Introduction of Baba Ramdev
“Poot Ke Paon Palne Main Nazar Aa Jate Hai”
Baba Ramdev (Ramkrishna Yadav) son of Ram Nivas Yadav
and Gulabo Devi born in the Alipur village of Mahendragarh
district in Haryana state of India.
primary education up to class VIII in Shahajadpur, Haryana.
Later he went on to join Arya Gurukul, Khanpur from where
he studied Sanskrit and Yoga.
He holds a postgraduate degree with specialization in
Sanskrit Vyākarana, Yoga, Darśana, Vedas and Upanishads
from Gurukul at Haryana.
Pandit Ram Prasad Bismil, an Indian freedom fighter,
heavily inspires him. Reportedly after reading a rare
booklet, Yogik Sadhan, translated into Hindi by Pandit
Ram Prasad Bismil, Swami Ramdev abandoned
worldly ways of life, changed his name to Ramdev and
went to Himalayas to practice self-discipline through
He then studied Indian scriptures, yoga and Sanskrit in
various gurukuls. He entered prominence when he
started the Divya Yog Mandir Trust.
Yoga & Ayurveda: The perfect blend
Yoga is a commonly known generic term for
physical, mental, and spiritual disciplines
which originated in ancient India. Various
traditions of yoga are found in Hinduism,
Buddhism, Jainism and Sikhism.
He founded Divya Yog Mandir Trust in 1995
and in 2003 Aastha TV began featuring him in
its morning yoga slot.
A large number of people and many
celebrities in India and abroad have attended
IDEA OF PATANJALI
Swamiji took upon himself the onerous
responsibility of demystifying and popularizing
While Acharya Balkrishna (Ayurvedic scholar
& one of the Promoter of patanjali yogpeeth)
has the task of restoring people’s faith in the
efficacy of Ayurvedic system of medicine. To
operationalize their concept they had established
venture known as Patanjali Ayurveda Kendra
Patanjali Ayurveda kendra pvt.
Patanjali Ayurveda Kendra Pvt. Ltd. Was founded by Swami
Ramdev & Ayurveda Acharya Shree Balkrishna on 27 Sept.
2007 with specific vision and mission. Started its operation at
Swoyambhu, Katmandu, Nepal to provide holistic, natural
and effective Ayurveda treatment.
In September 2012 Harvard university of USA came forward
to introduce yoga and Ayurved subjects in their university in
collaboration with Swami Ramdevji and his aid Acharya
Balkrishna in wake of the dreadful diseases getting cured by
Swamiji's Pranayam(Yoga technique for breath control) and
his Ayurved medicines.
Self-independence of India from Swadeshi.
To promote Indian product.
Make a largest retail chain in all over India both rural and urban market
To Provide reasonable price for farmers
To fulfill the demand of customers across the India on reasonable price.
To Support Indian industries by creating demands of Swadeshi products.
To generate employment for youth, skilled/unskilled and professionals.
To establish Ayurveda and create biggest market chain for herbal
To Strengthen Indian economy by replacing foreign products with
Dabur india ltd.
Zandu pharmaceutical works
The himalaya drug company
The emami group
Hamdard (unani) etc.
THE BUSINESS DIMENSION
On 23rd April 2012, Monday, Patanjali Ayurved Limited
had announced its entry into the retail sector by
launching 100 products to be expanded up to 800,
including body care, healthcare, home care, digestive,
cosmetics, toiletries and others products.
Patanjali products are available only in Patanjali branded
stores and arogya kendras. Now, the company will be
planning to distribute products at kirana stores across
Three Value Disciplines To Frame
Product leadership discipline
Operational excellence discipline
Customer familiarity discipline
Marketing Mix Elements
In order to know exactly the reason for success of
Baba Ramdev, it is imperative to throw some
light on the marketing mix rudiments.
To be a successful marketer it is important that all
the marketing mix elements have to be fine tuned
to support and strengthen brand personality.
Product: Introducing the Value
The service (yoga) that Baba Ramdev is selling is the product.
The product "Pranayama" is well suited for all irrespective of
class, creed, culture and hence this success.
Swamiji's unique contribution has been to lead a healthy life
through the practice of simple breathing exercises.
Understand and meet consumers' needs and wants.
The ambiance of patanjali yogpeeth is world class.
Swami Ramdev's Divya Medicines are claimed to be one
hundred percent natural, no or very little side effects.
Medicines are available at a very low cost.
Medicines can cure all the diseases from a simple cold to
Customer Management: USP
Creating a "Disease Free Society - Medicines Free World",
Swamiji's cherished dream.
It is claimed that after extensive research of the valuable
effects of Pranayama Yoga during last numerous years, it has
been proved now that proper Breathing Technique's practice
can cure all diseases completely without medicines or
He claims to have trained 35,000 persons that are well
equipped to hold yoga classes in different parts of the country.
Patanjali Yog Ashram has set up 535 branches and 15 more
centers are in the process of being established.
This is working towards creating a new USP wherein any
requirement of the customers can be catered to without
This is the unique selling proposition of Baba Ramdev.
Developing an effective pricing strategy remains the most
important and difficult part of the marketing process.
For instance, a nominal 1 per cent increase in price
realization will boost net income by 6.40 per cent for Coca-
Cola and 28.70 per cent for Philips.
Baba Ramdev's fees of Pranayama is cheap in compare to
other medical treatment.
This is the cheapest and the only complete cure to most of
the so called incurable diseases like diabetes, cancer, HIV &
It is a well established fact that advertising affects consumers.
Baba Ramdev has hit both the opinions as he is advertising
and at the same time not advertising.
In the year 2002 when Aastha television channel started airing
Baba Ramdev's yogic classes; overnight, Baba Ramdev
became a sensation he had hundreds of followers who
morphed into thousands.
Millions around the country follow his programme religiously
and use Ayurvedic medicines prescribed by him.
His yoga sessions were beamed live into 170 countries.
Baba Ramdev's pack one DVD, two Video CDs written
three books on Yoga, Pranayama Herbal Remedies and
Magazines are available.
He has mastered the art of mass customization and
practices so that each individual feels that he is talking to
Targeted large market by focusing on economically and
resources constraint masses.
Prepared database of the people visiting the yoga camp.
Built powerful partnership with various prominent T.V
channels to broadcast his yoga camp world wide
Create self esteem among his followers
Baba has a vision to develop World’s largest food and
About7,000 people will get direct and about 200000
people will get indirect employment opportunity through