Ayurvedic Market Potential

A STUDY ON MARKET POTENTIAL FOR AYURVEDIC PRODUCTS WITH REFERENCE TO
NAGARJUNA HERBAL CONCENCENTRATES LIMITED

INTRODUCTION

1.1 INDUSTRY PROFILE

Market potential is the maximum amount of sales that might be
available to all the firms in an industry during a given period under a given
level of industry marketing effort and given environmental conditions.
Companies face the problem of selecting the best territories and allocating
their marketing budget optimally among these territories. Therefore they
need to estimate the market potential of different cities, states, and nation,
which is primarily used by business marketers, and the multiple -factor
index method, which is used primarily by consumer marketer.

Ayurveda is the 5000 years old Indian System of medicine. The term
evolved from two words Ayur life and Veda means science .This system of
medicine follows a holistic approach, diagnosing not just the disease but
the whole body constitution of the patient. Today Ayurveda is gaining
global popularity .The World Health Organiza tion recognizes Ayurveda as
an alternative system of medicines used safest system of medicines.
Rejuvenation and therapeutic procedure are unique to Ayurveda. This
comprehensive, multidisciplinary system of medicine offers specialties like
paediatrics, genetics gynaecology, physiotherapy and rejuvenation.

Ayurveda was predominant in most of the parts of the India for a
long period. But newly developed fear of the side effects and long term ill
effects of allopathic medicines coupled with inefficiency to compact a
large number of diseases have brought the attention not only India but
whole world to the biologically based medicines. Now i t is the resurrection
time of the science. A large number of new organizations in India are
entering in the area of Ayurvedic medicines manufacturing. The curiosity
of the whole world is to high and research and development taking place
all over the world in this science. Companies like Dabur and Himalaya are

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as strong as any allopathic medicine company. A large number of new
organizations in India are entering in the area of Ayurvedic medicines
manufacturing. The curiosity of the whole is too high and the research and
development taking place all over the world in the area of this science.
Companies like Dabur and Himalaya are as strong as any allopathic
medicine company. A large number of allopathic medicine manufacturing
has started including Ayurvedic medicines in this production list.
Nagarjuna this small of cell Ayurveda medicines to a tune of 20% of the
total allopathic sales with number of doctor’s institutions and medical
shops not favourably comparable like this.

Apart from Ayurvedic medicines which is based on the traditional
Indian system of diagnosis and treatment. A large number of herbal
medicines are also available in the world market. In f act the growth of the
market shares of these products suppresses the growth of Ayurvedic market
by several times. Easy method of administration, convenient dosage, more
easily understandable scientific explanation makes it more attractive. More
over the possibility of the standardization of herbal medicines is better
than the Ayurvedic medicines.

Anyhow growth is visible in different fields like traditional
classical medicines, herbal cosmetics etc. the herbal medicine market
shows a very fast growth all over the world and its potential is extremely
good.

Today Nagarjuna Healthcare product is a major force in health care,
growing at a spectacular rate - with new clinics, new market strategies,
new products, and new cures. Some of Nagarjua Healthcare products are on
the verge of being patented. Nagarjuna Healthcare is truly on a mission to
be the number one choice in Ayurveda globally. All life forms contain a
unique mix of these forces giving them their special character.

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Thus, because every individual is unique and indivisible, what is
balancing for one person's body and temperament may cause imbalances
and disease in another. Ayurveda provides guidelines to determine your
individual constitution and for your specific pathways for creating balance.
You can begin to look at yourself through these principles by taking a se lf-
test at this website to discover your Ayurvedic constitution.

1.2 THEORETICAL BACKGROUND

Global marketing is become more and more important along the year
with the increasing trend in internationalization. Having to many choices,
markets face the challenge to determining which international markets to
enter and the appropriate marketing strategies for the countries.

People think of marketing as selling through advertising but today
marketing must be understood not in th e older sense of production-oriented
marketing but in the new sense of satisfying customer needs.

1.3 MARKET POTENTIAL:

According to Philip Kotlar – Greater marketing expenditures would
yield higher level of demand first at increasing rate, and then at a
decreasing rate. Marketing efforts above a certain level would not cause
much more demand. This upper limit of market demand called “Market
Potential”.

Market Potential mainly can be divided into two groups:
a) Total market potential
b) Area market potential

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Total Market Potential
Total market potential is the maximum amount of sales that might be
available to all the firms in an industry during a given time period under a
given of industry marketing effort and given environment conditions.
Method of calculating total marketing potential: a = NQP
Here, a = total market potential
N = No. of buyers in the specific market under the given assumptions
Q = Quality purchased by an average buyer
P = Price of an average unit

Area market potential
Area market potential refers to maximum amount of sales that might
be available in some specific area i.e. cities, states during given period and
given environmental condition method for calculating area potential.

Two methods are available for calculating area potential:
a) Market builds up method
b) Multiple factor index method
Unfortunately one or both are usually lacking
A market potential is an estimate of maximum possible sales
opportunities present in a particular market segment and to open all section
of goods or services during a stated future period.

A market potential indicates how much of particular product can be
sold to a particular market segment over some future period assuming the
application of appropriate marketing methods.

Analysis of Market Potential
Market potential can be analyzed by the following steps:

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a) Market Identification.
b) Market Motivation.
c) Analysis of Market Potential.

a. Market Identification:-
The first step in analyzing a product market potential is to identify
its market. Market identification requires finding out:
Who buys the product?
Who uses it?
Who are the prospective buyers and users?
Market identification studies reveal the characteristics that
differentiate the market segment making up the product market potential.

b. Market Motivation:-
The second step is analysis potential is to detect the reason why
customer buys the product and why potential customer might buy it.
Market motivation studies answers these questions.

Why do people buy?
Why don’t people buy?
The answers help not only in estimating market potential but assist
the sales executives to seeking in increasing the eff ectiveness of
promotional programmes.

c. Analysis of Market Potential:-
Having identified the potential buyers and their buying behavior the
step is to analyze the market potential. Generally market potential cannot
be analyzed directly. So analysis makes use of market factor. Thus using
market factor for analyzing market potential is a two step process. Select
the market factor associated with product demand. Eliminate those market
segments that do not curtain perspective buyers of the product .

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Company Sale Forecast

It is the expected level of company sale based of a chosen marketing
plan and an assured marketing environment.

EVALUATION OF MARKETING:

The history of marketing parallels the history of civilization because
it is both a course and effect of civilizing process. Men tend to build
culturally and technologically on the foundation laid by other generation
and other societies marketing contributes to this civilizing ocean by
making the goods of more sophisticated societies available to less
advanced societies, marketing is affected the progress of civilization in
that it must constantly adopt new strategies and techniques a s societies and
its problem become more compare.

