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Commercialization of yoga: Boon or bane?

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New Delhi: Thousands of participants performs Yoga during a full dress rehearsal for the International Yoga Day at Rajpath in New Delhi on June 19, 2015. (Photo: IANS)
Thousands of participants performs Yoga during a full dress rehearsal for the International Yoga Day at Rajpath in New Delhi on June 19, 2015. (Photo: IANS)

New Delhi: From the tranquil environs of a forest or mountains, yoga is now increasingly moving to air-conditioned enclosures within homes, fitness centres or attractive resorts. While commercialization has surged the popularity of yoga, glamourising it to suit modern taste, this has also taken away the authenticity of the age-old discipline, say experts.

Nupur Sikka, director of Ganga Kinare, a riverside boutique hotel in Rishikesh – a city touted as ‘World Capital of Yoga’ and home to many ashrams and spiritual gurus – feels that “commercialization has both positive and negative impact”.

“We really need to treasure the traditional yoga style and maintain its authenticity rather than mixing up different styles of yoga,” Sikka told IANS.

The origins of yoga – which helps in physical and mental well-being – have been speculated to date to pre-Vedic Indian traditions. Later, yoga gurus from India introduced the discipline to the west. It is estimated that 250 million people around the world practice yoga, over 20 million of them in the US.

It has evolved into forms like hot yoga, power yoga, Ashtanga yoga and more.

Now, with the world ready to celebrate International Yoga Day on June 21 – proposed to the UN by by Prime Minister Narendra Modi and accepted with acclamation – experts hope its popularity gets a further boost.

“The affirmation coming from one of the highest offices in the country surely helps people shed their cynicism and develop an honest inquisitiveness. The fact that Modi himself is a trained yoga practitioner has further helped in promoting yoga,” Manisha Kharbanda, a 28-year-old practitioner and proponent of yoga for almost two decades, told IANS.

Kharbanda, who founded BrahmYog, a Patiala-based initiative committed to spread the benefits of yoga, stressed that “yoga is an education and commercialization of any type of education is not good”.

There are some, like IT training company Koenig Solutions, who give free yoga classes not only to their employees, but also to underprivileged children.

On the flipside, a major benefit of the commercialization of yoga has been the increased accessibility of the practice to the masses. Today, yoga is being offered in more venues, in more styles and of course more teachers, but Kharbanda believes that to keep a check on ensuring the promotion of authentic yoga, certification of yoga teacher from right institute must be a prerequisite.

“The idea of certifying yoga teachers through the ministry of AYUSH will be a welcome step and will ensure that people learn yoga the way it was evolved by our forefathers,” added Kharbanda, who holds four batches of yoga classes everyday.

Also, with the burgeoning popularity of yoga among the young and old alike, it has created space for multiple training centres.

Bikram Yoga, an international chain, has opened its first franchisee in India. For a monthly membership of Rs.6,000 exclusive of taxes or an annual membership of Rs.50,000 plus tax, it is attracting customers.

“Till now, 50-plus people have joined the classes in a period of one month while over 150 have taken a trial and have liked it. Many are eager to join. We have members from various age-groups ranging from 13 to 70,” Bikram Yoga owner Pallavi Aggarwal told IANS.

The fact that yoga is turning out to be a huge business globally is also proven by the variety of designer apparel and practice mats available in the market. And it’s only poised for growth.

“The interest of yoga in western countries is much more than India. In fact, yoga in the west has already taken off… It has much to do with government’s initiative because that is a force which guides people in a certain way,” Navneet, assistant general manager, Kairali Yoga at Kairali Ayurvedic Group, told IANS.

-IANS

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What’s Common in Several Bollywood Divas? Find it out Here

Deepika Padukone: If you want to have a svelte figure like Deepika Padukone, then the formula is a mix of cardio, gym, dance and yoga

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What ties Kareena Kapoor Khan, Deepika Padukone, Shilpa Shetty Kundra, Jacqueline Fernandez and Alia Bhatt together? Their love for yoga.

