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THE AYURVEDIC MEDICINE INDUSTRY IN INDIA

by Subhuti Dharmananda, Ph.D., Director, Institute for Traditional Medicine, Portland, Oregon
Ayurvedic medicines are produced by several thousand companies in India, but most of them are
quite small, including numerous neighborhood pharmacies that compound ingredients to make
their own remedies. It is estimated that the total value of products from the entire Ayurvedic
production in India is on the order of one billion dollars (U.S.). The industry has been dominated
by less than a dozen major companies for decades, joined recently by a few others that have
followed their lead, so that there are today 30 companies doing a million dollars or more per year
in business to meet the growing demand for Ayurvedic medicine. The products of these
companies are included within the broad category of "fast moving consumer goods" (FMCG;
which mainly involves foods, beverages, toiletries, cigarettes, etc.). Most of the larger Ayurvedic
medicine suppliers provide materials other than Ayurvedic internal medicines, particularly in the
areas of foods and toiletries (soap, toothpaste, shampoo, etc.), where there may be some overlap
with Ayurveda, such as having traditional herbal ingredients in the composition of toiletries.
The key suppliers in Ayurveda are Dabur, Baidyanath, and Zandu, which together have about
85% of India's domestic market. These and a handful of other companies are mentioned
repeatedly by various writers about the Ayurvedic business in India; a brief description is
provided for them, arranged here from oldest to newest:
Dabur India Ltd. is India's largest Ayurvedic medicine
supplier and the fourth largest producer of FMCG. It was
established in 1884, and had grown to a business level in
2003 of about 650 million dollars per year, though only a
fraction of that is involved with Ayurvedic medicine. Last
year, about 15% of sales volume was pharmaceuticals, the
remaining 85% were mostly non-medicine items such as
foods and cosmetics. Dabur's Ayurvedic Specialities
Division has over 260 medicines for treating a range of
ailments and body conditions-from common cold to
chronic paralysis. These materials constitute only 7% of
Dabur's total revenue (thus, less than 50 million dollars).
Dabur Chyawanprash (herbal honey) has a market share of
70% and chewable Hajmola Digestive Tablets has an 88%
share. Other major products are Dabur Amla Hair Oil,
Vatika (Shampoo), and Lal Dant Manjan (Tooth Powder).

Sri Baidyanath Ayurvedic Bhawan Ltd. (Baidyanath for

short) was founded in 1917 in Calcutta, and specializes in
Ayurvedic medicines, though it has recently expanded into

the FMCG sector with cosmetic and hair care products;

one of its international products is Shikakai (soap pod)
Shampoo. Baidyanath has a sales volume of about 350
million dollars, but most of the product sales are in the
cosmetic range. The company reports having over 700
Ayurvedic products, made at 10 manufacturing centers,
with 1,600 employees. Included items are herbal teas,
patent medicines, massage oils, and chyawanprash.

Zandu Pharmaceutical Works was incorporated in Bombay

in 1919, named after an 18th-century Ayurvedic. The
company focuses primarily on Ayurvedic products (in
1930, pharmaceuticals were added, but the pharmaceutical
division was separated off about 30 years later). However,
today Zandu has a chemicals division and cosmetics
division. Its total sales volume is about 45 million dollars.
One of its current projects is to develop a dopamine drug
from a plant extract, applying for new drug status in the
U.S.

The Himalaya Drug Company was established in 1934 in

Bangalore. It currently has a business level of about 500
million dollars and has a U.S. distribution division
(Himalaya USA). It is known in the U.S. for the product
Liv-52, marketed as a liver protector and therapy for liver
diseases like viral hepatitis; the product was first marketed
in India in 1955.

Charak Pharmaceuticals was founded in 1947, and

currently has three distribution centers in India; it produces
liquids, tablets, and veterinary supplies. It has gained a
large advantage with its new product Evanova, a
preparation containing 33 herbs and minerals and nonhormonal active ingredients used as a menopause treatment
alternative to HRT. Soya is one of the main ingredients in
this product. The product also contains Ayurvedic herbs
that act like selective estrogen receptor modulators as well
as asparagus root (shatavari), which reduces the frequency
and intensity of hot flashes.

