"India has been known for its spirituality, swamis and sadhus for as long as anyone can care to remember. Spirituality has been one of India’s most successful exports — Bollywood’s `soft power’ notwithstanding.", he starts with this.
He adds, "It would be most unusual to refer to the purveyors of spirituality as entrepreneurs but then that is what they, in a sense, are. They are on their own, they undertake their work with a great deal of passion and energy, and actually head organisations that generate serious revenues. 'Given the vast spirituality market’, it is not surprising to find a bewilderingly large array of spirited entrepreneurs of spirituality."
"Yet there are only a few that have acquired a pan-Indian or global following. The success of these few, therefore, offers many interesting marketing lessons to entrepreneurs from the temporal world.", though seems in 'pain and humility', he however acknowledges 'The Truth Absolute' !
Read the article, "Religion: opium of masses", in it's entirety.
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