Baba Ramdev: The Successful Commercial Saint
Ramdev was born as Ramakrishna Yadav in Haryana, is well-known for his indomitable contributions in the fields of yoga, Ayurveda, politics and agriculture. He is best known for his contributions in yoga base camps and therefore, founded the Patanjali Group of Institutions. He founded the Patanjali Group intending to spread the enlightenment of Yoga practise in the country and abroad by establishing Pantanjali Yogapeeth-I and Patanjali Yogapeeth-II, settling at UK, USA, Nepal, Canada and Mauritius.
Ramdev established the Patanjali Yoga Peetha (UK) Trust in 2006 with the motive of spreading and promoting Yoga practise there by acquiring the Scottish Island of Little Crumbae as its base.
Life before Fame
Ramdev was born as Ramakrishna Yadav to Rav Dev and Gulabo Devi in Alipur village, Mahendergarh district, Haryana in 1965. He learnt Yoga, scriptures, and Sanskrit in various gurukuls and became a sanyasi, while living in Kalwa Gurukul in Jind District, Haryana. He used to train villagers in the town and then later moved to Gurukul Kangri Vishwavidyala in Haridwar, Uttrakhand where he spent several years studying the ancient scriptures.
All That Jazz
With the foundation of Divya Yog Mandir Trust in 1995, Aastha TV featured him for the morning Yoga slot where he became quite popular and therefore taught Yoga to many great politicians and celebrities, including the Big B( Amitabh Bachan) and Shilpa Shetty. He also preached the Yoga practise in other parts of the world by running several successful campaigns in UK, USA and Japan. In 2006, Kofi Anan invited him to deliver a speech on poverty alleviation in the United Nations conference. Yogi Haider, considered the face of yoga in Pakistan also invited Ramdev Baba, to emulate the spirit of yoga and fitness amongst Pakistanis.
Patanjali Group of Institutions
With a sprawling range of consumer goods, Ramdev Baba has vigourously captured the Indian consumer goods market by owning a significant percentage and has emerged as a tough competitor. With more than 350 products ranging from noodles and biscuits to shampoo and toothpaste, is giving heads of consumer goods reason to sit up and take stock. They've realised Patanjali can't be dismissed as the whim of the baba— the brand is rapidly becoming a contender in the consumer goods space.
Patanjali became one of the top three most advertised brands on television late last month. "The (Patanjali) products have the right to succeed, especially in ayurvedic categories such as chyawanprash, honey and ghee’ as quoted by Britannia’s Berry.
Patanjali has roped in the leading actress of the 80’s, Hema malini to endorse for the buiscuits which has gone viral in the social media.
Awards and Recognition
January 2007 – Honorary Doctorate, by Kalinga Institute of Industrial Technology, Bhubaneswar
July 2012 - Honoured with Tarun Kranti Award at Ahmedabad in National Icon category by Mr Narendra Modi, the current prime minister of India. The award is constituted by eminent Saint Tarunsagar ji.
April 2015 - Government of Haryana appointed Baba Ramdev as brand ambassador of Yoga and Ayurveda. He was given the position of a Cabinet minister in Haryana but he declined it stating that he wanted to continue serving as a Baba.