Why Patanjali Ayurved is faltering

Ramdev made nature-to-goodness products popular, and reaped benefits. Then he seemed to lose focus

A year can be a long time in the consumer expendables business. Last May, Ramdev, while addressing a packed press conference in Delhi, announced that Patanjali Ayurved, the nature-and-ayurveda products firm he founded, had crossed Rs 100 billion in sales.
 
It took his firm just seven years to reach that milestone, something that competing fast moving consumer goods or FMCG firms — from multinationals like Hindustan Unilever to home-grown brands like Amul — took decades to achieve. At the same press conference, he also famously announced that Patanjali would cross Rs 200 billion in sales by March 2018. This