India Now - page 40

arm with the institution of a separate Ministry of Ayush in
November 2014. Since December 2014, the government is
aggressively promoting traditional Indian medicines, medi-
cal and wellness tourism under the National Ayush Mission
(NAM), a centrally sponsored scheme.
Dr Jayanarayanji, Managing Director, Acharya Ayur-
gramam Ayurveda Hospital and Panchakarma Center Pvt
Ltd, Thiruvananthapuram, attributes “the growing aware-
ness among the scientific community and the general public
about the intrinsic value of traditional medicine” as the rea-
son why Ayurveda, Unani and Siddha have entered the main-
stream to compliment biomedicine. “This is the reason why
India has been gaining ground as a Ayurveda health tourism
destination,” he says. However, he advises, “The challenge
today is to integrate the best of the different healing tradi-
tions to meet the healthcare needs of contemporary society.”
One of the oldest and most renowned institutions in Kerala,
the Ayurveda hospital receives around 400 foreign visitors,
mostly Europeans, notes the Acharya. “There is definitely a
visible spike in footfalls,” he says.
Most of the certified wellness institutions are being run
by established practitioners who, like Dr Jayanarayanji, have
been trained in the ancient
guru-shishya parampara
for at
(detoxification and rejuvenation), stress management, weight
reduction, skin and beauty care, bridal packages, happy part-
ners’ packages, post natal packages, etc. Besides, medical
packages for psoriasis, diabetes, spine and joint care, lifestyle
disease management and so on are also on offer. The appeal
of this wide range of non-invasive treatments is transnation-
al. Acharya Ayurgramam is accredited with Olive Leaf Cer-
tification by the Government of Kerala, ISO Certified, GMP
certified for Parma and is an Olive Leaf classified Ayurveda
centre. The credentials speak for the guru’s vast and deep
knowledge as do his words, “Our concept is more traditional
and the institution is located in the midst of Agastya Hills,
which is embedded with medicinal herbs and rare medicinal
plants including Mrithasanjeevani. Here, the breeze brings
in the fragrance of herbs to the valley village.” This is in
direct contrast to sea facing so called Ayurveda resorts that
the guru says are untenable ideas, as salt wind is a negative
factor during treatment in this branch of knowledge.
Consolidating to Lead
From ancient to modern players like Advatech Healthcare,
another Government of India certified operator, an innova-
tive healthcare service provider incubated in 2010 at STEP
least 15 years before being considered competent enough to
float their own outfits. Dr Jayanarayanji established his insti-
tution 12 years ago and the influx of a large base of Indian
patients is a testimony to the efficacy of his traditional treat-
ment methodology. “The average footfall as outpatient [OP]
is 85 Indians per day, regarding inpatient Indians is 900
round the year,” says the
, adding, “We are expecting
a boom in another five to 10 years.” For an average per day
charge of
2,800 to
3,000, a patient can avail Panchakarma
treatment, food and accommodation at the institution. What
differentiates wellness tourism from medical tourism is, as
Dr Jayanarayanji explains, “Ayurveda is the only medicinal/
treatment system in the world which offers treatments, thera-
py and medicines to people without presence of actual illness
or disease. Whereas, medical tourism is for persons suf-
fering from specific illnesses or some sort of health issue.”
The institution offers wellness packages like Panchakarma
IIT Kharagpur and initially funded by WEBEL VC, Indian
medical tourism is a flourishing ecosystem of diverse
medicinal and curative systems. With a foot firmly planted
in UK and another in India, this young company straddles
the globe with its differentiated offerings. Samit Kumar
Biswas, Director & CEO, Advatech Healthcare Europe Ltd,
oozes confidence when he says. “All the team members
have global health care experience and are able to identify
service gaps in each region that could be fulfilled by anoth-
er,” and this is the key to its smart success. It has affiliations
with Ministry of Tourism, Government of India, Medical
Tourism Association and MTQUA (USA) among others,
to back its credentials. In 1997, as a healthcare infrastruc-
ture professional travelling across the globe, Samit saw his
opportunity when the disparity between the costs in carry-
ing out procedures in countries such as UK, Canada and the
USA compared to the cost in high quality facilities in India
“The challenge today is to integrate the best of the
different healing traditions to meet the healthcare
needs of the contemporary society...there is
definitely a visible spike in footfalls.”
Dr Jayanarayanji
, MD, Acharya Ayurgramam Ayurveda Hospital & Panchakarma Centre
1...,30,31,32,33,34,35,36,37,38,39 41,42,43,44,45,46,47,48,49,50,...62
Powered by FlippingBook