AYUSH: An year of consolidation

Press Information Bureau (GOI): Holistic Healing has almost become a mantra in today’s world given the myriad of health problems that mankind is facing on account of modern stressed out lifestyles. It is being increasingly accepted by the global community, both by patients and medical practitioners that no single system can address all the health needs of modern day society. India as we know has a long and ancient tradition of holistic healing, be it Ayurveda, Siddha, Unani or Yoga. They are not merely symptomatic treatment systems but lay emphasis on the fact that the basic premise of good health is a healthy lifestyle. This makes them ideally placed to provide answers to the health care needs of modern society.

AYUSH has a fairly large infrastructure of about 7 lakh registered practitioners, 3000 hospitals, 21000 dispensaries and over 450 UG/PG teaching colleges with an admission capacity of nearly 30,000 students. In order to take the benefits arising out of these to the people, steps have been taken to mainstream AYUSH in the health care delivery set up of the country. The road map includes posting an AYUSH doctor in every PHC/CHC. Over 4000 doctors have been appointed on contract and AYUSH facilities have been created in 203 district hospitals, 1798 PHCs and 2350 CHCs.

National Campaigns – A unique initiative
What were once the preferred systems of health care for the masses are increasingly getting confined to a small section of western educated urban elite. As part of the strategy to bring back these systems into the mainstream the unique initiative of launching National Campaigns on select AYUSH themes was taken, the themes were developed keeping in mind specific areas of strengths that the different systems of AYUSH have. The broad format of the National Campaigns envisages the launch of the campaigns by a 2 day workshop at the National level followed by workshops at the State level and then at the district and sub-district levels. Thus a cascading effect is envisioned to spread the outcomes of the National Workshops from the Centre upto the district and the panchayat levels. So far four such campaigns have been launched. The first in the series being on Ksharsutra, which is an Ayurvedic para surgical procedure for treatment of Ano-rectal disorders. The technique not only stands duly validated by ICMR, but is being practiced by modern doctors in countries like Japan for over 20 years now. The Second was Homoeopathy for mother and child care. As we all know the health care needs of children and especially pregnant and lactating mothers are very different from the population at large. Homoeopathy being safe, effective, palatable and free from side effects is ideally suited to meet this need. The third Campaign was “Ayurveda for Geriatric Care”. The fact that the global population today is becoming increasingly gray is well documented. The chronic inflammatory and degenerative conditions that the elderly suffer from need special care, but with a health infrastructure already creaking under the burden of a growing population, care of the elderly is not a priority. Given this backdrop, Ayurveda provides the ideal health option with its Rasayana therapy which is a dedicated branch of Ayurveda for the care of the elderly. This was one of the 8 branches of Ayurveda developed millennia ago, and today in 21st century we are looking to it for solutions. The fourth campaign was on Quality Assurance of AYUSH drugs.

Some of the interesting outcomes of the different campaigns:

1. During the Ksharasutra campaign it became increasingly evident that there was an ancient technique which was not only validated by ICMR but had many takers amongst allopathic practitioners, who wanted orientation courses on the technique.

2. A core group of homoeopaths and allopaths has been set up to list out the specific conditions, which can safely and effectively be treated by Homoeopathy.

3. Both the ASU&H Industries and the enforcement agencies should work closely for capacity building for transition from quality control mindset to quality assurance mindset which includes process validation and converting textual knowledge into process technology and documentation at every stage of the production cycle as per GMP requirements.

4. A module for training of both AYUSH and Allopathic doctors on Geriatrics has been prepared.

New Schemes

Several new schemes have been taken up by the department during the 11th Plan, ‘Development of AYUSH Industry Clusters’ at an outlay of Rs. 100 crores is based on the recognition that the cluster approach is participatory, cost effective and provides critical mass for customization of the enterprises on ‘collaborating while competing’ principle. So the first cluster in Thrissur at Kerala has been approved and others in Nasik, Pune and Amritsar are in the final stages of appraisal. Identification of reputed AYUSH knowledge institutions in Non Governmental/Private Sector and supporting them to upgrade their functions and facilities to centres of excellence is another novel scheme of the department. Eight such centres are already being supported under this scheme.

