A STUDY ON BRAND AWARENESS OF AYURVEDIC

PRODUCTS AND SERVICES WITH SPECIAL

REFERENCE TO SITARAM AYURVEDA PHARMACY

PRIVATE LIMITED THRISSUR

Submitted to the university of Calicut

in partial fulfilment of the requirement

for the award of the degree of

Master of Commerce

BY

RESHMA.M.RAJAN

Reg. No. VCAKMCM005

UNDER THE GUIDANCE OF

Dr.RAJANI.V

ASSISSTANT PROFESSOR

SREEVIVEKANANDA COLLEGE,

KUNNAMKULAM

PG Department of Commerce

SREE VIVEKANANDA COLLEGE

KIZHOOR,KUNNAMKULAM, THRISSUR

MARCH 2012

SREE VIVEKANANDA COLLEGE

UNIVERSITY OF CALICUT

KUNNAMKULAM, THRISSUR

2011-2012

Dr. Rajani PG Departement of Commerce

Assisstant professor SREE VIVEKANANDA COLLEGE

kizhoor, Kunnamkulam

THRISSUR ,PIN 680523

PHONE:04885 222477

CERTIFICATE

This is to certify that the project work entitled A STUDY ON

BRAND AWARENESS WITH SPECIAL REFERENCE OF

SITARAM AYURVEDA PHARMACY PRIVATE LIMITED

THRISSUR by RESHMA.M.RAJAN has prepared this project report

on and is done under my supervision for the partial fulfillment of the

requirement .For the award of the degree of Master of Commerce of the

University of Calicut, is a record of bonafide research work carried out by

her, under my supervision and guidance. The thesis has not been

submitted earlier, to any institution or University for the award of any

degree, diploma, associateship, fellowship or other similar title.

DR.RAJANI.V

ASSISSTANT PROFESSOR

SREE VIVEKANANDA COLLEGE,

KUNNAMKULAM

Place : Thrissur

Date :

DECLARATION

I,RESHMA.M.RAJAN hereby declare that the project report entitled

A STUDY ON BRAND AWARENESS OF PRODUCTS AND

SERVICES WITH SPECIAL REFERENCE TO SITARAM

AYURVEDA PHARMACY PRIVATE LIMITED THRISSUR

submitted in partial fulfilment of the requirement for the award of the

Masters Degree in Commerce to the University of Calicut under the

supervision and guidance of Dr.RAJANI.V, is a record of bonafide

research work has not been previously formed the basis for the award of

any degree, diploma, article ship, associateship, fellowship or any other

similar title of recognition.

Place : RESHMA.M.RAJAN

Date :

:

ACKNOWLEDGEMENT

This project report for the partial fulfilment of the requirement for the

award of degree of Master of Commerce has been made possible through

the direct and indirect co-operation of various persons. It gives me

immense pleasure to mention the names of those people who made my

work possible. After all, the success is the epitome of not only hard work,

surveillance, zeal, stead fast determination, but also encouraging guidance.

So with immense gratitude, I acknowledge all those whose guidance and

encouragement served as a beacon light and crowned my efforts with

success.

First of all, I sincerely express my deep gratitude to my

respectedproject guide,Dr.RAJANI.V,AssisstantProfessor, Sree

Vivekananda College, Thrissur. For giving me valuable suggestions,

guidance, support and advice throughout the execution of the project. I

am also greatful to V.AJITH KUMAR, Principal , Sree Vivekanada

College,for his advice and encouragement in conducting the present

study.It gives me pleasure to express my heartfelt gratitude to Mrs.

Sujatha.M, Head of the Department, PG Department of Commerce,

Kizhoor,Kunnamkulam, for her sincere co-operation and valuable

contribution.

I would like to express my profound sense of gratitude to Ms. Sandya

Sathish, Assisting Marketing Manager, SITARAM AYURVEDA

PHARMACY LTD Thrissur, for giving me the support and directions

throughout the study.

I extend my sincere thanks to all the faculty members, non-teaching

staff of Sree vivekanada college, for the support and the encouragement

extended to me.

I also express my deep gratitude towards my family and friends, without

their co-operation and support: this project would not have been possible.

Above all I thank the Almighty God whose blessings have been upon me

to complete this study successfully.

Place: RESHMA.M.RAJAN

Date:

CONTENTS

LIST OF TABLES

LIST OF FIGURES

CHAPTERS TITLE PAGE

NUMBER

INTRODUCTION

CHAPTER II REVIEW OF LITERATURE

CHAPTER III

INDUSTRY PROFILE

CHAPTER I V DATA ANALYSIS AND

INTERPRETATION

CHAPTER V

BIBLOGRAPHY

APPENDIX

List of Tables

SL NO. Title

Page

No.

4.1 Age wise Classification

4.2 Area wise Classification

4.3 Marital Status

4.4 Educational Qualification wise Classification of

Respondents

4.5 Occupation wise Classification of Respondents

4.6 Income wise Classification of Respondents

4.7 Usage Pattern

4.8 Reasons for choosing Product\Services

4.9 Source of Inspiration

4.10 Type of products\services

4.11 Periodicity of purchases

4.12 Periodicity of usage

4.13 Factors influencing Sitaram Ayurvedic

Products\Services

4.14 Opinion regarding Sitaram products\Services

4.15 Risk\Problem connected with availability of

LIST OF FIGURES

Figure

No:

Title Page

No:

4.1 Age wise Classification

4.2 Area wise Classification

4.3 Marital Status

4.4 Educational Qualification wise Classification of Respondents

4.5 Occupation wise Classification of Respondents

4.6 Income wise Classification of Respondents

Products\Services

4.16 Promotional measures

4.17 Perception of Customers about Brand Awareness and

its Effectiveness

CHAPTER-1

INTRODUCTION

INTRODUCTION

In todays rapidly changing business environment, organisations are

concerned about competition, the quality of their products and services

and operating more efficiency. All the products are competing each other

to make a name of them. Each and every brand is thriving hard to create

an excellent brand name and to get a position in the minds of the

customer. Brand awareness is when people recognize your brand as

yours. This is for what all the players in the market are competing for.

Organisations marketing department seeks to attract the consumers or

customers by differentiating and marketing their product or services.

Especially in the current intense global competition and technological

advancement era the marketing department now more and more using

branding as one of their marketing and sales methods. The marketing

department of the organisation must have enough awareness about all

products and services branding concept and that they are only

implementing branding process. A successful product and service brand

needs to convey the expectation or promise that is distinctively

associated with the product and service.

As in this complex and dynamic markets, real branding and its effective

implementation requires combination of marketing strategies, includes

price, distribution, advertisement, sponsorship, price deals on building

the consumer perception about the brand awareness.

Brand image has a key role in the marketing of product and services.

Image and purchase decision are positively correlated, in the sense that

customer make decision before purchasing a product, there by achieving

expected satisfaction. Marinating brand image create brand loyalty,

awareness, perceived quality, strong brand association and other such as

patents, trademark and relationships. Brand stems greater confidence in

the mind of consumer than that of its competitors product and service.

This confidence translates into consumer awareness, loyalty and their

willingness to pay a premium price for the brand. Brand awareness and

brand image to be ascendant to brand satisfaction and brand trust. Both

brand satisfaction and brand trust require brand knowledge, unless a

consumer has a representation of the brand in memory including

awareness and positive image that wants to satisfy by the brand or the

trust of the brand.

Brand awareness create a sense of recognize and recalling ability in the

mind of potential customer. This tends to increase the purchase intensity

thereby increase the brand profitability. Strengthening of the brand

awareness results in the high competitive position, make sense of

familiarity and recall the brand at a key time of purchasing process.

Purchasing power of the customer can measure the brand awareness

through brand recognition, brand recall, top-of-mind and dominant

brand. At the purchasing time or before it the consumer must possess

brand knowledge and brand opinion. At the same time association about

the brand such as feelings, thoughts, perception, image, experience,

beliefs and attitude must be equally possessed.

