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INDVSTRVSNovember 9, 2017

Ascetics (colloquially known as babas) in India are re-inventing themselves as business gurus. The well-known baba Ramdev has not only become the de facto brand ambassador of yoga in India and abroad, he is also powering Patanjali Ayurved, an FMCG brand which has disrupted the mojo of deep-pocketed domestic and global giants.