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The Baba Ramdev Phenomenon: From Moksha to Market
‘Patanjali Ayurved has turned out to be the most disruptive force in the Indian FMCG market...it witnessed a whopping annual growth of 146% in fiscal year 2016, grossing a turnover of $769 million.’—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 newborn 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 their child was to show the world how to practise the same philosophy and even, while doing so, gather unimaginable wealth—an approximate net sum of `10,000 crore. He was to become Baba Ramdev, the celebrated yoga guru, and one of the founders of Patanjali Ayurved Limited and Patanjali Yogpeeth.
The Baba Ramdev Phenomenon offers a detailed account of 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.
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 newborn 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 their child was to show the world how to practise the same philosophy and even, while doing so, gather unimaginable wealth—an approximate net sum of `10,000 crore. He was to become Baba Ramdev, the celebrated yoga guru, and one of the founders of Patanjali Ayurved Limited and Patanjali Yogpeeth.
The Baba Ramdev Phenomenon offers a detailed account of 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.
- GenresNonfiction
202 pages, Kindle Edition
First published May 1, 2017
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Displaying 1 - 11 of 11 reviews
May 15, 2017
A boy from a small village in Haryana to a businessman. From Ram Kishen to Baba Ramdev. From village school to the Himalayas to yoga guru to public icon to businessman to politics. From a common man to most influential individuals of the decade.
The book is a life account showcases his journey from his first brush with Yoga to cure his disability to become a Yoga icon of the country and a promise he made to cure and prevent people from diseases and ailment. A will to stand on his feet after paralysis to determination to change the picture of the country by making everyone healthy from in-house made products. The book is not an all praise story rather an honest account of a boy Ram Kishen to Baba Ramdev, ‘From Moksha to Market’.
https://thereviewauthor.com/
The book is a life account showcases his journey from his first brush with Yoga to cure his disability to become a Yoga icon of the country and a promise he made to cure and prevent people from diseases and ailment. A will to stand on his feet after paralysis to determination to change the picture of the country by making everyone healthy from in-house made products. The book is not an all praise story rather an honest account of a boy Ram Kishen to Baba Ramdev, ‘From Moksha to Market’.
https://thereviewauthor.com/
May 16, 2017
There has been many spiritual, religious and yoga gurus in our country who got the limelight but it dimmed suddenly after the 15 minutes fame of the guru. But since last decade, once guru who has always been there in the front row and always stayed in people’s mind and heart is Baba Ramdev. He does not need anyone else to endorse or promote him. He is a brand ambassador himself who does not shy away from speaking his mind on any issue about which he feels he is needed to give an opinion about. Through the power of yoga and avurveda, he has impressed millions of Indians who made his FMCG Empire an instant success. Patanjali is the one name which dominates the Indian market these days.
The book published by Rupa Publication named “The Baba Ramdev Phenomenon: From Moksha to Market” written by Kaushik Deka speaks about all these qualities of Baba Ramdev and discusses how he changed his field from being the person known only for yoga to a person who is known for his marketing skills and entrepreneurship. The author has divided the book in appropriate sections and respective chapters which makes it easier for reader to understand Baba’s life and its timeline. The important events of Baba’s life are nicely covered giving all the important back story and relevant details about how he reached the respective stage.
The book not only claims about the achievement made by Ramdev but gives appropriate statistics mentioning the sources which makes this book credible and outstanding. How Baba Ramdev ends on speaking things which he shouldn’t that lands him into controversy time and again is elaborated brilliantly. Also how Baba changes his stance on many national issues is highlighted which makes us understand Baba’s personality. The way he treats his food industry lets us know about Baba’s passion to promote local business against foreign products.
Baba’s political friends are also covered in the book. The take on politics, corruption, black money, demonetization, his love-hate relationship with PM- Narendra Modi etc. are talked in a special section itself. Overall, this 180+ pages book is a must read as Baba Ramdev is a personality whom you cannot ignore at any cost. I give this book 4.25* out of 5. Kaushik Deka has managed to cover Baba’s life and his work in as brief words as possible which is hard to achieve when a book is been written on a controversial and famous personality like Baba Ramdev. The best part about the author is that he has been neutral throughout the book without being supportive or against Baba. This is the sole reason why this book is one of the prominent reads of this year.
