Can Yoga be a Brand?
India Prime Minister Narendra Modi recently petitioned the United Nations for a "geographical indication" making yoga a brand belonging to India. This dovetailed with naming Shripad Yesso Naik "Minister of Yoga," who is promoting yoga, Ayurveda and other traditional teachings in schools, hospitals and government offices. The move appears to be an effort to reclaim yoga from the West.
But can yoga be a brand?
Bikram Choudhury's attempts to copyright his 26-asana sequence upset many people, agreeing with Deepak Chopra, who said, "Yoga belongs to the world."
If yoga is granted brand status for India, what would that mean to those in the West teaching and practicing yoga? You can read more about it