Arya Vaidya Sala plans to expand market

Kottakkal, Kerala, May 22: KERALA’S famed ayurvedic centre, Kottakal Arya Vaidya Sala, plans to expand its marketing services by opening more branches across the country to directly sell its products.

“We are conducting a market study across the country to open more branches,” K Vijayan Varrier, the Kottakal-based centre’s manager (administration) said pointing to the rising demand for ayurvedic medicines.

He, however, did not divulge details of the proposed investment as the study was still at an initial stage.

At present, the Kottakkal Arya Vaidya Sala, one of the pioneers to institutionalise the ancient science of medicine, has 16 branches, 24 depots and 800 authorised agents selling ayurvedic preparations.

“But we are not satisfied with this structure and are trying to strengthen this sector,” varrier said adding that growing popularity of this traditional system of medicine required a good marketing network and improved facilities.

Founded in 1902, the Arya Vaidya Sala recorded a turnover of Rs 80 crore in 2000-01, up from Rs 75 crore in 1999-2000.
The sale of medicinal preparations from its two manufacturing units in Kottakkal accounted for Rs 30 crore, while the hospital here generated a profit of Rs 3 crore.

The centre’s second hospital commenced its operations in Delhi earlier this year and they hoped to complement the Kottakkal hospital in the north, Mr Varrier said.

The centre also had authorised agencies in Malaysia and Singapore to cope with the increasing demand in the region.
Though herbs used in the ayurvedic preparations are procured from all over the country through a string of suppliers, this was insufficient to meet the demand, Mr Varrier said.

The centre also had over 200 acres of estates in the surrounding western ghats, housing herbal gardens boasting of some rare species, he said, adding, however, this could only supply a limited amount to the two manufacturing units. With rapid deforestation adding to the woe, the need for alternative sources for raw medicines was being felt, he said adding that the centre had started a scheme in collaboration with local farmers to set up herbal gardens. “We are encouraging farmers as well as local people to grow these herbs in their farms as well their backyards,” Mr Varrier said adding that a buy-back scheme had been devised, wherein the centre supplied plants and seeds free of cost and bought back the raw herbs.

Training is also provided to the farmers and the local people in this aspect, he said adding that the response was very positive. (PTI)