AYUSH drugs have the potential to tackle community health problems resulting from nutritional deficiencies, epidemics and vector-borne diseases recognizing this the department has initiated the Scheme of AYUSH intervention in Public Health. The scheme is aimed at supporting innovative proposals of Government and private organizations to promote AYUSH interventions for community health care and to encourage utilization of AYUSH practitioners in public health programmes.

Apart from the codified systems of Medicine of India substantial knowledge exists in the form of local health traditions in various parts of the country. The department has launched a new scheme of grant-in-aid to NGOs working with rural communities to revitalize these local health traditions. More than 15 projects have been sanctioned so far.

In an effort to introduce AYUSH practitioners to the latest trends in teaching and clinical practice and to upscale their skills in new and emerging fields like IT enabled learning. Re-orientation Training, Continuing Medical Education and Exposure programmes have been undertaken.

Work on creation of a Traditional Knowledge Digital Library was continued during the year. Transcription of 90,000, Ayurveda 110000, Unani and 12000 Siddha documents has so far been completed. Access agreements are in the final stages of being signed with patent offices like EPO and USPTO for search purposes to prevent bad patents from being granted.

The cabinet approved setting up a National Mission on Medicinal Plants at an outlay of Rs. 630 crores for the 11th plan period. This addresses the entire gamut of issues facing the raw material sector of AYUSH starting with the cultivation of over 80,000 hectares to setting up seed centres, nurseries, medicinal plants processing facilities, post harvest management, testing for quality, good collection and agricultural practices to providing marketing support.

Pharmacopoeial Standards

Pioneering work has been done in the field of laying down of pharmacopoeial standards for ASU&H drugs, through the involvement of laboratories of our own Department and that of CSIR. Standards for 540 Ayurvedic classical drugs have already been published. First volume of pharmacopoeial standards for 50 poly-herbal formulations has been released. Pharmacopoeial standards for 200 Unani drugs and 71 Siddha formulations have been published. 9th Volume of Homoeopathy Pharmacopoeia of 100 raw drugs has been published. PLIM which has been modernized and is being designated as a WHO Collaborative Centre, has developed HPTLC Finger Print Atlas of 80 Ayurvedic single Drugs.

Achievements on the International front

As part of the on going Indian effort to reach an understanding with ASEAN countries, on various sectors of trade and commerce, the Department of AYUSH hosted an Indo-ASEAN conclave on Traditional Medicine. Given the vitality of traditional medicine systems in both the Indian subcontinent and the rest of the South East Asia, it is only natural that we share each others strengths in the sector and establish a synergistic relationship for the growth and development of Traditional Medicine. As an outcome of this an MoU between India and ASEAN countries has been drafted and communicated to the ASEAN Secretariat. An MoU on Traditional Medicine was also signed with China.

Efforts have been made to partner with like minded institutions for furthering the cause of AYUSH systems, like deputation of Ayurveda Experts to US Medical Schools. There is a Proposal to start one year PG Diploma for medical doctors in Debrecen and other Universities in Europe. We have taken steps for setting up a Centre for Research in Indian Systems of Medicine(CRISM) with the National Centre for Natural Products Research (NCNPR) at the University of Mississippi, this is a collaborative project between the Department of AYUSH, IIIM Jammu and NCNPR. A mirror centre has already been set up at IIIM Jammu.

source: www.ayurvednews.com 

Ayurveda helps Kerala emerge as tourism hub

 The centuries-old tradition of ancient Indian Ayurveda is fast turning Kerala into a global medical tourism destination, attracting tourists as well as International celebrities to the state.

