Understanding the Commodification of Yoga in Modern Culture

Yoga has been around for thousands of years, originally as a powerful spiritual journey aimed at finding inner peace and connection. But today, it’s hard not to notice that yoga has transformed into a massive industry — think luxury yoga studios, designer yoga pants, and Instagram feeds full of impressive poses. With big brands at the forefront, yoga now seems as much about style and fitness as it does about self-discovery. But what happens to yoga’s true purpose in all this? Has it lost its way, or can these changes coexist with its roots? 

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Let’s explore how yoga went from a sacred practice in India to a modern lifestyle trend worldwide — and what that means for its future.

Historical Context of Yoga

Yoga’s journey began thousands of years ago in India, where it served as a path to spiritual enlightenment rather than a fitness routine. Let’s look into yoga’s origins, its traditional components, and the unique teacher-student relationship that shaped it over centuries.

Ancient Origins in India with Spiritual and Philosophical Traditions

Yoga’s origins go back approximately 5,000 years to ancient India, where it was developed as a spiritual and philosophical practice. Far from the exercise-focused classes common in the West today, traditional yoga emerged as a means to transcend worldly distractions and achieve moksha, or liberation from the cycle of birth and rebirth. In this sense, yoga was far more than physical postures; it was a holistic discipline encompassing mind, body, and spirit.

The philosophy of yoga was deeply influenced by Hinduism, Buddhism, and Jainism, all of which seek self-realization through discipline, ethical living, and meditation. The foundational goal of yoga was to attain peace and spiritual wisdom, emphasizing that liberation comes from releasing one’s ego and living a balanced, virtuous life. This ancient form of yoga was often practiced by sages and seekers, who viewed it as a means to inner harmony and connection to the divine.

Components of Traditional Yoga: Asanas, Pranayama, and Meditation

Traditional yoga isn’t limited to the physical postures, or asanas, that are most familiar in the West. In fact, asanas are just one part of a larger framework that includes breathing techniques, meditation, and ethical practices. The classical text known as the Yoga Sutras of Patanjali, written around 400 CE, outlines an eight-fold path to guide practitioners. These “Eight Limbs” of yoga are:

• Yama: Ethical standards and moral guidelines, like non-violence and truthfulness.
• Niyama: Personal observances for self-discipline, such as purity and contentment.
• Asana: Physical postures, aimed at preparing the body for meditation.
• Pranayama: Breathing exercises to control life energy and calm the mind.
• Pratyahara: Withdrawal of the senses, allowing the focus to turn inward.
• Dharana: Concentration on a single point or idea.
• Dhyana: Meditation, a deep state of focus without distraction.
• Samadhi: Enlightenment or union with the divine, the ultimate goal of yoga.

Each component of yoga builds on the others to create a balanced and comprehensive practice. Together, these elements guide the practitioner on a journey toward inner peace and alignment, setting yoga apart from standard physical exercise.

Also Read: Beginners Guide to Yamas and Niyamas

Traditional Transmission from Teacher to Student

In ancient times, yoga was taught directly from guru to student in a close, long-term relationship built on trust and respect. This tradition, known as Parampara, emphasized personalized teachings tailored to the student’s needs, focusing on physical practice, discipline, compassion, and self-awareness. 

Gurus acted as mentors and spiritual guides, ensuring gradual, disciplined progress and integration of yoga's ethical and philosophical principles into daily life. Unlike today’s commercial yoga classes, which often prioritize physical fitness and offer limited personal attention, this traditional approach encourages a holistic, intentional journey in yoga.

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As we’ve explored yoga’s profound spiritual and philosophical roots, let’s dive into how its journey to the West led to new adaptations and a shift toward commercialization.

Western Adaptation and Commercialization

As yoga spread to the Western world in the early 20th century, it began transforming in ways that often emphasized physical fitness over spiritual practice. This shift, fueled by Western ideals around aesthetics and wellness, has led to the commercialized and sometimes exclusive versions of yoga we see today. 

Dilution of yoga to aesthetic appeal and fitness

Yoga’s journey to the West, initiated by pioneers like Swami Vivekananda and B.K.S. Iyengar transformed it from a spiritual practice into a health-focused activity. While traditionally aimed at uniting mind, body, and spirit, yoga in the West evolved to emphasize physical fitness, flexibility, and strength, aligning with Western values of health and self-improvement. Modern Western yoga often prioritizes aesthetics and physical benefits over meditation and self-awareness, with many viewing it as a workout for achieving fitness goals rather than a path to inner peace or self-realization.

Examples Of Commercialization

The commercialization of yoga has introduced a shift in how the practice is presented and experienced, with many brands emphasizing yoga as part of a modern, aspirational lifestyle. Platforms like Shvasa demonstrate how yoga can adapt to the needs of today’s health-conscious and digitally connected audience. Shvasa offers high-quality online classes and personalized coaching, combining convenience with an emphasis on wellness, beauty, and fitness. Its sleek design and focus on accessibility aim to bring the benefits of yoga to a global audience while aligning with the evolving preferences of modern practitioners.  

