Ayurveda', Is Now All Set to Reap the Benefits of Ayurveda Through Health Tourism

Chapter – 1

Introduction

Kerala, the name almost synonymous with the word 'Ayurveda', is now all set to reap the benefits of Ayurveda through health tourism. The reason for this is the popularity of Ayurvedic treatments and the manner in which Kerala is marketing Ayurveda in medical tourism.

Kerala is not only a beautiful destination in Southern India known for its scenic beaches and serene backwaters. Of late Kerala has gained international attention for Medical Tourism and is becoming a popular international medical tourism destination. Kerala is famous for its alternative medical therapies such as Ayurveda, which help to rejuvenate and revitalize the body. What many tourists have now discovered is that Kerala has a pool of trained doctors and nurses and an excellent network of hospitals that offer international standard treatments at very affordable prices. Previously Indians working abroad, such as residents of Kerala working in the Persian Gulf countries, would return to India for medical treatment. Now International patients too have realized the advantages of traveling to Kerala and the medical tourism industry has begun to take off in a big way. Faced with exorbitant fees for procedures such as cardiac surgery, dentistry and cosmetic surgery in their home countries, patients from the West and the Middle East have begun looking at India and Kerala in particular.

Indian doctors have established themselves as highly skilled and conscientious caregivers worldwide. Many doctors who have trained or worked abroad have returned to India to work here. Their reputation has led to the growth of the Medical Tourism industry in Kerala. Kerala Travel Tourism offers tour packages that combine medical treatment with a restful holiday in Kerala India. The world-class hospital facilities, pre and post-operative care and pleasant climate make your medical treatment and recovery in Kerala a positive experience. Some Medical Tourism options in Kerala are given below. 1

The Genesis

In the 1950s, Kerala had a State Hospitality Department. However, the functions of the department were confined to running of guest house, upkeep of residential bungalows of ministers and providng hospitality and other arrangements of VVIPs. At that time, there were not many hotels where foreign tourists could stay. Hence, they used to get accommodation in government guest house. "But, in the 1960s, the traffic of tourists started to increase. It was then the government realised that there is a lot of potential in the hotel sector. So, a separate Department of Tourism came into being," explains B Suman, Director, Department of Tourism, Government of Kerala. Soon Kerala realised that it had a huge market for health tourism. Tourists would automatically be inclined towards Ayurveda. It was a natural attraction; the credit goes to the positive results on health improvement and no side effects of Ayurveda. Suman says, "About 10-12 years back, Kerala started with the task of promoting Ayurveda on a larger scale. And since then it has been a wonderful journey. So much so, now we don't even need to market Ayurveda from scratch, it has become a global term." The promotion of Ayurveda in health tourism started in 1994 and the Kerala Tourism Development Corporation (KTDC) started Ayurvedic health centres in its premium properties like Hotel Samudra, Kovalam during the same period. "KTDC has tied up with the most reputed Ayurveda treatment providers and hence the authority of doctors and the quality of the medicines used are not compromised. The response has been encouraging," says Raj Mohan, Marketing Manager, KTDC. Besides India, the countries inclined towards Ayurveda are UK, France, Spain, Italy and also some Gulf countries like Saudi Arabia and the UAE. However, the award for the most number of tourists coming to India is bagged by Germany. And the growth rate of the tourists flocking for Ayurveda is increasing at the rate of around 20-25 per cent per annum.

Promotion Plans

KTDC has recently opened up an Ayurvedic resort called 'Thanneermukkom Ayurvedic Lake Resort' located beside the pristine backwater at Thannermukkom. "Here, we have tied up with the Keraleeya Ayurveda Samajam, a society formed by the Maharaja of Zamorine of Calicut in 1903 to promote and protect Ayurveda, headed by Padmasree Dr Rajagopal. Unlike the usual Ayurvedic spa/centres attached to a hotel, this resort combines authentic Ayurvedic treatment with leisure," adds Raj. The patient's medical records are thoroughly examined by a panel of expert doctors and treatment is suggested after verifying the medical conditions. Thus, the unique feature of the resort is that it provides treatment just like a fully- equipped Ayurveda hospital without reducing the leisure element by way of location, property etc.

Advantage Kerala

Kerala has the advantages of recognition worldwide as one of the ten must-see destinations, as described by the National Geographic Traveller and a developed healthcare delivery system, which enables the state to attract patients from other countries. KTDC has tied-up with the Cochin-based Amrita Institute of Medical Sciences (AIMS) too, the obvious reason is that AIMS has been receiving patients from 16 countries, including European countries, and recently there is a steady increase in the number of patients coming down for Ayurveda. Through the joint venture it will be possible to offer the patients quality medical care at AIMS and tourism options for both the patients and bystanders through KTDC. "For promotional purposes, our hospital has a tie-up with Hutch, Citibank, and ICICI Prudential, wherein we provide various concessions and special packages to their customers," says Sugana Kuroop, Corporate Communications Officer, Kerala Vaidyashala, a 200- bed hospital in Aluva, Kerala. "We also run a 300-bed Ayurvedic section at the Agra branch of Apollo Hospital". Apart from this, holding seminars and conferences throughout India forms a part of the marketing. "We have a tie-up with a Korean University. It's a exchange programme, through which the university will promote our brand and in turn we will market their various study programmes," says Sree Kumar, Marketing Manager, Vaidyaratnam Nursing Home. Vaidyaratnam has more than 1,000 branches all over India, from which 20 are in Kerala, with a 35-bed facility (30 rooms and 5 cottages) each. Kerala has recently won the Best State Award for tourism promotion from the Government of India. When asked about the role of Ayurveda in this, Suman answers diplomatically, "Kerala tourism basically revolves around four things -beaches, back waters, hill stations and Ayurveda. So, giving credit to only Ayurveda will not be fair. It has contributed as much as the other factors."

Classification Of Centres

The Department of Tourism has classified all the Ayurvedic centres in two categories-Green Leaf and Olive Leaf. The department does not take responsibility of any centre which is not classified in either of the above. "The most difficult part is letting the tourists know about this classification. I make sure to stress this particular point whenever I am in any travel mart abroad," says Suman, who adds that almost five lakh foreign tourists come to Kerala annually for Ayurvedic treatments.

Marketing Strategies

Kerala recently participated in the Information Technology Business (ITB), 2006. Every year, there are some new additions to promote Ayurveda. This year, it was Ayurveda Masseur, where a quick Ayurvedic massage was given to foreigners, "To give them a taste of what exactly is Ayurveda and how wondrous it can be. And if they want more, they can always visit Kerala for it," avers Suman.Apart from the masseurs, Kerala is always organising road shows all around the world for the promotion of Ayurveda along with modern medicine. The latest one being at France, others at Berlin and London. They will continue with the road shows in the future also. The best marketing can be done through World Trade Marts, next comes print advertising and then the electronic media. "We get maximum exposure and positive responses at the marts abroad," adds Geeta Ramesh, Managing Director, Kairali Group of Resorts and Spa, who says that the Kairali Group has been actively involved with the marketing of Ayurveda since 1989.

Ayurvedic Resorts Per Se

While all the hotels and resorts in Kerala are now including Ayurveda in their services, there are some resorts which are exclusively reserved for Ayurvedic treatments. "We offer the package of Ayurveda with yoga and meditation included. It is not a compulsion for the tourists to avail the other two facilities, if they do not want to," says Geeta. She does not forget to add that 90 per cent of the tourists visiting her resorts are from abroad, as Indians are not too much interested in the Ayurvedic treatments. When asked about how many of the total visitors at Kairali Resorts come exclusively for Ayurveda, she promptly replies, "All of them".

Food Plays A Key Role

In Ayurveda, food is given utmost importance. "We serve only vegetarian food while the tourists are undergoing Ayurvedic treatments for arthritis and paralysis." Also, the contents of the meal differ from person to person depending on the kind of problems they are facing. "Protein-rich food is given at our hospital and we also serve non-vegetarian food, but only grilled or baked," adds Dr Mohan Babu, Chief of Staff, Krishnendu Ayurvedic Hospital, a chain of two 40-bed hospitals. `

With so many Ayurvedic hospitals all over Kerala, there is a possibility that the tourists will choose them over resorts. But Geeta says, "In resorts, tourists can just stay for a few hours, get treated and go enjoy their holidays. But in the hospitals, people feel like they are really very sick and they cannot move around freely. Even the atmosphere at the resorts is more relaxing and that helps in quick recovery." But there is another aspect to this. While and after undergoing Ayurvedic medical treatment, one is supposed to take complete rest. "The tourists here come, take treatment and then they want to go swimming and running on the beach. We do not allow this," avers Dr Mohan, who receives almost 70 outpatients on a daily basis. And the treatment days can range from seven days to 21 days, depending on the problem the patient is facing. "Some tourists ask for chicken all the time, but we are very srtict", says Dr PK Lathika, Chief Physician, Sarathy Ayrvedic Hospital, a 30-bed hospital in Elookkara, Kerala. With the importance of accreditation of the Ayurvedic centres, every resort and hospital is looking forward to a government accreditation. And Geeta is very proud to say, "Along with the accreditation of our resort in Kerala, the Ministry was quite happy with the kind of quality offered at Kairali. The Ministry of Tourism even complimented our group saying - Your organisation will act as a role model for all the other Ayurvedic centres."

Obstacles

"Travel agents stress only on the massage part of Ayurveda. The pleasure part is given utmost importance in their agenda. They must also make people understand that Ayurveda cures many complex problems, like paralysis, which they will get only at an Ayurvedic hospital, under the observation of qualified doctors," says Dr Babu. There are a lot of illegal activities going on in the name of Ayurveda. As a result, it proves very challenging to convince tourists and Indian citizens to actually come and visit the Ayurvedic centre. "Authenticity becomes suspect for the visitors. Strong monitoring is required," adds Kuroop, whose hospital was featured in one of the episodes of CNBC's Crime Watch, which dealt with the topic of the name of Ayurvedic massage parlours being used for indecent activities. The accreditation system of the tourism department is a relief to all the Ayurvedic centres. "We face problems in exporting our medicines. Foreign countries have a compulsion of a certification regarding non-existence of metals in medicines. We have to spend almost 20 lakh for this certification", says Kumar, whose organisation manufactures 400 ayurvedic products, from the old Ayurvedic texts. Future Plans

Along with the projects already being carried on, there is always a need to make future plans for promotion. There is close competition in the Ayurvedic sector now. Existing and new hotels are compelled to have an Ayurvedic spa. In such cut throat competition, experienced and well-established hospitals also are now waking up to this. "We are planning to have a tie-up soon with the travel agents abroad. This will help us have greater exposure. Also, we will soon be having a tie-up with Yahoo and Google," adds Dr Babu. The Kairali Group has many projects lined up. The first thing they are planning is franchising. "An agreement with Vietnam is already in the pipeline. The others waiting include an agreement with Czechoslovakia and even China seems eager to sign one." "Holding exhibitions abroad is one thing we are looking forward to," says Kuroop, who already has patients lined up from countries like the US, Germany, UK, Italy and Spain. "We are also coming up with an e-discount coupon for Hutch subscribers, wherein if the subscriber wants to avail of the discount, he can get in touch with our hospital and we will send him the discount coupon on his cell. Simultaneously, our system will be informed about it." Apart from this, Kerala Vaidyashala will be involved in cross promotion with the Apollo group of hospitals. While the Apollo group will promote Vaidyashalas' services, they will in turn market Apollo. "We are planning for franchisees in the Middle East, as it does not have many complications and getting an approval for business in Ayurveda is easy," adds Kumar. Vaidyaratnam is also planning additional 15 cottages at each of its centres. "We are overbooked for three months."

Giving Health Tourism A Boost

Promotion of Ayurveda is done in print and electronic media too. But, the travel agents abroad help in better exposure and marketing. One reason for that is, they have their own clientele and they are the ones who can influence tourists to visit a particular resort or spa. Another good option is to participate in the ITB held annually. So, when there is severe threat from each other to all Ayurvedic hospitals and resorts, there is one Big Daddy who will benefit in any case: The Kerala Tourism Department! Guidelines for accreditation of Ayurvedic and Panchakarma centres have been finalised and issued for implementation. It has been decided to prepare and print brochures, CDs and other publicity material to promote Ayurveda in medical tourism. Medical and health tourism has been specifically promoted at various international platforms such as World Travel Mart, London. So, the Tourism Ministry is all set to reap the benefits of Ayurveda in a huge way. The Kerala Healthcare Holidays

It is a tour operating company specialises in Kerala inbound and healthcare tourism services formed by its directors with common goal as follows.

A) Identify quality Dental/Medical/Alternative Medical specialists with proven tack record. B) Create awareness among the people about the availability of such doctors and hospitals in Kerala. C) Kerala being a top tourist location promote the same.

