MUMBAI/NEW DELHI: Many Indians see yoga as a way of life, complicating efforts to market it as a consumer product.
The United Nations recognized June 21 as the International Day of Yoga, celebrated globally with events, including one led by Prime Minister Modi in Kolkata.
Yoga's global appeal has birthed industries around apparel, wellness apps, and corporate programs, but many practitioners align yoga with life rather than consumption. Entrepreneurs are striving to establish well-known brands, like Yamayoga, which embraces sustainability.
Digital commerce facilitates access for smaller wellness brands while yoga tourism introduces a global clientele. Estimates value the global yoga market at tens of billions, contrasting with India’s modest $5-$7 billion domestic market.
Analysts posit growth relies on intertwining yoga with lifestyle and tech services, requiring innovative design and scalable logistics. The challenge for Indian entrepreneurs is to develop yoga brands that resonate globally while staying true to the practice's roots.