Similarly, high-end yoga studios contribute to this trend, particularly in upscale neighborhoods, offering premium services that focus on ambiance and luxury. These studios create curated experiences with chic decor, mood lighting, and spa-like amenities, catering to individuals seeking a blend of fitness and relaxation. However, the cost of such experiences—ranging from $20 to $40 or more per session—may place yoga out of reach for some, raising questions about accessibility.  

Yoga’s Evolution in Modern Wellness

While platforms like Shvasa and premium studios redefine yoga for the modern age, they make it easier than ever to integrate this ancient practice into our fast-paced, wellness-focused lifestyles. By blending tradition with innovation, Shvasa offers an accessible and personalized approach to yoga, meeting the needs of modern practitioners while honoring the practice’s deep-rooted spiritual essence.

Shvasa stands out by offering flexible options, expert guidance, and resources that make yoga approachable for beginners and seasoned yogis alike. With a focus on holistic well-being, platforms like Shvasa bridge the gap between yoga’s ancient wisdom and its modern-day relevance, ensuring that yoga continues to be a universal path to self-discovery and inner peace. By making the practice accessible through online platforms and tailored routines, Shvasa empowers individuals to embrace yoga on their own terms, fostering inclusivity and breaking down barriers to entry.

Also Read: What is Karma Yoga?

Having seen how yoga adapted to Western ideals and became increasingly commercialized, let’s dive into its rise as a global commodity and the industry that has formed around it.

Yoga as a Global Commodity

Yoga has evolved into a multi-billion-dollar industry that caters to a wide audience, from casual practitioners to dedicated enthusiasts. As it has gained popularity, yoga has also become a status symbol and a marker of identity, especially in Western society.

Growth of the Yoga Industry with Significant Market Value

The global yoga industry’s growth over recent decades has been remarkable. In 2022, its market value surpassed $84 billion and continues to expand, covering everything from yoga apparel and mats to online training programs, retreats, and specialized apps. This surge highlights yoga’s evolution from a niche spiritual practice to a mainstream, highly profitable industry that is increasingly focused on consumer goods and services.

The growth of the yoga industry has introduced numerous products and services marketed as essential for a “complete” experience:

• Yoga apparel: High-priced, designer leggings and tops emphasize quality and status.
• Yoga props: Premium mats, blocks, straps, and even furniture promise a luxurious practice.
• Digital offerings: Yoga apps and online courses focus on convenience and quick results, often prioritizing accessibility over traditional depth.

As yoga has become increasingly commercialized, authenticity and traditional values are sometimes compromised for profitability. The primary objective has shifted from sharing a practice of self-realization to meeting the demands of a consumer-driven market. 

Yoga as a Status Symbol and Identity Marker

In Western societies, yoga has become a symbol of affluence and a wellness-oriented lifestyle. Practicing yoga, especially in designer apparel or exclusive studios, signals health-consciousness and self-care. Social media influencers and celebrities amplify this image, showcasing yoga alongside plant-based diets, eco-conscious products, and luxury retreats as part of a curated, stylish lifestyle.  

While this association has broadened yoga’s appeal, it also risks alienating those who feel they don’t fit the idealized image or cannot afford expensive studios and apparel, making the practice seem exclusive and inaccessible.

Mainstream Media Portrayal of Yoga

Mainstream media often shapes public perceptions of yoga by emphasizing idealized images that focus on physicality rather than its deeper, holistic purpose. Yoga is frequently portrayed through visuals of young, slim, able-bodied individuals in challenging poses, creating unrealistic expectations. 

This focus on the "yoga body"—lean, toned, and flexible—reinforces yoga as merely a fitness activity, distancing it from its inclusive origins. Additionally, these portrayals contribute to the commercialization of yoga, raising concerns about its authenticity and spiritual roots while discouraging diverse participation.

This image-driven narrative risks alienating those who don’t fit the mold, reducing yoga’s inclusivity and accessibility.

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Having examined yoga's evolution into a global industry and symbol, it’s essential to address the critical discussions surrounding cultural appropriation and genuine appreciation within the practice.

Cultural Appropriation vs. Appreciation

Cultural appropriation occurs when elements of a culture are adopted without regard for their original context. In the case of yoga, this can happen when it is reduced to physical poses or presented as a fitness trend, neglecting its historical and spiritual significance within Indian traditions. 

Yoga, deeply rooted in Hindu, Buddhist, and Jain philosophies, is a holistic system that includes ethical, spiritual, and philosophical teachings. Concerns arise when these aspects are overlooked or when cultural symbols are used without understanding or respect. Balancing accessibility with respect for yoga's origins is crucial to preserving its authenticity.

Distinction Between Appropriation and Genuine Appreciation

Understanding the difference between appropriation and genuine appreciation is key to approaching yoga with respect.

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Now that we've explored the distinction between cultural appropriation and appreciation, let's take a closer look at how commercialization has influenced the core philosophy and traditional practices of yoga.

Impact on Yoga Philosophy and Practice

Shift from Spiritual to Commercial Focus

Yoga’s original purpose—cultivating self-awareness, compassion, and personal growth—has been overshadowed by an emphasis on physical fitness, flexibility, and appearance. This reduction risks transforming yoga into a fitness trend, diminishing its holistic nature and spiritual essence.

