The case study aims to examine the ethical and leadership challenges faced by Patanjali as it navigates public health claims, marketing practices and regulatory scrutiny. It allows students to analyse the responsibilities of business leaders when personal credibility influences consumer trust, especially in sectors impacting public welfare. The case study encourages application of ethical frameworks, stakeholder analysis and decision-making models to assess how firms balance commercial interests with societal obligations. Students explore how ethical lapses, misleading claims and legal consequences affect brand reputation, consumer protection and leadership accountability in highly competitive markets.
The case is based on secondary research from business magazine articles, news reports, videos, academic journals and market reports.
Patanjali disrupted the FMCG market with its understanding of the market opportunity and how personal influence can become a means to manage competition and their reason for low pricing to capture market share. Was the Supreme Court’s judgement hearing to Indian Medical Association’s (IMAs) allegation on Patanjali adequate to prevent repeat offence. Asokan fought Patanjali in his role as IMA President and had to pay from his personal funds when he violated a code of conduct expectation. Was he going to continue with his crusade, or should he give up is a moral dilemma that needs to be investigated. Any expectation from Patanjali and IMA must be based on the understanding of the desire of its leaders.
The case study is based only on secondary research from business magazine articles, news reports, videos, academic journals and market reports. The exhaustive research covered major news coverage and video footage of the issues highlighted in the case. The absence of primary interaction of the case writer with the various stakeholders in the case is its major limitation. However, much has been covered in news reports and these statements are introduced as said by them in interviews.
Students will be able to discuss and debate the question of ethics and business growth and the need for compliance with consumer protection laws. Students and industry practitioners can derive lessons on moral dilemma, prudence, responsible influence marketing, action and character, court trial and justice. The case may be used to discuss the question of culture and context in dealing with ethical issues around a business.
Patanjali’s public apology for promoting misleading advertisements and the reverse stand during the press conference was a major concern in following law on consumer rights. There is a need to examine the role of influential leaders in the ethical business practices. When businesses like Patanjali positioned itself as natural and ayurvedic in composition, they were not always evidence-based in their approach and claim. Such businesses flourish despite law and whether Patanjali will continue to grow is to be seen. Finally, it questions the court trial against R V Asokan and whether justice was served when the case was closed on 13 August 2024.
To the best of author’ knowledge, this case is completely original in compilation. No AI tool was used for research writing and compilation. However, to improve language and correct errors in syntax and punctuation, ChatGPT was used. The references of all public sources have been meticulously captured and are taken entirely from the public domain. The work is done by one author, and no other party was engaged in its creation. The case was not funded, and the author needs no permission to publish the line and logic of its construction. The material was designed for teaching business ethics to students in management colleges at graduate and postgraduate levels and should be evaluated from that perspective.
