What is brand-building? Ramdev's swadeshi message at Goafest kick-off

Patanjali is now recognised as an aggressive brand, with a turnover of Rs 100 billion and counting

A man who built his company’s fortunes on the strength of his marketing skills, brand building might seem easy, but during his keynote address at Goafest, Ramdev, co-founder of fast-moving consumer goods major Patanjali, said many times that he had struggled with it. The annual advertising, marketing and media festival began on Thursday.

“What is brand-building?” he said to a room full of delegates and professionals from both Indian and multinational companies, advertising and media agencies, production and entertainment firms at the Grand Hyatt here.

The yoga guru-turned-entrepreneur started Patanjali, an ayurvedic firm, along with Balkrishna, a decade ago. On Thursday, he