Asia Times
Will competing monks help the BJP regain lost ground?
Uttar Pradesh, India's largest state, is where yoga entrepreneur
Baba Ramdev’s core base is growing and he could be a key player for the
ruling party
The speedy approval came after consumer goods company Patanjali
threatened to move its mega food park from Noida in the northern state
of Uttar Pradesh, citing bureaucratic hurdles.
To retain the mega project worth US$1 billion, the State Cabinet, or
council of ministers, resolved a long pending issue by allowing the
transfer of allotted land between two subsidiaries of Patanjali – from
Patanjali Ayurveda Private Limited to Patanjali Food & Herbal Park
Private Limited.
“The Food Park will enjoy the same incentives as committed to [the] Ayurveda Park earlier,”
said Satish Mahana, the Minister of Industries in Uttar Pradesh.
However, highly placed government officials said only the cabinet
could take such a decision. “Any decision taken at the bureaucratic
level to allow subleasing of the land between sister companies could
have led to allegations of favoritism owing to revenue loss.”
The food park, touted as the biggest in the country, will be spread
across 455 acres and is supposed to generate 10,000 jobs and produce
goods worth $4 billion annually.
The delay in clearances followed by Patanjali’s Managing Director Acharya Balkrishna
tweeting
about shifting the project out of the state was read by many as a rift
between two saffron-robed monks, Ramdev and Uttar Pradesh Chief Minister
Yogi Adityanath.
However, observers said it was just a “friendly fight” for public consumption.
Two saffron monks
Their friendliness is well known in political circles. Ramdev was the
first guest to visit Yogi when he became Uttar Pradesh’s chief
ministerin Lucknow in March last year. That visit lasted four hours.
One day later, Ramdev inaugurated the Yoga Festival in Lucknow where
he showered praise on Yogi and said he wanted to develop the state
“together” with him. He also urged the chief minister to include Yoga in
the school curriculum, which was promptly agreed to by the Uttar
Pradesh government.
Ramdev flew to Lucknow again in December to “congratulate” the chief
minister on the BJP’s good performance in the civic polls. BJP leaders,
however, claimed that Ramdev was a “thorough businessman” and had been
close to every ruling party in order to expand his empire. So his
meetings with Yogi should not be viewed as “personal rapport” with the
chief minister, they said. The party admits that the celebrity Yoga guru
is close to RSS and is on good terms with Prime Minister Narendra Modi.
Win-win situation
To repeat its success in general elections next year, the BJP needs
to perform well in Uttar Pradesh – India’s most populous and politically
significant state which carries the largest number of parliamentary
seats. The party won 75 of the 80 seats there in 2014.
Along with Modi, the party relies heavily on Yogi – the Hindutva’s
poster boy for electoral campaigns who propelled a massive mandate for
the BJP in the State Assembly last year. However, Yogi’s popularity
seems to be on shaky ground on his home turf. Under his leadership, the
BJP has lost three parliamentary seats in recent by-elections, including
Yogi’s parliamentary seat.
On the other hand, Ramdev’s core base is intact, if not growing,
thanks to yoga and his fast-moving consumer goods business, primarily
based on the Ayurved-swadeshi-cows theme, which is similar to the RSS
ideology. The faithful, mostly the middle class, still swear by Ramdev.
That unwavering faith in the leader is the envy of many political
parties.
Ramdev’s ability to blend the spiritual with nationalism and
political rhetoric could make a difference in the 2019 polls, observers
say, just as it did in the 2014 general elections. Uttar Pradesh cannot
afford to lose such a strong campaigner.
Uttar Pradesh, with a huge developmental backlog, needs Ramdev the
businessman as well. Big investors have largely been elusive despite the
all out efforts of Yogi. He has also not succeeded in tackling crime
and corruption, adding up to the anxiety of BJP’s core voters.
Meanwhile, the growing youth population – the median age in the state is 20 – need jobs, which are not in abundance, leading to
heavy migration to other states and
Gulf countries.
Ramdev’s Patanjali promises to train and involve local farmers and
youth in organic farming and dairy farming. The process could create
goodwill for the BJP in rural areas and possibly change the face of
Uttar Pradesh from a “grain producer state” and “cow belt” to a
processed food-maker.
This project, with packaged food verticals, is a shot in the arm for
Patanjali, which aims to capture a 25% share of the Indian consumer
market in the next few years compared to its 14% share at present.
The company’s revenue over the last fiscal year remained stagnant and
it blamed changes in the tax regime. However, its business has boomed
since the BJP took power. Revenues at the consumer goods enterprise are
soaring – from about $156 million in the financial year ending in March
2013 to about $1.6 billion in 2017.
The firm’s products are available in every corner of the country,
including in the canteens of India’s security forces, Parliament and
malls. Patanjali advertisements echo the RSS’ Hindu nationalist ideology
by appealing to consumers’ patriotism and emphasizing the ancient
Indian medicine system Ayurveda.
Ramdev’s official link with the BJP started in March 2013 when he met
its then chief Rajnath Singh in Delhi. Singh offered to support
Ramdev’s vision and asked him to campaign for the party.
The yoga guru campaigned extensively across India to help make
Narendra Modi the prime minister. A fortnight before the elections,
Ramdev invited Modi to Patanjali’s headquarters in Haridwar, in the
neighboring state of Uttarakhand.
In return, BJP leaders endorsed Ramdev’s vision of India, a populism
laced with assertions of ancient Indian glory and nationalism. Yoga is
also being promoted globally and Modi has taken command. The
collaboration is expected to continue at least until the 2019 elections.