Baba Ramdev is arguably India's most famous yoga guru, well known for his TV exercise shows. But now he's using his brand to sell everything from shampoo to cereal, and detergent to instant noodles.
Patanjali, the company he founded, claims to have had sales of more than $300m (£200m) in the past year, and is one of India's fastest-growing consumer goods firms.
Dressed in saffron robes, long hair tied up in a loose knot, flowing beard, wooden slippers and a cloth bag slung over his shoulder, Baba Ramdev looks every bit like a traditional yoga guru.
For more than a decade he's demonstrated exercises in front of massive crowds, instructing them on how to breathe in and then exhale, impressing them with his knowledge of ancient yogic asanas (poses).
But as he shows me around his factory in the northern Indian city of Haridwar, he seems equally familiar with modern business and marketing concepts. Full story...
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Patanjali, the company he founded, claims to have had sales of more than $300m (£200m) in the past year, and is one of India's fastest-growing consumer goods firms.
Dressed in saffron robes, long hair tied up in a loose knot, flowing beard, wooden slippers and a cloth bag slung over his shoulder, Baba Ramdev looks every bit like a traditional yoga guru.
For more than a decade he's demonstrated exercises in front of massive crowds, instructing them on how to breathe in and then exhale, impressing them with his knowledge of ancient yogic asanas (poses).
But as he shows me around his factory in the northern Indian city of Haridwar, he seems equally familiar with modern business and marketing concepts. Full story...
Related posts:
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