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The Branding of YOGA

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Yoga is India’s gift to the modern world. Maharishi Patanjali, who is known as the Father of Yoga, marshaled 195 Yoga sutras that became the foundation of Yoga philosophy and a gift to the world. On this International Yoga Day, here are a few facts about YOGA you would like to know. From a simple practice for a healthy life, it has gone on to become a brand!

AND IT’S UN APPROVED!

How happy does it make you feel, when a global organization like the United Nations, recognizes your culture and practices it. To mark the day, a display of yoga postures via laser beam light were projected on to the wall of the United Nations office.

WHAT COMES TO YOUR MIND WHEN YOU THINK ABOUT YOGA?

The first thing that comes to mind is Baba Ramdev and his brand Patanjali. Baba, also known as the Yoga Guru, has a big hand in promoting Yoga, in simple words he has created a brand around it.

Baba, became the face of Yoga, when in 2003, Aastha TV began featuring him in its morning yoga slot. There he proved to be telegenic and gained a large following.  A large number of people, celebrities from India & abroad started attending his Yoga camps. He has taught yoga to a number of celebrities like Amitabh Bachchan and Shilpa Shetty in India.

BRAND PATANJALI- A GIFT OF YOGA?

Correct marketing techniques and proper visibility is equal to a successful brand. It was in 2006, when Baba’s popularity was at the peak and people had started following his Yoga practices and using his natural medicines that he founded his own brand- Patanjali Ayurvedic, which gave tough competition to established brands like Dabur and Himalaya drugs.

Baba’s popularity in Yoga helped him become a successful FMCG marketer. According to a company official, sales in early March 2016 were 45 billion (US$670 million) with monthly sales of 5 billion (US$75 million)– 5.5 billion (US$82 million).

BABA’S MASTERSTROKE IN BRANDING YOGA!

Patanjali Yogpeeth is an institute founded for the promotion and practice of Yoga and Ayurveda. It has two Indian campuses, Patanjali Yogpeeth I and Patanjali Yogpeeth II in Haridwar, Uttarakhand. In addition to India, other locations for the institute include UK, US, Nepal, Canada and Mauritius.

Baba Ramdev established the Patanjali Yog Peeth (UK) Trust in 2006, with the aim of promoting yoga in the UK. To extend PatanjaliYogpeeth, he also acquired the Scottish island of Little Cumbrae.

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