Apropos your article “Why Patanjali Ayurveda is faltering” (May 22); Shailesh Dobhal’s analysis of the brand is quite persuasive. I would like to extend it by adding two relevant points.
First, any novelty — in product or promotion — can last only so long. A large number of consumers initially tried various Patanjali products out of curiosity about the new brand. That drove up sales. But as the numbers of the first-time users were bound to diminish over time and as many among them were less than enthusiastic about repeat purchases, sales growth tapered off. The same applies to the promotion
