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The learning outcomes are as follows: understand the operating model of a not-for-profit organization; gain knowledge about the significance of an organizational structure to successfully run a not-for-profit organization; learn the socio-cultural implication of yog through BYS; and learn the applicability of growth and business expansion strategy in the case of a not-for-profit organization.

This case covers the innovative operating model of Bharatiya Yog Sansthan (BYS) – a not-for-profit organization which offers free service towards the society through yog. BYS was a not-for-profit organization that survived for long without accepting donation in any form. They had more than 3,500 Yog Centers in 21 States and 2 union territories in India and more than 60 Yog Centers in foreign countries. They were the only not-for-profit organization which had operated such a huge number of Yog Centers across the world. Des Raj became the face of BYS after the demise of the founder Mr. Prakash Lal. While adhering to the core principle of the founder, the list of challenges in front of Mr. Des Raj and other yog enthusiasts’ associated with BYS was long. There arise no questions regarding the level of commitment and dedication of Des Raj and his team. They had left no stone unturned to bring BYS into the lime light and perhaps this is the reason because of which BYS had stood for more than fifty years. On one part they were strictly against commercialization and on the other part, they wanted to reach every household. Was it truly challenging for them to reach people without spending money on promotion? Was it really difficult for a not-for-profit which survived without donation to establish it as a brand?

This case can be taught effectively to MBA/ BBA students as a part of Strategic Management and Entrepreneurship subject.

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CSS 11: Strategy.