Food & Beverage

India

Tattva: Reclaiming Traditional Wellbeing In India

Propellerfish teams in India explore how the adoption of Indian wellbeing practices in the West have impacted those practices at home

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The Challenge
How has the West's adoption of Indian wellbeing practices, impacted those same practices in India?
Project Highlight

Propellerfish teams began seeing Westernized expressions of Indian Wellbeing practices show up in cities like Mumbai and Delhi. We wanted to understand what was happening so we spent time with experts across India and engaged Indian expats working in the wellness industry abroad to help. Together, we tease out the nuances and concerns Indians have about this exchange between cultures. What we find is a reclamation of these traditions and a desire to own and reshape the narratives around these practices both in India and abroad.