The phenomenal rise of India's Patanjali Ayurveda Ltd, which has upset the strategies of many established cosmetics companies in the country, is credited to its low prices and high quality, as well as an increasing demand for herbal products. Credit is also given to unorthodox marketing techniques backed by the popularity of yoga guru Baba Ramdev, who, despite having no formal relationship with the company, is closely linked to the brand. 'Patanjali' means 'Baba Ramdev' to most Indian consumers.
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