Davi J Schwarts historically marketing is said to have developed as
a society moved from the stage of self sufficiency to the point where a
charge was needed. This system developed when there was division o f
labour, factory, industrialization and urbanization of the population.

MARKETING STRATEGY

Marketing strategy is built on STP – Segmentation, Targeting, and
Positioning. A company discovers different needs and groups in the
marketplace, targets those needs and groups that it can satisfy in a the
superior way, and then positions its offering so that the target market
recognizes the company’s distinctive offering and image. If a comp any
does a poor job of positioning, the market will be confused as to what to
expect. If a company does an excellent job of positioning, then it can work
out the rest of its marketing and differentiation from its positioning
strategy.

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BRAND STRATEGY DECISION

Brand strategy will vary with whether the brand is a functional
brand, an image brand, or an experiential brand. Consumers purchase a
functional brand to satisfy a functional need such as to shave, to clean
clothes, to relieve a headache. Functional b rands have the best chance to
satisfy customers if they are seen as providing superior performance or
superior economy. Functional brands rely heavily on “product” and or
“price” features.

Image brands arise with products or services that are difficult to
differentiate, or to assess quality, or convey a statement about the user.
Strategies include creating a distinctive design, associating them with
celebrity users or creating powerful advertising image.

Experimental brands involve the consumer beyond simply acquiring
the product. The consumer encounters “people” and “place” with these
brands.

Company Sales Potential

It is the rates limit approached by a company demand as company
marketing effort increases relative to the competitors.

1.4 Customer Satisfaction

Satisfaction is a process feeling of please or disappointment
resulting from comparing a product perceived performance or outcome in
relation to his or her expectation. So a customer is satisfied only if the
products perceived performance matches his expectation. If the
performance is fall short of exception the customer will be dissatisfied.
Many companies are aiming for high satisfaction because customers who

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are just satisfied still find it easy to switch when a better offer comes
along. So far customer centered companies customer satisfaction is both a
goal and a marketing tool.

How to measure the customer satisfaction?
Different companies used different tools tracking and measuring
customer satisfaction.

Tools for Tracking and Measuring Customer Satisfaction :-

 Complaint & Suggestions :

A customer center organization can make it easy for its customer to
deliver suggestions and complaints.

 Customer Satisfaction Survey :

The company can conduct periodic survey with the help of sending
questionnaire or through telephones calls to a random sample of their
recent customer and ask if they were satisfied in different, somewhat
dissatisfied or very dissatisfied with various aspect of companies
performance.

 Ghost Shopping :-

Company can hire persons to pose a potential buyer to report their
findings on strong and peak they experienced in buying the company’s and
competitor products. These ghost shoppers can even pose certain problem
to test whether the company sales perso n handle the situation well.
 Lost Customer Analysis :-

Companies should contact a customer who have stopped buying or
who have switched to other supplier to learn why this happened. With the

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help of these tools company can find out the level of consumer satisfaction
and can act accordingly.

1.5 Market Share:-

“A company’s market share is sale of a company’s as
percentage of total sale of a market” means the market captured by the
company and its brand. In order to know the potential market for a
company product it should be clear that what is the existing market share
of company’s product and how the company is performing relative to the
competitors.For this management has to track its market share and analysis
of market share should be done.

There are four measures of market share:-

a. Overall Market Share: It is a company sales expressed as a p ercentage
of total market sales. Two decisions are necessary to use this measure.
First to use unit sale or dollar sale to express market second is how to
define total market.

b. Served Market Share: The company served market share is its sales
expressed as a percentage of the total sale is it’s served market, its served
market is all buyers who are able and willing to buy the product.

Relative Market Share (to top three competitors ): The company
relative market share to its top competitor express its sales as a percentage
of the three largest competitor combined sales.

Relative Market Shares (to leading competitors ): Some company track
their share as a percentage of their leading competitors sales. A relative
market share of exactly 100% means that the company is tied for lead. A

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rise in company’s relative market share means that it is gaining on its
leading competitor.

Established in 1989 Nagarjuna Ayurveda Limited founded by
Sri.V.G.Devdas Nampoothripad marketed and services by provided in
different types of Ayurvedic products.Nagarjuna is in continual pursuit of
infinite possibilities in the development growth and prosperity.Business
system impact on the market potentiality as well as the sales potentiality as
on the market impact of the market potentiality. It does not have a wide
range or market hold not only easily available during its needs b ut it prices
are cheap which it provides to the customer.

Therefore the study of the market potential become a very
interesting and useful in the knowing the potential customers. And once the
company knows its potential customer it will be easy for them to make
their product available in the market easily.

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2. DESIGN OF THE STUDY

2.1 STATEMENT OF THE STUDY

The research study entitled comparative analysis of market
potentiality, market share and consumer’s perception for Ayurvedic
Products in Bangalore under taken by the researcher covers the following
research activity.

Study on market potentiality depends on different type of market
share. The study also gives the extent of satisfaction and dissatisfaction
among the users so that the company can take the desired step to minimize
the dissatisfaction level. Study of the various factors which plays a major
role in purchasing decision which provide the opportunity for the company
to get the information about the most common factors which influe nces the
purchase decision. The study helps to determine the average annual
expenditure of the customers and the price that is affordable for them to
purchase Ayurvedic products. In order to frame its price range accordingly,
the aim of the study is to estimate the market potentiality and consumer
perception in Bangalore and compare it with its competitive brands and
also forecast the various opportunit ies available in the market for
Ayurvedic Products. Therefore it is expected that the research findings
would give valuable results which would benefit for the company
Nagarjuna Health Care, to make vital decision and to frame their marketing
programmers more effectively and efficiently to be a premier and a market
leader in the Ayurvedic industry.

Today Ayurvedic products have become a part and parcel of our
lives. The demand for Ayurvedic products is growing day by day as people
think that it is a easy way of managing their health and keep them fit.

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Competition is very high, there are many companies in the market with
different products. To get the position in the market it is very difficult.

2.2 OBJECTIVES OF THE STUDY

Primary objectives

 To find out market potentiality of Ayurvedic products in
Bangalore.
 To know the consumer awareness level about Ayurvedic
products in Bangalore.

Secondary objectives

1. To find out the percentage of people using Ayurvedic
products.
2. To determine the awareness of Ayurvedic products among
various brands.
3. To determine the preference of Ayurvedic products among
various other brands.
4. To determine the performance of Ayurvedic products among
its competitive brands on various attributes.
5. To find out the marketing strategy of Ayurvedic products.
6. To determine the importance of various attributes of the
buyers regarding the choice of their Ayurvedic products.
7. To determine the impact of various influencing factors or
promotional activities, that will influences the customers on
the purchase of Ayurvedic products.

