Journals Higher Education



Published: 15 January 2015

264 Pages | 11 illus.


ISBN: 9780199390236

Also Available As:


Also Available In:

Bookseller Code (AJ)

Selling Yoga

From Counterculture to Pop Culture

Andrea Jain

  • Departs from conventional approaches to the history and development of yoga
  • Explains how yoga entrepreneurs constructed yoga in unique ways that enabled it to undergo popularization in the context of consumer culture
  • Provides examples of how popularized yoga can also serve religious functions

Also of Interest