When British super model Naomi Campbell landed in Kerala last year for an Ayurvedic massage session at Leela Kovalam Beach hotel, she was only affirming the efficacy of the Indian healing system with God's Own Country as its torch-bearer in modern times.

According to sources in Kerala Tourism department, those who visited the state in recent times included Italian film director Bernardo Bertolucci, known for his global hits like Last Tango in Paris and The Last Emperor, who came to the state for Ayurvedic treatment for a nagging ailment.German TV and film actress Ingeborg Schoener (77) has been trooping into the state for the last eight years for Ayurveda treatment.

Completely cured of her painful knee problem, she told the tourism officials that she had stopped allopathic treatments.

"Thanks to Ayurveda, I feel fantastic. I make ghee at home and have stopped using oil to fry food. I do my yoga, drink a glass of hot water first thing in the morning and buy one-year worth of Ayurvedic medicines," a spokesperson for the department quoted her as saying.

Pop star Madonna, Hollywood actress Demi Moore and Cherie Blair, wife of former British Prime Minister Tony Blair, have also used Ayurveda for their well-being.

Back home, former Prime Minister A B Vajpayee is an ardent believer in the healing properties of Ayurveda's Panchakarma therapy.

After his visit to Kumarakom lake-side resort, from where he famously "mused" on the state of the affair of the nation in 2000, Mr Vajpayee told people around him that he felt very relaxed after Ayurveda therapy in Kerala.

The list of celebrities from the showbiz world, sports and politics, fascinated by Ayurvedas power to rejuvenate, detoxify and cure, is a never ending one.

Former President Pratibha Patil, spouses of Vice-President Mohammad Hamid Ansari, Kerala Governor Nikhil Kumar, German soccer legend Gerard Mueller's parents, Union Ministers Shashi Tharoor and A K Antony, Chief Minister Oommen Chandy and Tata Motors MD Karl Slym have all experienced the curative and wellness power of Ayurveda.

"Ayurveda, practised in Kerala in its traditional and authentic form, has been a major attraction for tourists.

We are now planning to leverage its healing and curative aspects, along with its wellness system, to woo tourists during the monsoon season", Kerala Tourism Secretary Suman Billa told PTI.

"It can help Kerala become a 365-day destination and ensure repeat visits by overcoming the element of seasonality," Billa said.

Binod Sydney, Chief Physician at Travancore Heritage, said the Malayalam month of "Karkitakam" (roughly July during the monsoon season) is important because the body absorbs more medical effects of Ayurvedic treatment.

"Symptoms of a large number of diseases, like arthritis, nervous system disorders, Parkinsons, asthma and skin ailment, flare up during monsoon but the treatment is also the most effective during this period as the atmosphere becomes dust-free and cool," he elaborates.

From autism to Alzheimer's, from pregnancy to weight loss, from migraine to diabetes, from sexual disability to slip disc - there is not a single problem that Ayurveda does not have an answer for.

K B Bhadran, DGM, Quality Assurance Department, Santhigiri Ashram, said "We are sticking to the traditional form of Ayurveda. We are not acting as a massage parlour but as a genuine healthcare provider round the year with wellness and recreation only a part of it."

In view of the growing fascination for Ayurveda, the private sector has entered in the wellness sector in a big way, as is evident from the number of spas, hotels and resorts coming up in Kerala.

Pankajakasthuri, Kottakkal, Kairali, Shanthigiri and Vaidyaratnam are among the major private players in the Ayurveda sector.

Kerala Tourism has introduced the "Green Leaf" and "Olive Leaf" grading for Ayurvedic institutions in order to ensure quality service.

"Green Leaf is given to those Ayurvedic centres which provide 'five star' facilities while Olive Leaf is for the 'three star' category. These classifications ensure the credibility of service providers and the quality.

"It will help tourists to identify appropriate centres for their requirements," says Billa.

According Nischita NJ, doctor at Santhigiri Ashram on the outskirts of the state capital, Ayurveda medicines are given to patients with prayers. Even before making medicines, as the tradition goes, permission from the plants are sought.