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2.3 SCOPE OF THE STUDY

The market potential study of Ayurvedic Products covers range
variables. This comprehensive study helps to analyze the market for
Ayurvedic products. It helps to understand the usage trends of existing
Ayurvedic products and helps to find out wants and preferences of the
buyers. Such a study forms the groundwork for future research. It will also
help the organization to formulate the sales strategy based on the finding
of the survey.

Thus the scope of study is:-

1. The scope of the study concern organizations in Bangalore.
2. The scope of the study includes finding out market potential of
Ayurvedic products.

2. 4 REVIEW OF LITERATURE

For the purpose of this study information relating to the topic was
collected from various sources. This review of literature shows us as to
from what sources data has been collected like Text books such as
Marketing Management – Philip Kotlar and so on.

2.5 OPERATIONAL DEFINITION OF THE CONCEPTS

MARKET:

A market consists of the entire potential customer sharing a
particular process by which individual and groups obtain what they need
and want through creating and enchanting products and value with others.

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MARKETING MANAGEMENT:

Marketing management is the process of analyzing planning
implementation and control of programs design to create build and
maintain beneficial in charge with target buyers for the purpose of
achieving organization objectives.

MARKET POTENTIAL:

The maximum amounts of sales that ma y be available to all the firms
tin the industry during a given period under a given level of environment
factor.

MARKET DEMAND:

Market demand for a product is the total volume that would be
bought by a designed customer groups in a geographical area is a defined
time period in a defined marketing environment under defined marketing
program.

PRIMARY DEMAND:

The level of total demand for all brands of a given period.

SELECTING DEMAND:

The demand for a given brand a product or a service.

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RESEARCH:

Research is the process of gathering recording and analyzing of
crucial and relevant fact about any problem in any branch of human
activity.

MARKET RESEARCH:

American marketing association defines marketing research as
follows:-

Marketing research is the function which links the consumer,
customer and public to the marketer through information used to identify
and define marketing opportunities and problems generate, refine, and
evaluate marketing action, monitor marketing performance and improve
understanding of marketing as a process.

AWARENESS:

Awareness relates to knowledge of the existence of various
manufactures available in the industry.

PRODUCT:

A product is anything that can be offered to a market for attention,
acquisition, use or consumption it includes physical object, services,
personalities, place, organization and ideas.
STRATEGY:

A strategy is a board, basic plan of action by which as organization
intends to reach its good.

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PROMOTION:

It is the element is an organization mar keting mix that is used to
inform and persuade market regarding the organization is product and
services.

MOTIVATION:

Motivation is a process that starts with physiological or
psychological deficiency or need that activities behavior or a drive that is
amid at a goal or incentives.

PERCEPTION:

The process by which people select, organize and interpret
information to form a meaningful picture of the world.

BELIEF:

A descriptive though that a person hold about something.

ATTITUDES:

A person consistently favorable or unfavorable evaluations feelings
and tenancies towards an object or idea.

MARKET SGEMENTATION:

It is the process of dividing the total heterogeneous market for a
product in to several. Segments each of which tends to be heterogeneous in
all significant aspects.

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INDENTER:

A group of firms that offer a product or less of products that are
close substitutes for each other. The set of all sellers of a product or
services.

CONSUMERS:

Who buy goods and services for their own use for household use or
who buy products equipment is and services in order to run their
organization.

NEEDS:

States of felt deprivation are human needs these include basic
physical needs, individual needs and social needs.

WANTS:

The form taken by human needs as they are shaped by culture and
individual personality.
CULTURE:

The sum total of learned belief values and customer that serve to
direct that consumer behavior of members of a particular society.

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2.6 RESEARCH METHODOLOGY OF THE STUDY

The term Research indicates the following meanings:

To study (something) thoroughly so as to present in a detailed,
accurate manner scholarly or scientific investigation or inquiry.
Close, careful study.

Research is nothing but one of the primary means through which the
required knowledge, data, or the truth about something like for example,
inquest, inquiry, inquisition, investigation, probe is to be made.
In simple words Research is a systematic investigation to establ ish facts.
The research procedure involves the following steps. They are;
Necessity of the Study

Tasks involved in the Study

Translating the research purpose into specific research objectives
Estimating the value of the research information

The situational analysis.

Survey of all available date pertinent to marketing.

It involves knowing the company, its products, the industry, the
market sales-practices and policies, the dealer situation, the promotional
measures and the like.
The internal investigation with consumers and knowledgeable people
(key men) in the organization informally gives a feel of the market.
The formal research plan or design and its implementation:

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This involves collecting and analyzing the data and preparing the
report.
Good market research is created by the scientific method,
methodologies, model building and cost benefit measures of value of
information. This particular research involves the collecting opinion from
the upper class women with respect to the launching of the Himalayas
complete face care kit.

THE RESEARCH DESIGN

A Research design is purely and simply the frame work of plan for a
study that guides the collection and analysis of the data. The research
Design is a conceptual structure within which the resea rch is conducted. It
constitutes the blue print for the collection, measurement and analysis of
data.

A research design can be defined “as a series of advance decisions
that taken together comprise a master plan on a model for the conduct on a
model for the conduct of investigations”.

The research design is to be formulated before starting a research.
Fundamental to the success of any formal research project is a sound
research design. Its functions are to ensure that the required data are
gathered accurately, economically and quickly.

Types of Research Design:

The Research Design may be broadly classified as:

Exploratory Research

Conclusive Research

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1. Exploratory Research: The main purpose of this research is to
formulate a problem for more precise investigation o to develop the
working hypothesis from an operational point of view.

Classification of Explanatory Research :
Literature survey
Experience survey
Case study

Conclusive Research: Conclusive Research is to assist the decision maker
in determining, evaluating, and selecting the best course of action to take
in a given situation. This research phase begins after the formulation of
research hypothesis. This research phase aims to prov e the hypothesis.

Classification of Conclusive Research :
1. Historical Research
2. Descriptive Research
3. Experimental Research

RESEARCH DESIGN OF THIS STUDY

As descriptive research is used to describe something -usually market
characteristics or functions, the study is based on the Descriptive research.
It describes the characteristics of a particular individual or of group.
Moreover, descriptive research is the minimization of bias and
maximization of ability of ability of the evidence collected.

