“A lot of people come here for teacher training and those also become our customers. They also find us when they go back. They want to buy (from) us again. That gives us good exposure and also a global audience,” said Yamayoga founder Sushant Sukhija.
“I don’t think any other sport or activity exists in a way that so many people from around the world would come here to learn it and go back to their country to teach it.”
A GLOBAL MARKET, BUT SMALLER DOMESTIC INDUSTRY
India has successfully exported yoga as a cultural practice.
Industry estimates put the global yoga market in the tens of billions of dollars, with further growth expected in the coming years. India’s domestic yoga market, by comparison, is estimated at around US$5 billion to US$7 billion.
Analysts say one reason India’s yoga industry remains relatively small is cultural. For generations, yoga has been viewed as something that does not require specialised equipment or services.
That gap has prompted questions about how Indian firms can transform a cultural tradition into internationally recognised commercial brands.
Modi has frequently spoken about what he calls a “new yoga economy” encompassing tourism, retreats, apparel, equipment, trainers and corporate wellness programmes.
