Moral Values

His episodes are viewed by many more number of people than any Balaji serial.

His live shows are always houseful and attended more than any film star's movie though they are scheduled at an unearthly hour of 4 am.

Presidents, elected members in various countries, actors, bureaucrats, ministers all have been his students.

His TV program is broadcast in several continents including Africa, Australia, Asia, Europe and America.

These TV programs and Yoga camps have proved to be immensely popular. Attendance at his yoga camps has been quoted as being as high as 20,000 people. Among the many locations, Swamiji has conducted a yoga camp at Rashtrapati Bhavan - the residence of the President of India and for British lawmakers at the House of Commons in London, UK.

His TV program is broadcast in several continents including Africa, Australia, Asia, Europe and America. Executives at the TV channel Aastha carrying Swami Ramdev's program have reported immense demand for the show. Viewership is quoted as being about 20 million regular viewers
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At each camp, there are staffers from the ICICI Bank and the Punjab National Bank for managing the cash. There's an eight-month waiting period before one can see Ramdev, he's been booked that far ahead by television channels for his live yoga classes each morning. His yoga sessions are beamed live into 170 countries, Everybody agrees he is a phenomenon.

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Simply put, his garden in Hardwar is so vast that you could collapse out of fatigue trying to see all of it in one go. It has 200 acres of planted area with scores of herbs, 56 varieties of basmati rice, and six types of tulsi. It grows all the vegetables and wheat that people in the Divya Yog Trust can eat.

But to think of it

He was born as a child who suffered from paralysis and he has claimed that it was through Yog that he was able to regain the full functionality of his body again.

His father was a farmer in Kalwa village of Narnaul district in Haryana. Ram Kishen was born here and started going to a gurukul when he was four years old. His guru wasSwami Baldev. Ram Kishen wanted to become a sanyasi at the age of four-and-a-half. He has four brothers. One is an army havaldar, second is a farmer, and the third works in the Divya Pharmacy.

The father still walks miles. Apparently the son's fame and riches haven't got to him. In Kalwa, Ram Kishen began doing yoga. He was good at it, and it slowly helped him deal with his deformities. It also helped him deal with his paralysis though he still has a droopy left eye to show for it. At some point, Ram Kishen took off for the Himalayas. He emerged from there as Swami Ramdev.

So what made him what he is-what are the success lessons we can learn from his rise.

Mission

He is a common man but with a "mission" and the mission being "teaching" his disciples the short-cut to live a healthy life and that too without being subjected to any sort of Allopathic and money pressure. Indeed, the method he uses is all backed by the science of physical fitness- physiotherapy.

Passion

He is passionate about sharing the ancient knowledge of Yoga, His day begins at 3 am. Yoga classes begin around 4.30 am. He works for 16 to 18 hours. He sleeps for four to five hours. Lights off at 10 pm, sometimes 11 pm. He has never taken leave. This man is a master of the breath. He has lungs like vacuum pumps, he can chug like an express train, go as still as a grave, suck his stomach so far in that there's no room between the belly and the spine, and contort into shapes resembling a rubber man

Identifying the target audience and their need

His target audience is the common man. He has brought Yoga from the elitist to masses.
The ancient knowledge which ironically got lost amongst the Indians was popularised in western countries by the so called gurus and is India's most famous export.
He packages simple exercises to reduce the common ailment. He especially focuses on pranayama (breathing exercise that can be understood and followed by any lay man and is a super hit).
His awareness of the common ailments and the household solutions by using normally available ingredients as compared to the expensive ailments make him very popular.
Best there are no patents or commercial angles in these. just common, plain simple recipe for treating the ailments like hypertension, diabetes, heart problem, arthritis , thyroid .. etc.

Engaging the target audience

Ramdev knows how to engage and captivate the audience. He does not project himself on a lofty platform and give sermons. He communicates in a manner which makes him a part of the audience.
His Yoga camps though attended by thousands are well organized with proper support and infrastructure.
The teaching is not monotonous and boring but interactive. He repeatedly exhorts the crowd, addressing them, joking with them and sharing some stories and incidents.
He also bashes up the MNCs selling beverages and the allopathic medicines.
He also asks them in real time to tell the benefits of the yoga and thus gain credibility. He is an expert in engaging with the audience and building an emotional connect with them.

Knowing how to leverage the media

Ramdev is a marketer par excellence. He knows the power of media and has been excellent in leveraging it. Hs tie up and association with sanskar channel and now with Astha has brought him to people's home in the remote corners of India.
People instead of going for a walk in the morning station themselves in front of the television and do yoga with him.

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