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2.7 SAMPLING METHOD

Sampling refers to the study of a part of the universe instead of the
whole of it, to draw conclusion. It is a tool or a technique to study the
characteristics of the whole universe. The sampling procedure is adopted
for effective research as per the object.

Kinds of sampling technique:

Probability Sampling
Non-Probability Sampling

Probability Sampling: Each element of the universe have known and
equal chance or probabilities of being selected. It is also called Non -
controlled sampling. There are various types of probabilistic sampling. -
Random Sampling, Stratified Sampling, Cluster Sampling, Systematic
Sampling.

Non-Probability Sampling: Do not use chance selection procedure.
Rather, they rely on the personal judgment of the researcher. The
researcher can arbitrarily or consciously decide which elements to include
in the sample. Commonly used non-probability sampling techniques
include-Convenience Sampling, Judgmental Sampling, Quota Sampling.

THE SAMPLING DESIGN

Target Market:

Collection of opinion from the customers with respect to the release
of the pre-launched Nagarjuna Healthcare product kit.

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Sampling Technique:

The researcher proposed to carry out the survey based on Random
sampling under Probability sampling technique.

Sampling Criteria:

Proposed sampling criteria are:

Representation of different areas of Bangalore.

Sample size:

Determining the sample size is complex and involves several
considerations. In any marketing research object time and budget are
limited. In this study, the researcher has done a sample size is 100
numbers.

2.8 DATA COLLECTION TOOL

SOURCES OF DATA:

Collection of facts (raw facts) is known as data. There are two types
of data:

 Primary data
 Secondary data

Primary Data: Data originated by the researcher for the specific purpose
of addressing the research problem is known as primary data. These are not
readily available. This research work is done mainly on the basis of
primary data.

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Secondary Data: Data collected for some purpose other than the problem
at hand is known as secondary data. In this research work, secondary data
is also used.

DATA COLLECTION INSTRUMENT:

Questionnaire is the main instrument in this research to collect the
data. It is a form list of questions related to the problem of the research, to
be answer in the survey.

Both primary and secondary data have been used for this study.

The primary data have been collect on the basis of questionnaire. It
has been administrated by personal interview.

Secondary data and information have also been collected from the
organization.

FIELD WORK:-

This involves the actual field work for collecting the data like going
and meeting the respondents, asking questions and visiting the company to
get secondary data.

DATA PROCESSING AND ANALYSING PLAN:

Data analysis

Before we analyze the data we have to consider the character and
message of the products.. These consumers are charged with motivation not
to use any chemical product but to buy only herbal biotic products.
Consumers with such total commitment to environmental friendly and

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nature-care products are not very common to expect. Such a commitment is
built in during the impressionistic age with very strong value education.
One of the way to convert non-committal consumers to totally committed
consumers calls for intensive and educative advertisement campaign.
Keeping that product line qualitative marketing segment, we have to
analyze the data. The data collected from the three age -group segments of
middle and high income consumers could be an indicator only. The total
exercise of population taken in the research data comprises 100 persons.
Each of them was asked prearranged questions with close -ended response
in most of the questions leaving one or two open -ended questions. The
investigator collected the data from customers and dwelling houses in
Vivekenagar, Madiwala, jayanagar,Ejipura and Jpnagar. The collection was
mostly at random but within the stratified income group. It is for obvious
reasons that I had to choose the area. One might argue that high society
people generally do not live in the area chosen. The area has more middle
class population. This type of argument is meaningless because the entire
country’s market application cannot be viewed from a generalized formula
out of such small data. Nevertheless, the data having very strong bias to
middle or averaging class the result wou ld have a good model-application
for generalization applicable to all India tendencies. Let us put below in
table I the composition of data and data classification:

Method by which Primary data was obtained:

1. Answer to each questionnaire was a study to get data.
2. Questionnaire indicates the number of respondents taken to collect
the data.
3. Percentage was derived to find out what percentage of people have
respondent with regard to each question.
4. The data was then processed and converted into tabulation and
graphs.
5. After that, analysis was done for the data received.

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6. Analysis ultimately provides for the conclusion with
recommendations.

2.9 OVERVEIW OF THE REPORT

CHAPTER -1:

General Introduction of the study & Theoretical Background of the
study:
This chapter consists of a brief introduction of the topic as well as
the importance of the topic in the present day’s scenario. It also contains a
short theoretical background to the topic as the related issues that are
involved to the main theme of the study.

CHAPTER -2:

DESIGN OF THE STUDY:

The chapter explains object for which the study is undertaken, its
importance in the present scenario, the area of applicability (which
explains the main target for the study), the identification of the problem in
the study, different sources from which the data is collected, the research
methodology adopted to complete the research work along with the list of
bibliography used for the study. Bibliography includes both primary
resources as well as the secondary resource s (literature review by eminent
authors, collection of information from the different websites along with
the Nagarjuna Healthcare, various business publications, and above all the
response of the upper-class housewife).

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CHAPTER -3:

PROFILE OF THE ORGANISATION:

The chapter explains the profile of the organization, growth,
development, features of the organization as well as the different kind of
research activities undertaken by the organization in meeting the needs of
customers.

CHAPTER -4

ANALYSIS

The chapter is reserved to analyze the data so collected by
classifying in accordance to the similarities of the opinion or in accordance
to the difference in the opinion. A comparative analysis of the difference of
opinion so collected vise versa that o f the products of other company is
made. Wherever appropriate the opinion of the customers indicating their
tendency towards the choice of their product of different brands or
companies is graphically represented.

CHAPTER-5

CONCLUSIONS AND RECOMMENDATIONS

This chapter is the conclusion on the overall inferences drawn
through the whole of the study. It is in this chapter the ultimate object of
the study is drawn out and based on the final conclusions appropriate
recommendations are suggested to the organization which provides the
organization a feedback before launching the complete health care products
kit into the market.

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ANNEXURE:

Questionnaire: The technique used by the researcher to collect the data.
Bibliography: List of references (resources for the research) in
chronological order.

2.10 LIMITATIONS OF THE STUDY

 Some of the respondents are not even willing to give an interview, while some
others refused in answering all questions.

 As the respondents were scattered all around the district, difficulty was
experienced in getting an appointment and the time factor involved are very
high.

 The respondent’s bias in providing information’s constituted as another major
limiting factor.

 As such the researcher was compelled to reduce the size of the research
canvas.
However all possible remedial measures have been taken so as to overcome the
practical difficulty as far as

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COMPANY PROFILE

3.1 PROFILE OF THE ORGANISATION

Nagarjuna is a paradigm shift among Ayurvedic companies in that
Nagarjuna was the first corporate House in the Ayurvedic sector in Kerala
as a against the family owned Ayurvedic organizations .Beginning
commercial production in 1989, Nagarjuna has today n otched up a
preeminent position among frontline Ayurvedic companies, marketing a
board spectrum of Ayurvedic medicines and has achieved commendable
sales with national and international presence.

