A Journey Through the Big Business of Yoga
Once the province of gurus, yoga is now practised by such media-star personalities as Madonna and Sting. Yoga paraphernalia is everywhere, from malls to supermarkets, and the number of practitioners is growing daily. What prompted the change from spiritual to secular—and who is cashing in? Yoga Inc. examines the trends now sweeping the industry, from large “McYoga” chains to yoga tournaments to high-profile yogis like Bikram Choudhury. Yoga Inc. asks: Can yoga survive with its good karma intact?
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