How Rajiv Bajaj links yoga poses to brand positioning

When it comes to taking a stand, there is indeed none quite like Rajiv Bajaj, the outspoken MD of Bajaj Auto. With yoga too, he shows ways in which he has mastered the art of holding a position.

Bajaj spends 5.5 hours a week on yoga, of which he dedicates a full hour and 45 minutes to the discipline on Sunday alone. "A posture without a sound position is a monkey on the mat. (Similarly) a brand without a sound position is a commodity in the market," he says.

At home in Pune
Bajaj is referring to a version of this message that he sent his yoga teacher Amit Pawar right after nailing a difficult yoga pose.

A keen student of Jack Trout, a pioneer of positioning theory and marketing warfare, Bajaj is often known to quote other marketing gurus such as Al Ries to explain his stratagem on motorcycles and quadricycles. And now, with great balance, the 49-year-old positions his brand theory squarely alongside his observations on yogic postures.


Bajaj with yoga guru BKS Iyengar

Bajaj would surely know firsthand the merits of focused market positioning. In a span of two decades, he has built a few motorcycle brands that are clear winners in a highly competitive market place. Brands such as Pulsar, Avenger and Discover built from scratch, have made a dent in a marketplace that has two heavyweights — Hero MotoCorp and Honda, who leave no two-wheeler to a rival without a good fight.

The two qualities of perseverance and training that went into building his brands came to his aid as he learnt the more challenging postures of yoga under the tutelage of Pawar. His teacher is often the recipient of those thoughts in which he sees a connectedness between yoga and his corporate life.


Bajaj in Phuket

As it turns out, yoga alone does not charge Bajaj’s batteries. Most weekends, the industrialist takes off on a hike to Shivaji’s fort Sinhagad. He completes the traverse in 52 minutes flat, returning rejuvenated and powered with new ideas on work.