THE ENTRPRENEUR

Nagarjuna was established in the year 1989 by Sri.V.G.Devadas
Nampoothirippad with a few expert in the in the field of ayurveda in the
board of management.

THE FIRST

1. The first to create synergy between Ayurveda and Ashtavaidia schools
of through in Ayurveda.
2. The first to take the franchise model of business to service health
needs, on wide scale, particularly to the rural area.
3. The first to provide consistent focus on R&D actives in Ayurveda
sector and established a full-fledged facility for the same.
4. The first to create widespread awareness of medicinal plants among
people and to make its cultivation a popular as well as income
generating programme.
5. The first to use modern promotional method s such as TV advertising
on a large scale to propagate Ayurveda.

AMC 28


BACKGROUND

Mr Devadas nampoothiripad was the founder of the nagarjuna Pvt.
Ltd with a clear vision to bring Ayurveda to society in a contemporary
form and to unravel the mystery behind the 5,000 year old system of
medicine. This included referring to ancient ayurvedic texts, selecting
indigenous herbs and subjecting the formulations to modern
pharmacological, toxicological and safety task to create new drugs an d
therapies.

Since its inception, the company has focused on developing safe,
natural and innovations remedies that will help people lead richer,
healthier lives. Today, nagarjuna products have been endorsed by more
than 200,000 doctors around the globe and consumers in over 60 countries
rely on Ayurvedic products for their health and personal care needs. After
75 years, nagarjuna has spread its wing to several parts of the globe. With
offices in Bangalore, tumkur, udupi, Chennai, Kurnool, goa.Nagarjuna
Healthcare has increased its visibility in several important marketing
globally.

Nature of business carried

The company is mainly dealing with ayurvedic products and services.
Manufacturing of ayurvedic products and development of new medicines
and treatment methods which are suitable and without any side effect to the
customers.

AMC 29


3.2 Vision, Mission and Quality policy:

Vision
1. To be the best solution provider in the health care through
Ayurveda.
2. Take actions that strengthen the company and inspire the best in
other (by setting an example in relationships, integrity, honesty,
humility and hard work).
Mission
1. To satisfy each customer’s health needs through well researched,
effective and self remedies harnessed from nature’s wealth,
2. To maintain international quality standards, and
3. To maintain customer-friendly prices and proudly participating in
securing India’s rightful place in the global economy.
4. Create a new niche in healthcare fraternity.
5. Provide integrated comprehensive clinical s ervices across the entire
nation under one roof.
Quality policy
1. Focusing on process and customer.
2. Developing and empowering people.
3. Encouraging creativity, innovation and team work.
4. Using effective information technology.

General production:

The healthcare sector has been growing at a frenetic pace in the past
few years. The Corporate healthcare Industry is expanding its wings in
diverse areas inclusive of clinical services, paramedical outsourcing,
Healthcare IT, Pharmaceutical & Biotechnology ar eas , medical research,
clinical outsourcing , rehabilitation . The concept of corporate healthcare
has added new dimensions to the entire basket of the services.

AMC 30


Nagarjuna Healthcare brings a gamut of these services in a
comprehensive & holistic manner to the society. It envisages a platform
sufficing all the needs of healthcare arena from technology, clinical
services, Pharmaceutical, rehabilitation to outsourcing making it in true
sense the global healthcare hub.

Nagarjuna Healthcare produces quality p olyherbal formulations. To
monitor quality, many endangered herbs are grown by the company on its
farmland. The principles of Good Manufacturing Practices (GMP) are
rigorously followed in the plant and the company prides itself being
environment friendly. As part of the environment control system, it has
installed a modern effluent treatment plant long before regulations
mandated it A high stress on quality, several quality circles and special
projects teams working on Total Quality Management (TQM) project s
make quality a way of life.

3.3 PRODUCT PROFILE
Nagarjuna has 427 traditional medicines and 27 patent medicines
A. TRADITIONAL MEDICINES

The important traditional medicines of Nagarjuna are:

1. Arishtams

2. Oils

3. Kuzhambus

4. Ghurutham

5. Lehyams

6. Tablets

7. Avarthis

8. Kashayams

AMC 31


9. Choornams

Arishtams

These are fermented types of medicines prepared adding honey ,
Jiggery , sugar and the powder of some medicines including spices .These
preparations will have an alcohol content of 6 -10% , which is generated
due to the fermentation process .Self –fermented preparations using
Kashayams are called Arishtams and using boiled and cooled water or
juice of herbs is called Asavams.

1. Oils
These are medicated oils. Decoction juice, milk etc, is added to oils
like sesame oil, coconut oil or and is heated with powdered raw drug, until
the water content evaporate completely. In this process, the medicinal
extracts of the raw drugs make the oils medicated.

2. Kuzhambu
These are only for external application, unique to Kerala. A mixture of
sesame oil, ghee and castor oil substitutes oil base of medicines for
external application.

3. Ghurutham
Ghuruthams are medicated preparations of ghee. Ghee is medicated
by adding decoction, power, juice etc are processing until the ghee
becomes medicated add water freely.

5. Lehyams
Lehyams are semi- solid preparation of drug, prepared with the
addition of jiggery or sugar candy and boiled with the prescribed liquid
and fine power of drugs, until the correct constituency is obtained.

6. Tablets

AMC 32


The process for these includes extraction of herbs with various
solvents and concentration of decoctions, mixing and granulation.

7. Aavarthies
Aavarthies come under the category of medical oil. Here the selected
quantity of oil being medicated by adding medicines repeatedly. The
process of medication is repeated to 7, 14, 41, to1 01 times. This enhances
the potency of oil.

8. Kashayams
Disintegrated drugs are concentrated and extracted into water. The
drugs are boiled in water and are concentrated.

