ASK AN EXPERT JENNIFER HARBOTTLE » JOURNALIST » SPA BUSINESS ayurveda
Ayurvedic oils are medicinal and strong smelling, so how can modern spas get around this? A
yurveda, the Indian sys- tem of wellness, is one of the oldest existing bodies of knowledge on the heal-
ing process. It is a way of life which addresses the body, mind and spirit and a system of traditional medicine which works at the level of both prevent- ative and curative health. It is primarily known for its efficiency in managing ailments like arthritis, gastro intestinal dis- orders, neuro musculoskeletal problems, skin complaints and hormonal issues. In India, ayurveda is a legitimate medi-
cal system which is used by 70 per cent of the population. Te country has an esti- mated 2,500 ayurvedic hospitals and more than 100 colleges offering degrees in tra- ditional ayurvedic medicine. What’s more, the country is fiercely
protective of keeping the practice authen- tic. In 2001, the government of India set
Can traditional ayurveda really work in a commercial spa setting?
up the Traditional Knowledge Digital Library (TKDL) as repository of 1,200 formulations of various systems of Indian medicine, including ayurveda (see sb10/3 p12). In 1995, the Department of Ayurveda, Yoga & Naturopathy, Unani, Siddha and Homoeopathy was established to pro- vide focused attention on education and research in ayurveda and to raise aware- ness of it domestically and overseas. As the luxury hotel spa market grows
in India (see sb10/4 p26), many operators are turning to ayurveda for inspiration for spa concepts, including Taj Hotels, Oberoi, Orient and Serena Spas (see sb10/4 p30). And growing interest in the west has also seen ayurveda adopted by operators who
60 Read Spa Business online
spabusiness.com / digital
want to give their spa a unique selling point and an exotic appeal. On the one hand, this provides a
fantastic opportunity for ayurveda to grow in popularity and for India to cement itself as a centre for wellness
among spa enthusiasts. Yet ayurveda, tra- ditionally a medical and curative practice, presents a number of challenges to lux- ury spa operators. Te oils have a strong, medical smell devoid of the soothing aro- mas that are usually found in spas. Some treatments focus on stimulating marma points as opposed to a flowing massage which helps customers to relax. Plus, many believe that spas offering a one-hour ayurveda treatment without a doctor’s con- sultation, cannot possibly be authentic. So, how can modern spa facilities offer
ayurveda without diluting the traditional offering? And what changes can they make, while still being true to its roots?
SPA BUSINESS 1 2011 ©Cybertrek 2011
PHOTO:
ISTOCK.COM/©DRAGAN TRIFUNOVIC
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84