This essay studies “Gurus,” specifically the globalization of Hinduism that has spread Hindu spiritual practices in the West and also influenced the practices in In- dia. In the United States, a focus on the self and individualism is a trait commonly found which has led to an increase in mindfulness practices. These practices travel around the world and are changed in the process, then come back to the “East” as comodified practices. Many modern gurus have latched onto traditionally Hindu practices and teachings and sell their own version of it in lectures and products that promise its consumers a better life if they follow the specific guru. The spread of Hinduism and the rise of the internet, which allows gurus to spread their teachings to a global audience, have created a culture of consumerism in which gurus can thrive by amassing a following and selling their products and services.
"The Economics of the Guru,"
Denison Journal of Religion: Vol. 18
, Article 5.
Available at: https://digitalcommons.denison.edu/religion/vol18/iss1/5