Marketing through Spirituality: A Case of Patanjali Yogpeeth

Marketing through spirituality has become a significant topic of discussion as it affects the consumption behavior of people. Therefore, spiritual organizations are launching and selling their own products for the customers to capture the market. Here, in this study, yoga and pranayam are considered as the dimensions of spirituality and it is observed that people generally rely on a spiritual guru for performing yoga and pranayam. Swami Ramdevji is the most famous guru in teaching yoga and pranayam in India and he, through Patanjali Yogpeeth, has launched several products not only based on ayurvedic medicines but also on FMCG. Hence, this paper talks about marketing through spirituality through the case study and success story of Patanjali Yogpeeth. The research uses a qualitative approach to collect data from various officials of Patanjali Yogpeeth through unstructured face-to-face interviews. The study revealed that yoga and pranayam are very effective tools in marketing through spirituality and influence the consumption behavior of masses. Patanjali Yogpeeth is best suited example to study the present topic.