Ayurvedic healing centres catching on

Health tourism, especially relating to Ayurveda, may soon emerge as an identifiable segment of the tourism industry of Karnataka. Till now the virtual monopoly of states like Kerala, Karnataka too is joining the bandwagon.

Helping in this effort are the two wellness centres -"� Ayurvedagram and Ayurdhama. (They do not call themselves hospitals.)

The promise of a holistic treatment for various ailments using the ancient science of Ayurveda has ensured that many foreign tourists too are making a beeline for these places. Ayurvedagram was the first to set up a unit in Bangalore, following a trail blazed by Kerala.

The units promise to provide treatment for body purification, rejuvenation (includes old age care), stress management and obesity. Ayurdhama, whose patients have so far mostly been from the West, now wants to draw in more Indians.

While Ayurvedagram was set up by the Kerala Ayurveda Pharmacy, Alwaye, Kerala, Ayurdhama was set up by Kodandaram Ramaiah, son of the late M S Ramaiah who founded the M S Ramaiah Medical College. The units stand out from other 'wellness centres' in that they claim to use only Ayurveda, the science pioneered by Charaka and Sushruta, as the mode of treatment.

"Women are the biggest patrons of our wellness centre," said Ramaiah. "They come here after failing to find solace in Allopathy." While most come seeking treatment for back problems and joint pains, many come with stress-related disorders, said Dr Jayarajan, chief medical officer of Ayurvedagram. "Most people who come here are the greying population."

Among the tourists who patronise these places, the biggest number is from Germany. While the units use traditional marketing channels in Germany and other places to attract patients, word of mouth is the strongest marketing tool for both.

Both the centres concentrate on curative and rejuvenative treatments. There is no dearth of foreign tourists wanting to take these treatments.

"Preventive care is given great importance by Westerners and this is what brings many of the patients," added Dr Jayarajan.

The treatments provided at the centres don't come cheap, as far as Indians are concerned. "But," says Ramaiah, "still they are 30-40 per cent cheaper than that provided in many such centres in Kerala."

At Ayurvedagram the accommodations come in classic, heritage and heritage suite. They further have single or double accommodation. The packages come for seven, 14 or 21 days.

For body purification or Panchakarma, a seven-day package with accommodation in a 'Classic' single room is Rs 41,900 or Rs 74,000 for a couple. The high-end Heritage Suite is Rs 63,400 for single rooms and Rs 99,100 for double rooms.

For the 21-day package, it is Rs 1,13,000 for single accommodation in Classic and Rs 1,97,200 for double accommodation. In the heritage suite, a 21-day package with single accommodation is Rs 1,77,000 and for double Rs 2,72,550.

At Ayurdhama too the rates are similar. It could cost anywhere between Rs 3,000 and Rs 4,500 a day or even more for the treatments. The duration of the treatment is of course decided by the doctor, depending on ailments of the patient. For Westerners, the tariff rates are Euro or dollar equivalents of the amounts.

"They could be higher, depending upon the treatment prescribed by the doctor," said RoyghatakX, general manager, Ayurdhama. But, these tariffs are very 'competitive', he insisted.