• Madhuri Yadav
• Dr. Anjani Kumar

Fast moving consumer good (FMCG) is the fourth largest sector in Indian economy. There are many entrants come from national and international market in this sector. Patanjali Ayurved Limited (PAL) is one of the fastest growing Ayurved based FMCG Company established in 2006. Marketing strategy, consumer behaviour, place, price, promotion, product, etc are some of the factors that affect growth of any business. FMCG sector major players in India are; Hindustan Unilever Limited(HUL), Indian Tobacco Company(ITC), Procter & Gamble(P&G), Dabur India ltd, Colgate-Palmolive India, Patanjali Ayurved Limited, Coca Cola, PepsiCo Inc., Nestle, Britannia India Limited. The study is based on secondary data. The aim of the study is to evaluate the pricing strategy used by the PAL and comparative price analysis of Patanjali products with Dabur India limited; as both are, Ayurved based company. Patanjali Ayurved Limited follows various pricing policies and strategy in their marketing strategy. Discount differential pricing, uniform delivered price policy, even pricing policy, offers and discounts, penetrating pricing strategy are some of the policies and strategies adopted by PAL and Patanjali product prices are lower as compared to Dabur products.

FMCG, Patanjali Ayurved Limited, Pricing strategy

"PRICING STRATEGY OF FMCG COMPANY: WITH SPECIAL REFERENCE TO PATANJALI AYURVED LIMITED", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 6, page no.a485-a496, June-2022, Available :http://www.jetir.org/papers/JETIR2206056.pdf

"PRICING STRATEGY OF FMCG COMPANY: WITH SPECIAL REFERENCE TO PATANJALI AYURVED LIMITED", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 6, page no. ppa485-a496, June-2022, Available at : http://www.jetir.org/papers/JETIR2206056.pdf