The consumers ability to confirm prior exposure to the brand and the

ability to retrieve the brand when given the brand name as a cue from

among the brand category, this reflects the consumer ability of

recognition and recall of the brand for which they are loyal for

psychological satisfaction of the customer play a tremendous role in

create a fully pledged brand in the mindset of customers, which helps in

creating brand profitability. In short , brand awareness is the utmost step

in creating brand equity which in turn reflects in the brand loyalty

towards particular product\ services.

As in present economy the need for Ayurveda treatment shows a

tremendous growth rather than that of allopathic treatment. There arises a

new scope for the Ayurveda industry to capture the major shares of the

market and thereby adopting innovative and advanced strategies by the

marketing department for increasing the brand awareness, brand equity

and brand loyalty. The brand awareness has got a major role in the

Ayurveda industry. As Ayurvedic treatment flows right from the ancient

times its important in the economy. The customers usually prefer the

well known brands when they are in search of an Ayurveda medicine. To

attain the inner urge of customers the company must conduct detailed

study about the market condition prevailing in the economy.

Brand awareness is vitally important for all brands, branding provides

differentiation in recognition and recalling the product and service.

Repeat purchase of the customer ultimately leads to value reinforcement

Inculcating relationship with customers is based on intentions of

cultivating the long term customer loyalty. The purpose is to get the

customer to become committed to a given service provider. As the

ayurvedic treatment has brought a tremendous change or improvements

in the tourism industry leads to economic growth there by capturing the

market share. Cultivating base of customer awareness makes eminent

sense on account of its implications on cost and revenue of the firm.

Some brands develop customer awareness and commitment on the

strength of their ability to deliver superior functional benefits.

The study helps to get an idea of where the brand is positioned at present

and to evaluate the awareness level of Ayurvedic products\services

offered by Sitaram.

Objectives

The present study entitled A STUDY ON BRAND AWARENESS OF

AYURVEDIC PRODUCTS AND SERVICES WITH SPECIALREFERENCE TO

SITARAM AYURVEDA PHARMACYPRIVATE LIMITED THRISSUR is

undertaken with the following specific objectives

To evaluate the brand awareness of ayurvedic products and services

with special reference to SITARAM AYURVEDA Pharmacy Private

Limited Thrissur

To assess the role os SitaramM products\service __________ brand

loyalty and related benefits.

Methodology

Period of study

The duration of the project work is 3 weeks.

Data Collection

Both primary and secondary data were collected and used for the study.

Primary data were collected from 50 customers of using

products\services of Sitaram limited. With the help of a questionnaire

secondary data were collected from books, journals, website, etc

Sample Design

Sample of 50 customers using Ayurvedic products\services of Sitaram

limited were selected from urban, semi-urban and rural areas of Thrissur,

District by apply by judgment sampling method.

Tools used for analysis

Keeping in view of the objectives of the present study, collected data

were analysed with the help of percentage analysis and weighted average

or score.

Limitations of the study

The analysis of the present study manily depends upon the personal

view of the customers ans as such an element of subjectivity cannot be

reflect out, inspite of the earnest effort to overcome this limitations. Time

and resource for conducting the study were also limilted.

Chapter Schemes

Project report is presented in five chapter-

Chapter I Introduction

Chapter II Review of literature

A. Review of Literature

B. Theoretical Framework of study

I. Concept of brand, importance and other related

concepts.

II. Ayurveda- History and Recent trends

a. Global Scenario

b. Indian Scenario

c. Kerala

Chapter III Industry Profile

Chapter IV Data Analysis and Interpretation

Chapter V Summary of Findings, Suggestion and Conclusion

CHAPTER-2

REVIEW OF LITERATURE

A. Review of Literature

A review of theoretical and empirical literature pertaing to the topic

of the study is an integral part of any research work. Hence, an

attempt has been made in this chapter to present a review of various

studies related to Brand Awareness.

Aaker1 in his study,Brand Equity Investment really Worthwhile

showed that recognition and recall is the inner urge that created in the

consumer mind while they are loyal for a higher level brand. Brand

enhance the Measurement of brand recall and recognition

Aaker2 in his study ,Measuring Brand Equity across Product and

Markets, found about measuring brand equity comes across that,

strength of brands presence in the consumers mind about products and

services .As brand awareness is an asset that can be inordinately durable

and thus sustainable.

Blumenthal and Bergstrom3 Brand Councils that Care: Towards the

Convergence of Branding and Corporate Social Responsibility in their

study , mentioned that both branding and corporate social responsibility

have crucial role uponthe organisation have recognized how these

strategies can add or detract from their value.

Cavero and Cedollada4 in their study the Brand Choice and Marketing

Strategy highlighted brand devotion signifies product fondness that user

wont think of supplementary brand when they acquire a manufactured

goods.

Chieng Fayrene Y.L and Goi Chai Lee5 in their study named

Customer- Based Brand Loyalty suggested that customer based brand

equity which based to the consumer response to a brand name.

Recognition and recall of successful brand provide competitive brand

that are critical to the success of company.

Hoffler and keller6, Building Brand equity through Corporate

Societal Marketing identified intensity and width as measures of

recognizing a thereby creating the brand awareness in the mindset of

consumers.

Kambiz Heidarzadeh Hanzaee and Hamid Saeedi7 conducted a study on.

A Model of Destination Branding for Isfahan city revealed that it aims

to develop and test a theoretical model of destination branding, which

integrates the concepts of the branding and destination image.

Kan8 signifies in his The Study of Relation between Product Value,

Brand Trust, Brand Affect and Brand Loyalty that the consumer must

have encouraging feelings as well as complete pleasure towards brand

and they will create purchase purpose and give supremacy brand loyalty

which further enhances brand profitability.

Keller9 in the study of The Effects of Brand Name Suggestiveness on

advertising Recall, brand awareness was an informational nodes linker

to the memory of the consumer that creates a meaning of brand.

Keller10

Strategic Brand Management explained the consumers ability

to recall and recognize the brand under different conditions and to link

the brand name, logo, symbol, and so as forth to creation brand

association in memory.

Klooster11

revealed in his study Exploring Destination Brand

Communities described that intense global competition in the tourism

industry forces destinations to develop strong, unique, and competitive

destination brands. This has disproportionate effect on peoples

perceptions of the country as a whole, so branding is the best solution for

tourist destinations.

Kotler and Armstrong12. Principles of Marketing, invested that

branding today is used to create emotional attachment to product and

companies.

Kotler and Keller13

in their study Marketing Management, relater with

brand association contributed that brand association consists of all the

brand-related thoughts, feelings, perceptions, images, experiences,

beliefs, attitudes and is anything linked in memory to a brand.

Macdonald and Sharp14

invented in their Brand Awareness Effects on

Consumer Decision Making for a Common, Repeat Purchase Product,

that the increase of buyer awareness has made want to made buyers want

to pay for their recognizable and constructive brand. Thus, it is important

for businesses to create attraction in their brands to be in better position

than their competitors. This is evident that the consumers disseminate

and always willing to acquire a product, so here the brand awareness is

always a vital factor to manipulate the buying decisions and purchase

intentions.

Nazia Yaseen, Mariam Tahira, Amir Gulzar and Ayesha Anwar15

, in

their study Impact of Brand Awareness , Perceived Quality and

Customer Loyalty on Brand Profitability and Purchase Intention

conducted to investigated the mediating role of purchase intention on the

relationship of brand awareness and profitability, perceived quality and

profitability and brand loyalty and profitability.

Neal and Strauss16

. A Frame Work for Measuring and Managing Brand

Equityinvented that the primary sources of competitive advantage and

future earnings of any business are intangible includes its base of loyal

customers brands, symbols and slogans, which also includes the brands

underlying image personality, identity, attitudes, familiarity, association

and name awareness.

Parasuraman and Grewal17

The Impact of Technology on the Quality

Value-Loyalty chainsuggested that the added optimistic retailer contract

observations are, the powerful buyer fidelity is.

