Shoppers buy yoga kits from Khadi Udyog in Delhi ahead of International Yoga Day.
Buoyed by enthusiasm around World Yoga Day being organised tomorrow, the Union government now plans to market 'brand yoga' through merchandise - sports apparel, mats and accessories.
The government has called for tenders for the purpose as it invites interested companies to produce the gear.
"When I outlined a vision for an International Day of Yoga in September 2014 at the United Nations General Assembly, even I did not anticipate the enormous enthusiasm for the occasion from all corners of the world," Prime Minister Narendra Modi on Sunday.
In the run-up to the day, Khadi Udyog is now selling a yoga kits. A white t-shirt, track pants add a little patriotic accessory with a yoga mat and for Rs 1,500 you are all set for Yoga Day with an attire identical to what PM Modi wore last year.
"From Jammu and Kashmir to North East and even down south we have made huge supplies this year. The yoga kit is a rage," said DS Bhati, Assistant Director of Khadi Udyog Bhawan.
Sources in AYUSH ministry have told NDTV that this year, the second iteration of Yoga Day, will be big on sponsorships and merchandise, making revenue at the same time.
And it's not government stores alone. Various corporates are rolling out a plethora of merchandise, offering packages and deals to capitalize on the international event.
Online marketplace Snapdeal has launched a special yoga-themed store featuring over 500 yoga-related products like yoga learning e-guides, mats, modern yoga equipment, yoga-wear and more.
Besides these, colorful and trendy yoga accessories such as mats, sippers, grip socks, yoga sleeves and bags are also on offer.
The recently-launched Art of Living store on eBay has on offer audio CDs and DVDs on yoga.
Even travel companies are trying to make the most of the Yoga fever. Yatra.com announced special yoga packages covering yoga hub Hrishikesh in the north to Kovalam in the south.