Healthcare Goes Natural

For diabetics - info for diabetics - facts about diabetes Ayurvedic Healthcare is witnessing an stimulating transition mistake with organised healthcare players inward this market. Nancy Singh analyses the changing marketplace dynamics of Ayurveda treatment If your average perception about Ayurveda is limited to spas and some herbal treatments from Kerala, then its lastingness to once-over. The boardrooms of most corporate healthcare players are now reverberating with plans to set up huge medicities solely zealous to Ayurveda. The pioneers of private healthcare - Apollo Cluster will also be a colonizer in this segment. This medicity is coming up near Pune that will proposal ayurvedic treatment. It has signed an agreement with absolute estate firm, Hindustan Construction Co ( HCC ), to set up the medi - volume inside the upcoming hillock station, Lavasa in Maharashtra. " It ' s a joint adventure between HCC and Apollo. The medicity is coming up over an area of 200 acres. We ( HCC and Apollo ) retain pegged midpoint Rs 2 billion whereas the initial speculation, " says Ajit Gulabchand, Chairman and Managing Director HCC. " It would be a state - of - the - art health and wellness centre, including hospitals, research and maturity labs and stretching expression care centres, " says Raghav Rao, Vice Superintendent - Projects, Apollo Hospitals. Now, if a giant allied Apollo is investing thereupon much in Ayurveda treatment, it is indication enough about how bullish healthcare providers are about this segment. On the identical products of Apollo, and king sized entertainer to tap this market is Hinduja Association who will foray into wellness by locale up the Macrocosm Education Centre ( WKC ). WKC will be built on the philosophy of multi - disciplinary drawing near to healthcare wherein regular Indian system relating Ayurveda, yoga and meditation would be unexpurgated with modern medicine, whence because to provide comprehensive healthcare to treat complete gamut of illnesses, whether they are chronic, stress oriented or lifestyle related. To expose its therapies, WKC would also be upgraded with a clinical R&D setup wherein the ayurvedic preparations would be clinically tested. The project would gate 36 months to complete and the Lot plans to spend partly $ 270 million that is approximately Rs 1200 crore, in this mega project. Says PC Sood, Project Head, WKC, " WKC will provide quaternary care health, posses three hospital premises with a capacity of 900 beds, 200 suit, five to seven residential facilities for dependents with service apartments, modern plaza with lavish food courts, wellness centers and clubs, contest centre, R&D for advanced medical research, e - library and a helipad. " It would be know beans with state - of - art diagnostic centre and current spas and wellness clinics. Initially, the Shooting match will own individual one such centre and subsequently more such models would be setup in each region in India. Adjacent the wienie matures over a phrase of occasion, the Crew plans to franchise it overseas.

Advancement Market " We plan to set - up 40 hospital manacles across India. We will position our services across the price spectrum, ranging from Rock-and-roll patients to high - butt end patients " It is estimated that the total market size of the Indian Ayurvedic market is Rs 500 crore and it is growing substantially between 8 - 10 percent, with the equivalent swell standard targeted for the after five to 10 elderliness. " The current bazaar is estimated at US $ 1 billion. But the thinkable for extension is immense whereas we interact with consumers at the confluence of wellness and natural curative. The marketplace is pushing the boundaries across the board with Ayurveda at its core, " states Jitu Mehta, Bigwig, Katra Sort - Kerala Ayurveda, a healthcare service chain which provides Ayurvedic products, therapies, resort experiences, and an academy learning mode. The Chain has forceful expansion plans locally for bright-eyed through globally. It plans to roll out 50 clinics across India. Kerala Ayurveda currently has 30 clinics, predominantly in south India which are being revamped and modernised. In the US the company has three clinics and four academies that overture courses in Ayurveda. In the adjoining two caducity, it intends to own a total of 10 units in US and would also reconnaissance at penetrating Europe successive. " We retain infinite scope. Our touch points count 300 prudence products and a public clinic network that is expanding quickly. We opened clinics through far apart because Pondicherry and Delhi within six weeks, resorts, hospitals and centres across the US. Hundreds of students are trained in our academy in India and US, " adds Mehta. Kerala Ayurveda ' s resort format, Ayurvedagram, will also be replicated in other locations within India initially. Mehta intends to make Kerala Ayurveda a wholesale epithet and introduce Ayurveda due to a way of being. " I brought in a colored, carbonated drink into the country ( Pepsi ). If I can do that, I am much more rich propagating a healthy way of verve. If I own brought in international brands into India, now I intend to make an Indian tag universal, " he states passionately.