Kerala Health Care Holidays gives utmost importance in providing quality services to inbound tours to Kerala. Hardcore professionalism is maintained to deliver what is being promised. The simple questionnaire provided in the site gives an idea about:

A) Area of interest in tourist related activities B) Time period of proposed stay C) Type of health care required D) The approximate treatment charge

Online consultation is possible with the panel of doctors to clear your doubts regarding the mode of treatment, time required, number of visits etc. As Kerala Healthcare Holidays specializes in travel and healthcare special care is given right from the time of receiving you from the airport. An accommodation of your choice is arranged nearer to the treatment center. Chauffer-driven conveyance is arranged. Appointment with the doctor is arranged, special diet arrangement are made available as per the recommendation of the doctor who is treating you. In case of necessity home nurses are arranged for 24 hour care. We make a home away from your home so that you will feel homely all the times. Hundreds of foreign patients have already been treated in guidance with Kerala Health care Holidays. Chapter – 2

Brief Introduction of Kerala

Kerala is a magnificent green strip of land, in the South West corner of the Indian peninsula. It has only 1.1 8 per cent of the total area of the country but houses 3.43% of the the country's population. In 1956, when the states were reorganized, Kerala was formed after tying the princely states of Travancore and Cochin with Malabar, a province under Madras state. Kerala may be divided into three geographical regions: (1) High lands, (2) Midlands and (3) Lowlands. The Highlands slope down from the Western Ghats which rise to an average height of 900 m, with a number of peaks well over 1,800 m in height. This is the area of major plantations like tea, coffee, rubber, cardamom and other spices. The Midlands, lying between the mountains and the lowlands, is made up of undulating hills and valleys. This is an area of intensive cultivation. Cashew, coconut, areca nut, cassava (tapioca), banana, rice, ginger, pepper, sugarcane and vegetables of myriad varieties are grown in this area. It is a purified world in Kerala, the land of trees. A big, spreading tree purifies as much air as a room air-conditioner. And the former is never switched off. The prolific, bustling, vegetation acts like a massive, biological, air-filtration plant working round the clock, round the year. Hence spending days in Kerala countryside is as if spending in an air- purified environment. So is the rejuvenating effect of the lush greenery of the state.

Thiruvananthapuram

Thiruvananthapuram, formerly known as Trivandrum is gateway to one of the most beautiful Indian states, Kerala. Stretching along the southern coast of the country, with the Backwaters reaching deep into the verdant countryside, Kerala affords a fascinating experience. The city of the Thousand - headed Anatha, the holy serpent on which Lord Vishnu reclines. Trivandrum is one of the most beautiful cities of India. Perched on undulating terrain of low coastal hills near the southern edge of the Indian mainland, clean and green Trivandrum, which was previously called Trivandrum, is an ancient city with trading tradition dateing back to 1000 BC. The city once formed a part of the capital of Travancore, which had its capital at Padmanabhapuram, now in Tamilnadu.The city is also a welcome departure from other large cities of India in its spacious layout and regulated life. It is also an excellent base to explore the interiors of Kerala, the southernmost region of India, and from Kochi, the Lakshadweep Islands. The city offers all modern facilities needed by a visitor and is a centre for cultural activities

Alappuzha

Interlocked with lakes and canals, Alappuzha district occupies a prominent place in the tourist map of Kerala. The Vembanad Lake stretching up to Kochi, the rivers Achankovil, Manimala and Pamba and a net work of canals in the district are used for inland navigation. The vast stretch of paddy fields of Kuttanad, which is popularly known as the ‘rice bowl of Kerala,’ is in this district. Coir and coir products form a thriving industry in this district. The exciting and unforgettable BOAT CRUISES between Alappuzha and Kollam offer intimate glimpses of backwater life and an unforgettable journey watching Coir making, boat building, toddy tapping, fish farming and the rugged village life. Alappuzha, the Headquarters of the district, is an ancient centre of trade and commerce. The town is popularly known as " VENICE OF THE EAST'. The most famous attraction in Alappuzha is the NEHRU CUP SNAKE BOAT RACE, which is conducted every second Saturday of August each year.

Kochi

Steeped in history, Kochi is popularly known as the ' Queen of the Arabian Sea ' and the Commercial capital of Kerala. From time immemorial, the Arabs, Chinese, Dutch, British and the Portuguese explorers followed the sea route to Kochi and left their legacies here. Arab and Jewish spice traders had settled here in the first century A. D. They prospered under the patronage of the Cochin Rajahs. Kochi’s fortune received a boost in the 14th century with the collapse of the ancient port of Kodungallur and thus it became the most important port in the Malabar coast. Today, Kochi is a major Naval Base and one of India's largest ports. The City of Kochi consists of a cluster of islands and peninsulas that includes the mainland of Ernakulam, the islands of Willington, Bolgatty and Gundu, Fort Kochi and Mattancherry. All these are linked by ferry services. Bridges also connect Ernakulam with Wellington Island and Fort Kochi and Mattancherry peninsulas. The Willington Island is an artificial island created with material dredged up when the harbour was deepened. Almost all historical sites are in Fort Kochi and Mattancherry. Idukki ( Munnar)

Munnar is 130 km southeast of Kochi. Situated at an altitude ranging from 1600 to 1800 meters above sea level, Munnar is surrounded by some of the world's highest tea growing estates. This Hill Station presents south India’s most enchanting mountain scenery. With its craggy peaks, sprawling evergreen tea estates and tranquil rustic atmosphere, Munnar is a delightful alternative to the better known hill stations of Tamil Nadu.Once Munnar had been the favourite summer resort of the European settlers for centuries.

Palakkad Silent Valley National Park

This National Park is 80 km. from Palakkad. It is popularly known as the evergreen forest and noted for its eerie silence because of the lack of cicadas. It is an important biosphere reserve in the Western Ghats and Home of the tribal people. The Valley known for the rare lion-tailed macaque. This National Park is a protected area for tigers also.

Few Tourist Centres in Cochin

Bolghatty Palace

This Dutch palace is situated on the Bolghatty island. At present it is being used as hotel. The island has a fine golf course and the panoramic view makes it an attractive picnic spot. Frequent boat service is available from the mainland.

Dutch Palace

The Dutch Palace was originally built by the Portugese. Later, in 17th century, the Dutch modified it and presented to the Raja of Kochi. Coronation of many Rajas of Kochi were held here. The place has a fine collection of mural paintings depicting the scenes from the Hindu epics Mahabharatha and Ramayana.

Chinese Fishing Nets The chinese fishing nets found here are the only ones of its kind in India. It is believed that traders from the court of the Chinese ruler Kublai Khan introduced these nets here.

Hill Palace

Built in the 19th century by Raja of Kochi, the Kochi province was ruled from here. The palace has been converted into a museum displaying a fine collection of articles used by the Rajas of Kochi apart from many archaeological findings.

Fort Kochi beach

A stroll along the beach, particularly at sunset with the chinese fishing nets and sailing ships in the background, is a fine experience. Many European style bungalows can be seen along the shoreline.

Jewish Synagogue

The synagogue ,magnificently decorated by Chinese tiles and Belgian chandeliers ,was built in 1568. Giant scrolls of the Old Testament can be found here. It is located near the Dutch Palace.

Museum of Kerala History

The museum has on display life size statues of many famous personalities and several paintings depicting Kerala History.

St. Francis Church

It is the oldest church built by a European in India. On his 3rd visit to Kerala, Vasco da Gama, the Portugese trader who reached India from Europe by sea, fell ill and died in Kochi. He was buried in the St. Francis Church. Later his remains were taken back to Portugal. In spite of that the exact place where he was buried has been marked out inside the church. The backwaters separating Ernakulam from Fort Kochi and Mattanchery are dotted with many small and big islands. A ride through the backwaters is an unforgettable experience. The Cochin Shipyard, Cochin Refineries, Fertilizers and Chemicals Travancore, Hindustan Machine Tools, Indian Rare Earths,etc and other large and medium scale industries make Kochi a very important industrial area. Chapter – 3

Ayurvedic Centres in Kerala

Welcome to Ayurtheeram. Where ancient palm leaf scripts on Ayurveda are delved into, revealing precious secrets of the ancient vidyas. Ayurveda is the traditional health science of India. It is considered to be the oldest branch of medicine in the whole world. Ayurveda is an intricate system of healing that originated in India thousands of years ago. Ayurveda is made up of two Sanskrit words: 'Ayu' which means life and 'Veda' which means the knowledge of. To know about life is Ayurveda. Ayurtheeram's Ottamooli was once the secret saver of the royalty of ancient India. This mystical therapy can now work wonders for you. Completely ridding your body of all deadly toxins and ailments, and rejuvenating it too. A life miraculous transformation, leaving you feeling fresh, healthier and most importantly immune to diseases. All in the course of a single day. Ayurtheeram is a full fledged Ayurveda hospital, set in a sprawling 17 acre campus, located in Kumarakom - the magnificent backwater region of Kerela. It also boasts of an herbal garden, facilities for Yoga, meditation and an Ayurvedic Spa restaurant. Ayurtheeram is a waterfront resort with 5 star facilities. Here a lace work of canals gurgling under swaying palms create 13 islands, all connected by rustic bow bridges. Quaint air-conditioned cottages, furnished in ethnic style, lie on canal banks. While indoor and outdoor recreational facilities complement your stay at Ayurtheeram.

Facilities

Facilities in the resort are 100 pax non AC conference hall, AC and non AC restaurants, large swimming pool, children’s play area, snooker parlour, curio shop, table tennis, badminton court, basketball, fishing, water games, boat rides, visit to bird sanctuary, evening cultural programmes, entertainment programmes, Thattukadu (ethinic Kerala tea shop) and also canoe ride in the canals. The facilities in the resort include Telephone, Mail and Message handling, safe keeping of baggage, doctor on call, money exchange, pick-up from arrival point, car parking, room service and hot water Laundry. The Ayurvedic centre with provisions for Yoga & meditation and the Thattukadu (ethnic Kerala tea shop) are exclusive features at Ayurtheeram. For those with an eye for entertainment, there are provisions for playing of indoor and outdoor games, fishing, water games, boat rides, a visit to the bird sanctuary, evening cultural and entertainment programmes and also a canoe ride in the canals. Besides there is an AC restaurant, a large swimming pool, a children’s play area, a snooker parlour and a curio shop.

Ayurveda

Rasayana Chikilsa

This treatment includes body massage with hand and foot by one or two masseurs with medicated oil and cream, internal rejuvenative medicines and medicated steam bath. This therapy is for 90 minutes to 2 hours per day for 7 to 14 days.

Body Purification Therapy

It is a process of purifying the whole body to attain proper balance of vata, pitta and kapha, based on the panchakarma and swedakarma treatment. The 15 day package process includes body massage, snehapanam, nasyam, virechanam (medicated purgation), snehavasthi, dhara, pizhichil, njavarakizhi, karnapooranam, tharpanam, sirovasthi, steam bath and internal medicines.

Slimming Programme : This includes two types of massages:

Medicated herbal powder massage Medicated herbal oil massage These two massages will be given for 28 days. This programme also includes medicated steam bath, intake of herbal juices and herbal tea. Additionally a very special ayurvedic diet is advised during the treatment period.

Stress Management : In this process, some herbal oils, medicated milk, medicated butter milk, etc. are poured on the forehead in a special rhythm for about 45 minutes a day for a period of 7 to 21 days. This treatment is mainly for insomnia, vata predominated diseases, mental tension, mental stress and certain skin diseases.

Other Therapies

Abhyangam: This is a special type of oil massage in which strokes arte given according to the circulatory channels for 45 minutes per day for 14 days. This treatment is very useful for obesity, loss of skin luster, sleeplessness and fatigue.

Dhanyamladhara: Warm herbal liquid is poured all over the body in rhythmic way using a special vessel. This is done for 45 minutes to 1 hour daily. This treatment is very effective for hemiplegia, paralysis.

Katee Vasti: In this process specially prepared warm medicated oil is kept over the lower back with herbal paste boundary. This treatment lasts for 45 minutes to 1 hour and it is good for any type of back pain and spinal disorders.

Kizhi: Herbal leaves or powders are made in boluses and are applied on the whole body or a part specified after dipping it in warm medicated oils. This is done for 45 minutes daily for a period of 7 to 14 days. This is very effective of osteo arthritis, spondylosis, sports, injuries, etc.

Ksheera Vasti: A medicated decoction which prepared with milk and done as enema to cure vatavikaras and will help to increase the body strength and body fairness.

Ksheeradhoomam : This is a special procedure in which a mixture for medicinal decoction and cows milk is heated and the steam thus liberated is passed to a tube and applied over the affected area or whole body. This is found very effective for facial palsies, speech disorders, ptosis and various nervous disorders.

Lepanam : This is a process in which medicated herbal paste is applied on the affected part, this is useful for various types of inflammatory conditions, skin diseases, arthritis, gout, etc.

Njavarakizhi : It is a type of sudation process in which the whole body or any specific part thereof is made to perspire by the application of certain medicinal puddings externally in the form of boluses tied up in muslin bag. Two to four masseurs apply this for about 60 to 90 minutes per day for a period of 14 days. This treatment is for all types of rheumatism, pain in the joints, emaciation of limbs, high blood pressure, high cholesterol and certain kind of skin diseases.

Nasyam : Being one among the Panchakarma procedures, Nasyam is a treatment in which herbal juices, medicated oils etc., are applied through nose for 7 to 14 days. This treatment is highly effective for certain kinds of headaches, paralysis mental disorders, some types of skin diseases, etc.

Pizhichil: It is one among the rare and special treatments of Kerala. In this treatment, lukewarm herbal oils are applied all over the body by two to four trained therapists in a special rhythmic way continuously for about 60 to 90 minutes per day for a period of 7 to 21 days. This treatment is done in a special table made from a single piece of Strychnos Nuxvomica wood. This treatment is very useful for Rheumatic diseases like arthritis, paralysis, hemiplegia, paralysis, agitanus, sexual weakness, nervous weakness and nervous disorders, etc.

Psoriasis Treatment Programme (Sidhma Chikilsa)

Ayurveda forms very effective treatment for all types of psoriasis and various other skin diseases. The special Ayurvedic treatment programme last for 21 to 28 days. This programme includes special lepanam, abhyangam, snehapanam, pizhichil, medicated steam bath, shirovasty, exclusively prepared internal herbal medicines along with yoga meditation because, ayurveda emphasis that most diseases are psychosomatic.