Thanks.
ABHILASH RUHELA – VEERU!!!
The book published by Rupa Publication named “The Baba Ramdev Phenomenon: From Moksha to Market” written by Kaushik Deka speaks about all these qualities of Baba Ramdev and discusses how he changed his field from being the person known only for yoga to a person who is known for his marketing skills and entrepreneurship. The author has divided the book in appropriate sections and respective chapters which makes it easier for reader to understand Baba’s life and its timeline. The important events of Baba’s life are nicely covered giving all the important back story and relevant details about how he reached the respective stage.
The book not only claims about the achievement made by Ramdev but gives appropriate statistics mentioning the sources which makes this book credible and outstanding. How Baba Ramdev ends on speaking things which he shouldn’t that lands him into controversy time and again is elaborated brilliantly. Also how Baba changes his stance on many national issues is highlighted which makes us understand Baba’s personality. The way he treats his food industry lets us know about Baba’s passion to promote local business against foreign products.
Baba’s political friends are also covered in the book. The take on politics, corruption, black money, demonetization, his love-hate relationship with PM- Narendra Modi etc. are talked in a special section itself. Overall, this 180+ pages book is a must read as Baba Ramdev is a personality whom you cannot ignore at any cost. I give this book 4.25* out of 5. Kaushik Deka has managed to cover Baba’s life and his work in as brief words as possible which is hard to achieve when a book is been written on a controversial and famous personality like Baba Ramdev. The best part about the author is that he has been neutral throughout the book without being supportive or against Baba. This is the sole reason why this book is one of the prominent reads of this year.
Thanks.
ABHILASH RUHELA – VEERU!!!
September 25, 2025
I read this first in 2018 when it became available as a resource with KU and 8 years later this is my second reading as I was researching certain topics related to ayurveda (the traditional Hindu system of medicine and healing) and could not avoid the Indian poster boy for putting a sharp focus on it in India.
As someone who enjoys reading non-fiction whenever I find time from reading novels, this book was interesting because it captured a domestic contemporary phenomenon about a person who had a larger than life image steeped in Yoga and who along with a friend decided to make the jump to create a major disrupting consumer brand using every trick and image building required to succeed in a wildly competitive market dominated by century old MNC's and indigenous companies through a creation of an unique Indian identity, focusing on culture, using media and politics.
While writing this the phenomenon has propelled the brand Patanjali into a ₹65,035 crore (approximately US$7.8 billion) mammoth as of September 2025.
The book is well balanced keeping both the successes and the misadventures of Ramdev ji in the narrative although it is a compilation of information available in the available public domain.
Kaushik also shy's away from making comparisons with industry leaders and proper comparisons which makes the book a bit one sided towards Ramdev ji and Patanjali.
Maybe a little dated due to sea changes in the last decade but this book is for someone to understand the impact that has happened to the industry.
As someone who enjoys reading non-fiction whenever I find time from reading novels, this book was interesting because it captured a domestic contemporary phenomenon about a person who had a larger than life image steeped in Yoga and who along with a friend decided to make the jump to create a major disrupting consumer brand using every trick and image building required to succeed in a wildly competitive market dominated by century old MNC's and indigenous companies through a creation of an unique Indian identity, focusing on culture, using media and politics.
While writing this the phenomenon has propelled the brand Patanjali into a ₹65,035 crore (approximately US$7.8 billion) mammoth as of September 2025.
The book is well balanced keeping both the successes and the misadventures of Ramdev ji in the narrative although it is a compilation of information available in the available public domain.
Kaushik also shy's away from making comparisons with industry leaders and proper comparisons which makes the book a bit one sided towards Ramdev ji and Patanjali.
Maybe a little dated due to sea changes in the last decade but this book is for someone to understand the impact that has happened to the industry.
May 15, 2017
He was returning home from school-with his friends- like the other days.
But that day was destined to be a lot different than the other days- a day that perhaps changed the course of his life. He suddenly felt that his left foot is unable to carry his body- he fell on the ground- grappled with pain. His face is twisted.
He was taken to a government hospital-where the doctors declared that the young boy had a paralysis attack. For his parents the future dream was broken like glass. But it was not so for the boy.
Is he an ill fated boy for whom all roads are closed? Not exactly!
It was rise from the ashes like the phoenix.
