Emergence of Patanjali Milk Biscuit in the Indian Market: A Strategic move into the mass market

Abstract

Baba Ramdev has rapidly made a way through the FMCG market with the unique offerings of products ranging from herbal medicines to essentials foods and many more through thoughtful pricing and adding the essence of Ayurveda. This study aims to analyze the emergence of Patanjali Milk biscuits known as doodh biscuits in the Indian biscuits market and its way forward in challenging the current market leader Parle-G. Recently the share of Patanjali doodh biscuit brand in the milk biscuit category surpassed famous Horlicks (Singh, R, 2020). The nutritional value offered by the brand Patanjali had been a differentiating factor. They focused on the value of cow milk, biscuits made up of 100% whole wheat, which was rich in fiber and cholesterol or trans-fat free. The cost to weight value ratio is at par with the highest selling biscuit in the country Parle-G. We have carried out a brand survey concerning the brand awareness and nutritional choices of the consumers so that Patanjali Doodh biscuit could challenge