Vicco Laboratories was established in 1958. It mainly

produces topical therapies based on Ayurveda and is best
known internationally for its toothpaste product,
Vajradanti, which has been marketed in the U.S. for more
than 25 years.

The Emami Group, founded in 1974, provides a diverse

range of products, doing 110 million dollars of business
annually, though only a portion is involved with Ayurvedic
products, through its Himani line; the company is mainly
involved with toiletries and cosmetics, but also provides
Chyawanprash and other health products.

Aimil Pharmaceuticals Ltd., incorporated in 1984 and

engaged in manufacturing and sale of both generic and
proprietary Ayurvedic medicines, with a business level of
about 20 million dollars annually. Its wide range of
Ayurvedic herbal formulations, covering most therapeutic
segments, was honored by the Indian government's
National Award for Quality Herbal Preparations and
National Award for R & D in the year 2002. It is known for
its proprietary formulas for hepatitis, diabetes, menstrual
disorders, digestive disorders, and urinary diseases.
Several small companies that have grown rapidly in recent years envision themselves as primary
players in the Ayurvedic market. As an example, Viswakeerthy Ayurvedic Pharmacy promotes
itself as one of the largest suppliers of Ayurvedic medicines in India. It presents the following on
its website:
Viswakeerthy Ayurvedic Pharmacy, was founded by Dr. K. Mohammadkutty a great friend of
Nature and Ayurveda. Started in 1977, as a fledgling pharmacy, Viswakeerthy today is one of the
largest manufacturers of Ayurvedic Medicines with a formidable presence all over Kerala. The
dynamic leadership of Dr. K. M. Kutty, complemented by the energetic drive of his team of
young enthusiastic professionals has taken Viswakeerthy Ayurvedic Pharmacy to new heights.
The philosophy behind the inception was to "Serve Humanity Through Ayurveda-The Authentic
Way" by propagating and practicing genuine Ayurveda and producing quality Ayurvedic
medicines. Today, this philosophy has taken Viswakeerthy to new heights of Ayurvedic
excellence. Realizing the importance of standardization of medicines and the modernization of
production, Viswakeerthy took the significant step of updating the technology of the existing
pharmacy and establishing a sophisticated private limited company, Viswakeerthy Herbals Pvt.
Ltd. at Kalpakanchery, Malappuram District of Kerala.

The market for Ayurvedic internal medicines is dominated by Chyawanprash, an herbal honey
comprised of about 3 dozen ingredients, with amla (emblic myrobalans) as the key ingredient.
The leader in this field is Dabur, which had a 69% market share at the end of 2002; followed by
Baidyanath, with nearly 11%, and Zandu and Himani (Emami Group) with about 7.5% each. A
variety of individual herbs, traditional formulations, and proprietary medicines make up the rest
of the health products section involving internal remedies, while the remainder of the market is
taken up by toothpastes and powders, skin creams, massage oils, shampoos, and other topical
preparations. Aside from Chyawanprash, the following are among the major traditional remedies:
Formula
Designation

