Branding Yoga Case Solution

Introduction

The practitioners of Yoga in the U.S. were almost$16 million by 2008. Yoga is a physical, mental and spiritual discipline, which originated from India. Yoga became successful in the U.S under Hindu American Foundation (HAF). According to Yoga Journal, the Yoga industry was able to raise $5.7 billion. The HAF was headed towards making the yoga followers concerned about the origination of yoga that it was not concerned with Hinduism. The followers were the practitioners due to Yoga's outcomes. Consequently, HAF enlightened that the roots of yoga belong to Hindu culture. The article published by the director of HAF in order to depict the foundation of yoga that belongs to Hindu culture. The yoga in U.S spread widely through the Bikram Choudary, the founder of Bikram Yoga studio classes. Under the U.S. copyright law, Bikram has positioned the evolution of the poses in his classes. Another founder of the studio, Tara Stiles, has proposed classes of the Strala Yoga. Moreover, the public schools of the U.S have even startedsome classes for yoga taught by Tara Stiles. The evolution in yoga classes by the experts of yoga, Bikram, and Tara, requires tremendous efforts in order to raise the industry of yoga in the U.S.

The founders were, thus, stimulated to launch the campaigns that could create awareness of the yoga foundation among the U.S practitioners. The website of HAF thus, published a paper which revealed the belonging of yoga to Hinduism.

Background of Yoga

The history of yoga is associated with Indus Valley archaeological residue. The word "Yoga" is derived from "Yoke". The word ‘Yoke’is derived from the word "Yuj" which means "Union." The current theme of the yoga was initiated during 1500 – 1000 B.C.E. Moreover, there have been numerous kinds of Yoga out of which Hatha yoga has revolutionized. Hatha Yoga exercised with the postures of physics and breathing positions. As per the history, the formation of Yoga was based on three religions; Hinduism, Buddhism, and Jainism. Modernized Yoga has a background of yoga that contains Jnana Yoga which means yoga for knowledge, Bhakti yoga means yoga for devotion, Raja Yoga means mental meditation cultivation and Karma Yoga comprises of Yoga of service.

Key issues

It is expected that there are several key issues regarding branding Yoga as well as there are several issues with respect to the origin of Yoga. Following are the key issues in order to brand Yoga.

Branding of the Yoga justified or not.
Origin of Yoga.
Control of Hinduism over Branding the Yoga.

It is expected that the number of Yoga practitioners is increasing continuously in India, the US and in other developed countries. As Yoga exists since a long time, therefore it is considered as a religious and spiritual practice, as a result, justification of the branding of Yoga is a key issue which determines that its branding is an appropriate option in order to increase the number of Yoga practitioners and in order to create awareness about Yoga.

It is expected that Yoga is a tradition of certain nations and it has always been a continuous practice for Hindus. As the number of Yoga practitioners is increasing all over the world even in the US, therefore there are several issues among Yoga trainers with respect to the origination of Yoga and in order to understand the basic purpose of Yoga there is a need to identify the roots of Yoga and it is expected that the roots of Yoga are embedded in Hindu Philosophy. Therefore, the Hindu trainers consider Yoga as their intellectual property. Many practitioners, writers and the members of the HAF pretend that the practitioners of other countries stole Yoga from them and so wrote several articles for the Washington Post and for New York Times regarding of Yoga and the famous campaign ‘Take Back Yoga.'..............

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