Study on Patanjali's growth and Indian pharma industry

STUDY ON PATANJALI YOGPEETH WITH OTHER PHARMACEUTICAL COMPANIES
A report submitted to IIMT, Greater Noida As fulfillment of Full time Postgraduate Diploma in Marketing Management
SUBMITTED TO: Dr.D.K.Garg Chairman IIMT, Gr. Noida
SUBMITTED BY: RAJNISH KUMAR SINGH ENR. NO: MMR 4076 PGDMM
Ishan Institute of Management and Technology 2, Knowledge Park-1, Greater Noida, Distt: G.B.Nagar (U.P.) Website: www.ishanfamily.com, E-mail: ishan_corporate@yahoo.com
ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY
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PREFACE
I Rajnish Kumar Singh, student of Ishan Institute of Management and Technology is pursuing PGDM (MM) course. And towards the partial fulfillment of it, I have undergone a final project and I am pleased to present the final project Report on STUDY ON PATANJALI YOGPEETH WITH OTHER PHARMACEUTICAL COMPANIES I have put my endeavor to make the objective accomplished in the stipulated time. Being a neophyte in the highly competitive world of business and in cooperate world, I have come across difficulties to make the objective a reality. Anyhow with the kind help and genuine interest formally supported by extreme support of my guide and college authorities, I am presenting this hand carved efforts. The purpose of this project is to test the level of competency of an employee based on the above aspects. Competencies comprise the knowledge, skills, values, and attributes demonstrated through behavior that results in competent and superior performance. Competency describes what superior performance actually does on a job that produces superior results. Guidance, cooperation, and inspiration are the important factors in the accomplishment of an assigned task. I am most indebted to those mentioned below for their moral and active support. Firstly, I would like to express my deepest sense of gratitude to my parents for rendering their moral support. I acknowledge my heartiest thanks to Mr. V.K.OHRI for his support and esteemed suggestions during the making of this project. I would also like to acknowledge my immense gratitude to our honorable chairman sir, Dr. D.K Garg who has given us this opportunity to work on this final project.
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ACKNOWLEDGEMT
I take the opportunity to express my gratitude to all of them who in some or the other way helped me to accomplish this project. The study cannot be completed without your guidance, assistance, inspiration and co-operation. First and foremost, I am very thankful to all the members of patanjali yogpeeth and divya mandir trust and the personnel of many pharma companies who really helped a lot and guided me throughout my training session, without their help I would have been unable to complete my project. These people have really been kind enough in providing me all kind available data and information. I owe my gratitude to all the doctors of patanjali yogpeeth who really helped a lot and guided me throughout my session, without their help I would have been unable to complete my project. These people have really been kind enough in providing me all kind available data and information. I would also like to thank with my deep sense of gratitude to the chairman of Ishan Institute Of Management & Technology Dr. D.K. GARG who throughout my session helped me to achieve my desirable goal to perfection.
Rajnish Kumar Singh Enr. No: - MMR 4076
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DECLARATION
The summer training Project on study on patanjali yogpeeth with other pharmaceutical companies under the guidance of Mr. V K Ohri is the original work done by me. This is the property of Ishan Institute of Management and Technology, and use of this report without prior permission of the institute will be considered illegal and actionable.
Date: 29-06-2011
Signature
(Rajnish Kumar Singh) Enr. No: - MMR-4076
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EXECUTIVE SUMMERY
The study was carried on to observe the marketing of products of patanjali yogpeeth and the other pharmaceutical products in India. Now days there is witnessed a heavy change in the pharmaceutical sectors and healthcare sector, people are getting more inclined toward the ayurvedic and herbal products as well as they are more cautious towards their health issues. This study basically focuses on the changing trend of the healthcare sector and priority of the people toward their health issues. More of yoga and consumption of herbal product is creating revolution in the society. Looking at the recent trend and changing pattern of the consumer what pharmaceutical companies are doing. Basically it is more about the marketing policies of both the sectors and the response out of it. Creating the integrated part of their resources how the companies are building up their strategies and how they are attracting the consumer attention towards their product. During the prepration of the project I came across many situation where it was very difficult to find out the actual figure, in that case an assumed value was taken into consideration which was very close to the actual figure. Most of the data related to patanjali yogpeeth was collected from the centres of patanjali yogpeeth itself. And the data related to pharmaceutical companies were collected from the different debsites and most of the books and journals that means we cam say that more of data of pharmaceutical copmanies were secondary data. It was found that in small cities people have heavy faith on patanjali products as a medicine as well as the consumption of the patanjali products are also very high then when it comes to rural area most of the people go for ayaurvedic as well as herbal product for their use and in big cities people uses patanjali products in regular course of life but when it comes on the practise of treatment or fast response people prefer the pharmaceutical products the most. As well as when it comes to the whole of the part of the country as life saving drugs people go for pharma products. The different books and magazines are also published of patanjali yogpeeth which are concentrating on the health of the people as well as different aasan and pranayam are more effictive as well as popular within the people all over the places in country.
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LITERATURE REVIEW
Doing this project was really an opportunity before me when I could convert my theoretical knowledge into practical and of real world type. Fortunately, the organisation I got is a true follower of the various principles of management and also is the largest company in its segment of the industry. The working environment that I was being provided was extraordinary and helped me a lot in delivering my work properly and with full potency of mine. The founder of patanjali yogpeeth had a very clear vision that about the rolw of ayaurveds and aasans in todays world. Where the people are more and more attracted towards the pharma drugs which use to come with the additional side effects baba Ramdev wanted to reintroduce the ancient techniques for the cure of the person or a person could be treated through the yogs and aasans as well as the ayurvedic products. Swamiji took upon himself the onerous responsibility of demystifying and popularizing Patanjali's Yoga, while Acharyaji devoted himself to the task of restoring people's faith in the efficacy of ayurvedic system of medicine. Swamiji's main focus is on making the people ofIndia as well as of the whole world adopts yoga and Ayurveda as their lifestyle. His approach to treating ailments and disorders in pragmatic, undogmatic and non-sectarian. All persons whether Hindu, Muslim, Sikh or Christian, have the same anatomy and physiology. Therefore they can all benefit from yoga and auyrvedic therapy. Apart from this indian pharmaceutical companies has also shown a tremendous growth within these few years. Indian market has witnessed several phases in this context. The Indian Pharmaceutical Industry (IPI), estimated at US$ 9 bn, has grown at aCAGR of 7% during the last six years. It is ranked 4th in volume terms and 11th invalue terms globally. Indias share in the global pharmaceutical market is less than2% in value terms as drug prices in India are one of the lowest in the world. Exportscontributed to more than half of IPIs turnover during 2005-06 and have been a majorgrowth driver for the industry growing at a CAGR of 19% during the last six years.The playing field for the domestic pharmaceutical companies changed completelywith the advent of product patent regime from January 2005. The IPI is now exposedto a host of new opportunities and risks. This has led the domestic pharmaceutical companies to pursue various strategies on the business and R&D front with the aim of achieving long-term sustainable growth under the new regulatory regime. Besides changes in the patent laws, the issues with respect to drug pricing and the Union Pharmaceutical policy will shape the regulatory environment for the industry in future.
ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY Page 6
I did my project in the patanjali yogpeeth, where I found all the members are very much committed to their work as well as they were all professionals enough. This helped me a lot in getting a good deal of exposure. As I had to consult the doctors, acharyas, and the staff. I felt myself, in the beginning, in a bit problem. But the cooperation of those person at the work induced Confidence in me to deal with my problems whenever they came. After this I was able to move my project to correct and effective direction.
Since I had to complete my project within a limited time frame, this made me experience the actual marketing policies. This I think will work as real booster when I will go to work after the completion of the PGDM (MM) course at IIMT, Greater Noida. The way the people supported me and his other subordinates was a good example of co ordination and good manager. This shows that in the corporate world the superior officer should not only take care of the target fulfilled but also the behavioral aspect of the subordinates. Working with the colleagues was a great experience as I came to know that how a person can work as a team in a multifarious industry to achieve the organizational goal. Many a times, while working, I had to sacrifice my personal feelings and aspirations just to keep the organizational interests in my mind by giving it the top most priority. Indeed, I always tried to do justice with my duties even at the cost of my personal life for the time being. But this could be a success, as I got continuous support from my guide as well as other head and staff. So, at last I would like to thank my institution for providing me with the opportunity to do this fruitful project and the persin who guided me a lot in making this project successful.
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INDEX SERIAL NO. 1 TOPIC PAGE NO. 02
Preface Acknowledgement Declaration Executive summary Literature review Introduction

y About Patanjali yogpeeth y History of patanjali yogpeeth y Founder of patanjali
03
04
05
06 13
Chapter 1
yogpeeth
y History of yoga nad ayurved
in India
Chapter 2
Products
y About herbal products in
61
patanjali yogpeeth
y Product line and portfolio of
patanjali yogpeeth
y Product mix of patanjali
yogpeeth
y Ayurvedic products vs
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pharmaceutical products
Chapter 3
Yoga and physical therapy

y Study of yogs of patanjali
109
yogpeeth
y Yog centres of patanjali
yogpeeth
Chapter 4
New product devalopment

y New product devalopment of
136
patanjali yogpeeth
y Research and devalopment of
patanjali yogpeeth
y New product devalopment of
pharma sector in India
Chapter 5
Marketing and network of patanjali yogpeeth and indian pharma sector
166
Chapter 6
Marketing policies of patanjali
199
Page 9
yogpeeth
Chapter 7
Pricing strategy
y Pricing of patanjali yogpeeth product y Pricing factor of indian pharmaceutical companies
214
Chapter 8
Demand and supply pattern

y Preference of indian market
231
for medicines
y Study of demand pattern of
patanjali yogpeeth
y Major suppliers of patanjali
yogpeeth
y Study of demand pattern in
pharma sector
Chapter 9
Competitor analysis
y SWOTanalysis of patanjali
290
yogpeeth
y SWOT analysis of Indiam
phaarma sector
Chapter 10 Chapter 11
Bar graphs and charts

y Findings and limitation y Conclusion
348 351
Page 10
y Suggestions and
recommendations
y Biblography y Word of thanks
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OBJECTIVE OF STUDY
Project work has certain objective behind it without any proper objective one cannot plan its implementation. One heads to have properly well defined objective. If the objective of the study is not proper then the whole research is of no use. In India there are many sectors where the different companies or organisation functions within that. Basically the sector which I have chosen is more towards the healt issues of the people and to deal with their physical or mental state. I have chosen the pharma and ayaurvedic sector which directly deal with people issues. Basically my main objective is to see the choise of the indian people between pharmaceutical products and ayurvedic products. Along with this there were some sub objectives:
y
To know what are the product of patanjali yogpeeth and how are these beneficial for the people To understand the different yogs of patanjali yogpeeth and how do they directly affect the health of the people
To know which treatment is better in different aspect either it is long term or short term To understand the difference between ayurvedic and pharma product
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CHAPTER 1
INTRODUCTION
y ABOUT PATANJALI YOGPEETH y HISTORY OF PATANJALI YOGPEETH y FOUNDER OF PATANJALI YOGPEETH y HISTORY OF YOGA AND AYURVED IN INDIA
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About patanjali yogpeeth

