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Introduction
The aim of this project is to analyse Swami Ramdev as a person who built
Yoga Empire and what corporate world could learn from him.

Who is Swami Ramdev?

Swami Ramdev is a renowned Yoga teacher, well known for popularising
Yoga. The popularised Yoga through television in India first and thereafter
at abroad. He is also one of the founders of the Divya Yoga Mandir Trust
that aims to popularize Yoga and offer Ayurvedic treatments.
Swami Ramdev was born in the Mahendragarh district of Haryana and was
named Ramkishan Yadav. Before joining Yogic Monastery (Gurukul) in
Khanpur village, he studied in his village till 8th standard. In the Gurukul he
was taught Yoga Techniques and Sanskrit language. After completing
studies at Gurukul, he renounced the world and entered into Sanyas
(monastic living). He then joined Kalva Gurukul and there itself he started
teaching Yoga to the villagers across Haryana. It is believed that sometime
later, he travelled to the Himalayas, spending a number of years there.
Thereafter, he went to Haridwar and till date, the city serves as his base.
Swami Ramdev was initiated into the ascetic order by Swami Shankerdev.
After his initiation, he joined the batch of swamis and started studying the
ancient Indian scriptures thoroughly. At the same time, he also started
practicing intense self-discipline and meditation. Swami Ramdev teaches
Pranayama, a form of Yoga. The program consists of six breathing
exercises which includes, Bhastrika Pranayama, Kapal Bhati Pranayama,
Bahaya Pranayama, Anulom Vilom Pranayama, Bhramri Pranayama,
Udgeeth Pranayama
As a promotional method and feature for Yoga, Swami Ramdev
established the Divya Yoga Mandir Trust in 1995. In this project, he was
accompanied by two more eminent people, Acharya Karamveer and
Acharya Balkrishna. The headquarters of the trust are located at the
Kripalu Bagh Ashram of Haridwar. Swami Ramdev teaches yoga mainly at
this ashram apart from camps worlwide.
He is the host of a program named Divya Yog that is shown on Aastha TV
every day, at 5 am in the morning. People from different parts of the
country and world watch this program and have started doing yoga from
the comforts of their home. Swami Ramdev also regularly conducts yoga
camps in India and abroad.

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One of the factors that makes Swami Ramdev different from other Yoga
teachers is his emphasis on the practice of Pranayama . Traditionally, Yoga
teachers have always more importance to the practicing of asanas (yoga
postures).

Company Profile of Patanjali Ayurved Kendra Pvt. Ltd

Patanjali Ayurveda Kendra Pvt Ltd was officially inaugurated by Swami
Ramdev & Acharya Balkrishna on 27th September 2007. Patanjali
Ayurveda Kendra started its operation as a Pvt Ltd company at
swoyambhu, Katmandu, Nepal with the ultimate aim of providing holistic,
natural and effective Ayurveda treatment.
Type of Business : Sole Distributor of Ayurvedic Product of Divya
Pharmacy, Divya Yog Sadhna, Business Divya Prakashan & Patanjali
Ayurveda Ltd., Haridwar, India.
Patanjali Ayurveda Kendra Pvt Ltd. has registered in 2006 to company
Registar, Government of Nepal. The company has authorized to operate
sales of Ayurvedic Medicines and publication. It was established with the
main purpose of curing and preventing common ailments by Ayurveda
and importing all kind of Ayurvedic medicines, audio-visual materials and
literatures of Divya Pharmacy, Divya Yog Sadhana and Divya Prakashan,
Haridwar, India to distribute in Nepal.
The Kendra was committed in taking guidance of all the advanced
methods of effective treatment procedures of Ayurveda. The Center was
equipped with Ayurvedic Doctors, Pathology Department, Pharmacy,
Counseling Department and many more facilities. The Ayurvedic doctors
were trained from Haridwar and in-house for a minimum period of 2-3
months before being put into professional practice.
Patanjali Ayurveda Kendra had made achievements in treating thousands
suffering from diseases like osteoarthritis, rheumatoid arthritis,
osteoporosis, low back ache, cervical spondylsis, psoriasis, allergic
respiratory disorders, multiple sclerosis, age related mental stress and
rheumatic diseases. Ayurveda is a holistic healing science. Going beyond
just curing an ailment, Ayurveda aims at total well being of the individual
his mind, body and spirit.

