Patanjali is a concept, quipped its public relations officer Mr Mishra when we visited Patanjali Ayurved Ltd's sprawling 170-acre plant (Unit 3) in Haridwar aptly named Padhartha (substance). The concept of Patanjali, based on the traditions of ayurveda, seemed ingrained in every person working there. While the company is still a work-inprogress, its direction and intentions are very clear. Patanjali is here to disrupt the FMCG market and it will do so in many categories. The Indian FMCG industry, so far dominated...