Branding yoga hbr case study

BRANDING
YOGA



Introduction


Who are the Key Players?


People:
 Bikram Choudhury

 Tara Stiles
 Deepak Chopra
 Suhag Shukla


Bikram Choudhury
Professional Yoga Practitioner
of Indian origin
Founder of the eminent
Bikram Studios


Tara Stiles
Ballet Dancer, Model,
Yoga practitioner,
and of American origin

Deepak Chopra
An Indian-born
self-help author,
and medical doctor


Suhag Shukla
Managing Director of the
Hindu American Foundation


Groups:
 Hindu American Foundation (HAF)
Yoga Journal


Hindu American Foundation
The Hindu Advocacy
Group
in America


Yoga Journal
Popular American
yoga magazine



In 2008, almost 16 million people in

the U.S were practitioners of yoga
Their Practices ranged from
meditative to highly athletic styles
Net capital of Yoga Journal was
$5.7 billion
In 2010, the population of Hindus in
the U.S was nearly 2 million



In 2008, HAF members examined Yoga Journal’s
editions

Saw no reference to Hinduism, or its Philosophy

Concluded that it associated other religions
with yoga more than it did Hinduism

In 2009, HAF Launched a campaign called
“Take Back Yoga-Bringing to Light
Yoga’s Hindu Roots”


Commercialization of
Yoga in America


Branding Of Yoga
In America
 Bikram‘s Approach: Hot Yoga

 Stiles’ Approach: Strala Yoga






Key
Issues


Is yoga rooted in
Hindu philosophy ?
Is branding
yoga justified ?
Has Hinduism
lost control of
the yoga “brand” ?


Is yoga rooted
in Hindu
philosophy ?