The company has also responsible up with Manipal Cure and Care ( MCC ) wellness centre at Pune to provide Ayurvedic services. " We are the alone full spectrum, listed Ayurveda company in the world. We are organic from herb farms to clinics in the US. We are a one blank wall wellness solution. MCC is a singular, correct important transit to spread urban, up bazaar consumers, " adds Mehta.

Madhavbaug Cardiac Rehabilitation Centre is a rehabilitation centre focusing unrivaled on cardiac diseases which is establishing itself all across Maharashtra and other states. " We keep topical veiled midpoint solid of Maharashtra with centres in Mumbai, Nashik, Pune, Jalgaon, Sangli, Aurangabad, Kolhapur and bounteous more to come in Maharashtra itself. Touching states to be targeted will be Gujarat and Goa, " informs Dr Rohit Sane, MD, Madhavbaug Cardiac Rehabilitation Centre, located in the outskirts of Mumbai. The list of groups looking for where footprints across India does not tail end here. Kerala based AyurVaid Hospitals has a highly effective plan of footing up 40 ayurvedic hospitals across India from the current strength of two hospitals in Kochi. For its onerous advance plans it has extant interested dare from the Private Judicatory firm Judgement which has announced an initial biggie of Rs 4. 5 crore. " We are one of the few manacles that will target on bottom of the heighten with 70 per cent of its capacity focused on fortuneless patients. There are two hospitals in Aluva and Cochin, Kerala that are functional and around 40 more will come up across India based on the meeting place and spoke model, " beams Rajiv Vasudevan, Founder and CEO, AyurVaid. AyurVaid plans to direction Shrewdness investments to expand its footprint and frontiersman the spread of a low - cost healthcare delivery system that focuses on defence and curing care, seeing an preference to the highly capital intensified and salutary system someday used to treat chronic ailments. Judgement ' s initial correction undertaking will substructure AyurVaid ' s plan to unlocked six more hospitals across the country in the beside 12 months, including two ' AyurVaid Seva ' ( AV - Seva ) hospitals that would exclusively limelight on low income crowd ( Piece ) patients. AyurVaid has set itself the use of 60 per cent of its pole capacity for patients from the middle and lower socio - economic classes. " AyurVaid ' s healthcare delivery model for chronic illnesses can be positioned across the profit spectrum ranging from Classical patients to aerial - stump patients from India and abroad, permitting a applicable and profitable craft model, " believes Vasudevan.

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Sprouting Drivers Private Compensation firm Cleverness has invested Rs 4. 5 crore in AyurVaid for its pan - India expansion plans The reasons for thus divers groups flooding for ayurvedic healthcare are manifold. The extension drivers for this industry are not lone the yawning gap of demand supply but the rising incidences of chronic diseases. The PWC Study for Apple Economic Forum ' s ' Working towards Wellness ' scheme highlights that deaths from chronic diseases will register a sharp increase from 3. 78 million in 1990 to 7. 63 million in 2020 accounting for 66. 7 per cent of all deaths. Chronic diseases would be the quantity one killer in India. " The current fleshing out ratio of Ayurveda can be attributed towards lifestyle related disorders solitary, other disorders will obviously increase the count in the looked toward, " says Dr Sane, who solely bull's eye on cardiac diseases.

The ayurvedic healthcare providers look this seeing a huge time to grow because currently there is no cure available for such ailments whereas far being conventional medicine starch. Agrees Vasudeven, " Latest healthcare delivery system has done a huge work in diagnosis and cure of most illnesses. But chronic sickness is one area where its advantages colourless in comparison to general systems undifferentiated Ayurveda. By infusing current medical practices we are creating a reliable and replicable system akin to allopathy which will make Ayurveda the choice of millions with chronic illnesses over the neighboring decade. " The second cause for possibility medicine to flourish is the paragon shift of healthcare from restorative care to precaution care. It is in this segment that systems jibing Ayurveda score flourishing. The ' wellness trend ' is also gaining arm in the healthcare, firstly being of the new aged wholesome - informed consumer who is becoming health - conscious. Secondly due to aggrandizement and exceedingly - addition cost of high rise - end medical care, people are ready to concoct more future and energy in defence healthcare products and practices. " This is causing a rapid increase in the demand for rate more wellness products particularly the nutritional supplements ( both in India and abroad ). In India, lifestyle disease is even now the prime killer mainly in cardiovascular disease and diabetes. So, healthcare is becoming costly and Indians are taking to wellness and defence healthcare practices in droves, " agrees Ashutosh Garg, Chairman and Managing Director, Guardian Lifecare.

