The yoga scholar Andrea Jain describes these claims of Iyengar's in terms of "elaborating and fortifying his yoga brand" and "mass-marketing", calling Iyengar's 1966 book "Light on Yoga" "arguably the most significant event in the process of elaborating the brand". The yoga teacher Bernie Gourley notes that the book neither describes contraindications systematically, nor provides evidence for the claimed benefits. Jain suggests that "Its biomedical dialect was attractive to many." For example, in the book, Iyengar claims that the asanas of the Eka Pada Sirsasana cycle