9. Choornams
Choornams are preparation made from into power from using heavy
pulverized

OVER THE COUNTER PRODUCTS (OTC)

Name Packing
Ayurvedic tooth powder 50 g
Chyavanaprasam 250, 500 g 1 kg
Dandruff hair oil 100 ml
Digest drops 25 ml
Kerapookuladi Lahyams 400 g
Kids oil 100 ml
Nagarjuna agmark honey 50,100,200,500 g
Nagarjuna ayurvedic soap 15,75 g
Nagarjuna snana choornam 50 g
Nagarjuna thali podi 50 g

AMC 33


B. PATENTS-PROPERIETARY MEDICINES

The important patents –proprietary medicines of Nagarjuna are
1. CARDOSTAB TABLET

Effective in hypertension due to any cause .
2. GASON

It is a strong anti-flatulent drug.
3. HAEMATONE

Ideal medicine for splenetic and hepatic disorder .
4. HALIN

Effective in common cold, nasal congestion and sinusitis .
5. NAGARJUNA ELADASAMOOLA LEHYAM

For all kinds of cough, sore throat and dyspnoea .
6. NATURAL TABLETS

For gas troubles in-digestion etc.
7. RHEUMATIC BALM

External application in rheumatic etc.
8. SMRITHY GRANULES

It improves the normal brain functions. Excellent in i mproving
memory, grasping power intelligence thinking power especially in
children.
9. THALIS PATHRATHI TABLETS

Effective for cough, distaste, spruce and sore throat .
10. NAGARJUNA HONEY

Honey packed in small bottles for use in homes and with food .

AMC 34


Area of operation

The company has not limited its operations to the Boundaries of
Kerala alone, but has extended to 17 states outside Kerala. The main
areas of operations are Karnataka, Andhra Pradesh, Goa, Delhi,
Maharashtra, Gujarat, U.P, M.P, Rajasthan, Orissa, and Uttaranchal. Nearly
150 franchises with services of Doctors and quality medicines are already
operating in outside Kerala. Russia, Sri Lanka, U V, Bahrain etc. are some
new market, which they have opened last year. They have already started a
treatment centre in West Indies. Nagarjuna presences in exports now
extend to Asian, South American and Middle East markets, operations have
ready been started to countries such as Canada, Kuwait and other Gulf
Countries, Singapore etc...
Unlike the other market, these markets are steady market where the
company gets consistent businesses.

Key personnel

Managing director V.G. Devdas Namboodiripad
Directors P.S.Vijayakumar
P.P.Namboodiri
Leena Devdas
V.G.Jathaveedan

Bankers State Bank of Travancore

AMC 35


Competitor information

The major competitors of Nagarjuna Ayurvedic group are the following
companies:-
i. Kottakkal aryavaidysala

ii. Ashtavaidyan Thaikkattu mooss Vaidyarnum Oushadhasala

iii. Pankaja Kasthuri herbal India limited

iv. Dhanwanthari vaidyasala

v. SD Pharmacy

vi. Oushadi

Among them the most popular or more competing companies are kottakkal
aryavaidyasala and oushadi oushadasala. A comparison between Nagarjuna
and these companies performance are as follows.

PARTICULARS NHCL KOTTAKKAL OUSHADI

MARKET SHARE 36% 28% 18%

NO.OF 480 505 340
PRODUCTS

LABOUR FORCE 500 510 400

CUSTOMER 71% 69% 58%
SATISFACTION

AMC 36


3.4 ORGANISATION CHART

MD

Finance Marketing
HR Dept R & D Dept
Dept Dept

Hr Sales
Accountants Researchers
Executives Executives

3.5FUNCTIONAL DEPARTMENT OF THE ORGANISATION

FINANCE DEPARTMENT:

Chief financial officer is the head here. Under him is finance
manager, finance & systems manager and manager of IT.

PHARMACEUTICAL DEPARTMENT:

The head of this department is Business head. Under him are
Sr.Manager Training, Manager of Marketing Service, Group Product
Manager and Manager of Distribution.

AMC 37


PERSONAL CARE DEPARTMENT:

The head of this department is Business head of Personal Care.
Under him is National Sales Manager and Marketing Manager.

CONSUMER HEALTH DIVISION:

Business head of Consumer Division is the head of this department.
Under him is Advertising Manager.

ANIMAL HEALTH DEPARTMENT:

The head of this department is Business head of Animal Health
Division. Under him is Business Manager and Product Manager.

INTERNATIONAL MARKETING:

International Marketing Manager is the head here.

CORPORATION COMMUNICATION:

Corporate Communication Manager is the head there.

HUMAN RESOURCE DEPARTMENT:

Human Resource Head is the chief here. Under him is HR Senior
Manager, Senior Manger Administration and Legal Manger.

AMC 38


MANUFACTURE DEPARTMENT:

The head of this department is Head Manufacturer. Under him are
Senior Manager Materials, Senior Manager Engineering S ervice, Senior
Manager Production and Senior Manger Planning.

QUALITY DEPARTMENT:

The head of this department is Head Quality Assurance. Under him
is Quality Assurance Manager.

AMC 39


DATA INTERPRETATION AND INTERPRETATION

TABLE 1:

TABLE SHOWING THE AWARENESS OF AYURVEDIC PRODUCTS.

Attributes No of respondents Percentage
YES 100 100
NO 0 0
Total 100 100

Interpretation:
It is observed that in Bangalore City 100% of the respondents are aware of
the Ayurvedic Products.

Inference :
The most of the respondents are aware about ayurvedic products.

AMC 40


GRAPH NO 1

GRAPH SHOWING NUMBER OF RESPONDENTS AWARE ABOUT
AYURVEDUIC PRODUCTS

120

100
Percentage

80 100

60

40

20
0
0
Yes No

AMC 41


TABLE 2:

TABLE SHOWING NUMBER OF RESPONDENTS USING
AYURVEDUIC PRODUCTS

Attributes No of respondents Percentage (%)
YES 78 78
NO 19 19
DON’T KNOW 3 3
Total 100 100

Interpretation:
It is observed that in Bangalore City 78% of the Respondents are using
Ayurvedic Products.

Inference:
From the table it is noted that out of 100 Respondents, 78 of the respondents are using
ayurvedic products, 19 of the respondents are not using ayurvedic products and 3
respondents don’t know about this products

AMC 42


GRAPH NO 2

GRAPH SHOWING NUMBER OF RESPONDENTS USING
AYURVEDUIC PRODUCTS

90
80 78

70
Percentage

60
50
40
30
19
20
10 3
0
Yes No Don’t Know

AMC 43


TABLE 3:

TABLE SHOWING VARIOUS KINDS OF AYURVEDIC PRODUCTS
USING BY THE RESPONDENTS

Attributes Score Rank
Medicines 34 1
Cosmetics 26 2
Herbal 19 3
Ayurvedic Oil 16 4
Aristam 5 5

.
Interpretation:
It is observed that in Bangalore City, first importance has given to the
Medicines, second importance has been given to the Cosmetics, third
importance given to the Herbal, fourth importance has given to Ayurvedic
Oil and last importance is given to the Aristam product.
Inference:
From the table it is noted that out of 100 Respondents, 34 respondents are
choosen Medicine, 26 respondents have choosen Cosmetics, 19 respondents
has choosen Herbal, 16 respondents are using Ayurvedic oils and 5
respondents are using Aristam Products.