Sirovasthi : Certain lukewarm herbal oils are poured into a cap fitted on the head and held for 15 to 60 minutes per day according to the patient's conditions for a period of 7 days. This treatment is highly effective for facial paralysis, dryness of nostrils, mouth and throat, severe headaches and other diseases of the head.

Sirodhara : Sira means Head and Dhara means the continuous flow of a liquid. In this process some herbal oils, medicated milk, medicated butter milk, etc., are poured on the forehead in a special method of about 40 minutes in a day for a period of 7 to 21 days. This treatment is mainly for insomnia, loss of memory, headaches, mental tension and certain skin diseases.

Snehapanam : This world literally means oral intake of medicated oils or ghee preparations. This is done as a therapeutic procedure and also as a preparatory process during the body purification therapy. In this treatment medicated ghee or oils are given internally in proportionally increasing quantity for a period of 8 to 12 days. This treatment is very effective for osteo arthritis, psoriasis, chronic constipation, haemorrhoids, etc. Sukhanidra : Ayurveda, the knowledge of the life is not only related with the body, but with the mind and soul also. This particular treatment programme is very much helpful for conditions like insomnia (lack of sleep), anxiety and it improves immunity and self confidence. This treatment programme includes body massages, shirovasthy, ksheeradhara, thailandhara, thalam, thalapothichil and internal Ayurvedic medicines, yoga and meditation.

Sandhi Vatha Chikilsa: Unlike the modern medicine Ayurveda has very effective cures for arthritic conditions like rheumatoid arthritis, gout, osteo arthritis, ankylosing spondylosis, cervical spondylosis, osteo porosis, etc. This programme includes massage, lepanam and oil application on affected parts, kizhi, steam bath, snehavasthy, kakshaya vasthy, pizhichil, njavarakizhi, snehapanam and internal medicines.

Swasa Kasa Chikilsa: Respiratory diseases like bronchill asthma, prolonged cough, allergic rhinitis, sinusitis, etc., can be very effectively treated in ayurveda. This programme includes body massage, urovasti, pizhichil, podikizhi, snehavashti, kashaya vasthy, nasyam and internal Aurvedic medicines.

Thalam : Special powder mixed with medicated oil is applied on the top of the head for 20 to 45 minutes. This treatment is helpful for curing ENT problems, insomnia, migraine, etc.

Thalapothichil : Various medicinal herbs selected according to dosha predominance is made into a paste and applied to the scalp for 30 to 45 minutes. This treatment is good for insomnia, premature graying and other problems to the hair and scalp.

Udwarthanam : This treatment is otherwise known as Powder Massage. This is found very effective in the obesity, hemiplegia, paralysis, skin diseases, impaired circulation, etc. and similar diseases. In this procedure 2 therapists apply certain special herbal powders in a peculiar way on the body for about 30 to 40 minutes daily for a period of 14 to 28 days.

Urovasti Like Kativasthi warm medicated oil is kept over the chest for 45 minutes. This is an effective treatment for Asthma, other respiratory problem, heart diseases and muscular chest pain.

Vasthi : Otherwise known as Medicated Enema. Vasthi is a therapeutic procedure in which certain herbal oils, herbal extracts, etc., are applied through the rectum daily for a period of 5 to 25 days. This treatment is effective for arthritis, paralysis, hemiplegia, numbness, gastric complaints, rheumatism and chronic constipation.

Yoniprakshalanam : Herbal oil and decoction are applied through the vaginal root, this treatment is good gynecological disorders. It is also a purification process for genital organ.

Accommodation

Cottages : Kerala is well known the world over for its scenic beauty. In a landscape unique to Kerala, hundreds of interlinked canals weave their way between paddy fields spilling into the palm fringed lakes. At Ayurtheeram, an intricate lacework of canals intersect the 17 acre waterfront property. There are 28 quaint cottages, all constructed on the banks of the canals. In fact some of these cottages are on stilts in the water. The cottages themselves have air conditioned interiors with all modern amenities for a comfortable stay. Each cottage is accessible by boat or by foot over cobbled pathways and rustic bridges. The cottages are located on 13 islands and you can fish out of each cottage window.

History of Ayurveda

Ayurveda is the flawless ancient science of life; the word 'Ayur' literally means 'life' and 'veda', the 'science' or 'knowledge'. Ayurveda elucidates the do's and don'ts one has to follow, which favours the well-being of each individual to lead a healthy, happy, comfortable and advantageous life physically, mentally and socially. Ayurveda also emphasis the adage, 'prevention is better than cure'. There are four Vedas or treatises that form the basis of the Indian medical philosophy. These are the Rigveda, the Yajurveda, the Samaveda and the Adharva Veda. Ayurveda emerged as a branch of Adharva Veda; it dates back to over five thousand years. It is said to have originated from Lord Brahma (Creator of the Universe, according to Indian mythology) and descended to the earth through various generations of gods and saints. This has been handed down to us by means of ancient venerable scripts as palm leaf books, leather leaves, etc. The oldest works in Ayurveda still available are the Charaka Samhita, Susrutha Samhita and Ashtanga Samgraha. The sage-physician-surgeons of the time were the same sages or seers, deeply devoted holy people, who saw health as an integral part of spiritual life. It is said that they received their training of Ayurveda through direct cognition during meditation. In other words, the knowledge of the use of various methods of healing, prevention, longevity and surgery came through Divine revelation; there was no guessing or testing and harming animals. These revelations were transcribed from the oral tradition into book form, interspersed with the other aspects of life and spirituality. What is fascinating is Ayurveda's use of herbs, foods, aromas, gems, colors, yoga, mantras, lifestyle and surgery. Consequently Ayurveda grew into a respected and widely used system of healing in India. Around 1500 B.C., Ayurveda was delineated into eight specific branches of medicine. There were two main schools of Ayurveda at that time. Atreya- the school of physicians, and Dhanvantari - the school of surgeons. These two schools made Ayurveda a more scientifically verifiable and classifiable medical system. People from numerous countries came to Indian Ayurvedic schools to learn about this world medicine and the religious scriptures it sprang from. Learned men from China, Tibet, the Greeks, Romans, Egyptians, Afghanistanis, Persians, and more traveled to learn the complete wisdom and bring it back to their own countries. Ayurvedic texts were translated in Arabic and under physicians such as Avicenna and Razi Sempion, both of whom quoted Indian Ayurvedic texts, established Islamic medicine. This style became popular in Europe, and helped to form the foundation of the European tradition in medicine. In 16th Century Europe, Paracelsus, who is known as the father of modem Western medicine, practiced and propagated a system of medicine which borrowed heavily from Ayurveda. There are two main re-organizers of Ayurveda whose works are still existing in tact today - Charak and Sushrut. The third major treatise is called the Ashtanga Hridaya, which is a concise version of the works of Charak and Sushrut. Thus the three main Ayurvedic texts that are still used today are the Charak Samhita (compilation of the oldest book Atreya Samhita), Sushrut Samhita and the Ashtangha Hridaya Samhita. These books are believed to be over 1,200 years old. It is because these texts still contain the original and complete knowledge of this Ayurvedic world medicine, that Ayurveda is known today as the only complete medical system still in existence. Other forms of medicine from various cultures, although parallel are missing parts of the original information.

Basic principles of ayurveda

According to Ayurveda, every living and nonliving being in this universe is a combination of five basic eternal elements, called Pancha Maha Bhoothas. The human body is also constituted of these five eternal elements in various compositions. Hence, it can be said that every cell of the body is possesses all the properties of life. The only difference between the human body and the external world is the expression of Chaitanya or 'consciousness' or 'life spark' or 'spirit' or 'soul'. The five basic eternal elements are: 1. Earth

2. Water

3. Fire

4.Air

5.Either

These eternal elements manifest themselves in the human body as three basic principles or subtle energies or humours (Tridosha in Sanskrit). The word 'Dosha' literally means 'that which maintains and controls the body'. These are Vata, Pitta and Kapha. The Pancha Maha Bhootas and Tridoshas are not visible to the naked eye. But they should be conceived as comprehensive terms in which all the physical structures and physiological functions of the body are included. The Air and Ether elements combine to form the Vata principle. The fire element constitutes the Pitta principle. Earth and Water elements combine to form Kapha. These three basic principles govern all biological, physiological and physio-pathological functions of the body, mind and consciousness. They act as basic constituents and protective barriers for the body in its normal physiological conditions.

Pancha maha bhootas

Everything in the universe is made up of combinations of the Five Elements (Pancha Mahabhutas). This includes the human being which also acquires a soul or spirit.

These five elements are:

Space or Akasha

Air or Vayu

Fire or Tejas

Water or Apa Earth or Prithvi

These five elements, it should be understood, derive from and are expressions of an unmanifest and undifferentiated Creative Principle, which is One. These five elements are to be understood in a material sense as well as a subtle sense. By earth we are to understand not only the terrain of our planet or the iron in our red blood cells and spleen, but also the quality of steadfastness of mind, strength of one's moral fiber, one's slow and quiet undeterred advancement towards a goal, and the resistance to the manifestations of others. By water we mean to imply the cohesive aspects of reality which flows into and holds things together, perfectly and simply witnessed in the ubiquitous H20 molecule. And the other elements too were intended by the ancient vaidyas (physicians) to communicate the essential universal principle inherent in a particular element. By fire we mean the universal force in nature that produces heat and radiates light; it is our passion to pursue despite obstacles and delays; it is what burns away the cloak of ignorance (avidya) and allows the Truth to shine with brilliance. Fire removes doubt from the mother-substance of human heart and replaces it with joy. Air is that transparent, rarefied, kinetic force which sets the universe in motion; it moves the blood through the vessels, wastes from the body, thoughts through the mind; it moves the birds to warmer climates in winter, it moves the planets around their suns. Space is the subtlest of all elements which is everywhere and touches everything; in the mind it is the vessel which receives all impressions, in the heart space accepts love; space is receptivity and non-resistance to what is true. Thus these Five Subtle Elements (Pancha Mahabhutas) form the basis for all things found in the material creation, from a grain of sand to the complex physiology of every human being. Balancing these elements in just the right way for each unique individual is the key to maintaining health and treating disease should it arise, whether it be physical, mental, or spiritual.

Trigunas

Three Mental Qualities: Sattwa, Rajas, Tamas. The three gunas - sattwa, rajas, and tamas - are found in nature and in the mind, paralleling the three doshas of the body. Sattwa, or purity, is the ideal state of mind because a person with this quality is calm, alert, kind, and thoughtful. A person whose mind is predominantly rajasic (too active) always seeks diversions (incessant activity). The tamas- predominant mind is a dull, lethargic mind. Just as combinations of Vayu, Pitta and Kapha exist for the body, the mind has combinations of sattwa, rajas, and tamas. Individuals whose minds are sattwic and rajasic are those who enthusiastically study spiritual and holistic measures to improve themselves. Rajasic-tamasic minded people will actively work and exercise to overcome their lethargy. The proper balance of the mind and the development of purity and peace help in the development of a sattwic mind. This is the first stage of samadhi or spiritual realization. To decide the cause of illness, the practitioner observes, questions and takes the pulse of the patient. Learning its cause, or seeing it in its incubatory, beginning, developmental, or advanced stages can help in the understanding of illness.

Vayu

When Vayu dosha persons are balanced, they are cheerful, creative, and adaptable. When Vayu doshas are imbalanced, they are worried, nervous, fearful, and giddy. The mental constitution of Vayu individuals tends towards fear, anxiety and insecurity. They can be easily deceived with threats or promises. They do not have much courage, are of a solitary nature, and possess few intimate friends (although they form friends with those in other social circles). Vayu people do not make good leaders or followers and are not materialistic as they spend what they earn freely. Sattwic influence creates comprehension, the need for unity and healing, and creates a positive mental outlook. Rajasic influence creates indecisiveness, unreliability, hyperactivity, and anxiety.

Tamasic

Tamasic influence creates fear, a servile attitude, dishonesty, depression, self-destructiveness, addictive behaviour, sexual perversions, animal instincts or suicidal thoughts.

Pitta

When Pitta dosha individuals are healthy or balanced, they are goal- oriented, powerful, warm, athletic. When Pitta doshas are imbalanced, they are burnt out, angry, impatient, irritable, critical. Individuals of Pitta constitution possess fiery emotions like irritability, anger and hate. Mentally, they have the ability of penetration; yet can be aggressive and are seldom sentimental. They are determined, articulate, convincing and yet may try to dominate others with their will and ideas. They are self-righteous and may become fanatical. Pitta people are good leaders, ambitious and work hard to achieve great goals. They help their families and friends but are cruel and unforgiving to enemies. Also, they are bold, adventurous, daring and enjoy challenges. Although they have much clarity, they lack compassion.

Agni - Digestive Fire (Enzymes)

Most diseases are caused due to poor digestion. Agni (enzyme) is found in the alimentary canal and digests food. Samagni is produced by the normal digestion of the three doshas. Digestive activity (healthy, deficient or excessive) is governed by the doshas becoming aggravated. The three doshas produce three agnis (vishamagni, tikshnagni and mandagni respectively). Excess Vayu in the body produces weak, irregular digestion and causes gas. Excess Pitta creates a situation like an overheated furnace. Food bums up rapidly and persons experience burning sensations, thirst, acidity, indigestion, etc. In some cases, the agni / fire even bums up nutrients, causing malnutrition. When excess Kapha is present in the digestive tract, the digestive fire is low, making it difficult to digest food. As a result, a person feels dull, poor, inadequate and lethargic; the stomach is heavy or the person may experience constipation. Vayu disorders produce hard stools due to the dryness caused by gas. Pitta stools are soft or liquid due to excess heat. Kapha stools are moderate. A healthy stool is moderate and easily eliminated once or twice a day. Thirteen agnis reside in the body and are responsible for digestion.