Patanjali Yogpeeth in Haridwar, Uttarakhand is one of the largest Yoga institutes in India. Named after the Ancient Yog Guru Patanjali. The institute is Ramdev's flagship project & has been set up for treatment, research & development in Yoga and Ayurveda, as well as the manufacturing of ayurvedic medicines. Patanajali Yog Peeth in Haridwar is a center of Yoga and Ayurveda activities in India built on the name of Maharishi Patanjali who invented Yoga 5000 years ago. The ashram is run under the guidance of Swami Ramdev Ji Maharaj who has revived Yoga and spreading it all over the world.Patanjali Yog peeth is open to everybody.Located on the Haridwar-Delhi highway at Kankhal, very near to Roorkee, Patanjali Yogpeeth offers treatments for all and has residential accommodation. At Mahatma Dharamveer's Gurukul at kisangarh Ghasera where Baba Ramdev met philanthropist Archarya Balkrishan. With help of Balkrishan, Swami Ramdev has established Divya Yog Mandir in 1995. Archarya Karamveer was also on of the pillar of Divya Yog Mandir. In almost 3 years Divya Yog Mandir and Baba Ramdev have galvanized the world into turning ardent practioners of Yoga. Baba Ramdev and trust run spearheads all his activities which includes Yoga camps, manufacturing ayurvedic medicine and treatment of patients with help of Yoga and Pranayam. Baba Ramdev TV programs and Yoga camps have proved to be immensely popular. Swami Ramdev put lots of emphasis on teaching Pranayam compare to Yoga. According to Shri Shri Ravi Shankar, a world-renowed spritial leader "If an individual can be credited with reviving Yoga in India, it is solely Baba Ramdev".Millions of people all over the world attends Baba Ramdev's free Yoga camps (shibir). Ramdev Baba has also conduct Yoga camp at Rashtrapati Bhavan - the residence of the President of India. Yoga has ability to cure even fatal diseases and Baba Ramdev has proved it man times. y Ramdev Baba has spread Yoga to such an extent that sooner or later, every one has to embrace it. Patanjali Yog Peeth Trust is the dream project of Baba Ramdev. He was inaugurated on August 6, 2006. Baba Ramdev's aim was to build the world's largest center of Ayurveda, Yoga and Pranayam. Patanjali Yog Peeth provides facility for treatment for diceases, research and a teaching University for Yoga and Ayurveda. Trust is located 13km from Haridwar. The estimate cost of the project was 10 billion. During inauguration Sudarshan Agarwal, Governor of Uttranchal, said "Patanjali Yog Peeth will sonn be the ambassador of Yoga for entire world. According news Yoga Peeth is almost ready.
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According to associated press, The Patanjali Yog Peeth project was divided into 3 phase. Phase one was basic construction. The secnd stage comprises of serviceable guesthouses, herbal gradens, yajnashala, meditation caves and many other facilities. It will be the biggest Yoga and Ayurvedic center in the world. Third stage is opening an University of Yoga and Ayurveda. Baba Ramdev wants to flow river of Yoga in each and every one, whether in a village or city. The confidence which Baba Ramdev exuberates comples people to at least give his Yoga a try, Baba Ramdev reaffirms the broken down by challenging their sickness widely and openly. Millions of people practice Baba Ramdev's Yoga and Pranayam. Ramdev Baba's TV programs broadcast in several counties including America, Europe, Australia, Asia and Africa. Viewership is quoted as being 20 millions regulart viewers. Followers of Baba Ramdev have claimed relief from a veriety of ailments such as diabetes, Blood Pressure, Hepatitis, spndylitis and Obesity. He is real hero who devote his whole life to help people by giving them unknown knowledge of Yoga and Pranayam. Swami Ramdev, worlds most popular Yoga teacher well versed in Sanskrit, Ayurved & Vedic Philosophy, is the founder of Patanjali Yogpeeth at Haridwar India. He is the man, whose name has become synonymous with YOGA in India. His main target is to teach the Indian ancient YOGA & PRANAYAM techniques to the people of whole world. Now thousands of people are attending his Yoga Camp being organized in all parts of the India and other cities of the world as well. Millions & millions people watch him on TV through four to five TV channels including Aastha TV Channel. Swami Ji has 25 millions dollars dream project of Patanjali Yogpeeth at Haridwar. 125 millions dollars project for Patanjali University in the same city. It can handle 1000 patient at a time in Naturopathy. A big hall to practice 5000 people at one time and worlds largest OPD to handle 5000 patients a day. Pathanjali yog peeth is located on the National highway 58 (NH58 Hwy) in Haridwar on the Roorkee road. It is very easily accessible due to its location on the highway approximately 10 KM before the Haridwar town coming from Roorkee in a very peaceful and green area surrounded by lush green farm lands. NH58 highway through out the journey is a single lane busy highway mostly crowded with the trucks and tourists making their journey to and from Haridwdar/Rishkesh region.
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Swami Ramdev medicines are manufactured in branches well equipped with modern equipments, certified by the international standards GMP, GLP & ISO 9001. Swami ramdev's pharmacy makes the medicines pure and rich in quality. Medicines manufactured go through Quality control and quality assessment tests. Patanjali Yogpeeth is operating Patanjali Hospitals in every nook of India, where one can get life saving Swami Ramdev medicines which are affordable to all rich and poor. Patanjali yogpeeth medecines are also available for health care, oral care, sexual care, hair care and skin care, Many of the critical ailments such as Cancer, Diabetes, sexual problems, arthritis etc. can be cured by Swami Ramdev's Medicines. These medicines are low cost, very effective and available at Ramdev Chikitsalaya. Some of very effective Ramdev medicines are Mukta Vati for high blood pressure, Madhunashini vati for Diabetes, Medohar vati for Obesity. Swami Ramdevji Maharaj is a historic personality. He has written new history in the areas of yoga-prananyam and ayurvedic treatment methods. In this regard the work done by the organization established by him namely Patanjali Yogpeeth (Trust), Divya Mandir (trust), Patanjali Yog Samitis, Divya Yog Pharmacy Trust and branches, will be written in golden letters on the pages of history. The ambition of these establishments are to reach yoga and Ayurveda to the 700 crore global population along with Indian culture and words of the sages. To encourage the use of Ayurvedic medicine, Swamiji manufactures superior quality and proven medicine in Divya Yog Pharmacy. Swami ramdev's medicines are manufactured in branches well equipped with modern equipments mostly in Haridwar and other places, certified by the international standards GMP, GLP & ISO 9001. Swami Ramdev also have a botanical garden near Patanjali Yog Peeth where the herbs and medicinal plants are grown. Here research is carried out on rare herbs and they are grown here by putting in great efforts. Under Swami Ramdev's guidance an industrial unit is also established called Patanjali Ayurved Limited which produces pure an high quality minerals and plants products through scientific methods. Honorable Swami Ramdevji and Acharya Balkrishna ji have tried to combine the ancient knowledge with ultramodern technology.
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Some people could not digest the increasing fame of Swami Ramdev and they started negative campaigning against swami Ramdev with the help of media. The quality of Swami Ramdev medicines were doubted. When these medicines were tested in the lab all the allegations proved baseless and swami ramdev came out spotless amidst the acid test. This resulted in unexpected increase in the demand of medicine of swami ramdev. Baba ramdev's pharmacy puts in all the efforts to make the medicines pure and rich in quality. All the medicines manufactured go through strict Quality control & quality assessment tests, Toxicological study - Animal trials, clinical tests. With the objective of disease free body, distortion free mind and desire of a peaceful life, Divya Yoga Mandir (Trust) with the association of Patanjali Yogpeeth is operating Patanjali Hospitals in every nook of India, where one can buy life saving Swami Ramdev medicines which are affordable to all rich and poor. Patanjali yog peeth has a provision for special discounts or free medicines for economically weak people. In these hospitals with the help of Vaidyas (doctors) treatment of curable and incurable diseases is done free of cost along with the medicines. Swami Ramdev is working towards the goal of establishing the ayurvedic products at par with the international standards and to make it known across the world. To encourage the use of Ayurvedic medicine and amongst Swami Ramdev's revolutionary thoughts, one is that the farmers of India should adopt the cultivation of medicinal herbs and plants along with fruits and vegetables. They should made ready raw material for Ayurvedic medicine. The Kripalu Bagh Ashram on the blessed land next to the holy Ganges, was built in 1932 by the scholarly erudite and God realized Param Pujya Swami Kripalu Dev Ji Maharaj. Concomitant with this noble struggle, Swami Kripalu Dev Ji along with another great spiritualist Swami Shraddhanand, who was the founder of the pure and chaste Hindus traditions of the GURUKUL KANGRI, organized a movement of rejuvenation of pristine Indian ancient traditions and renaissance of its glorious and hoary past whereby the country, its religion and all related aspects, covered by the gathering dust of centuries neglect, were rediscovered and extolled. It was the place where the great patriots like Sh. Rash Bihari Bose had taken shelter during their operations for freedom movements. Saint Shri Kripalu Dev Ji Maharaj was succeeded by his illustrious disciple Pujya Swami Shri Shankar Dev Ji Maharaj, well conversant with Vedic knowledge and an ardent advocate of noble human values. Swami ji founded the Trust in 1995 along with his group of disciples; yet another
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Philanthropist Pujya Swami Ram Dev Ji Maharaj who has dedicated his presence to augment the haloed traditions of the trust based on selfless service and dedicated quest for excellence in education, vedic learning and promotion of nationalism; he is joined by an energetic soul with an intense spirit of service, Acharya Balkrishna Ji Maharaj, also a great spiritualist & great scholar of Ayurveda and an established name in Vedic philosophy Swami Muktanand ji Maharaj Science Graduate, Vyakaranacharya along with other disciples continue to exalt the traditions and enrich the future with what the trust had enshrined and achieved in its glorious preceding years. PatanjaliYogpeeth is a renowned name in the field of medical science, rendering free services to millions of people across the globe throughYoga andAyurveda. a. Free Yoga Classes In Patanjali Yogpeeth : Free Yoga classes are conducted in the premises of Patanjali Yogpeeth by trained Yoga Instructors at one hour interval. b. b. Yoga Science Camps : People below poverty line are permitted to participate in the Residential and Non-Residential Yoga Science Camps held in towns and cities of India from time to time in the benign presence of Yogrishi Swami Ramdevji Maharaj. c. Free Yoga Classes Through Patanjali Yog Samiti : Fifty thousand free Yoga classes by about twenty million dedicated and trained Yoga teachers take place everyday in nook and corner of India. About two million Yoga teachers have been engaged in training & teaching of people in East Africa, South Africa, U.S.A., Canada, U.K., Nepal & Mauritius. d. Free Ayurvedic Consultancy In Patanjali Yogpeeth : Free consultancy in Ayurveda is provided in Patanjali Yogpeeth. Over fifty well educated Ayurvedacharya (Vaidya) having B.A.M.S./ M.D./ M.S. degree, render their valuable services to about two thousand patients suffering from various chronicle diseases daily, free of cost. This team of Vaidyas is also engaged in giving Free Ayurvedic consultancy through letters, fax, e-mails &phone also. e. Free Ayurvedic Consultancy At Patanjali Chikitsalayas : Divya Yog Mandir (Trust) manages to run over two thousand Patanjali Chikitsalayas and Patanjali Arogya Kendras in India and abroad, where about one thousand able Ayurvedacharya (Vaidya) having B.A.M.S./ M.D. degrees, examine and prescribe treatment, free of cost to about fifty thousand patients daily.
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f. Yoga Science Camps : Ateam of Vaidyas also provide freeAyurvedic consultancy to the participants of Yoga Science Camps held in different towns and cities of India from time to time in the benign presence ofYogrishi Swami Ramdevji Maharaj. g. Free Distribution Of Medicines : Medicines and food supplements are provided on appropriate/ hundred percent discount to the economically weaker people. h. Free Investigation Facility : Appropriate discount is given to the people below poverty line on all type of investigations in Pathology Lab and Imaging & research centre of Patanjali Yogpeeth.
Free Residential Facilities are provided to the poor people in the hospice (Mahrishi Balmiki Dharamshala) of PatanjaliYogpeeth. Mahrishi Balmiki Dharamshala (Hospice) : Haridwar is the religious capital of the country, where lac of pilgrims come from all across the globe daily. Some of them belong to poor section of the society who can't even arrange fooding and lodging on their own. Keeping this fact in view, a four story huge hospice of 86,000 sq. ft. covered area has been built in Patanjali Yogpeeth-2 by Patanjali Yogpeeth (Trust), where lodging facilities for about 1000 persons are available. On ground floor 53, on first floor 90, on second floor 87 and on third floor 84 spacious rooms with modern facilities have been built. This hospice has been named after Mahrishi Balmiki, the author of the great epic 'Ramayana.' Yajna is performed daily within the premises so that the persons staying in this hospice may come closer to Indian values and traditions. Visitors can also seek free Ayurvedic consultancy in O.P.D. of Patanjali Yogpeeth. They can also gain the practical knowledge of Yoga and Pranayama by participating in Yoga Classes which are conducted at one hour interval.
Patanjali yogpeeth 2
Patanjali Yogpeeth Phase - II was inaugurated in April 2009, with an objective to establish a fully furnished campus for successful organization of residential Yog Science Camps in the benign presence ofYogrishi Swami Ramdevji Maharaj. All necessary facilities are provided to thousands of participants of such camps within the premises of this campus.
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The prominent features of this Multi-Service-Unit of PatanjaliYogpeeth (Trust) are as below : A huge auditorium of 2,00,000 sq. ft. where thousandsof participants can practice together yoga, pranayama, meditation etc. A separate Airconditioned auditorium of 60,000 sq. ft. 950 rooms for visitors with AC and Non-AC accommodation. A free-of-charge hospice (Dharmashala) to accommodate 1000 persons. A huge langar hall of 20,000 sq. ft. where visitors could partake of free meals (Prasad) Agrand museum built upon 50,000 sq. ft. A huge Annapurna (Food Court) to cater to 5000 visitors daily. 350 apartments for accommodating healthy, competent and dedicated senior citizens under vanprastha ashram. A sale outlet of 11,000 sq. ft. for literature and material related toYoga, Ayurveda and Oriental genres. A huge Panchkarma and Shatkarma centre of 44,000 sq. ft. where about 1000 persons can be benefiteddaily by Panchkarma and Shatkarma therapy. Bharat Swabhiman (Trust) Head office spanning in 21950 Sq. ft. Bharat Mata Naman Sthal where the sacred soil collected from more than 600 districts of India has been preserved.
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To make a disease free world through a scientific approach to Yoga and Ayurveda.
To establish a new World Health Organisation, to fulfill the resolution of making a new world order free from disease and medicine, through research work on the knowledgebase of our great saints and sages viz. Maharishi Patanjali, Charak and Sushurut.
To establish with a scientific approach, Pran as medicine for the treatment of all curable and incurable diseases by research on Pranayam / Yoga.
To propagate Pranayam as a "free" medicine for the treatment of diseases round the globe, through in-depth research in accordance with the parameters of modern medical science, so that the rich and poor may avail its benefits in order to attain sound health.
Making the world a peaceful and tranquil place by using Yogic techniques to eradicate fatal effects of medicines and weapons.
To study and research subjects associated with Yajna, Organic Agriculture, Cow-Urine, Nature and Environment in addition to the study and research in Yoga and Ayurveda at the research centre of Institution .
To form a new integrated system of treatment, consisting mainly of the techniques of Yoga and Ayurveda, for Surgery and Emergency cases, Allopathy, Homeopathy, Unani and Acupressure to soothe patients suffering from unbearable pains and rid them of disease.
To evaluate methods of treatment of Physical Body, Etheric Body, Astral Body, Mental Body and Causal Body beyond the present incomplete system of treatment for cure of physical body alone.
To begin degree and diploma courses for students in disciplines of Yoga and Ayurveda.
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Besides imparting Yoga and health education, to set up an equalitarian society based on values of spiritualism, nationalism and justice beyond the boundaries of cast, creed, class and religion for the country's development.
To create an environment in departments of Education, Health, Forces, Administration, Industry and Business to inspire them to adopt Yoga as a regular & necessary practice.
To establish India as the strongest Economic and Cultural power in the world to provide an atmosphere for every citizen of the world to live with pride.
For realisation of dream of healthy, strong, prosperous and advanced India, far from caste, creed, class, religion, region, corruption and violence through Yoga.
To provide absolutely free lodging, boarding and free treatment for the economically weaker sections of society.
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Objectives of Divya Yog Mandir (Trust)
1.
The main aim of the trust would be to impart the practical and functional training of Astang Yog, Raj Yog, Dhayan Yog, Hath Yog, Ashan and Prananyam etc. as received from the ancient tradition propounded by the Rishies and Munis to make an end of extreme sufferings to cure diseases and to receive a calm stage of mind and extreme happiness.
2.
To construct the building etc. for boarding and lodging for those who are interested in Yog training and meditation.
3.
To organize yoga camps in the country and abroad in order to propagate the yoga training and the Vedic dharma.
4.
To open and establish charitable hospitals for the treatment of the helpless poor out caste and also to distribute free medicines, cloths and food articles in the trible areas.
5.
To furnish and equip the charitable hospital with modern medical facilities.
6.
To carry out research on yoga, ayurved and Vedic literature and also to organize scholarly seminars and competitions.
7.
To prepare and to sale and purchase of the Ayurvedic medicines for the charitable hospitals, hospitals colleges, schools and for the social and Yogic activities of the trust.
8.
To make an arrangement for the study of the Veds, the Geeta, the Philosophy, the Upnishadas, Grammer and Yogic scriptures for character building moral cultural upliftment.
9.
To prepare missionaries and facilitate them and sensitizes people for uprooting jealousy, hate, evils, injustice, tyranny and heavenly this on earth by keeping above the
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communalism, castism and the feeling of sex, creed.
10. To run the free educational centers and to facilitate the worthy poor helpless orphans students by providing clothes, food, study materials and lodging.
11. To establish and run a stables for the poor cows to save them from the victimization and killings.
12. To carry out researches or agani hotra and perform scientific yajnas in order to solve the serious problem of environmental pollution of the modern age.
13. To give award and certificates to the trainees who undertake weekly, fortnightly, monthly, quarterly and annually Yog and Acupressure training.
14. To help and co-operate the relief activities related to flood, earthquake, epidemic drought etc.
15. To co-operate other such institutions and organizations which match or aims and objectives, and order to fulfill these aims and objectives to accept the donating of money, land etc.
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Objectives of Patanjali Yogpeeth (Trust)
1.
To achieve complete eradication of all the sorrows, physical illness, mental peace and attainment of bliss, received from our ancestral sages through Ashtang Yog, Raj Yog, Dhyan Yog Hath Yog, Aasan and Pranayam etc. Giving practical training so that research and medical experiments can be done on the effect of Yog on mind and body and to spread the ancient science of Ayurved by using modern techniques. All types of medicinal and treatmental experiment, research and yog and by building a disease free society for the enriched nation through ayurvedic treatment.
2.
Organizing and advertising the Yog Ayurved camps, seminars and meetings through out the world.. To build a healthy world through indigenous food, pure food, herbs. Preservation of Indian culture through development and research, in Ayurved. We are going to build Trusts & branches all over the world so that this mission will reach to the every nook and corner of the world. We will associate ourselves to those organizations which are currently working in this field so that we will be able to move forward under one banner.
3.
To promote completely modern research centre and treatment facilities for all curable and incurable diseases, solution of mental diseases, naturopathy, Acupressure and Ayurved etc. based on ancient art so that the distressed human society will get maximum pleasure from the treatment.
4.
To provide and distribute free medicine, clothes food items etc to helpless, poor, downtrodden and underprivileged people and tribal areas. To open special medical camps and hospitals equipped with modern medical facilities.
5.
Free and religious Pharmacy, yogic and social duty of Schools and Trusts, research on Yog and Ayurved and conduct and supply to institutional and social activities. To establish a well equipped pharmacy for the manufacturing of ayurvedic medicine so that it will speed up the public service. Sale and purchase of the medicines. To get loans from the cooperative society to meet the goal of organization. To construct one of
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the biggest laboratory for the research work.
6.
To grow different kinds of herbal medicines through preservation of different categories of species. Conservation, preservation, and different kind of medicinal gardens for it. Construction of green house etc. For the promotion and conservation of herbal medicine a cooperative institution will be formed for the farmers to sow herbal medicines. To generate employment and to increase the purchasing power of farmers and to sale purchase medicines for manufacturing pure medicines.
7.
Character building, moral upliftment and knowledge of culture ,awakening of national pride , equitable society, arrangement of study and teaching of Veda, Geeta, philosophy, upnisad, grammar for the welfare of world .To provide daily weekly, fortnightly, monthly , trimonthly and yearly training to the students of Yog and giving them certificates and prizes. To help them professionally for the healthy and wealthy development of nation. Conducting and constructing institution to spread Indian spiritual knowledge in the world.
8.
To end existing social jealousness and hate, bad deeds, vulgarity, characterlessness, injustice and atrocities. To spread Yog, Ayurved patriotism and create missionaries so that one can rise above communal disparity, caste, creed apartheid to make heaven on earth.
9.
To organise personality development camps, exhibition, country wide travel, anniversaries of great people and different progrrammes for students and teachers to instill human values, moral upliftment and patriotism.
10. Publication of different monthly, fortnightly and yearly magazines and writing and publication of research books on nationalism, spiritualism, Yog, Ayurved and arrangement of publication, reprinting, original writing, compilation and to spread these Vedic ancient treatise among the general public. To establish a printing press.
11. To open the free of cost educational institute in rural and backward areas for the
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females and children below 12 years of age. To open medical and engineering institutes in the area of below 5 lakh population. To open training and vocational institutes in such areas. To establish employment oriented training institutes for. development and establishment of Yog and Ayurved based medicinal studies particularly for eligible, educated unemployed and helpless people so that they can realize the dreams of medicine free society by spreading Yog and Ayurved, herbal medicine in every nook and corner of the world.
12. To provide food clothes, education and hostel facilities and organization of educational centers for the poor, helpless and underprivileged students. To provide scholarship to eligible and poor students so that they can be encouraged to grow.
13. To establish cow shelters for the preservation and conservation of weak cows from slaughtering. To encourage people to keep cows and develop their breed. To conduct medicinal research on the curd ghee, cow urine, cow dung for the need of health.
14. To help people in relief works during flood, earthquake, starvation etc. And to provide complete medicinal facilities and monetary resources free of cost for the development of infrastructure.
15. To perform scientific Yajna for the elimination of environmental pollution to do research on agnihotra and on effect of pollution related diseases on body.
16. To do research and spread the uses of non conventional energies like biogas solar energy, gobar gas particularly in rural areas.
17. Establishing schools to develop such system of education which incorporates education with Indian culture that will take care of nations economic social and spiritual needs and to work in tandem with such institutions already existing.
18. To develop technology for preparing pesticides from cow urine, leaves of Neem Tulsi and herbs so that to protect environmental from pollution and land infertility which is
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occurring due to chemical fertilizers and pesticides. To research on such methods of bio farming, agriculturisation, bermi compose so that bio fertilizers can be used extensively.
19. Construction of tube well pump set pipe line, water tank in the water deprived rural areas. To do research on conservation and preservation of water sources.
20. To provide health facilities in rural areas for the females and childs. Construction of school to enlighten people related to health needs and education particularly to weaker section of the society.
21. To construct roads highway in rural areas where we still do not have pucca roads. To develop a plan to prevent road accidents and make a plan to help accident victims.
22. To prepare a plan for the conservation and preservation of national natural resources, water, increasing the fertility of land, tree plantation to get rid of pollution Greenery and sowing of herbs, and mass movement to encourage people to do this.
23. To establish blood bank for the military men and for the whole humanity particularly for the weak and poor. To organize blood test camps, to provide blood and to encourage society for free blood donation.
24. Organization of group marriage for the marriageable poor and orphaned girls and to help them in establishing their house. To help such organization in doing so.
25. To encourage different media organization (print or electronic), phone fax mail etc. for the promotion of Yog Sadhna and training to work for the goal of accomplishment of disease less corruption free India.
26. Collection and preservation of Indian archeology and ancient heritage, construction of archeology museums library, etc. organization of exhibition and all that work which is necessary for the security of culture.
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27. To make a plan for the preservation of dumb animals and to make program for the reserves of such animals where they can roam freely. And to attempt for the help from government and organization which are working in this field.
28. Provision of free of cost food and house to the economically weaker section of the society.
29. Raising of funds, accepting donation and gifts to realise these goals. To do business and arrangement of loans from different financial institutions. Loans from Bank and mortaging the assets to re-pay the loan.
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HISTORY OF PATANJALI YOGPEETH The Kripalu Bagh Ashram on the blessed land next to the holy Ganges, was built in 1932 by the scholarly erudite and God realized Param Pujya Swami Kripalu Dev Ji Maharaj. Concomitant with this noble struggle, Swami Kripalu Dev Ji along with another great spiritualist Swami Shraddhanand, who was the founder of the pure and chaste Hindus traditions of the GURUKUL KANGRI, organized a movement of rejuvenation of pristine Indian ancient traditions and renaissance of its glorious and hoary past whereby the country, its religion and all related aspects, covered by the gathering dust of centuries neglect, were rediscovered and extolled. It was the place where the great patriots like Sh. Rash Bihari Bose had taken shelter during their operations for freedom movements. Saint Shri Kripalu Dev Ji Maharaj was succeeded by his illustrious disciple Pujya Swami Shri Shankar Dev Ji Maharaj, well conversant with Vedic knowledge and an ardent advocate of noble human values. Swami ji founded the Trust in 1995 along with his group of disciples; yet another Philanthropist Pujya Swami Ram Dev Ji Maharaj who has dedicated his presence to augment the haloed traditions of the trust based on selfless service and dedicated quest for excellence in education, vedic learning and promotion of nationalism; he is joined by an energetic soul with an intense spirit of service, Acharya Balkrishna Ji Maharaj, also a great spiritualist & great scholar of Ayurveda and an established name in Vedic philosophy Swami Muktanand ji Maharaj Science Graduate, Vyakaranacharya along with other disciples continue to exalt the traditions and enrich the future with what the trust had enshrined and achieved in its glorious preceding years. PYP (UK) Trust is inspired by Swami Ramdev Maharaj, the world's leading, most popular, successful results-oriented yog master. He has become a household name in India owing to his ability to simplify yog techniques for the masses and validate the benefits of yog and pranayam [a series of breathing techniques] combined with asans [postures] that are part of the ancient Indian Vedic sciences. Swami Ramdev advocates the power of breath, through the practice of Pranayam, as a remedy for all ailments. He has sparked off a revolution by bringing about a divine transformation of body, mind and soul. Under his guidance, a large number of people have been alleviated from pain and suffering, thus leading healthier, more purposeful lives. Swami Ramdev's spiritual yog teachings have been internationally celebrated through televised
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classes and live sessions. His following has rapidly grown from thousands to millions worldwide. Since 2006 when Swami Ramdev made his first visit to the UK & USA in particular, his international appeal has grown many fold: PYP (UK) Trust trained yog teachers are giving their free time to raising health awareness in local communities by holding yog classes. Patanjali Yogpeeth is a 501(c)(3) nonprofit organization, the US arm of the Divya Yog Mandir Trust. Divya Yog Mandir Trust was established by P. P. Swami Baba Ramdev Ji in 1995 to promote yog and pranayam and spread its benefits as widely as possible. We hold free yog classes all over the world, have TV programs on the Aastha channel dedicated to spreading the benefits of yog, and have a center for Ayurved and Yog in Haridwar, India, which produces Ayurvedic foods and medicines. Patanjali Yogpeeth is a center of Yoga and Ayurveda therapies in Haridwar. It is built on the name of Maharishi Patanjali who invented Yoga 5000 years ago. The ashram is run under the supervision of Swami Ramdev Ji Maharaj, who has immensely contributed to promote yoga all over the world. He organizes various camps where he teaches Pranayam to hundreds of people together. The ashram offers various facilities such as Yoga Classes, natural health therapies, ayurvedic treatments, Accommodation, OPD and canteen. You can avail the benefit of these facilities in a very hygienic, clean and well maintained environment. Patanjali is a multi dimensional unit of the Divya Yog Mandir Trust which focuses on treatment and research in yoga and ayurveda. The Patanjali ypgpeeth in Haridwar is one of the popular yoga centres. People all over the world travel Patanjali for learning yoga. The institute can handle 1000 patients at a time and offers a hall for 5000 people to practice yoga. The Patanjali Yogpeeth offers accommodation for a person who wishes to stay a few days to experience or learn Yoga and Pranayam. The institute has around a hundred small rooms that are neat and clean with attached bathrooms and running hot water. The cost of room for a single is Rs 300 and for double it is Rs 400. They also offer dorm beds are at Rs 50 per person. You can reserve room at the Institute between 9 am and 6 pm. Ambulance and ICU facilities are also provided at Yogpeeth. Some patients are admitted here for long term treatment. Patients at institute can attend regular yoga classes in morning as it helps in curing their disease as well. the institute has treatment for lethal diseases such diabetes, H.B.P., angina, blockages in arteries, obesity, asthma, bronchitis, leucoderma, depression, parkinson, insomnia, - migraine, thyroid, arthritis, cervical spondalities, hepatitis, chronic renal failure, cancer, cirrhosis of liver, gas, constipation, accidity etc.
FOUNDER OF PATANJALI YOGPEETH

