Monsoon no longer off-season for Kerala

Kerala is not only 'God's own country', but is now also the land of Ayurveda especially until the middle of August.

Tourism in Kerala has got a different dimension during the monsoon season which was hitherto neglected as offseason. But now business is flourishing for tourism thanks to the ayurvedic treatment. This year the season has been a boon to the tourism sector and business.

In Malayalam era Karkidakam is the month of treatment and now-a-days it has become a passion of the people in and outside Kerala. Ayurvedic resorts and hospitals sport 'housefull' signs for the special Panchakarma treatment which includes uzhichil, pizhichil, dhara, kizhi and special vegetarian food. The food habit is similar to that of 'Sathwik Bhojan' in North India.

Panchakarma treatment has different packages from three days to 21 days according to need of the customer and the cost varies from Rs 5,000-25,000 and more for the various speciality treatments.

Normally in Kerala tourist season ends by April when the monsoons begin. But for the last few years, tourists have pouring into Kerala from abroad for ayurvedic treatment. It is well known that the treatment during the month of Karkidakam is effective for many of the ailments.

In the organised sector of ayurveda treatment the turnover is around Rs 400-500 crore annually and 40 per cent of this comes during the monsoon season, say ayurvedic doctors here.

Incidentally, even health department of the state is does not have a data on the treatment centers and its functioning and there is no control over the working of these centres. Unorganised sector is bigger than the organised sector and there is no official record of their treatment facilities of this sector.

Most of the massage parlours in major cities of Kerala are being run under the cover of ayurveda treatment centres and girls are employed for attracting customers.

Panchakarma treatment should be done under the supervision of qualified ayurvedic medical practioners and only by trained persons. But most of the centres are devoid of these services but work only with a business motive.

In recent years this trend had demolished the credibility of ayurveda abroad which is one of the USPs of tourism in Kerala. In most of the tourist centres there are ayurveda massage centres which are not run by qualified persons.

'Karkidaka Kanji' is another flourishing business during this month which is a special food prepared with ayurveda medicines.

Traditionally, the medicinal plants were picked up from country yards and were cooked with special rice to prepare the rice porridge. Over the last few years, medicines and rice have been specially processed and packed for convenience.

Most of the ayurveda companies have marketed the Karkidaka Kanji koottu and aound 100 brands are available in the market. There is good market for these packets and almost all pharmacies sell the special kit of kanji koottu.

A pharmacist in Kochi said that 150-200 packets are being sold every day. Each packet contains medicines and rice which can be used for three days to one week for a small family of three to four. Price varies from Rs 65-150 according to quantity.

Along with major ayurveda houses in the organised and traditional practitioners have also introduced the product this time.

Interestingly, the number of medicines also vary from 12 To 36. Some hotels also have karkidaka kanji and home delivery has also started in this seaon. Karkidakam has become a gift of God for ayurveda companies though the traditional belief is that it is a month of famine.