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Selling Yoga

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Selling Yoga: from Counterculture to Pop Culture is a 2015 book on the modern practice of yoga, especially of yoga as exercise, by the scholar of religion Andrea R. Jain. It argues that modern yoga functions much like a religion, while at the same time is commercialised and fits in to Western consumer culture. Scholars have welcomed the book, noting that its scope is far wider than just the selling of yoga mentioned in its title, as it examines how yoga manages to combine physical exercise, its use of brands like Iyengar Yoga and Siddha Yoga, and its spirituality. Further, it looks at the complex cultural interchanges between South Asia and the Western world that helped to create modern yoga systems. Scholars note however that the book does not discuss yoga's relationships with gender, surprising as it is mainly female, or with race.