| Savvy marketing sees surge in alternative therapies | |
| Press Trust of India / New Delhi June 30, 2009, 13:32 IST | |
With the rise in the health problems under the category of lifestyle diseases, the alternate systems of medicines like ayurveda, homeopathy have witnessed impressive growth over the years with time-tested methodologies and marketing techniques.
India's expertise in traditional treatments such as homeopathy, naturopathy, ayurveda and unani are becoming increasingly popular as these have no side effects, according to industry chambers.
"The demand for Ayurvedic medicines has increased in the last five years to more than Rs 3,000 crore, as they have started marketing their products in a better manner and also conducted scientific trials to prove the permanent cure of some diseases" says Anoop Misra, Department of Diabetes and Metabolism, Fortis Group of Hospitals.
However, he adds, there is no alternative to allopathy as far as the emergency and cardiac medicines are concerned.
According to the World Health Organisation, more than one billion people use herbal medicines and in India more than 65 per cent people living in the rural areas use Ayurveda and medical plants to meet their primary health care needs.
India has over 7.5 million qualified doctors, who, according to Assocham, charge 'reasonable professional fees'. There are over 400,000 registered homoeopaths in the country currently, with approximately 13,000 more being added every year.
Amrit Kalsi, Senior Medical Officer, Delhi Government, says, "The demand for homeopathic and ayurvedic medicines has increased in the last few years and to cure chronic ailments such as respiratory diseases, fevers, skin diseases, viral infections, asthma and allergic disorders, people are choosing the traditional way of treatment before allopathic."
There were 28 homoeopathic dispensaries in Delhi in 1978 and the number now has gone up to 78. The number of patients taking homeopathic medicines has increased from around 800,000 patients in 1997 to 13,62,174 patients in 2006, she adds.
"Ayurveda is certainly gaining ground. People suffering from acute or chronic ailments, either go for strong pills or ayurveda. For a disease like cancer, after some of point of time, people lose hope and then go for options like ayurveda or homeopathy," Misra says.
An industry report say that by 2010, domestic homeopathy market is expected to more than double and touch the Rs 26 billion (Rs 2600 crore) size. It would continue to grow at between 25-30 per cent against 13-15 per cent of pharmaceuticals industry as users of homeopathy are multiplying not only in India but also throughout the world.
"The demand for Ayurvedic medicine has also gradually improved for the rising number of lifestyle diseases like stress, migraine, asthma, obesity. But in cases like surgeries or emergency operations, there is no alternative," says Misra.
"Government spends only three per cent of the total health budget on all alternative system of medical therapies including Ayurveda. Even if half of the share spent on mainstream treatment, is being given to Ayurveda, then with research and scientific trials it can complement allopathic treatment in equal manner", says social activist Swami Agnivesh.
Private hospitals have become very expensive and with the news of duplicate medicines and their side effects, Ayurveda is a safer option, he adds.
The health ministry recently has decided to develop agricultural clusters for cultivation of medicinal herbs and expected to increase the export potential in herbal medicine sector up to Rs 1,000 crore annually.
However, some reports suggest that the global economic meltdown has also affected the ayurveda spa business and taken its toll on tourist arrivals across Kerala and the sector is foreseeing at least a 30-40 per cent dip in income this monsoon season.
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