Jatharagni: Works at the gastrointestinal level, governing basic digestion and the 12 other agnis.

Bhutagnis: Metabolize the five elements that are present in the body's tissues. They are a form of heat, always present in the tissues that are responsible for proper function and development of the tissues.

Dhatagnis: Metabolize in the seven tissues (dhatus). This is a biochemical process beyond the digestion of food. It includes the anabolic and catabolic activities of the body.

Dhatus - Body Tissues (The 7 Dhatus)

Tissue Layers (Dhatus)

The Ayurvedic view of the body is similar in many ways to modem beliefs. There are seven tissue systems (dhatus) in the body. Each tissue is primarily governed by one of the three elements. Each dhatu is developed or transformed out of the previous tissue layer, beginning with rasa (plasma). If the plasma is not healthy, then all the other layers are be affected.

1. Plasma (rasa) Kapha 2. Blood (rakta) Pitta 3. Muscle (mamsa) Kapha 4. Fat (medas) Kapha 5. Bone (asthi) Vayu 6. Nerves Kapha; fluid/marrow (majja); reproductive (ukra) Kapha

The cause of a diseased dhatu can be accurately determined. For example, if a person has cancer in the blood, we know that excess Pitta (heat, toxins) exists in the blood. If a person has osteoporosis, then too much Vayu is present in the bones. Muscular dystrophy is an example of a muscular or Kapha problem. Once the elemental cause of the illness is known, various therapies are used to balance the system by reducing the excessive element(s) and increasing the deficient one(s). Therapies include the use of herbs, natural foods and variations in lifestyle.

Signs and Symptoms of vitiated tissues (Dhatus)

Restlessness, palpitation, cardiac pain, exhaustion without cause, irritation by loud noises, haemoglobin deficiency, roughness and dryness of skin.

Blood (rakta) - cracks, loss of luster, emaciation (especially of buttocks, neck and abdomen) Muscle (mamsa) - cracking joints, eye Fat (medas) - lassitude, overly thin constitution, exhaustion, falling hair, nails, teeth, loose joints Bone (asthi) - thinness, weakness, bone, lightness, Vayu bone diseases weakness, and dry mouth Marrow (majja) - pallor, lassitude Reproductive - exertion, impotence, non-ejaculation of semen Essence (ukra) Malas - Body Wastes

Another important factor in maintaining good health is the proper elimination of wastes; faeces, urine, and sweat [miscellaneous wastes includes tears (eye), spit (tongue), oily secretions (skin), mucoid secretions (mucus membrane), and smegma (excreta from genitalia). Malas (body wastes) help maintain the proper functioning of our organs. Faeces (purisha) provide support and tone to the body along with maintaining the temperature of the colon. Improper functioning can lead to Vayu illnesses like worry, fear, a feeling of being ungrounded, nervousness, headaches, gas, distention and constipation. Proper elimination of the faeces is damaged by the excessive use of purgatives, colonics, worry, and fear (fear can create both improper functioning or be a byproduct of this dysfunction). It is also damaged by excessive travel, the wrong foods (such as junk food or foods that are too light or too heavy), oversleeping, coffee, drugs, antibiotics, insufficient exercise and prolonged diarrhea. In Ayurvedic literature, it has been clearly stated that debilitated persons suffering from tuberculosis should not be given any kind of purgatives, as it is the feces that maintain the temperature of such persons. Urine (mutra) expels water and other solid wastes from the body. Poor urine elimination results in bladder pain or infection, difficult urination, fever, thirst, dry mouth, or dehydration. It is affected by diuretic drugs, alcohol, excessive sex, trauma, fright or intake of too few liquids. Sweat (sweda) controls the body temperature by expelling excess water and toxins, cools the body, moistens the skin and hair, carries away excess fat from the body and purifies the blood. Excess sweating can cause skin diseases (usually Pitta related) like eczema, boils, fungus, burning skin, dehydration, fatigue or convulsions (caused by Vayu). Deficient sweating can result in stiff hair, skin fissures, dry skin, dandruff, wrinkles or susceptibility to colds and flu (i.e., peripheral circulation). Sweating is damaged by eating too many dry foods, lack of salt, excessive or deficient exercise, and excessive use of diaphoretic herbs or excess sweating.

Prakriti - Constitutional Type

The five great elements " pancha mahabhutas "-namely space, air, fire, water, and earth--manifest in the human physiology and psyche as three fundamental bioenergies known as the three doshas From space and air comes Vata, which regulates our energies and movements. From fire and water comes Pitta, which gives us warmth and perception and the capacity to transform substances within our bodies. From water and earth comes Kapha, which make s up our structure, our flesh and secretions, and creates solidity and cohesiveness. Through the action of the tridosha we replicate the great Cosmic Forces in our own bodies and participate in the eternal cosmic dance of creation, maintenance, and destruction. The ancient sages observed that although every individual is constituted of the three doshas, each of us inherits them in differing proportions. This accounts for our differences in appea rance, preferences, aversions, behavioral patterns, and emotional tendencies. The proportion of the three doshas present in an individual at birth will determine his or her essential constitution or prakriti. Prakriti comes from two Sanskrit roots which means "the initial creation" or alternatively this interesting word can also mean "to come forth into creation". It represents how we initially come into life before any deviations have taken place. The prakriti remains unchanged during the course of one's lifetime and is genetically determined. Prakriti represents the proportion of the doshas, which represents the ideal state of balance, and it serves as the goal for us to strive toward. It will manifest in us throughout our li fetimes through our physical characteristics, natural urges, likes and dislikes, and psychological predilections as we have stated above. However, one's prakriti will also determine to a great extent how one will develop the highest order of human qualit ies: love, compassion, and pure consciousness. Thus the proportion of the three doshas which a person inherits will be at the foundation of his or her experience and existence. From the perspective of the Ayurvedic physician, precise determination of the prakriti is absolutely mandatory as the first step in formulating a course of action for each patient. Knowledge of an individual's prakriti will instruct the physician of the following:

• Most effective means to prevent disease from arising • Prognosis of both simple and complex diseases

• The most effective treatment

• The recuperative capacity of an individual

• The best dietary regimen for that individual

• How to compound herbal formulations to best advantage

• The most beneficial rejuvenative program

What Determines The Prakriti There are five factors which influence the essential constitution prakrit of an individual.

1. The state of the doshas in the bodies of the mother and father at the time of conception is the most influencial factor. If the father has an excess of Kapha dosha, sperms which flourish in a Kapha environment will predominate in the ejaculate. If, on the other hand, the mother happens to have an excess of Vata dosha at the time of intercourse, her vaginal and uterine environments will produce ova with Vata- dominant energies. Thus the resulting child will inherit a Vata-Kapha (or Kapha-Vata) prakriti.

2. The mental state and intentions of the mother and father at the time of conception. The reproductive tissues of human beings are the most highly evolved in the entire physical body and as such are most affected by the subtle energies of thought and emotion. Changes in th e chemical environment, pH, viscosity, temperature, and blood flow of the genitalia and their respective seeds will occur due to psychological effects. Sexual intercourse for pleasure (Kapha), out of "duty" (Pitta), with a stranger (Vata), out of fear (Vata), in anger (Pitta), for money (Kapha), or for any intention will have a corresponding effect on the doshic pattern in the child. In fact, Ayurveda recommends that all couples contemplating having a baby first undergo a complete purification therapy. This would eliminate any doshic excesses and make it more likely that the parents would be healthy during the succeeding sexual activity. Dietary regimens and restrictions are also recommended for prospective parents. Men should avail themselves of milk, ghee, ashwagandha root, licorice root and raisins while avoiding red meat, very spicy foods, eggplant, and cold drinks. Women should have basmati rice, ghee, sesame oil, mung dal, amalaki, and asparagus while avoiding poultry, game, red meat, green salads in excess, garlic, and raw vegetables. Ayurveda compares the creation of a new human life to the creation of a new universe and to maintain this perspective is an important step to preserving the sanctity of the act of sex. This can have an enormous be nefit to the mental characteristics of the child.

3. The familial hereditary characteristics. There are certain tendencies which run in families such as the tendency to obesity, tendency to athleticism, or artistic or scientific aptitude. This can exert an effect on the doshic combination of entire family trees.

4. The diet and daily activities of the mother during pregnancy. The strange food cravings which develop during pregnancy are well documented. The predominance of one specific taste or food it em (e.g. sardines with vanilla ice cream seems to be popular!) can certainly influence the developing child. If the mother is working, attending school, staying home, or living with her parents during pregnacy this will also register on the doshic patter n of the newborn. The home climate, weather, patterns of exercise and rest, sleep patterns, and recreation will similarly have an effect. Any arguments or negative emotions should be avoided if possible.

5. The conditions dominant in the uterus during pregnancy. Any trauma to this area of the mother's body will be detrimental to the developing baby. Conversely, loving attention to the womb, talking to the baby, stroking and touching the area by both parents, and soothing, sattvic music can be balancing influences.

Kerala Ayurveda

Kerala, the land of spices, is the best place to get to know and experience. Ayurveda, be it Ayurvedic products or service. Ayurveda, the 5000-year-old natural herbal health care system has been recognized the world over as the most perfected body-mind health care system. Ayurveda, a holistic system of medicine that is rejuvenative and therapeutic, is widely practiced in India. Kerala, the tropical paradise on the southwest seaboard, is well known as the heart land of Ayurveda. Kerala, the confluence of different natural herbal systems, enriched and fine-tuned Ayurveda. While the Ayurvedic system was enriched by Siddha and Marma systems in southern Kerala, it joined hands with Kalaripayattu and Kalari Therapy in northern Kerala. This resulted in the emergence of a new stream noted for its special procedures and formulations.

Agasthyakoodam

Agasthyakoodam, a legendary herbal mountain near Neyyar Dam, 20 kms south of Thiruvananthapuram, has a hoary history as the home of Siddha medicine. Agasthyakoodam is considered to be the abode of sage Agasthya, the foremost among the Siddhars who developed the Siddha medical system. Agasthyakoodam and its surrounding Western Ghats, 1500m above sea level, constitute the hot bed of bio-diversity. Eight percent of the plant species found here is endemic to this region. According to Buddhist tradition, Sage Agasthya was a Buddhist monk whose contributions developed Siddha medicine. The 2,500- year old Tamil Sangam literature talks about Agasthyakoodam as a mountain Potalaka which is considered to be the abode of Avolikideswara, a Buddhist deity. Many Buddhist scholars from all over the world used to visit this place in the days of yore. Potala in Tibet, which is the seat of the Dalai Lama, is believed to be the replica of Potalaka.The herbal healing culture, which spread around this mystical herbal mountain, gave birth to a very potent branch of Ayurveda which is found in southern Kerala. Kalari system contributed to the growth of Ayurveda in northern Kerala.

Herbal wealth

Kerala, situated in the tropical region, has an unparalleled herbal wealth compared to the other parts of India. Though the very same herbs are found in the Himalayas, the herbs of Kerala have a special potency due to its unique geographical position and tropical climate. These aspects made it possible for the healers of Kerala to perfect the preparation of Ayurvedic medicine. Even for classic Ayurvedic preparations, Kerala Ayurveda has evolved its own formulations that are superior in effect.

Sanskrit tradition

Kerala has an unbroken tradition of Sanskrit (the language of ancient wisdom) learning. This knowledge of Sanskrit enables the healers of Kerala to interpret the Ayurvedic system accurately and get a proper insight. The Namboothiri Brahmins even today follow the Vedic tradition and knowledge systems. They are the only people who can perform the fire sacrifices or yajnas as they were done during the Vedic times and pronounce the Vedic chants the original way. They still practice Ayurveda and contribute to the efficacy of the system. Sanskrit learning has spread to all layers of Kerala society. Ayurveda is a living tradition belonging to people of all socio-cultural groups.

The Ashtavaidyan tradition of Kerala

Legend has it that when Parasuram created Kerala, the southernmost tip of India, it consisted of 18 city-states with 18 kings to rule over them. Each city- state also had a family that practiced Ayurveda and other traditional healing systems in order to look after king and his subjects. These medical practitioners were known as Ashtavaidyans, literally translated to doctors trained in the 8 (ashta means eight) branches of Ayurvedic medicine - kaayam (general medicine, baalam (pediatrics), griham (psychiatry), urdhavangam (including all the organs above the neck - eyes, ears, nose, teeth, throat, etc.), shalyam (surgery), dhamshtra (therapy for poisoning), jara (anti-ageing treatment) and sexual diseases. Thus, 18 families of Ashtavaidyans existed in the days of yore. They were the torchbearers of the 5000-year-old Ayurvedic healing system in Kerala. However, since they were engaged in surgery and were likely to touch blood, they were not allowed to intermingle with other Brahmin families. This led to a lot of inbreeding within these 18 families and consequently, a decline in their fertility. Thus the Ashtavaidyans came to be reduced to 8 families. Alathur, Chirattamannu, Ilayidathu Thaikkadu, Pazhanellipurathu Thaikkadu, Pulamanthol and Vayaskara are the six families of Ashtavaidyans still practicing today.

