Patanjali range of products were very welcome to the Indian consumers as these were available at reasonable price and were made in India.
However, in the quest for rapid scaling up, scant attention were paid for quality of the products- so many of these didnt meet the consumer’s expectations.
Indian consumer are value conscious - hence if something is of bad quality but available at low price, then it will be rejected.
Specially in personal care and hope care products, the products have to deliver the functionality as table stake.
Natural is fine but if the shampoo leads to hairfall then it will be rejected.
Thats exactly is the mistake Patanjali made. Patanjali still has strong brand equity and still they can make their products better which can make these start doing well.