SWAMI SHANKAR DEV JI Swami Shankar Dev is Patron and Founder Trustee of Divya Yog Mandir (Trust) and Patanjali Yogpeeth (Trust). Born in 1930 in Almora district of Uttarakhand, he was very much keen to become a samnyasi from the very beginning of his life. He always participate in Satsanga of Sadhus and samnyasis. At the age of 15 years, in 1945, he abandoned/renounced his home with a group of samnyasis and travelled with them to various tirthas and reached Hardwar. He come in contract of great Saint Swami Kripalu Dev Ji Mahajraj in Hardwar. He is a direct disciple of Swami Kripalu Dev Ji Maharaj. He took sanyas diksha from Swami Inder Dev on Ganga Dashera 1958. Since February 1968, he is living in Vishva Gyan Mandir [Known as Kripalu Bag Ashram : Registered Office of Divya Yog Mandir (Trust)]. This is a very sacred place as it is Taposthali of Swami Kripalu Dev ji Maharaj- his guru and an active worker of freedom struggle of India. Swami Shankar Dev is a spiritual personality. He is guru of world known Yogrishi Swami Ramdev Ji Maharaj. Swami Ramdev ji Maharaj took sanyas diksha from Swami ji in 1995. He actively participates in all the activities of Ashram and Trust also.
SWAMI SHANKAR PURUSHOTTAM TIRTH JI MAHARAJ Swami Shankar Purushottam Tirth Maharaj was the Sanyas Guru of Swami Vishnu Tirth Maharaj. A Sanyas Guru is a spiritual teacher who initiates one into the system of, sanyas, or renunciation. He lived in the Siddhayoga Center of Benaras after his own initiation into Sanyas by Swami Bharati Krishna Tirth Maharaj, who was the Shankaracharya of Jagannathpuri at that time. The following is a brief account of his career. Swami Shakar Purushottam Tirth Maharaj, originally known as Shri Venukumar Chattopadhyaya, was born in Lakshmipur in the District of Tripura in East Bengal in the year 1890. His parents were religious people and this had a definite bearing on the inclinations of his mind from the beginning of his life. He also carried strong spiritual seeds accumulated by virtuous deeds in his past life. He had a natural tendency to live in the company of holy men and to be absorbed in spiritual pursuits. His mother died when he was only five years old, but he consoled his other three brothers by telling them this: "It is true that human beings have their individual mothers but there is a Divine Mother who is the mother of all. She in fact is
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the mistress of this world and is the beginning and end of all. Our mother has merged into Her. She will certainly give us the best care and remove our sufferings. Shri Venukumar, in fact, thus forgot his worldly mother and became a lifelong worshiper of Divine Mother Kali, whose blessings he sought throughout his life. After dedicating himself completely to her, he visited many holy places and stayed in a number of spiritual centers. In spite of these efforts, his desire to have a direct experience of the Divine Mother remained unfulfilled. Ultimately he received the blessings of Swami Narayan Tirth Maharaj at Madaripur who captivated him for the remainder of his life. Swami Narayan Tirth Maharaj initiated him into the Shaktipat system and he enrolled as a Brahmachari there. For eight years he served his Guru continuously with untiring labor. East Bengal is a unique country because nearly the entire area is covered by water for about eight months out of the year. To collect dry firewood, beg for food from nearby areas and provide meals for a number of guests visiting the Ashram at such a time was never an easy job. Furthermore, since his teacher was a great disciplinarian, the disciples were punished for even their smallest faults. Shri Venukumar was, however, very open minded and patient. Ultimately, Swamiji declared Venukumar to have stood successful to the test and blessed him to go out and propagate the Shaktipat system in the world. Shri Venukumar, who had come to be known as Brahmachari Atmananda Prakash, traveled far and wide and met a number of holy persons. He continued to do his spiritual practices and finally requested Sanyas initiation from Swami Narayan Tirth. Swamiji directed him to Swami Bharati Krishna Tirth of Jagannathpuri, the Shankaracharya of Govardhan Math. Swami Bharati Krishna Tirth kindly accepted Brahmachariji and named him Swami Shankar Purushottam Tirth Maharaj after initiating him into Sanyas. Swami Shankar Purushottam Tirth Maharaj laid the foundation of a center in Uttar Kashi near the bank of the Bhagirathi River. He called this center the Shankar Math. Since his following consisted mostly of people from West Bengal, Bihar and Uttar Pradesh, the disciples were worried that Swamiji would not be able to spend much time with them. Therefore, another center named Siddhiyog Ashram at Varanashi was built for him shortly after this. Swami Shankar Purushottam Tirth Maharaj initiated a number of disciples into the Shaktipat system and wrote several books in Bengali such as Yoga Wani, Japa Sadhana, and Guruvani which were later translated into Hindi. He also wrote a short treatise in English entitled Who Am I? Swamiji gave up his mortal body in 1958 in Calcutta and merged with Divine Mother Kali. The books Guru Vani and Yoga Vani have also been translated into English and are available from: Ayurveda Holistic Center in New York, USA.
SWAMI RAMDEV JI Yogar i Swami Ramdevji was born to Smt. Gulab Devi and Shri Ram Niwas in a village of Haryana. He had his early education in a village school. At the age of 14 he was admitted to the Gurukul at Kalwa (near Jind, Haryana) where under the blessed tutelage of c rya Shri Baldevji he studied Sanskrit and Yoga, and earned a postgraduate ( c rya) degree with specialization in Sanskrit Vy kara a, Yoga, Dar ana, Vedas and Upani ads, later he was very much inspired by the life and writings of Mahar i Dayanand and he thoroughly studied Saty rtha Prak a, influence on him. Quite early in his life he had his goals cut out for him, so he chose the path of celibacy and asceticism. After doing a stint of teaching Yoga, Panini's, Astadhyayi and Patanjali's Mahabhasya at Gurukuls, he set out on his journey to the Gangotri caves of lofty Himalayas , away from the distractions of mundane activities. Through deep meditation and ascetic discipline and penance he was able to develop a clear vision of the work to be done by him: 1.Propagation of yoga and Ayurveda, and 2. Reforming the social, political and economic system of India . And then luckily he met with Acharya Balkrishna, a kindred soul and a schoolmate, who was out there on a similar quest. They came together to launch upon this stupendous task from scratch. Swamiji took upon himself the onerous responsibility of demystifying and popularizing Patanjali's Yoga, while Acharyaji devoted himself to the task of restoring people's faith in the efficacy of ayurvedic system of medicine. Swamiji's main focus is on making the people ofIndia as well as of the whole world adopts yoga and Ayurveda as their lifestyle. His approach to treating ailments and disorders in pragmatic, undogmatic and nonsectarian. All persons whether Hindu, Muslim, Sikh or Christian, have the same anatomy and physiology. Therefore they can all benefit from yoga and auyrvedic therapy. He has explained in detail the benefits accruing from yoga in his two popular hindi books on the subject: gved dibh yabh mik etc. Along-side the magnetism of Mahar i. yurveda continued to exert its Patajali as an exponent of Yoga, Sanskrit Grammar and
1. Yoga Sadhana evam Yoga Chikitsa Rahasya

