The term “sharbat jihad” reveals a calculated effort to provoke. By co-opting language often used to describe religious conspiracies and applying it to consumer goods, Ramdev amplifies existing societal fault lines. The strategy to polarise and win customers. A report by Bijoy Patro
In India’s increasingly volatile landscape of politics, religion, and commerce, few figures have mastered the art of staying in the headlines quite like Baba Ramdev. A self-styled yoga guru- turned-business magnate, Ramdev has once again ignited public and legal uproar – this time by dragging a century-old summer drink into the trenches of communal politics.
Earlier this month, while promoting Patanjali’s newly launched rose sharbat, Ramdev alleged, without directly naming it, that money from a competing brand, widely inferred to be Hamdard’s Rooh Afza, was being used to build mosques and madrasas. “If you drink that sharbat, madrasas and mosques will be built. But if you drink Patanjali’s rose sharbat, gurukuls will be built, Acharyakulam will expand, Patanjali University will grow,” he said. The controversy only intensified when he likened this supposed phenomenon to “sharbat jihad,” drawing comparisons with “love jihad” and “vote jihad”, terms often associated with conspiracy theories propagated by right-wing groups.
The remarks sparked outrage across civil society and the political spectrum and prompted legal action from Hamdard Laboratories, the 119-year-old manufacturer of Rooh Afza, who called Ramdev’s statement defamatory and communally charged. On April 22, the Delhi High Court, visibly shaken by the content of the video, termed Ramdev’s comments “indefensible” and “shocking to the conscience of the court.” Justice Amit Bansal directed Patanjali to take down all related videos and social media posts immediately.
Not a slip, but a strategy
While Ramdev’s supporters often defend his controversial outbursts as slips of the tongue or products of emotional spontaneity, critics suggest a more calculated motive. “This wasn’t an offhand comment made in jest. It was part of a promotional campaign,” said a media strategist and former ad agency executive who wished anonymity. “When your brand strategy includes communal messaging, you’re not selling a product—you’re selling ideology.”
Indeed, the timing of the remarks, coinciding with the launch of Patanjali’s rose sharbat, suggests that the controversy may have been engineered to create buzz and corner the market, especially during the peak summer beverage season. “Ramdev understands the value of outrage. In the crowded Indian market, visibility is everything. And few things travel faster than controversy,” said the media strategist.
It’s a model Ramdev has returned to repeatedly. From claiming that Patanjali products cure chronic diseases like diabetes and asthma to his infamous declaration that allopathy is “a stupid science,” Ramdev has walked a fine line between influence and illegality. Courts have reprimanded him. Medical associations have protested. Yet, each time, the attention seems to work in his favour, keeping Patanjali relevant in both news cycles and shopping lists.
Courtroom reprimand and legal consequences
The Delhi High Court’s response to Ramdev’s “sharbat jihad” campaign was swift and stern. “I couldn’t believe my eyes and ears,” Justice Bansal said during the hearing. Senior Advocate Mukul Rohatgi, representing Hamdard, argued the video amounted to hate speech under the guise of commercial expression. The senior advocate said this wasn’t just brand defamation, but communal provocation as the issue went beyond disparagement and was “akin to hate speech,” aimed at creating communal discord. “It must be removed!” he asserted.
The court ordered Patanjali to file an affidavit confirming that no such future statements or promotions will be made. Ramdev’s counsel, Rajiv Nayar, assured the bench that all offending content would be taken down and insisted that Patanjali does not endorse any religious bias.
But the court wasn’t satisfied with vague assurances, as Justice Bansal said that Ramdev could hold his opinions in his head, but can’t express them, reiterating that freedom of expression does not extend to speech designed to incite religious tensions.
Justice Bansal said that Ramdev’s remark “shocks the conscience of the court, this is indefensible”. The court also instructed Patanjali to file a compliance affidavit and scheduled the next hearing for 1 May.
Hamdard, meanwhile, is seeking a permanent injunction, damages of ₹2 crore, and a formal apology from Ramdev and Patanjali.
Congress leader, Digivijaya Singh sought FIR against Ramdev
Earlier, senior Congress leader Digvijaya Singh approached police for registration of an FIR against Ramdev, accusing him of spreading religious hatred through his purported statement on “sharbat jihad”.
The politics of the personal brand
Baba Ramdev’s journey from an ashram in Haridwar to the boardrooms of India Inc. is remarkable not just for its scale but for its savvy blending of cultural identity with commercial enterprise. Patanjali Ayurved, which began in 2006, now spans FMCG goods, health supplements, personal care, and even apparel and education. Its appeal is rooted in a promise to revive Indian traditions and challenge Western dominance.
But Ramdev’s politics have always been entangled with his business goals. His public image – a mix of swadeshi fervour and spiritual authority – has granted him an unusual latitude in public discourse. “There’s a reason why Ramdev feels emboldened to say such things,” said a sociologist at JNU. “He speaks to an audience that sees nationalism and consumer choices as intertwined. It’s not just about what you buy, but who you support when you buy it.”
Yet, this blending of faith, nationalism, and commerce has also made Ramdev a lightning rod for controversy. In 2021, his promotion of a COVID-19 drug called ‘Coronil’ claimed it was certified by the WHO – an assertion quickly debunked and condemned by the Indian Medical Association. The incident led to legal proceedings and eventually, a forced public apology.
Ramdev’s controversy playbook
This isn’t an isolated case. Ramdev’s history of clashes with regulatory bodies and courts is extensive. From misleading health advertisements to labour law violations at his Haridwar manufacturing plant, Patanjali has repeatedly run afoul of India’s legal system. In February 2024, the Supreme Court issued a contempt notice after Ramdev continued to promote false health claims despite previous court warnings.
Consumer rights activists say that the cycle of controversy, condemnation, and capitulation has become the Baba’s standard practice. “He makes a wild claim, gets slapped with a notice, offers an apology, and moves on. Meanwhile, his product will have gone viral. It is marketing disguised as martyrdom.” In other words, ambush marketing.
Even the term “sharbat jihad” reveals a calculated effort to provoke. By co-opting language often used to describe religious conspiracies and applying it to consumer goods, Ramdev amplifies existing societal fault lines. The strategy isn’t just to win customers, but to polarise them and win their allegiance.
The bigger picture
As India navigates a tense socio-political climate, controversies like these are no longer isolated incidents. They reflect a deeper trend where brand wars now come cloaked in ideological battles. What is sold is not just soap or sharbat, but identity, allegiance, and belonging.
Baba Ramdev is not just selling beverages. He is selling a worldview, one where buying Patanjali isn’t just about health or taste, but about standing up for a particular version of Indian culture. And as long as that strategy pays dividends, the controversies may well continue.
It remains to be seen whether the courts will draw a firm line, or whether the market will reward the provocation.
As India continues to grapple with a fraught communal climate, voices like Ramdev’s – cloaked in spiritual authority yet driven by market ambition, pose serious questions about accountability and ethics. When business leaders act as provocateurs, using identity politics as a sales strategy, the cost is borne not just by their competitors, but by the social fabric of the nation.