Ingredients

Main Uses

Triphala
Three Myrobalans

Terminalia chebula, Terminalia Belerica,

Emblica officinalis

Rejuvenative tonic,
harmonizer,
treatment for
intestinal disorders

Trikatu
Three Pungents

Piper longum, Zingiber officinale, Piper

nigrum

Spicy stimulant to
digestion

Trikulu
Three Fragrants

Ellettaria cardaomomum, Cinnamomum

arundinacia, Eugenia caryophylla

Aromatic base for

numerous
formulations

Gokshuradi
Guggulu

Triphala plus Trikatu plus Tribulus

terrestris, Commiphora mukul, Cyperus
rotundus

Treatment for
urinary tract
disorders

Sitopaladi churna

Bombusa arundinacia, Cinnamomum

Alleviates cough
zeylanicum, Elettaria cardamomum Piper and associated

longum

respiratory
disorders

Two of the largest companies involved with providing traditional medicine products, such as the
above, are Himalaya Drug Company and Universal Medicaments (in Nagpur). Universal
Medicaments has a joint venture for research and manufacturing of herbal products with Cipla
Ltd. and Lupin Ltd, two leading pharmaceutical companies of India. Universal is engaged in
manufacturing and exports of both pharmaceutical formulations and research-based herbal
medicines.
Exports of Ayurvedic medicines have reached a value of 100 million dollars a year (about 10%
the value of the entire Ayurvedic industry in India). About 60% of this is crude herbs (to be
manufactured into products outside India), about 30% is finished product shipped abroad for
direct sales to consumers, and the remaining 10% is partially prepared products to be finished in
the foreign countries (see Appendix 1 for examples of Ayurvedic distribution from India with
products available worldwide).

STATUS OF AYURVEDA IN INDIA

The Indian government and non-government organizations have been collecting statistics on the
Ayurvedic system in India and these data about the manpower and institutional aspects of
Ayurveda have emerged:

Number of registered medical practitioners: 366,812

Number of dispensaries: 22,100

Number of hospitals: 2,189

Number of hospital beds: 33,145

Number of teaching institutions (undergraduate): 187

Number of upgraded postgraduate departments: 51

Number of specialties in postgraduate medical training: 16

Number of pharmacies manufacturing Ayurvedic medicines: 8,400

In India, 60% of registered physicians are involved in non-allopathic systems of medicine. In

addition to the nearly 400,000 Ayurvedic practitioners, there are over 170,000 homeopathic
physicians; India has about 500,000 medical doctors (similar to the number in the U.S., but
serving nearly 4 times as many people). Reliance on Ayurvedic medicine is heavy in certain

regions of India, such as Kerala in the Southwest. Many Ayurvedic practitioners in small villages
are not registered. One of the famous clinics of India is described in Appendix 2 and a new clinic
complex is serving visitors from abroad is mentioned in Appendix 3.

MODERN MARKET DEVELOPMENTS

The SAARC (South Asia Association for Regional Cooperation) was formed in 1985; its
member countries are India, Pakistan, Nepal, Bangladesh, Bhutan, Maldives, and Sri Lanka.
These countries all have been influenced by Ayurvedic medicine. Trade in Ayurvedic medicines
within the SAARC is mostly limited to raw materials that grow in one region (e.g., high
mountains, northern climate) and are then exported to other regions (e.g., lowland southern
areas). Because of the large number of very small factories that try to service the local
communities, with products labeled with the local language, there is little opportunity for
suppliers in one SAARC country to send finished products to another SAARC or even abroad.
Entrepreneurs in these countries (mainly in India) seeking to break into the market for natural
products have determined, rightly, that the demand for traditional style Ayurvedic medicines both
inside and outside the region is limited, despite growth trends as high as 20% annually
encountered in the late 1990s. They have aimed to bolster interest by carrying out scientific
research into promising herbs and formulas that are based on Ayurveda but not necessarily
reflecting traditional practices. Of necessity, such research eventually focuses on finding of
active ingredients, and this has led to the development of isolates from plants that are sold as
"nutriceuticals" (substances not registered as drugs, but used like nutritional and dietary
supplements, sold over the counter in various formulations with specific health benefits
portrayed for them). For these, there is a growing worldwide demand. The main suppliers of
nutriceuticals are Japan, China, and the U.S., but India stands to become a significant contributor.
As an example of development of Ayurvedic nutriceuticals, Sabinsa Corporation, a U.S.
company with affiliates in India that represents the Indian tradition, though it also takes on
similar projects involving herbs from other sources. The company was founded by Dr.
Muhammed Majeed. He was born in Kerala, India; after graduating in Pharmacy from Kerala
University, Majeed emigrated to the U.S. in 1974, where he continued his graduate studies and
then worked at pharmaceutical companies for 15 years. Then, in 1988, he founded Sabinsa
Corporation. Soon after, in 1991, Majeed set up a research and development group at Bangalore,
India called Sami Labs Ltd. That facility now has over 500 employees.
Sabinsa produces extracts and special powders such as the following (uses are typical
applications sought by product manufacturers and may not reflect traditional Ayurvedic uses):
Product Name
Adhatoda Vasica- (Adhatoda
vasica)
Standardized Extract