Pike18

in his study aboutDestination Marketing Organisation, stated

tourism destination branding suggest that most tourism activities take

place at a particular destination, therefore the destination itself forms a

pillar of any modeling that is done for the tourism system.

Subhani and Amber Osman19

, A Study on Association between Brand

Awareness and Consumer Brand Loyalty, which focuses on empirical

studing the relationship of brand awareness on brand loyalty, which

constitute the success of brand.

Thakor and Kohil20

Effect of Brand Origin Perceived Association on

consumer Perceptions of Quality, stated in their study that less concern

to be given to the place where brands manufacture their products, and

more to the place where people perceives the brands country of origin to

be.

Veryzer and Hutchinson21

, in their study The Influence of Unity and

Prototypicality on Aesthetic Responses to New Product Designs argues

that typical brands are recalled faster than that of atypical brands

From the review of earlier study summarised above it can be concluded

that the most of the studies are related to the role of brand, brand loyalty,

general aspects of branding etc.. Studies pertaining to brand awareness

of ayurvedic products\services are very few in number and has been

undertaken.

B. Theoretical Framework of study

Marketing department of the organisation must be dynamic enough to

switch according to the day-to-day technological advancement,

increasing competition, establishing market share and satisfying the

customer needs and preference. Strategy as well tactics will enable an

organisation to higher its brand and maintain loyalty in the minds of

customers. The implemented strategy must be powerful enough to focus

on multiple brands, multiple products and multiple markets .In short

creating brand value is becoming the drive of strategy.

Marketing department of the organisation play a vital role in the

performance of several valuable function, to create or increase the brand

among the customers. The customer must be overwhelmed with the

marketing strategies of the particular brand for which are aware and loyal

for. Proper evaluation and analysis must done while marketing a product

or services, which create value in the customers. Creating brand image

among consumers results in the repurchase of the brand, which also leads

to link a relationship between brand awareness and brand loyalty, which

constitute to the success of the brand.

A brand is a unique identity used to differentiate and identifies a product

in a meaningful and relevant way to group of consumers. The product is

the physical evidence of a brand that has specific features and attributes.

Brand success is measured by consumer loyalty which requires a

consistent delivery of the brand promise. Brand creates differentiated

image of product or services, which have unique and extraordinary

characteristics than that of competitors. Even though in the global

competitive marketplace the brand must face various challenges include

organisational challenges, the brand building program challenges and

brand identity and position challenges, at the same time the brand strive

to overcome such challenges. Also managing process, branding, sub-

branding, accessing the media, achieving brilliance, integrating the

communication and measuring the result all must be done in a timely

manner. By the proper analysis and execution functions of the marketing

department drives the brand concept in the mind of customers.

Brand perform as an economic function in the consumers mind ,the value

of the brand comes from its ability to gain an exclusive, positive and

prominent meaning in the mind of large number of potential or

prospective buyers. The essence of brand is to function as a recognized

symbol in order to facilitate choice and to gain time. Uniqueness of the

product and services, basically create perception in the mind of consumer

about the brand. A brand is a consistent group of characters, images, or

emotion that consumers recall, recognize or experience when they think

a specific symbol, product, service, organisation or location. A brand is

experienced in it entirely which means both emotions and rational

thoughts are involved. The core process of brand is to create meaning,

which includes positioning and core values.

Brand building process is of two parts- internal and external. Internal

process describes the relationship between the organisation and the

brand, with the internal objective being for the organisation o live its

brands. The external process is that concerned with relations between the

brand and the customer, with the external objective of creating value and

forming relationship with the customer.

Brand must possess various features, as brand must be clear and

memorable to recall and recognize in the future course of action. Brand

must be distinctive from the competitors. Brand product attributes

benefit usage quality. Also brand must create good image, must original

and not to be offensive. Brand with all these apt features can influence

the consumers in their buying decision and shapes the ownership

experience Consumers enjoying the benefits of a strong brand can avail a

trust and emotional attachment to product or services. In this case

premium price can also be recommended for the product or services with

strong brand.

Brand may be of different type according to the nature, usage

,preference, etc. of product or services provided by the concerned firm:-

Individual brand firm may decide upon a policy of adopting distinctive

brands for each of its product.

Family brand-firm with many lines of products and each line of product

is given a particular brand name.

Company brand-all the products of a company have the name of the

company as a brand name.

Combination brand-each product of the company has an individual brand

name but it also has the name of the company brand to indicate the

business house producing the product

Functions of brand for the consumer are identification in the sense that to

identify the sought-after products. Through identical repurchasing and

loyalty allows in practically savings of time and energy. Guarantee, to be

sure of finding the same quality of the product or service. Optimisation

to be sure of buying the best product in its category, the best performer

for a particular purpose, must be characterizsation to have confirmation

of the brands self-image or the image that present to others. Continuity

and satisfaction brought about thorough familiarity and intimacy with the

brand that have been consuming for years. Satisfaction linked to the

attractiveness of the brand, to its logo, to its communication. Ethical,

satisfaction linked to the responsible behavior of the brand in its

relationship towards society. The strategic research must go into the

development of the development of the brand. As its a time-consuming

and often critical task to handle, is the reason of branding.

Branding holds tremendous importance since many years; it is the key to

distinguish the goods and services from one to another. Customers

simply understand the brand to associate and reckon with easy

information like processing about the product purchasing and being

certain about the brand to build their trust with time, Branding grew a lot

as per modern concept its not merely for identification, but also

emotional attachments, a feeling of involvement, a sense o higher quality

and an aura of intangible qualities that surround the brand name, mark or

symbol. Branding issued to imprint a representational image of a product

or service into the mind of the customers. Branding must attract and keep

customers by promoting value, image, prestige or lifestyle. Also

communicate information minimise risk or increase trust, help identify or

recall key factors, differentiate from competition and facilitate

recommendations.

Selecting a consistent element mix to identify and distinguish it through

positive image building constitute branding. Branding conveys the

promise of a memorable experience that is uniquely associated with the

product or service it also serve to consolidate and reinforce the

recollection of experience of the brand. Branding accumulates benefits to

consumers to consumers in the form of utility and services. The recalling

and recognising capacity of the consumer about a brand and its attributes

for long period indicates a favorable reaction towards an element of the

marketing mix for the brand.

Core value of branding creates awareness association and loyalty in the

mindset of customers. Recalling and recognizing capacity of the

consumer about product and product category is perceived by the

product quality. Interactive communication of internal and external

consumers tends to identify the brand name and company name. Overall

the target consumer in the market must possess various internal urge to

acquire a product that creates brand awareness in the consumers mind

through branding.

Branding is now widely acknowledge as a potent tool for companies to

use their advantage in achieving competitive strengthens of the market,

as it generates value both for the producer and consumer. A strong

unique image is the essence of product positioning fir its ability to

differentiate a product or service from competitors to get into the

consumers mind, which simplifies information continuously.

Branding is perhaps the most powerful marketing weapon available to

contemporary product or services. Branding functions related to product

or service helps to reduce the choice, the consumers loyal to a brand

always stick to avail that particular product or service for a long time.

Branding conveys consistency across multiple outlets and through time.

Branding reduce the risk factor attached to decision making. Branding

facilitates precise segmentation and also signifies prestige. Branded

products indirectly denote the quality or standard of a product.

Branding provides various advantages, as brand is the heart of business,

which creates an identification of the product. Manufacturer has an

advantage of differentiating their product from that of the competitors.

Also company can possess goodwill and reputation. Reduction in

marketing expenses, control price of products, opportunity to introduce

new product due to increase demand for product. Consumers ensure

branding advantage but acquiring quality products at right time, at right

price, at right quantity and at the right place. Also standardised products

keep the customer away from all courses of malpractices. Distributors

benefits through the reduction in the selling efforts, business risk and

cost of distribution.

As the marketing function is to promote the brand of a particular product

or service. Branding process which concludes with the creation of brand

awareness in the consumers mind.

