Filmmaker Vikram Gandhi is a young East Coast American from an Indian family. He is astonished by the success of Eastern-style gurus in the wealthiest parts of the world. As an experiment, Gandhi learns the tricks of the yoga trade, dresses himself as a guru, lets his beard grow, adopts a thick accent, and sets off under the name Kumaré to the desert city of Phoenix, Arizona. There, he quickly gathers a group of followers around him, whom he teaches to meditate to catchphrases such as "Be all that you can be." The tone of Kumaré remains lighthearted throughout. Despite taking his disciples for a ride, much in the style of Sacha Baron Cohen's character Borat, he always treats them with kindness and sympathy. Gandhi/Kumaré stitches the narrative together with a matter-of-fact commentary recorded after the event, never disclosing to what extent he became wrapped up in his role as wise spiritual Indian leader. In a world Kumaré conceives as pure illusion and a product of our inner eye, the filmmaker raises the question of whether the part he plays means he has become illusion incarnate. And this triggers the question in the viewer's mind of whether what is apparently a fake documentary actually hides a deeper truth.