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Business Upturn
04-08-2025
- Lifestyle
- Business Upturn
How Sri Sri Ravi Shankar's Business Model Connects Inner Peace to the American Consumer Market
Sri Sri Ravi Shankar's entry into the U.S. spiritual and wellness economy was not accidental. It was strategically aligned with the growing appetite for mindfulness, yoga, and Eastern philosophies in American society. With the foundation of the Art of Living Foundation in 1981, headquartered in Bangalore, India, Shankar launched a worldwide expansion that soon targeted the United States—a country grappling with rising stress levels, mental health concerns, and a desire for holistic alternatives to pharmaceutical solutions. By the early 2000s, Art of Living USA was formally registered as a non-profit, but its operational structure mirrored that of a scalable enterprise. The organisation offered standardized programs such as the Happiness Program, Sahaj Samadhi Meditation, and Sri Sri Yoga, all tailored to the U.S. consumer market. These programs were priced competitively with other wellness offerings, appealing especially to professionals, university students, and millennials seeking mental clarity. Early adoption in cities like Los Angeles, New York, San Francisco, and Austin allowed Shankar's brand to gain traction in the most receptive segments of the American wellness economy. Monetising Mindfulness: Art of Living's Premium Offerings for U.S. Consumers Despite its non-profit status, Art of Living USA monetises its services through tiered and recurring offerings. Unlike one-off workshops, most programs are designed as subscription-style ecosystems—with Level 1 leading to advanced modules, facilitator training, and even teacher certification. The cost for a single Happiness Program in the U.S. ranges from $395 to $595, depending on the region and facilitator experience. These rates place it in the same pricing band as elite yoga schools and mindfulness institutions. In addition, premium retreats at locations such as the Art of Living Retreat Center in Boone, North Carolina, function like luxury wellness resorts. Participants pay upwards of $1,000 for weekend programs that include accommodation, organic meals, wellness consultations, and specialized breathing or silence techniques. These high-margin retreats combine spirituality with the upscale trappings of modern wellness, merging East-meets-West in both philosophy and pricing. Beyond Donations: Diversifying Revenue Streams Through Courses, Licensing, and Retreats While traditional spiritual organizations rely heavily on donations, the Sri Sri Ravi Shankar business model strategically diversifies income. Key revenue channels in the U.S. include: Paid Online Courses: Leveraging platforms such as Teachable and proprietary LMS portals, Art of Living USA offers downloadable guided meditations, yoga flows, and stress-relief courses. These start at $49 and scale up to several hundred dollars. Teacher Licensing and Certification: Certified teachers pay fees to get trained, renew licenses annually, and even share revenue with the foundation from their own local courses. Product Merchandise: Through U.S.-based e-commerce outlets, the organisation sells branded merchandise including Ayurvedic supplements, yoga mats, books authored by Sri Sri Ravi Shankar, essential oils, and meditation music—each designed to support a lifestyle of holistic wellbeing. Corporate and Institutional Collaborations: Several U.S. firms have hired Art of Living USA to conduct workplace wellness programs, leadership retreats, and resilience workshops—tailoring traditional techniques into business-savvy, secular packages. Private Donations and Grants: Though a smaller proportion of overall revenue, private donors—including tech entrepreneurs, healthcare executives, and socially conscious investors—continue to support expansion into schools, prisons, and community centers. Building a Spiritual Brand: U.S.-Centric Marketing Strategies of Sri Sri's Empire Sri Sri Ravi Shankar's business model relies heavily on brand localization—adapting a global spiritual ethos for an American consumer culture that values convenience, results, and credentials. In the U.S., the organisation markets its offerings not through religious overtones but through science-backed terminology: stress relief, neuroplasticity, and emotional intelligence. The use of social proof—testimonials from Silicon Valley leaders, doctors, and celebrities—builds credibility. Digital marketing tactics include: SEO-optimized blogs and YouTube videos Influencer-led challenges on platforms like Instagram and TikTok Newsletter campaigns featuring science-based mindfulness tips Webinars with American psychologists and neuroscientists who validate the efficacy of breath-based techniques Events like the World Culture Festival, held in Washington D.C. in 2016 and scheduled again for future years, showcase not just the movement's spiritual side but its soft power, appealing to multiculturalism, inclusivity, and civic engagement. Licensing Calm: Partnerships with Corporations and Educational Institutions To deepen roots in the American ecosystem, Art of Living USA has actively partnered with corporations, universities, and even local governments. Tech giants such as Salesforce and Google have invited Art of Living instructors for in-house stress-relief programs. Their integration into diversity and inclusion programs adds a layer of psychological resilience to workplace culture. Universities including Stanford, UCLA, and Emory University have collaborated on research or hosted mindfulness workshops for students and staff. In some cases, faculty have co-authored papers analyzing the neurobiological