Achieving successful brand awareness means the brand must be well

know and is easily recognisable. Brand awareness is crucial task to

differentiate the companys product or services from other similar

product and competitors. Brand awareness creates potential customers

aware about the company and its products or services. The ultimate goal

of most business is to increase sales and income, for this purpose the

customer must aware of the brand.

Brand awareness refers to the strength of a brands presence in the

consumers mind. Brand awareness can provide a host of competitive

advantages fir the marketers. Brand awareness include sense of

familiarity of a brand, awareness can be a sign of presence, commitment

and substance. The salience of a brand decide, whether is recalled at a

key time in the purchasing process.

Brand awareness is the asset that can be inordinately durable and thus

sustainable. It may be extremely difficult to dislodge a brand that had

achieved a dominant awareness level. Brand awareness is vitally

important for all brands. Brand awareness is measured according to the

different ways in which consumers remember a brand, which may

include brand recognition, brand recall, top-of-mind and dominant brand.

Awareness as the customers ability to recall and recognize the brand as

reflected by their ability to identify the brand under different conditions

and to link the brand name, logo, symbol and so forth to certain

association in memory. Brand recognition related to consumers ability

to confirm prior exposure given to the brand a cue. It requires that

consumers can correctly discriminate the brand as have been previously

seen or heard. Brand recall relates to consumers aptitude to retrieve the

brand from memory given the product category which fulfills the needs

by category or a purchase or usage situation as a cue. Top-of-mind brand

is the brand name that first comes to the mind when a consumer is

presented with a name of product classification. Dominance in brand

name is the ultimate level of awareness. The challenges facing the

marketers are to build awareness and presence both economically and

efficiently.

Besides recognition and recall other higher levels of awareness, include

identify the brand knowledge a brand opinion. Brand knowledge is the

full set of brand awareness and brand association linked to the brand. For

well-known brands recall and recognition is one of the most important

attempt made from the part of customer. Recall and top-of-mind are

more sensitive and meaningful. Brand knowledge and brand opinion can

be used in part of enhance the measurement of brand recall; Brand

associations must precede conceptualisation of brand awareness. In order

to develop a set of association, the consumer must aware of the brand

Brand association consists of all brand-related thoughts, feelings,

perceptions, images, experiences, beliefs and anything linked in memory

about the brand. Brand awareness is categorized into two type product

associated and organisational association.

Product association includes functional attribute associations and non-

functional association. Functional attributes are the tangible features of a

product. While evaluating a brand, consumers link the performance of

the functional attributes to the brand. Performance is defined as a

consumers judgment about a brands fault free and longlasting physical

operation and flawlessness in the products physical construction. Non-

functional attributes includes intangible features that meet consumers

needs for social approval personal experience or self-esteem. In product

association consumer linked the social image, trustworthiness, perceived

value, differentiation and country of origin to a brand.

Social image limit the reference of the image dimension to the social

dimension, calling it social image as social image contribution more to

brand equity. Social image refer to as the consumers perception of the

esteem in which the consumers social group holds the brand. It includes

the attributions a consumer makes and a consumer thinks to make the

typical user of the brand. Value appeared in several brand equity, defined

as the perceived brand utility relative to its costs, assessed by the

consumer and based on simultaneous consideration of what is received

and what is given up to receive it. Consumer choice of brand depends on

a perceived balance, the price of the product and all utilities. A consumer

is willing to pay premium prices due to the higher brand equity. An

important attribute in assessing the strength of a brand is the

trustworthiness of a product. Trustworthiness refers to as the confidence

the consumer place in the firm and the firms communication and as to

whether the firms action according to consumers interest. Consumers

place high value in the brand that they trust. Brand provides benefits to

consumers by differentiating products, as they facilitate the processing

and retrieval of information. Distinctiveness is defined the degree to

which the consumers perceive that a brand is distinct from its

competitors. a brand can have a price premium if it is perceived as being

different from its competitors. Country of origin of brand must also be

considered in association of a product. This refers to as the place, region,

or country to which the brand is perceived to belong by its customers.

Country-of-origin is known to lead to associations in the minds of

consumers. The country of origin of a product is an extrinsic cue, which,

similar to brand name, is known to brand name, is known to influence

consumers perception. It refers to the country of origin of a firm or a

product or the country where the product is manufacture or assembled.

Organisation association, include corporate ability association which are

those associations related to companies expertise in producing and

delivering its output. And in case of corporate social responsibility

associations all the activities are perceived in respect of its societal

obligations.

Brand awareness, perceived quality and customer loyalty towards a

brand helps in increasing the purchase intention among the consumer

also increase bran profitability. Awareness has made buyers to pay for

their recognizable and constructive brand. Thus it is important for

business to create attraction in their brand to be in better position than

their competitors. Brand awareness is always a vital factor to manipulate

the buying decisions and purchase intention. Profitability performance

tends to have positive relationship with brand awareness. Profitability

performance is a monetary input of the brand in the mean of revenue.

The purchase decision is also influenced by the perceived quality which

is also an aspect of brand value that makes the consumers to pay for

certain product or services. Brand awareness and perceived quality is

necessary for the purchase of the brand, the loyalty is a guarantee for

purchase. Brand loyalty plays a vital role in purchase, re-purchase and

switching behavior. So all the three are significant for the purchase and

purchase intentions. The levels of brand loyalty increase the economic

value of brand as well as augment sales of a brand. Brand profitability

that upholds a product or services as the income that it attract, and are

used to make sure its stamina and growth to further better recognise how

this production profitability is affected. The outcomes of all these brand

awareness, perceived quality, brand loyalty and brand profitability the

further give emphasis to generate a plan to make purchase intention

which is basically a degree of preparation for generating a plan to

analysis on purchase intention of consumers ,basically become a path to

recognize the growth of sales in the brand.

Brand awareness creates a sense of promise in consumer mind, which

provoke them to increase their purchase intention. Consumers

confidence or trust in a loyal brand tends them to recognize and recall of

the brand at the time of purchase of the brand. The supreme power of

brand awareness tremendously helps in increasing the brand

profitability. Brand awareness is a positive cause which leads to brand

equity and brand loyalty.

I . Concept of brand, importance and other related concepts

Brand recognition of the company helps to develop public trust and

promotes the companys reputation as a credible and reliable position in

the market. For the success of brand, marketing strategies and sales

people are the important instrumental tool in branding. Unique and

creative brand can help to out from competitors and earn loyalty. For the

effective promotion of the brand one must analyse the objectives, vision,

mission, product and services, public, employees, service tactics,

etc...This is only a starting point and lot of strategic research must go

into the development of brand.

Understanding the importance of need for planning along with

specifications that increase awareness of the brand among the

consumers. Through the entire process of creating a brand, it is of utmost

importance to consider the brand awareness. Brand awareness is very

important, which play a major role in purchasing decision of the

consumers. The more aware the consumer about the brand, the more is

their willingness to pay for that brand. The planning and development of

brand awareness is to identify and understand the target customers,

creating a company name, logo and slogan, adding value through

packaging, location, services, special events, and advertising and after

sale follow-up and customer relations management. The challenges faced

by the organisation such as whether there exists potential customer to

brand, decline the power of willingness form the part of potential

customers for paying the brand that of less expensive alternatives. So in

this case promotional measures and actions must be introduce to increase

brand awareness.

Brand help s to stand apart from the crowd, when it comes to a bunch of

products offering the same services, it is the brand identify that helps to

steal the deal.. Brand help generate a credible business image. By using

the right kind of branding strategies business can generate a sense of

trust regarding their products or service among the customers. A credible

image can hugely help a business boost its sales conversion. For

instance, while buying goods not many users will think twice before

going for a transaction, but they will think twice when it comes to other

relatively unknown brands. Brand help promote business through word

of mouth. The team of usability experts will ensure that brand design

does not have any usability flews. After formulating a usable product

design based on the business requirements and end-user analysis team

conducts a final usability testing before the product is made live.

