Seems like Ramdev is leaving no industry untrodden. He is soon going to launch Patanjali Jeans in the market. This dude in orange knows what will fetch him money. He understands the popularity of jeans in the country. But, wait! Isn’t that against the Indian culture? Oh, yes… but it will bring in revenue. ‘Okay, so let’s customise it.’ The Patanjali Jeans will be loose so that Indian women can wear them without violating Indian culture.
Ramdev. My early memories of this scantily clad man date back to circa 2005 or so, when I would catch glimpses of him on Aastha TV that my dad used to watch. While I never paid heed to whatever he said, I thought he was either talking about yoga (pranayam) or ranting spiritual things.
A few years later, Patanjali was launched by this baba. There were certain ayurvedic medicines that claimed to cure chronic health problems, including diabetes. Within a short span of time small outlets grew up in corners of our locality. The faces behind those counters were of acquaintances.
Image Credit: dhakatribune
One day, my mom returned home from work grumbling in herself. Usually, those were the times that I used to pretend deaf-and-dumb. My dad mustered the courage, and enquired the reasons of her resentment. The summary was, someone from the other side of the counter of a Patanjali shop had told my mother to stop wasting money on allopathic medicines, and start taking Patanjali alternatives for her health issues, like diabetes, knee pain, and blood pressure. My mom got furious not because she disbelieved in ayurvedic medicine, but because she received unwanted advice. Well, there was another reason too. My mom, somehow, did not like Ramdev, and it was her despise for him that actually infuriated her. It was back then that my mom had said, “This man is a big businessman. And, people like your father spend time watching him on TV.”
Years later, my mother’s prediction had turned true. The author of ‘Search in Secret India’, Paul Brunton wrote in the book, “The holy man fulfils no useful economic function in the country”. A few decades later, Ramdev took it up as a challenge it seems. The discerning man in orange has crafted such a stronghold with a revenue of 5,000 crore INR, that attracting political parties became a cakewalk.
The shrewd businessman started with ayurvedic medicinal products, slowly raising the ladder to give some tough competition to the country’s top FMCG companies, and now slowly burrowing its way to the garment industry. Like Kunal Kamra, the stand-up comedian, says, “Baba Ramdev came in with a different set of principles and agendas. Nobody questioned… because Indians thinks Patanjali products are like prasaad.” If a half-clad person wears orange, then he can possibly sell anything in this country. No matter what, I just wish wearing Patanjali Jeans will stop rapes in the country as often suggested by numerous politicians, and spiritual gurus who are messengers of God. This nuisance of western culture is now in the hands of Baba Ramdev, who is going to revolutionise it for the benefit of mankind.
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