effects of Shankar's Sudarshan Kriya breathing technique. These partnerships validate the spiritual business in America as more than a fringe movement—it is now part of academic, corporate, and social frameworks. Moreover, the shift toward licensing proprietary methods such as SKY Breathing as official wellness interventions—similar to licensed yoga brands—suggests a long-term institutionalization of the model. Data, Demand and Digital Reach: The Tech-Driven Model Behind Art of Living USA Behind the scenes, Art of Living USA employs a sophisticated digital infrastructure. Through CRM platforms like Salesforce and marketing automation tools, the foundation tracks consumer behavior, engagement rates, and conversion funnels. User data from retreats, webinars, and e-commerce sales inform tailored content strategies. Their mobile apps, such as 'Sattva' and 'Art of Living Journey,' offer both free and premium features. These platforms include meditation timers, breathing trackers, daily affirmations, and paid content libraries—generating recurring micro-revenue while reinforcing brand loyalty. With mobile-first consumption trends among American users, especially Gen Z and millennials, this approach ensures year-round engagement. Their backend systems also support real-time analytics of course performance, instructor effectiveness, and geographical traction. This allows Sri Sri Ravi Shankar's business model to remain agile—adjusting pricing, content, and delivery formats based on U.S. market data. Psychological Appeal: Why U.S. Consumers Embrace Ravi Shankar's Model The psychological framework underlying the Sri Sri Ravi Shankar business model is crafted for American sensibilities. U.S. consumers face chronic stress, a loneliness epidemic, and increasing disillusionment with institutional religion. Into this void steps a system that promises inner peace without dogma, community without commitment, and results without side effects. By merging secular language with ancient wisdom, Shankar's offerings act as accessible tools for self-optimization—something deeply valued in American culture. His framing of meditation and breathing as performance enhancers resonates with professionals, students, and entrepreneurs seeking competitive advantage and emotional regulation. Additionally, Art of Living's group format fosters community among otherwise disconnected individuals. Weekend programs, group meditations, and volunteer initiatives provide social structure without the rigidity of religious institutions, making it palatable to modern U.S. audiences. A Business Case Study: Why Sri Sri Ravi Shankar's Model Deserves Attention from Harvard and Stanford If studied purely from a strategic business lens, Sri Sri Ravi Shankar's spiritual enterprise is a robust case study in branding, market segmentation, and customer lifecycle management. Institutions like Harvard Business School and Stanford GSB regularly analyze global companies for innovation and scale—but few spiritual organizations have engineered such cross-market traction. From a nonprofit startup in India to a multi-channel American operation, the Art of Living brand exemplifies: Market entry through cultural resonance Revenue diversification under regulatory compliance Customer retention through experience design Thought leadership backed by scientific alignment Moreover, Shankar's hybrid model of decentralized delivery + centralized brand control reflects the same business dynamics seen in corporations like Starbucks or SoulCycle. Every instructor functions like a franchisee with spiritual legitimacy but entrepreneurial accountability. Soft Power and the Spiritual Economy: A New Frontier in U.S. Consumer Culture Beyond revenue, Sri Sri Ravi Shankar's business model introduces an under-explored aspect of global soft power. By exporting a wellness framework rooted in Indian philosophy but delivered through American capitalist systems, the model has helped shape cultural norms in the U.S.—from how stress is managed to how spiritual success is defined. This reflects a broader trend in the mindfulness industry USA, where spiritual figures like Shankar operate not as preachers but as conscious entrepreneurs, navigating between humanitarian impact and economic viability. In a post-pandemic world where well-being is currency, such figures influence not just individuals but entire societal systems—education, healthcare, and business ethics. Whether or not one subscribes to his teachings, Sri Sri Ravi Shankar's spiritual business in America is now a measurable force. It speaks the language of science, scales like a startup, and adapts like a seasoned enterprise. Conclusion The Sri Sri Ravi Shankar business model is far more than a spiritual movement—it is a blueprint for sustainable, ethical entrepreneurship in the 21st-century wellness economy. With its roots in ancient practices and its branches reaching into American corporate boardrooms, universities, and digital apps, the Art of Living USA framework offers powerful insights into how inner peace is now a marketable product. For business students, marketers, and wellness entrepreneurs alike, it provides a living example of how culture, commerce, and consciousness can intersect—and thrive. (This article is intended for informational and editorial purposes only. It does not constitute endorsement or promotion of any individual, company, or entity mentioned. Business Upturn makes no representations or warranties regarding the accuracy, completeness, or reliability of the information provided)
Economic Times
28-07-2025
- Entertainment
- Economic Times
Archana Puran Singh's husband, Parmeet Sethi, reveals they used to fight a lot once: 'Things were tense, I cried ...'
