Ask anyone about Ayurveda and Yoga and the first name that comes to their lips is Patanjali. The brand with Divya Yog Mandir Trust, Patanjali Yogpeeth and Patanjali Ayurved has literally made Yoga and Ayurveda a part of our daily life.
Baba Ramdev through his yoga classes and promotion has allowed us to reclaim our health and Indian wellness culture. He along with Acharya Balkrishna developed the Patanjali Ayurved brand for making Ayurveda and Ayurvedic products a part of out healthy living and diet.
It is time we understood and took lessons from Brand Patanjali, Baba Ramdev and Acharya Balkrishna on how Yoga and Ayurveda connected with mainstream healthcare and wellness.
The HOW factor
It all started in 1995 with the launch of Divya Yog Mandir Trust for the promotion of healthy living through Yoga and Ayurveda. Baba Ramdev and Acharya Balkrishna started small with pharmacies for free consultancies. Ayurveda came closer to people with the treatment. Slowly, Ayurveda benefits became prominent.
Simultaneously, Baba Ramdev started his free Yoga classes. It started garnering attention among the masses looking for desi alternatives for staying healthy. When his Yoga classes started getting televised on national television, it quickly got attention on a pan-India level. His talks on Yoga and Ayurveda during these sessions became a focal point.
The establishment of the Patanjali Yogpeeth Trust in 2006 developed into carrying activities for the promotion of healthcare, education and promotion of Yoga and Ayurveda. They launched two Yogpeeth centres to research and teach Yoga, meditation and pranayama. The second centre is a place for wellness, physiotherapy, naturopathy and more.
Along with promoting it through Yoga camps all over India and on television, Patanjali started providing all those interested with A/V materials which helped people to learn more about Yoga anywhere they felt at ease.
The next step was bringing Ayurveda closer to the people. Patanjali Ayurved catered to the FMCG needs of the masses and created products with Ayurvedic elements. These reasonably priced ‘Made in India’ products were within the reach for the common man.
The expansion of the product range allowed Patanjali to reach the masses and make Ayurvedic influence more on people. Their range included foods, medicines, home and personal care, nutritional offerings, pooja needs, agricultural products and more.
One major angle in the rise of Patanjali products and in turn, Ayurveda, is stocking of the products in Patanjali outlets as well all major and minor supermarkets and stores. It meant the products were easily available and helped people understand the benefits of Ayurveda.
Baba Ramdev and Acharya Balkrishna through Brand Patanjali have ensured that Yoga and Ayurveda will stay with us for ages and changed the mainstream healthcare and wellness sectors.
