author(s)
AS Ukalkar, SV Warade, PR Kadu and NV Shende

abstract
This study examines consumer perception of Patanjali Ayurvedic products in Akola district, with a focus on demographic factors and product-related attributes. Data was collected from 60 consumers using structured interviews. Findings show that the majority of users are young, educated, middle-income individuals from nuclear families. Personal care and hygiene products such as Aloe Vera Gel, handwash, and toothpaste were the most preferred, reflecting a shift toward natural and Ayurvedic alternatives. Word-of-mouth and television emerged as the leading sources of product awareness, though digital platforms are becoming more popular. Consumers reported high satisfaction with product effectiveness, quality, and affordability. While many expressed strong brand loyalties and a willingness to recommend Patanjali, some concerns were noted regarding the price and availability of certain products. This study concludes that Patanjali enjoys a positive consumer image in the region. By improving packaging, pricing, and distribution can further strengthen consumer satisfaction and brand reach.