2.
Pranayama Rahasya
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In his yoga camps, attended by thousands of participants from all parts of the country, he emphasizes on doing eight Pranayamas (1.bhastrika 2. kapalabhati, 3. bahya/ agnisara, 4. ujjayi, 5. anulomaviloma, 6. bhramari, 7. udgitha, 8.pranava), some suksma (light) vyayamas; and some specific asanas for various ailments, as also some simple home remedies and ayurvedic medicines. Within a short span of time the results of yoga and ayurvedic therapy have not only been encouraging but also astounding. People have taken to yoga in a big way; they are doing it under the guidance of yoga teachers trained and certified by Swamiji's Patanjali Yogpeeth, and watching and following it on various Indian TV channels, like AASTHA, ZEETV, STAR, SAHARA etc. People are learning yoga from the CDs, DVDs, audio-video cassettes prepared by the yogpeeth, Swamiji has tried to explain the Yogasutras of Patanjali in simple Hindi in his bookYogadarsana. While yoga will take care of physical, mental and spiritual health, the downslide, in social, political and economic system of the country will be salvaged only through the patriotic zeal, fearlessness and strong character, of which he himself is a living example. Recently he has launched Bharat Swabhiman Movement which encompasses all the ground realities of the Indian social, political and economic scene. He has given a clarion call to the people to come forward and save the country and the democracy. He wants to see an addiction-free, vegetarian, corruption-free India , proud of its swadeshi products. His mind may be soaring in the ethereal spheres of spiritualism, but his feet are firmly planted on earth where he is very much alive to the mundane concerns such as treatment/ enrichment of soil, cow breeding/cow protection, cleaning the Ganga etc. For his epoch-making work various honours/ honorary doctorates by universities have been conferred on him in India and abroad. On the invitation of Secretary General of U.N.O., Swamiji has led the stand up programme to pass resolution against poverty eradication from the whole world, at United Nation Organisation's head-quarter in New York , on 15 october 2006. Mother and Father of Ramdev maharaj He was born as Ram Krishna to Gulabo Devi and Ram Nivas Yadav in the village Ali Saiyad Pur (Alipur) of Mahendragarh district in Haryana state of India. He was inspired by the portraits of Ram Prasad 'Bismil' and Netaji Subhas Chandra Bose that were hung in his room.[2] According to his statements in an open Yog Shivir atShahjahanpur (U.P.), when he grew up and read the autobiography of Ram Prasad 'Bismil', his mind was totally cleansed. After completing his middle education of eighth standard from Shahjadpur Haryana, he
joined Aarsh (Arya) Gurukul, Khanpur and studied Sanskrit andYoga under the guidance of Acharya Pradumn. Contemporary life and fame He shot into prominence when he started the Divya Yog Mandir Trust with the company of Acharya Bal Krishna. In 2003, Aastha TV began featuring him in its morning yoga slot. Within a few years, he had gathered a huge following. He is known for his efforts of popularizing yoga. The New York Times called him "an Indian, who built Yoga Empire, a product and symbol of the New India, a yogic fusion of Richard Simmons, Dr. Oz and Oprah Winfrey, irrepressible and bursting with Vedic wisdom". His yog-camps are attended by a large number of people in India and abroad. Swami Baba Ramdev is a famous, young, Indian yoga master who has raised a number of political, social and economic issues through his teachings, which are focused around the ancient physical art of yoga. Most of the issues raised by him demand a drastic change in the governance policies of India. Reportedly, Swami Ramdev has five goals for India governmental reform. Ramdev has founded yoga camps that are devoted to more than physical exertions. Swami Ramdev speaks to issues regarding nutrition as well and advocates that people give up drinking cold drinks and focus on tea and Indian fruit juices. One of Ramdev's popular phrases regarding these beliefs is "Cold Drinks means Toilet Cleaner." Swami Ramdev also has campaigned (as have others) against modern western farming with its use of pesticides and has spoken out against India's many "illegal" small mines. Perhaps most controversial are Ramdev's viewpoints on Indian government corruption from the standpoint of finances and "black money." Swami Ramdev wants to do away with Rs. 500 and Rs. 1000 currency notes and wants the Indian government to accept the United Nations Convention against Corruption. Swami Ramdev wants more supervision over Indian tax havens, more supervision of people's debit and credit cards and termination of Indian governmental relationships with any country seen as a tax haven country. Swami Ramdev also wants to hang Indian legislators that are involved in proven corruption. Swami Ramdev was involved in a protest against corruption in June of 2011 that was forcibly broken up by the government. Ramdev was moved outside Delhi and prohibited from entering the city for two weeks. After his removal, Swami Ramdev reportedly said he would
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continue to fast and to protest against government corruption. Swami Ramdev claims he has received death threats as a result of his activities. Swami Ramdev was born as Ram Krishna Yadav in the Haryana state of India. Swami Ramdev apparently was influenced by the autobiography of Ram Prasad 'Bismil', claiming he was "totally cleansed." As a teenager, Swami Ramdev joined Aarsh (Arya) Gurukul, Khanpur and studied Sanskrit and Yoga under Achary Pradumn. Eventually Swami Ramdev entered the Sanyas , became known as Swami Ramdev and began offering yoga services to in the Kalva Gurukul of Jind district. For a while, Swami Ramdev went to the caves of Himalaya to practice meditation in solitude. Leaving the Himalaya's, Swami Ramdev began the Divya Yog Mandir Trust and eventually created a morning TV program for yoga. Swami Ramdev was such a success that he was even written about internationally with such publications as The New York Times calling him "an Indian, who built Yoga Empire, a product and symbol of the New India, a yogic fusion of Richard Simmons, Dr. Oz and Oprah Winfrey, irrepressible and bursting with Vedic wisdom. Swami Ramdev began to found yoga-camps that became popular as well. Ramdev's Yog Sandesh journal is reportedly published in 11 languages and reaches more than one million readers. Later Swami Ramdev bought a Scottish Island for a wellness retreat. Ramdev has also lately expanded into politics, campaigning against corruption in the Indian government. Swami Ramdev claims however to have no urge for elected office or even to start a political party. Ramdev spent many years undertaking an study of ancient Indian scriptures. At the same time, he also practiced intense self-discipline and meditation. In 1995, Ramdev established Divya Yoga Mandir Trust with Acharya Karamveer and Acharya Balkrishna. Acharya Karmaveer is well-versed in Yoga and Veda while Acharya Balkrishna is a physician with a degree in Ayurveda. He has also founded the Patanjali Yogpeeth Trust, an institution for treatment and research in Yoga and Ayurveda, in Haridwar. The trust provides several free services to all visitors. Ramdev has taught several aspects of traditional Indian scriptures such as Ashtadhyayee, Mahabhashya and Upanishads along with six systems of Indian Philosophy in various Gurukuls. He has helped establish Gurukuls in Kishangarh, Ghashera, and Mahendragarh in India.
Awards and recognitions In January 2007, KIIT University awarded Swami Ramdev with an Honorary Doctorate degree in recognition of his efforts at popularizing the Vedic science of Yoga. The degree was presented to him in a ceremony presided over by the respected scientist and Nobel laureate Richard Ernst. Claims of curing AIDS In December 2006, press reports claimed that Ramdev had made claims of being able to use Yoga to cure AIDS. A website promoting his products states that the CD4 cell count in some AIDS patients has improved after practising Yoga. This statement was translated by certain journalists as claiming a cure for AIDS. As a consequence of these press reports he was sent a cease and desist order by the Indian Union Health Ministry and threatened legal action from medical NGOs. Ramdev responded by saying that he had been misquoted. His position was that Yoga and Ayurveda together can alleviate the suffering from AIDS, not cure it. He also added that Yogic education was preferable over sex education in response to the AIDS crisis. Claims of curing Cancer Other press reports quoted him as claiming to have a cure for cancer of the breast, liver, prostate, uterus, pituitary gland, brain tumors and leukemia by practicing the seven breathing exercises. They also said that he claimed to have documented proof of his successes. He teaches Pranayama which is a series of techniques for breath control that were developed as a part of the ancient Indian system of Yoga. Heretofore, these techniques were often thought of as being esoteric and complex and portrayed as being unsuitable for lay people. Consequently, their use was often limited to advanced practitioners of Yoga and undertaken only under the strict supervision of an experienced teacher. Swamiji has worked diligently to break these barriers and help make the practice of Pranayama achievable by the ordinary layperson. He has devised a set of six simple Pranayama breathing exercises as listed in the section below. These techniques have been readily embraced by the general public as evidenced by the following facts.
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ACHARYA BALKRISHNA JI ch rya Balkrishna, a great scholar of yurveda, sanskrit language and grammar, and the
Vedas, was born to Smt. Sumitra Devi and Shri Jay Vallabh. A simple and unassuming versatile genius, he is the chief architect of the visionary planning of Swami Ramdev. Equally well versed in Yoga and chance meeting in the Gangotri caves. Balkrishnaji studied S khya yoga, yurveda, Sanskrit language, P inis A dhy y , yurveda, he is an able and sincere collaborator in all the projects and ventures launched by Swami Ramdevji, ever since their
Vedas, Upani ads and Indian philosophy under the guidance of Sampurnanand Sanskrit Vishwavidyalaya, Varanasi.
c rya Shri Baldevji in the
Gurukul at Kalwa (near Jind, Haryana) and obtained his postgraduate ( c rya) degree from,
During his journey and austere penance in the Himalayas he was able to explore four rare and extinct a avarga plants used as ingredients in the preparation of cyavanapr a, an yurvedic tonic. He is also credited with discovering the saj van b t of legendary fame. As the head of all the medical institutions and chikitsalayas (Hospitals and clinics) functioning under the aegis of Patajali Yogpeeth he is mainly focused on the research and development of yurveda to make it complete successfully with the modern medical science. He has been able to cure lacs of patients at his Brahmakalpa Chikitsalaya of a number of stubborn, chronic and incurable diseases like diabetes, rheumatism, osteo-arthritis, gout (rheumatism and arthritis), migraine, cervical spondylitis, respiratory disorders, asthma, cancer, nervous disorder, heart disease, brain diseases, etc. Yoga and treatments have been documented by yurveda have combined wonderfully in the treatment of these diseases at a very nominal/ affordable price.These successful c ryaji in his renowned book: Yoga In Synergy With Medicial Science. Another very popular book written by him is Aushadh Darshan, a handy pharmacopeia of ayurvedic and home remedies. At the Department of Medical Science In Yoga & yurveda at Patajali Yogpeeth, Hardwar,
he has got a team of 70 physicians to assist him. Besides, more than a thousand vaidyas ( yurvedic physicians) in India and abroad are treating patients under his guidance. With a view to ensuring the efficacy of yurvedic treatment it was necessary to make pure and high quality medicines available to patients at an affordable price.
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c ryaji took up the challenge and founded Divya Pharmacy where
yurvedic medicines
with national and international certifications are manufactured with modern packaging. To ensure that only genuine ingredients are used in the Divya Pharmacy medicines, Patajali Herbal Park grows 450 medicinal plants (some of them very rare) under the overall supervision of c ryaji. As a part of swamijis Bharat Svabhiman Movements emphasis on using swadeshi goods, things of daily use like tooth powder, tooth paste, hair oil, soap, shampoo, beauty creams etc. are produced in Divya Pharmacy & Patajali Ayurved Ltd. with yurvedic ingredients and yurvedic formulas. Another aspect of his multi-faceted genius and personality is his knowledge and experience in the managerial, administrative and engineering fields, which has been admired by one and all in India and abroad. The awesomely impressive look and layout of Patajali Yogpeeth buildings is a living testimony to his grand futuristic concepts. His editorial skills can be seen in Yog Sandesh where as Chief Editor he is propagating yoga and yurveda for the mental, physical and spiritual health of people. All his activities are inspired by this dictum of Bhagavad Gita.
SWAMI MUKTANANDA JI Swami Muktanand ji born in July 1956, in West-Bengal, Swami Muktananda is the Treasurer and Founder Trustee of Patanjali Yogpeeth (Trust). He is fully associated with all the activities of Divya Yog Mandir (Trust). He is a scholar of Sanskrit with attainment of higher proficiency in the subject. He is a post-graduate of Sanskrit and a graduate of science with Mathematics. He got his Sanskrit education in the prestigious Sanskrit Gurukul Kalva (Haryana) under the able guidance of well known guru (personality) in the field of Sanskrit, Acharya Baldev. He had been teaching graduate and post-graduate classes of Sanskrit for more than seven years. He is well versed with the working of educational institutions. Presently he daily teaches Vedas other Sanskrit scriptures and Grammer to samnyasis and other scholars. He is keenly interested in spiritualism. He is an old and close associate of Swami Ramdev ji Maharaj. He is a nestik Brahamchari (samnyasis). He has very deep knowledge of herbs. Many times, he visits hilly tracks of Uttarakhand and Himachal Pradesh for identification of herbs. He took part in investigation and research for identification of Asthavarg for years.
Swami Muktanand ji is actively participating in the production of medicines in Divya Pharmacy- a unit of Divya Yog Mandir (Trust). He has specialization in preparation of Chyavan Prash and Amrit Rasayan. He has more than fifteen years experience in preparation of medicines and identification of herbs. From all indication Swami Muktananda helped thousands of people in his day - a fact that even disillusioned ex-devotees don't dispute. However, the last few years of his life saw a proliferation of abuses which are only now coming to light William Rodarmor; a former lawyer, park ranger, wilderness trip leader and presently a graduate student at the University of California at Berkeley journalism school has spent months interviewing former and current followers of Muktananda for this investigative article. CQ independently contacted his major sources and confirmed the authenticity of their quotes and allegations. Baba Muktananda said he was a Siddha, the representative of a centuries-old Hindu lineage. According to his official biography, he wandered across India as a young man, going from teacher to teacher, living the chaste, austere life of a monk. In Ganeshpuri, near Bombay, he became the disciple of Nityananda, a Siddha guru of awesome yogic powers. After years of meditation, Muktananda experienced enlightenment. When Nityananda died in 1960, Muktananda said the guru passed the Siddha mantle to him on his deathbed, though some of Nityananda's followers in India dispute the claim. When Muktananda himself died, a sympathetic press still saw him as a spiritual Mr. Clean, and his two successors, a brothersister team of swamis, continue to draw thousands of people searching for higher consciousness. To most of his followers, Muktananda was a great master. But to others, he was a man unable to live up to the high principles of his own teachings. "When we first approach a Guru," Muktananda wrote, "we should carefully examine his qualities and his actions. He should have conquered desire and anger and banished infatuation from his heart." For many, that was a warning that was understood too late.
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HISTORY OF YOGA AND AYURVED IN INDIA

