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THE SOFT
POWER OF YOGA
Hot or cold, yoga has become the world's most famous fitness
regime. After all, it does have a day ...
Contd…
Harshil Karia, Founder, SchbangIs yoga India's greatest cultural Export?
In the world of cultural heavyweight expor...
Contd…
Raghu Bhat Co-founder, Scarecrow
Is yoga India's greatest cultural export?
I asked a couple of people when I was in...
Contd…
How can India reclaim yoga as a cultural branding asset?
People might know that yoga originated in India but the as...
Contd…
Harish Bijoor, Founder, Harish Bijoor Consults Inc.
Is yoga India's greatest cultural export?
Absolutely . Yoga is ...
Contd…
Prashant Singh Director, sports & fitness marketing, Reebok India
Is yoga India's greatest cultural export?
It's no...
Contd…
How can India reclaim yoga as a cultural branding asset?
It never went away. What happened was developed countries ...
This platform has been started by Parveen Kumar Chadha with
the vision that nobody should suffer the way he has suffered
b...
Our views have increased the mark of the
4,18,000
 Thank you viewers
 Looking forward for franchise, collaboration, part...
Contact us:- 011-25464531, 9818569476
E-mail:- nursingnursing@yahoo.in
The Nurses and attendants staff we provide for your...
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The soft power of yoga

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The soft power of yoga

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The soft power of yoga

  1. 1. THE SOFT POWER OF YOGA Hot or cold, yoga has become the world's most famous fitness regime. After all, it does have a day in the year dedicated to it. Yesterday the world celebrated International Yoga Day, millions across the planet hit the mats, some in groups of tens and hundreds, while others practiced yoga at home with the television tuned to a channel broadcasting Baba Ramdev's sessions. This resurgence in interest, thanks in large part to the efforts of the Prime Minister , in this ancient Indian physical, mental and spiritual practice has put the cultural spotlight back on India. But are we making the most of it? We ask some industry experts... The Nurses and attendants staff we provide for your healthy recovery for bookings Contact Us:-
  2. 2. Contd… Harshil Karia, Founder, SchbangIs yoga India's greatest cultural Export? In the world of cultural heavyweight exports, Bollywood is like the Congress old-world, what the world knows us by and yoga is like the BJP new to power (or oscillating at least) and catching a lot of attention. How can India reclaim yoga as a cultural branding asset? Let's look at the world's great cultural exports: America fast food, Russia vodka, Germany cars. They have one thing in common big businesses have been built on the back of them. And these big businessesbrands accentuate the country stereotype. The best way to reclaim brand yoga is for India to encourage more yogapreneurs and hope that at least 3-4 of those become global brands. The Nurses and attendants staff we provide for your healthy recovery for bookings Contact Us:-
  3. 3. Contd… Raghu Bhat Co-founder, Scarecrow Is yoga India's greatest cultural export? I asked a couple of people when I was in Spain recently what comes to mind when they hear `India'.Their replies yoga, Taj Mahal and masala! (Not Bollywood, not cricket) India's spirituality and mystique have always found takers in the West. (From Mark Twain to Albert Einstein!) Yoga was a way to sample that spirituality. There are many reasons why yoga has blossomed. The biggest (and this might sound a bit simplistic) is that yoga is a world-class product! It was not a fad! It is inexpensive, devoid of side effects, can be practiced even by the elderly (unlike cross-country biking or swimming) and visibly improves physical and mental fitness in a short time. Also, the remarketing of yoga to the West started more than 100 years ago, with Swami Vivekananda and Sri Aurobindo. Today's proliferation is a result of that. Even later, yoga had highly charismatic brand ambassadors and endorsers Mahesh Yogi to Madonna to Bikram Choudhury who attracted media coverage and made it even more mainstream. Today, yoga is also seen as preventive and curative that has led to its adoption by fitness freaks, always on the lookout for something new (this is a big segment in Europe and America) as well as doctors recom mending it to patients. The Nurses and attendants staff we provide for your healthy recovery for bookings Contact Us:-
  4. 4. Contd… How can India reclaim yoga as a cultural branding asset? People might know that yoga originated in India but the association definitely needs to be rein forced and strengthened. Celebrating the International Yoga Day is a great idea. Creating a spectacular monument dedicated to yoga in India and a few cities in the world could also be considered. Yoga tourism in states should be encouraged to attract higher number of foreign travelers. It might make sense to create a global campaign whose objective is to reinforce the link between yoga and India. The Nurses and attendants staff we provide for your healthy recovery for bookings Contact Us:-
  5. 5. Contd… Harish Bijoor, Founder, Harish Bijoor Consults Inc. Is yoga India's greatest cultural export? Absolutely . Yoga is India's biggest and best to date export. Nothing can match the width and depth of this export. The beauty of it is the fact that yoga is a thought. A thought that operates in public domain. Its origin is from India, but its application is universal. That gives scope for people to adopt and adapt. To an extent, every yoga is a different one today . Different countries have adapted it to their convenience. I think after the idea of Shunya (zero) yoga is the biggest one. How can India reclaim yoga as a cultural branding asset? The International Yoga Day is a good start. India needs to re-own yoga. There is an immense opportunity for India to rebrand itself as the land of Kamasutra and yoga. This would be soft branding for a nation that is today considered a powerhouse of businesses of the future. Yoga must evoke India in its every articulation. The visual, aural and indeed sensorial articulation of yoga needs to subliminally and overtly convey India. India needs to wear yoga on its sleeve, just as yoga needs to wear India on its sleeve. The Nurses and attendants staff we provide for your healthy recovery for bookings Contact Us:-
  6. 6. Contd… Prashant Singh Director, sports & fitness marketing, Reebok India Is yoga India's greatest cultural export? It's now India's greatest cultural export. Prime Minister Narendra Modi has brought yoga back on the global stage, and created a kind of buzz around the Indian origins of yoga on an international platform. People here have always related yoga to tradition and old ways but not as a fitness regime. Global markets adopted it differently, it saw yoga as a fitness trend. Today, it's been modernised and made more fun and lively. The Nurses and attendants staff we provide for your healthy recovery for bookings Contact Us:-
  7. 7. Contd… How can India reclaim yoga as a cultural branding asset? It never went away. What happened was developed countries like the US and UK started adopting yoga as a fitness practice and we made strong statements about how yoga is rooted in India. We are proud of that fact. But we couldn't commercialise yoga, nor did we give it due importance. The latest movement has everybody talking about yoga again. Not about reclaiming yoga, but making yoga a vital holistic fitness regime for all, and we are leading the way. This new buzz around yoga has energised people and accelerated its adoption here and in international markets. The Nurses and attendants staff we provide for your healthy recovery for bookings Contact Us:-
  8. 8. This platform has been started by Parveen Kumar Chadha with the vision that nobody should suffer the way he has suffered because of lack and improper healthcare facilities in India. We need lots of funds manpower etc. to make this vision a reality please contact us. Join us as a member for a noble cause. The Nurses and attendants staff we provide for your healthy recovery for bookings Contact Us:-
  9. 9. Our views have increased the mark of the 4,18,000  Thank you viewers  Looking forward for franchise, collaboration, partners. The Nurses and attendants staff we provide for your healthy recovery for bookings Contact Us:-
  10. 10. Contact us:- 011-25464531, 9818569476 E-mail:- nursingnursing@yahoo.in The Nurses and attendants staff we provide for your healthy recovery for bookings Contact Us:- We are also available on Justdial New Delhi.

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