‘Yog Udyog Hai’: Mapping the Political Economy of Self-care in Post-reform Dharamshala

This article is an ethnographic study of the proliferating small-scale self-care centres, such as yoga and meditation, that have mushroomed in Dharamshala in recent years. These centres are worthy of academic attention as they have created a market amidst the presence of transnational centres. Unlike transnational guru ashrams that are located in isolated areas and anchored in particular traditions—spiritual, meditative and yogic, the small-scale self-care centres are often located within the busy residential areas of McLeod Ganj, making it difficult to differentiate between mundane spaces and specialised ashrams. The article explores the constitution of these small-scale self-care centres, their topography, ambience, arrangements of the self-care centres and offerings, including programmes and events. In exploring the landscape—social, cultural and political-economic—in which self-care centres are evolving, it also examines how risks and vulnerabilities implicit in political-economic transformations provide an opportunity for these small-scale self-care centres to thrive. One may attribute expansive cultural markets, practices and centres to the increasing disposable income of the elite middle classes in India, as well as the rising preference for alternative, homemade remedies and regimens. This article, instead, explores how an expanding market is developing based on the demand of the non-elite middle-class population that has found several opportunities as well as vulnerabilities in the growing neoliberal market. The gap between aspirations to consume global brands and the absence of resources has been optimised by the growing small-scale self-care centres in Dharamshala, thereby turning yog to udyog .