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1/18/2017 FromSadhuBabatoMillionaireTheFascinatingStoryofBabaRamdev

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FromSadhuBaba
toMillionaireThe
FascinatingStoryof
BabaRamdev
BYSAYAN BASAK O N MARCH 3 0 , 2 0 1 6
StartUpon.orgBlogBiography&
InspirationsBabaRamdev'sInspirationalStoryof
Entrepreneurship

Everystoryhassomethingtotelland
somethingwecanlearnfrom.
Keepingthisinmind,dearreaders,
pleaseallowmetotalkaboutthe
mercurialriseoftheayurvedic
enterprisebyBabaRamdev.

BabaRamdevwasbornin1965ina
villagecalledAliSaiyadPurin
MahendragarhdistrictinHaryana.
HewasnamedRamkrishnaYadavby
hisparentsGulabDeviandRam
NivasYadav.

RamdevwasbornasRamdevYadav
toRamYadavandGulaboDeviat
MahendragarhHaryana..Hestudied
Indianscripture,YogaandSanskrit
invariousgurukuls.Hebecamea
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1/18/2017 FromSadhuBabatoMillionaireTheFascinatingStoryofBabaRamdev

sanyasiandadoptedthenameBaba
Ramdev.WhilelivinginKalwa
GurukulinJinddistrict,Haryana.

Heofferedfreeyogatrainingto
villagersforsometime.Hethen
movedtoHaridwarinUttarakhand
andspentseveralyearsstudying
ancientIndianscripturesatGurukul
KangriVishwavidyalaya.

BabaRamdevasSocial
Entrepreneur:

AsearlierIdiscussedaboutSocial
Entrepreneurshipyoumusthave
beensomefamiliertothisphrase,If
notpleasecontinuehere,youwillget
agraspoftheconcept.

Forthegeneralpublicknownmore
asababa,acknowledgingRamdevas
abusinessman,doesntcomeeasy.

Maverickinhissuccess,hishard
work,andhisbusinesssavvymindis
anabsolutegenius.Hesanunlikely
entrepreneurthatwithoutthe
fanfareofaBansaloraBirlais
quietely,(andsometimesnotso
quietly)touchinglivesinwaysthata
FlipkartoraUnilevermaynot.

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1/18/2017 FromSadhuBabatoMillionaireTheFascinatingStoryofBabaRamdev

Comingtohisopinions,Hamneye
kaamvyapaarkeliyenahin,upkaar
keliyekiyahai[Wehaventdonethis
forbusinessbutforwelfare].Itsnot
abusiness,heinsists.

Iamnotdoingthistoamass
personalwealth.NeitherIowna
singleshareofPatanjaliAyurvednor
doItakeasinglepennytopromote
it.Heexclaimedon22ndDecember,
2012whenafteraninternational
conferenceonSocial
Entrepreneurship&CSRlinkages
organizedbyGreenEarthAlliance
andPHDCCIinDoonUniversityat
DehradooninUttrakhand,thepress
wasalsoinvitedtovisitthe
PatanjalisMegaFoodParkbyS.K.
Patra,CEO&PresidentofPatanjali
Food&Herbalpark.

Althoughsomerecentissuesofbabas
hasbeenblotchedbyafewrecent
examplesofbabasgoingrebellious
but,wecanreallyhopethatRamdev
doesnotfurthertarnishthisimage
andcontinuewiththegoodworkhe
hasbeendoing.Andwecannotbut
applaudthesocioentrepreneurin
him.

InmypersonalviewsIcansaythat,
Eitheryouwilladmirehimforhis
accomplishmentsovergiantMNCs
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withhisweaponofindiamade
products,oreitherdisgusthim
becauseofsomeofhisslightly
criticizedBabaImage.

TheGrowingPopularity

HefoundedtheDivyaYogMandir
Trustin1995.In2003,AasthaTV
beganfeaturinghiminitsmorning
yogaslot.Thereheprovedtobe
telegenicandgainedalarge
following.Alargenumberofpeople
andmanycelebritiesinIndiaand
abroadhaveattendedhisyoga
camps.

