Baba Ramdev built a business empire out of mass yoga camps and ayurvedic products. But is his pious traditionalism a mask for darker forces?

By Robert F. Worth, feature for NYTimes Sunday Magazine, July 24

[....] Ramdev has been compared to Billy Graham, the Southern Baptist firebrand who advised several American presidents and energized the Christian right. The parallel makes some sense: Ramdev has been a prominent voice on the Hindu right, and his tacit endorsement during the landmark 2014 campaign helped bring Prime Minister Narendra Modi to power. He appeared alongside Modi on several occasions, singing the leader’s praises and urging Indians to turn out for him. Ramdev has called Modi “a close friend,” and the prime minister publicly lauds Patanjali’s array of ayurvedic products — medicines, cosmetics and foodstuffs. Although Modi campaigned heavily on promises to reform India’s economy and fight corruption, there were frequent dog whistles to the Hindu nationalist base, some of them coordinated with Ramdev. A month before Modi’s landslide victory, a trust controlled by Ramdev released a video in which senior leaders of Modi’s party, the Bharatiya Janata Party (B.J.P.), including the current ministers of foreign affairs, internal security, finance and transportation, appeared alongside him with a signed document setting out nine pledges. These included the protection of cows — animals held sacred in Hinduism — and a broad call for Hindu nationalist reforms of the government, the courts, cultural institutions and education. After Modi won, Ramdev claimed to have “prepared the ground for the big political changes that occurred.”

But Ramdev is far more than a useful holy man. Even beyond his political patrons, Ramdev is the perfect messenger for a rising middle class that is hungry for religious assertion and fed up with the socialist, rationalist legacy of Jawaharlal Nehru, India’s first post-independence leader. Ramdev has led vastly popular campaigns against corruption, donning the mantle of swadeshi, or Indian economic nationalism, to cast foreign companies as neocolonial villains. In a sense, Ramdev has changed Hinduism itself. His blend of patriotic fervor, health and religious piety flows seamlessly into the harder versions of Hindu nationalism, which are often openly hostile to India’s 172 million Muslims [....]