Agencies Enduring Through Storms: The Journey of Archana Puran Singh and Parmeet Sethi Regarded today as one of the most enduring couples on Indian television, Archana Puran Singh and Parmeet Sethi have seen their fair share of challenges over the course of their three-decade-long marriage. While the public often sees only the harmony they now enjoy, their path together was once riddled with emotional turbulence and frequent disagreements. During a heartfelt conversation with his son Aryamann, Parmeet Sethi, known for his role in Dilwale Dulhania Le Jayenge, candidly shared how a period of intense marital conflict had taken a toll on them. It was during these testing times that Archana, who is now a beloved face on The Kapil Sharma Show, persuaded him to explore meditation. Parmeet admitted that their relationship had entered a phase marked by constant clashes and emotional strain. At Archana's insistence, he enrolled in a course by the Art of Living Foundation. He recalled how the experience became a turning point in his life, offering him a way to channel and release deeply buried emotions. For the first time, he found the strength to mourn the loss of his sister, something he had never fully confronted before. He described the emotional relief he experienced, noting that the process allowed him to connect with repressed feelings, including ones he didn't even realize he had. Interestingly, during meditation, he even visualized eating indulgent food, despite being on a strict diet at the time—a sign of the mental freedom and clarity it brought him."I did the Art of Living Course; Archana forced me to do it. We were going through a bad time as husband and wife, very tense, and we were fighting a lot. After the course, all the things bottled inside me came out, and for the first time, I cried loudly for my sister who had died earlier; I cried to my heart's content. I used to diet a lot during that time, but during the meditation, I imagined myself eating rich food,' he recalled. Long before fame found him, Parmeet dealt with serious financial constraints during his youth. Upon relocating to Mumbai, he found innovative ways to support himself, including selling shirts during his college years. He would collect garments from his uncle's factory in Delhi and bring them to Mumbai to sell, just to manage daily expenses. Reflecting on this period, he admitted that financial instability was a constant theme in his childhood. Despite witnessing his father's economic struggles, he chose not to burden his parents with additional demands, enduring his cravings quietly and learning to live with in a modest home in Delhi, Parmeet lived with extended family members in cramped quarters. He fondly remembered his time spent playing traditional games like gilli danda with cousins. The surroundings weren't always pleasant—he recalled instances where their makeshift cricket equipment fell into dirty drains, only to be retrieved, washed, and reused without hesitation. Though the memory makes him cringe today, it was simply part of life back then, embraced without Sethi and Archana Puran Singh tied the knot in June 1992. The couple is blessed with two sons, Aryamann and Ayushmaan. Apart from acting, Parmeet ventured into filmmaking and made his directorial debut with 'Badmaash Company' in 2010. The film garnered attention and even earned him a nomination for Best Debut Director at the Zee Cine Awards, marking a proud moment in his diverse career.
