Understanding Consumption Populism: The Influence of Business Leaders

July 29, 2025 - 09:24

The rise of populism in politics has spurred significant academic interest, yet the impact of populist business leaders has not been thoroughly explored. This article introduces the concept of consumption populism, a framework that examines how business leaders leverage populist ideologies to influence consumer behavior.

Focusing on the case of Baba Ramdev, a prominent figure in India known for his far-right Hindu-nationalist views and his transition from yoga guru to businessman, the article highlights the dynamics of neo-Swadeshi consumption populism. Ramdev advocates for a return to indigenous products and self-reliance, appealing to national pride and cultural identity among consumers.

By employing Ernesto Laclau’s theories on populism, the discussion reveals how business leaders can shape market trends and consumer preferences by intertwining political rhetoric with commercial strategies. This exploration not only sheds light on the intersection of business and politics but also emphasizes the significant role that populist logic plays in contemporary consumption patterns.