Journals Higher Education


Shipping Details


Published: 08 December 2014

264 Pages | 11 illus.

6-1/8 x 9-1/4 inches

ISBN: 9780199390243

Also Available As:


Also Available In:

Bookseller Code (01)

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