'The first — feet-touching. When the saffron dhoti- and shawl-clad Ramdev enters the complex, workers abandon their posts, rush out and queue up to touch his feet. The same treatment is given to Acharya Balkrishna, Ramdev's short and stocky, white-robed deputy who notionally owns 96% of Patanjali's shares, and Ram Bharat, Ramdev's tall, strapping and mustachioed brother who manages the company's monies.'
"During meetings, Ramdev sits on a high seat. Everyone else — from the CEO to factory workers — is expected to sit on the floor, below him," says SK Patra, Patanjali's CEO between 2011 and 2014.
For the IIT and IIM-educated Patra, the man who laid the foundations for the company's meteoric rise, and who had a proven track record working with blue-chip firms owned by the Birlas and the Bangurs, this was a source of some tension: it meant that his subordinates viewed him as a gurubhai rather than as their boss. This was one of the reasons why Patra says he eventually left the company in 2014.
'Will any other CEO say something like, "Colgate ka gate bhi band hoga, Pantene ka to pant gila hone wala hai, Unilever ka lever bhi baithega aur Nestle ki chidiya bhi udegi (The gate of Colgate will shut, Pantene will wet its pants, the lever of Unilever will break down, and the little Nestle bird will fly away)," as Ramdev said about his competition in 2016? Or, even that, "Patanjali has become a great brand, I hear. But you've seen nothing yet. There are two things that I have to d
"During meetings, Ramdev sits on a high seat. Everyone else — from the CEO to factory workers — is expected to sit on the floor, below him," says SK Patra, Patanjali's CEO between 2011 and 2014.
For the IIT and IIM-educated Patra, the man who laid the foundations for the company's meteoric rise, and who had a proven track record working with blue-chip firms owned by the Birlas and the Bangurs, this was a source of some tension: it meant that his subordinates viewed him as a gurubhai rather than as their boss. This was one of the reasons why Patra says he eventually left the company in 2014.
'Will any other CEO say something like, "Colgate ka gate bhi band hoga, Pantene ka to pant gila hone wala hai, Unilever ka lever bhi baithega aur Nestle ki chidiya bhi udegi (The gate of Colgate will shut, Pantene will wet its pants, the lever of Unilever will break down, and the little Nestle bird will fly away)," as Ramdev said about his competition in 2016? Or, even that, "Patanjali has become a great brand, I hear. But you've seen nothing yet. There are two things that I have to d
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