By this way there remains a continual updating of a brand awareness

strategy according to the dynamic environment. Also helps in

determining the awareness among the consumers to the prior changes

making in the brand. From this decide the need suggestion that might

help to increase the awareness and public recognition. Efficient and

effective execution of the change helps in increase the brand awareness,

without any change in the mind of consumers. Thereby the potential

consumers of the brand recognise the change and switch accordingly.

Truly successful brand awareness often takes time to develop. Firstly

effective awareness effort is required to develop. Then there is the time

required for the message to reach potential customer. Potential customers

react to the message differently, few respond early while most of them

take time to hear and respond later. Establishing customer loyalty takes

the moist time, as it requires external experience with the products or

services .All leads to the promotion of positive brand awareness. Brand

with reliable high quality, distinctive characteristics, attractive logo, fair

price etc create positive awareness. This in turn creates a good

impression in the mind of customers to influence the brand loyalty.

Along with positive awareness trust is another important facto achieved

through credibility.

Brand is one of the primary intangible assets of the business. Its financial

value can be measured directly by measuring the difference in price that

a customer is willing to pay for the branded product over a generic

equivalent, less the cost of marketing. Brand is so valuable, which want

to give the brand legal protection by turning it into a trademark. With

high brand awareness, an established brand name can be used a plat fo

the launching of new, but related products. By using the same brand

name, the organisation can cut the advertising cost, because the

consumer already knows what to expect from these branded products. At

the same time, these new brand extensions also increase and enhance

existing brand awareness. any new product released under the original

brand must conform to existing consumers expectation. Another way to

build on an established brand name is to establish a family of brand name

either to take advantage of marketing or to establish a different, but

related brand has high brand awareness. Also high brand awareness of a

well-conceived brand can even ignore language barriers.

Establishing positive brand awareness and trust creates an impression

about brand is of utmost importance. Consumer must be aware of the

product vale then only they can analyse the awareness of the brand. The

importance of consistency of message about the brand. The company

attempts to present a consistent message about the consumers are all

about the company. The impressions hope to make on consumers and

potential consumer which must be consistent across various mediums,

situations and promotional attempts.

As it promotional materials consistent slogans and taglines are published

through mediums, website and logo, to name a few. Consistency cant be

emphasised enough. It represents the consumer can continue to associate

with the products. Creating brand awareness, through a collaborative,

well developed overall image, is essential to developing a success brand

that achieves maximum benefits. It is important to pay attention on

customers response towards the products, packaging, displays, and

messages. Brand promotion leads to the increase in purchase intensity of

the potential or prospective customer, as their decision regarding

purchase includes the following steps- a need must perceived and this

need varies according to range complexity and severity. To make

purchase decision, one must seek information. Simple reading, search on

an internet to an inquiring call all these process provide information

about the products and their value can be important to making

evaluation. Evaluation of alternative brand or product helps the potential

or prospective customers to identify the most favorable brand needed to

them among the alternatives. Essentially the customers assess the quality

of the product that might make it worth to purchase. Value assessment of

the brand or product results in a decision either to buy or pass upon an

offer. Purchase decision must be assessed to reaffirming or doubling, and

this can occur a day, a month or a year or more after the purchase.

Testimonials from satisfied customer may help to shape these after-

purchase expectations. Understanding the stages of a purchasing decision

vary both in time and whether the stages really are distinct, one can

better assess where they might be able to have an influence on

someones decision to purchase.

Carefully planned communication strategies play an important role in

creating a brand. Through the communication process the benefits of the

brand can prove attractiveness and ability to increase brand awareness.

Investing in consumer education is a promotional measure to achieve

strong brand awareness and loyalty. The education strategy has always

relied on direct contact with its potential consumers for better and first-

hand information. Amongst its educational strategies investment in

consumer product sampling, educational seminars for opinion formers,

etcMarketing its brand in one package size, one design and bearing

one uniform message, has yielded solid and impressive results.. A strong

component of this strategy is the timely entering into the market-always

first-which has given sufficient time to build category awareness

followed by a strong brand awareness.

To solidify the communication efforts, it launched simultaneous public

relation activities, relying heavily on press release and advertorial and

editorial material. Establishing strong category awareness can establish

its own branding program, develop simultaneously with a co-marketing

programs offered to its customers. The promotional measure to increase

the brand includes- keep it simple, consumer realise the full benefits of

product and services aware to them. The communication strategy is

designed to create consumer aware of benefit of both product and

services, which ultimately lead them to look for product containing better

quality and satisfaction. Products featuring the logo are easily

identifiable and positive; these products did not make reference to

complicated products or services. Also website facility is provided

access to more detailed information on the benefits of various programs.

Intensive consumer research determines the specific needs of consumers

seeking benefits from the product, also through messages to be

transmitted on relevant source. Standing alone strategy may be

appropriate or successful for all countries, but it does serve as a

cautionary lesson when so much emphasis and effort are being placed on

pack communication of product and services. Based on simple

communication strategies, to ultimately reach consumer awareness and

sales of product or services categories. Common to the success of

company is that product or services were scientifically proven, well-

documented and patent protected, their timing of entry into the market

must be well- prepared, and they concentrated effort first on. Creating

awareness and only afterward on creating brand awareness.

Promotion of the brand or product is the process of notifying the public

or target customers about new products, recalling products, disease

outbreaks, public service information and many other type of news.

Many company use advertising mediums like newspapers or radio

advertising to promote consumer awareness. Informing the public about

vital information or new products plus positive image. There are various

steps to create consumer aware of product or service information which

leads to promotion of product or service. Deciding the target for the

announcement of product or services. Determine the advertising medium

or methods can use to reach target audience. Create a memorable

character, which must be attractive and effective. This helps in

distinctive identification of the brand. Develop a small booklet that

contains vital information about the product or services that want to be

distributed. Also hire people to hand these booklets out at retail outlets or

high traffic areas, inviting consumer to try the product or read more

about it. Schedule a seminar at schools, office complexes or

manufacturing plants, if information is vital to students or workers.

Discuss about the product its features, size, package, availability, usage,

etc..Promotion can be done through advertisement, at the introduction

stage advertisement must be run frequently to possess a place in mind of

consumers. Also announcement on radio stations that make appeal on

target audience. Along with this product promotion can also be done

through television, as target audience is most likely to view it. Place

full;-page advertisement in the newspaper in the business section or in a

section related to product or service.

Innovative ideas can be used for the promotion of product or services,

which tries to satisfy the unending needs and wants of customers. Also

concentrate on propelling sales and generate revenue. Promotional

measures helps in building long-term personal relationship. To gain and

retain the trust of our client to exceed the promotional product

expectation and take the confusion and struggle out of their campaigns.

Promotional products are the only medium engages all the five sense.

Customer can see, hear, touch, taste and even smell them. Plus

promotional products are easily affordable; create impression in long-

lasting and readily measurable. Make promotional products on integral

part of marketing mix.

Promotional measures handle by Sitaram Ayurveda pharmacy in creating

brand awareness among customers:-

Collecting personal information::in this case the company do not collect

personally identification information of the customers, but if the same

must be provided by the customers. Customers can submit for an inquiry

about the company information or can sign up for the newsletter at that

time the customers may ask for certain provided information such as

contact details name, e-mail addressed, etcAlong with this company to

take care of the privacy policy upon the information. The company

properly maintains privacy policy without disclosing the information

about the consumer to a third party. Also retain other companies and

individual to perform function on one behalf. Such third party may

provide with access to personally identifiable information needed to

perform their function.

E-mail addresses::company never compels any one to receive unwanted

email from them. at the same time they are trying to make it easy to opt-

out of any product or services that have been asked to receive through

world network.com, newsletter and verification e-mail is sent via

wn.com is clearly an conspicuously named at the point of collection.

Consumers have also option not to receive promotional communication.

Third party advertises::the advertising banners and others forms of

advertising appearing on this website are sometimes delivered to the

customers behalf by a third party. In the course of service advertised to

this site the third party may place or recognize a unique cookie on the

browser.

Business transfer::as they continue to develop business they might sell

certain aspects of their entity or asset. In such transaction user

information includes personally identifiable information generally is one

of the transferred business assets, and by submitting customer personal

information on wn.com that agree the transfer of data in these

circumstances.

