Kerala Govt. will Help Build a Global Ayurveda Brand, says E P Jayarajan at the CII Global Ayurveda Summit
Kochi: The third edition of the was inaugurated by E P Jayarajan, Kerala’s Minister for Industries and Commerce, here the other day. Releasing the CII-PwC report on Ayurveda at the Summit, the Minister said, “Ayurveda is the traditional Indian form of medicine, essentially the best holistic system of medicine that integrates the physical, mental, spiritual and social well being of a person. Western medicine helps to treat various diseases effectively while Ayurvedic medical science helps people live a healthy life.” Despite its holistic appeal, the Ayurveda healthcare industry has contributed only $3 billion to the worldwide healthcare industry that amounts to over $1,000 billion. Even in India, only 10 per cent of the population opts for Ayurveda as a preferred form of treatment. To tackle this issue, the Confederation of Indian Industry (CII) organised the Global Ayurveda Summit 2018 to help participants focus on reviving and bringing this comprehensive form of treatment to the mainstream. “Integrating globalised and modern practices derived from Ayurvedic traditions are the need of the hour,” said Ajay George, Managing Director, Bipha Ayurveda speaking on the occasion. The Global Ayurveda Summit provided a unique business platform for the exchange of ideas as well as to exhibit products and services. Another highlight of the Summit is Ayurstart, a first-of-its-kind startup competition in the field of Ayurveda. Ayurstart is aimed at disrupting the existing practices and building on unique ideas (services, products, apps) to improve customer experience, thereby increasing the acceptance of Ayurveda worldwide. The CII-PwC report suggests that the Ayurveda healthcare industry should combine medicines, medical services, tourism, research and education under one umbrella so that it can become a sustainable model. The availability of medicinal plants is a critical factor in this industry. Today, 90 per cent of medicinal herbs and plants are sourced from forests and mountains. Thus, there is a need to protect and preserve this priceless resource. Setting up medicinal gardens and opening them for public viewing will help not only provide the much-needed raw materials for the industry but also educate the masses about the potential of Ayurveda. The way forward is to integrate Ayurveda with the existing biomedicine-based healthcare system so that both systems can co-exist. Minister Jayarajan also promised the State Government’s support in building a global brand of Ayurveda that would be recognised worldwide. Practical steps towards this goal include developing facilities on a par with international standards, setting standard wellness practices, research funding to build on existing knowledge and for the development of new product and services. These steps will provide Kerala and its Ayurveda with the much-needed impetus to make a mark in the world healthcare industry.