Meet Ramdev the marketing guru

From toothbrushes to night suits, from breakfast cereals to body cleansers, there is a spiritual touch in each item up for sale. Consumerism blended with spiritualism, courtesy religious gurus and organisations, is giving companies a run for their money. Yoga guru Ramdev’s credentials as a politician are yet to be established, but his pioneering marketing strategies as head of a Rs 1,100-crore diversified conglomerate are already the subject of case studies.

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