Time of India
28-07-2025
- Entertainment
- Time of India
Archana Puran Singh's husband, Parmeet Sethi, reveals they used to fight a lot once: 'Things were tense, I cried ...'
Regarded today as one of the most enduring couples on Indian television, Archana Puran Singh and Parmeet Sethi have seen their fair share of challenges over the course of their three-decade-long marriage. While the public often sees only the harmony they now enjoy, their path together was once riddled with emotional turbulence and frequent disagreements. During a heartfelt conversation with his son Aryamann, Parmeet Sethi, known for his role in Dilwale Dulhania Le Jayenge, candidly shared how a period of intense marital conflict had taken a toll on them. It was during these testing times that Archana, who is now a beloved face on The Kapil Sharma Show , persuaded him to explore meditation. Explore courses from Top Institutes in Please select course: Select a Course Category Cybersecurity Artificial Intelligence Healthcare Digital Marketing Leadership MBA Product Management Management others Data Science Others MCA Project Management Operations Management Degree Finance healthcare Public Policy Data Science Data Analytics PGDM CXO Technology Design Thinking Skills you'll gain: Duration: 10 Months MIT xPRO CERT-MIT xPRO PGC in Cybersecurity Starts on undefined Get Details Healing Through Meditation and Emotional Release Parmeet admitted that their relationship had entered a phase marked by constant clashes and emotional strain. At Archana's insistence, he enrolled in a course by the Art of Living Foundation . He recalled how the experience became a turning point in his life, offering him a way to channel and release deeply buried emotions. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Paul Gascoigne's Actual House Left Us With No Words - Take A Look Ohi Blog Undo For the first time, he found the strength to mourn the loss of his sister, something he had never fully confronted before. He described the emotional relief he experienced, noting that the process allowed him to connect with repressed feelings, including ones he didn't even realize he had. Interestingly, during meditation, he even visualized eating indulgent food, despite being on a strict diet at the time—a sign of the mental freedom and clarity it brought him. "I did the Art of Living Course; Archana forced me to do it. We were going through a bad time as husband and wife, very tense, and we were fighting a lot. After the course, all the things bottled inside me came out, and for the first time, I cried loudly for my sister who had died earlier; I cried to my heart's content. I used to diet a lot during that time, but during the meditation, I imagined myself eating rich food,' he recalled. Early Struggles and Financial Hardship Long before fame found him, Parmeet dealt with serious financial constraints during his youth. Upon relocating to Mumbai, he found innovative ways to support himself, including selling shirts during his college years. He would collect garments from his uncle's factory in Delhi and bring them to Mumbai to sell, just to manage daily expenses. Reflecting on this period, he admitted that financial instability was a constant theme in his childhood. Despite witnessing his father's economic struggles, he chose not to burden his parents with additional demands, enduring his cravings quietly and learning to live with less. Humble Beginnings and Childhood Memories Raised in a modest home in Delhi, Parmeet lived with extended family members in cramped quarters. He fondly remembered his time spent playing traditional games like gilli danda with cousins. The surroundings weren't always pleasant—he recalled instances where their makeshift cricket equipment fell into dirty drains, only to be retrieved, washed, and reused without hesitation. Though the memory makes him cringe today, it was simply part of life back then, embraced without complaint. Personal Life and Career Milestones Parmeet Sethi and Archana Puran Singh tied the knot in June 1992. The couple is blessed with two sons, Aryamann and Ayushmaan. Apart from acting, Parmeet ventured into filmmaking and made his directorial debut with 'Badmaash Company' in 2010. The film garnered attention and even earned him a nomination for Best Debut Director at the Zee Cine Awards, marking a proud moment in his diverse career.