AMC 44


GRAPH NO 3

GRAPH SHOWING VARIOUS KINDS OF AYURVEDIC PRODUCTS
USING BY
THE RESPONDENTS

5

4
Rank

3

2

1

AMC 45


TABLE NO 4:

TABLE SHOWING DURATION OF USING AYURVEDIC
PRODUCTS

1 - 2 Years 30 38
2 - 5 Years 21 27
5 - 10 Years 15 20
More than 10 Years 12 15
Total 78 100

Interpretation:
We can see from the survey that from the past there is an increase in
the respondents for using Ayurvedic products.

Inference : It is observed that out of 78 respondents, 30 respondents using
Ayurvedic products for 1 to 2 years, 21 of them are using for 2 to 5 years,
15 of them are using for 5 to 10 years and 12 of them are using for more
than 10 years.

AMC 46


GRAPH NO 4

GRAPH SHOWING DURATION OF USING AYURVEDIC PRODUCTS

38
Percentage

27

20

15

1 to 2 Years 2 to 5 Years 5 to 10 Years More than 10 year

AMC 47


TABLE NO 5:

TABLE SHOWING AYURVEDIC PRODUCTS OFTEN USED BY THE
RESPONDENTS

Regular 16 21
Some time 44 56
Rarely 18 23
Total 78 100

Interpretation:
It is observed that in Bangalore City, 21% of the respondents are
using these products regularly, 56% of the respondents are using these
products sometimes and 23% percentage of the respondents are using these
products rarely.

Inference:
From the table it is noted that out of 78 respondents, 16 Respondents
are using these products regularly, 44 of the respondents sometimes using
these products and 18 of the respondents are using these products rarely.

AMC 48


GRAPH NO 5

GRAPH SHOWING AYURVEDIC PRODUCTS OFTEN USED BY THE
RESPONDENTS

56
Percentage

23
21

Some time Rarely Regular

AMC 49


TABLE NO 6:

TABLE SHOWING REASONS FOR USING AYURVEDIC PRODUCTS

No side effects 420 1
Belief 357 2
Availability 282 3
Other reasons 190 4
Cost effective 181 5
Taste 131 6

Interpretation:
It is observed that in Bangalore City, more importance of using these
products because of no side effects and belief.
Inference:
It is observed from the table that, 1st rank given to the No side
effects, 2nd rank given to the Belief, 3rd r ank given to the Availability in
the market, 4th rank given to the others, 5th rank given to the cost
effective 6th rank given to the Taste.

AMC 50


GRAPH NO 6

GRAPH SHOWING REASONS FOR USING AYURVEDIC PRODUCTS

7
6
6
5
5
4
4
3
3
Rank

2
2
1
1
0

AMC 51


TABLE 7:

TABLE SHOWING GETTING INFORMATION ABOUT AYURVEDIC
PRODUCTS

Attributes Percentage Rank
TV 32 1
Magazine 24 2
Doctor 20 3
Internet 13 4
Friends / Relatives 7 5
Others 4 6

Interpretation
We can see from the survey that TV, Magazines and Doctors are the
main Media for getting information about Ayurvedic Products.

Inference:
It is observed that 1st rank given to the TV, 2nd rank given to the
Magazines and, 3rd rank given to the Doctor, 4th rank given to the
Internet, 5th rank given to the Friends and Relatives and 6th rank given to
the Others.

AMC 52


GRAPH 7

GRAPH SHOWING GETTING INFORMATION ABOUT AYURVEDIC
PRODUCTS

6

5
Rank

4

3

2

1
Magazine

Internet

Others
TV

Relatives
Doctor

Friends /

AMC 53


TABLE NO 8:

TABLE SHOWING REFERING FACTORS TO PURCHASE
AYURVEDIC PRODUCTS

Friends / Relatives 52 1
Doctor 46 2
Culture & Traditions 33 3
Self Belief 12 4

Interpretation
We can see from the survey that Friends/Relatives and doctor are the
main Buying factor of Ayurvedic products

Inference:
It is observed that, 1st rank has given to the Friends/Relatives, 2nd
rank to doctor, 3rd rank given to Culture and Tradition and 4th rank to the
self relief which influences respondents to purchase Ayurvedic products.

AMC 54


GRAPH 8

GRAPH SHOWING REFERING FACTORS TO PURCHASE
AYURVEDIC PRODUCTS

4.5
4
4
3.5
3
3
Rank

2.5
2
2
1.5
1
1
0.5
0
Friends / doctor Culture & self belief
Relatives Traditions

AMC 55


TABLE NO 9:

TABLE SHOWING SIGNIFICANT REASON FOR BUYING
AYURVEDIC MEDICINAL PRODUCTS

Side Effect Factor 66 1
Belief Factor 54 2
Relief Factor 52 3
Cost & saving factor 21 4

Interpretation
It is observed that No side effect and Belief is a main significant
factor for the respondents to buy the Ayurvedic medicinal products.

Inference:
We can see from the above table that, 1st rank has given to the No
Side effect factor, 2nd rank to the Belief fact or, 3rd rank to the Relief
factor and 4th rank to the cost & saving factor which has significant reason
for buying Ayurvedic medicinal products.

AMC 56


GRAPH NO 9

GRAPH SHOWING SIGNIFICANT REASON FOR BUYING
AYURVEDIC MEDICINAL PRODUCTS

4

3
Rank

2

1

AMC 57


TABLE 10:

TABLE SHOWING WHETHER THE PERFORMANCE OF AYURVEDIC
PRODUCTS

Highly satisfied 11 14
Satisfied 36 46
Neither satisfied nor 25 32
satisfied
Not satisfied 6 8
Total 78 100

Interpretation:
So, it can be concluded that the most of the respondents are satisfied with ayurvedic
products.

Inference:
From the above table shows that the most of the respondents that is 36 respondents
are satisfied with ayurvedic products, 11 respondents are highly satisfied with the
ayurvedic products, 25 respondents are neither satisfied nor satisfied with the
ayurvedic products and 6 respondents are not satisfied with the ayurvedic products.

AMC 58


GRAPH NO 10

GRAPH SHOWING WHETHER THE PERFORMANCE OF AYURVEDIC
PRODUCTS

50
45
40
35
Percentage

30
25
20
15
10
5
0
Highly satisfied Neither Not
satisfied satisfied satisfied
nor
satisfied

AMC 59


TABLE NO 11:

TABLE SHOWING MAJOR FACTORS CONTRIBUTE TO BE A
SUCCESSFUL AYURVEDIC COMPANY

Quality 437 1
No side effects 374 2
Brand Image 302 3
Cost effectiveness 210 4
Easy availability 167 5
Other reasons 73 6

.