Ayurveda , the science of life, prevention and longevity is the oldest and most holistic medical system available on the planet today. It was placed in written form over 5,000 years ago in India, it was said to be a world medicine dealing with both body and the spirit. Before the advent of writing, the ancient wisdom of this healing system was a part of the spiritual tradition of the Sanatana Dharma (Universal Religion), or Vedic Religion. VedaVyasa, the famous sage, shaktavesha avatar of Vishnu, put into writing the complete knowledge of Ayurveda, along with the more directly spiritual insights of self realization into a body of scriptural literature called the Vedas and the Vedic literatures. Ayurveda , the science of life, prevention and longevity is the oldest and most holistic medical system available on the planet today. It was placed in written form over 5,000 years ago in India, it was said to be a world medicine dealing with both body and the spirit. Before the advent of writing, the ancient wisdom of this healing system was a part of the spiritual tradition of the Sanatana Dharma (Universal Religion), or Vedic Religion. VedaVyasa, the famous sage, shaktavesha avatar of Vishnu, put into writing the complete knowledge of Ayurveda, along with the more directly spiritual insights of self realization into a body of scriptural literature called the Vedas and the Vedic literatures. body and to foster
longevity. The Atharva Veda lists the eight divisions of Ayurveda: Internal Medicine,
Surgery of Head and Neck, Opthamology and Otorinolaryngology, Surgery, Toxicology, Psychiatry, Pediatrics, Gerontology or Science of Rejuvenation, and the Science of Fertility. The Vedic Sages took the passages from the Vedic Scriptures relating to Ayurveda and compiled separate books dealing only with Ayurveda. One of these books, called the Atreya Samhita is the oldest medical book in the world! The Vedic Brahmanas were not only priests performing religious rites and ceremonies, they also became Vaidyas (physicians of Ayurveda). The sage-physician-surgeons of the time were the same sages or seers, deeply devoted holy people, who saw health as an integral part of spiritual life. It is said that they received their training of Ayurveda through direct cognition during meditation. In other words, the knowledge of the use of various methods of healing, prevention, longevity and surgery came through Divine revelation; there was no guessing or testing and harming animals. These revelations were transcribed from the oral tradition into book form, interspersed with the other aspects of life and spirituality. What is fascinating is Ayurveda's use of herbs, foods, aromas, gems, colors, yoga, mantras, lifestyle and surgery. Consequently Ayurveda grew into a respected and widely used system of healing in India. Around 1500
B.C., Ayurveda was delineated into eight specific branches of medicine. There were two main schools of Ayurveda at that time. Atreya- the school of physicians, and Dhanvantari the school of surgeons. These two schools made Ayurveda a more scientifically verifiable and classifiable medical system. People from numerous countries came to Indian Ayurvedic schools to learn about this world medicine and the religious scriptures it sprang from. Learned men from China, Tibet, the Greeks, Romans, Egyptians, Afghanistanis, Persians, and more traveled to learn the complete wisdom and bring it back to their own countries. Ayurvedic texts were translated in Arabic and under physicians such as Avicenna and Razi Sempion, both of whom quoted Indian Ayurvedic texts, established Islamic medicine. This style became popular in Europe, and helped to form the foundation of the European tradition in medicine. In 16th Century Europe, Paracelsus, who is known as the father of modem Western medicine, practiced and propagated a system of medicine which borrowed heavily from Ayurveda. There are two main re-organizers of Ayurveda whose works are still existing in tact today Charak and Sushrut. The third major treatise is called the Ashtanga Hridaya, which is a concise version of the works of Charak and Sushrut. Thus the three main Ayurvedic texts that are still used today are the Charak Samhita (compilation of the oldest book Atreya Samhita), Sushrut Samhita and the Ashtangha Hridaya Samhita. These books are believed to be over 1,200 years old. It is because these texts still contain the original and complete knowledge of this Ayurvedic world medicine, that Ayurveda is known today as the only complete medical system still in existence. Other forms of medicine from various cultures, although parallel are missing parts of the original information. The true history of Ayurveda starts from the time of the Holy books, the Vedas. Ancient mythology contends that the concept and essence of Ayurveda was revealed by the creator of the world himself.
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There are four Vedas. They are