Vurveda SPA Vacation

When alternative lifestyles and stressful schedules are talking points in the cosmopolitan circuits, Ayurveda, the art of ancient Indian healing cannot be far behind. The inability of modern allopathy to allay all sicknesses and diseases has made an increasing number of people turn to ayurveda, which has a cornucopia of ancient secret cures for stubborn diseases. Along with yoga, Ayurveda is the new balm for fevered souls. It uses natural herbs and their oils to treat ailments and ensure a healthy life. Most of the centres for Ayurveda, called Ayurveda Shalas, are in Kerala on the South Coast. This is beach country as well, so bring along your sunscreens and hats. In fact many westerners have made ayurvedic spas their annual treat, combining a relaxing holiday with cleansing for their bodies.

Ayurvedic Massages

Say "massage" in the context of an Asian country, and the first thoughts that come flooding in are those of the exotic massage parlors of Pattaya. But an ayurvedic massage is the real thing. These are serious life-enriching massages, so be prepared to get some energetic flesh pounding from experts. While you soak in the herbs you can watch the beaches of Vizhinjam packed with boats out to sail in the sunset. From the beach you can see their lights strung out like pearls in a necklace from the coast. Look forward to being draped with pieces of linen, dipped in lukewarm herbal oils, all over the body by two to four trained therapists in a special rhythmic way. This goes on continuously for about 60 to 90 minutes per day for a period of 7 to 21 days, and is said to be an effective remedy for rheumatic diseases. It's supposed to be good for your nerves too and should pep up your overall energy levels as well. Kerala - The Land of Ayurveda:

Kerala's equable climate, natural abundance of forests (with a wealth of herbs and medicinal plants), and the cool monsoon season (June - November) are best suited for Ayurveda’s curative and restorative programs. In fact, today Kerala is the only place in the world, which practices this system of medicine with absolute dedication. Rejuvenate your body, mind and soul by taking Ayurveda treatment at least once in your life time.

Rejuvenation Programmes - Ayurveda In Kerala

Rejuvenation Therapy of Kerala

'Rasayana Chikitsa' It tones up the skin and rejuvenates and strengthens all the tissues so as to achieve ideal health and longevity. Increases 'Ojas' (Primary Vitality) and improves 'Sattva' (Mental Clarity) and thereby increases the resistance of the body. Includes head and face massage with medicated oils and creams, body massage with herbal oil or powder, by hand and foot, intake of rejuvenate medicines and medicated steam bath. Herbal baths are also used.

Body Immunisation And Longevity Treatment

'Kayakalpa Chikitsa' Prime treatment for retarding the aging process, arresting the degeneration of body cells and immunization of the system. The treatment includes intake of 'Rasayana' (special Ayurvedic medicines and diet) and comprehensive body care programs. The program is most effective for either sex if undertaken before the age of 50.

Body Sudation:

'Sweda Karma' Medicated steam baths eliminate impurities from the body, improve the tone and complexion of the skin, reduce fat and are recommended for certain rheumatic diseases, particularly for pain. Precious herbs and herbal leaves are boiled and the steam is passed over the entire body for 10 to 20 minutes daily. Hand massage with herbal oils or herbal powder improves blood circulation and tones up the muscles.

General Massage Therapy For Rejuvenation:

'Abhyanga' This total body massage with herbal oils tones up the skin and rejuvenates and strengthens all the tissues so as to achieve ideal health and longevity, strengthens the immune system, is beneficial for the eyes and gifts sound sleep. This is also a cure for rheumatism.

Spa

As in ancient times, Spas of today exist to provide the people with services that fulfill three of their basic needs at three levels of being; relaxation, revitalization, and rejuvenation for body, mind, and spirit.Such desired results have historically been more easily achieved in destination spas where one can detach themselves from their worldly concerns. Ayurveda offers a win-win proposition to the spa industry; quality, cost-effective treatments, individualized to provide optimal, memorable results for a more satisfied and appreciative clientele. For as one learns to touch and communicate with people in a manner that honors their uniqueness, a whole new dimension to the spa-client relationship opens up. The spa-experience then becomes a context where our true nature can blossom and unfold. Inevitably, this is what each one of us seeks. However, the proliferation of day spas in our towns and cities lets us know several things about the demands for such services. For some, getting away is not thought to be a possible option, in which case the day spa is there to provide a more incremental approach in achieving the goals outlined above. And for those who can manage to get away periodically, the day spa enhances or sometimes rekindles a connection with what they experienceefits. Kerala's equable climate, natural abundance of forests (with a wealth of herbs and medicinal plants), and the cool monsoon season (June - November) are best suited for Ayurveda's curative and restorative packages. In fact, today, Kerala is the only State in India which practises this system of medicine with absolute dedication. Ayurveda evolved around 600 BC in India. This new system of medicine stressed on the prevention of body ailments in addition to curing them. Followed by the Dravidians and Aryans alike, Ayurveda has been practised ever since. Today, it's a unique, indispensable branch of medicine - a complete naturalistic system that depends on the diagnosis of your body's humours - vata, pitta and kapha - to achieve the right balance. Ayurveda believes in the treatment of not just the affected part, but the individual as a whole. Making it the natural way to refresh yourself, eliminate all toxic imbalances from the body and thus regain resistance and good health.

Monsoon - Time for rejuvenation

Traditional texts reveal that the monsoon is the best season for rejuvenation programmes. The atmosphere remains dust-free and cool, opening the pores of the body to the maximum, making it most receptive to herbal oils and therapy.

Rejuvenation Therapy (Rasayana Chikitsa)

Tones up the skin and rejuvenates and strengthens all the tissues so as to achieve ideal health and longevity. Increases 'Ojas' (primary vitality) and improves 'Sattva' (mental clarity) and thereby increases the resistance of the body. Includes head and face massage with medicated oils and creams, body massage with herbal oil or powder by hand and foot, internal rejuvenative medicines and medicated steam bath. Herbal baths are also used.

Body Immunisation And Longevity Treatment (Kayakalpa Chikitsa)

Prime treatment for retarding the ageing process, arresting the degeneration of body cells and immunisation of the system. Includes intake of Rasayana (special Ayurvedic medicines and diet) and comprehensive body care programmes. Most effective for either sex if undertaken before the age of 50.

Body Sudation (Sweda Karma)

Medicated steam baths eliminate impurities from the body, improve the tone and complexion of the skin, reduce fat and are recommended for certain rheumatic diseases, particularly for pain. Precious herbs and herbal leaves are boiled and the steam is passed over the entire body for 10 to 20 minutes daily. Hand massage with herbal oils or herbal powder improves blood circulation and tones up the muscles.

Body Slimming

Medicated herbal powder and medicated herbal oil massages, an Ayurvedic diet of herbal juices etc. are part of the programme. Beauty Care

Herbal face pack, herbal oil massage, intake of herbal tea etc. improves complexion and beautifies the body.

Mental And Physical Well Being (Meditation and Yoga)

Mental and physical exercises meant to isolate the ego from the body and mind - designed to hone your concentration, improve health and help attain peace of mind through eight stages of training : 1. Disciplined behaviour (yama) 2. Self purification (niyama) 3. Bodily postures such as the lotus position (asana) 4. Control of breathing (pranayama) 5. Control of the senses (pratyahara) 6. Fixing of the mind on a chosen object (dharana) 7. Meditation (dhyana) and 8. Samadhi - a state of being where you experience absolute tranquility and well being.

Overall Fitness (Panchakarma Treatment)

A five fold treatment for mental and physical well being - tunes the body, organs, mind, breath, nerves and purifies the blood.

Treatment Programmes • Treatment for chronic headaches, insomnia, mental tension and cases of hysteria, hallucination and insanity. (Dhara) • Herbal oils, medicated milk or butter milk and decoctions are poured on the forehead/whole body in a special manner. Variations include Oordhwanga Dhara (good for diseases of the eyes, ears and skin), Takra Dhara (for those suffering from memory loss, severe headache or insanity) and Sarvanga Dhara (for both head and body). • Treatment to alleviate osteoarthritis, leukemia etc. (Snehapanam) • Medicated ghee is given internally in a gradually increased quantity for specific periods. • Treatment for dryness of nostrils, mouth and throat, severe headaches, facial paralysis and burning sensation in the head. (Sirovasti) • Lukewarm herbal oils are poured into a leather cap fitted on the head for specific durations as per physician's recommendation. • Treatment for spondilosis, rheumatic diseases like arthritis, paralysis, hemiplegia, nervous weaknesses and nervous disorders.(Pizhichil) • Lukewarm herbal oil is applied with fresh linen all over the body by trained masseurs in a rhythmic manner for a period of 1 to 11/2 hours daily for 7 to 21 days. • Treatment for diseases like hemiplegia, paralysis, obesity and certain rheumatic ailments.(Udvarthanam) • Therapeutic massage with herbal powders. • Treatment for musculo-skeletal ailments due to trauma or accidents.(Marma Chikitsa) • Treatment that works on the extremely sensitive vital points of the body (the 107 marmas). • Treatment for nasal ailments. (Nasyam) • Inhalation of medicated herbal preparations, decoction oils, ghee etc. to eliminate the morbid factors from the head and neck area. • Treatment for ear ailments. (Karnapooranam) • Medicated oils are applied to the ear for 5 to 10 minutes daily to clean as well as treat specific ailments. • Preventing cataract and strengthening vision. (Tharpanam) • A treatment for the eyes effective in preventing cataract and strengthening the optic nerve. • Treatment for wasting of muscles, rheumatism, sports injuries, pain in the joints, emaciation of the body or parts of the body and certain kinds of skin diseases. (Njavarakizhi) • The whole body is made to perspire by the external application of medicated rice packs in the form of boluses tied in muslin bags.

Note :

Chapter – 4

Rejuvenation Therapy in Kerala

As Kerala continues to draw a huge number of tourists from across the country and the world, it is the local “monsoon rejuvenation therapy” which has turned a major draw and the fastest growing segment in health tourism here. Most of the Ayurveda centres in the State are visited by tourists from across the globe during monsoon season (July- August). Ayurvedic experts say that monsoon season is believed to be the best time for rejuvenation and revitalisation. Realising the tourism potential of the monsoon, Kerala Tourism, Ayurveda resorts and travel agents have come up with various packages for rejuvenation therapies ranging from seven to 21 days with a cost starting from Rs. 5,000 to 25,000. There is a steady growth in tourist flow from the , the , and for Ayurveda treatment here. “I am feeling good with the body massage, the treatment was very good and relaxing and even the weather is cool which makes it a good combination for the treatment,” said a woman foreign tourist.

Monsoon season

It is believed that during monsoon the air is pure, pores of the body are open and they are most receptive to herbal oils and therapy. At many Ayurvedic centres here, the patients are given special Panchakarma treatment. It includes ‘uzhichil’, ‘pizhichil’, ‘dhara’, ‘kizhi’ apart from detoxification and special vegetarian food. Krishnan Namboodiri, chief physician at the Nagarjuna Ayurvedic Centre in Kalady, said: “During the monsoon season all Tridoshas (or the three impurities of body) namely Vata, Pitha and Kapha are aggravated.” “It (monsoon) is the ideal time to flush out impurities and bring all of them back to a balanced state. These therapies not only cure ailments but also reinforce the immune system to ensure good health and long life.”

Steady growth

The organised sector of Ayurveda treatment alone has an estimated turnover of around Rs. 500 crore. Forty per cent of the total earnings comes during the monsoon season. About 4.28 lakh foreign tourists visited Kerala in 2006 compared to 3.46 lakh in 2005. It was a 23.68 per cent increase in international tourist arrivals for year 2006. Foreign exchange earnings were Rs. 1,988.4 crore from tourism, an increase of 28.09 per cent for 2006. Rejuvenation Therapy (Rasayana Chikitsa)

Body Immunisation And Longevity Treatment (Kayakalpa Chikitsa)

Body Sudation (Sweda Karma)

Body Slimming

Medicated herbal powder and medicated herbal oil massages, an Ayurvedic diet of herbal juices etc. are part of the programme.

Beauty Care

Herbal face pack, herbal oil massage, intake of herbal tea etc. improves complexion and beautifies the body.

Mental And Physical Well Being (Meditation and Yoga) Mental and physical exercises meant to isolate the ego from the body and mind - designed to hone your concentration, improve health and help attain peace of mind through eight stages of training : 1. Disciplined behaviour (yama) 2. Self purification (niyama) 3. Bodily postures such as the lotus position (asana) 4. Control of breathing (pranayama) 5. Control of the senses (pratyahara) 6. Fixing of the mind on a chosen object (dharana) 7. Meditation (dhyana) and 8. Samadhi - a state of being where you experience absolute tranquility and well being.

Overall Fitness (Panchakarma Treatment)

A five fold treatment for mental and physical well being - tunes the body, organs, mind, breath, nerves and purifies the blood. Treatment for chronic headaches, insomnia, mental tension and cases of hysteria, hallucination and insanity. (Dhara) Herbal oils, medicated milk or butter milk and decoctions are poured on the forehead/whole body in a special manner. Variations include Oordhwanga Dhara (good for diseases of the eyes, ears and skin), Takra Dhara (for those suffering from memory loss, severe headache or insanity) and Sarvanga Dhara (for both head and body). Treatment to alleviate osteoarthritis, leukemia etc. (Snehapanam). Medicated ghee is given internally in a gradually increased quantity for specific periods. Treatment for dryness of nostrils, mouth and throat, severe headaches, facial paralysis and burning sensation in the head. (Sirovasti) Lukewarm herbal oils are poured into a leather cap fitted on the head for specific durations as per physician's recommendation. Treatment for spondilosis, rheumatic diseases like arthritis, paralysis, hemiplegia, nervous weaknesses and nervous disorders.(Pizhichil). Lukewarm herbal oil is applied with fresh linen all over the body by trained masseurs in a rhythmic manner for a period of 1 to 11/2 hours daily for 7 to 21 days. Treatment for diseases like hemiplegia, paralysis, obesity and certain rheumatic ailments.(Udvarthanam). Therapeutic massage with herbal powders. Treatment for musculo-skeletal ailments due to trauma or accidents.(Marma Chikitsa). Treatment that works on the extremely sensitive vital points of the body (the 107 marmas). Treatment for nasal ailments. (Nasyam). Inhalation of medicated herbal preparations, decoction oils, ghee etc. to eliminate the morbid factors from the head and neck area. Treatment for ear ailments. (Karnapooranam). Medicated oils are applied to the ear for 5 to 10 minutes daily to clean as well as treat specific ailments. Preventing cataract and strengthening vision. (Tharpanam). A treatment for the eyes effective in preventing cataract and strengthening the optic nerve. Treatment for wasting of muscles, rheumatism, sports injuries, pain in the joints, emaciation of the body or parts of the body and certain kinds of skin diseases. (Njavarakizhi). The whole body is made to perspire by the external application of medicated rice packs in the form of boluses tied in muslin bags.

