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Financial Times: Yoga influencers have stretched themselves

A study by co-authored Dr Kamal Munir and Professor Shahzad Ansari from Cambridge Judge Business School on how yoga transformed from spiritual to commercial is featured in the FT. “A meditative and spiritual practice with the ultimate aims of self-diminution, ego transcendence and union with the divine was transformed into a certifiable, priceable and user-friendly product… promising a positive body image, fitness and stress relief,” the study says.

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