II. Ayurveda- History and Recent trends

Ayurveda is composed of two words. Ayu which means Life (Longevity)

and Veda which means knowledge (Science). This is an established, time

tested and practiced science. Many scholars have written volumes on

various aspects of like as known to our modern medical science. Few of

the important aspects covered are life style, exercise, health, body

functions, metabolism, mind, spirit, diagnosis, treatment, pharmacy, drug

& medicine diet etc. In view of Western and developed countries

preference form natural and herbal for health and health care is

increasing, the Ayurvedic science, practice and industry has great scope

of development during 21st Century.

Ayurveda provides an integrated approach to preventing and treating illness

through lifestyle interventions and natural therapies. It is based on the view

that the elements, forces, and principles that comprise all of nature - and

that holds it together and make it function - are also seen in human beings.

In Ayurveda, the mind (or consciousness) and the body (or physical mass)

not only influence each other. Together they form the mind-body. The

universal consciousness is an intelligent, aware ocean of energy that gives

rise to the physical world we perceive through our five senses. The true

history of Ayurveda starts from the time of the Holy books,Vedas.

Ancient mythology concept and essence of Ayurveda was revealed by the

creator of the world himself Lord Brahma.

The Vedas date back to about five thousand years. They preach the

philosophy of life. The Atharvaveda contains the principles of healing on

which Ayurveda is based. 'Ayur' means 'life' in Sanskrit. Ayurveda is the

most ancient science of healing which enhances longevity. It has influenced

many of the older traditional methods of healing including Tibetan, Chinese

and Greek medicine. Hence, Ayurveda is considered by many as the 'mother

of healing.' The hymns, the mantras and the medical information contained in

the Vedas were contributions of Rishis and munis or sages, over a period of

time. .

The practical tenets of Ayurveda are divided into eight sections or branches.

Internal medicine,

Surgery,

Organic medicine,

Pediatrics,

Toxicology,

Rejuvenating remedy,

Aphrodisiac remedies and

Spiritual healing.

These eight sections are called "Astanga Ayurveda".

Ayurveda is a complete or holistic system that integrates the mind, body

and spirit. For a few centuries, the tradition of Ayurveda was dimmed

due to the natural and human calamities and also by the invasion of

foreign cultures into India. The sacred texts were either destroyed or

stolen. However there were many Vaidyas or doctors in India who

managed to preserve some of the knowledge available in these Holy

Scriptures. Divine plants that sustain long life and good health are now

being rediscovered. Many renowned families of Vaidyas, who are

specialised in certain branches of Ayurveda, have started functioning

again in India. Today there is a revival of the ancient culture and

traditions inherent to Ayurveda, which is a true gift of the ancient

civilisation to the modern world.

One is impressed by the vast conceptual canvas and frame work of

Ayurveda. It is important to realise that Ayurveda is not confined to

medicine only, it tackle whole subject of life in its various ramifications.

This can be seen by the variety of topics discussed there, such as re-birth,

renunciation, salvation (Moksha), soul (Atma) etc....

The purpose of life is four - fold to achieve Dharma (Virtue), Artha

(Wealth) Kama (Enjoyment) and Moksha (Salvation). In order to attain

success in this fourfold purpose of life, it is essential to maintain life not

only in a disease-free state but also a positivity health state of body, mind

and spirit.

The emphasis on the maintains of positive health or swathe virtue, is a

distinguishing features of Ayurveda. In order to maintain positive health,

Ayurveda prescribes specified routine dinacharya, and also a seasonal

regime ritcharya in dinacharya great important is given to diet which

is to be taken in a prompt way with regard to quality, quantity as well as

frequency, emphasis is given to physical exercise and personal hygiene.

The daily regime advocates not to suppress certain natural physical urges

like maturation, defecation, hunger, thirst, sleep etc. on the other hand

suppression of harmful psychic urges is advocated like greed, fear, anger,

vanity, jealousy, malice and excessive attachment to anything. Equal

important is given to mental health; flair ethic a regime of sad putt

(ethical life) is prescribed. Strict mental discipline and adherence to

moral values is considered a pre requisite for mental health.

That is named the science of life where in is laid down the good and bad

life, the happy life and what is wholesome and what is unwholesome in

relation to life.

a. Global Scenario

Even though the modern medicine had played and critically important

role in providing relief from pain and disease it had not been able to

provide a complete cure from many diseases. Further there are side

effects from many medicines. In account of the above facts, individuals

across the world are turning towards traditional medicines.

According to W.H.O. the global market of traditional therapies stands at

U.S.S. 60 Billion and is growing steadily. Global market for medicinal

herbs and herbal products is estimated to tough USS5 Trillion by 2050.

This is great opportunity for Ayurveda. Export of Ayurveda and siddha

products and services offer huge potential, considering that over 80

percent of the world population relies on the traditional system of

medicines to meet their primary health care needs. Word demand for

herbal products has been growing at the rate of 10% - 15% per annum.

There is also a growing demand for natural products including items of

medicinal value in the international market. The medicinal plants related

trade in India alone is approximately Rs. 500 crore.

Global market for herbal products, which include medicines, health

supplements, herbal beauty and toiletry products is estimated at around

US$ 50 Billion. Out of this, the market for herbal medicines alone is

estimated at around US$ 5 Billion and is expected to reach US$ 16

Billion by 2006.

The global herbal product market are mainly in Europe and North

America which together account for 63% of the world market. The

European for herbal remedies account for 45% of global market.

Germany and France are the most established marked with a share of

22% and 11% respectively. China is the major exporter of traditional

medicines to the world market. India needs to organize itself well to get

any significant share in this growing market segment. Against a total

global market of US$ 50 Billion India contributes only Rs. 500 crore.

The export of value added product is only Rs. 75 crores and mainly to

markets where people of Indian Origin resides.

b .Indian Scenario

Ayurveda originated in the 10th century BC, but its current form took

shape between the 5th century BC and the 5th century AD. In Sanskrit,

Ayurveda means science of life. Ayurvedic philosophy is attached to

sacred texts, the Vedas, and based on the theory of Panchmahabhutas all

objects and living bodies are composed of the five basic elements: earth,

water, fire, air and sky. Similarly, there is a fundamental harmony

between the environment and individuals, which is perceived as a

macrocosm and micros relationship. As such, acting on one influences

the other. Ayurveda is not only a system of medicine, but also a way of

living. It is used to both prevent and cure diseases. Ayurvedic medicine

includes herbal medicines and medicinal baths. It is widely practiced in

South Asia, especially in Bangladesh, India, Nepal, Pakistan and Sri

Lanka.

Ayurvedic medicine is said to have originated from the ancient Hindu

sacred texts the Vedas, but these actually contain few medical references.

Modern scholars believe it evolved, gradually absorbing influences from

Buddhism and other traditions along the way.

The basis of Ayurveda is contained in two great medical compendiums

written by Charaka and Sushruta more than 2,000 years ago. These texts

cover a vast array of topics including pathology, diagnosis, treatment,

surgery, lifestyle advice and philosophy. Legend hasit that Charakas

compendium contains teachings passed down from the Hindu god Indra.

Copies of these texts, written in Sanskrit on palm leaves, survive today

and form the basis of Ayurvedic training.

Ayurvedic medicines are produced by several thousand companies in

India, but most of them are quite small, including numerous pharmacies

that compound intergradients to make their own remedies. It is

estimated that the total value of products from the entire Ayurvedic

production in India is one the order of one billion dollar (U.S). The

industry has been dominated by less than a dozen major companies for

decades, joined recently by a few others that have followed their lead, so

that there are today 30 companies doing a million dollars or more per

year in business to meet the growing demand for Ayurvedic medicine.