Hehastaughtyogatomanyactors
includingAmitabh
BachchanandShilpaShetty.He
becamethefirstnonMuslimto
publiclyaddressMuslimpriestsat
theirseminaryinDeoband,Uttar
Pradeshandhastaughtyogain
countriesincludingBritain,theUSA
andJapan.

OnApril13,2015itwasannounced
thatRamdevwillbetheBrand
AmbassadorofHaryanaandwillbe
givenCabinetMinisterStatusfrom
theHaryanaGovernment.
Interestingly,herefusedthestatus
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sayinghewasafakirandhewas
aboverespectanddisrespect.Iwill
promoteyogaselflessly,hehadsaid.

Infactin2006,hewasinvitedby
KofiAnnantodeliveralectureon
povertyalleviationinaUnited
Nationsconference.YogiHaider
consideredthefaceofyogain
Pakistan,saysthathisambitionisto
emulateRamdevBabaand
populariseyogaamongstPakistanis.

ThePoliticalLife

Healsopossessstrongpolitical
statementsandcampaignsinIndia,
alsodeclaredBharatSwabhiman,a
politicalparty,in2010.

Hehadchangedhismindagainby
2014,whenheannouncedthat
BharatSwabhimanintendedto
contestsomeconstituenciesinthe
generalelectionofthatyearandto
formallianceswithsomeother
parties.Itwasatthistimealsothat
hevoicedhissupportforNarendra
ModitobecomethenextPrime
MinisterofIndia.Hisattemptsto
runyogacampsduringthatelection
campaign,allegedlytogainsupport
forModi,werestymiedbythe
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ElectionCommissionofIndia(ECI)
whodeterminedthattheywere
indeedpoliticallymotivated.TheECI
hadalsotriedtocontrolhisuseof
campsintheRajasthanandMadhya
Pradeshstateelectionsof2013.

Thereisalsoanorganizationcalled
theBharatSwabhimanTrust,
foundedbyRamdevandsupporting
hispoliticalcampaigns.Thefinancial
arrangementsofthisandhistwo
othertruststheDivyaYogand
PatanjaliYogpeethcameunderECI
scrutinyduringthe2014elections
becauseofacomplaintthatthey
werebeingusedtofundthe
campaignsofsomepoliticalparties.

Awardsandrecognitions

January2007Honorary
Doctorate,byKalingaInstituteof
IndustrialTechnology,
Bhubaneswar,inrecognitionofhis
effortstopopularisetheVedic
system/scienceofYoga.

January2011HonoredwithSri
ChandrashekharendraSaraswati
NationalEminenceAwardby
MaharashtraGovernorK.
Shankaranarayanan.
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July2012HonouredwithTarun
KrantiAwardatAhmedabadin
NationalIconcategorybyNarendra
Modi,thecurrentPrimeMinisterof
India.Theawardisconstitutedby
eminentDigambaraJainmonk
Tarunsagar.

April2015Governmentof
HaryanaappointedBabaRamdevas
brandambassadorofYogaand
Ayurveda.Hewasgiventhestatusof
CabinetministerforHaryanabut
haddeclineditsayingthathewanted
tocontinueservingasaBaba.

ThePatanjaliBrand

Withanastonishingrateofincrease
inrecentrevenuesThePatanjali
AyurvedLimitedisestablishedby
AcharyaBalkrishnaalongwithBaba
Ramdevwiththeobjectiveof
establishingscienceofAyurvedain
accordanceandcoordinatingwith
thelatesttechnologyandancient
wisdom.

Locatedintheindustrialareaof
Haridwar,thecompany
manufacturesmineralandherbal
products.AccordingtoCLSAand
HSBC,Patanjaliisthefastest
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growingfastmovingconsumer
companyinIndia.Itisvaluedat
Rs.13000crore(US$1.9billion)and
somepredictrevenuesofRs.5000
crore(US$740million)forthefiscal
201516.

