When one of India’s foremost news magazine puts you on their front page then you have certainly arrived. However, when the issue is closely read by stock market analysts who are understanding the dynamics of Indian stock market then there is something happening which is disruptive to say the least and a black swan to say the most. The person in question is Ramdev Baba of Patanjali, the most dynamic businessman in India, who continues to create a complex supply chain of products based on his learnings not from Havard but Haridwar, a pilgrimage site in the foothills of Himalayas. So why are the investors and consumers putting their bets behind this monk, fondly called Baba Ramdev by his followers? And here we enter the heart of the paradox. At one level he is a sadhu, an aesthetic, a monk and as a monk he has to leave his family, adopt a new name, and live a frugal life in a monastery or ashram as it is called in India. In these Ashrams the monks are usually engaged in religious practices, reciting hymns, offering prayers, doing rituals, doing meditation and reading religious scriptures. Ashrams have Hindu devotees coming to them for listening to religious discourses of the monks and conduct religious activities. Baba Ramdev has done all this and continues to do so, yet paradoxically, surprisingly and astonishingly he has been able to use the ethos and working principles of ashram ecosystem to create Indias’s most ruthless, ambitious and expansive business organization with global ambitions. He himself is one the richest men in India.

The leader may not be able to speak to each of his followers on an individual basis.
Yet the followers recognize him as the leader and look up to him. In such a case where individual communication is not possible the mannerisms and style of speaking of the leader, allow the employees to get a glimpse of their leader. This fulfills to some extent the emotional need to connect with the leader. It also forms the basis for them to make an understanding of their leader. The larger social political environment of a country also has an impact on the expectation of the followers. In case of India the politico-social environment has seen as a lot churning with the coming of a right wing conservative party to center stage. The public discourse has shown inclination towards blunt, statement of fact approach rather than diplomatic and political correct statements. For an excerpt of media report read Exhibit 4 that points to this fact (http://www.business-standard.com/article/current-affairs/arnab-srepublic-
hints-at-mainstreaming-right-wing-opinion-as-a-business-117012600235_1.html). The leader’s mannerism needs to factor in these aspects as he/she may use sub- lingual cues to communicate with his/her followers.
The leader may conduct themselves in a manner that is in sync with the macro environment of the organization. This may lead to a wider acceptance of their leadership style. If a leader’s conduct is perceived in a positive light then he/she may be able to generate more trust with the followers. After having established the core symbols of leadership and how they are being used we shift our focus to Patanjali the firm and Baba Ramdev the leader....

Case Study Questions 

1. How did Baba Ramdev emerge as a leader, even though he does not possess the symbols of leadership which are usually employed?
2. Are use of symbols important in framing leadership as applied to the case study?
Why/why not?
3. Based on the material presented here and other publically available information, were the strategic choices exercised by Baba Ramdev in framing the Patanjali narrative effective?
4. Discuss the strategic choices exercised by Patanjali’s leadership in dealing with the institutional environment?