Teaching Note: From herbs to hazards: Patanjali’s leap into insurance Available to Purchase

Jayanta Kumar Mohapatra is an Associate Professor, School of Business, Woxsen University Kamkole, India. His research interests are in the areas of strategic management, industry and competition and entrepreneurial marketing.

Dr Revanth Kumar Guttena is an Associate Professor of Marketing in the School of Business, Woxsen University, India. His research interests are co-creation, consumer behavior, services marketing, social media, complexity theory and storytelling. He has published several papers in reputed international journals such as the Journal of Product and Brand Management, International Journal of Bank Marketing.

Dr Kiran Menghani is an Assistant Professor, School of Business, Woxsen University, Kamkole, India. Her research interests are in the areas of marketing, psychology and general management.