India Gazette
17-06-2025
- Lifestyle
- India Gazette
Jacksonville Florida declares June 16 as Sri Sri Ravi Shankar Peace and Wellness Day
New Delhi [India], June 17 (ANI): Jacksonville, Florida, has declared June 16 as Sri Sri Ravi Shankar Peace and Wellness Day, recognising the lifelong service of Gurudev Sri Sri Ravi Shankar. Mayor Donna Deegan formally presented the proclamation at an event held at the University of North Florida. With this, Jacksonville becomes the 32nd city globally to announce a Sri Sri Ravi Shankar Day. The City of Jacksonville acknowledged the significance of Gurudev Sri Sri Ravi Shankar in 'advancing peace', 'well-being' and 'unity' across neighbourhoods. According to the proclamation, 'The City of Jacksonville is committed to fostering a community rooted in dignity, compassion, and belonging for all people, and recognises the vital role that spiritual and cultural leaders play in advancing peace, well-being, and unity across our neighbourhoods.' The proclamation further read, 'Gurudev Sri Sri Ravi Shankar is a humanitarian, spiritual leader and an ambassador of peace and human values. Through his life and work, he has inspired millions around the world with a vision of a stress-free, violence-free world. Through the founding of the Art of Living Foundation in 1981, Sri Sri Ravi Shankar has pioneered global efforts in trauma relief, conflict resolution, youth empowerment, and community healing-providing sustainable support to individuals and communities affected by war, natural disasters, and social injustice. The Art of Living Foundation's holistic programs in mindfulness, breathing techniques, and service leadership have reached more than 180 countries, fostering connections across differences and promoting mental, emotional, and civic well-being.' 'The mission of the Art of Living Foundation closely aligns with Jacksonville's ongoing efforts to build a more inclusive, compassionate, and united community-empowering all residents to live with purpose, peace, and resilience. We express our sincere appreciation to the Art of Living Foundation for its continued investment in the emotional and civic well-being of our diverse community and for organising today's program in service of that mission,' it added. As per Sri Sri Ravi Shankar's website, he has designed programs that provide techniques and tools to live a deeper, more joyous life and has established nonprofit organisations that recognise the human identity beyond the boundaries of gender, race, nationality, and religion. One of his unique contributions to the process of self-development is the Sudarshan Kriya, a powerful breathing technique that facilitates physical, mental, emotional and social well-being. It incorporates specific natural rhythms of the breath, harmonising the body, mind and emotions. (ANI)
News18
17-06-2025
- Entertainment
- News18
Jacqueline Fernandez's ‘Heart Is Full' After Meeting Sri Sri Ravi Shankar In Bengaluru
Last Updated: Jacqueline Fernanadez shared glimpses from her visit to the Art of Living Foundation, where she found peace in the presence of spiritual leader Sri Sri Ravi Shankar. Jacqueline Fernandez is making headlines for the success of her latest film Housefull 5. Amid her busy schedule and the film's massive box office collection, the actress took a detour from the spotlight and headed to Bengaluru for a spiritual retreat. She visited the Art of Living Foundation and found peace in the presence of spiritual leader Sri Sri Ravi Shankar. Taking to her Instagram handle, Jacqueline shared glimpses from the special visit. Tagging the spiritual guru, she penned a heartfelt caption that read, 'My heart is full thank you Gurudev for the guidance and the light. I feel indebted to you." In the pictures, Jacqueline appeared calm and reflective. Dressed in a pink ethnic outfit, she was seen sitting peacefully in front of Sri Sri Ravi Shankar. Her expression and posture radiating a sense of gratitude and grounded serenity. The actress also posted a few clips where she could be seen mingling with children, caressing cows, elephants and horses at the ashram—soaking in every bit of joy and simplicity the place had to offer. Fans are loving this side of Jacqueline. Away from the limelight and red carpets, this grounded, spiritual version of her is striking a heartfelt chord with many. As soon as she posted the update, fans flooded the comments with love and admiration. One of her fans wrote, 'Hey Jacqueline, the way you've transformed yourself after going through so much is honestly incredible. Watching you grow and heal is so inspiring. The love and care you show for animals just proves how beautiful your heart is. You're glowing—inside and out—and I just want you to know you're my biggest inspiration. So, so proud of you." Another follower commented, 'Loving the way you are spending time with cows and animals." Amid the unwavering success of Housefull 5, her visit to the ashram was clearly not just a casual detour, it was a meaningful journey towards inner peace and spiritual growth. On the professional front, Jacqueline Fernandez will next be seen in Ahmed Khan's Welcome to the Jungle, the third installment of the Welcome franchise. The film, starring Akshay Kumar, Disha Patani, is slated for release this Christmas.
