| ID | 153017 |
| Title Proper | Ayurveda of Baba Ramdev |
| Other Title Information | biomoral consumerism, national duty and the biopolitics of ‘homegrown’ medicine in india |
| Language | ENG |
| Author | Khalikova, Venera R |
| Summary / Abstract (Note) | This paper examines a cultural politics of nationalism and alternative medicine in India. It investigates the rhetoric of a popular guru, Ramdev, who criticises ‘the West’ and promotes ‘homegrown’ yoga and Ayurveda for strengthening individual bodies and the body of the nation. I argue that the expansion of the Ayurvedic market in India and Ramdev's personal success are both based on discourses that interweave a neo-liberal quest for health with nationalist sentiments and consumerist desires. I show how yoga and Ayurveda—situated within narratives of citizens’ duty to consume the homegrown—have become political tokens of national belonging and biomoral consumerism. |
| `In' analytical Note | South Asia: Journal of South Asian Studies Vol. 40, No.1; Mar 2017: p.105-122 |
| Journal Source | South Asia: Journal of South Asian Studies 2017-03 40, 1 |
| Key Words | Nationalism ; India ; Biopolitics ; Morality ; Yoga ; Ayurveda ; Alternative Medicine ; Baba Ramdev ; Biomoral Consumerism ; Media Discourses ; Patanjali |