Over the last few years, Patanjali has become a household name and a threat to the largest names in the Fast Moving Consumer Goods (FMCG) sector in India. What’s more intriguing is the curious case of the face of Patanjali, Baba Ramdev who went from being a Baba (Moksha) to being a Businessman (Market).
The Baba Ramdev Phenomenon – From Moksha to Market, by Kaushik Deka dissects the journey of Baba Ramdev in 184 pages. It starts from his modest beginnings, to becoming a Yogi, to being the face of Patanjali, and he becoming close friends with the Prime Minister and to some of the most influential politicians and businessmen in the country.
Kaushik Deka, the author, is an associate editor at India Today, and the book is a critical analysis of Baba Ramdev’s journey. The author presents the story from two points of view. One is that of Baba Ramdev – obtained from interviews and personal interactions he had with Baba Ramdev at Haridwar; and the other is the opposing view from popular media.
This book is a must read for business students, and startup enthusiasts, as it explores the strategy, marketing & leadership aspects of one of the most disruptive organizations in today’s dynamic FMCG sector.