y y y y
Rigveda Yajurveda Samaveda Atharvaveda
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. Many of these sages were learned saints who devoted their life to understanding the world. Aryavarta, the native land of Aryans, covers a large area surrounding the Himalayas and is believed to be the place where the Rishis and Munis lived. At present it covers areas in countries like Nepal, India, Pakistan, Bhutan and Tibet. The civilizations of these countries are deeply influenced by the unique intellectual contributions of these Rishis and Munis. The practical tenets of Ayurveda are divided into eight sections or branches. These sections include:
y y y y y y y y
Internal medicine, Surgery, Organic medicine, Pediatrics, Toxicology, Rejuvenating remedy, Aphrodisiac remedies and Spiritual healing.
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 specialized 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 civilization to the modern world. History is sometimes understood by the trail the present leaves in its wake. Documented references to the exact timing of the genesis of Ayurveda are not available. The era of Ayurveda has been established on the basis of linking the facts with other disciplines as well. Ayurveda is supposed to have been first compiled as a text by Agnivesha, in his book Agnivesh Tantra, which was written during Vedic times. The book was later reworked by Charaka, and renamed as Charaka Samhit (encyclopedia of the physician Charaka). Other early texts of Ayurveda include the Charaka Samhit and the Sushruta Samhit . Earlier education happened through chanting of verses by teachers and remembering by students. This is known as Gurukul. Here also the system was to orally transfer via the Gurukul system until a script came into existence. Understandably the very first scripts would have been written on fragile materials such as Taalpatra and Bhojapatra, which could not be readily preserved. The script was afterward engraved on stone and copper sheets. Verses dealing with Ayurveda are included in the Atharvaveda, which means that some form of Ayurveda is as old as the Vedas. Ayurvedic practices have also evolved over time, and some practices may be considered innovations upon earlier Vedic practices, such as the advances made during the Buddhist period in India. Hindu religion attributes the genesis of Ayurveda to several theories in which the knowledge is said to have been passed on from being to being, at first, through its realisation by the divine sages, and gradually into the human sphere by a multifaceted system of mnemonics. Particulars of Ayurvedic traditions differ between writers, as is expected when oral traditions are transcribed from numerous sources. The earliest authors of Ayurvedic manuscripts recorded different forms of the custom.
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Historical Evidence The record of native Indian medical science is almost certainly as old as the Indus Valley Civilisation dating back to 3000 BC. The carefully planned cities of Harappa and Mohenjodaro point not only to Indias wealthy cultural legacy but also to its superior systems of sanitation and health care. The remnants of deer antler and bitumen found in Harappa give evidence to the existence of a medical science. It was between 1200 and 700 BC, that the four sacred Vedas were composed. References to diseases, herbs and herbal cures can be seen in all the four Vedas particularly in the Rig Veda. The Atharva Veda has numerous hymns lauding herbs. A lot of plants were worshipped as deities and called upon by chants. There were also loads of Mantras (invocations) to battle jaundice, consumption and hereditary diseases among others. The Atharvan hymns recited for the cure of diseases were acknowledged as Bhaishajyams and those for achieving durability and success were called Ayushyams. These hymns, especially the Ayushyams are considered to be the groundwork for progress in later medicine. Development Metals were being used extensively when ayurvedic practice was booming during the time of Buddha (around 520 BC), and in this period the Ayurvedic practitioners were frequently using Mercuric-sulphur mixture based medicines. During this period mercury, sulphur and other metals were used in combination in the company of herbs to arrange diverse medications. A significant Ayurvedic practitioner of this period was Nagarjuna, a Buddhist herbologist, famed for inventing various new drugs for the treatment of ailments.Nagarjuna was with Surananda, Nagbodhi, Yashodhana, Nityanatha, Govinda, Anantdev, Vagbhattaetc. The information of Ayurveda progressed a lot all through this period, including progress of newer and more successful medicines, and is therefore named the Golden Period of Ayurveda. Following victory at Kalinga War, Emperor Ashoka (304 BC-232 BC) prejudiced by Buddhist wisdom, debarred bloodshed in his monarchy in 250 BC. Hence several Ayurveda practitioners, who were involved in surgery alongside medicine, left the surgical intrusion and adopted entirely fresh curative treatments. During this time, Ayurveda for a second time developed and prospered with the creation of new drugs, new methodology and new innovations. The practice of the accompanying surgery slowly died out during this period.
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throughout the administration of a famous monarch Chandragupta Maurya (375-415 AD), Ayurveda was part of conventional Indian therapeutic techniques, and continued to be so till the colonisation by the British.Chakrapani Dutta (DuttaSharma) was a Vaid Brahman of Bengal who composed books on Ayurveda such as "Chakradutta" and others. Chakrapani Dutta was the Rajavaidya of Great King Laxman Sen {some says rajVaid of King Nayapala (1038 - 1055)}. It is supposed by some practitioners that Chakradutta is the fundamental nature of Ayurveda.The Indians, have for all time conserved Ayurveda as a conventional science of life, regardless of mounting adoption of European medical techniques during the time of British rule. For more than a few decades the standing and skills of the a variety of Ayurvedic schools declined noticeably as Western medicine and Western-style hospitals were built. However, in the 1970s, a gradual acknowledgment of the value of Ayurveda returned, and at present Ayurvedic hospitals and practitioners are thriving all across India. At the same time, the production and promotion of Ayurvedic herbal medicines has spectacularly increased, as well as scientific records of benefits. Today, Ayurvedic medicines are obtainable throughout the globe. Gurukul system of Ayurveda Long time back, in the days prior to its commencement, the records of Ayurvedic medicine was verbally transmitted via the Gurukul system until a written script came into being. In this structure, the Guru gave a serious lecture where he asked the students to follow a life of chastity, truthfulness, and vegetarianism. The student was to strive with all his being to heal the sick. He was not to betray patients for his own advantage. He was required to wear modest outfits and stay away from alcohol or drugs. He was to be unruffled and selfcontrolled, calculated in speech at all times. He was to continuously develop his comprehension and scientific skills. At the patient's house, he was to be well mannered and unpretentious, directing all concentration to the patient's well being. He was not to reveal any knowledge about the patient and his family. If the patient was not curable, he was to keep this to himself if it was likely to hurt the patient or others. The average length of the student's education appears to have been seven years. Before graduation, the student was to pass a test. But the physician was to keep on to learning through texts, direct observation (pratyaksha), and through deduction (anum na). At the same time, thevaidyas was present at meetings where information was exchanged. The
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practitioners too gained awareness of extraordinary remedies from common people who were outside the community such as hills men, herdsmen, and forest-dwellers. Tridosha System There are many concepts of Ayurveda. One of the main, which can be called the central concept of Ayurvedic medicine, is the hypothesis that health exists when there is equilibrium between three primary physical humours or doshas called Vata, Pitta and Kapha. Vata is the impulse principle necessary to mobilize the function of the nervous system Pitta is the energy principle which uses bile to direct digestion and hence metabolism into the venous system. Kapha is the body fluid principle, which relates to mucous, lubrication and the carrier of nutrients into the arterial system. All Ayurvedic physicians consider that these olden ideas, based on the knowledge discovered by the Rishis (sages) and Munis, survive in agreement with physical actuality. These Ayurvedic ideas allow physicians to examine the homeostasis of the total system. People may be of a major dosha or constitution, but all doshas have the basic elements within them. Ayurveda is a holistic system of medical science and is the oldest healing science which is almost 5000 years old. Ayurveda contains two Sanskrit words: Ayu which means life or lifespan and Veda meaning knowledge (The Science of Life). This system of medicine was shaped in the ancient lands of India. Hindu Vedas consider Ayurveda as a gift of Gods to mankind which was communicated to the saints and sages of India through deep meditation. Veda Vyasa, one of the greatest sages of India is considered to have written the Vedas for the first time. These Vedas have topics on health and the use of various herbs to cure the diseases. The four main Vedas are Rig, Sama, Yajur and Atharva Veda (Ayurveda which means The Science of Life is a subsection of the Atharva Veda). In the beginning only Brahmins learnt the principle of healing and were considered as physicians. However, with time this changed and people from other castes also learned this art of healing and the specific term vaidya was brought into use for these practitioners. Around 1500 B.C. the use of ayurveda increased for treating various diseases and it was divided into eight specific branches of medicine. In addition Atreya- the school of physicians
and Dhanvantri- the school of surgeons originated. The Chinese, Tibetans, Greeks, Romans, Egyptians, Afghanistanis, and Persians came to India to learn ayurvedic principles of healing and treatment. Ayurvedic texts were translated in Arabic and these were used by physicians such as Avicenna and Razi Sempion, to establish Islamic medicine. Besides this, Ayurveda became popular in Europe as well and it formed the foundation of the European tradition in medicine. Paracelsus, the father of modem Western medicine (1600 AD) has also adopted from ayurveda (in the system of medicine that he practiced). In the past few centuries ayurveda went through a period of decline in India (specifically during the period of British rule). During this period it became the second option for treatment used mostly by traditional spiritual practitioners and the poor. After independence, ayurveda started to gain importance again and several schools have been established sin ce then. Ayurveda is based on the fundamental principle that to prevent and treat illness, maintaining a balance in the body, mind, and consciousness through proper drinking, diet, and lifestyle, as well as herbal remedies, is essential. Even today ayurvedic medicine maintains its holistic approach to health and treatment of diseases. The branches of modern ayurveda include:
y y y y y y y y
Principles of preventive healthcare for the entire family (kulam svastyam kutumbakam). Treatment of addictions (sangakara chikitsa). Purification and rejuvenation treatments (panchakarma chikitsa). The ayurvedic approach to diet and weight loss (sthaulya chikitsa) Musculoskeletal system treatments (vatavyadhi chikitsa). Promotion of self-healing and resistance to disease (svabhaavoparamavaada). Male and female infertility (vajikarana). Beauty and cosmetic treatments for men and women (saundarya sadhana). Since the mid 70s the popularity of ayurveda has steadily increased in the developed nations (USA and Europe). In these countries it is included in the alternative and complementary therapies and is often used along with conventional (prescription) medications for treatment of chronic illness such as joint problems and skin problems. People from these developed countries have been coming to ayurvedic schools to learn its principles of healing and treatment.
History of yoga in India The existence of the Vedas marks this period. The Vedas is the sacred scripture of Brahmanism that is the basis of modern-day Hinduism. It is a collection of hymns which praise a divine power. The Vedas contains the oldest known Yogic teachings and as such, teachings found in the Vedas are called Vedic Yoga. This is characterized by rituals and ceremonies that strive to surpass the limitations of the mind. During this time, the Vedic people relied on rishis or dedicated Vedic Yogis to teach them how to live in divine harmony. Rishis were also gifted with the ability to see the ultimate reality through their intensive spiritual practice. It was also during this time that Yogis living in seclusion (in forests) were recorded. The creation of the Upanishads marks the Pre-Classical Yoga. The 200 scriptures of the Upanishads (the conclusion of the revealed literature) describe the inner vision of reality resulting from devotion to Brahman. These explain three subjects: the ultimate reality (Brahman), the transcendental self (atman), and the relationship between the two. The Upanishads further explain the teachings of the Vedas. Yoga shares some characteristics not only with Hinduism but also with Buddhism that we can trace in its history. During the sixth century B.C., Buddha started teaching Buddhism, which stresses the importance of Meditation and the practice of physical postures. Siddharta Gautama, the first Buddhist to study Yoga, achieved enlightenment at the age of 35.Later, around 500" class "related products container" B.C., the Bhagavad-Gita or Lord's Song was created and this is currently the oldest known Yoga scripture. It is devoted entirely to Yoga and has confirmed that it has been an old practice for some time. However, it doesn't point to a specific time wherein Yoga could have started. The central point to the Gita is that - to be alive means to be active and in order to avoid difficulties in our lives and in others, our actions have to benign and have to exceed our egos. Just as the Upanishads further the Vedas, the Gita builds on and incorporates the doctrines found in the Upanishads. In the Gita, three facets must be brought together in our lifestyle: Bhakti or loving devotion, Jnana which is knowledge or contemplation, and Karma which is about selfless actions. The Gita then tried to unify Bhakti Yoga, Jnana Yoga, and Karma Yoga and it is because of this that it has gained importance. The Gita was a conversation between Prince Arjuna and God-man Krishna and it basically stresses the importance of opposing evil.
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The Classical Period is marked by another creation - the Yoga Sutra. Written by Patanjali around the second century, it was an attempt to define and standardize Classical Yoga. It is composed of 195 aphorisms or sutras (from the Sanskrit word which means thread) that expound upon the Raja Yoga and its underlying principle, Patanjali's Eightfold path of Yoga (also called Eight Limbs of Classical Yoga). These are: 1. Yama, which means social restraints or ethical values; 2. Niyama, which is personal observance of purity, tolerance, and study; 3. Asanas or physical exercises; 4. Pranayama, which means breath control or regulation; 5. Pratyahara or sense withdrawal in preparation for Meditation; 6. Dharana, which is about concentration; 7. Dhyana, which means Meditation; and 8. Samadhi, which means ecstasy. Patanjali believed that each individual is a composite of matter (prakriti) and spirit (purusha). He further believed that the two must be separated in order to cleanse the spirit - a stark contrast to Vedic and Pre-Classical Yoga that signify the union of body and spirit. Patanjali's concept was dominant for some centuries that some Yogis focused exclusively on Meditation and neglected their Asanas. It was only later that the belief of the body as a temple was rekindled and attention to the importance of the Asana was revived. This time, Yogis attempted to use Yoga techniques to change the body and make it immortal. At this point, we see a proliferation of literature as well as the practice of Yoga. Post-classical Yoga differs from the first three since its focus is more on the present. It no longer strives to liberate a person from reality but rather teaches one to accept it and live at the moment. Yoga was introduced in the West during the early 19th century. It was first studied as part of Eastern Philosophy and began as a movement for health and vegetarianism around the 1930's. By the 1960's, there was an influx of Indian teachers who expounded on Yoga. One of them was Maharishi Mahesh, the Yogi who popularized Transcendental Meditation. Another one is a prominent Yoga Guru Swami Sivananda. Sivananda was a doctor in Malaysia and he later opened schools in America and Europe. The most prominent of his works is his modified Five Principles of Yoga which are:
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1. Savasana or proper relaxation; 2. Asanas or proper exercise; 3. Pranayama or proper breathing; 4. Proper diet; and 5. Dhyana or positive thinking and Meditation Sivananda wrote more than 200 books on Yoga and Philosophy and had many disciples who furthered Yoga. Some of them were Swami Satchitananda who introduced chanting and Yoga to Woodstock; Swami Sivananada Radha who explored the connection between psychology and Yoga, and Yogi Bhajan who started teaching Kundalini Yoga in the 70's. The history of yoga in India is long yet copious with its pregnant past. In the Indian yogic culture, the first yogic Guru or the Adi Guru is regarded as Lord Shiva. Shiva in yogic practice is known as the relentless mediator and is depicted as sitting in elongated state of deep serene in an undisturbed meditation. The ideal Yogi Shiva with his spiritual practices, encased amidst his incredible spiritual abilities has offered the concept of yoga a celestial tinge. However realistically the seal of Mohenjodaro (3000 B.C.) in the Indus Valley Civilisation, depicting the yogic posture of Shiva sitting in a meditative pose, is believed to be the oldest record of existence of Yoga in the mystic land. From this seal, the history of Yoga can be traced back to age of Indus valley and it is assumed that Indus people were aware of yoga. Yoga is even mentioned in the earliest literature, the Vedas. The principles of Yoga are mentioned in the four Vedas, namely the Rigveda, Samaveda, Yajurveda and Atharvaveda. In the history of Yoga, the term Yoga was probably first used in the Rigveda, then in the Yajurveda and Atharvaveda and also in such later Vedic works as the Satapath. Since nature is the base for these Upanishads, so it is certainly not an overstatement to say that the technique of yoga such as asana and kriyas developed from nature. Meditation on the sacred syllable OM and the idea of controlling the respiratory system as an aid to the process of meditation seems also to belong to the very early period. A suggestion is even made in the Atharvaveda that the Atharvan already knew something about the importance and control of breath and the vital forces. A systematic treatment of the many existing yoga practices were made available in the Maitrayani Upanishad. It discloses the six- fold (Sadanga) Yoga consisting of Pranayama or control of bio - motor force; Pratyahara or abstraction; Dharna or
concentration; Dhyana or meditation; Tarka or an examination whether the mind has become transformed in its objects or not and Samadhi or trance. Yoga in India started as a part of living and also as a part of Indian culture. During the ancient period, Yoga was a secret system, only known by a few. It was practiced within a small community because the authentic Yogis were afraid that Yoga would fall into wrong hands and would be misused. During the Vedic period, the tendency of Indian sage was to overcome the physical inconveniences created by the forces of Nature. Thus instead of putting on clothes for protecting himself against the external heat or cold, the yogis would rather prefer to temper his body in such a way that he might beat them peacefully or absolutely overcome them. This method of least conflict invariably called for self-denials, which consisted in acts of "yoking or harnessing" his desires and senses and also in "achieving the unachieved". However Yoga Sutras by Maharshi Patanjali written in the 5th century BC is the foundational text for Yoga which amidst its antiquity is still regarded as the fundamental text of Yoga. All yoga as practiced today is based on the Patanjali Yoga Sutras. Historically, it is believed that Maharshi Patanjali may have lived in around 500 BC to 2000 BC and Patanjali has written on mainly three subjects namely, grammar, medicine and yoga. Patanjali`s three works together deal with man`s development as a whole in thought, speech and action. The Patanjali Yoga Sutras is divided into four chapters or padas namely Samadhi pada (on contemplation), Sadhana pada (on practice), Vibhuti pada (on properties and powers) and Kaivalya pada (on emancipation and freedom). These chapters cover art, science and philosophy of life. There are around 196 sutras in the Patanjali yoga sutras. These sutras are absolutely compact, accurate, reflective and devout in approach. Each sutra of the Patanjali yoga sutra is enlightening and is filled with prosperity of knowledge and wisdom. This knowledge is bestowed upon its aspirants (sadhaka). Patanjali has documented the Patanjali yoga sutra in such a way that it can be reasonable to all and sundry. The Patanjali yoga sutra state, through proper practice one can radiate goodwill, friendliness and compassion. The four chapters or padas of the yoga sutras correspond to the four stages of life. The ultimate achievement of following the path of Patanjali yoga sutra is to experience the effortless, indivisible state of the prophet.
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These Sutras need to be understood keeping in mind the time and culture in which these were written. In those days printing was unknown, thus the need of brevity has been taken care of by Patanjali remarkably well. Each Sutra is meaningful if looked at individually and also these Sutras are connected with each other thus complementing each other very well. The masterly manner in which Patanjali Yoga Sutra has been compounded reveal the fact that as a Yogi Guru, Patanjali was of a very high order who had personal and practical knowledge of all Yoga Techniques. Comprehending well the human mind Patanjali has written the four chapters on yoga sutras which still echoes the contemporaneity of yoga whilst pounding the history of yoga, both as a practice and even as a subject. The Patanjali yoga Sutras were associated with the traditional writings of Samkhya Philosophy. Samkhya is based on classifying the external world into 25 categories. It is founded on the belief of three Gunas and how they affect the Prakurti and Purusa in the world. There have been 30 ancient commentaries written about the Sutras, 500 years after they were published. The major commentators are - Vyasa, Bhikshu and Vacaspati Misra (8th Century A.D.). Yoga at that time was known in forms of Hatha Yoga, Mantra Yoga, Laya Yoga and Raja Yoga. Towards the end of the 9th Century and the beginning of 10th Century A.D. was the time of Goraksanatha. He was the follower of Matsyendranatha (middle to end of 9th Century A.D.) who was one of 84 Siddhas of the Natha Sect. Goraksanatha "reformed" Yoga and made it systematic. This turned a new chapter in the history of yoga. Goraksanatha wrote several books on "Hatha Yoga" and popularised certain Asanas and ratios in Pranayamas. >In the history of Yoga, there continued to be more writings on Hatha Yoga including a famous treatise, Hathayogapradipika by Svatmarma in 14th Century A.D. A new concept in the history of yoga was indicated later by Swami Vivekananda who focused on Rajayoga, Jnanyoga, Bhaktiyoga and Karmayoga. Vivekananda thought that Yoga should be brought to the Modern Society hence initiated the speedy ontogeny of yoga as a concept. Finally came Paramahansa Madhavadasji period in the history of yoga. He was a Bhakti Yogi and traveled around India eleven times in order to learn and exchange information with other connoisseurs about Yoga.
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In contemporary days, yoga aims at improving health to achieving Moksha. Within Jainism and the monist schools of Advaita Vedanta and Shaivism, yoga takes the form of Moksha, which is liberation from all worldly suffering and the cycle of birth and death (Samsara). There is a realisation of identity with the Supreme Brahman in the modern concept of Yoga. Yoga is a spiritual practice that was developed in India about 5,000 years ago. In ancient times, the desire for greater personal freedom, health, long life, and heightened selfunderstanding gave birth to this system of physical and mental exercise which has since spread throughout the world. The early writings on yoga were inscribed on the fragile palm leaves that can be easily damaged, destroyed or lost. The Yoga also finds its place in the scriptures of the Vedas and Upanishads. The ancient yogis or saints originally performed the India's ancient Vedic religion, which emphasized mainly on rituals. But as the time approaches, these yogis want a direct spiritual experience and not symbolic ritual. So they developed yoga. Taking into account the interrelationship between body and mind, the yogis formulated a unique method for maintaining this balance. This method combines all the movements with various breathing and meditation techniques that ensure peace of mind and physical health. According to the yogis, true happiness, liberation and enlightenment comes from union of the divine consciousness known as Brahman with the self. Lord Shiva who is also called yogpurush is believed to be the first master of Yoga and nature cure. The history of Yoga can be divided into four main periods which are the pre-classical period, classical period, postclassical period and modern period. During the pre-classical period, the Yoga was developed by the Indus-Sarasvati civilization in the northern India. The word "Yoga" was mentioned first of all in the Rig Veda, the oldest sacred texts. Yoga was slowly refined and developed by Vedic priests, who documented their practices and beliefs in the Upanishadas. One of the most famous scriptures is the Bhagavad Gita which was composed around 500 B.C. The Upanishads took the idea of ritual sacrifice from the Vedas and modified it. The Vedic priests mainly believe in teaching the sacrifice of the ego through self-knowledge, action (karma yoga) and wisdom (jnana yoga). During the classical period, the first systematic presentation of yoga was made in the Patanjali's yoga sutras. These yoga sutras were written in the second century and describes the path of Raja Yoga, which is known as "classical yoga". Patanjali is often considered as
the father of yoga and his yoga-sutras still strongly influence all styles of modern yoga. In Patanjali, the art of yoga is divided into an "eight limbed path" that contain the steps to obtain the enlightenment. During the post-classical period, the teachers of yoga created a system of practices that was designed to rejuvenate the body and life. They rejected the teachings of the ancient Vedas and developed the Tantra Yoga, with various techniques to cleanse the body and mind. Thus, these body centered practices further led to the creation of Hatha Yoga. During the period 1800 and 1900, the teachers of yoga started travelling to the west, to attract the followers. In the 1920, Hatha Yoga was strongly promoted in India by Mr. T. Krishnamacharya. Shri Krishnamacharya traveled through India and give demonstration of various yoga postures and opened the first Hatha Yoga school. B.K.S. Iyengar, T.K.V. Desikachar and Pattabhi Jois were the three students of Shri Krishnamacharya who continued his legacy and increase the popularity of Hatha Yoga. The importation of yoga in the west still continued until Indra Devi opened her yoga studio in Hollywood in 1947. Since then, various other western and Indian teachers became the pioneers who popularized the Hatha Yoga and gain millions of followers. Now the Hatha Yoga has various different schools or styles, which emphasize the various aspects of the practice. If you have got tired by trying various allopathic and other types of medicines and their side effects, then you are in the perfect place to get acquainted with your body and it's nature and wind back the clock to an age when there was only body and nature. Yoga is one of the ancient life healing technology which has been practiced in India and world for various centuries. It is an important, natural, preventive measure to ensure good health and well being. The benefits of yoga are countless. Yoga helps to improve muscle tone, flexibility, strength and stamina and reduces stress and tension. It boosts up the self esteem and improves the concentration and creativity of the human being. Yoga also helps to reduce fat, thus an important measure to remove obesity. Yoga also improves the circulation of blood and also stimulates the immune system.
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Besides this, yoga also helps to manage or control anxiety, arthritis, asthma, back pain, blood pressure, carpal tunnel syndrome, chronic fatigue, depression, diabetes, epilepsy, headaches, heart disease, multiple sclerosis, stress and various other physical and mental problems. The life in the human body is maintained by 9-13 AUTO systems which function automatically and the nature is responsible for the above functioning. The 9-13 AUTO system of human body consists of Skeletal, Muscular, Circulatory, Respiratory, Digestive, Nervous, Reproductive, Urinary and Excretory system. Similarly there are 7 elements in food products which are also very essential for the human body for living. Carbohydrates, Proteins, Fats, Vitamins, Minerals, Water and Roughage are the seven elements in the food products. Without even one of the essential elements of life which are 5 attributes of nature i.e. Air, Soil, Water, Fire and Sky, the human life is not possible. Most of us are working and living in comfortable surroundings and hardly ever go out in the natural atmosphere so we need to coexist with natural environment in order to live harmoniously. But modern lifestyle or environment is day by day deteriorating and it is clear that it would become a threat to our existence. "In the Kathopanishad there is a hint given to us as to how we can practice Yoga. There are one or two verses in the Kathopanishad which give the sum and substance of the practice of Yoga, which is also the same Yoga explained in greater detail in the system of Patanjali. The Kathopanishad says, in these verses, that the subtle essences of objects are superior to the sensory powers, they are higher in their degree and in quality. Higher than these essences of objects is the mind; higher than the mind is the intellect; higher than the intellect is the cosmic intellect called Mahat. It is also called Hiranyagarbha. Higher than that is the peaceful undifferentiated causal state called Avyakta. Higher than that is supreme Absolute, Purusha. The same Upanishad mentions the system of practice in another verse. The senses have to be rooted in the mind. The mind has to be centered in the intellect. The intellect has to be fixed in the Cosmic Intellect, and the Cosmic Intellect has to be united with the Peaceful Being. Sometimes this Peaceful Being, Shanta-Atman, is identified with the Isvara of the Vedanta. This is how we have to control the mind.
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After the Bhagavad Gita, the next seminal work on Yoga is the Yoga Sutras of Patanjali. The Yoga Sutras are a compilation of Yogic thought that is largely Raja Yogic in nature, it was codified some time between the 2nd century BC and the 3rd century by Patanjali, and prescribes adherence to "eight limbs" (the sum of which constitute "Ashtanga Yoga") to quiet one's mind and merge with the infinite. These eight limbs not only systematized conventional moral principles espoused by the Gita, but elucidated the practice of Raja Yoga in a more detailed manner. Indeed, his "eight-limbed" path has formed the foundation for Raja Yoga and much of Tantra Yoga (a Hindu deific, Shiva-Shakti yoga system) and Vajrayana Buddhism (Buddhist Tantra Yoga) that came after. Patanjali, whose own life is virtually unknown, had the impact of further spreading in compact form the essence of Raja Yoga. Some legends speak of his being Adinaga, the first snake, the lower half of his body being that of a snake, upon which the great Hindu God Vishnu reclines. Many say that he was the same Patanjali who wrote commentaries on Panini's singular masterwork on Sanskrit grammar. Others speak of the legends of his birth. A few even dispute his existence and attribute the Yoga Sutras to many authors, but this is highly unlikely due to the structural, linguistic and stylistic uniformity of the short work. His base is Hindu Samkhya philosophy and shows itself to have been highly influenced by the Upanishads. The History of Yoga spans from four to eight thousand years ago to the current day. From hints of its practice in the Indus Valley civilization (c. 3000 BC), the Vedic civilization (c. 1500 BC), the first elucidations and detailed elaborations in Hindu texts, absorption into Buddhist and Jain philisophies, up to its modern suffusion into secular life, its applicability has stood the test of time. Older findings are believed by some to show that "yoga" existed in some form well before the establishment of vedas in the Indian subcontinent. As such, the history of yoga may go back to eight thousand years, depending on the perspective of the historian, and interpretation of the Mohenjo-daro seals. 5,000 year old carvings from the Indus Valley Civilisation depict a figure that some archeologists believe represents a yogi sitting in meditation posture. The figure is shown sitting in a traditional cross-legged yoga pose with its hands resting on its knees.
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After the Bhagavad Gita and Yoga Sutras, the most fundamental text of Yoga is the Hatha Yoga Pradipika, written by Swami Swatamarama, that in great detail lists all the main asanas, pranayama, mudra and bandha that are familiar to today's yoga student. This line of yoga is dedicated to Lord Adi Nath, a name for Lord Shiva, who is believed to have imparted the secret of Hatha Yoga to his divine consort Parvati. It is common for yogins and tantriks of several disciplines to dedicate their practices to a deity under the Hindu ishta-devata concept (see Patanjali's Yoga Sutras) while always striving to achieve beyond that: Brahma. Hindu philosophy in the Vedanta and Yoga streams, as the yogi will remember, views only one thing as being ultimately real: Satchidananda Atman, the Existence-Consciousness-Blissful Self. Very Upanishadic (scientific) in its notions, worship of Gods is a secondary means of focus on the higher being, a conduit to realization of the Divine Ground. Hatha Yoga follows in that vein and thus successfully transcends being particularly grounded in one religion. Hatha is a Sanskrit word meaning 'violence' or 'force' (according with the Sir MonierWillians Sanskrit-English Dictionary, on page 1287), nevertheless, there are other common misundertandings to this term, such as: 'sun' (ha) and 'moon' (tha), that would represent opposing energies. Hatha yoga attempts to withdraw the mind from external objects, through vigorous physical exercises, or "asanas" and controlled breathing, or "pranayamas". Asanas teach poise, balance & strength and were originally (and still) practiced to improve the body's physical health and clear the mind in preparation for meditation in the pursuit of enlightenment. "Asana" means "immovable", i.e. static, and often confused with the dynamic 108 natya karanas described in Natya Shastra and, along with the elements of Bhakti Yoga, is embodied in the contemporary form of Bharatanatyam. In the West, hatha yoga has become wildly popular as a purely physical exercise regimen divorced of its original purpose. Currently, it is estimated that about 30 million Americans practice hatha yoga. But in the Indian subcontinent the traditional practice is still to be found. The guru-shishya (teacher-student) relationship that exists without need for sanction from non-religious educational institutions, and which gave rise to all the great yogins and yogis who made way into international consciousness in the 20th century, has been m aintained in India, Nepal and Tibet. In India, whose Hindu population combines to a staggering 800 million, Yoga is a daily part of life. It is common to see people performing Surya Namaskar (a yogic set of asanas and pranayam dedicated to Surya, the Sun) in the morning or body therapy based on Yoga or the
medicine system of Ayurveda. The age-old tradition of Yoga has continued uninterrupted by its popularity in the west (although more established schools like the Bihar School of Yoga work from within India to produce Yoga texts to send abroad). In addition, hundreds and thousands of sannyasins (renunciates) and sadhus (monks) wander in and out of city temples, village country sides and are to be found smattered all across the foothills of the Himalaya and the Vindhya Range of central India. For India's holy-men, Yoga is as fundamental as life and blood. To see a man meditating at the steps of a temple, or even wondering contemplatively on the roadside, is not uncommon even to the more Westernized crowds. It is same in Tibet, where Buddhist lifestyle is permeated with the Yoga or yogic practices, which is ultimately not a once-a-day routine, but a constant immersion in selfdiscovery. In the West followers of yoga have taken a less spiritual approach and focusing more on the physical part of it that is stretching and breathing. While Yoga is a religion to many, most practitioners in the west separate yoga from its spiritual goal, seeing yoga strictly as an exercise/fitness regimen, or an overall program of keeping physical and emotional wellbeing.
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CHAPTER
PRODUCTS
y ABOUT HERBAL PRODUCTS IN PATANJALI
YOGPEETH
y PRODUCT LINE AND PORTFOLIO OF PATANJALI

