India's Open for Indian Business

Unlikely tycoon Baba Ramdev leads a new wave of jingoistic marketing.

At first sight, Baba Ramdev looks like the world’s oddest tycoon -- and with his infectious, lopsided grin and bright saffron robes, surely the most harmless. But India’s favorite yoga teacher has expanded his presence beyond the country’s multitude of religious channels, which are full of his sermons, and even its news channels, where he’s a strong supporter of the Hindu nationalist government of Prime Minister Narendra Modi.

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