South Asian Journal of Marketing & Management Research

The fast changing and the stressful world of today has made the mankind more sad than happy, more unsatisfied than satiated, more tensed than relaxed, more occupied than free. This is the scenario, despite the fact, people having more money, more knowledge, more possessions and more power and recognition in the society. We need to, therefore, think how to make this life more blissful not only for ourselves but also for the people attached to us. Yoga and healthy lifestyle are the only solution to this problem. They are not an ‘either-or’ solution but a package. On the one hand, yoga enlightens one and makes her aware of the inner self, thereby bestowing emotional health to an individual. On the other hand, healthy lifestyle enables one to lead a disease-free and longer life by adopting modifications in the eating habits and increasing physical activity. Acceptance of such changes in the lifestyle pattern can be possible only when there is control over the self. Yoga helps in having this self-control. The factual data reveals that world over there is a growing consciousness among people towards adopting yoga and healthy lifestyle habits viz. replacing processed food for fresh and natural food, spending time in gym or indulging in brisk walking. Moreover such people are also willing to pay premium for these products. Survey results also reveals that it is not only the adults and the oldies that are increasingly practicing yoga and adopting healthy lifestyle, the trend is gaining more popularity among young millennial.