Book Name: The Baba Ramdev Phenomenon: From Moksha to Market
Book Author: By Kaushik Deka
‘Patanjali Ayurved has turned out to be the most disruptive force in the Indian FMCG market. It is being witnessed as a whopping annual growth of 146% in the last year 2016, grossing a turnover of $769 million.’—By Assocham–TechSci research report.
When in 1965, at Saidalipur, a nondescript village in Haryana, a baby boy was born to a marginal farmer, there was hardly any celebration. They were happy to receive what they believed was ‘the most precious gift from God’ but there was no time to pause, reflect or celebrate. People needed to get on with their lives. Little did they realize that the new-born would take this philosophy of detachment to a different level altogether. And if this detachment was induced in their life by poverty and hardship. Three decades later that child was to show the world how to practice the same philosophy and even, while doing so, gathered an unimaginable wealth nearly a sum of 10,000 crores. He was Baba Ramdev, the celebrated yoga guru and one of the founders of Patanjali Ayurved Limited and Patanjali Yogpeeth.
Brief About The Baba Ramdev Phenomenon
The book ‘The Baba Ramdev Phenomenon‘ by Kaushik Deka offers a detailed account of Baba Ramdev’s journey from attaining moksha in the Himalayas to ruling the market. Especially the FMCG sector, with his Patanjali products. It captures the rise and rise of Patanjali and the various factors that worked for it. Most importantly, the vision of Ramdev and the able assistance of his associate Acharya Balkrishna.