Patanjali - A Transformation in Green Marketing

Abstract

Our research paper throws light on how Patanjali became a benchmark, a best practice and a revolution in the field of Green marketing. Our paper focuses on primary data and how it is been significant to consumers. Patanjali became an international brand due to its business strategies. People often use to enjoy or consume healthy and luxury products but they don’t want to involve in production and distribution. Patanjali people took this as a competitive advantage and transformed unhealthy ingredients of nature into healthy ones by inculcating Ayurveda and green values and now people are ready to afford to some extent. Our paper recognized a research gap why still people are dragging too much regarding purchase decision of Patanjali products.        The purpose of this paper is to understand how consumers are perceiving towards Patanjali products and how it became a global pioneer of green products. The primary data was obtained from 212 respondents who have been using Patanjali products. The data was analysed using SPSS software and chi-square test was applied. The outcome of our paper focuses on behavior level of consumers towards green organic products.