YOGPEETH
y PRODUCT MIX OF PATANJALI YOGPEETH y AYURVEDIC PRODUCTS VS PHARMACEUTICAL

PRODUCTS
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ABOUT HERBAL PRODUCTS IN PATANJALI YOGPEETH

Divya Yog Mandir (Trust), started Brahamkalp Chikitsalaya at Kripalu Bagh Ashram, Kankhal in 1995 where patients suffering from various diseases were cured using Ayurvedic medicines and practices of Yoga. Need was felt to provide quality Ayurvedic medicines to the patients to seek optimum results as results of Ayurvedic treatment are directly proportional to the quality of prepared medicines. Hence a small scale manufacturing unit of Ayurvedic medicines was established in the campus of Kripalu Bagh Ashram, Kankhal. This was the beginning of Divya Aushadhi Nirmanshala (Divya Pharmacy), which was totally based on traditional methods. Divya Pharmacy has had the exalted vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind this haloed and revered, Indian system of medicine by exploring and selecting indigenous herbs, ancient Ayurvedic literatures and subjecting the formulations to modern pharmacological, toxicological safety tests and clinical trials to create new drugs and therapies. Divya Pharmacy tries that medicines should possibly be available to common man at the minimum cost price. In the year 2002-03, modernization of the pharmacy has been done. A new expanded unit of the pharmacy has been established well equipped with machines based on modern techniques. PLC controlled herbal extraction plant commissioned in the pharmacy is used for extracting from the various parts of the medicinal plant like the leaves, The salient feature of this plant is the production of medicine using latest SCADA technology under controlled environmental conditions of temperature and pressure. The extract concentration is achieved under vacuum drying preserving the maximum valued contents of the herbs. Quality of the medicines so produced is of the highest level. This unit has the capacity of extracting from 10,000 kgs. of raw herbs. The desired fluid component is added to this extract in the process of making the medicines. For the manufacturing processes in Divya Pharmacy automatic high speed spray drier unit, for quick liquification a fluid wed processor, tablet compressing device with the capacity for preparing one lac tablet per hour, high speed auto-coater for coating the tablets, high speed mixer-grinder, fluid wed driers and cleaning, crossing & pulverizing units have been established.
In the modern packing section of Divya Pharmacy PLC controlled packing equipment having the capacity of 300 volts per minute with automatic blister packing equipment have been installed. A utility center has been set up in this production unit which has two 500 KVA generators, softners & cooling towers including boilers & air compressors having the capacity to produce 300 ton steam. As a result of this Divya Pharmacy has become the first medicine manufacturing unit of Uttarakhand to get ISO-9001 and WHO-GMP certifications. In the Pharmacy the international standards like Good Manufacturing Practices(GMP), Good Packaging Practices(GPP), Good Agricultural Practices(GAP) and Good Harvesting Practices(GHP) are being strictly followed. Under the learned guidance of H. H. Yogrishi Swami Ramdevji, Vaidyaraj Acharya Balkrishna and Swami Muktanand, Patanjali Herbal Garden & Agro Research Department has been established at following few sites- Patanjali Herbal Garden site Nursery, Patanjali Herbal Garden site Gurukul Gaushala Farm, situated nearby Patanjali Yogpeeth at Maharishi Dayanand Gram, Bahadrabad, Delhi-Haridwar highway. These Herbal Gardens have beautiful collections of more than 200 medicinal herbs, shrubs, trees, climbers and ornamental plants. Since, 1997 it was a great effort with high spirit to collect the valuable medicinal plant and to ensure to grow in Garden, a Divya Vanaushadhi Vatika has bee n earlier established in the Ashram at Kankhal. Thereafter, to explore more possibilities of a large number of wide collections, exposition and research of medicinal, aromatic and ornamental plants in a organized way in the Patanjali Herbal Garden has been established. A team of Scientists from Botany and Agriculture and a number of swayam sevak are engaged for research and management. It is all about economically processing organic farm produce into daily use consumables ranging from Ayurvedic health supplements to Foods and cosmetics and then supplying them largely to the urban world. The produce will be picked up right from the farms, thereby increasing the effective income of the farmers. The health based products will then be made available to a large population in the urban areas that is reeling under the scourge of polluted food items and artificial drinks that make them vulnerable to a variety of cronic diseases. And all this at a cost that is unmatched in the market. The consequential benefits are no less crucial to the mankind. Backed by a robust preaching and promotion on the popular Astha channel by the world renouned Yog Guru Swami
Ramdevji and an international authority on Ayurved and traditional herbs Acharya Balkrishanji, it is all about reinventing our traditional knowledge of Yog and Ayurved, rejuvenation of rural economy,arrest of the flight of rural job seekers to the more demeaning urban slums, strengthening the health grid of the nation and the world, mending the environmental imbalanceand finally fighting the tirade of western culture on Indian panorama. PATANJALI AYURVED Ltd is a company that functions like all other companies under the regulations of the company law affairs, yet is constantly striving for nation building more than the profit accumulation. At microlevel the challenge is no less herculean. Along with PRANAYAM,the wisdom of our ancient sages,the organic food products and herbal medicines churned out of this unit ,undertake to fight out the dreaded and incurable diseases like CANCER and AIDS. Claim for having found a lasting cure for many other relatively more rampant but equally tormenting diseases like Diabties, Artharitis and Thyroid is already established with thousands of patients cured with satisfaction. Superior quality of our products at a fair price is not the only concern that we have. Getting our patients rid of their diseases is again too limited a goal for us to seek. A holistic approach to improvement in the quality of life of all beings, world over ,is the purpose behind our being. Getting rid the food we consume of the pollutants in the form of poisonous pesticides and chemical fertilizers that our farmers use, is a goal that we strive to achieve by providing our people the eatables that are cultivated in organic and natural manures and pest repellents. Amalika- also known as amala or Aavla (Latin Emblica officinalis) is Indian gooseberry. It is probably the most famous Ayurvedic herbs used in dozens of classical Ayurvedic formulae & in hundreds of patent Ayurvedic formula. The herb of Amalaki is used for many purposes such as delaying the aging cycle, rejuvenating the body, revitalizing body systems & top of all, building immune levels. The herbal fruit of Indian gooseberry (amalaki) contains active levels of tannins that help in rejuvenating the body cells & concerned organs. Amalaki contains abandon amounts of Vitamin C ascorbic acid & is likely to possess richest amounts of it as compared to any edible on this planet. Avipattikar Churna is recommend for complete cure of your acidity, burning stomach and indigestion problems. This is natural digestive tonic which helps in regularizing digestion
process & cures acidity problem. A regular course of this ayurvedic medicine gives good results & generally no further medication is required. Avipattikar acidity remedy control acid secretion from stomach walls and helps in easy and timely movement of food from stomach to intestines. Avipattikar Churna is traditionally used to remove excess Pitta (Fire) from the stomach and small intestine. This ayurvedic remedy alleviates Hyper acidity, Heartburn and Indigestion. High Pitta (Fire) produces the problem of Acidity or Hyper Acidity. To reduce High Pitta (Fire) in the abdomen, Avipattikar Churna is very good. For hyper acidity and abdominal aches being a mild laxative it makes the stool soft, helps to check mild constipation and improve the appetite. These days most of the people are suffering from constipation. The failure to excrete the feces from the intestine is termed as constipation. There are many reasons for this disease, like shortage of fiber in diet, insufficient intake of fluid, stress, wrong food habit, appetite, inadequate exercise, use of too much laxative, enema abuse etc. Constipation can affect digestion, the clearing of toxins from the system is hampered, energy levels and the absorption of nutrients will get altered. Mukta Vati is an Ayurvedic medicine useful in hypertension. This is a natural medicine of high blood pressure patients and is available in the form of tablets. It contains Herbal extracts of:Centella asiatica Convolvulus pluricaulis Acorus calamus Onosma bracteatum Celastrus paniculatus Withania somnifera Tinospora cordifolia Praval Pishti Mukta pishti, Convolvulus pluricaulis Rauwolfia serpentina Nardostachys jatamansi
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Mukta vati is completely free from side effects and if in exceptional cases one has to continue Mukta Vati for a longer duration then still there is not any problem as it does not produce any side effects. All the ingredients mentioned above are completely safe, natural and herbal and when taken together in the designated quantity relieves in hypertension. Now let us look at mukta vati uses and benefits in detail. 1. Mukta Vati gives immediate relief to patients whose blood pressure does not come to normal even after taking allopath medicines so it is very beneficial for Hypertension. 2. Muktavati manages high blood pressure (hypertension) due to increased cholesterol level, heart diseases, Kidney disorder, tension, anxiety or by hereditary reasons. 3. Mukta vati also manages associated complications such as uneasiness, insomnia, palpitation, pain in the chest & head. No need to take extra medicines for the relief of these complications. Intake of 'Mukta Vati' will not produce any excessive sleep. 4. Person consuming Divya MuktaVati can avoid taking other Allopath medicine for controlling blood pressure. Patients who have been taking other medication for a long time and are habituated, they should gradually reduce the dosage and start taking Mukta Vati. 5. Mukta vati has the ability to root out the disease as compared to allopath medicines which cannot. 6. Mukta Vati manages the disease forever within a short period of one or one and a half years. Mukta Vati dosage 1. If B.P. is 160/100 mm hg. or more while taking allopathic medicine: 2-2 tabs, thrice a day - before breakfast, lunch, and one hour before diner with fresh water. 2. If B.P. is 140/90 mm hg. while taking allopathic medicine: 2-2 tabs twice a day - before breakfast and diner. 3. It is recommended that Allopath medicines should be stopped when Blood Pressure becomes normal. Also if one chews Mukta vati tablets while intake then it will be more effective.
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Mukta vati precautions

