In a bid to promote Ayurveda treatments beyond Kerala, the Ministry of Tourism, Government of India, in collaboration with the Ayurveda Promotion Society, recently organized a marketing meet titled “Ayurveda Calling” on October 8, 2024, at E-Hotels, Royapettah, Chennai.
The event saw the participation of 40 leading Ayurveda service providers from Kerala. The main objective of the meet was to raise awareness among agents and the general public about insurance coverage for Ayurveda treatments, aiming to attract more patients from across India to Kerala for authentic Ayurveda treatments. Despite a potential decline in international tourist arrivals due to the ongoing situation in Central East Asia, the influx of domestic tourists is expected to bolster the Ayurveda sector in Kerala.
Following the success of the Chennai event, similar marketing meets are planned for Bengaluru, Hyderabad, and other metro cities in the coming months.
Mr. Venketeswaran, Regional Director – South, Ministry of Tourism, Government of India, expressed his satisfaction with the collaboration, stating, “India Tourism is pleased to partner with the Ayurveda Promotion Society to promote Ayurveda, our country’s age-old traditional treatment and wellness system, on both domestic and global platforms. Kerala Ayurveda offers authentic and traditional treatments with world-class accommodation, attracting both international and domestic tourists. NABH Accredited Ayurveda hospitals, managed in resort environments, are a significant asset for tourism and our country’s revenue. The Ministry is planning to organize more ‘Ayurveda Calling’ events in Indian cities and international markets. We’ve already confirmed similar programs in Hyderabad and Bengaluru in November and December, involving corporate participation. Discussions are underway to expand this initiative to international destinations as well.”
Mr. Sajeev K.V., President of the Ayurveda Promotion Society, highlighted the success of the first B2B and B2C meet, saying, “‘AYURVEDA CALLING’ in Chennai marked a new milestone for Kerala Ayurveda promotions. By reaching out to different cities, we’ve given business associates and the general public direct access to Kerala’s authentic Ayurveda service providers. It was a fantastic opportunity for sellers and buyers to interact, with over 100 business associates and 50 prominent personalities visiting the event.”
Notable participants included Somatheeram Ayurveda Group, Nattika Beach Resort, Kadappuram Beach Resort, Niramayam Heritage Ayurveda Hospital, Somatheeram by Dr. Polly Mathew; Sree Chithra Ayurveda Hospital, Atreya Ayurveda and Yoga Beach Retreat, Malika Ayurveda Beach Retreat, Healing Touch Pathanamthitta, Perumbayil Ayurveda Mana, and Anananda Ayurveda Cherai. The event saw continuous business interactions from 2 PM to 7:30 PM, concluding with a dinner. There were no formal inaugural speeches, keeping the focus on business.
Mr. Vijay D. Deo, Managing Director of Lhasa Ayurveda and Wellness Resort, Kochi, expressed his delight with the event, congratulating Mr. Sajeev Kurup and the Ayurveda Promotion Society team for their efforts in promoting traditional Indian medicine. “The buyers were enthusiastic, showing a strong interest in promoting Kerala’s authentic Ayurveda among their clients and corporates.”
Mr. Aji Alex, Managing Director of Healing Touch Ayurveda, Pathanamthitta, also praised the event, stating, “The Ayurveda Calling event in Chennai was meticulously organized, and everything went smoothly. We’re excited to meet again in Hyderabad in November for the next trade meet.”
The Ayurveda Promotion Society, after a brief hiatus, is back in action for the benefit of its members, with strong support from the Ministry of Tourism, Government of India.
