Saturday, Dec 03, 2022
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Breathing Business

The Patanjali range echoes a mix of aspiration and conservatism.

Breathing Business
Breathing Business
outlookindia.com
-0001-11-30T00:00:00+05:53

What sets apart Patanjali Ayurved from its ilk is the fact that the brand experience came to us before the products. After all, Baba Ramdev has always been quite the innovator—he was one of the earliest adopters of satellite television for yoga instruction. Then there were the camps and the immersive ashram experience for those who sought a more intensive participation. So the oft repeated observation on Patanjali’s rise—that it has been achieved without spending any money on advertising—completely misses the point. Globalisation found its way into the Indian mindset through satellite TV and all the foreign locales in cinema. This then triggered a backlash to tradition to define one’s identity—in fact the early 1990s created the conditions for the revival of yoga. And as a fast mover with a new-generation idea aimed at a new-generation India, Baba Ramdev pretty much took ownership of this emerging space.

But where were the Daburs and Baidyanaths while all this was happening? They very likely grappled with legacy revenue models whose very success compelled them to cling to the past. It’s the same compulsion that Nokia and Microsoft has had to reel from.

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