Please note:

• The ayurvedic physician will decide on a separate programme for every individual after evaluation. • Short duration treatments for minor ailments like back pain, muscular pain, etc. with herbal steam bath, spinal bath and therapeutic massages will be provided only on the advice of the physician.

• Women will have female technicians for body massage and other health programmes.

• Some of the programmes are not suitable for the very aged, very young (under 7) infirm, heart patients and pregnant women.

• If you have a previous medical history of heart trouble, blood pressure, blood sugar, chronic skin disease or asthma, please inform your physician in advance.

• Advance reservation is recommended.

Rejuvenation Therapy (Rasayana Chikitsa)

Tones up the skin and rejuvenates and strengthens all the tissues, so as to achieve ideal heath and longevity. Increases 'Ojas' (primary vitality) and improves 'Sattva' (mental clarity) and thereby increases the resistance of the body. Includes head and face massage with medicated oils and creams, body massage with herbal oil or powder, by hand and foot, internal rejuvenative medicines and medicated steam bath. Herbal baths are also used.

Body Immunisation And Longevity Treatment (Kayakalpa Chikitsa)

Prime treatment for retarding the ageing process, arresting the degeneration of body cells and immunisatin of the system. Includes intake of Rasayana (special Ayurvedic medicines and diet) and comprehensive body care programmes. Most effective for either sex if undertaken before the age of 50.

Body Sudation (Sweda Karma)

Body Slimming

Medicated herbal powder and medicated herbal oil massages and an Ayuvedic diet of herbal juices are part of the programme. Beauty Care

Herbal face pack, herbal oil massage, intake of herbal tea etc. improving the complexion and beautifies the body.

Mental And Physical Well Being (Meditation and Yoga)

Mental and physical exercises meant to isolate the ego from the body and mind - designed to hone your concertration, improve health and help attain peace of mind through eight stages of training.

1. Disciplined behaviour (yama). 2. Self purification (niyama). 3. Bodily postures such as the lotus position (padmasana). 4. Control of breathing (pranayama). 5. Control of the senses (pratyahara). 6. Fixing of the mind on a chosen object (dharana). 7. Meditation (dhyana) and 8. Samadhi - a state of being where you experience absolute tranquility and well being. Overall Fitness (Panchakarama Treatment)

A five fold treatment for mental and physical well being - tunes the body, organs, mind, breath, nerves and purifies the blood.

Common Rejuvenation Therapies in Kerala

Treatment For Chronic Headaches, Insomnia, Mental Tension And Cases Of Hysteria, Hallucination And Insanity.

Dhara : A continuous stream of Herbal oils, Medicated Milk or Buttermilk and decoctions are poured on the forehead/whole body in a special manner, while the patient lies supine on a Wooden bed with the neck and head placed in a comfortable position. Variations include:

Oordhwanga Dhara: Good for diseases of the eyes, ears and skin.

Takra Dhara : For those suffering from memory loss, severe headache or insanity.

Sarvanga Dhara : For both head and body.

Snehapanam : Treatment To Alleviate Osteoarthritis, Leukaemia Etc. Medicated ghee is given internally in a gradually increased quantity for specific periods.

Pizhichil : Treatment For Spondilosis, Rheumatic Diseases Like Arthritis, Paralysis, Hemiplegia, Nervous Disorders. Lukewarm herbal oil is applied with fresh linen all over the body by trained masseurs in a rhythmic manner for a period of 1 to 1 ? hours daily for 7 to 21 days. Udvarthanam : Treatment For Diseases Like Hemiploegia, Paralysis, Obesity And Certain Rheumatic Ailments. It is the therapeutic massage in which the entire body is massaged with herbal powders.

Marma Chikitsa :Treatment For Musculoskeletal Ailments Due To Trauma Or Accidents. Treatment that works on the extremely sensitive vital points of the body (the 107 'marmas').

Nasyam : Treatment For Nasal Ailments Inhalation of medicated herbal preparations, Decoction Oils, Ghee etc. to eliminate the morbid factors from the head and neck area. This also includes gently massaging the body from the shoulders, upward. It is a therapy for Sinusitis, Migraine and Chronic Cold.

Karnapooranam : Treatment For Ear Ailments Medicated oils are applied to the ear for 5 to 10 minutes daily to clean as well as treat specific ailments.

Tharpanam : Treatment For Preventing Cataract And Strengthening Vision: A treatment for the eyes effective in preventing cararact and strengthening the optic nerve.

Njavarakizhi : Treatment For Wasting Of Muscles, All Types Of Rheumatism, Sports Injuries, Pain In The Joints, Emaciation Of The Body And Certain Kinds Of Skin Diseases. After the application of medicated oil, the entire body is made to perspire by the external application of medicated 'Njavara' rice packs, in the form of boluses tied in muslin bags. Njavarakizhi revitalises the skin.

Sirovasti : Treatment For Dryness Of Nostrils, Mouth And Throat, Severe Headaches, Facial Paralysis And Burning Sensation In The Head: Lukewarm herbal oils are poured into a leather cap fitted on the head for specific durations as per physician's recommendation.

Elakizhi : Treatment For Revitalising The Skin Tone ('Patraswedam'): The entire body is massaged with herbal poultices prepared with various herbs and powder dipped in warm medicated oils and increases perspiration, which in turn helps circulation. This promotes the skin eliminate wastes and revitalises the skin, thereby improving skin tone. Chapter –5

Therapeutic Programmes in Kerala

Treatment for chronic headaches, insomnia, mental tension and cases of hysteria, hallucination and insanity (Dhara). Herbal oils, medicated milk or butter milk and decoctions are poured on the forehead/whole body in a special manner. Variations include Oordhwanga Dhara (good for diseases of the eyes, ears and skin), Takra Dhara (for those suffering from memory loss, severe headache or insanity) and Sarvanga Dhara (for both head and body). Treatment to alleviate osteoarthritis, leukemia etc. (Snehapanam). Medicated ghee is given internally n a gradually increased quantity for specific periods. Treatment of dryness of nostrils, mouth and throat, severe headaches, facial paralysis and burning sensatin in the head (Sirovasti). Lukewarm herbal oils are poured into a leather cap fitted on the head for specific durations as per physician's recommendation. Treatment for spondilosis, rheumatic diseases like arthritis, paralysis, hemiplegia, nervous weaknesses and nervous disorfers (Pizhichil) Lukewarm herbal oil applied with fresh linen all over the body by trained masseurs in a rhythmic manner for a period of 1 to 1.5 hrs daily for 7 to 21 days. Treatment for musculo-skeletal ailments due to trauma or accidents (Marma Chikitsa). Treatment that works on the extremely sensitive vital points of the body (the 107 marmas). Treatment for nasal ailments (Nasyam). Inhalation of mediated herbal preparations, decoction oils and ghee to eliminate the morbid factors from the head and neck area. Treatment for ear ailments (Karnapooranam) Medicated oils are applied to the ear for 5 to 10 minutes daily to clean as well as treat specific ailments. Preventing cataract and strengthening vision (Tharpanam). A treatment for the eyes, effective in preventing cataract and strengthening the optic nerve. Treatment for wasting of muscles, rheumatism, sports injuries, pain in the joints, emaciation of the body or parts of the body and certain kinds of skin diseases (Njavarakizhi) The whole body is made to perspire by the external application of medicated rice packs in the form of boluses tied bags.

Please note:- 1. The ayurvedic physician will decide on a separate programme for every individual after evaluation.

2. Short duration treatments for minor ailments like back pain, muscular pain, etc. with herbal steam bath, spinal bath and therapeutic massage will be provided only on the advice of the physician.

3. Women will have the services of female technicians for body massage and other health programmes.

4. Some of the programmes are not suitable for the very aged, the very young (under 7), the infirm, heart patients and pregnant women.

5. If you have previous medical history of heart trouble, blood pressure, blood sugar, chronic skin disease or asthma, please inform your physician in advance.

6. Advance reservation is recommended.

Treatment for chronic headaches, insomnia, mental tension and cases of hysteria, hallucination and insanity: (Dhara) Herbal oils, medicated milk or butter milk and decoctions are poured on the forehead/whole body in a special manner. Variations include Oordhwanga Dhara (good for diseases of the eyes, ears and skin), Takra Dhara (for those suffering from memory loss, severe headache or insanity) and Sarvanga Dhara (for both head and body).

Treatment to alleviate osteoarthritis, leukemia etc.: (Snehapanam) Medicated ghee is given internally n a gradually increased quantity for specific periods.

Treatment of dryness of nostrils, mouth and throat, severe headaches, facial paralysis and burning sensatin in the head: (Sirovasti) Lukewarm herbal oils are poured into a leather cap fitted on the head for specific durations as per physician's recommendation.

Treatment for spondilosis, rheumatic diseases like arthritis, paralysis, hemiplegia, nervous weaknesses and nervous disorfers: (Pizhichil) Lukewarm herbal oil applied with fresh linen all over the body by trained masseurs in a rhythmic manner for a period of 1 to 1.5 hrs daily for 7 to 21 days. Treatment for musculo-skeletal ailments due to trauma or accidents: (Marma Chikitsa) Treatment that works on the extremely sensitive vital points of the body (the 107 marmas).

Treatment for nasal ailments: (Nasyam) Inhalation of mediated herbal preparations, decoction oils and ghee to eliminate the morbid factors from the head and neck area.

Treatment for ear ailments: (Karnapooranam) Medicated oils are applied to the ear for 5 to 10 minutes daily to clean as well as treat specific ailments.

Preventing cataract and strengthening vision: (Tharpanam) A treatment for the eyes, effective in preventing cataract and strengthening the optic nerve.

Treatment for wasting of muscles, rheumatism, sports injuries, pain in the joints, emaciation of the body or parts of the body and certain kinds of skin diseases: (Njavarakizhi) The whole body is made to perspire by the external application of medicated rice packs in the form of boluses tied bags.

Treatment for chronic headaches, insomnia, mental tension and cases of hysteria, hallucination and insanity (Dhara) Herbal oils, medicated milk or butter milk and decoctions are poured on the forehead/whole body in a special manner. Variations include Oordhwanga Dhara (good for diseases of the eyes, ears and skin), Takra Dhara (for those suffering from memory loss, severe headache or insanity) and Sarvanga Dhara (for both head and body).

Treatment to alleviate osteoarthritis, leukemia etc. (Snehapanam) Medicated ghee is given internally n a gradually increased quantity for specific periods.

Treatment of dryness of nostrils, mouth and throat, severe headaches, facial paralysis and burning sensatin in the head (Sirovasti) Lukewarm herbal oils are poured into a leather cap fitted on the head for specific durations as per physician's recommendation.

Treatment for spondilosis, rheumatic diseases like arthritis, paralysis, hemiplegia, nervous weaknesses and nervous disorfers (Pizhichil) Lukewarm herbal oil applied with fresh linen all over the body by trained masseurs in a rhythmic manner for a period of 1 to 1.5 hrs daily for 7 to 21 days.

Treatment for musculo-skeletal ailments due to trauma or accidents (Marma Chikitsa)

Treatment that works on the extremely sensitive vital points of the body (the 107 marmas).

Treatment for nasal ailments (Nasyam) Inhalation of mediated herbal preparations, decoction oils and ghee to eliminate the morbid factors from the head and neck area.

Treatment for ear ailments (Karnapooranam) Medicated oils are applied to the ear for 5 to 10 minutes daily to clean as well as treat specific ailments.

Preventing cataract and strengthening vision (Tharpanam) A treatment for the eyes, effective in preventing cataract and strengthening the optic nerve.

Treatment for wasting of muscles, rheumatism, sports injuries, pain in the joints, emaciation of the body or parts of the body and certain kinds of skin diseases (Njavarakizhi) The whole body is made to perspire by the external application of medicated rice packs in the form of boluses tied bags.

Please note:- .

