This research paper makes an attempt to critically analyse the decision of Patanjali Ayurved to venture into the world of FMCG e-retailing. There is no doubt about the enormous amount of unsaturated market waiting to be exploited, but it should also be kept in mind that there are equal huge threats and barriers while operating in the realm of e-commerce. A very good example which exists in front of Patanjali Ayurved is Amul India Private Limited. For any business, a single mistake can lead to a complete downfall. Hence, SWOT analysis is the most important stage that every business or project must undertake. Though running a business is all about taking risks, an informed and calculative risk can make all the difference. Online grocery shopping has come a long way. The stupendous growth of the internet over the past decade has led to a steep rise in e-grocery shopping. Nowadays, grocery shopping has undergone a total makeover, also a revolutionary change which has occurred for good and is going to stay. Just a decade back, one would never have guessed that they could do the mundane task of grocery shopping from the comfort of their home without even stepping out. But, all thanks to the advent of the internet, which led to the growing popularity of e-commerce and ultimately, a stage has reached where grocery shopping is all about having fun. It was found that Patanjali Ayurved has many strong opportunities available which are the main reasons for its growth in such a short span of time. It can scale to even higher heights only if it takes some corrective measures on time and gets rid of its weaknesses.