Our goal, however, is the health of people and our nation. Unlike other brands we do not ship money in advertising: I myself am the brand ambassador and this allows us to continue to produce at reasonable prices. The very low cost of the products, 45% lower than that of the best-known companies, is one of the factors that allowed the rapid escalation of the brand. The other ingredients of success are the references to Ayurvedic medicine and the Make in India, autarchic aspiration which was also the battle of Mahatma Gandhi.
The catalog of the company, which has its headquarters slopes of the Himalayas, has about 500 products, ranging from basic necessities to more modern preparations, such as from instant noodles to Jeans. According to Baba Ramdev, the big brands do not care about the health of the consumer and their products are often harmful to the environment. Those of Patanjali Ayurved, however, are formulated in a completely natural and traditional way.
All arguments that convinced the buyers of the Indian market, as shown by the data. The demand is constantly rising said Baba Ramdev. Our toothpaste production has increased tenfold, reaching to cover 4.5% of total domestic demand. At the same time, over the last 11 months, shares of Colgate - Palmolive have lost 22% of their value to the Bombay Stock Exchange.
According to HSBC the company is just beginning and has major growth potential. The estimates point to a turnover of 750 million dollars by the end of 2016. To keep pace with demand Baba Ramdev has already started to invest in its production line. Machines have been purchased for $ 74 million. More difficult to find labor: the yogi, in fact, requires that staff do not drink alcohol, do not smoke and is a vegetarian. We do not follow the typical culture of the multinationals, but also we have our values, added Acharya Balkrishna, the right arm of Baba Ramdev.
Despite the success, the figure of Baba Ramdev remains controversial in some aspects. The guru, in fact, ensures that you can cure homosexuality with yoga sessions. The most striking case, however, remains that of Divya Putrajeevak Seed, prepared herbal that promises to treat female infertility and encourage the birth of a male child. Topics least burning in a country where prenatal selection based on the sex of the baby is still practiced widely.
Because Indian gurus sell noodles and much more? It might seem strange and illogical, but there's a reason. To better understand the phenomenon, also analyzed by the BBC in an article, you have to know Baba Ramdev, one of the most popular Indian yoga guru, who founded a company that produces consumer goods, and is growing at a dizzying pace: the magazine Forbes called his empire Patanjali as the Indian version of Body Shop, but we could say that is the MediaShopping in New Delhi.
Baba Ramdev, who is a fervent supporter of Prime Minister Narendra, sells in his online shop Honey, healthy drinks, juices, pastries, cookies, spices, tea, flour, muesli, cucumbers, soaps, conditioners, shampoo, noodles and more yet. The famous yoga guru with his own noodles defied an industry giant, namely Nestle, which sells a type of instant noodles called Maggi, hugely popular in India. Despite recent criticism received for the quality of noodles, Baba Ramdev promotes its brand as a healthy alternative to other similar products.
Encouraged by Ramdev commercial success, another guru has launched his own line of food products, Gurmeet Ram Rahim, better known for his jewelry, or for its gaudy performance on stage and film like rock stars or suffered from going by bike. The guru showman also sells cucumbers, honey, bottled water and obviously noodles.
Gurmeet Ram Rahim, who is the head of a sect on the rise, says that the nation is healthier through the consumption of organic food. The controversial leader on his website shows well 119 humanitarian activities in place, including eliminating homosexuality, manage a bank of international blood, promote vegetarianism and feed the birds.
Moving in southern India, a popular guru among the middle and upper classes, the Sri Sri Ravi Shankar, has created his own line of Ayurvedic products that is, the traditional Indian medicine which includes toothpaste, protein shampoo, herbal tea, tablets against diabetes, balsams and syrups, all produced on a first class hotel in Bangalore.
Even the guru most popular woman in the country, Mata Amritanandamayi, runs many activities from hospitals, a television channel, the engineering colleges, business schools, and more. Meanwhile, Sri Sathya Sai Baba, an Afro style guru who died in 2011, left a real multimillionaire empire, which includes hospitals, clinics, and universities.
The Indian gurus have used to their advantage the masses of faithful who follow them and their networks both political and financial for purely commercial purposes. Recently, they have started to gain mediating between East and West, as does, for example, Mahesh Yogi, which sells for yoga and meditation material to millions of foreigners.
Now times have changed and the guru, revered as gods by their legions of supporters, have adapted cleverly, with the help of politicians, factor allowed him to further strengthen their power and their influence.
Obviously one of the main factors of the success guru is the audience that follows them, which lends itself immediately to become the ideal consumer in practice this is to transform the supporters into buyers, creating an ad-hoc market. These businesses, which look almost homemade, became soon the modern empires in India, because based on the typical requirements of the Indian consumer, that of Ayurvedic medicines and organic products, rooted deep in the culture of the country.
Politics is the second major factor as the gurus more established, in large part, are known to be strong supporters of the incumbent governments, that support publicly with significant political speeches. The guru is false that genuine, are key actors in the world of business, politics, and spirituality, he told the BBC Lise McKean, anthropologist and expert in the Hindu religion. The activities of many gurus and their organizations have been linked in the 80s and 90s to the simultaneous expansion of capitalism in India and abroad, he said.
In the toothpaste war is an Indian yogi who is putting a strain on the giant multinationals. Baba Ramdev, 50, became famous in 2003 when a TV via cable channel devoted to spirituality Hindu began broadcasting his yoga morning classes. Since then he has gained millions of followers across India, including many Bollywood stars.
And today is the face of Patanjali Ayurved company led by his longtime collaborator Acharya Balkrishna, which sells about 500 consumer products, from personal hygiene to food, and second HSBC is the brand that in this area It is growing faster in India. The company, writes the Financial Times, will be a challenge in one of the most important growth markets for multinationals such as Colgate-Palmolive, Nestle, and Unilever.
The secret of the success of Ramdev is a mix of Hindu nationalism, references to traditional Ayurvedic medicine and its great media success. Led to its sales company for 300 million dollars in the last 12 months, which will rise this year to 750.
We have nothing against the multinationals, but they think solely in profit, not people. Our ultimate goal is the health of human beings and of the nation. Among his marketing strategies there is in fact also the appeal to Swadeshi Indian self-sufficiency promoted by Mahatma Gandhi in the first half of the twentieth century as a form of fight against British colonialism (Ramdev is an open advocate of Hindu nationalism and a supporter of the first hour of Prime Minister Modi). Hence the invitation to buy (its) products made in India. The last component of its success are the low prices and the use of natural 'ingredients' based on traditional Ayurvedic medicine.
Yet they are not without controversy: like those that erupted last year of his remedy herbal infertility. The charge is to be sold as a recovered to facilitate the birth of male children, because the name Divya Putrajeevak Seed contains the Putrajeevak expression meaning son's life. A red-hot issue in a country where prenatal selection by sex prevented the birth of 10 million children in 20 years. Ramdev also claims to cure homosexuality with yoga. Issues that certainly does not diminish its ability to convince the Indians. Knows the Colgate-Palmolive as in the last 11 months, the value of the shares of its Indian subsidiary, under the pressure of the holding of Ramdev, decreased by 22 percent.
Selling yoga to foreigners is already the past now as the gurus now turn their eyes elsewhere, beyond their loyal supporters, to the Indian domestic market is growing, a move that made many multinational companies in fibrillation. What is the end result of this operation? That the guru products now are buyers even among non-believers and those who are not part of small circles of religious practitioners. They have created a market that could expand over time until reaching the West.