Baba Ramdev shows power of local consumer kings

The secret of the group's success is complex. Ramdev, the public face and co-founder of the brand, rose to prominence on television practising breathing exercises and his related business has since grown by word-of-mouth.

The maker of ayurvedic toothpaste and edible oils, founded in 2006, has also received big discounts on land acquisitions in states controlled by the ruling Bharatiya Janata Party in the three years since Prime Minister Narendra Modi came to power.