and the current responses of the attacked incumbents i.e. the established players. As I have gleaned from my FMCG friends, the current responses include launching brands or sub-brands around the health parameter, Ayurved, etc; these are clearly not going to be adequate. I don’t deny the need for such variants in the product lineup, but these cannot be the core response for obvious reasons, as we saw in the previous two parts of this article. We need to go deep...