A Study of Women Perception and Preferences towards Patanjali’s Personal Care Products


Poonam Rawat, Research Scholar, Dr. Parikshit Kala, Assistant Professor
Department of Management Studies, Himgiri Zee University, Dehradun, Uttarakhand, India.


Patanjali Ayurveda Limited is a successful Indian FMCG company headquartered in Haridwar, Uttarakhand, India. There are many factors that make the success story of Patanjali Ayurveda Ltd. The brand ambassador Yoga Guru Baba Ramdev, the Company’s swadeshi concept, its product quality and fair price offered by the company, and easy availability of the products in the market are a few of these factors. Patanjali Ayurveda Limited deals in various products segments like food products, Health care Products, and Personal Care Products. The present study has emphasized the perception and preferences of women consumers of Patanjali Ayurveda Limited towards its personal care products. The purpose of the present study is to examine the preferences and perceptions of women regarding the personal care products of Patanjali Ayurveda Limited. This paper will also attempt to investigate the women’s awareness level and also identify the factors which motivate a woman to purchase the personal care products of Patanjali over other brands. This study is empirical in nature and data is collected through questionnaire method by visiting Patanjali Stores in Haridwar district of Uttarakhand.