India gave the world yoga. But Bali built the retreats. India knew turmeric as medicine. But Los Angeles turned it into a $7 latte. The knowledge was born here, in our homes, our rituals, our history.
But the business? That went abroad. Financial analyst Hardik Joshi puts it bluntly: "We created the heritage. So why does someone else own the profit?"From yoga studios in California to Ayurvedic skincare in Paris, Indian traditions are now billion-dollar industries. But the trademarks, the revenue, the global brand equity? They're mostly in foreign hands.
Joshi points to two reasons: One, a deep-rooted hesitation to commercialise tradition. Two, a weak system for protecting intellectual property. The post also highlights the shortcomings of India’s patent law. Section 3(p) doesn’t allow traditional knowledge to be protected. Much of it was passed down orally, undocumented. That made it easy for others to claim ownership.
Recall the US patent on the healing application of turmeric? It was patented and subsequently withdrawn, after India submitted evidence of historical use. While we argued culture versus commerce, others established empires. They patented turmeric, trademarked yoga, and commodified our wellness systems into brands. As per a Grand View Research report, the global yoga market size was estimated at 107 billion dollars in 2023. And it is expected to grow at a compounded annual growth rate of 9.4% from 2024 to 2030. That's the macro picture.
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At the micro level, as reported by Fox News, US yoga enthusiasts spend around $62,640 on average during their lifetimes on classes, workshops, clothing, mats, and accessories—a statistic that underscores the practice's mainstreaming.
Take CorePower Yoga, the largest chain of studios in the United States. In 2024, it operated 728,000 classes and welcomed more than 9.6 million students. Its model? Warm rooms, specially selected playlists, high-tech fitness built on top of a spiritual foundation.
Or Lululemon. Founded in 1998 to retail yoga pants. Now it's an international sportswear giant with 700 plus locations. In 2024, the company's revenue surged past 10 billion dollars.
That's why expert says that while India promotes yoga as a global cultural gift, the next phase must focus on owning the market, the brand, and the business. Because we can either choose to just remain the cultural ambassador, or emerge as the global market leader in a wellness economy we have helped create.
