Branding Yoga
-
Upload
sameer-mathur -
Category
Marketing
-
view
37 -
download
1
Transcript of Branding Yoga
Branding “Yoga”
I guarantee you, yoga will compete with computers, music, sports, automobiles, the drug industry.
Yoga will take over the world!
-Bikram Choudhury.
Isn’t that surprising?
Yoga is not an exercise
anymore.
Its an industry!!!
Yoga journal pegged the industry, including classes,Merchandise, and vacations at a whooping $5.7 billion.
In 2008,
Yoga started turning to A
Commercial entity.
Preference was given to “Yoga” alone,
Rather than its history.
This worried its owners
Indians!!!!
was concerned about this.
An intensive claiming campaign
was launched
Its goal was,To make everyone
acknowledge,that Yoga has its roots
in Hinduism.
And this grew Big.
Deepak Chopra criticized,
“Hindus and Indians have an ax to grind. We have tendency to claim ownership of almost everything,
Especially when it goes back to ancient times.
Indian government had already begun to catalog 1500 yoga poses in digital library
to avoid someone claiming its copyrights.
But one thing to be admitted!!
Without this marketing culture of the U.S,
Yoga wouldn’t be where it is now.
History of Yoga
Earliest records of yoga were found,In Indus valley archeological relics.
Patanjali, and Indian Philosopher Wrote about
Ashtanga Yoga
Baghavad Gita was the philosophical cornerstone
Of Yoga.
All these texts were sacred to Hindus.
But some Historians argued, ” Yoga predated Hinduism.”
One historian said ,
“ Technically Yoga is a part of three ‘world religions’, Hinduism, Buddhism, & Jainism.
Types of yoga,
Yoga comes to America.
Vivekananda,Was the
First to bring Yoga toAmerica.
Margaret, daughter of Woodrow Wilson
VisitedIndia to learn yoga
Indira Devi, a Latvian actress,Started teaching yoga.
Published Light on Yoga.
BikramYoga
Bikram was a Yoga championSince he was at age 13.
He won National Yoga ChampionFor four consecutive years.
Bishnu Ghosh Was his Guru.
At first he went to Japan
Where he invented his technique of
Yoga practice inHeated room.
In 1971, he arrived in U.S.
He started teaching in spas,Then he started his studio.
Bikram yoga classes instructed26 asanas and 2 breathing exercises
He began to charge money for that,Which was unusual at that time,
His firstCopyright.
In 2002,He decided to patent the bikram
Style of hot yoga with music.
He started sending notices to studios, For violation of copyright.
By 2003,Bikram had more than
700 studios in 220 countries.
In 2003,Open source yoga university
Filed a suit againstBikram that his patents are invalid.
In 2006,India govt responded to this case By catalog of 1500 yoga poses into
Traditional Knowledge Digital Library.
By 2011 bikram started earningOver $5 million dollar per year.
Bikram continued to Hunt down perceived copycats
And send cease-and-desist letters.
Tara Stiles
Practiced yoga since childhood.
A model and ballet dancer.
Disliked the way of yoga at that time.
Decided to practice alone.Continued dancing.
Joined Ford modelling agency.
Started videos of yoga teaching.
Quit ford in 2007.
Started using facebook, To promote the yoga classes,
She taught out of her apartment.
Hired as blogger by
In 2008, started Strala Yoga
Her concept was,
Stile started making yoga “cool”.
She is improvising, breaking rule,adding music; in our minds
Connecting with later generations.
New way to get closer to public.
IN 2010,She wrote a book.
After working with Jane Fonda.
Re-Introduced her fitness brand.
Team Fonda, a group of yoga Instructors
All these things madeHAF think thatIndia is loosing
Yoga from its hands.
Started Take Back Yoga
campaign
Created a lot of buzz in the society.
An event at Princeton University,“The Politics of Yoga”
Happened.
Things discussed were,1.Definition of yoga
2. Commercialization of yoga3. Validity of yoga whether yogabelong to Hinduism alone or not.
Sheetal Shah of HAF said,
“What we noticed.. was that.. While[Western yogis] are accepting of the fact that
Yoga is rooted in ancient India, There was a tension with calling it Hindu,
Or even accepting the fact that it was rooted in Hindu Philosophy.
Presentation by Phanindra Sura
As a part of internshipUnder the Guidance ofProf. Sameer Mathur
Thank You.