Ethnographic Study on a yoga communityLocation: Chennai/Ooty/San Francisco

Group 7

INTRODUCTION

• 4 years agoWhen

• Yoga CommunityWhat

• Chennai- Adyar yoga communityWhere• Group of 10 young office-goers who grew up in a hill station• Relocated to Chennai seeking higher education and jobWho• Practitioners of usual yoga exercises• As children, attended camps involving trekking and other group activities.How

• Need to stay connected with nature and people• Spiritual Involvement • Interest in guided meditations , knowledge discourses etc.

Why

COMMUNITY GATHERINGS

Conversations happening through social networking sites

Meet scheduling and RSVP done through FB.

Closed group: members share experiences in the portal.

Contributions come as donations.

MEET-UP PLANS SCHEDULED THROUGH BLOGS

VERBATIM COLLECTED"BECAUSE OF GLAUCOMA I HAD NO SIDE VISION, AND MY

CENTRAL VISION WAS 35%. I JOINED THE ISHA CLASSES AND JOINED THIS COMMUNITY. ITS BEEN FOUR WEEKS NOW. NOW I CAN SEE MUCH BETTER, I FEEL MUCH BETTER... DOCTORS HAD SAID THERE WAS NO CURE. I FEEL I AM THE HAPPIEST PERSON IN THE WORLD. I COME HERE TO SHARE MY LIFE,

DO MY YOGA..THIS REALLY KEEPS MY LIFE GOING”

“IT FEELS LIKE I HAVE JUST WOKEN UP FROM A DEEP SLUMBER. I FEEL VERY RELAXED”

Conscious living“This really opened me up to

myself and gave me a completely different perspective on the

connection between my body and my mind.”

Exploring a different dimension of life

“I have noticed that the world seems quieter than before. There is a sense of clarity and calm when dealing

with everyday situations. ”

Social Affinity“When I came to Chennai from Delhi,I couldn't walk

comfortably even for short distances. After my four weeks' of Yoga practices, and my affinity with the group…I was able to

avoid a bypass surgery and actually went for a 6km trek. I feel it wasn't the treatment alone that helped; the

atmosphere,love and care of people greatly boosted my recovery."

Self-discovery“It has given me opportunities to learn more and embark on a journey of self-discovery,

personal growth & inner transformation at my own pace.”

Positive attitude towards health

“It not only disengaged me from joint pains, but has also changed my outlook on life. Now I wake up each day to see how I can live

life to the fullest.”

VALUES DERIVED

• Facilitates physical, mental, and spiritual wellbeing

• Self-empowerment and personal growth

• Enhanced mental- clarity, emotional balance & productivity

• Improved communication & inter-personal relationships

• Achieved inner peace, joy and fulfillment

• Helped people who sought the spiritual path

CORE ACTIVITY• YOGA AS A HEALTHY WAY OF LIVING : To do yoga a routine way

of life for a healthy living.• To explore yoga in all its depth and dimensions.• To attain physical, mental and spiritual well-being.• Followed auspicious days like Maha-Shivratri and Budhha

purnima which helps in their journey of inner growth.• Also came together and celebrated festivals and other important

days.• Attend discourses which help them in this path.• Empathize other people and also help them in their path of

spirituality.• Connect more with people and spread the word of healthy living.

HOW DOES COMMUNITY INFLUENCE/SHAPE/FURTHER THEIR INTEREST IN THE CORE ACTIVITY AND INFLUENCE THEIR DECISION

AS CONSUMERS OF THE ACTIVITY ?

• Promotes Healthy lifestyle : Promoting healthy diet and eating habits and personal care techniques.

• Outreach and Social Development: To support individual growth and Help one realize their unbounded connection with the creator and help them tap the vibrant life within oneself.

• Rural Rejuvenation : Offering healthcare, raising health awareness to help human and community revitalization and rebuild communities and break the cycle of poverty disease and despair.

• Promoting Greenery : Inspire people to plant trees, develop care towards environment and make them realize their dependency on nature.

HOW DOES COMMUNITY INFLUENCE/SHAPE/FURTHER THEIR INTEREST IN THE CORE ACTIVITY AND INFLUENCE THEIR DECISION AS CONSUMERS OF THE ACTIVITY ?

Organic farming-• Supply organic seeds, organic fertilizers for

farmers supported by the community• Supply chain, i.e., we will buy back the farm

produce and sell it end customersTravelling & trekking-Kailash-

Manasarovar yatra;• Plan their spiritual walks and other trekking

events by designing an itinerary for every visit based on the purpose.

• Also, make arrangements for their food, stay and travel.

HOW COULD A COMPANY USE THE UNDERSTANDING OF THE COMMUNITY, ITS OPERATING STRUCTURES, UNDERLYING PASSION AND COMMUNITY CONNECTIONS (MEMBER-MEMBER; MEMBER TO COMMUNITY) FOR FORMULATING MARKETING STRATEGIES?

MARKETING STRATEGIES FOR THE COMMUNITY

• Leverage the actions taken i.e. large-scale human service projects for rural upliftment, education reform, environmental stewardship, as well as holistic and healthy living to promote the brand.

• Use effective social media and WOM strategies.

• Tie up with corporates and offer their employees yoga sessions at flexible timings.

THANK YOU!!!

Photo credits: Mr.Muthu Kumar,Adyar

Mr. Purush, San Francisco