Composition
1.0% vasicine
2.0% total alkaloids

Uses
respiratory support,
cough-cold aid

Amla- (Emblica officinalis)

Standardized Extract

40% tannins

rejuvenating agent

Andrographis paniculata
Standardized Extract

10% andro-grapholides

liver support

Ashwagandha (Withania
somnifera)
Standardized Extract

1.5% withanolides
1.0% alkaloids

adaptogen

Asparagus Racemosus
Standardized Extract

2.5% shatavarin ii
2.5% shatavarin iv

Adaptogen

Bacopin (Bacopa monniera)

Standardized Extract

20% bacosides a & b

memory support

Bioperine (Piper nigrum)

Standardized Extract

95% piperine

nutrient bioavailability
enhancer

Boswellin (Boswellia serrata)

Standardized Extract

70% total organic acids

20% -boswellic acid

anti-inflammatory,
arthritis support

Boswellin Forte (Boswellia

serrata)
Standardized Extract

75% total organic acids

40% -boswellic acid

anti-inflammatory,
arthritis support

Calcium Sennosides (Cassia

angustifolia)
Standardized Extract

20% total sennosides

laxative action

Centellin (Centella asiatica)

Standardized Extract

8% total triterpenes

skin health, general

tonic

Coleus Forskohlii
Standardized Extract

1%, 10%, or 20%, or

95% forskolin

Traditional use:
circulation support; new
uses: sports nutrition,
weight management

Curcumin C3 Complex
(Curcuma longa)
Standardized Extract

95% curcuminoids

antioxidant, antiinflammatory

Fenusterols (Trigonella
foenum graecum)
Standardized Extract

50% steroidal saponins

sports nutrition

Ginger Dry Extract (Zingiber

officinale)
Standardized Extract

5% gingerols

digestive aid

Ginger Soft Extract (Zingiber

officinale)
Standardized Extract

20% gingerols

digestive aid

Gugulipid (Commiphora
mukul)
Standardized Extract

2.5% or 7.5%
guggulsterones

healthy cholesterol

Gymnema Sylvestre (Gymnema

sylvestre)
Standardized Extract

25% or 75% gymnemic

acids

healthy blood sugar

Hot Sip (Combination of 4

herbs)
Powdered Extract

combination of:
Adhatoda vasica,
Alpinia galanga
Glycyrrhiza glabra,
Piper longum

cough & cold aid

Inula Racemosa
Standardized Extract

2% alantolactone

circulation support, skin

health

Licorice - (Glycyrrhiza glabra)

Standardized Extract

20% glycyrrhizinic acid Expectorant

Momordicin - (Momordica
charantia)
Standardized Extract

7% bitter principles
0.5% charantin

blood sugar support

Mucuna Pruriens

10% & 15% l-dopa

tonic, energy

Neem Leaf Extract (Melia

azadirachta)
Standardized Extract

3% bitter principles

Antiseptic

Phyllanthus Amarus
(Phyllanthus amarus)
Standardized Extract

3% bitter principles

liver support

Picroliv (Picrorhiza kurroa)

Standardized Extract

4% kutkin
8-10% bitter principle

liver support

Piper Longum
Standardized Extract

1.5% piperine

respiratory support,
thermogenic

Rubia Cordifolia
Standardized Extract

0.1% total alkaloids

skin health

Silbinol (Pterocarpus
marsupium)
Standardized Extract

5% pterostilbene
0.01% (-) epicatechin
min.

