Shagun Chib, Vinita Sahay and H.G Mishra
Baba Ramdev plays a major role in promoting Ayurveda and changing the consumption pattern of the people in India. Patanjali Ayurved Limited has raised his head and is providing stiff competition to other players in the market. This study uses Gioia methodology which is an inductive research approach for developing wider themes for discussion. A conceptual model has also been proposed showing loyalty among customers for Patanjali Ayurved products. The paper has initiated repeated interaction and consumption in the context of Patanjali products and how various factors play a positive or negative role in creating customer loyalty towards these products.