The products of these companies are included within the board category

of fast moving consumer goods (FMCG; which mainly involves foods,

beverages, toiletries, cigarettes etc.) Most of the larger Ayurvedic

medicine suppliers provide materials other than Ayurvedic internal

medicines, particularly in the areas of foods and toiletries (soap,

toothpaste, shampoo etc.) where there may be some overlap with

Ayurveda, such as having traditional herbal ingredients in the

composition of toiletries.

Ayurveda is an ancient Indian medical science, the origin of which can

be traced back to the Vedas, which are the oldest available classics of the

world. Vedas are the ancient books of knowledge, or science, from India.

They contain practical and scientific information on various subjects

beneficial to the humanity like health, philosophy, engineering, astrology

etc. Ayurveda is a holistic healing science which comprises of two

words, Ayu and Veda. Ayu means life and Veda means knowledge

or science. So the literal meaning of the word Ayurveda is the science

of life. Ayurveda is a science dealing not only with treatment of diseases

but is also a complete way of life.

The key suppliers in Ayurveda are Dabur, Baidyanath and Zandu, which

together have about 85% of Indias domestic market. These and a

handful of other companies are mentioned repeatedly by various writers

about the Ayurvedic business in India; a brief description is provided for

them, arranged here from oldest to newest:

Minerals and non-hormonal active ingredients used as a menopause

treatment alternative to HRT(_________). Soya is one of the main

ingredients in this product. The product also contains Ayurvedic herbs

that act like selective estrogen receptor modulators as well asparagus root

(shatavari), which reduces the frequency and intensity of hot flashed.

Ayurveda is a time tested health care system developed over a period of

time (since 500 BC) in Indian sub-continent with continuous use by the

community. It is well organized, codified and amply documented and

almost parallel to allopathic system in terms of institutional and

healthcare network in India. Ayurveda though popular in all the states of

the country, but it is comparatively more prevalent and acceptable in

Kerala, Gujarat, Himachal Pradesh, Rajasthan, Maharashtra, Madhya

Pradesh, Jharkhand, Chhattisgarh, Uttar Pradesh, Uttaranchal and Orissa,

The distinguished feature of Ayurveda is its holistic nature. It

considers a human being in totality and takes into consideration his

relationship with the environment. The unmatched heritage of this

system is a treasure house of knowledge for both preventive and curative

health care. The positive features of Ayurveda inter alia include diversity

and flexibility of remedies; natural origin of healthcare & therapeutic

modalities, large scale accessibility & affordability; broad acceptance by

a section of the general public; a comparatively low cost; a low level of

technological input and growing economic value. The system provides

not only comprehensive treatment strategy for common as well as

chronic ailments, but also aims at enabling the body to fight the disease

effectively while promoting positive health. Due to such attributes, the

system has great potential to serve as a provider of holistic &

comprehensive healthcare that the larger sections of population in India

and foreign countries.

Of late the importance of Ayurveda has been realized owing to its natural

origin and negligible toxicity of medicines, which happens to be quite in

contrast to western medical system that makes use of chemical drugs. In

post independence India, there has been phenomenal growth of

Ayurveda and as a result, a huge infrastructure of healthcare is available

in public, private and voluntary sectors. However, in many parts of the

country Ayurveda in various forms is still the only kind of healthcare

available within the financial and physical reach of the people. Ayurveda

sector in India in spite of having a lot of diversity in many aspects still

enjoys significant public to government patronage.

c . Kerala

The ideal geographic location of Kerala and its salubrious climate

has made external purification and rejuvenation therapies most

effective for treatment of many psychosomatic disorders. The high

humidity in Kerala helps to open up the body pores and the

medicinal oils used in massaging get easily absorbed into the body

there by increasing the effectiveness of the treatment

Kerala is famous for its enchantingly gorgeous natural scenes and

interesting cultural heritage determining back to thousands of years.

Ayurveda and yoga are from an intrinsic part of the cultural heritage of

Kerala. Ayurveda has been exercised in all oats of India, involving

Kerala ever since time unknown and even so, considered a secure

alternative to convention modes of medicine.

Ayurveda goes with the approach of holistic remedies and benefits you

to discover a delighted and enjoyable life free of sicknesses. The healing

of Ayurveda is founded one of the belief that all the disease in a human

body arises due to imbalance in the Tridoshas such as Vata, Kapha and

Pitta. Ayurvedic treatments are provided on patients to carry the right

balance in tridoshas. Ayurvedic treatments are provided on patients to

carry the right balance in tridoshas Ayurvedic treatments offer

rejuvenation and relaxation it designed a balance between body, mind

and soul. Some in demand and affective Ayurveda Treatments advised to

the patients include body sliming therapy, Anti-Neuropathy treatments,

Rejuvenation therapy, Migraine therapy, Body Immunization therapy,

Skin and beauty therapy, Arthritis and Spondy litis therapy,

Panchakarma therapy and Sinusitis.

Sirodhara, Pizhichil, Navarakizhi, Thalapothichil, Pachakizhi and

Podikizhi are some of the Kerala special ayurvedic procedures.

Kerala is blessed with a very rich bounty of healing herbs, trees and

shrubs that have been an endless source of Ayurvedic therapies. Kerala

has advanced its own of Ayurveda Message therapies such as Elakizhi,

Dhara, Lepanam, Kativasthi, Pizhichil, Abhayangam, Thalam,

Ksheeradhoomam, Nasayam, Udvarthanam, Dhanyamla Sirovasthi,

Njavarakizhi, Snehapanam and Urovasthi. Ayurveda remedies can be

effectual in different types of complaints like skin diseases, arthritis,

motor-neuron diseases, peptic ulcer, vascular diseases, respiratory

diseases, stress, heart diseases and gynecological disorders. The

revitalising Ayurvedic massages are an essential part of therapies that

help in energizing your mind, body and soul. Time scale of Ayurveda

treatments depends on the nature of medications you require and can

diversify from one week to a month. Yoga and meditation also from an

intrinsic part of the Ayurvedic therapies and are practiced under the

supervision of yoga professionals.

The fundamentals of Ayurveda being practised and taught in Kerala

are not different from those of the rest of the country, in their

essence and philosophy. But in the present days, there indeed is a

notable difference in certain aspects of Kerala tradition of Ayurveda.

This difference pertains to the importance given to Vagbhatas

Ashtangahridayam in preference to other classical texts by Kerala

traditional physicians, the uninterrupted history of practising the

classical panchakarma therapies in all their authentic fidelity, the

innovative development of the reputed Kerala preparatory therapies

and finally the wide variety of exclusive herbal based formulations

overshadowing the use of metal and mineral based drugs.

The development of Ayurveda in Kerala is particularly noted for its

origins in non-brahminical traditions even before the entry of

classical Ayurveda in the early centuries of the Christian era. These

two streams subsequently blended so well that it gave a unique

strength to the health care tradition of Kerala. Selected few brahmin

households, named generally as Ashtavaidyas, were bestowed with

the responsibility of maintaining the Ayurvedic tradition by

practising it as a health care service as well as by teaching its

principles in the unique gurukula tradition. The traditional

practitioners of Ayurveda considered Ashtangahridaya as a primary

text. Several commentaries were written by experts here. More

importantly, new texts were written in Kerala both in Malayalam and

Sanskrit. Sahasrayogam, Chikilsamanjari, Vaidyamanorama are just

a few examples. These and similar other Kerala texts still remain

sources of very useful information on formulation, medicinal plants

and therapies.

Another very important contribution by Kerala physicians is the

continued practice and enrichment of the panchakarma therapy. Even

when they became defunct in the rest of the country due to socio-

political reasons, Kerala retained this therapeutic wealth in all its

pristine essence. Texts were written here on its practical aspects.

More importantly, the famous Kerala special therapies were evolved

by the practitioners here. They are essentially preparatory in nature.

Dhara, mukkippizhichil, navarakkizhi, etc are typical examples. As

the practice of Ayurveda expanded in popular acceptance in the

recent past, these treatment modalities have also become more

prevalent.