Work Models Since the healthcare Ayurveda marketplace is presently at embryonic stage, the groups are experimenting with partly all kinds of models for expansion. Be it the headquarters and spoke model or joint ventures, tie - ups or franchisees—all the expansion routes are on the radar, depending on the target meeting.

AyurVaid Hospitals will be establishing buttoned up the heart and spoke model, unyielding to spread consummate cattle call due to possible. " We reliable opened a hospital in Bangalore and within a few months will be establishing a hospital in the venue of Mumbai. The demand for such healthcare is huge with a crowd of 18 million people and not a single Ayurvedic hospital available. And so, we are confident that we would forge ahead hearty, " informs Vasudevan. Since it is targeting the middle and lower - income groups by offering subsidised healthcare, the Company has decision-making up with leading insurance players to make the model economically sustainable by generating volumes. AyurVaid Hospitals is validated by 12 of India ' s leading medical insurance service providers facilitating cashless Ayurveda medical management, subject to the terms of the underlying insurance policy. " In tying up with leading insurance players and standardising a low - cost and crotchety - souvenir model, it is a pioneering a way to bring affordable services to low income communities, developing both the quality and the accessibility of treatment available " says Cleverness Long green Country Director Varun Sahni.

Language about tie - ups, leading Ayurveda healthcare services provider, Kerala Ayurveda is looking for expansion washed-up a multi - pronged strategics. The tie - up with MCC is to target upmarket consumers. " Our current core is mammoth urban centres. The franchised clinic model has a possible for deeper penetration we own Dehradun and Vadodra on our doodle. The need for wellness is universal. Wellness naturally has a right staunch resonance. Our delivery skills at a local level are formidable. We will not be limited by geography - reasonably, we will be led by consumer pull. The description of our market is in imperforate consumer extent. Wellness naturally can be within driving distance of 250 million consumers within five senescence. The products intent will make us ubiquitous, " reveals Mehta. As for Madhavbaug Group which has plans to open new centres all across Maharashtra and nearby states like Goa, it will expand on a stand - alone basis as well by the franchisee model. " Initial investment for opening a clinic is around five lakh ( if the space is rental and not owned ), " informs Dr Sane.

The companies also plan to increase their reach by complementing instead of competing with the allopathic doctors. It is the concept of integrated medicine that is catching up. " We heal patients referred to by hospitals, and it helps the hospitals to reduce their occupancy time, " informs Dr Issac Mathai, Founder, Soukya, a holistic centre in Bangalore. They receive patients from Manipal Hospital, HOSMAT Hospital, MS Ramaiah Hospital and NIMHANS, Bangalore.

Re - Branding Whilst the opportunity is immense so are the challenges. The number one challenge this traditional healthcare system is facing is its brand value. Most people still associate Ayurveda with rejuvenation and relaxation instead of a preferred module for hardcore ' treatment ' option. " As Ayurveda is marketed as a preventive therapy by the wellness industry, people hardly know that it has got a great power to cure. The doctor themselves have hammered that it takes time to cure in case of Ayurveda. All these notions have been proven faulty at Madhavbaug, where a fatal disease like heart disease is treated in mere six days. We have been educating the masses how Ayurveda is helpful for the mankind in case of severe and chronic diseases, " reacts Dr Sane. This feeling is unanimously echoed by all the Ayurvedic treatment providers who still feel that because of the way it has been marketed by tourism and hospitality industry, people still find it hard to believe that Ayurveda can be a first line treatment option. " It is the number one challenge the industry is facing. Because spas and wellness resorts are just a part of Ayurveda. It has to move beyond being a ' massage industry. ' Also even in North India, the perception is limited to ' jadi - bootiwalas ' and it is definitely beyond that. It is a matter of time that people would be aware of the curative powers of Ayurveda and who knows in the future that it may be a first line therapy treatment, " believes Vasudevan. Too ambitious we may think, but fast forward a few years and maybe it would indeed be a preferred healthcare modality and no more it would be a case of Allopathy V / s Ayurveda but indeed Allopath vis - a - vis Ayurveda. It ' s ultimately the ' new ' consumers who will decide the fate of the ' oldest ' form of medicine.

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