Frontline special

Selling spirituality

Print edition : October 13, 2017

Baba Ramdev addressing the annual press conference of Patanjali Ayurved Ltd in New Delhi on May 4. Also in the picture is Acharya Balkrishna, managing director of the company. Photo: R.V. Moorthy

Whether it is FMCG products, breathing techniques or yoga and meditation “programmes”, spiritual entrepreneurs like Baba Ramdev satisfy a varied set of consumer demands in the spirituality market, all for a price.
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