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| Details |
Case Code: CLIBE072
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| Case Length: 5 pages |
| Period: -- |
| Pub Date: 2011 |
| Teaching Note: Not Available |
| Subject :Business Environment |
| Price:Rs.100 |
| Organization :-- |
| Industry :-- |
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Yoga, A Growing Multibillion Industry Globally, India Yet to Brace Up! * |
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| Yoga, an ancient Hindu philosophical practice, was claimed to be developed in the northern parts of India nearly 5000 years ago. It combined body movements and fixed postures with meditation, spiritual, and holistic exercises. According to the International Yoga Federation, over 300 million people were practicing yoga all over the world by 2008. Yoga gained high popularity and worldwide recognition due to its manifold benefits and overall growth of an individual in terms of body, mind and soul. Western countries have taken this a step forward and develop it as an industry, by standardization of its training and development practices. The growing business potential prompted yoga teachers in US to rush for patenting. India raised strong protest through all its channels and US admitted that patents were given for yoga related products made in US but not to yogic postures. India became alert and had set up a resource team to research and standardize yoga postures, to ensure owning and developing yoga. |
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Issues: |
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- Yoga as an industry and its growth all over the world.
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- The conflict between US and India on patenting yoga.
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- What steps India needed to take on developing yoga in view of its growing market potential?
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| Introduction |
| Yoga, an ancient Hindu philosophical practice, was claimed to be developed in the northern parts of India nearly 5000 years ago. It combined body movements and fixed postures with meditation, spiritual, and holistic exercises. According to the International Yoga Federation , over 300 million people were practicing yoga all over the world by 2008. Yoga gained high popularity and worldwide recognition due to its manifold benefits and overall growth of an individual in terms of body, mind and soul... |
| Questions |
1. What are patents, trademarks and copyrights and the process of acquiring the same?
2. How are patents crucial in developing businesses and acquiring business leadership?
3. What impact would the US patents have on the practice of yoga?
4. Discuss the significant measures that India needs to take in developing its leadership in the yoga market.
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Keywords |
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Online marketing,Low-cost manufacturer,Online subscription based business,Social media,Acquisition as a growth strategy,Low cost business model,Online order-taking,Disruptive business model,Entertaining advertisement,Customer experience,Acquisition,Buyout,Unilever,Procter & Gamble
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US
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