blood sugar support

Terminalia Arjuna
Standardized Extract

0.5% arjunolic acid

circulation support

Terminalia Belerica
Standardized Extract

40% tannins

rejuvenating agent

Terminalia Chebula
Standardized Extract

40% tannins

rejuvenating agent

Tinofolin (Tinospora
cordifolia)
Standardized Extract

2.5% bitter principles

urinary health
support

Trikatu (Ayurvedic Formula)

Powder

combination of Piper
longum,
Piper nigrum, Zingiber
officinale

respiratory support,
thermogenic, digestive
aid

Triphala (Ayurvedic Formula)

Standardized Extract

40% tannins;
combination of
Terminalia belerica,
Terminalia chebula,
Emblica officinalis

digestive aid

Tulsi Extract (Ocimum sanctum) 2.0% ursolic acid

Standardized Extract

blood sugar
support, rejuvenating
agent

Tylophora (Tylophora
indica/asthmatica)
Standardized Extract

respiratory support

0.1% total alkaloids

As examples of how traditional Ayurvedic ingredients are converted to modern products, it has
been found that myrrh yields guggulsterones and frankincense yields boswellic acids that are
now in high demand. For both these herbs, the original research and product development
originated in India as part of an ongoing effort to investigate and make more useful the tradition
of Ayurvedic medicine. Much of the guggulsterone and boswellic acid currently used in
manufacturing products today comes from Sabinsa.
Guggulsterones are reputed to lower blood lipids, including cholesterol, a problem recognized
currently, but not an issue of traditional Ayurvedic medicine. The standardized nutriceutical
available for most manufacturing of products is 2.5% guggulsterones; preparations of 7.5% and
of 10% guggulsterones are produced, but the high sterone products are soft and more difficult to
use in manufacturing. The Sabinsa product is trademarked Gugulipid. Boswellic acids are
reputed to have potent anti-inflammatory activity, as demonstrated in laboratory experiments; its
traditional use would indicate an anti-inflammatory action. The standardized boswellic acid
preparations list their content as 50-70% boswellic acids, though it has been suggested that these

are actually total organic acids from frankincense, with boswellic acids as the major component.
The Sabinsa product is trademarked Boswellin.
This trend towards nutriceutical development has not been adopted by all. Some are still
interested in promoting the ancient tradition and sell the well-known prescriptions or make up
new proprietary formulas. An example of a company that sells complex Ayurvedic compounds is
Surya Herbal in New Delhi. They are the manufacturers and exporters of a wide range of
Ayurvedic generic, branded specialties and other OTC herbal healthcare products. The company
provides 15 formulations, which match, for the most part, the categories of natural therapeutics
in demand worldwide. The products include: Memory-Loss Capsules/Syrup; Mental Stress and
Fatigue Relieving Capsules; General Weakness Tonic for Men & Women; Liver Disorder
Curative Tablets/Syrup; Piles & Varicose Veins Tablets; Throat & Other Minor Infections
Therapy Tablets/Syrup; Menstrual Regulatory Capsules/Syrup; Cough Relief Tablets/Syrup; and
Constipation Regulatory Tablets/Syrup.
Another example is Universal Medicaments Pvt. Ltd., a part of Universal Pharmaceuticals
Group. The company is best recognized for its formulations Karnim (Anti-diabetic supplement),
Herbokam (Anti-stress formula), Chetak (Stimulant), Tonabilin (Iron supplement), Minitone, UGyanetone, and Unicough Syrup. All together, the company has about 15 main proprietary
products. Key elements in both these companies is a gradual move away from traditional
Ayurvedic products to the new formulations ("research-based") and new dosage forms (e.g.,
capsules and syrups to replace, as examples, teas and ghee preparations) that suit the current
demands. The direction today is to deal with broad issues, such as lowering cholesterol and
lipids, lowering blood sugar (in diabetes), and improving cardiovascular health overall. Products
in high demand also include menopause formulas, sexual stimulants, treatments for liver disease,
and detoxifying regimens.
The biggest supplier of Ayurvedic herb products for the U.S. and other Western countries is
Maharishi Ayurveda Products International, Inc., currently located in Colorado. Despite its
dominance in the field, which came about because of the popularity of Maharishi Mahesh Yogi
in his teaching of transcendental meditation, the company still has only a limited market
presence and small staff. The Maharishi had attracted a few medical doctors to his program, and
they have been vocal proponents of the products, which is the reason for their continued use.
There are about two dozen products in their catalog.
In America, Europe, and other countries, it has long been recognized that it is difficult to promote
traditional medicine systems because of their complexity, so individual herbs become the focus
of attention. The main herb of interest from India is ashwaganda. It is not promoted as much
based on its role in Ayurveda, rather, it has been compared, with considerable hyperbole, to
ginseng, which was for many years the biggest selling medicinal herb on the international
market. So, it is called "Indian ginseng" by some (though to do so now in the U.S. is illegal) and
promoted as an "adaptogen," as a sexual tonic, and as an immune enhancer, but usually without
any reference to its characteristics as recognized by Ayurveda. It is included in formulations, but
mostly with non-Ayurvedic ingredients. Previously, the best promoted herb from Ayurveda was
Centella asiatica, one type of Brahmi. This herb became popular almost entirely on the basis of
one product (which contained two other non-Ayurvedic herbs), that was heavily promoted.

