Senior Journalist Kaushik Deka‘s “Baba Ramdev Phenomenon: From Moksha to Market” published by Rupa Publications India promises to be a gripping read.
Deka has captured the journey of Baba Ramdev in an in-depth analysis of his life.
The author of the book, Kaushik Deka is a Senior Associate Editor with India Today. He hails from Tihu, a sleepy town in lower Assam. An alumnus of the Indian Institute of Mass by Communication (IIMC), New Delhi , Deka has earlier co-authored the book The Secret Killings of Assam.
This is the first book to offer an in-depth look into the world of Baba Ramdev. It also explains the successful collaboration between Baba Ramdev and Acharya Balkrishna which has led to Patanjali Ayurved‘s massive success.
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The extract from the book says, “Patanjali Ayurveda has turned out to be the most disruptive force in the Indian FMCG market…it witnessed a whopping annual growth of 146% in the fiscal year 2016, grossing a turnover of $769 million.”
In 1965, in the small village of Saidalipur in Haryana , a baby boy was born to a marginal farmer who considered him as “the most precious gift from God”. There were hardly any celebrations as people had to get on with their lives.
Little did they knew that this very boy will go ahead to redefine the meaning of the ‘Detached lifestyle’.
One might say that this detachment was the result of the poverty and hardship the family had to suffer during that period, but three decades later, that boy is now known as Baba Ramdev and he still practices the same philosophy even after gathering an unimaginable wealth of approx. Rs. 10,000 Crores. The Yoga Guru and the co-founder of Patanjali Ayurved Limited and Patanjali Yogpeeth.
The book “The Baba Ramdev Phenomenon” provides a detailed account of Baba 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.
This book also provides the first look into Baba’s Ramdev‘s meteoric rise.