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MNCs find Yoga Guru Ramdev’s ‘multinationals dangerous’ campaign a ‘gimmick’

Patanjali, whose turnover was not officially known being a private, unlisted enterprise, recently said its income during 2015-16 was Rs 5,000 crore, with a target of Rs 10,000 crore in 2016

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Baba Ramdev and PM Narendra Modi. Wikimedia

New Delhi, August 16, 2016: While on one hand, Prime Minister Narendra Modi is promoting ‘Make in India’ and actively seeking foreign investments, on the other hand, Yoga guru Baba Ramdev is openly attacking multinationals, calling their products “dangerous” in a concerted ad campaign.

MNCs are terming the campaign a marketing gimmick, but they can’t entirely ignore it either, as Ramdev’s consumer products empire is rapidly growing and challenging their bottom lines.

At stake is a piece of the $40 billion processed food industry, growing annually at 11 percent per year. Stakeholders hope the government will eventually crack down on the “misleading” advertisements of the Baba Ramdev-led Patanjali, whose top brass is considered close to the powers that be.

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“We live in a democratic nation, where the consumer is king. The consumers decide what is good and what is bad for them,” said Sagar Kurade, President, All India Food Processors’ Association (AIFPA), reacting to the advertisements.

“This country has a policy in place where any multinational company is free to invest in the food processing sector and any domestic company is free to grow, considering the rules and regulations associated with the sector are adhered to,” Kurade told IANS.

Patanjali Yogpeeth, Wikimedia Commons
Patanjali Yogpeeth, Wikimedia Commons

In a promotional by Patanjali on 104.0 Fever FM, Baba Ramdev is himself leading the charge.

“Hair oils have cancer-causing mineral oils, biscuits and noodles have refined flour, drinks have a cold drink (aerated drinks) and liquor, food items are adulterated, cosmetics have chemicals. These products and foreign companies are dangerous for us and our country,” he says.

“Since they take the country’s wealth outside and don’t do any charity work here, the alternative is Patanjali’s pure and home-produced campaign, the main aim of which is charity and patriotism. Adopt Patanjali and give economic freedom to our country.”

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Such an advertising campaign comes close on the heels of India relaxing its foreign equity norms to allow 100 per cent investment in trading of food products that’s manufactured or produced inIndia, including sales through e-commerce, to cut wastage, check price rise and help farmers.

“In a vibrant economy — whether a domestic company is trying to become a multinational or a multinational is trying to capture the domestic market- they are free to compete against each other,” Kurade said.

Baba Ramdev is now a business professional like any other company. He’s promoting his brands. If the outlook was that only Indian products will be sold, then there are a number of Indian companies — Dabur and Emami are Indian companies,” added Amit Dhanuka, CEO of Kejriwal Bee Care India.

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“This is just a marketing gimmick and nothing else,” added Dhanuka, a past President of AIFPA.

“There has already been a complaint against him (Baba Ramdev) the way he has been advertising and it is just a matter of time before the government will become harsh on him. This is something which is momentary and with time people will understand and all the image he has built will wane.”

Patanjali spokesperson S.K. Tijarawala defended the campaign. “Modi is the head of the government and free to keep the government’s view. I don’t think there’s any bar on trading and dealing with Indians,” he said, alluding that allowing foreign equity does not bar the domestic industry.

Patanjali Logo, Wikimedia Commons
Patanjali Logo, Image source: Wikimedia Commons

Both Kurade and Dhanuka, as also other stakeholders IANS spoke to — most of whom requested anonymity — felt that a large market like India cannot be dented by a single company, more so as it is dominated by small-scale units and the unorganised sector.

“The fact of the matter is that almost 75 percent of the food processing industry is small- and medium-sized enterprises sector driven. Big companies are primarily competing for 25 percent of the market share,” said Kurade.

But the market for big players is also not small either. Patanjali, whose turnover was not officially known being a private, unlisted enterprise, recently said its income during 2015-16 was Rs 5,000 crore, with a target of Rs 10,000 crore this year.

In contrast, the operating income for the Indian arm of Nestle — that has a presence in this country for over 100 years — was a little over Rs 80,000 crore last calendar year, while for Britannia, which was set up around 125 years ago, it was around 8,500 crore in 2015-16.

Dhanuka also made a technical point on the Food Safety Standards Authority of India (FSSAI).

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“He (Baba Ramdev) is showing his products are approved by FSSAI. The fact is it doesn’t approve a product. It is a regulatory body. It comes out with different standards. As an Indian company, it (Patanjali) should follow them. Every company follows those regulations, not just Patanjali.”

Without going into the specifics of any issue, Patanjali’s Tijarawala said there was a need for an institution that trades in home-grown products and uses the profits for the development of the country.

