Marketing of Yoga: a Study of ‘Patanjali Yog Ashram’ in Bringing About the Pranayam Revolution
MARKETING OF YOGA: A STUDY OF ‘PATANJALI YOG ASHRAM’ IN BRINGING ABOUT THE PRANAYAM REVOLUTION
ABSTRACT:
The research paper is based on studying various marketing strategies put in place by ‘Pitanjali Yog Ashram’ led by ‘Swami Ramdev’ in bringing about the ‘Pranayam Revolution’. ‘Pitanjali Yog Ashram’ removed the veil of darkness; and the mystery of Pranayam is unfolding itself to the common masses not just in India but across the globe. No one can help admiring the simplicity of the techniques for practicing the different ‘Pranayam’ which were there in text books for long time but, not everyone did have access to it for the techniques of practicing them as they were very complex. There were also some words of caution attached to such instructions, as ‘any deviation from the practicing techniques would cause immense harm to a person’. But the ‘Pitanjali Yog Ashram’ has done a tremendous job in breaking this concept of fear in masses by presenting it by adopting various marketing strategies for the welfare of the mankind and at the same time fulfilling his dream project of setting up ‘Pitanjali Yog Ashram’. The paper studies the application of those strategies by ‘Pitanjali’ in selling the concept of ‘Yoga’ to the masses. The paper also brings forth the innovative marketing techniques being deployed by the Swami to develop ‘Yoga’ as a product.
Keywords: Yoga, Swami Ramdev, Pranayam Revolution, Pitanjali Yog Ashram
As the Bhagavad-Gita says,
“A person is said to have achieved yoga, the union with the Self, when the perfectly disciplined mind gets freedom from all desires, and becomes absorbed in the Self alone.” Yoga is a 5000 year old science whose teachings were first imparted not in a classroom or Gurukul, but on the battle field. In the epic Mahabharata, the sage, Lord Krishna is first said to have imparted the teachings of Yoga to his despondent student Arjuna. Around 1500 years later, another sage, Patanjali, went on to enunciate, for the
ABSTRACT:
The research paper is based on studying various marketing strategies put in place by ‘Pitanjali Yog Ashram’ led by ‘Swami Ramdev’ in bringing about the ‘Pranayam Revolution’. ‘Pitanjali Yog Ashram’ removed the veil of darkness; and the mystery of Pranayam is unfolding itself to the common masses not just in India but across the globe. No one can help admiring the simplicity of the techniques for practicing the different ‘Pranayam’ which were there in text books for long time but, not everyone did have access to it for the techniques of practicing them as they were very complex. There were also some words of caution attached to such instructions, as ‘any deviation from the practicing techniques would cause immense harm to a person’. But the ‘Pitanjali Yog Ashram’ has done a tremendous job in breaking this concept of fear in masses by presenting it by adopting various marketing strategies for the welfare of the mankind and at the same time fulfilling his dream project of setting up ‘Pitanjali Yog Ashram’. The paper studies the application of those strategies by ‘Pitanjali’ in selling the concept of ‘Yoga’ to the masses. The paper also brings forth the innovative marketing techniques being deployed by the Swami to develop ‘Yoga’ as a product.
Keywords: Yoga, Swami Ramdev, Pranayam Revolution, Pitanjali Yog Ashram
As the Bhagavad-Gita says,
“A person is said to have achieved yoga, the union with the Self, when the perfectly disciplined mind gets freedom from all desires, and becomes absorbed in the Self alone.” Yoga is a 5000 year old science whose teachings were first imparted not in a classroom or Gurukul, but on the battle field. In the epic Mahabharata, the sage, Lord Krishna is first said to have imparted the teachings of Yoga to his despondent student Arjuna. Around 1500 years later, another sage, Patanjali, went on to enunciate, for the
References: 3. Gardner, Burleigh B. and Sidney J. Levy (1955), "The Product and the Brand." Harvard Business Review, 33, (March-April), 33-9. 4. Kapferer, Jean-Noel (1997), Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page, London. 5. Kumar Anil, (2007), 'Baba Rains Blessings As Doc Yields To Yoga Salve ' HT: Dhn-bokaro live,Hindustan Times, 31st March 2007, pg 1 6 7. Ramdev Swami(2007), 'Imagine The India That Can Be ', HT: Dhn-bokaro live,Hindustan Times, 9 th October 2007, pg 1-2 8