Interpretation:
We can see from the survey that a Success of Ayurvedic company
based on Quality, Brand image and No side effects which is a main
attributes for selecting Ayurvedic products by the respondents.
Inference:
It is observed that 1st Rank has given to the quality, 2nd rank to the
No Side Effect, 3rd rank to Brand Image, 4th rank to the Cost
Effectiveness, 5th rank to Easy Availability ad 6th rank to the other reasons
which is the major factors contribute to be a successful Ayurvedic company

AMC 60


GRAPH 11

GRAPH SHOWING MAJOR FACTORS CONTRIBUTE TO BE A
SUCCESSFUL AYURVEDIC COMPANY

6
5
4
Rank

3
2
1
Quality

effectiveness

Easy Availability
No side effects

Brand Image

Other reasons
Cost

AMC 61


TABLE NO 12:

TABLE SHOWING RESPONDENTS OPINION ON AVAILABILITY OF
AYURVEDIC PRODUCTS

Excellent 2 3
Good 17 22
Satisfactory 28 36
To be improved 22 28
Poor 9 11
Total 78 100

Interpretation:
From the table out of 100 respondents, 3% of them suggested
Excellent, 22% have them suggested Good, 36 % of them suggested
Satisfactory, 28% of them suggested to be improved and 11% of them
suggested Poor with regards to the availability of Ayurvedic products.

Inference:
It is observed that out of 78 respondents, 2 of the respondents have
suggested Excellent, 17 of them have suggested Good, 28 of them
suggested Satisfactory, 22 of the respondents have suggested to be
improved and only 9 of them have suggested Poor.

AMC 62


GRAPH NO 12

GRAPH SHOWING RESPONDENTS OPINION ON AVAILABILITY
OF AYURVEDIC PRODUCTS

36

28
Percentage

22

11

3

AMC 63


TABLE NO 13:

TABLE SHOWING RESPONDENTS OPINION ABOUT THE
QUALITY AND RELIEF OBTAINED BY USING AYURVEDIC
PRODUCTS

Excellent 10 13
Good 28 36
Satisfactory 36 46
Poor 4 5
Total 78 100

Interpretation
We can see from the survey that Ayurvedic products used by the
respondents have suggested Quality and Relief is an effective tool.
Inference:
It is observed that out of 78 respondents, 10 of the respondents have
suggested Excellent, 28 of them have suggested Good, 36 of them
suggested Satisfactory and only 4 of them have suggested Poor.

AMC 64


GRAPH NO 13

GRAPH SHOWING RESPONDENTS OPINION ABOUT THE
QUALITY AND RELIEF OBTAINED BY USING AYURVEDIC
PRODUCTS

46

36
Percentage

13

5

Excellent Good Satisfactory Poor

AMC 65


FINDINGS

 It’s found out that 100% of the respondents in Bangalore are
aware of Ayurvedic products, where only 78% of them are using
Ayurvedic products.
 Respondents are using various kinds of Ayurvedic products where
they have given more importance to the Medicines, Cosmetics
and Herbal and least importance given to the Ayurvedic oil and
Aristam.
 Reasons of using Ayurvedic products by the respondents are
mainly because of No side effects and Belief.
 Respondents are getting information regarding Ayurvedic
products is mainly through TV, Magazine, Doctor and Internet
 It is observed that from the past usage of the Ayurvedic products
by the respondents in bangalore is quietly increasing.
 It is found out a success of Ayurvedic Company is based on
mainly few factors i.e. Quality of the product, no side effects,
and brand image.
 It is found out that most of the respondents feel good with
regards to the quality and relief of Ayurvedic products after
using.
 Some of the Respondents don’t like Taste of Ayurvedic medicine,
that’s why sometimes it hesitate them to purchase.
 Respondents don’t necessarily seem t hat the entire family should
use only Ayurvedic Products.
 Respondents in Bangalore feel that Quality, No Side Effects and
Relief are an effective tool of Ayurvedic products.
 Respondents are purchasing Ayurvedic products mainly because
of No chemicals and No Side Effects.

AMC 66


SUGGESTIONS

 Past usage of Ayurvedic products are neglected. Consumers are
not much aware about the Ayurvedic products which have come
out in the market especially with regards to the Ayurvedic
Medicines which keeps them healthy. To make consumers aware
about the Ayurvedic products transfer of information is very
much necessary. There are few methods were the information can
transfer to the consumers which can be done through
Advertisement either through audio or visual or both, Magazines.
 Whenever the product is to be launched in the market, prior to
launching it is quite necessary to collect consumers’ opinion
directly by the company.
 Distribution counters of the Ayurvedic Company are an importa nt
measure to capture in the market which keeps the reputation of
the company and there will be sense of choice by the consumers.
 Consumers are one of the primary tasks to be carried on by the
company for its marketing development which helps in brand
identification, benefits in using the products, cost of the products
etc.
 There should be improvement in the Taste of Ayurvedic medicine,
if there is good taste in the medicine, were consumer feels to
purchase the products
 If there is more availability of Ayurvedic products in the market,
automatically consumers come to know about the Ayurvedic
products.
 Consumers mainly purchase those Ayurvedic products which have
brand image in the market and even quality, so for that company
needs to come out with the advertisements in the market, were
there will be sense of choice by the consumers.

AMC 67


AMC 68


CONCLUSION

Nagarjuna Healthcare product is a major force in health care,
growing at a spectacular rate - with new clinics, new market strategies,
new products, and new cures.Nagarjuna Healthcare product’s main motto t o
maintain international quality standards, customer-friendly prices and
proudly participating in securing India’s rightful place in the global
economy. Consumer demand regarding Ayurvedic products should be based
on their needs. More research is needed prior to the launching of the
products. Market share of Ayurvedic products depends on market strategy
and market potentiality in the market. Thus, Ayurveda is a holistic science
of wellness based on creating harmony between two fundamental
complementary forces, movement, observed in respiration, circulation,
digestion, elimination and in the nervous system, and stability which
provides the structure to support movement. Ayurved a works through
keeping these forces in balance, which creates harmony with this natural
rhythm found in all life. Harmony reflects itself in wellness just as all
disease grows from an imbalance. Developing new applications,
methodologies & innovative techniques to integrate data, information &
knowledge to fuel the evolution of Healthcare Informatics industry

AMC 69

Ayurvedic Market Potential

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