The Bollywood divas credit their fitness level to their yoga routine. IANS takes a look at the stars who took to yoga and inspired many others to follow suit.

* Kareena Kapoor Khan: It is known that Kareena’s fitness journey is a result of yoga, exercise and a strict meal plan. She first stunned one and all with her ‘size-zero’ look in “Tashan”, and continues to set fitness goals with her workout regime. The actress might not be on social media, but images and videos giving a glimpse into how she adds yoga to her regime have surfaced on the social media making one thing clear — she is super-focused on getting fitter each day.

* Shilpa Shetty Kundra: For many, she is the poster girl for yoga. She has yoga DVDs, a YouTube channel of her yoga clips, and a fitness app, where she has a #MindItYogaProgram.

On her love for yoga, Shilpa had told IANS: “One of the very important things that yoga has taught me is to be emotionally secure and stay centered and connected to myself… Yoga helps to align our body’s chakras and strengthen our inner confidence. Once you are emotionally strong, how people perceive you, does not affect your personality. Yoga is the need of the hour.”

* Bipasha Basu: She is a yoga freak, and has several yoga DVDs and videos to prove it. In fact, Bipasha along with husband and actor Karan Singh Grover, gives couple goals by doing couple yoga. She says “he is a true Yogi. My inspiration everyday”.

* Alia Bhatt: She is another celebrity who practices yoga regularly. It is believed that she practices ‘Ashtanga yoga’ at least two times in a week, and also credits yoga for her glowing skin and toned physique.

* Malaika Arora: She has been inspiring everyone for long to add yoga into their lifestyle — and her social media is a testimony to it. “Yoga is a way of life that motivates you, grounds you, tones you mentally and physically, makes you mindful and invokes a feeling of happiness in you,” said Malaika, who co-founded Diva Yoga, and has invested in yoga and wellness startup SARVA.

* Jacqueline Fernandez: She likes to call herself ‘Yogini’, and says yoga is an integral part of her life. The actress holds yoga sessions and uses her social media to share images doing yoga, especially pole yoga.

Deepika Padukone and Kangana Ranaut
Deepika Padukone and Kangana Ranaut. (IANS)

“In the past couple of years, yoga has slowly become an integral part of me, and I am so proud of how far I have come… It has been 10 years in Bollywood and million points to yoga, for being my ultimate stress-buster,” Jacqueline said.

* Kangana Ranaut: Yoga is the secret behind Kangana’s toned figure. The “Queen” star has been practicing yoga for a while now and expressed her love for the ancient Indian art in an interview to a magazine. She said: “Yoga is a gift and I actually think that I have survived due to it. Through meditation, pranayam and yoga postures, I could vent out a lot of restless energy.”

* Deepika Padukone: If you want to have a svelte figure like Deepika Padukone, then the formula is a mix of cardio, gym, dance and yoga.

* Sonam Kapoor: Her fitness mantras include yoga, work out and pilate. Opening up about her struggle to lose weight, Sonam had shared that yoga helped her achieve the goal.

“I pushed myself too hard at spin classes, did power yoga for hours at a stretch, and developed an unhealthy relationship with food. Some weeks, desperate to drop a couple of kilos, I would simply not eat,” she said.

* Mouni Roy: She became an Internet sensation — thanks to her yoga poses. Recently, she posted a series of yoga videos of her trying out various asanas of the fitness regime — setting fitness goals for many.

Other stars who practice yoga regularly include names like Lara Dutta and Bhagyashree.

Also Read- Actor Arjun Kapoor Discusses About Pros, Cons of Stardom

Deepika Mehta, who has trained Alia, Jacqueline, Katrina Kaif, Aishwarya Rai Bachchan, Priyanka Chopra Jonas and Deepika, and is associated with Tata Sky’s value added service – Tata Sky Fitness, says yoga makes one’s quality of life better.

Mehta said: “In today’s world finding a mindful practice is very important for people because we have so much distraction, technology and stress. The technique of yoga gives you distance from the stress of your life and helps to calm your body and mind. Yoga is extremely important for a healthy life as it gives you a great sense of health and fitness.” (IANS)