When the government launched the Swachh Bharat Abhiyan on October 2, it was not just the broom manufacturers and the disinfectant makers who were all smiles. There are many companies that believe a clean environment begins with personal hygiene. That includes inner cleansing too.
Akshar, founder, chairman and course director of the Bengaluru-based Akshar Power Yoga Academy is one of those believers. “The Clean India Mission provides mid-to-long term opportunities to many commercial establishments including ours,” he says, and adds that a yogic journey starts with cleanliness of the body and surroundings leading to a clean and enlightened mind and soul. “In the long run, institutions like us who align with this bigger picture and create continued awareness in the masses on holistic wellness will reap the benefits of goodwill and commercial success standing the test of time,” he says.
The academy has plans ahead to align with the Clean India movement by taking up parts of Bangalore City on a cleanliness drive using skits, demonstrations and by leading from the front. “The more people become aware of cleanliness, the more conscious they’ll become about their health. This movement will not only enhance our brand value but also help us diversify into commercial propositions such as yogic education, food, dressing and so on,” says Akshar.
Chiranjeev Shrivastava, CEO, Ayushakti Ayurveda, a Mumbai-based chain of Ayurvedic clinics, thinks it is a “great idea” to extend the premise of cleanliness beyond the norm. To help the patients who are unable to travel up to the company’s Ayurvedic centers, Ayushakti will soon launch a mobile van, which is being billed as Mumbai’s first Detoxification Mobile Vehicle. The company plans to have five such detox mobiles by the end of this year.
Beyond exercise and detox treatments, the clean argument can be extended to food and drink too. That’s probably where companies that retail organic food or health beverages like green tea come in. “We have to all ask ourselves if we have low carbon footprints, do we conscientiously segregate garbage, and what kind of food we put into our bodies and also are we sourcing our products in sustainable ways,” says Neelam Chhiber, managing director and co-founder, Mother Earth. The company started off selling home accessories. Over the years, it has broadened its portfolio to include organic and natural food.
Akshar says, “Modiji’s movement will extend this campaign well beyond clean streets and toilets. That’s because a clean environment propagates cleaner minds and souls taking India to the next stage globally.”
With inputs from Jessu John