Branding Bhakti

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How do religious groups reinvent themselves to attract new audiences? In this exploration of the Hare Krishna Movement, or ISKCON, Nicole Karapanagiotis examines its rebranding efforts. Traditionally recognized for their orange robes, shaved heads, and vibrant street dancing, contemporary ISKCON groups are significantly altering their public image and worship styles to appeal to a global audience. The author investigates innovative strategies employed in the U.S. and India, focusing on three new ISKCON brands designed to attract followers. Each brand is led by a prominent ISKCON guru and utilizes a blend of digital and social media, alongside the creation of unique "worship-scapes." These new environments replace traditional temples with corporate work-life balance programs, upscale yoga studios, urban spiritual lounges, trendy mantra clubs, and serene rural retreats. The work not only analyzes how ISKCON positions itself for growth but also sheds light on the complex and often painful struggles of devotees as they seek to transform their once-shrinking sect into a movement with broader global appeal.