Branding yoga hbr case study

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BRANDING YOGA Introduction Who are the Key Players? People:  Bikram Choudhury  Tara Stiles  Deepak Chopra  Suhag Shukla Bikram Choudhury Professional Yoga Practitioner of Indian origin Founder of the eminent Bikram Studios Tara Stiles Ballet Dancer, Model, Yoga practitioner, and of American origin Deepak Chopra An Indian-born self-help author, and medical doctor Suhag Shukla Managing Director of the Hindu American Foundation Groups:  Hindu American Foundation (HAF) Yoga Journal Demerits:  Commercialization  Patenting Commercialization The Biggest problem with any Branding Patenting Conclusion: Since, the merits outnumber, and outweigh the demerits, Branding of yoga is justified This case study was done by: Vignaesh Muthukumaar Under the guidance of: Prof Sameer Mathur (www.IIMinternship.com) [...]... religions with yoga more than it did Hinduism In 2009, HAF Launched a campaign called “Take Back Yoga- Bringing to Light Yoga s Hindu Roots” Commercialization of Yoga in America Branding Of Yoga In America  Bikram‘s Approach: Hot Yoga  Stiles’ Approach: Strala Yoga Key Issues Is yoga rooted in Hindu philosophy ? Is branding yoga justified ? Has Hinduism lost control of the yoga “brand” ? Is yoga rooted... Foundation The Hindu Advocacy Group in America Yoga Journal Popular American yoga magazine In 2008, almost 16 million people in the U.S were practitioners of yoga Their Practices ranged from meditative to highly athletic styles Net capital of Yoga Journal was $5.7 billion In 2010, the population of Hindus in the U.S was nearly 2 million In 2008, HAF members examined Yoga Journal’s editions Saw no reference... have been antecedents of yoga theories and practices…… Vedas The Bhagavad Gita (circa 300 B.C.E), part of an epic known as the Mahabharata, was a philosophical cornerstone for yoga … EVIDENCE: Written in verse, it was “a yogic teaching… conveyed from guru to student.” Mahabharata  The Yoga Sutras, a series of aphorisms authored by the Indian philosopher Patanjali, were also among yoga s most important... yoga s most important precursors  Dates for Patanjali were unclear, but historians believed the Yoga Sutras were most likely written after the Bhagavad Gita Ashtana Yoga : All of these texts are also sacred to Hinduism  Chopra argued that: Hinduism as a religion came centuries after the foundation of yoga in consciousness And, as history claims… ... Hindu philosophy ? The earliest records of apparent yoga practice were found in Indus Valley archaeological relics that dated to the third millennium B.C.E EVIDENCE: They Included a seal depicting a man seated in lotus posture and a sculpture of a meditating man in lotus These evidences pre-dated some of the earliest texts considered foundational to yoga … The earliest Sanskrit verses (circa 1500-1000 ... Approach: Hot Yoga  Stiles’ Approach: Strala Yoga Key Issues Is yoga rooted in Hindu philosophy ? Is branding yoga justified ? Has Hinduism lost control of the yoga “brand” ? Is yoga rooted in... religions with yoga more than it did Hinduism In 2009, HAF Launched a campaign called “Take Back Yoga- Bringing to Light Yoga s Hindu Roots” Commercialization of Yoga in America Branding Of Yoga In America... only a part of each Is Branding Yoga Justified? Merits:  Awareness  Diversity  Specificity Awareness Branding Provides Branding Yoga in America increased the number of yoga practitioners from