1. The ayurvedic physician will decide on a separate programme for every individual after evaluation. 2. Short duration treatments for minor ailments like back pain, muscular pain, etc. with herbal steam bath, spinal bath and therapeutic massage will be provided only on the advice of the physician. 3. Women will have the services of female technicians for body massage and other health programmes. 4. Some of the programmes are not suitable for the very aged, the very young (under 7), the infirm, heart patients and pregnant women. 5. If you have previous medical history of heart trouble, blood pressure, blood sugar, chronic skin disease or asthma, please inform your physician in advance. 6. Advance reservation is recommended. The institutionalisation of medicine in India has been approached in quite a number of academic works. However, collective comparative study on a pan-Indian scale has been so far neglected. This workshop aims to offer a preliminary understanding of the contemporary processes, their modern history and social implications, of medical institutionalisation in the country. Institutionalisation may be read as a process imposing norms and values, a framework to medical education and practice, driven by the State or organized groups of healers. It leads to standardisation of medical practice, marginalisation of non-institutionalised practices, or again, it both controls and fosters the commercialisation of medicines. Institutionalisation of medicines in India creates codes of conduct and nomenclatures, the social dimension of which one may be prompted to analyse. Moreover, institutionalisation of medicines is a relevant port of entry for the study of governance in India. The workshop comprised four sessions, followed by thematic and directed discussions: • Designing analytical lines: General views on institutionalisation • Making institutions & practising institutional medicine • Institutionalisation and the market. Pt. 1: Micro and macro businesses • Institutionalisation and the market. Pt. 2: Legal issues

This workshop is part of a wider project conducted by the French Institute of Pondicherry and the Gujarat Institute of Development Research, which explores matters of governance and indigenous knowledge protection, in the case of medicines in India. The workshop is funded by the FIP and by the transversal programme of the French Research Institutes (IFRE) in the framework of the programme entitled “Democratic Transformations”. First session: Designing analytical lines: General views on institutionalisation: • The institutionalisation of medicine from East to West, by Anne- Marie Moulin • Local needs vs. global demands: Trends in institutionalisation of Indian medical practices, by Leena Abraham • Of the esoteric, the exoteric and the professional: Modes of institutionalising medicine in India, by Harish Naraindas • The moral character of medical standardization, by Laurent Pordié Second Session: Making institutions & practicing institutional medicine • The institutionalisation of astrology in Indian Universities. Ideological, historical and social perspectives, by Caterina Guenzi • Negotiating Western science and the State. The case of the institutionalisation of indigenous medicine in Kerala, by Burton Cleetus • Institutionalisation and growth of homeopathy in time and space in India, by Anne-Cécile Hoyez • Role of associations of experts in the revitalisation of Siddha medicine, by Brigitte Sébastia • The making and unmaking of cure. Eye treatment in Siddha medicine, by V. Sujatha Third Session: Institutionalisation and the market / Pt. 1: Micro and macro businesses • From “greenish leaves” to “herbal Ayurvedic treatment”: Professionalising Narikuravar medicine, by Gabi Alex • From home to market: Responses, resurgence and institutionalisation of Ayurvedic manufacturing from 1830s to 1920s, by M.S. Harilal • For whom the bells toll: Good practices and standard laws for traditional medicine business in India, by Madhulika Banerjee Fourth Session: Institutionalisation and the market / Pt. 2: Legal issues • Institutionalising medicinal plant management in Kerala: Forest control, rights of use and participation, by Lucie Dejouhanet • Intellectual property rights for traditional medicines: Where does India stand?, by N. Lalitha • Geographical indications: a legal tool adapted to protect medicines and their producers?, by Delphine Marie-Vivien

Ayurveda Panchakarma & Massage Therapies

Abhyanga (Ayurveda Body Massage)

A specialized whole body massage performed by therapist using specific herbal oil selected according to th body type. The treatment brings about improved physical consistency, induces deep relaxation and is very beneficial for vigor and vitality.

Shirodhara

In this therapy herbal medicated oils, medicated milk, medicated buttermilk etc., are poured on the forehead in a special method followed by Indian head massage. It relieves mental tension, provides peace of mind and checks stress and strain. Tunes up brain functions, help to improve memory.

Pizhichil

In this therapy 3-4 liters lukewarm herbal medicated oil is poured on the whole body continuously, followed by simultaneous massage. Ideal for retards the ageing process, arrests degeneration of the body cells and relieving muscular pain, joint stiffness. Effective for Arthritis, Rheumatic diseases, Sexual weakness, Nervous weakness, and Nervous disorders. Improves Vigor and Vitality.

Patra Pinda Swedana (Pain Management Treatment)

In this treatment the body is massaged with cloth bags (poultices) filled with powders of medicinal leaves along with warm medicated oil. This is specially for inflammatory conditions of bones and joints, sports injuries.

Udavartana

This dry massage starts with deep manipulation of the muscles to reduce obesity and improve mobility of the joints. This is followed by a scrub massage with ayurvedic herbs to remove dead cells and leave the skin glowing. Rhythmic strokes towards the heart promote blood circulation.

Vaspa Swedana (Steam Bath)

Herbal leaves and certain medicinal powders are boiled and that steam is passed on to the body, inducing sweat, which opens the blocked pores of the skin, thus eliminating impurities from the body through sweat glands. It improves the tone of the body and skin. Reduces body stiffness, aches, pains, and swelling. Reduces fat from under the skin and make skin soft. A totally relaxing and refreshing experience.

Face Care

The face is our introduction, identity, personality and much more. The special face care can be achieved by taking steps in a sequence like initial cleansing, herbal cream massage, gentle steam, face packs and moisturizing

Ayurveda and the secrets of a healthy life

Composed of the five elements of nature - earth, fire, wind, water and the sky - your body is the most wonderful creation ever. An inseparable parts of the cosmic universe. Divinely inspired. Delicately balanced. The secrets of Ayurveda lies in the unique understanding of this delicate balance, which is the perfect combination of three somatic humors - Vata, Pitta and Kapha - that determines the person you are. And the good health you enjoy. When this balance is disturbed, it manifests as an ailment. Ayurveda diagnoses your body humors and restores them to their original state. Bringing your body back to how it was naturally meant to be - hale, healthy and harmonious.

The timeless healing power of Ayurveda

Thanks to this extraordinary understanding of your body, the methodsm of Ayurveda arem unique and universal. It sees man is relation to his natural habitat. Instead of treating the symptoms of a disease, it treats the individual. Caring not just for the affected part but for the entire body. Not surprisingly, Ayurveda has the answer to almost every ailment known to man. Purely natural, its regimens are absolutely free of side-effects. Perfected over centuries, they are timeless. And if you thought time is the greatest healer, Ayurveda has remedies even for those ailments that defy time and modern understanding.

Ayurveda offers you two kinds of programs: -

Rejuvenative and Therapeutic - As the names suggest, the former aims at your total well-being while the latter is ailment-specific. Eliminating the toxic impurities, they rejuvenate your body, mind and soul.

The fountain of youth and beauty

The Rejuvenative programs of Ayurveda

Rhythmic massage that relax each tendon. Medicated baths that revitalize every nerve. Diets that restore you to sound health. The rejuvenation programs of Ayurveda are designed to improve your vitality, enhance immunity and increase longevity. Besides, good health goes a long way in brining out the best in you. Adding a healthy glow to your skin, it will awaken the sleeping beauty within. Adding years to life, and life to your years.

Rejuvenation therapy (Rasayana Chikitsa)

Tones up the skin and rejuvenates and strengthens all the tissues, so as to achieve ideal health and longevity. Increases 'Ojas' (primary vitality) and improves 'Sattva' (mental clarity) and thereby increases the resistance of the body. Includes head and face massage with medicated oils and creams, body massage with herbal oil or powder, by hand and foot, internal rejuvenative herbs and herbal steam bath.

Body Immunization and longevity treatment (Kayakalpa Chikitsha) Prime treatment for retarding the ageing process, arresting the degeneration of body cells and immunization of the system. Includes intake of Rasayana (special Ayurvedic herbs and diet) and comprehensive body care programs. Most effective for either sex if undertaken before the age of 60.

Body Sudation (Sweda Karma)

Medicated steam baths eliminate impurities from the body, improve the tone and complexion of the skin, reduce fat and are recommended for certain rheumatic diseases, particularly for pain. Precious herbs and herbal leaves are boiled and the steam is passed over the entire body for 10 to 20 minutes daily. hand massage with herbal oils or herbal powder improves blood circulation and tones up the muscles.

Body Slimming

Medicated herbal powder and medicated herbal oil massage, Herbal steam bath, Ayurvedic herbs and a diet management in Ayurvedic way are part of the program.

Beauty Care

Herbal face pack, herbal oil or cream massage, intake of herbal tea etc. improves the complexion and beautifies the body.

Pizhichil (Oil Therapy with head, face and body massage)

Dhara (Shirodhara): In this therapy herbal medicated oils, medicated milk, medicated buttermilk etc., are poured on the forehead in a special method followed by Indian head massage. It relieves mental tension, provides peace of mind and checks stress and strain. Tunes up brain functions, help to improve memory.

Dhara with Head, Face and Body Massage: This Treatment is a combination of Shirodhara & Abhyanga (Body massage). From this treatment Person can get benefit of both treatments in less time and money. Elakizi: In this treatment the body is massaged with cloth bags (poultices) filled with powders of medicinal leaves along with warm medicated oil. This is specially for inflammatory conditions of bones and joints, sports injuries.

Special Package At Our Center

Stress management Package

Short and power packed program for one day for those of you who are stressed out due to heavy work schedules, meeting deadlines, long hours in work load. The therapeutic procedure in this package is specially formulated for those who get the ‘burnt out feeling’ and for super stressed-out businessman. The package consists of a free consultation with our Ayurvedic doctor, synchronized body massage with traditional Ayurvedic oils, Herbal steam bath & Shirodhara.

Rejuvenation Package

Experience this three days program, which reinvigorates and revitalizes you. Best for getting rid of stress, weariness and fatigue. The feeling of well being is infused to the body and soul. The package includes a free consultation with our Ayurvedic doctor; synchronized body massage using medicated oils as per traditional Ayurvedic procedures. Herbal steam bath, Shirodhara, Netra Trapana, includes Yoga and relaxation techniques. Guidelines on Ayurvedic diets are also given. This package gives you mental and physical relaxation; reinvigorate body and mind to experience the fullness of life.

Executive’s and IT Professional’s Package

Two days exclusive health package developed for the fast paced Executive and IT Professional, who is continuously exposed to computer screen, prone to Computer vision syndrome, confined to sitting on a chair for long hours with prolonged use of fingers for operating keyboard leading to carpal tunnel syndrome (repetitive strain injuries), working late hours without proper sleep, physical and mental stress of meeting deadlines and have untimely food. Package includes free consultation with Ayurvedic doctor, synchronized body massage with medicated oil in typical Kerala tradition, Herbal steam bath and Shirodhara. Also Netra Tarpana specially for eye care. Relaxation techniques explained. Guidelines to traditional Ayurvedic diet for health and nutrition. This package revitalizes you, sooths mind and body. A most effective way to get back to the shape and get the vital energy to start your work afresh, optimizing your health and creative potential.

Frequent Traveler’s Package

Package for the frequent travelers, to relieve the tiredness, weariness, fatigue, the stress and strain caused while and after traveling. This package includes free consultation with our Ayurvedic doctor, traditional body massage with medicated oil and Herbal steam bath.

Eve’s Beauty Care Package

A special package offered for ladies. A comprehensive beauty care program based on treatment modalities developed by the traditional Ayurvedic practitioner of Kerala. This program includes herbal oil massage, herbal steam bath, face packs using freshly ground herbs, skin care, hair care, eye care and related healthy treatment to the body. Our Ayurvedic doctor will recommend the suitable procedures according to individual’s body constitution. Also guidelines on diet as per Ayurvedic traditions are given. This package will also help to improve the complexion, give shine and vitality to skin, improves the tone of the body, improves blood circulation and revitalizes the body.

Weight Reduction Package

Weight Reduction Program as per Ayurvedic system to reduce the excess body fat. This package includes Free consultation with our Ayurvedic doctor, Massage with powder of various herbs, herbal steam bath, Ayurvedic basti (enema), Herbal medicines and guidelines on diet. Cures that defy time and age.

The Therapeutic Programs of Ayurveda

Even amidst scientific advancements, Ayurveda has remained the final refuge many chronic illnesses. From nagging headaches, spondilitis and rheumatism to paralysis and insanity.

Treatment for chronic headaches, insomnia, mental tension and cases of hysteria, hallucination and insanity (Dhara): Herbal oils, medicated milk or butter milk and decoctions are poured on the forehead in a special manner.

Treatment for dryness of nostrils, mouth and throat, severe headaches, facial paralysis and burning sensation in the head (Sirovasti): Lukewarm herbal oils are poured into a leather cap fitted on the head for specific durations as per physician's recommendation.

Treatment for spondilosis, rheumatic disease like arthritis, paralysis, hemiplegia, nervous weaknesses and nervous disorders (Pizhichil): Warm herbal oil is applied with fresh linen all over the body by trained masseurs in a rhythmic manner for period of 1 hrs daily for 7 to 21 days.

Treatment for nasal ailments (Nasyam): Inhalation of medicated herbal preparetions, decoction, oils and ghee to eliminate the morbid factors from the head and neck area.

Treatment for ear ailments (Karnapooranam): Medicated oils are applied to the ear for 5 to 10 minutes daily to clean as well as treat specific ailments.

Preventing cataract and strengthening vision (Tarpanam): A treatment for the eyes, effective in preventing cataract and strengthening the optic nerve.

Treatment for wasting of muscles, rheumatism, sports injuries, pain in the joints, emaciation of the body or parts of the body and certain kinds of skin diseases (Navarakizhi): The whole body is made to perspire by the external application of medicated rice packs in the form of boluses tied in muslin bags. Tailor-made programs for total care. Ayurveda recognises you as an in dividual. With a unique body constitution and mental make up. Which is why yopur physician will design an exclusive program for you that matches them both. In fact, therapeutic massage and even short-term treatments for minor ailments like back pain will be rendered only on his advice. And he will personally oversee it, every step of the way. During body massage and other health programs, women will have the services of female technicians and men that of male technicians. Chapter - 6

Medical Tourism

The most recent trend in privatisation of health services is medical tourism, which is gaining prominence in developing countries. Globalisation has promoted a consumerist culture, thereby promoting goods and services that can feed the aspirations arising from this culture. This has had its effect in the health sector too, with the emergence of a private sector that thrives by servicing a small percentage of the population that has the ability to “buy” medical care at the rates at which the “high end” of the private medical sector provides such care. This has changed the character of the medical care sector, with the entry of the corporate sector. Corporate run institutions are seized with the necessity to maximise profits and expand their coverage. These objectives face a constraint in the form of the relatively small size of the population in developing countries that can afford services offered by such institutions. In this background, corporate interests in the Medical Care sector are looking for opportunities that go beyond the limited domestic “market” for high cost medical care. This is the genesis of the “medical tourism” industry.

