top of page

Patanjali Brand Strategy /

Roots to Retail (A Strategic Overhaul)

'Indriya' The Five Senses

This case study dives deep into the evolution of Patanjali—from its ashram-rooted beginnings to its nationwide shelf presence. Through a strategic lens, I dissected the brand’s trajectory, its product ecosystem, and the unique ‘Baba-backed’ identity it has built. Using brand strategy tools, I mapped existing perceptions, spotted need gaps, and questioned how a brand steeped in tradition could resonate with a modern, experience-hungry audience.

 

Enter Indriya—a sensorial series that reframes Patanjali through the lens of the five senses. The idea? A line that speaks to wellness not just as consumption, but as experience. With holistic pop-up stores designed for urban malls, the brand shifts from being just a product to a mindful, multisensory experience. 

 

Less about changing the packaging—more about changing perception.

Frameworks used : Brand Strategy Brief, SCAMPER, Persona Mapping, Empathy Mapping
Softwares used : Figma

Slide 16_9 - 1.png
Slide 16_9 - 2.png
Slide 16_9 - 6.png
Slide 16_9 - 7.png
Slide 16_9 - 3.png
Slide 16_9 - 8.png
Slide 16_9 - 9.png
Slide 16_9 - 14.png
Slide 16_9 - 15.png
Slide 16_9 - 16.png
Slide 16_9 - 5.png
Slide 16_9 - 17.png
Slide 16_9 - 10.png
Slide 16_9 - 11.png
Slide 16_9 - 18.png
Slide 16_9 - 12.png
Slide 16_9 - 19.png
BMC.png
BMC-1.png
Untitled-1.png

  • Tradition Can Travel—If You Repack the Experience /  The gap between Patanjali and the modern consumer isn’t always the product—it’s the presentation. You don’t have to erase heritage to resonate with Gen Z. Sometimes, you just need to translate it—through form, tone, and experience.

  • Mass Appeal Isn’t the Enemy of Strategy /Patanjali wasn’t built for niche. Its design, pricing, and product range are all engineered for accessibility. It is both trusted, overlooked, revered and ridiculed. That tension became fertile ground for creation. 

  • Perception Isn’t Changed by Logos—It’s Changed by Context / What stood out during this project was how space could reframe a legacy brand. This strategy became a path to tell a new story—without changing the visual identity. I learned that sometimes the most powerful rebrand doesn’t involve a redesign, but a redirection.

  • Designing for Recall / In a market saturated with glossy, Western-inspired wellness branding, Patanjali leaned into its Indianness unapologetically. The Strategy reframed Patanjali’s Ayurvedic promise through tangible, sensorial touchpoints. This shifted my thinking from visual-first design to          immersive-first design.

bottom of page