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In News
Baba Ramdev's black money deadline: On 27 February 2011 Baba
Ramdev held a
large rally of over 100,000 people at the Ramlila Maidan, New Delhi to
protest against corruption. Those present at the rally included Baba
Ramdev, Acharya Balkrishna, Ram Jethmalani, Anna Hazare, Arvind
Kejriwal, Kiran Bedi, Swami Agnivesh and many others. All members spoke
and explained how corruption was rampant in the country and how the
government itself was indulging in it. The most highlighted the issue was
of Indian black money stashed in tax havens. A striking feature of this
rally was that all major media houses boycotted it.
After making people actively aware of rampant corruption present in the
country and black money issue, Baba Ramdev launched the Bhrashtachar
Mitao Satyagrah which was held at Ramlila Maidan, New Delhi on 4 June
2011. Key demands were along with other prominent demands were,
1) Declare all illegal wealth/black money lying in foreign countries, which
belong to Indians as National Property.
2) Enact a strong Lokpal bill.
Baba Ramdev declared to go on an Anshan (indefinite fast) on 4 June
2011, at Ramlila Ground Delhi to pressure the Central Goverment to root
out corruption from India and bring back the black money stashed away in
various financial institutions abroad. After this the government was said to
have set up panel to suggest steps to curb black money and its transfer
abroad.
On 4 June morning lakhs of people joined Yoga Guru Baba Ramdev on his
protest at Ramlila maidan. Satyagraha was going peacefully when at night
a huge team of 10,000 officers of the Delhi Police and RAF raided the
ground when most of the Satyagrahis were sleeping. Tear gas shells were
lobbed and people were lathicharged to evict the ground. Baba Ramdev
was arrested and deported to Haridwar.
This crackdown on people who were peacefully protesting was condemned
by whole section of society including Political parties.
Controversies:
1. The Divya Yog Pharmacy owned by Baba Ramdev was accused of
mixing animal material and human bones in the medicines by Social
activist Ms Brinda Karat. Her statement was supported by employees of
Divya Yog Pharmacy. The state government last h gave a clean chit to
Ramdev on the allegation of using animal parts and human bones in his
medicines.
2. Comparing cold drinks like coke and pepsi with toilet cleaner, he wrote
on his facebook blog

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Coke and Pepsi are not only toilet cleaner it causes cancer. When State of
California asked them to print a health warning label on the bottle that the
colouring agent is carcinogenic they are finding ways to avoid printing the
health warning label.
So drink milk, buttermilk, fresh fruit juices and other healthy drink. This
will help you health and also help farmers financially
3. On March 15th 2010 Yoga guru Baba Ramdev declared his plans to
launch his own political party though he said he won't fight elections.
Baba Ramdev said he wants to 'cleanse' the system. The yoga guru
planned to field candidates in all Lok Sabha constituencies. Ramdev, who
was in Ghaziabad on March 15 to participate in a school function, targeted
the UPA government for not keeping the prices of essential commodities in
check and alleged: "The intention of the government is very much
doubtful towards poors and farmers".
Sometime later Baba Ramdev clarified that he has no political ambitions
and is not interested in starting a political party, but feels it's his
obligatory duty to reform social and political ambiguities apart from
popularising yoga and thus strengthen the country.

Analysis
The New York Times called him "an Indian, who built Yoga Empire, a
product and symbol of the New India.
Every brand has a story associated with it. Ramdev's story was "practicing
yoga can cure any disease". Those who have seen his yoga DVDs will
recall the line "Karte raho, cancer ka rog bhi theek hoga".
This story helped him build a huge yoga empire with an annual turnover of
over Rs 1000 crore. The story was working well, until Ramdev decided to
diversify, like all big brands do. He now wanted to start a political party
and launched a campaign to bring back all of India's black money lying in
foreign banks. His story changed from being a yoga guru to an aspiring
politician who is also a yoga guru. And that clearly did not work as the
government went hammer and tongs after him and because of the huge
base of public support he enjoyed government became softer later on.
This huge base of public support was because, Baba Ramdev never mixed
religion with preaching of Yoga and pranayam, and the takers of his
Ayurveda medicines were not confined to any particular caste or creed.
Unlike many modern gurus who went on TV channels to preach about

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religion and God, Baba Ramdev used the reach of the medium to rekindle
popular interest in Yoga, particularly pranayam. The number of his
followers swelled, his appeal cut across boundaries of caste and faith and
high and mighties from different walks of life sought his help to overcome
stress and ailments.
Some of Baba Ramdev's prominent followers are Uttar Pradesh Chief
Minister Mulayam Singh Yadav, Chhattisgarh Chief Minister Raman Singh,
Uttaranchal Chief Minister Narayan Dutt Tiwari, Rajasthan CM Vasundhara
Raje Scindia, former UP Chief Minister Kalyan Singh, former Madhya
Pradesh Chief Minister Babulal Gaur, NCP leader Chhagan Bhujbal,
Congress leader Ahmad Patel, superstar Amitabh Bachchan and SP leader
Amar Singh, among others. The list goes on and on.
The Yoga itself is a multibillion dollar business in US. In many Universities
it is accepted as subject and included in the Syllabus. In the latest famous
book "Inspire! What Great Leaders Do" written by Mr.Lance Secretan
recently published by John Wiley and sons, the benefit of meditation is
elaborately described for good corporate governance. By practising
transcendental meditation, or TM, many people have got relief from back
pain, neck pain, depression. The mind calms and quiets. What thoughts
you have during meditation become clearer, more focused. Anger, anxiety
and worries give way to a peace. In the world exorbitant medical expenses
one can definitely make use of meditation. Baba Ramdev is helping in
popularising this.
In Bhagavad Gita Lord Krishna has inspired Arjuna to rise from his
depression by preaching Gita in the battlefield and to rise from the
depression to do his duties. In Holy Gita we can see, being hidden by the
cosmic overview of any institution beset with myriad problems, not the
least of which is its lack of moral probity, there is a groundswell of
educated people seeking answers to deeply personal but universally
asked questions. Chie Executives taking lessons from yoga, meditation
and learning how to deal with human resources equations in an
enlightened manner. Individuals from every walk of life can get ideas of
how to be better human beings, more balanced and less stressed out.
Medical studies continue to show regular meditation working magic in
reducing blood pressure and stress-related illnesses, including heart
disease. Brain images show that regular meditation helps calm the most
active sensory-assaulted parts of the brain.
Baba Ramdev is world famous figure, not only for his contributions to
sustain the Vedic health education in the forms of Yoga, but also in the
form of a excellent entrepreneur and a social reformer. As soon as his
name falls into our ears, memories of an half-aged bearded man in saffron
clothes, performing yoga, particularly of taking a deep breath and

