The herbal concoction isn’t really a defence against COVID-19 but its immense popularity may just be the panacea that a flailing Patanjali is looking for.
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The region’s growing demand for carbonated beverages and the presence of a large Indian diaspora present an opportunity for the Mukesh Ambani-led conglomerate to up its FMCG game through the iconic brand.
Indian youngsters are experimenting with newer D2C brands like never before. Bewakoof’s early success and its 2022 acquisition by retail giant Aditya Birla Fashion should have given it the edge, but the company has been left behind.
Even as they change consumer preferences to more sustainable, healthy and premium products, this young generation is also fueling the overall spend in products ranging from skincare to cars.