The Indian herbal market is full of many well-known and recognized herbal brands. Patanjali Ayurveda Limited is one of them. With a population of approximately 1.36 billion people in our country, people's lifestyles are changing and becoming more health-oriented, as a result of which their preference for natural and Ayurvedic products is steadily increasing. Patanjali Ayurveda Limited has various marketing strategies like promotions and branding that have enticed many buyers to choose Patanjali herbal products. The present study is to perceive the different marketing strategies of Patanjali Ayurveda Limited and its impact on the consumer behavior and to know the customers point of view towards Pantajali products. This research focuses on primary and secondary sources of information. Intendening to acquire the primary data, a structured questionnaire was distributed to possible respondents in online mode and for secondary sources of information gathered through the examination of a variety of review papers and data collecting through Patanjali Ayurveda Limited and other websites, publications, and brochures. The data is correctly reviewed and evaluated and the research that follows is expressive and empirical in nature.

Keywords: Patanjali Ayurveda, Baba Ramdev, Natural Products, Buyers, Marketing Strategies.