A presentation on Harvard Business Case - "Branding Yoga".

1. Branding “Yoga”

2. I guarantee you, yoga will compete with computers,
music, sports, automobiles, the drug industry.
Yoga will take over the world!
-Bikram Choudhury.

6. Yoga journal pegged the industry, including classes,
Merchandise, and vacations at a whooping $5.7 billion.
In 2008,

9. Indians!!!!

13. And this grew Big.

14. Deepak Chopra criticized,

15. Indian government had already begun to
catalog 1500 yoga poses in digital library
to avoid someone claiming its
copyrights.

16. But one thing
to be admitted!!

18. History of Yoga

24. All these texts were sacred
to Hindus.
But some Historians argued,
” Yoga predated Hinduism.”

25. One historian said ,
“ Technically Yoga is a part
of three ‘world religions’,
Hinduism, Buddhism, &
Jainism.

26. Types of yoga,

28. Vivekananda,
Was the
First to bring Yoga to
America.

29. Margaret, daughter of
Woodrow Wilson
Visited
India to learn yoga

30. Indira Devi, a Latvian actress,
Started teaching yoga.

31. Published
Light on Yoga.

32. Bikram
Yoga

34. Bishnu Ghosh Was his Guru.

35. At first he went to Japan
Where he invented his
technique of
Yoga practice in
Heated room.

36. In 1971, he arrived in U.S.
He started teaching in spas,
Then he started his studio.

37. Bikram yoga classes instructed
26 asanas and 2 breathing exercises
He began to charge money for that,
Which was unusual at that time,

40. He started sending notices to studios,
For violation of copyright.

42. In 2003,
Open source yoga university
Filed a suit against
Bikram that his patents are invalid.

43. In 2006,
India govt responded to this case
By catalog of 1500 yoga poses into
Traditional Knowledge Digital Library.

47. Practiced yoga since childhood.
A model and ballet dancer.

48. Disliked the way of yoga
at that time.
Decided to practice alone.
Continued dancing.

49. Joined Ford modelling agency.
Started videos
of yoga teaching.

50. Quit ford in 2007.

51. Hired as blogger by

52. In 2008, started
Strala Yoga

53. Her concept was,

55. New way to get closer to public.

56. IN 2010,
She wrote a book.

57. After working with Jane Fonda.

58. Team Fonda, a group of
yoga Instructors

59. All these things made
HAF think that
India is loosing
Yoga from its hands.

61. An event at
Princeton University,
“The Politics of Yoga”
Happened.

62. Things discussed were,
1.Definition of yoga
2. Commercialization of yoga
3. Validity of yoga whether yoga
belong to Hinduism alone or not.

63. “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.

64. Phanindra Sura

65. Thank You.