Yoga, Ayurveda, Spiritualism and Vedas are the identities of India in the world. Somehow, Indians had lost their identities over a period of time. In making yoga a popular term, Baba Ramdev’s contribution is phenomenal. He adopted a new way of marketing the healthcare products through yoga practice and got success in changing the mindset of not only Indian customers but also globally, to do yoga for inner peace and his products for external benefits. Baba Ramdev developed the Patanjali brand and promoted the same to the health-conscious Indian masses through its products. The Patanjali brand products were positioned in such a manner that they proved their efficiency and benefits to Indian consumers through their cost benefits and health advantages. This particular tendency was responsible for developing a very small brand Patanjali to compete with big brands like P&G and HUL, and in healthcare market also, he had captured the share from Cipla and Ranbaxy brands. Baba Ramdev realized that the product should be “Made for India” for it to succeed in this market as well as globally, and he chose to attract people with Swadeshi quality products. Marketing through spirituality and emotions related with health has become a significant topic of discussion as it affects the consumption behavior of people. Therefore, spiritual organizations are launching and selling their own products for the customers to capture the market (Kumar et al., 2014).
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