Confusion over the source led to substitution of a Chinese herb in most products recently.
However, this Ayurvedic herb is still promoted as an energizer (in Ayurvedic medicine it is a
sedative), and as a tonic for the brain (which is consistent with some Ayurvedic indications for
it).
There are serious problems with traditional Ayurvedic medicine in the West. In a separate article
(Status of Ayurveda in the U.S.), I have described significant barriers that exist to development of
the field here, where Chinese medicine has done fairly well. Visitors to India bring back
distressing stories about the status of Ayurvedic medicine education in India, which indicates that
there are problems arising in the source country.
Other issues influence the potential spread of Ayurvedic medicines. With the popularization of
herbal medicine in recent decades, along with the rapid growth in population, numerous species
used in making traditional formulas are becoming endangered. A good example is Nardostachys
(jatamansi), which is now permitted only in manufactured products and cannot be otherwise
exported; it is mainly obtained in Nepal. According to one estimate, 120 economically useful
plants in India are endangered, 35 of which are said to be important medicinals.
Quality control issues have come to the fore, with worries about contamination of plant products
by heavy metals, pesticides, and other substances, yet few Ayurvedic factories are large enough
and affluent enough to invest in the necessary testing procedures to demonstrate the quality of
the finished materials. The ones mentioned above, Surya and Universal, do have the capabilities
and produce certificates of analysis for their batches of product that reveal test data on
cleanliness and purity of the product.
September 2003
Note: The author would like to thank Lokesh Gupta, in Noida, India, for providing background
information relevant to the development of this article. Any inadvertent errors in representation
of the industry activities or its member companies are the sole responsibility of the current
author.

APPENDIX 1. Ayurvedic Distribution

The development of international trade in Ayurvedic medicine came about at the same time that
the internet became a popular means of rapid communication. Most Ayurvedic suppliers provide
at least minimal contacts, and some provide extensive contacts, via the internet.
Follow this link for a sampling of 150 sites related to Ayurvedic medicine suppliers and
consultants on the internet (thanks to 123India.com).

APPENDIX 2. The Story Kottakkal Arya

Vaidya Sala, an Ayurvedic Medical Center
Founded in 1902, by Vaidyaratnam P.S. Varier, the Kottakkal Arya Vaidya Sala
is today the largest and most trusted institution of its kind in India. Kottakkal
Arya Vaidya Sala is a charitable institution offering authentic Ayurvedic
medicines and treatments to patients from all over India and abroad. The Arya
Vaidya Sala also manages one Ayurvedic Hospital at Kottakkal in Kerala and
another at Delhi, cultivates medicinal plants, manufactures medicines,
conducts research programs, publishes books and seminar reports on Ayurveda
and related subjects, and runs a Kathakali Academy. Sri Varier, scion of an
illustrious family of Kottakkal in the Malabar region of Kerala, was a
renowned Ayurvedic scholar and academician, an able practitioner, a
successful entrepreneur, and a genuine philanthropist. Sri Varier studied
Ayurveda under the classical Gurukula system. He also acquired proficiency in
the practice of Allopathy. In 1933, in recognition of his valuable services to
humanity, Sri P. S. Varier was conferred the distinguished title of
"Vaidyaratna" by His Excellency the Viceroy and Governor General of India.

