Gurugram: Controversial Dera Sacha Sauda leader Gurmeet Ram Rahim Singh, currently on a 40-day parole, launched his e-commerce platform as well as its mobile application under the title ‘MSG All Trading’ earlier this month, in a move to expand the Dera’s business operations.
With it, he launched an organic mustard oil under the MSG brand name, derived from the initials of Dera gurus Mastana, Satnam, and Gurmeet.
Ram Rahim, who has been in prison, serving a 20-year sentence, after his conviction for raping two female disciples in 2017, has been released on parole and furloughs as many as 14 times, staying out of jail for a total of 326 days. His latest parole began 4 August.
The Dera began to market its products worldwide in 2016, a spokesperson confirmed, adding that Ram Rahim’s launch of the e-commerce site and app on 19 August marked the beginning of its online marketing initiative.
“Guru ji’s” (Ram Rahim’s) conviction in 2017 disrupted the business, but it again picked up only after a few months, when the dera resumed its activities, the spokesperson said.
The About Us section of the website, www.msgstores.in, describes the product repository as “your trusted destination for premium, organic products that embody purity and quality.” “Launched 19 August 2025, alongside our mobile app and organic mustard oil, our e-commerce platform brings a vast range of household essentials—groceries, edible oils, ghee, cosmetics, healthcare items, and more—directly to your doorstep,” it reads, adding that the platform is accessible in English, Hindi, Arabic, Bengali, Hebrew, and Japanese.
“We aim to serve customers across India and globally, upholding our commitment to eco-friendly production and the well-being of our farmers and communities. At MSG Stores, we strive to elevate your daily living with authentic, high-quality products rooted in the rich heritage of Punjab and Haryana,” the website adds.
The spokesperson told ThePrint that the products will reach the consumers’ doorsteps. “Each product has the image of our beloved Guru ji on it, representing trust and quality,” the spokesperson explained.
He said the raw material for the products came from some Dera-controlled farms where farmers, who benefit from the Dera’s business, maintain stringent organic standards.
The company claims its products adhere to international quality standards. It also meets everyday consumer needs.
Ram Rahim’s face, prominently displayed on the mobile app with every product, consolidates his brand as the main figure of the MSG business.
According to the spokesperson, the platform is an extension of the dera’s product line, launched in 2016 with 151 products, including basmati rice, pulses, and biscuits, and encouraging “swadeshi” consumption.
The online venture capitalises on Dera Sacha Sauda’s previous initiative in the food and consumer goods sector, which has made it a rival to Baba Ramdev’s Patanjali brand. In 2016, the Dera claimed to have opened approximately 150 outlets and had dealership proposals from nations such as the United Kingdom, the United States, Australia, Canada, and Germany.
Due to the curbs on public gatherings, Ram Rahim now talks to devotees and sermonises at virtual ‘satsangs,’ where he often points out the Dera’s successes, including its business ventures.
(Edited by Madhurita Goswami)