“They (foreign companies) are taking the profits with them and that is of no use for India. Our country will strengthen only when we promote trade in the country by promoting and manufacturing of swadeshi (home-grown) goods. This will also generate employment,” he said.

Asked if this did not go against the government’s policies, Tijarawala said: “We don’t have any differences with the government. Let them bring FDI. Let them push ‘Make in India’. That’s their job. Our job is to strengthen our people by providing opportunities. Where is the controversy?” (IANS)

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What’s Common in Several Bollywood Divas? Find it out Here

Deepika Padukone: If you want to have a svelte figure like Deepika Padukone, then the formula is a mix of cardio, gym, dance and yoga

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What ties Kareena Kapoor Khan, Deepika Padukone, Shilpa Shetty Kundra, Jacqueline Fernandez and Alia Bhatt together? Their love for yoga.

The Bollywood divas credit their fitness level to their yoga routine. IANS takes a look at the stars who took to yoga and inspired many others to follow suit.

* Kareena Kapoor Khan: It is known that Kareena’s fitness journey is a result of yoga, exercise and a strict meal plan. She first stunned one and all with her ‘size-zero’ look in “Tashan”, and continues to set fitness goals with her workout regime. The actress might not be on social media, but images and videos giving a glimpse into how she adds yoga to her regime have surfaced on the social media making one thing clear — she is super-focused on getting fitter each day.

* Shilpa Shetty Kundra: For many, she is the poster girl for yoga. She has yoga DVDs, a YouTube channel of her yoga clips, and a fitness app, where she has a #MindItYogaProgram.

On her love for yoga, Shilpa had told IANS: “One of the very important things that yoga has taught me is to be emotionally secure and stay centered and connected to myself… Yoga helps to align our body’s chakras and strengthen our inner confidence. Once you are emotionally strong, how people perceive you, does not affect your personality. Yoga is the need of the hour.”

* Bipasha Basu: She is a yoga freak, and has several yoga DVDs and videos to prove it. In fact, Bipasha along with husband and actor Karan Singh Grover, gives couple goals by doing couple yoga. She says “he is a true Yogi. My inspiration everyday”.

* Alia Bhatt: She is another celebrity who practices yoga regularly. It is believed that she practices ‘Ashtanga yoga’ at least two times in a week, and also credits yoga for her glowing skin and toned physique.

* Malaika Arora: She has been inspiring everyone for long to add yoga into their lifestyle — and her social media is a testimony to it. “Yoga is a way of life that motivates you, grounds you, tones you mentally and physically, makes you mindful and invokes a feeling of happiness in you,” said Malaika, who co-founded Diva Yoga, and has invested in yoga and wellness startup SARVA.

* Jacqueline Fernandez: She likes to call herself ‘Yogini’, and says yoga is an integral part of her life. The actress holds yoga sessions and uses her social media to share images doing yoga, especially pole yoga.

Deepika Padukone and Kangana Ranaut
Deepika Padukone and Kangana Ranaut. (IANS)

“In the past couple of years, yoga has slowly become an integral part of me, and I am so proud of how far I have come… It has been 10 years in Bollywood and million points to yoga, for being my ultimate stress-buster,” Jacqueline said.

* Kangana Ranaut: Yoga is the secret behind Kangana’s toned figure. The “Queen” star has been practicing yoga for a while now and expressed her love for the ancient Indian art in an interview to a magazine. She said: “Yoga is a gift and I actually think that I have survived due to it. Through meditation, pranayam and yoga postures, I could vent out a lot of restless energy.”

* Deepika Padukone: If you want to have a svelte figure like Deepika Padukone, then the formula is a mix of cardio, gym, dance and yoga.

* Sonam Kapoor: Her fitness mantras include yoga, work out and pilate. Opening up about her struggle to lose weight, Sonam had shared that yoga helped her achieve the goal.

“I pushed myself too hard at spin classes, did power yoga for hours at a stretch, and developed an unhealthy relationship with food. Some weeks, desperate to drop a couple of kilos, I would simply not eat,” she said.

* Mouni Roy: She became an Internet sensation — thanks to her yoga poses. Recently, she posted a series of yoga videos of her trying out various asanas of the fitness regime — setting fitness goals for many.

Other stars who practice yoga regularly include names like Lara Dutta and Bhagyashree.

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Deepika Mehta, who has trained Alia, Jacqueline, Katrina Kaif, Aishwarya Rai Bachchan, Priyanka Chopra Jonas and Deepika, and is associated with Tata Sky’s value added service – Tata Sky Fitness, says yoga makes one’s quality of life better.

Mehta said: “In today’s world finding a mindful practice is very important for people because we have so much distraction, technology and stress. The technique of yoga gives you distance from the stress of your life and helps to calm your body and mind. Yoga is extremely important for a healthy life as it gives you a great sense of health and fitness.” (IANS)