There are several unique herbal formulations described in Kerala

texts. Many of them have now received national level acclaim and

they are included in the Ayurvedic Formulary of India. One

important aspect of Kerala formulations is that the stress is more on

herbal components rather than on metals or minerals. There is also

the history of Ayurvedic physicians developing some areas of

specialisations like pediatrics, ophthalmology, martial therapy, etc.

The Ayurvedic manufacturing sector in the state comprises nearly 760

units having GMP Certification (report by Ayurvedic medicine

manufacturers Association). Ayurvedic medicines are produced by

several thousand companies in India, but most of them are quite small.

The total export earnings of the Ayurvedic medicines in 2001-2002 were

Rs.750 crores and are expected to increase by Rs.5000 crores by 2006.

Medical tourism is a thriving activity in the state with huge employment

potential. Creation of an advanced multipurpose analytical testing and

standardization laboratories caters to the needs of the Ayurvedic and

pharmaceutical industry for meeting international specification.

Under the Ministry of Health & Family Welfare, there is a separate

Department of Indian Systems of Medicine & Homeopathy since 1995,

which was now been renamed as the Department of Ayurveda, Yoga,

Unnani, Siddhaand Homoeopathy (AYUSH). The Department comprises

of administrative staff headed by a Secretary and system wise technical

officers headed by Advisors. The mandate of the department is to see for

overall governance of regulation, development and growth of AYUSH

systems in the country and abroad. The department has three subordinate

officers and 15 autonomous bodies in the form of research councils,

national institutes, pharmacopeia laboratories, a national level Ayurveda

academy and a hospital.

The central Department of AYUSH administers the Acts related to

regulation of education, practice and drugs of Ayurveda, Sidha, Unani

and Homeopathy through concerned state departments.

There has been a constant policy support to traditional medicine in

India. However, in order to argument the development of traditional

systems of medicine in a systematic manner, the Government of India

put in place a seperate National Policy on Indian Systems of Medicine &

Homeopathy in the year 2002. The strategies outlined in this policy are

in line to that encompassed in the WHO strategy for Traditional

Medicine. The major objectives of the national policy for Ayurveda,

yoga, Naturopathy, Unani, Siddha and Homeopathy (AYUSH) are :

i) To promote holistic health and expand the outreach of healthcare to

people through preventive, promotive, mitigate and curative intervention

of AYUSH;

ii) To ensure affordable AYUSH services & drugs, which are which are

safe and Efficacious;

iii)To facilitate availability of quality raw drugs, which are authentic and

contain essential components as required under pharmacopoeia standards

to help improve quality of drugs, for domestic consumption and export;

iv)To integrate AYUSH in healthcare delivery system and national

health programmers and ensures use of the vast infrastructure of

hospitals, dispensaries and physicians;

V)To provide full opportunity for the growth and development of

AYUSH systems and utilization of the potentiality, strength and revival

of their glory.

Apart from Allopathic system, Ayurveda is one of the following

systems recognized by the Government:

i) Ayurveda

ii) Siddha

iii)Unani

iv)Yoga

v) Naturopathy

vi)Homoeopathy

Infrastructure

A vast infrastructure of Ayurveda comprising teaching institutions,

registered medical practitioners, hospitals & dispensaries and drug

manufacturing units is available in the country as under:

(a) Registered practitioners : 4,30,890

(b) Total number of Colleges: 221

(c)Admission Capacity per annum for Degree course: 12,000 approx.

(d)Postgraduate colleges: 60

(e)Admission Capacity of Postgraduate courses: 1,000 approx.

(f)Ayurveda Universities: 2

(g)Licensed Drug Manufacturing Units : 7,778

(h)Hospitals: 2,500 approx.

(i) Beds in hospitals: 45,000 approx.

(j) Dispensaries : 14000 approx

National Institutes set up by the Central Government

Following National Institutes of Ayurveda are established with the

objective to develop them state-of-the-art centers of education,

healthcare and research, which in turn could be models to be followed -

i) National Institute of Ayurveda, Jaipur.

ii) Institute of Postgraduate Training & Research in Ayurveda, at Gujarat

Ayurvedic University, Jamnagar

iii)National Academy of Ayurveda (Rashrtiya Ayurveda Vidyapeeth),

New Delhi.

iv) All India Institute of Ayurveda, New Delhi (in the offing)

Regulation of education & Practice

For regulation of education and practice of Ayurveda, Siddha and

Unan systems, there is a central regulatory body of statutory nature

constituted under a Parliamentary Act called Central Council of Indian

Medicine (CCIM). The Council was established under the Indian

Medicine Central Council Act, 1970 with the responsibility - (i) to ally

down standards of education, syllabi & course curricula, minimum

requirements of hospitals, faculties, equipment, clinical exposure and

examination pattern; (ii) to ensure adherence to laid down standards of

education; (iii) to maintain a Central Register of practitioners; (iv) to

recommend to the Central Government to recognition and withdrawal of

medical qualifications awarded by universities; and (v) to lay down code

of conduct, ethics and etiquette of practitioners.

In November 2003, the Act was amended for checking mushroom

growth of substandard colleges and to ensure uniform enforcement of

legal provisions for maintenance of educational standards. Now, the

Central Government is vested with the powers of granting permission for

opening of new colleges, increase of admission capacity and starting of

new or higher courses of study.

Courses of Study

Different forms of education & training program ranging from short &

midterm to full-fledged bachelor, master and postdoctoral courses are

conducted as under at recognized teaching institutions.

1. Degree course 51/2 years (BAMS)

2. Post Graduate degree course 3 years (MD/MS)

3. Post Doctorate course (Ph.D.) Minimum 2 years

4. Short & midterm courses 2 months to 2 years

(Certificate and Diploma courses)

In India 60% of registered physicians are involved in non allopathic

systems of medicines. In addition to the nearly 4 lakh ayurvedic

parishioners, there are over 170000 homeopathic physicians; India has

about 5 lakh medical doctors (similar to the number in the US but

serving nearly 4 times as many people).Reliance on ayurvedic medicines

is heavy in certain regions in India, such as Kerala in the South West.

Many ayurvedic practioners in small villages are not registered.

The manufacture of ayurvedic medicines has been regulated by an Act

viz., Drugs and cosmetics Act 1940 in India. The Act has approved only

the formulations contained in 55 classical texts. The prominent classical

text being following for the preparation of medicines is given in the

following table.

The total value of production from the entire industry in India is

estimated to be US$ 1 Billion in a year. The industry has been dominated

by less than 10 companies for decades. Now they have been joined by

some new companies and because of these nearly 30 companies are

doing around US$ 1 million per year. The items included in the list are

broadly classified which include cosmetics and toiletries also.

The ayurvedic industry is now broadly classified as FMCG (fast

moving consumer goods) and TSM (Traditional System of Medicines.

The Kerala along with Sitaram ,Kottakkal Aryavaidyasala, Oushadi,

Aryavaidya Pharmacy etc. mainly dealing in TSM Products. Product sell

by using aggressive marketing techniques.

The total market for herbal products, ayurvedic medicines are also part

of it, is estimated to about US$ 62 Billion. Out of which Indias

contribution is merely 2%. The expectations that by the year 2010, the

world market for herbal products would be US$ 2500 billion. All efforts

are being taken at all levels to increase the export potential of herbal

products by India to Rs. 3000 crores by 2006 and Rs. 10000 crores by

2010 (the export of the year 2002 only Rs. 500 crores).

A gift from Sitaram to the Nation for the Millennium is its new

Manufacturing Facility Constructed to follow the GMP (Good

Manufacturing Practice) in the production of Ayurvedic Medicines as per

the Notification of Ministry of Health & Family Welfare, Govt. of India,

and New Delhi, dated 23rd June 2000. The factory has incorporated all

the guidelines stipulated by World Health Organisation (WHO) to

produce quality herbal medicines. As this facility can be compared with

any modern drug manufacturing unit in the western world. Sitaram

Ayurveda Pharmacy Ltd has now received the First GMP Certificate

Vide Order No. ML4 08534/2000/DC GMP No.1/2000/DC.KERALA.

Dated 12th July 2000.

Reference

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