Branding yoga: The cases of Iyengar Yoga, Siddha Yoga and Anusara Yoga

Authors

• Andrea Jain Indiana University-Purdue University Indianapolis

DOI:

https://doi.org/10.30664/ar.67499

Keywords:

Yoga, Branding (Marketing), Marketing, India, Popular culture, Consumption (Economics), Self-culture, Religious movements, Popular, Everyday life

Abstract

In October 1989, long-time yoga student, John Friend (b. 1959) travelled to India to study with yoga masters. First, he went to Pune for a one-month intensive postural yoga programme at the Ramamani Iyengar Memor­ial Yoga Institute, founded by a world-famous yoga proponent, B. K. S. Iyengar (b. 1918). Postural yoga(De Michelis 2005, Singleton 2010) refers to modern biomechanical systems of yoga which are based on sequences of asana or postures that are, through pranayama or ‘breathing exercises’, synchronized with the breath. Following Friend’s training in Iyengar Yoga, he travelled to Ganeshpuri, India where he met Chidvilasananda (b. 1954), the current guru of Siddha Yoga, at the Gurudev Siddha Peeth ashram. Siddha Yoga is a modern soteriological yoga system based on ideas and practices primarily derived from tantra. The encounter profoundly transformed Friend, and Chidvilasananda initiated him into Siddha Yoga (Williamson forthcoming).