Navigating Cultural Appropriation and Commercialization

As Ayurveda and Yoga found their place in the Western world, they encountered new cultural contexts, leading to both beneficial exchanges and challenging dynamics. This section delves into the delicate balance between cultural appreciation and cultural appropriation, examining how these ancient practices have been commercialized and sometimes diverged from their original intent.

The Commercialization of Wellness

The commercialization of Ayurveda and Yoga has led to their widespread popularity, but it also raises questions about authenticity and integrity. From 'trendy' yoga classes to the marketing of Ayurvedic products, this part of the exhibit examines how commercial interests intersect with traditional practices.
Beer Yoga, "Brewga", being practiced in Germany
Beer Yoga, "Brewga", being practiced in Germany
Lululemon and other brands sell "Yoga pants" and other gear
Lululemon and other brands sell "Yoga pants" and other gear
Yogic tattoos
Yogic tattoos
"Namaste" shorts
"Namaste" shorts
Yoga cruise and vacation packages
Yoga cruise and vacation packages
Global Yoga Market Prediction By 2025
$ 0 Billion

Source: https://www.yogitimes.com/article/unstoppable-trend-yoga-infographic-business# 

A demographic breakdown of who practices yoga. (Illustration: Yoga Alliance)

Those who practice yoga in the U.S., U.K., and Germany are most likely to identify as female and white.

We Need Even More Diversity Among Yoga Teachers & Studio Owners

The percentages of yoga teachers among underrepresented populations reveal drastic inequities and creates far-reaching effects. (Illustration: Yoga Alliance)

Percentages of underrepresented populations in the yoga space change drastically when we look at yoga teachers and studio owners in the U.S. The percentage who identify as Black, Hispanic, or Asian collapses to almost single digits. Zero percent of the teacher and studio owner respondents identify as transgender

Research on Commercialization

Ayurveda's discursive detachment from its ontological tenets facilitates its rearticulation as a malleable experience as it crosses national boundaries, and in this process fosters the misinterpretation of the ancient healing tradition.”

A 2023 study examined product diversions in the commodification of classical Ayurvedic medicines in the Netherlands and Germany, focusing on the over-the-counter (OTC) segment, to discuss processes that are (de)constructing traditional practices and principles as Ayurveda travels beyond India, and how this complicates issues of authenticity and expertise as herbal medicines diverge from the indications ratified in Ayurveda’s classical compendiums.

Unlike Asian cuisines and garments taken to foreign lands by immigrants, Yoga and Ayurveda were directly accessed and consumed by the white-middle and upper-middle classes and were paid for privately.”

In this 2020 study, an Indian researcher traces the trajectory of the spread of Ayurveda to contextualize European Ayurvedic Practices.

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