Abstract

Manorama Panigrahi*

ABSTRACT

This study critically examines the historical trajectory and contemporary commodification of yoga, tracing its transformation from an ancient Indian spiritual discipline into a globalized wellness industry. Rooted in Vedic philosophy and codified in classical texts such as the Yoga Sutras of Maharshi Patanjali, yoga traditionally emphasized on ethical discipline, meditation, and self-realization, with physical postures serving primarily as preparation for meditative practice. Over centuries, yoga evolved through Hatha traditions, modern adaptations, and international dissemination, culminating in posture-based modern yoga. However, in recent decades, globalization, consumer culture, and digital media have reshaped yoga into a multi-billion-dollar market. Mechanisms of commercialization include trademarked styles, franchised teacher trainings, branded merchandise, influencer-driven social media, corporate wellness programs, and wellness tourism. While these trends have broadened access, they often detach yoga from its philosophical roots, raising ethical concerns about cultural appropriation, loss of authenticity, economic exclusivity, and spiritual bypassing. Case studies, including Bikram Yoga controversies, Instagram yoga culture, and India’s retreat tourism, illustrate the tensions between tradition and market forces. To counterbalance these challenges, the paper proposes strategies for preserving authenticity by integrating philosophy into training, promoting cultural sensitivity, ensuring accessibility, establishing ethical guidelines, and fostering mindful innovation. The findings highlight the urgent need to reconcile yoga’s spiritual heritage with its contemporary global presence, ensuring that modernization serves as a means of enrichment rather than dilution.