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exhaling with a swishing sound which comes while practicing pranayama

on the early morning TV shows comes to our mind. At that time Baba
Ramdev was given the credit of introducing in the yog aasanas into the
living rooms of the people through the television. Later, the venues shifted
to the grand Patanjali Yog Vidya Peeth in Haridwar, where couple of
thousands of people could be seen performing the aasanas under the
leadership of the Yog Guru, Baba Ramdev.
In 2011 people also got a thought of a huge gatherings against corruption
in the Ram Leela grounds of New Delhi where police action were waged to
vacate the grounds. The result was that the controversies started and
continued for days and months, in television debates and discussions in
the political circles, in paper media, amongst people and bureaucrats for a
religious Guru for his involvement for a socio-political change. Here, I do
not intend to be a part of such debate also I am not for or against, rather
wish to throw light on one facet of Baba Ramdev which will remained
neglected or unnoticed if not highlighted.
Patanjalis Mega Food Park by S.K. Patra, CEO & President of Patanjali
Food & Herbal park.
No doubt, Patanjalis Mega Food Park is a fantastic venture as it is spread
over a huge sprawling estate over 85 acres of land, its state of art
processing units, the carefully engineered and beautiful infrastructure, like
dry warehouses with a capacity of 20,000Mt, integrated cold storage
facility with a capacity of 2500Mt, having pre cooling chambers, banana
ripening chambers, variable humidity stores, multi commodity cold
storages and reeferigeration room with 2500Mt capacity. Multi-commodity
automated washing and grading unit, ETP with capacity of 550Mt/day,
technically advanced ware-housing and material handling system for
grains, water de-mineralizer with a capacity of 15,000 litres/hour, soft
water with a capacity of 15,000 litres/hour, internal R.O. plant having
45,000 litres/hour capacities, raw water of 125,000 litres/hour capacities
and so on. Already 12 units are running like co-packing facility-tetra pack
and voll-pack, multi fruit juice processing lines, neutraceutical processing
lines, PET and HDPE lines corrugated boxes manufacturing unit, flour mill,
candy plant, digestives unit, juice plant etc. are other attractions there.
The facilities have numerous potential and prospects for encouragement
of enterprises in fruit based, vegetable based, cereals and grains based,
milk based, sugar-cane based, paddy based industries, that also have vast
scope in concern for our country i.e. agriculture based India where sadly
agriculture is not considered as Industry. Every unit in the park , every
step one takes forward, increases ones respect for the promoter, the

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visionary, for one cannot cite any other example of any successful
enterprise anywhere in the world, that has risen in an absolutely
professional manner in such a small span of time and is totally indigenous
and also provides employment to thousands of local youth, His
entrepreneurship also competes with the best of MNCs products that are
feeding us junk-foods. The most significant aspect of the whole venture
undoubtedly had been his ability to select the right people.
The Indian Parliament recently passed a bill that obligates the big
corporate to spend at least two percent of their annual profits under the
Corporate Social Responsibility (CSR). This could be a good example of
young corporate house of Baba Ramdev that has emanated from the
social responsibility towards the people. One can also see rural women
moving around the factory campus, working in different groups and
enjoying the social and financial dividend that Patanjali has offered them.
Some of them are working as permanent workers and are lone-earner of
their family. The friendly and refreshing work culture and man-force of the
factory campus could be compared to the best in the country, who
together make their efforts for their socio-economic growth and add to the
development of the country.

Bibliography
1. Patanjali Ayuveda Kendra Ltd.,Patanjaliayurveda.com
2. Company Profile,Patanjaliayurveda.com

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3. Baba Ramdev: Latest news on Baba
Ramdev,timesofindia.indiatimes.com (Feb 27,2011)
4. Baba Ramdev: Latest news on Baba
Ramdev,timesofindia.indiatimes.com (4 June,2011)
5. Baba Ramdev: A Yog Guru for Entrepreneurship and Social
Transformation, indiacsr.in (Wednesday, January 23rd, 2013)
6. Story of Patanjali and the Gift of Yoga Knowledge - Part 1,
artofliving.org

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