Selling Yoga : From Counterculture To Pop Culture Apr 2026

Selling Yoga: From Counterculture to Pop Culture - Amazon.com

In her book (2014), religious studies scholar Andrea R. Jain examines how yoga transitioned from a fringe, "countercultural" activity to a multi-billion dollar mainstream industry . Jain argues that modern yoga is not a corruption of an ancient tradition, but a new "body of religious practice" that has adapted to global consumer culture. Core Arguments & Themes Selling yoga : from counterculture to pop culture