Marketing of Yoga: a Study of ‘Patanjali Yog Ashram’ in Bringing About the Pranayam Revolution

Topics: Marketing, Yoga, Swami Ramdev Pages: 17 (5713 words) Published: August 3, 2010


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 benefit of humankind and eternity. The Yoga Sutras of Patanjali. derived from the Sanskrit root “Yujir Yogey” which means to unite, to yoke, to join, to put together, Yoga is not about mind over body. On the other hand, Yoga is about developing harmony between them. It involves the practice of physical postures and poses, which is sometimes referred to as 'Asana' in Sanskrit. , Yoga makes use of different movements, breathing exercises, relaxation technique and meditation. Yoga is associated with a healthy and lively lifestyle with a balanced approach to life. Another specialty about Yoga is its wide choice of asanas. Depending upon the stamina and overall health, you can choose from the mild pranayams, asanas to high intensity asanas. According to Yogdarshan, “It has been said that when you sit in one of the convenient posture (Asan) and regulate the act of respiration, it is Pranayam.” It is a medication without the actual use of medicines. Moreover, no visible side effects are associated with the practice of Pranayam on a regular basis.

Pran is the creation of Brahma (God), the supreme being. The inherent quality of Pran is "Motion". This quality of Pran is felt. and experienced in Vayu (Air), which is always in motion. The Human body is composed of five elements 1. Akasha (space of vacuity)

2. Vayu (air)
3. Agni (fire)
4. Jala (water) and
5. Prithvi (earth).
From amongst these five elements, Vayu or Air is said to be the essential element, which keeps the body alive and maintains it. This air, when inspired in the body by the process of breathing is called Pran.

Pranayam were there in Text Books for long time but, no one from the common mass in India did have access to it for the techniques for practicing them 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". This gave birth...
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