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SUBITTED BY:
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.
“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
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
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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.
− Happiness 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.
− People looking for mental peace like victims of natural disasters, survivors of
terror attacks and war,
− People from all walks of life who want a spiritual solution to live a stress-free life
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Competitors
− YogaWorks founded in 1987 headquartered in Santa MonicaCalifornia. It offers
professional yoga, pilates, and movement classes
− 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!
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
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 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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