| Summary/Abstract |
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.
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