Author: Varuni Bhatia

Associate Professor of History at Azim Premji University and author of Unforgetting Chaitanya : Vaishnavism and Cultures of Devotion in Colonial Bengal

June 21, 2018 /

Convergence of an existing ‘fitness fad’ amongst India’s aspirational middle class with the #HumFitTohIndiaFit social media campaign as a precursor to the International Yoga Day, has helped to convert an exclusionary and violent somatic nationalism of the RSS into a secular principle. This appeals greatly to the Indian middle-class. It allows India Inc. to feel the rush of patriotic sentiment without having to get its hands dirty in a refurbished akhada. It allows those of us who live in comfortable high-rises with attached gyms and swimming pools to smell our own sweat and feel incredibly proud for having performed an immensely patriotic act.
This is lifestyle patriotism of the most insidious variety. It turns citizens into consumers, yoga into a collapsed 5-minute workout video, and the very real issue of both individual health as well as the health of a vast citizenry into nothing more than a social media gimmick.