PatanjaliAyurvedproducesproducts
inthecategoriesofpersonalcareand
food.Thecompanymanufactures
800productsincluding45typesof
cosmeticproductsand30typesof
foodproducts.Accordingto
Patanjali,alltheproducts
manufacturedbyPatanjaliaremade
fromAyurvedaandnatural
components,like:

1. Ghee

2. Chyavanaprash

3. KeshKantiandothercosmetics

4.Honey

5. AyurvedicMedicines

6.AmlaJuice

7. AloeveraJuice

8. PatanjaliNoodles

PatanjaliAyurvedicmanufacturing
divisionhasover300medicinesfor
treatingarangeofailmentsandbody
conditions,fromcommoncoldto
chronicparalysis.
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Patanajalialsolaunchedinstant
noodleson15November2015.

ReasonsToSuccess

Customeriscostsensitiveismore
likeastonecarvingthananecstatic
insight.ThisisexactlywhatBaba
RamdevsDivyaYogaTrustcameup
withforthedevotees(andforthe
nondevotees)bylaunchingdaily
consumerproductsrangingfrom
toothpastetohairoiltotealeavesto
medicines.

Theseproductshavetakenover
householdsbystormandespecially
thejointfamilieswheretheolder
generationstillhasaninfluentialsay.
Andwhywouldntpeopleusethese
productswhentheygetgoodquality
productsatamuchcompetitive
prices.

ButwhenthequestionofQuality
arises,wecansay,thisisnotvery
hardtoanswer,asthetargetmarket
fortheseproductswouldbethe35+
agesegment.Thisagegroupismore
likelytofollowBabaRamdevsantics
ontelevisionandwouldbeinaweof
themanbecauseofhisYogicprowess
(hisunimaginablepositionsonTVdo
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leavealastingimpression).Thisguy
endorsestheproductandhencethey
shouldbeatleastworthashot.That
simple.

ThesecondpointisBharat
Swabhimanfactor.ThisGandhian
ideologyalsoplaysonpeoplesmind.
WeareIndiansandweshoulduse
Indianproducts,whichisnotatalla
badprinciplewhenyouregetting
productsofequivalentifnotbetter
qualityatlesserprices.

Theotherthingworkingforthese
productsisthewordofmouth
publicitytheyvebeenreceiving.
Theseverybighouseholdsusing
themarethebiggestendorsersof
BabaRamdevproducts.

ItsnotthatImagainsttheuseof
foreignproductsasIhadbeenusing
themuptillnowbutwhensomething
indigenousisavailableatmore
affordableprices,whynotuseit.

TheLessonsfromHisJourney

1. Strongholdandexpertiseon
thesubject

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TodayBabaRamdevisknownfor
takingtheageoldIndianartof
meditationandexercisetothe
averagehouseholdinIndia.

HoweverBabaRamdevisno
overnightsuccess.Behindhismuscle
flexing,andifbizarrestatements,lie
yearsofpracticeandbuildingan
expertiseinYog.(HeinsistsYogabe
pronouncedcorrectlyasYog,
accordingtotheHindiDevnagari
script.)

BabaRamdevstudiedIndian
scripture,YogaandSanskritin
variousGurukulswhilegrowingup.

So,nexttimeyouseehimsuckhis
stomachmakingyouwonderifit
everexisted,knowthathesnofreak,
butatrainedYogi,whospracticed
theartforyears.

2. Hasaprofitmakingventure
thatsconstantlygrowing

WhilemoststartupsinIndiaare
grapplingwithmonetizingtheir
ventures,despiteallthefinancial
backingfromtheVCs,BabaRamdev
alsohappenstobethefounderofa
1200crbrand.

3. Hiresthebest
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BabaRamdevunderstandsthat
buildingabusinessmeanshiringthe
best,mostqualifiedpeoplewho
knowtheirstuff.So,Ramdevs
Patanjaligroupofcompaniesdonot
hireaMBAsorDigitalNinjas,but
hardcoreexpertsinthefieldwhich
includesMastersinScience,Biology
andpreferenceisgiventoPhds.No
cuttingcornersforthisone.

