Nicole Karapanagiotis, "Branding Bhakti: Krishna Consciousness and the Makeover of a Movement" (Indiana UP, 2021)

How do religious groups reinvent themselves in order to attract new audiences? How do they rebrand their messages and recast their rituals in order to make their followers more diverse? In Branding Bhakti: Krishna Consciousness and the Makeover of a Movement (Indiana UP, 2021), Nicole Karapanagiotis considers the new branding of the Hare Krishna Movement, or the International Society for Krishna Consciousness (ISKCON). Branding Bhakti not only investigates the methods the ISKCON movement uses to position itself for growth but also highlights devotees' painful and complicated struggles as they work to transform their shrinking, sectarian movement into one with global religious appeal. Raj Balkaran is a scholar, educator, consultant, and life coach. For information see rajbalkaran.com.