His physical disability channeled his life to a new course- a course that made him phenomenon in India. Constant stirring of his physical and mental strength not only helped him to conquer his deformities but also He became synonymous with healing with yoga-he became the face of Indian entrepreneurship in the backdrop of aggression of multinational FMCG corporate- he became a prominent face in the civil society movement against corruption-and the list is endless!
Full review at
https://jayasreesown.wordpress.com/20...
But that day was destined to be a lot different than the other days- a day that perhaps changed the course of his life. He suddenly felt that his left foot is unable to carry his body- he fell on the ground- grappled with pain. His face is twisted.
He was taken to a government hospital-where the doctors declared that the young boy had a paralysis attack. For his parents the future dream was broken like glass. But it was not so for the boy.
Is he an ill fated boy for whom all roads are closed? Not exactly!
It was rise from the ashes like the phoenix.
His physical disability channeled his life to a new course- a course that made him phenomenon in India. Constant stirring of his physical and mental strength not only helped him to conquer his deformities but also He became synonymous with healing with yoga-he became the face of Indian entrepreneurship in the backdrop of aggression of multinational FMCG corporate- he became a prominent face in the civil society movement against corruption-and the list is endless!
Full review at
https://jayasreesown.wordpress.com/20...
August 18, 2017
The story of a boy born to a marginal farmer in a nondescript village in Haryana who may not have been given much chance of success in life add to that the early paralysis attack that he suffered as a child and the chances that pundits would have given him for success would not have been even in double digits but today the same boy is changing the way people think about FMCG sector in India with a net worth of INR 10,000 Crore and counting.
This is an amazing story of grit, determination and will power of a man who rose from nothing to become one of the biggest movers and shakers in Indian power, politics and FMCG sector. No matter what you may think about him but you just cannot ignore the magnetic personality and the amazing story of Baba Ramdev.
Book is not exhaustive though and is a quick read. Picked it up at an airport myself and finished it in under 3 hrs.
This is an amazing story of grit, determination and will power of a man who rose from nothing to become one of the biggest movers and shakers in Indian power, politics and FMCG sector. No matter what you may think about him but you just cannot ignore the magnetic personality and the amazing story of Baba Ramdev.
Book is not exhaustive though and is a quick read. Picked it up at an airport myself and finished it in under 3 hrs.
July 10, 2017
Rated 3.5
This is a book that can quickly update you about everything you want to know about Baba Ramdev. So, if you have not been following news about him closely in the past few years, this can be a good compendium. I'm glad I picked up this book as I haven't followed all his news stories so closely.
I'd have rated this 3.5 stars for some reasons. You'll know on whose side the author is in the first few pages and this continues until almost 75% of the book where the author appears to go neutral on his comments about Baba.
Baba himself comes across as quite a lovable, innocent who says whatever comes to his mind only to clarify himself later on, spiritual and with a vision for India (Bharat)
This is a book that can quickly update you about everything you want to know about Baba Ramdev. So, if you have not been following news about him closely in the past few years, this can be a good compendium. I'm glad I picked up this book as I haven't followed all his news stories so closely.
I'd have rated this 3.5 stars for some reasons. You'll know on whose side the author is in the first few pages and this continues until almost 75% of the book where the author appears to go neutral on his comments about Baba.
Baba himself comes across as quite a lovable, innocent who says whatever comes to his mind only to clarify himself later on, spiritual and with a vision for India (Bharat)
January 2, 2022
Swadeshi Warrior
An insightful book on controversial baba who has flirted with domains outside his expertise. The author through his interactions has been able to share anecdotal instances regarding baba & his journey.
An insightful book on controversial baba who has flirted with domains outside his expertise. The author through his interactions has been able to share anecdotal instances regarding baba & his journey.
December 11, 2019
Very readable
A highly readable book on Baba Ramdev, that I thoroughly enjoyed reading. The author has done a very good job!
A highly readable book on Baba Ramdev, that I thoroughly enjoyed reading. The author has done a very good job!
August 30, 2020
Awesome!!!
July 4, 2017
Read the detailed review here - https://www.bookgeeks.in/baba-ramdev-...
July 7, 2024
Detailed Review here https://www.anuradhagoyal.com/baba-ra...
Displaying 1 - 11 of 11 reviews