Capitalism’s Role in Altering Practices

Capitalism has driven the rise of trendy yoga styles like power yoga, hot yoga, and goat yoga, designed to attract consumers seeking novelty or physical challenges. These adaptations often stray from yoga’s core principles of mindfulness, simplicity, and inner peace, sidelining traditional practices in favor of marketable experiences.

Yoga as Alienated Labor

The consumer-driven culture promotes yoga as a tool for external validation—achieving physical ideals, gaining social media attention, or meeting societal standards —disconnecting practitioners from yoga’s spiritual purpose. This approach can lead to burnout and a loss of yoga’s true intent as a path of self-exploration and transformation.

By prioritizing external rewards and marketability, yoga risks becoming a commodified activity, losing its potential as a practice for holistic growth and inner peace.

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Now let’s dive into the efforts being made to promote a more ethical and respectful approach to sharing yoga.

Efforts for Ethical Commercialization

In response to the growing commercialization of yoga, some organizations and practitioners are making conscious efforts to preserve its authenticity. These efforts focus on educating practitioners about yoga’s true roots, promoting ethical marketing, and respecting traditional teachings.

Importance of Educating About Yoga’s History and Philosophy

Education is key to preserving yoga’s roots. Workshops, teacher certification programs, and community events delve into yoga’s history, philosophy, and spiritual dimensions, helping practitioners see it as more than physical exercise. These initiatives emphasize yoga as a holistic practice promoting inner growth and ethical living.

Ethical Marketing Focusing on Personal Growth

Ethical marketing shifts the focus from physical perfection to yoga’s mental, emotional, and spiritual rewards. Strategies include:

• Highlighting mindfulness, stress relief, and personal growth.
• Showcasing diversity in age, body types, and abilities to promote inclusivity.
• Sharing personal transformation stories to inspire introspection rather than physical achievement.

This approach respects yoga’s roots and fosters a meaningful connection with the practice.

Supporting Traditional Teachings and Respecting Experienced Teachers

Preserving authenticity also means valuing experienced teachers, especially those knowledgeable about traditional practices or from South Asian backgrounds. Key actions include:

• Hiring instructors versed in yoga’s history and philosophy.
• Amplifying South Asian voices to maintain cultural connections.
• Ensuring fair compensation for experienced teachers to honor their expertise.

Also Read: Why are Hip-openers Useful in Yoga

Now let’s dive into how we can make yoga more accessible and inclusive for all.

Moving Forward: Access and Inclusivity

To preserve yoga’s inclusive and holistic nature, accessibility, community focus, and cultural respect are essential.

Inclusive and Affordable Yoga Practices

Making yoga accessible involves offering affordable or donation-based classes to counter exclusivity. Strategies include:

• Donation-Based Classes: Pay-what-you-can options for all financial backgrounds.
• Sliding Scale Pricing: Flexible rates based on financial situations.
• Scholarships and Free Classes: Providing opportunities for low-income or underrepresented groups.

These approaches reflect yoga’s inclusive roots, ensuring it remains a practice for everyone.

Community-Based Classes

Community classes emphasize connection and shared growth over competition or performance. Benefits include:

• Fostering Connection: Bringing people from diverse backgrounds together.
• Reducing Pressure: Creating a welcoming environment focused on mindfulness and relaxation.
• Supportive Spaces: Encouraging unity and collective experience in line with yoga’s traditional values.

These classes build a sense of belonging, returning yoga to its communal essence.

Promoting Intercultural Dialogue

Respecting yoga’s roots involves fostering understanding and honoring its cultural heritage. Methods include:

• Guest Speakers: Inviting experts, especially from South Asian backgrounds, to share insights on yoga’s history and philosophy.
• Workshops: Educating practitioners on yoga’s origins and spiritual dimensions.
• Supporting South Asian Teachers: Amplifying authentic voices to preserve yoga’s authenticity.

These efforts encourage mutual respect and deeper appreciation, keeping yoga true to its cultural and spiritual foundation.

Also Read: Benefits of Chanting Maha Mrityunjaya

Now let’s wrap up by reflecting on the challenges and opportunities in maintaining yoga’s authenticity in today’s world.

Conclusion

Yoga’s journey from ancient India to the global stage has transformed it into much more than a practice — it’s become a lifestyle, a wellness trend, and, at times, a luxury commodity. But while the evolution of yoga has brought greater accessibility and awareness, it has also created challenges around preserving its authentic roots. Balancing the spiritual depth of yoga with its popularity as a fitness routine is key to keeping its essence alive.

If you’re ready to experience yoga in a way that honors its original purpose — focusing on both inner growth and personal transformation — consider joining a platform that values both accessibility and authenticity. Shvasa offers online classes designed to connect you with yoga’s deeper dimensions from the comfort of home.

With a 7-day free trial, you can explore different classes and discover a yoga practice that goes beyond aesthetics, supporting your journey to inner peace and self-awareness. Start your free trial  or log in directly to experience yoga at its core.