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Group Assignment

SUBITTED BY:

Parag Zade | 179278074
Kajal Vadher | 179278053
Sakshi Rajput | 179278065
Pooja Pendharkar | 179278035
Sanya Takhtani | 179278080
Vighnesh S | 179278034
History- Vision of Gurudev Sri Sri Ravi Shankar
Sadguru was born in 1956 and graduated in Vedic literature and physics. Being able to
recite verses from Bhagavad Gita he was considered as a special child. He was trained by
Sudhakar Chaturvedi which lead him to a path of meditation and mental peace.

Gurudev has tried to spread the message of a one world family, which is free from
stress, and violence. He has created new techniques like Sudarshan Kriya which has
helped millions of people to find relief from stress and also made yoga and meditation
relevant to the new age changing world. As a spiritual teacher he has earned a lot of
disciples who carry forward his message of stress-free, violence-free society.

Sudarshan Kriya Yoga Benefits:

Gurudev founded The Art of Living as an international, non-profit, educational and
humanitarian organization. He also co-founded the International Association for Human
Values (IAHV) in 1997. He is also founder of World Forum for Ethics in Business. He was
awarded Padma Vibhushan for his work in Spirituality.

“Difficulties do come in life, but to overcome difficulties, one needs to be strong, and
strength comes only through knowledge and wisdom.”

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Major Areas of Work

• Cauvery rejuvination • Reconciliation meet
• Kerala releif kashmir conflict
• Rehabilitation of • Peace message in
tribes Columbia
• Swachta hi seva
cleanliness drive
Service and
Peace
Social
Initiatives
Programs

Culture,
Spiritual
Leadership
and Human
Values
• Won Simon Wiesenthal • Mahashivratri
Center’s International celebrations
Leadership Award • Promoting women
• Settlement of Ayodha leaders
matter • Promoting plastic free
enviornment

Gurudev’s philosophy: “Unless we have a stress-free mind and a violence-free
society, we cannot achieve world peace

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3 C’S
Company:
The Art of Living as an international, non-profit, educational and humanitarian
organization. Its educational and self-development programs offer powerful tools to
eliminate stress and foster a sense of well-being.

Founded in 1981 and headquartered in Udaypura, Bengaluru and operates in 155
countries. It offers programs like

− Happiness Program

− Advanced Meditation Program

− Prajna Yoga (Intuition Program)

− Corporate Programs

Customers
The Art of Living is a DPI NGO (Department of Public Information) and plays an active
role in communicating and contributing to various United Nations goals.

− Followers of Gurudev from all over the world

− People looking for mental peace like victims of natural disasters, survivors of
terror attacks and war,

− Children from marginalized populations, and communities in conflict

− People from all walks of life who want a spiritual solution to live a stress-free life

− People looking for Ayurvedic products

“Difference between motivation and inspiration - Motivation is external and short
lived. Inspiration is internal and lifelong”

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Competitors
− YogaWorks founded in 1987 headquartered in Santa MonicaCalifornia. It offers
professional yoga, pilates, and movement classes

− Patanjali as Art of living planning to sell ayurvedic toothpastes, soaps, and
herbal products across India through Sri sri Tatva brand stores

− Total Brain was founded in 200 and is headquartered in San Francisco, USA.
Helps people achieve overall control of emotions, cognition etc

Brand Promise:
Vision: stress-free, violence-free society that unites millions of people around the world

To provide people with techniques and tools to live a deeper, more joyous life

Experience a calm mind, reduced anxiety, increased energy levels and sustainable
happiness everyday!

Art of Living- who owns it
It is not owned by any single person. It is an NGO. It was accredited as a United Nations
non-governmental organization in 1996.

It works in special consultative status with the UN's Economic and Social Council,
participating in a variety of committees and activities relating to health, education,
sustainable development, conflict resolution, and disaster relief

“Worrying doesn't make any difference, but working does and spirituality gives one the
strength to work”

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Branding elements
Brand Identity: Art of Living – Clarity in mind, purity in heart and sincerity in action

Brand Image: Spiritual, helpful, peace

Logo:
Significance- Swan which lives in water remains calm and does not easily move with
movement in water, similarly we should live life joyfully and not get bogged down by the
troubles and problems around us. The rising sun indicates the awakening of the
consciousness.

Brand Equity:
The global annual turnover of the organization is around Rs.1,000 crore. With around
Rs.8 Crore allocated to India alone for its monthly activities.

“Sadhyojata means “creating every moment anew, knowing every moment new.’ We are
used to a certain dimension, so this may go beyond you.”

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Brand extension:
Sri Sri Ayurveda- Art of living expanded into selling ayurvedic toothpastes, soaps, and
herbal products across India through 1000 brand stores

Online Art of living store

Online store - Sattvastore sells books, games, electronics and other meditation items

“If you can win over your mind, you can win over the whole world.”

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