Bad design, my goodness!

Itu Chaudhuri  June 18, 2016 Last Updated at 00:23 IST

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In the beginning was Ayurveda. Then came Baba Ramdev, and all things were made by him. And begat he a shampoo-to-noodles empire, and all around him were vanquished. Patanjali Ayurveda (Rs 4,000+ crore) is FMCG's most salient brand, and the most analysed. A spectrum of theories tracks its rocket-like rise - a branded-house architecture, its distribution model, low cost structure, its promoter's charisma. But most intriguing is the explanation that one of the boosters of the Patanjali rocket is: bad design. Patanjali's packaging, advertising imagery and point-of-sale presence ...

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Bad design, my goodness!