4.Understandsthemarket

WhilestartupsinIndiaareonly
wakinguptotheexpansive
opportunityofreachinghyperlocal
market,withthehelpofregional
languages,BabaRamdevhasafirm
griponhisbiggestmarket.His
Facebookpostsalternatebetween
HindiandEnglish,reachingoutto
theHindispeakingpopulation,the
largesthomogenoussetinthe
country,estimatedtobeabout12mn
people.

5. Believesinleveraginga
successfulpersonalbrand
andconnectingwiththe
audience

Asuccessfulentrepreneurbelievesin
connectingwiththepeopleand
leveragingyourpersonalityforthe

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brand.SteveJobswassynonymous
withAppleasRichardBransonis
withtheVirgingroup.Babahasover
500ktwitterfollowers,andkeeps
themengagedwithregularupdates
andreplies.InIndiawhere
personalitiestrumpproducts,its
importanttohaveabrandofyour
own.

BabaRamdevpersonallyendorses
theproducts,andisomnipresenton
mostofthebranding.Thebrand
Patanjaligainshugelyfromthe
trendyfollowingBabaRamdevhas
builtforhimselfovertheyears.

6.LowCostMarketer

WhileconventionalFMCG
companiespulloutnostopstowards
marketingandbranding,Baba
Ramdevgoesatitwithminimal
brandingexpenses.Whenwasthe
lasttimeyousawanadfora
Patanjaliproduct?Andyetthe
Patanjalirangeofproductswithits
turnoverof1200crore,rivalsthatof
industrygiantslikeEmamiand
Marico.

Whilethelowcostmarketingmay
havebeenPatanjalisfortebackbuta
recentBARCreportsaysthat

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Patanjaliwasthelargestadvertiserin
IndiainJanuary,2016

7. Hasmadeatruly100%
Indianproduct,forthe
country

Inacountryof1+bnpopulation,
70%ofwhichlivesinruralandsemi
urbanareas,thereachand
availabilityofforeignandMNC
brandsislimited,andtheprice
pointsarebeyondaffordability.The
Patanjalirangeofproducts,made
completelyinIndiaandofferedat
lowpricesistheneedofthehour.
Accordingtoastudy,Thenational
andmultinationalfastmoving
consumergoods(FMCG)brands
playinginthefastgrowing$1trillion
Indianmarket(2012)havestarted
facingintimidationfromhome
grown,andanabsolutelySwadeshi
competitor.

8. Mayjusthavethemost
functionalecommercesite

Whileitmaynothaveaflat,minimal
design,highresolutionphotos,icons,
andaprettyUX,thePatanjali
websitehasbeeninexistencesince
2011atimewhenecommercein
Indiahadjuststartedfindingitsfeet

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spearheadedbythelikesFlipkart,
AmazonandMyntra.

ThePatanjaliwebsiteiswellstocked,
updated,andhasafewniftyfeatures
likerelatedvideosthatshowthe
productsadsunderadditional
details.Coolnuh?

9.Hasavision,and
understandsopportunityto
materialiseit

Thosewhohavebeenregular
audienceofBabaRamdevs
discoursesonTVwouldrecallhis
vendettaagainstMaggiandother
foreignbrandsofColas,whichhe
consideredharmfulandunhealthy.

Weeksago,whentracesofharmful
substanceslikeleadandMSGwere
foundinMaggi,andthecountrywas
battlingwiththepossibilityoftheir
favourite2minutenoodlesfacing
extinctionsoon,BabaRamdev
jumpedinontheopportunityand
announcedthatunderPatanjali,hed
belaunchingasafe,nomaidaversion
oftheNoodles.

Howeverhedeniedthatthephotos
floatingaroundonsocialmediawere
thesaidnoodles,andclarifiedthat

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thephotowasactuallyofthe
Namkeenbiscuits.

