Patanjali Ayurveda is in news because it has become one of the fastest growing FMCG Company in India. Even the old & established Ayurvedic companies like Dabur, Himalaya have taken a blow in some product category like honey & cosmetics. A company that started as a small pharmacy in 1997, has expanded its reach from 200 outlets in 2014 to 5,000 franchise stores at present and launched more than two dozen mainstream FMCG products. The objective of this case study is to throw light on how Patanjali Ayurveda began its journey as a market niche & later on captured the mass market. This study focuses on the important aspects of marketing strategy like segmentation, targeting & positioning adopted by Patanjali Ayurveda. This study looks at the marketing mix of Patanjali Ayurveda & tries to find out how it is giving a tough completion to old & established multinational & Indian companies.