Marketing through Spirituality: A Case of Patanjali Yogpeeth

Kumar, Vinod; Jain, Ankit; Rahman, Zillur; Jain, Akhil

doi:10.1016/j.sbspro.2014.04.215

Cited by 21 publications

(12 citation statements)

References 8 publications

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“…Apart from religious leaders, there are several spiritual leaders (known as gurus ) in India, who draw their preaching and spiritual techniques from ancient Indian scriptures that also form the basis of the Hindu religion. However, these gurus distinctively and assiduously project themselves as spiritual leaders, and not religious figures (Jaggi & Ghosh, ; Kumar, Jain, Rahman, & Jain, ). Some of these prominent spiritual gurus (such as Baba Ramdev of Patanjali Yoga or Sri Sri Ravi Shankar of The Art of Living Foundation) have taken a lead in branding and promoting daily consumable goods (including food items and herbal products) (Bhatt, ; Sanjai & Pradhan, ).…”

Section: Rise Of Spiritual Brands In Indiamentioning

confidence: 99%

Spirituality and religiosity at the junction of consumerism: Exploring consumer preference for spiritual brands

Sardana

Gupta

Sharma

2018

Int J Consumer Studies

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This paper extends the growing research on the influence of religion and spiritualism on consumer behaviour by exploring the relationship between spirituality and religiosity (intrinsic vs. extrinsic) as well as their effects on consumers’ purchase of Fast Moving Consumer Goods brands promoted by spiritual leaders (spiritual brands). Results from an online survey of 238 Indian consumers across four food product categories (honey, cheese, biscuits and cooking oil) shows that both intrinsic and extrinsic religiosity have significant positive effects, but spirituality has no significant effect on the purchase of spiritual brands. We discuss the theoretical and managerial implications of these findings as well as some limitations of our study and useful directions for future research.

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Section: Rise Of Spiritual Brands In Indiamentioning

confidence: 99%

Spirituality and religiosity at the junction of consumerism: Exploring consumer preference for spiritual brands

Sardana

Gupta

Sharma

2018

Int J Consumer Studies

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“…Patanjali has set herself up as a famous brand in India as well as internationally. It has a huge fan following as it has targeted masses through Yoga and Pranayama, which Swami Ji himself teaches (Kumar et al, 2014). Patanjali's official Facebook page has 792,539 followers as of 26 April 2020.…”

Section: Resultsmentioning

confidence: 99%

Working from Home/In Quarantine: Commodifying COVID-19 “lockdown” period in India.

Kumar¹,

Maurya²

2020

Preprint

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<p>In this paper, we are examining the sponsored advertisement posts/regular post on Facebook of a few business enterprises based in India to promote their products during first two phases of COVID-19 lockdown period. As a marketing and product promotion strategy, many business companies use social media platforms like Facebook and others to advertise their product through quick sponsored posts from time to time. As the use of social media has increased during the lockdown period when people are spending their whole time at home for a more extended period, these sponsored posts are more likely to be hit by the viewers. The present paper studies the contents of select sponsored posts/regular posts on Facebook to show how the “lockdown” period created atmospherics for E-commerce businesses. It also argues that by using topical words and phrases like “quarantine” and “work from home” respectively, as a tempting marketing strategy, the capitalist enterprises are using this time of distress, global misery and tribulation, for promoting their business. </p>

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“…Spirituality has been argued to be an important dimension of marketing (Kumar, Jain, Rahman & Jain, 2014). The article, "Marketing through spirituality: A case of Patanjali Yogpeeth" highlights the importance of spirituality.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Yoga marketing has a great impact on youth, elders, and all the education institutions following Yoga practices along with exercises. Yoga helps in healthy living and is a universal means for self-implementation (Kumar, Jain, Rahman & Jain, 2014). Yoga specifications matter more to people who are conscious of their health as well as their beauty.…”

Section: Introductionmentioning

confidence: 99%

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A Study of Customer Loyalty towards Yoga Marketing Relationship in the Indian Urban Market

Kawari

2018

UJBM

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This paper examines the popular culture of Yoga and aims to shed light on the theoretical understanding of relationship marketing and its main components that have a direct or indirect impact on any relational approach. Marketing through spirituality has become a significant topic of discussion as it affects the consumption behaviour of people. Therefore, spiritual organisations are launching and selling their own products for the customers to capture the market. Here, in this study, Yoga and „Pranayam‟ are considered dimensions of spirituality. It is observed that people rely on a spiritual guru for performing Yoga and Pranayam. This research was done for the city of Hubballi with 150 respondents from Yoga organisations, studios as well as people practising it. Results show that flexibility and removing stress were the major benefits from Yoga marketing.

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Marketing through Spirituality: A Case of Patanjali Yogpeeth

Cited by 21 publications

References 8 publications

Spirituality and religiosity at the junction of consumerism: Exploring consumer preference for spiritual brands

Spirituality and religiosity at the junction of consumerism: Exploring consumer preference for spiritual brands

Working from Home/In Quarantine: Commodifying COVID-19 “lockdown” period in India.

A Study of Customer Loyalty towards Yoga Marketing Relationship in the Indian Urban Market

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