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In money terms the industry has almost doubled since 2004. Yoga Journal, a 35-year-old publication with a readership of nearly a million per month, estimates the annual market for this industry in the US at roughly $6 billion, with nearly 16 million Americans practicing yoga in 2008. Yoga in its many manifestations has become part of the American landscape, and a lucrative industry. This ‘holistic food’ outlet is gradually gathering a clientele, and some of that is derived from the numerous yoga studios that dot Manhattan. Most yogis take ayurvedic food, with proteins, calcium, vitamins, nothing deep fried," explains Dinu Mulloli. "Yogi’s Kitchen is based on the principles of yoga.
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Called Yogi’s Kitchen, this vegetarian restaurant is the brainchild of Dinu and Mamta Mulloli, who have shifted from their professions of finance and marketing and online software development respectively, to the cuisine business.
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This one mines the burgeoning American fascination with all things yoga. The new Indian eatery that opened in Murray Hill on May 3 is not just another desi joint. Given the determinedly unworldly implications of Mind over Madness, it’s a little ironic to correlate the event to the opening of a new Indian eatery in Murray Hill, a stretch of Lexington Avenue in Midtown Manhattan that is referred to as Curry Hill because of the multiplicity of Indian restaurants that crowd it. Every year on the summer solstice, Times Square in New York is transformed into a giant outdoor yoga studio as hundreds unfurl their yoga mats at an annual event called Mind over Madness that aims to "find tranquillity and transcendence in the midst of the world’s most commercial and frenetic place."