Thrissur-based Care Keralam, a confederation of Ayurvedic industries, says if properly branded, the wellness industry in Kerala can become a Rs. 2,000-crore industry.

According to state tourism director Rani George, Ayurveda has resulted in the average stay back period of tourists in Kerala going up from 14. 1 to 18 days now, the highest in the country.

Courtesy:-NDTV

Plans to woo tourists from Middle East, Russia

Buoyed by the growing popularity of its 'Age Halt' programme that provides Ayurveda treatment on the go, Kerala Tourism Development Corporation is all set to woo tourists in a big way, especially from the Middle East and Russia, during the monsoon season.

Tourists are coming mostly from Germany,Britain, Russia and France, but KTDC is keen to enter the Gulf countries in a substantial manner.

"We have organised special road shows in the Gulf last year, and the Arabs are now coming to Kerala for the treatment of lifestyle diseases," KTDC Managing Director N Prashant said.

"The Arabs are tempted by the sight of rainfall. If we combine it with the Ayurvedic therapy, it will be a big opportunity for Kerala to leverage its traditional medicine system as a strong wellness quotient during the monsoon," he noted.

Ayurveda, as a tourism product, has great prospects in the Middle East, Australia and Russia, besides traditional markets in Germany, Kerala Tourism Director Rani George said.

The state tourism has already started a new campaign 'Kerala- The Home of Ayurveda' to promote Ayurveda in domestic as well as international markets.

"We are planning to launch a media blitzkrieg and outdoor hoardings in the Middle Eastearly next month to promote Ayurveda tourism. In fact, we plan to target the entire Middle East to promote our tourist season from June to September which is the holiday season there," she said.

"Our Age Halt programme, launched last year, has sparked huge interest among the tourists both in India and abroad. It is a unique product that seamlessly combines Ayurvedic treatment and travel," said Prashant.

The programme provides exclusive Ayurveda packages through its premium properties such as Samudra (Kovalam), Bolgatty Palace, Bolgatty Island Resort and Marina House (Kochi), Tea County (Munnar), Lake Palace and Aranya Nivas (Thekkady) and Periyar House, inside the Periyar Sanctuary. "A tourist may be confined to one location for 10-15 days while the Ayurvedic treatment is on, forcing the tourist to forego the recreational aspect of travel. Age Halt is a combination of both recreation and treatment. A tourist who opts for a rejuvenation package at one place can move to other properties of KTDC without any interruption under continuous medical supervision," he said.
KTDC has 72 properties, including nine premium ones - the largest in the country. It has tied up with Santhigiri Ashram at some properties for providing Ayurvedic therapy. The duration of the packages ranges from 1 to 21 days and the tariff varies from Rs 1,900 to Rs 1,92,500.

"People are loving the programme. This is our USP and no one can replicate it because we have the largest number of properties. Besides, we have the first mover advantage. Also, it is in the government sector that ensures safety, reliability and quality," he said.

Kerala is also pinning hopes on domestic tourists to sustain its monsoon tourism. "We can't afford to ignore domestic tourists. Monsoon months are a vacation time in the northern states, and Kerala gives a relatively cheaper option to people from these states to availAyurveda therapy while on the move," Prasanth said, adding KTDC would soon launch a monsoon package, including Ayurveda and indoor games.

KTDC is setting up a drive-in beach resort at Muzhappilangad beach in Kannur district, which will be the largest in Asia."This will be yet another KTDC's premium property with facilities of Ayurveda therapy."

Overall, Kerala recorded arrival of 7.9 lakh international tourists and one crore domestic tourists last year.

"Kerala's monsoon tourism and Ayurveda are now drawing an increasing number of tourists. We need to ramp up Ayurveda's profile and leverage it aggressively to bring more tourists from new markets," Prasanth said.

Courtesy:- Economic Times