Pursuits
India's Bearded Yogis Are Snatching Sales From Global Brands
- Unilever loses market share as local brands tap retail trend
- Colgate now sells charcoal-infused toothbrush to compete
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They have bushy beards, a preference for loose-fitting robes, hundreds of millions of devotees -- and a line of consumer products. Meet the Indian gurus behind the brands challenging some of the planet’s biggest companies.
Baba Ramdev, Ravi Shankar, Gurmeet Ram Rahim Singh and Jaggi Vasudev are among yoga and spiritual leaders lending their names to everything from honey and herbal remedies to toothpaste and clothes. With a ready-made clientele from their vast followers, they are helping to tap surging demand in India for natural and ayurveda-based products to challenge the likes of Unilever, Colgate-Palmolive Co. and GlaxoSmithKline Plc.