The unusual success story of Patanjali, Baba Ramdev, and Yoga : Part 1

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This article is a first part in the series of four articles which tells the success story of one of the largest Indian brand. Its our way of celebrating the 2nd International Yoga Day. This first part tells how Patanjali and Baba Ramdev made its mark in theAi??Indian market. You can also read the second india viagra on line. Ai??and the third part.

Part 1: The Story of Birth

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An Indian FMCG started in 2008 by Baba Ramdev and Acharya Balkrishna. Located in Haridwar. This company has claimed a revenue of Rs 5000 crore, making the top names in the game sweat.

I still remember waking up in my grandmothers home to the voice of Baba Ramdev addressing thousands of people telecasted on TV. He would tell them how to do yogic exercises and complementary tips to stay fit.

Almost 10 years later, I visit my grandmothers house and find Baba Ramdevs presence in another form, Patanjali Ayurveda. And this is happening in a house which had Head & Shoulders, Pears, Maggi, and products from all the top FMCG brands in the world.

But this fact, its all in the news.

For marketers and strategists, it becomes really important to understand how and why it all happened. While many Indian brands had struggled in the past, how come Ayurveda made its mark and giving top brands a run for their money.

Where did Baba Ramdev come from?

According to Malcolm Gladwell, if one wants to be successful, he needs to work for 10,000 hours. Maybe Ramdev doesn’t know Malcolm Gladwell but he surely worked for over 10,000 hours.

He might be known for his overnight success, but only a few know about the amount of training he has gone through to be here. He left the Macaulay education system and started the Indian Vedic education system in the Gurukul of Kishangarh and Kalwa. He spent many years studying ancient Indian scriptures and practicing meditation and self-discipline. He also taught many villagers across Haryana when studying at Kalwa Gurukul before coming to Haridwar and started preaching Yoga.

Rest is history.

Struck the hammer when the iron was red hot

The 20th century had initiated westernization of India. While TV was selling like hotcakes, Western influence and food made our lifestyle sedentary and unhealthy. At least thats what many Indian parents had grown up to think. Thats where Baba Ramdev came into theAi??picture.

He posed yoga as a solution to many health challenges. It was the answer to a healthy lifestyle. Want to lose weight? Do yoga. Want to maintain weight? Do yoga. Want to cure diabetes? Do yoga. It was the panacea for Indian peoplethe cure for all diseases.

He started out by teaching yoga to the Indian audience.

First, Sanskar and then Aastha Channel broadcasting his yoga shivirs in various cities. He got a wide acceptance. He made the people realize that Indians have forgotten our old traditions and art formsyoga being one of them. Elders of the family related to this combination of spirituality and tradition and started this practice in their family too.

Soon, Yoga became Har ghar ki kahaani. It was easy to do and was not exhausting like those running and gym exercises. It was a matter of a few years when his influence could be seen in all directions of India. With the Word of mouth publicity boosting the reach due to these benefits. Many people started claiming that they had been cured using Babajis Yogic techniques.

This step, though unintentional, was a significant step in Patanjalis initiate.

A recent example of opportunist attitude can be seen when Patanjali launched its Atta noodles just when the leading brand in the business, Maggi, was not in the game.

Patanjali always had their hammer ready when the iron was red hot.

Built a strong community before launching a brand

Before Patanjali came into the picture, a large number of people were already following Baba Ramdev and yoga. Plus, before building brand trust, people had already built their trust on his idea. Yoga was solutions to many problems.

Even before launching his herbal and organic products Baba ram Dev had huge a number of people ready to buy his product because when his yoga did wonders to them, why would his products not?

In 2008, when Patanjali Ayurveda came into theAi??market, it generated a revenue of more than 60 crores in the very first year.


It’s clear that Baba Ramdev understood the fact that without a solid foundation,one will always have trouble creating anything of value.From building a strong community before launch,to bringing back Swadesh in our country, it looks like he took all the right decision or maybe went the Ratan Tata way,took the decisions and then made them right.