Baba Ramdev founded Patanjali, the multi-crore-rupee giant built on questionable claims of ‘miracle cures,’ has finally faced consequences for its reckless practices in the Supreme Court. While the court currently has only demanded an apology for misleading advertisements, this incident severely undermines the BJP government’s mission of establishing India as a global AYUSH (Ayurveda, Yoga, Unani, Naturopathy, Siddha, and Homoeopathy) leader.
In 2022, the launch of the Global Centre for Traditional Medicine in Jamnagar by Prime Minister Narendra Modi and WHO chief Tedros Ghebreyesus, gave hope that traditional medicines will go through the same rigour of data, research, and evidence based results as western medicine. However, in the short term, manufacturers have conveniently used the pro-Ayush climate and the “India as a Hub” narrative to peddle dubious products with extravagant claims. And Patanjali has been the chief beneficiary.
In 2021, the company’s co-founder Balkrishna was worth $2.3 billion (approximately ₹19,000 crores). In 2021, in a public statement, founder Ramdev said that the Patanjali Group, including Ruchi Soya, was on track to becoming the largest FMCG player in the country this year overtaking Hindustan Unilever. The Haridwar-based company crossed the ₹30,000-crore revenue mark in 2020-21 compared to HUL’s revenues of ₹45,311 crore.
Patanjali peddled their Coronil kits as a COVID “cure”, raking in a whopping ₹250 crores in just four months, selling 25 lakh Coronil kits.
Taking full advantage of Covid chaos, Patanjali targeted vulnerable populations with comorbidities. They falsely advertised cures for diabetes, glaucoma, goitre, hypertension, and cholesterol. Every institution – media, marketing agencies, regulators, even the Ayush Ministry – has played a role in emboldening Patanjali.
History of defiance and contempt: A timeline
2022: The Indian Medical Association (IMA) filed a writ petition against Patanjali for maligning allopathy and falsely claiming its ayurvedic products could cure various diseases.
November 2023: Patanjali assured the Supreme Court they would discontinue misleading advertisements. Yet, Baba Ramdev held a press conference refuting such claims and instead blaming modern medicine practitioners.
December 2023 – January 2024: Patanjali continued placing questionable ads in mainstream media, leading to contempt proceedings.
May 2024: The Supreme Court pulled Patanjali up for continued misleading ads online for products with suspended licenses. Patanjali’s half-hearted apologies and dragging of feet have repeatedly forced the Court’s hand, culminating in a criminal complaint filed by the Uttarakhand government.
Systemic Failures: The mind boggling case of Rule 170
The government’s efforts to regulate misleading advertisements for traditional AYUSH products, which began in 2017, have faced significant industry resistance. As per media reports, in December 2018, the Central Government amended the Drug and Cosmetic Rule by inserting Rule 170. This rule, framed in consultation with the technical board Ayurvedic Siddha and Unani Drugs Technical Advisory Board (ASUDTAB), required all Ayush advertisements to obtain prior clearance from state licensing authorities to curb false claims. However, following industry pressure, the Union Government later suspended Rule 170.
Industry groups argued Rule 170 hindered the government’s vision of promoting AYUSH, claiming existing laws like the Drugs and Magic Remedies (Objectionable Advertisements) Act of 1954 were sufficient. Critics counter that the 1954 Act is reactive, allowing damage to be done before punitive action is taken, unlike Rule 170’s preventative approach.
The AYUSH Ministry’s 2023 directive to states to halt Rule 170 enforcement in Patanjali’s case was exposed during the Court hearing. It’s only now the government has promised to revoke the letter.
This incident highlights a disturbing pattern where industry influence may jeopardize public health safeguards.
Without the tireless efforts of individuals like Dr. KV Babu, Patanjali’s case might never have gained traction. His relentless communication with the Ayush Ministry and PMO ultimately forced intervention, leading the Uttarakhand state licensing body to revoke licences for Patanjali products.
Where is the hearing headed?
The next hearing is scheduled for May 14. The Supreme Court, with Justices Hima Kohli and Ahsanuddin Amanullah on the bench, took a broader stance against deceptive advertising. Recognizing the power of celebrity endorsements, the court emphasized their responsibility.
“Advertisers, advertising agencies, and endorsers are equally responsible for issuing false and misleading advertisements… They have to take responsibility,” the court declared, citing the Central Consumer Protection Authority (CCPA) guidelines.
The court stressed that influencers must protect the public’s trust, especially regarding health and food products.
To protect consumers, the Court issued interim orders requiring a self-declaration from advertisers before publication or broadcast. “We don’t want to make it difficult for advertisers to advertise. We only want to make sure there is responsibility.”
The bottomline:
The Supreme Court’s decision to expand the scope of this case, while well-intentioned, risks letting Patanjali off lightly, with a mere slap on the wrist. This isn’t just about false advertising; it’s a tale of systematic exploitation, institutional complicity, and blatant disregard for the law.
Making an example of Patanjali is imperative to rectify the damage inflicted on India’s AYUSH vision.
While PM Modi’s endeavor to position India as a traditional medicine hub is laudable, the Patanjali fiasco reveals how corporations exploit this momentum, undermining AYUSH’s credibility, jeopardizing public trust and discouraging genuine seekers of traditional treatments. Regaining that trust won’t be easy.
