Kerala as unregulated Ayurveda destination causing concern

In a world of fast foods, fast cars and oxygen bars, life is a far cry from good old nature.

So when contemporary lifestyle takes its toll on you, journey to Kerala for Ayurvedic treatment, says Kerala Tourism, promoting the state as the mecca of the oldest and most holistic health system.

Clearly not amused are the traditional Ayurveda practioners in Kerala, who believe the classical approach of this ancient science, believed to be over 4,000 years old, was getting diluted by this way of promotion.

More Ayurvedic massage parlours are mushrooming in the state and there are no regulations to ensure that Ayurveda was not being misused, Ayurvedic physicians say.

There should be clear-cut classifications for Ayurvedic centres such as hospitals, resorts and hotels, Dr K Anil Kumar, managing director of Kerala Ayurvedic Pharmacy Ltd (KAPL) said.

Rejuvenation and curative aspects of Ayurveda should be separate and only hospitals should be allowed to provide curative treatment, he said.

"Tourism has harmed Ayurveda to some extent as the state is now being projected as a destination for Ayurvedic massage," according to Dr N Satish Kumar, managing partner of the 73-year-old Dhanwantri Vaidyashala, Thodupuzha in Idukki district.

Demanding stringent rules and licensing, Ayurveda physicians say it is time for the state to implement such regulations otherwise Kerala would go the Thailand way, where sex tourism was a blooming business.