The soft power of yoga

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...
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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.
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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.
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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.
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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.
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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.
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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.
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