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Case Title:

Yoga: An Upcoming Business in US

Publication Year : 2007

Authors: Nilosha Sharma & Ruchi Mankad

Industry: Health Care

Region:US

Case Code: CSR0035A

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
Yoga, an ancient system of exercises aimed at integrating body, mind and spirit originated in India around 500 B.C and was practiced by religious gurus since centuries to enhance health and well-being. Around 1870s, Yoga was introduced in US and became popular as an alternative system of medicine by 1980s. By the turn of the century, 18 millions people practiced one or the other form of Yoga and spent around US$3 billion on yoga and other yoga accessories annually in US. The rising popularity made it to emerge as a lucrative business opportunity and led to the rise of many businesses capitalising on Yoga such as Yoga studios, Yoga retreats, Yoga accessories, Yoga magazines and many others. In US, many yoga practitioners even tried to patent and copyright the original ancient practice of yoga. While the rising popularity of Yoga benefited many, it had raised a looming controversy that the ancient practice was being commoditized. The case attempts to discuss the ethical dilemma of commercialisation of ancient practices.

Pedagogical Objectives:

  • To analyse the trends in the Yoga industry
  • To understand the globalisation of Yoga and its commercialisation
  • To understand the challenges faced by the Indian ancient tradition ‘Yoga’.

Keywords : Corporate Social Responsibility Case Study Yoga, India, US, commercialization, commoditization, ethics, health, exercise, spiritual practice, Service marketing, 7 Ps, Bikram yoga, Yoga Ed, Asanas, challenges, opportunity

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