Medical Tourism As An Industry

Medical tourism can be broadly defined as provision of ‘cost effective’ private medical care in collaboration with the tourism industry for patients needing surgical and other forms of specialized treatment. This process is being facilitated by the corporate sector involved in medical care as well as the tourism industry - both private and public. In many developing countries it is being actively promoted by the government’s official policy. India’s National Health policy 2002, for example, says: “To capitalise on the comparative cost advantage enjoyed by domestic health facilities in the secondary and tertiary sector, the policy will encourage the supply of services to patients of foreign origin on payment. The rendering of such services on payment in foreign exchange will be treated as ‘deemed exports’ and will be made eligible for all fiscal incentives extended to export earnings”. The formulation draws from recommendations that the corporate sector has been making in India and specifically from the “Policy Framework for Reforms in Health Care”, drafted by the prime minister’s Advisory Council on Trade and Industry, headed by Mukesh Ambani and Kumaramangalam Birla.

Growth Of The Medical Tourism Industry

The countries where medical tourism is being actively promoted include Greece, South Africa, Jordan, India, Malaysia, Philippines and Singapore. India is a recent entrant into medical tourism. According to a study by McKinsey and the Confederation of Indian Industry, medical tourism in India could become a $1 billion business by 2012. The report predicts that: “By 2012, if medical tourism were to reach 25 per cent of revenues of private up-market players, up to Rs 10,000 crore will be added to the revenues of these players”. The Indian government predicts that India’s $17-billion-a-year health-care industry could grow 13 per cent in each of the next six years, boosted by medical tourism, which industry watchers say is growing at 30 per cent annually. In India, the Apollo group alone has so far treated 95,000 international patients, many of whom are of Indian origin. Apollo has been a forerunner in medical tourism in India and attracts patients from Southeast Asia, Africa, and the Middle East. The group has tied up with hospitals in Mauritius, Tanzania, Bangladesh and Yemen besides running a hospital in Sri Lanka, and managing a hospital in Dubai. Another corporate group running a chain of hospitals, Escorts, claims it has doubled its number of overseas patients - from 675 in 2000 to nearly 1,200 this year. Recently, the Ruby Hospital in Kolkata signed a contract with the British insurance company, BUPA. The management hopes to get British patients from the queue in the National Health Services soon. Some estimates say that foreigners account for 10 to 12 per cent of all patients in top Mumbai hospitals despite roadblocks like poor aviation connectivity, poor road infrastructure and absence of uniform quality standards. Analysts say that as many as 150,000 medical tourists came to India last year. However, the current market for medical tourism in India is mainly limited to patients from the Middle East and South Asian economies. Some claim that the industry would flourish even without Western medical tourists. Afro-Asian people spend as much as $20 billion a year on health care outside their countries – Nigerians alone spend an estimated $1 billion a year. Most of this money would be spent in Europe and America, but it is hoped that this would now be increasingly directed to developing countries with advanced facilities.

Promotion Of Medical Tourism

The key “selling points” of the medical tourism industry are its “cost effectiveness” and its combination with the attractions of tourism. The latter also uses the ploy of selling the “exotica” of the countries involved as well as the packaging of health care with traditional therapies and treatment methods. Price advantage is, of course, a major selling point. The slogan, thus is, “First World treatment’ at Third World prices”. The cost differential across the board is huge: only a tenth and sometimes even a sixteenth of the cost in the West. Open- heart surgery could cost up to $70,000 in Britain and up to $150,000 in the US; in India’s best hospitals it could cost between $3,000 and $10,000. Knee surgery (on both knees) costs 350,000 rupees ($7,700) in India; in Britain this costs £10,000 ($16,950), more than twice as much. Dental, eye and cosmetic surgeries in Western countries cost three to four times as much as in India. The price advantage is however offset today for patients from the developed countries by concerns regarding standards, insurance coverage and other infrastructure. This is where the tourism and medical industries are trying to pool resources, and also putting pressure on the government. We shall turn to their implications later. In India the strong tradition of traditional systems of health care in Kerala, for example, is utilised. Kerala Ayurveda centres have been established at multiple locations in various metro cities, thus highlighting the advantages of Ayurveda in health management. The health tourism focus has seen Kerala participate in various trade shows and expos wherein the advantages of this traditional form of medicine are showcased. A generic problem with medical tourism is that it reinforces the medicalised view of health care. By promoting the notion that medical services can be bought off the shelf from the lowest priced provider anywhere in the globe, it also takes away the pressure from the government to provide comprehensive health care to all its citizens. It is a deepening of the whole notion of health care that is being pushed today which emphasises on technology and private enterprise. The important question here is for whom is ‘cost effective’ services to be provided. Clearly the services are “cost effective” for those who can pay and in addition come from countries where medical care costs are exorbitant - because of the failure of the government to provide affordable medical care. It thus attracts only a small fraction that can pay for medical care and leaves out large sections that are denied medical care but cannot afford to pay. The demand for cost effective specialized care is coming from the developed countries where there has been a decline in public spending and rise in life expectancy and non-communicable diseases that requires specialist services.

Medical Tourism And Public Health Services

Medical tourism is going to only deal with large specialist hospitals run by corporate entities. It is a myth that the revenues earned by these corporates will partly revert back to finance the public sector. There is ample evidence to show that these hospitals have not honoured the conditionalities for receiving government subsidies - in terms of treatment of a certain proportion of in patients and out patients free of cost. If anything, increased demand on private hospitals due to medical tourism may result in their expansion. If they expand then they will need more professionals, which means that they will try to woo doctors from the public sector. Even today the top specialists in corporate hospitals are senior doctors drawn the public sector. Medical tourism is likely to further devalue and divert personnel from the public sector rather than strengthen them. Urban concentration of health care providers is a well-known fact – 59 per cent of India’s practitioners (73 per cent allopathic) are located in cities, and especially metropolitan ones. Medical tourism promotes an “internal brain drain” with more health professionals being drawn to large urban centres, and within them, to large corporate run specialty institutions. Medical tourism is going to result in a number of demands and changes in the areas of financing and regulations. There will be a greater push for encouraging private insurance tied to systems of accreditation of private hospitals. There is a huge concern in the developed countries about the quality of care and clinical expertise in developing countries and this will push for both insurance and regulatory regimes. The potential for earning revenues through medical tourism will become an important argument for private hospitals demanding more subsidies from the government in the long run. In countries like India, the corporate private sector has already received considerable subsidies in the form of land, reduced import duties for medical equipment etc. Medical tourism will only further legitimise their demands and put pressure on the government to subsidise them even more. This is worrying because the scarce resources available for health will go into subsidising the corporate sector. It thus has serious consequences for equity and cost of services and raises a very fundamental question: why should developing countries be subsidising the health care of developed countries?

Modern Medical Tourism in Kerala

Health Vacation in Kerala

The health vacation phenomenon is one of the hottest new trends at the moment, and Kerala, India currently receives a surprising number of foreign tourists who desire high-end wellness solutions. Although Kerala has long been synonymous with ancient Ayurvedic healing, the region’s focus on modern medical tourism is what accounts for the bulk of visitors these days. According to Dr. Philip Augustine, CEO of Lakeshore Hospital, the number of tourist coming into the state for a health vacation was 16,000 in 2006. It is estimated that this number could rise up to 100,000 by 2010 thanks to Kerala’s world-class doctors and excellent infrastructure. The bulk of medical tourists come from the Middle-East, the U.S, the UK, and the Maldives.

Affordable Costs of Medical Tourism

Kerala’s emergence as a top class medical tourism destination has attracted international insurance companies and third party managers. The Guardian of London states that the health vacation phenomenon is on an upswing with tourists from developed countries since medical tourism combines affordable wellness solutions with personalized attention. Many also throw in a brief vacation for good measure . The Guardian further quotes the competitive treatment costs such as:

• Heart Bypass UK £15000, France £13000, US £13250, India £4300 • Hip- replacement Uk £9000, US £15900, France £7600, India £1350.

As a medical tourist Wayne Steinard says “"I still cannot believe that expenses on the surgery, other hospital charges, airfares and hotel stay do not add up to US $10,000." This sentiment is starting to spread as more and more tourists from abroad realize the many benefits of medical tourism in India.

Medical Tourism Scales New Heights in Kerala

Boom Time for Medical Tourism in Kerala

Kerala’s strengths in Ayurvedic medicine and modern medical technology combined with strong marketing skills has helped the medical tourism industry grow in leaps and bounds. With over 100,000 tourists expected over the next three years, it is boom time for medical tourism in Kerala. Foreigners are coming into Kerala for medical treatments ranging from cardiac surgery to dental treatments to cosmetic surgery to hip and knee replacements to wellness treatments. A study by McKinsey and the Confederation of Indian Industry (CII) predicts that medical tourism in India will command a $2.3 billion turnover by 2012. The Global Indian Tour Company (GITC) has launched a special medical tourism package under the brand name “Heavenly Healing” in association with the Kerala Institute of Medical Sciences (KIMS). The CII has also declared 2006-2007 as “Medical Tourism Year” in Kerala. The Department of Tourism in Kerala in partnership with CII is organizing a show and international conference on medical tourism which will be attended by prominent medical tourism hospitals, medical insurance companies, and travel operators.

Cosmetic Surgery: Liposuction Costs in Kerala Cosmetic surgery is all the rage in today’s beauty driven world. Given the kind of options available from hair implants to rhinoplasty to liposuction, the patient has a range of treatments to choose from. Kerala, with its excellent medical infrastructure and specialist doctors, leads in the field of cosmetic surgery. Liposuction tops the list for those traveling from the UK or US. Quality of treatment is one driving force, but another major factor is the massive cost difference with liposuction costs in the US starting from $3,500 to $8,500 whereas in India, liposuction costs range from at $1,100 to $1,800.

Medical Tourism’s Dental Offers

The ambience at the Kottayam Speciality Dental Clinic is enough to put one at ease and relieve one of the anxieties normally associated with dental visits. But why would one ever consider flying to India for dental care? Simple. The cost of dental treatment in the USA is ten times higher than in India.

• Dentist charge $300 to $400 for a dental filling in the USA and Europe. In India the charge is $20 to $40.

• The cost of a root canal treatment is $3,000 in the USA whereas in India it costs $200. • Dental fillings cost $1,000 in the USA and in India it costs $200

only.

The Indian Healthcare Federation is working with the CII to develop a certification and accreditation system for hospitals in Kerala. This certification is necessary for international insurance companies. It also helps to boost patient confidence in India’s health care system. The Malabar Institute of Medical Sciences is the first NABH accredited hospital in Kerala.

Conclusions

Health and medical tourism is perceived as one of the fastest growing segments in marketing ‘Destination India’ today. While this area has so far been relatively unexplored, we now find that not only the ministry of tourism, government of India, but also the various state tourism boards and even the private sector consisting of travel agents, tour operators, hotel companies and other accommodation providers are all eying health and medical tourism as a segment with tremendous potential for future growth.

Kerala - The Pioneer State Kerala, or God’s Own Country as its corporate slogan goes, has pioneered health and medical tourism in India. They have made a concerted effort to promote health tourism in a big way, which has resulted in a substantial increase of visitor arrivals into the state. Kerala and Ayurveda have virtually become synonymous with each other. However, though Kerala has strongly focussed on Ayurveda and its wide array of treatments and medications, good facilities are also available in the other traditional forms of medicine as well as in modern medical treatment. The bias towards health tourism in Kerala is so strong that Kerala Ayurveda Centres have been established at multiple locations in various metro cities, thus highlighting the advantages of Ayurveda in health management. The health tourism focus has seen Kerala participate in various trade shows and expos wherein the advantages of this traditional form of medicine are showcased.Kerala,India has one of the best qualified professionals in each and every field,Allopathi,Dental,Ayurveda etc and this fact has now been realized the world over. Regarding Medical facilities Kerala has the most competent doctors and world class medical facilities. With most competitive charges for treatment, Kerala is a very lucrative destination for people wanting to undergo treatment of certain medical problems who do not need immediate emergency treatment. Kerala offers World Class Medical Facilities, comparable with any of the western countries.Kerala, India has state of the art Hospitals and the best qualified doctors. With the best infrastructure, the best possible Medical facilities, accompanied with the most competitive prices, you can get the treatment done in Kerala ,India at the lowest charges. A patient will come to Kerala India where he will undergo medical treatment and along with that we will show him the Kerala tourist and pilgrim destinations, as and when advised by the Doctors. The whole thing would save him a lot of money and he will get to discover Kerala,India at the same time. We assure that we provide the best medical and travel facilities during for you in Kerala,India. Get your medical treatment done in Kerala at a fraction of the cost at which it is done abroad - in Europe or America. Besides providing you medical treatment, we will also show you different tourist destinations in Kerala,India. The complete package will cost you less that what you would have to pay for the medical charges alone, in other European, Middle East or American countries.

References

Collecting data from Kerala Bhawan

Books

IGNOU Materials Library