10. AttackingInternational
Expansion

Areyouplanningtooffershippping
outsideofIndia?Havearemote
office?Babaknowsthatjustlike
YogathebiggestIndianexportto
thewest,hisAyurvedicrangeof
productshaveahugemarketabroad.
TheYogaGuruhasacquiredan
Ayurvedicmedicinecompanyinthe
nameofHerboVedintheUSA,for
anundisclosedsumtosellthenew
productsabroad.

11. BabaRamdevhasasenseof
socialgood

ReportsclaimthatPatanjaliaimsto
reinvestallofitsprofitsoverthenext
5yearsintononprofitsocialand
developmentcauses.

ConclusionTheExpertSpeakes

Indiaistodaypolarisedintermsof
competitionatoneendare
Unilever,NestleandProcter&
Gamble,andattheotherarethelikes
ofITCandEmami.
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PiyushPandey,executivechairman&
creativedirectorofOgilvySouth
Asia,feelsmarketershavealotto
learnfromRamdev.Heisanall
rounderwhoisbattling,bowlingand
fieldingatthesametime.Baba
Ramdevisagreatproponentofa
directmarketingFMCGcomcover
pany,andisonestepaheadofthe
likesoftheAmwaysandAvonsofthe
world.

SantoshDesai,chiefexecutiveof
FutureBrands,agreesthatPatanjali
hasarobustbusinessmodelof
providingacounterpointtoMNC
companies.Itsalegitimateroute.
Thereareenoughpeoplewhothink
thereshouldbeastrong
counterpointtoMNCs,hesays.
Ramdevisinapositiontoanswer
theaspirationsofthesepeople.

ThebrandequityofPatanjali
productsarebuiltaroundyogaand
thebabawhopracticesandpreaches
thediscipline,explainsAshita
AggarwalSharma,professorof
marketingatSPJainInstituteof
Management&Research.

Considerthepotentialcaptive
marketRamdevcanaddress:some
20crore,oralmostasixthofthe
Indianpopulation,hasattendeda
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classoftheRamdevschoolofyoga
courtesyofsome5lakhtrainedyoga
teachersworkingwithPatanjali.

Oncetheconsumertrustisobtained
[viayoga],reachingthemwithyour
productsbecomeseasier,adds
Sharma.Consumersaresomewhat
unsureofthebenefitsofthecurrent
productsintheFMCGspace.Itsin
thisgapthatRamdevhasplacedhis
Patanjaliofferings.

LittlewonderthatPatanjalissuccess
isnowthetalkofboardroom
discussiontoosomuchsothatnot
justkiranasbutbigretailerslike
RelianceRetail,BigBazaar,Hyper
CityandStarBazaararealso
stockingRamdevsFMCGproducts.
Buttherealplayisonline.While
Patanjalisproductsarealready
availableatecommercesite
BigBasket,Ramdevisnowaimingfor
Amazontoo.ForBabaRamdev,no
stretchisdifficultenough,including
thepossibilityofbeingrecognisedas
amegasuccessfulentrepreneurin
thedaystocome.

ResourcesandInformationcollectedfrom

RamdevWikipedia,thefreeencyclopedia
https://blog.startupon.org/babaramdevassuccesfullentrepreneur/ 18/21
1/18/2017 FromSadhuBabatoMillionaireTheFascinatingStoryofBabaRamdev

PatanjaliAyurvedWikipedia,thefree
encyclopedia

RiseoftheentrepreneurBabaRamdev,who
istakingabiteoffthemarket

HowBabaRamdevhasbuiltaRs2,000
croreayurvedicFMCGempire&plansto
takeonmultinationalgiantsThe
EconomicTimes

11LessonsStartupEntrepreneursCanLearn
FromBabaRamdevsPatanjalisSuccess

SomeSpecialAppreciation(s)andCreditsto

officechai.com

yourstory.com

indiatimes.com

http://en.wikipedia.org

Firstphotosourcedfrommynahcare.com

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writemoreonthistopicandalsoat
variousotherinterestingtopics.Stay
withmeatStartUpon.orglikethis
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say?Dontforgettowriteyour
commentsaboutthispostbelow.

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