This is a HBR case analysis of the case "Branding Yoga". It has been done under the guidance of Professor Sameer Mathur, IIM lucknow.

1. BRANDING YO
A HBR CASE STUDY ANALY

2. What is Yoga?

3. The sanskrit wordYoga came from root ‘yuj’, Meaning
“union”.
TheYoga Sutras, written by Patanjali, considered to
be yoga’s most important precursor.

4. Yoga
Raja
Yoga
Bhakti
Yoga
Karma
Yoga
Jnana
Yoga

5. Modern day Yoga –
A brand and a multi-billion dollar
industry valued at $5.7 billion in 2008

6. CASE STUDY–
2 Different people and their approach to
BRANDYOGA

7. Bikram Choudhury

8. Founder of BikramYoga in America.
HisYoga style and technique in hot
classrooms were patented as Bikram style
which included asana and breathing
exercise.

10. TARA STILES

11. A former model and ballet dancer.
Opened a studio Strala Yoga and made Yoga
cool for the younger generation.

14. OpenSourceYogaUnity(OSYU)filedasuitagainstBikram,claimingthat
hiscopyrightsandpatentswereinvalid,andthatyogacouldnotbe
copyrighted
Belief-Posescan’tbetreatedasprivateproperty.

15. TraditionalKnowledgeDigitalLibrary-
Indiangovt.respondedtoBikram’spatentsbyassembling
historiansandscientiststocatalog1500yogaposesfoundin
ancientSanskrit,urdu,persian.
Objective-tokeepothersfromfollowingbikram’sexample.

16. HinduAmericanFoundation-
Launchedacampaign–“Takebackyoga–BriningtoLight
Yoga’sHinduroots.
Objective–toacknowledgetheconnectionbetweenHinduism
andyoga.“YogaisbutoneofHinduism’sgreatcontributionsto
humanity”.

17. DEBATEContinued…

18. DISCUSSIONHAPPENED….

19. ADicussionwasheldbetweenSheetal
ShahofHAF,TaraStiles,andothersat
PrincetonUniversityonthetopic“Politics
ofYoga”.

20. SheetalShahsaid“Whatwenoticed...wasthat...while[Western
yogis]areveryacceptingofthefactthatyogaisrootedinancient
India,therewasatensioncallingitHindu,orevenacceptingthefact
thatitwasrootedinHinduphilosophy.

22. ShouldYogabecommercialized/brandedorbe
practicedasafreeform?

23. ShouldYogabefreefromreligiousconnectionsorbeassociatedwith
Hinduism,Christianity,Jainism,Buddhismoranyotherreligion?

24. There should be a middle ground between branding and keeping it as a
free form.
Yoga should be branded and publicized but not patented and restricted ,
its essence and naturality should be maintained.
It should not have any interference with any political or religious groups
which will make it more complicated and restricted.

26. Yogaisrootedtoearlyhinduoriginsbutitshouldnotassociatedwithany
religion.
Yogashouldbepromotedasabrandsothatitisaccessibletoalarger
audienceandbringpeopleofdifferentoriginstogetheronasameplatform.
DifferentBrandsalsogivesdifferentchoicestovarioussegmentofthe
population.
Effectivemarketingandbrandingshouldbedonesothatthebenefitsofyoga
canbeutilizedbyallthesectionsofthesociety.

27. TheHAFtryingtobrandyogaandassociatingitwithHinduism
willfailinthewesterncountries.
Theycaninsteadusethevedasinscribedin“SuryaNamaskar”.
Inanutshell,brandingofyogacannotbestopped,itisaccording
toindividualpreferencesastowhattypeofyogatheywantto
perform,whetherthe“hotyoga”byBikramyoga,secularyogaby
stralaormeditation.

29. Acommercializationofyogaisindeedneededbutacoolness
factorwillmakeitmoreappealingtotheyoungergeneration.
Yogashouldnotbeinvolvedinpoliticalorreligiousmatters.
Brandingofyogashouldbedonebuttheposesandasanas
shouldnotbepatentedandcopyrighted.

30. Creditshttp://yogaisyouth.com/wp-content/uploads/2012/12/Intro-to-Yoga-Small-For-Web.jpg
http://wallpapersinhq.com/images/big/yoga-1426447.jpg
http://static.hothdwallpaper.net/51afaa7677b4c40164.jpg
http://tarastiles.com/wp-content/uploads/2014/06/REEBOK_TARA-STILES_PR-PORTRAIT_-8.jpg
http://www.thetimes.co.uk/tto/multimedia/archive/00351/yoga_12_351932b.jpg
http://www.opendoorwayreflections.com/wp-content/uploads/2014/10/problems-1.jpg
http://www.tkdl.res.in/tkdl/images/tkdl-logo1.jpg
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http://blogs-images.forbes.com/steveolenski/files/2014/09/bigstock-Challenges-Road-Sign-3530978.jpg
http://happyeaters.net/gfile/75r4!-!HFIJEM!-!zrzor45!-!NGFGNDFM-RPLQ-HLKP-ONFQ-PJNIGKENPFNH!-!72y1nq/tumblr_mb9z4raobn1qduh58o1_1280.jpg
http://images.mapsofindia.com/my-india/2015/01/commercialization-of-yoga.jpg
http://uvmbored.com/files/2011/08/Debate.jpg
http://media-cache-ak0.pinimg.com/736x/75/fa/33/75fa333a071db0da0c75dd331fed36a5.jpg
http://biz-store.com/wp-content/uploads/2013/02/conclusion-introduction-starter-plenary.jpg
https://c2.staticflickr.com/4/3507/4081427228_1e52a107e3_z.jpg?zz=1

31. Created By :-
Soham Nayak , NIT Calicut
Internship with Prof Sameer Mathur, IIM
Lucknow
www.IIMinternship.com