Source: Bloomberg

Baba Ramdev To Lala Ramdev

Journey of a penniless yoga student to a billionaire industrialist

Ben Crair of Bloomberg profiled Baba Ramdev’s intriguing journey to stardom and billionaire club.

Some highlights:
Fastest ever growth for an FMCG business:

• From 2012 to 2018 Patanjali grew more than ten times.
• From INR 700 crores to 10,000 crores.
• Ramdev’s co-founder is India’s 19th richest man, worth INR 40,000 crores.

What is its business?

1. Ayurvedic hospital & medicines
2. A yoga school
3. FMCG
4. Research lab

How good are its products?

• Noodles had 3 times ash content than legal level.
• Indian army stopped selling its juice.
• Nepal recalled six of its goods.
• They were charged with misleading customers with ads.
• More here: Link

Will it beat Indian majors like HUL?
Ramdev often says:

The ‘gate’ in Colgate will shut.
Pantene will wet its pants.
The lever of Unilever will break down.
The little Nestlé bird will fly away.

My take:

• Such fast growth only happens in Ponzi schemes.
• However, Patanjali did hire industry experts to streamline its business.
• Still, there are doubts.

Indepth profile: Bloomberg ( First few clicks free)

Go deeper: Book On Ramdev

Book: Godman to tycoon, The untold story of Baba Ramdev
Author: Priyanka Pathak-Narain

What is it about?
Glimpses of his past life, which people do not know.

• Sold chawanprash on a bicycle.
• Taugh yoga to small groups in 1990.
• How he bought his way to his celebrity status
• He dissed his mentor and guru.

Who should read this book?
Those who want to learn the alternative route to success.

• Understand how religion, politics and money are always winners.
• How to trick the system?
• Never give up.

Bonus: Priyanka’s interview by The Wire