Left: Some of the 500 Ayurvedic formulas developed by Arya Vaidya Sala; Right: Home of S.
Varier, the organization's founder.
Sri Varier, called the "savior of Ayurveda in the South" died in 1944. He had executed a will prior
to his demise, which converted his proprietary concern into a charitable trust of public nature, to
be run by a trust board consisting of seven members; as per the provisions of its founder's will,
Arya Vaidya Sala functions as a charitable trust.

Dr. P. K. Warrier,
Managing Trustee & Chief Physician

The major share of the earnings from its activities is

exclusively spent on medical aid-on both outpatient
and inpatient basis-to deserving persons. Financial
support is also provided for managing an affiliated
Ayurveda college; conducting research; holding
seminars and training programs; producing books
and publications; cultivation of herbal gardens; and
for running a classical dance academy. The
remaining funds are pooled back for the
development of the institution. No financial gain
accrues to any individual or family. The Trust Board
is headed by Dr. P. K. Warrier, a nephew of the
founder. Dr. Warrier serves also as Chief Physician,
ably assisted by other senior and experienced
physicians. Dr. Warrier, under whose leadership
Arya Vaidya Sala has grown into a large
organization with 14 branch clinics, has been
honored with several awards, including the
prestigious Dhanvanthari Award for 2001.

APPENDIX 3. Ayurvedic Natural Health

Center, Goa, India
Providing Ayruvedic health care services for tourists from around the world is one of the goals of
the modern Ayurvedic medicine industry. Although herb products can be shipped everywhere, the
services of Ayurveda-epitomized by the week-long Panch Karma regimen-are obtained by
staying at a special clinic. The Ayurvedic Natural Health Care Center is a group of sites in Goa
where people can visit for two weeks to experience a wide range of therapies. The Ayurvedic
system is particularly focused on cleansing (detoxifying) approaches, and uses numerous
methods for promoting elimination and relaxation, many of them involving application of
medicated oils.

The Ayurvedic Natural Health Care Center was established just a

few years ago by Dr. Gopalakrishnan Valiyaveettiv. He was born
in the Kerala area where Ayurvedic medicine has a strong base.
Dr. Valiyaveettiv belonged to a family specializing in Ayurveda,
and he attained a vast understanding of Ayurveda from his
parents. In 1990 he graduated from University, majoring in
Zoology, and then went on to formally study Ayurvedic
medicine. In 1996 he completed his Bachelor of Ayurvedic
Medicine & Surgery from Vaidyaratnam P.S Varier's Ayurvedic
College, in Kottakkal (see Appendix 1).

Herbal Pharmacy

Shirodhara

A collection of Ayurvedic remedies are available at

the clinic to be prescribed according to the ancient A continuous stream of medicated warm
system of treating the three doshas: vata, pitta, kapha. oil (or herbal decoctions, medicated milk,
A specialty of the clinic is use of Rasayana, which are or buttermilk) is poured onto the forehead
for 20 to 40 minutes. This procedure often
the rejuvenative tonics Specific dietary
recommendations are given to accompany the herbal induces a mental state similar to a trance,
which creates profound relaxation of the
preparations in making a complete program of
mind and body. It is deeply relaxing and
therapy.
revitalizes the central nervous system.
Shirodhara gives the best results when
taken after an Abhyanga, a whole body
massage with herbal oils.

Kati Basti
A special technique aimed at providing relief for back pain using warm medicated oils or herbal
decoctions when bathing the lower back for 20 to 30 minutes.