y
After starting Mukta Vati, the patient has to check blood pressure regularly, if taking some allopathic medicines. If B.P becomes normal without taking allopathic medicines with mukta vati then allopathic medicines should be discontinued. Mukta vati should not be taken in pregnancy period. If necessary then please consult your physician. If the habit of the patient is of taking allopath medicines for a long time then the allopath medicines dosage should be reduced gradually and then stopped Divya Mukta vati produced by Swami Ramdev's Divya Pharmacy Ltd. is very popular and effective ayurvedic proprietary medicine. It has show good results as users are very happy after consuming the medicine. Shilajit or Asphaltum is a mineral-based medication which is found oozing from the rocky cliffs. The main source of Shilajit in India is the Himalaya, where the Shilajit is found oozing out from the cracks of rocks in the form of a red to dark brown gummy substance. There are many varieties of shilajit based on different locations etc. Mainly The black form of shilajit is the most commonly used medicinal form. It is also considered as herbo-mineral drug as it is a mass of organic vegetable matter mixed fibres and earth matter. Shilajit is mentioned in many ancient texts and quoted by Sushrutha and Charaka. In ancient books different modes of usage is mention such as.According to the Caraka Samhita shilajit rasayana is described where shilajit is immersed into a hot decoction of herbs that are prescribed for alleviating the aggravation of dosha. This process is repeated for seven days and processed shilajit is mixed with powdered iron. Administered with milk this elixir brings long life and happiness and prevents aging and disease.Administration of 48 gm for seven weeks is said to have excellent effects. According to the Astanga Hrdayam the minimum, moderate and maximum dosage is mentioned.Shilajit is important for edema, particularly in weak types, 1-2 grams twice a day with water or milk. The dose of shilajit is usually quite low at around 125-250mg twice per day. However, in diabetes, it has been recommended in much higher doses such as 1 g twice per day. Shilajit mixes well with ashwagandha for seminal debility and with gokshura as a urinary tonic.
For the treatment of both male and female infertility, it can be taken in unusually high doses of 1 tsp twice per day. For men combine with ashwagandha and for women with shatavari. In a press conference on TV Baba Ramdev claimed that swine flu can be prevented with the help of Giloy. As per Swami Ramdev's formula take a foot long branch of Giloy herb (Tinospora cordifolia) and 7 leaf of Tulsi plant. Mix them together and extract juice of this mixture in a pot. Boil this juice and drink it. This extracted juice will increase body resistant & prevent infection of swine flu. Giloya, Guduchi or Tinospora cordifolia leaves are of the beetle shaped or heart shape, matted and having lubricity effect. Upper layer of the leaves is very thin. Stem of the leaves is one to three inch long and flowers appear in the summer season. Fasting is willingly abstaining from some OR all types of food & drink, for mostly a day or a specific time period. While fasting indulging in sexual activities is avoided, also to refrain from eating meat or poultry products. In traditional sense complete fast is abstinence of all food and liquids. Fasting can be total or partial & may be prolonged or intermittent till the time period of fasting. Fasting can be practiced in number of ways. Skipping breakfast or under eating or taking food only once a day is called partial fasting. Some people break their fast with staple food. Some people keep fast without taking water. GILOY It is an Antiperiodic, Antipyretic, Alterative, Diuretic, Anti-inflammatory. It is a constituent of several compound preparations. It is used in fever, urinary disorders, dyspepsia, general debility and urinary diseases. It is also used in treatment of rheumatism and jaundice. .Considered the best herb for clearing the microcirculatory system and other bodily channels (Shrotas). It is especially effective and unique in its ability to remove both exogenous and endogenous toxins (from external and internal sources). Therefore it is very often included in comprehensive Ayurvedic formulas, since such toxins interfere with all bodily functions and are a factor in almost all diseases. It clears out brain toxins that hinder mental activity. .Its principal constituents are tinosporine, tinosporide, tinosporaside, cordifolide, cordifol, heptacosanol, clerodane furano diterpene, diterpenoid furanolactone tinosporidine, columbin and b-sitosterol. The stem is used in dyspepsia, fevers and urinary diseases. The plant is used in Ayurvedic rasayanas to improve the immune system and the bodys resistance to infections. .
The bitter principle present shows antiperiodic, antispasmodic, anti-inflammatory and antipyretic properties. Neem Extract The Neem tree has many medicinal uses. The chemical compounds present in neem have anti-inflammatory , antiarthritic ,antipyretic ,hypoglycaemic , Antifungal, spermicidal, antimalarial, antibacterial and Diuretic properties. Flower, leaves, bark and seeds of neem are used in home remedies and in preparation of medicines. Bark of neem acts as antipyretic and helps to reduce fever. Flowers are used in intestinal disorders. Juice from fresh leaves is very helpful in treating skin diseases, wounds and obesity. Oil from neem seeds is used in arthritis, skin diseases and muscular sprains. Neem is very effective in treating gum diseases.The neem is proved to be beneficial in treating skin diseases because of its antibiotic, antifungal and blood purifying properties. According to ayurveda principles vitiated Kapha and pitta cause skin diseases. Neem pacifies vitiated kapha and pitta, thus helps to cure skin ailments. It promotes wound healing as it is antibacterial and astringent. In psoriasis it reduces itching, irritation, roughness of skin and heals the psoriatic patches. In same way it heals eczema too. It reduces infection and inflammation of acne. Neem helps to maintain the health of scalp skin and prevents dandruff. .Due to its detoxifying properties it helps to keep organ systems healthy, especially circulatory, digestive, respiratory and urinary systems.Scientific studies have revealed that neem reduces blood sugar level. Hence its usage supports diabetic patients to keep their blood sugar level in control. Diabetes impairs blood circulation and causes gangrene in lower extremities. Numerous scientific researches have high lightened the role of neem in keeping circulatory system healthy, thus reducing the chances of gangrene. Recent studies have shown that neem reduces blood cholesterol level and keeps the heart healthy. Ayurvedic Guggulu Preparations Gokshuradi guggulu is used to treat spermatorrhoea, gonorrhoea, painful micturition, leucorrhoea, albuminuria and rheumatism. Kaishore guggulu is used for malignant ulcers, leprosy, boils, fistula, sciatica and otorrhoea. Mahayograj gugulu is used in conditions like gout, rheumatism, leprosy, piles, colitis, spermatorrhoe, asthma and bronchitis. Singhnad guggulu is used in treating dyspepsia, indigestion, rheumatism, gout, paralysis, paraplegia, asthma, elephantiasis, dropsy and hernia. These are a few examples of Ayurvedic preparations containing guggulu. . Nirgundi (Vitex negundo) Effective in inflammatory conditions External & internal use of
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nirgundi is useful in Pneumonitis, Peritonitis, Arthritis. Decoction of Nirgundi leaves mixed with Pippli and gudhvach alleviates cold and pharyngitis. In Arthritis and Lumbago Powder of Nirgundi root should be taken with oil is useful. Ghee mixed with juice of Nirgundi(Wholeplant) alleviates cough caused by kaph. In Rheumatic arthritis Juice of Nirgundi and Tulsi with powder of Ajwayan should be taken. Oil cooked with the juice of root and leaves of Nirgundi is useful as intake an ointment and filling in Sinus, Kusth, Vatavyadhi eczema and scrofula. . Giloy (Tinospora cordifolia) It has Antiperiodic, Antipyretic, Alterative, Diuretic, Antiinflammatory action. It is a constituent of several compound preparations. It is used in fever, urinary disorders, dyspepsia, general debility and urinary diseases and is used in the treatment of rheumatism and jaundice. . Ashvagandha (Withania somnifera) It is one of the best Adaptogenic agent also help in pain and inflammatory conditions, strengthen our nervous system and decreases in blood glucose. It helps in increasing our bodys resistance and also helps us in fighting against any outer invasion that can harm our bodys homeostasis. Shilajit (Asphaltum) Shilajit is also known as sex tonic in India as it increases the core energy responsible for sexual. It is commonly referred to as Indian Viagra due to this property. Shilajit is also effective in diabetes because it regulates the blood sugar level. Shilajit act as blood purifier also it improves functioning of pancreas and strengthen digestion. It is good for the immune system and improves restoration. It balances debility and general fatigue and provide strength to muscles and bones. Kuchla (strychnos nuxvomica) Hepatoprotective, Anticholestatic, Antilipid peroxidative property, Antiulcer, Insecticidal. Its chemical constituents are lucoside-loganin, Brucine, Strychnine, Vomicine, Pseudobrucine, Vanilline, Sinapic acid, Strychnine. Traditionally Kuchla seeds with ghee are used as an effective painkiller. Nagarmotha (Cyprus scariosus) It is also good for anorexia, vomiting, diarrhea, intestinal bleeding, dysentery and specific and non-specific colitis, fever, burning maturation, skin diseases, rheumatoid arthritis, painful menstruation, neurasthenia and general debility. It may also be useful in kidney stones, fibromyalgia, gout and other uric acid sensitive conditions. Nagarmotha is a rich source of minerals such as Cu, Mg, Mn and Ni. Many ancient texts have also explained Nagarmotha as an anti-inflammatory medicine, a general and nervine tonic, a promoter of uterine contractions and an excellent binder of stool. The
herb has been in use for centuries for anointing body. It is also widely used for skincare, loose motions, excessive thirst and for reducing swellings. Rasna The plant is used for the inflammations and bronchitis, psoriasis, cough and piles. It is also used as antipyretic, analgesic, laxative and nervine tonic. The decoction of plant is used to prevent the swellings of joint in arthritis, rheumatism and neurological diseases. The roots are antipyretic, bitter, laxative and thermogenic and are used for allaying the pain caused by the sting of scorpions. Plant extract is used as a cooling agent in summer. The leaves are aperient and used as a laxative, analgesic and atypyretic. Methi (Trigonella foenum-graecum) They are also a source of saponins such as adiosgenin, yamogenin, gitogenin, tigogenin, and neotigogens. Other bioactive constituents of fenugreek include mucilage, volatile oils and alkaloids such as choline and trigonelline. It warms and tonifies kidneys, disperses cold and alleviates pain. Main indications are cold hernia, pain in the groin. It is used raw or toasted. Seeds were shown to lower serum cholesterol, triglyceride, and low-density lipoprotein in human patients and experimental models of hypercholesterolemia and hypertriglyceridemia. Punarnavamool Boerhavia diffusa) - The root of this plant is a powerful Rasayana (longevity enhancer). It is good for the kidneys, especially the nephron cells which are damaged by long-term hyperglycemia (diabetes). And it pacifies two of the main laws of physiology (Vata and Kapha). Punarnava enhances the quality of 6 of the 7 categories of bodily tissues, including nutrient plasma (Rasa Dhatu), blood (Rakta Dhatu), muscle (Mamsa Dhatu), fat (Meda Dhatu), bone marrow and nerves (Majja Dhatu), and reproductive fluids (Shukra Dhatu). Nishoth(Operculina turpethum) - The root bark contains glycoside resin which is 10 %. It also contains a glycoside named turoethin that provides it the purgative action. Besides these it contains two glycosides, volatile oils and yellow colored substance. It is vata and pitta moderator. It helps in improving the peristaltic movements in the body ther fore are used as laxative. It is anti-inflammatory in action because of its hot potency. It also helps in managing the normal body temperature. Shatavar (Asparagus racemosus) - Shatavar supports reproductive health by toning and nourishing the female reproductive organs. It maintains healthy hormonal balance. It treats PMS symptoms by relieving pain and controlling blood loss during menstruation. It supports
normal production of breast milk for nursing mothers. it relieves menopausal symptoms such as hot flashes. By producing estrogens it makes up for low estrogen levels in women who are menopausal or have had hysterectomies. It used in India as a best-known and most oftenused herb for women. It supports normal function of the immune and digestive system. It also increases libido. Kutki (picrorrhiza kurroa) - Kutki has focused on its hepatoprotective (liver protection), anticholestatic (stablelises cholestrol), antioxidant, and immune-modulating activity. Picrorhiza kurroa improves the gall bladder secretions and helps in digestion and metabolisation of fats. It is very useful in treating fatty liver and also regulates the fat metabolism in liver. Dashmool - This formulation is used for vata, kapha disorders, like pain in body, numbness, stiffness, Ama disorders etc. This preparation is extremely useful in puerperal diseases like fever, anorexia, anemia, body-ache and general edema, coughing and breathing problems, pharyngitis and giddiness. Contains solanum surratense, which acts as a kapha and vata palliative and is very effective in menstrual disorders, puerperal disorders and subsides swelling in reproductive organs. Also contains stereospermum suaveolens, which is extremely beneficial in the palliation of the tridoshas, strengthens the female reproductive system and is effective in general debility too. Sonth (Zingiber officinale) - The rhizome (underground stem) of ginger has been used as a spice or flavoring agent. It is also having stomachache, gas pains, indigestion and motion sickness activity. Sonth (Zingiber officinale) - The rhizome (underground stem) of ginger has been used as a spice or flavoring agent. It is also having stomachache, gas pains, indigestion and motion sickness activity.
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PRODUCT LINE AND PORTFOLIO OF PATANJALI YOGPEETH

Baba Ram Dev or more commonly known as Swami Ramdev is a world renowned Yoga guru, who has revolutionized the world with his tremendous approach towards Yoga. He is a popular face amongst famous personality in Indian Subcontinent. The popularity of Baba cam into limelight in early years of 21 st century has he taught people with is command over Yoga and pranayam. He is one of the most popular faces as he is also a social activist and speaks on issues like medical conditions, and very latest on the corruption issue and black money. His actual name is Ram Krishan Yadav . He was born in Ali Saiyad Pur Village Od district Mahendergarh, Haryana. As a child he was very much influenced by the principle of Shubhash Chandra Bose and Ram Prasad Bismil. He was a bold youth and never backed on from his principles. He also influenced many people to fight against in justice and corruption. At preset he is also fighting against corruption and black money issues and wants amendments accordingly in law. He along with his many companions especially Acharya Bal krishan captured heart of Indian and Formed a Trust that at present is operating from Hardwar as Patanjali Yog Peeth. A big set up was established under Patanjali Yog peeth. It was inaugurated by the then Vice president Of India Shri Bhairon Singh Shekhawat. This Institution was responsible to running a research based program on Ayurveda as well as yoga. Many doctors and scientist are involved in the institution making it a great success. As per the part of the research documentation of various medicines effect on different diseases are also seen. Many people have got benefit from his medicines and yoga treatments. Products of patanjali ypgpeeth are as follows; Divya Amla Churna for Eyes, Digestion and General Health Divya Arogyavardhani Vati Divya Arshakalp Vati for Piles Divya Ashmarihar Ras for Kidney Stones Divya Ashwagandha Churna for Stress, Fatigue and General Health
Divya Chandraprabha Vati for Urinary Disease Divya Churna for Constipation Divya Dant Manjan Tooth Powder Divya Gashar Churna for Removal of Gas Divya Giloy Sat for Swine flu, Bird flu, Pyrexia of unknown origin (fever) Divya Hridayamrita Vati for Heart Disease Divya Kanti Lep for Increasing Skin Splendour Divya Kayakalp Tail Oil for Skin Problems, Cracks and Burns Divya Kayakalp Vati for Skin Disease, Acne and Pimples Divya Kesh Tail Hair Oil for Hair Loss, Dandruff and Headache Divya Madhu Nashini Vati for Diabeties Divya Madhukalp Vati for Diabetes Divya Medha Kwath for Headache and Memory Enhancement Divya Medha Vati for Memory Loss and Improving Intelligence Divya Medohar Vati for Weight Loss Divya Mukta Vati for High Blood Pressure Divya Peya Herbal Tea Divya Pidantak Ras for Joint Pain and Arthritis Divya Pidantak Tail Massage Oil for Joint Pain and Arthritis
Divya Punarnavadi Mandur for Kidney Problems and Anemia Divya Sanjivani Vati for Cold, Fever and Flu Divya Shilajeet Rasayan Vati for Impotency Divya Shilajeet Sat for Gout and Weak Immune System Divya Singhnaad Guggulu for Rheumatism Divya Stri Rasayan Vati for Menstruation Divya Swasari Ras for Lung Problems, Bronchitis and Asthma Divya Triphala Churna for Rejuvination and Detoxification Divya Triphala Guggulu for Joint Pain, Piles and Weight Loss Divya Udaramrita Vati for Digestion and Stomache Problems Divya Udarkalp Churna for Indigestion and Constipation Divya Vatari Churna for Arthritis Divya Yauvanamrita Vati for Weak Bodies and Impotency Divya Yograj Guggulu for Joint Pain
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PRODUCT MIX OF PATANJALI YOGPEETH

Swami Ramdev's Divya Medicines are 100% natural, made from potent herbs such as the ashtavarga healing plants of the himalayas. They have proven extremely effective for combating all forms of sickness and disease. Along with these medicines, Swamiji recommends patients to also adopt the practice of Pranayam, which will strengthen the immune system and quicken the healing process. Please note that due to high demand and low availability of the medicines of Swami Ramdev, we may run out of stock. As such, please order your medicines well in advance, before your supplyhasfinished. Please note all the prices are in USD$ USD. All the prices include Shipping, Handling, Packaging, Banking, Internet, Web hosting, Website Maintenance, SEO, SEM etc. Charges & Online/ Telephonic Support for worldwide delivery. The items you see in our online shop are just a small selection from our total inventory. Even if you do not see the item you want in our online catalogue, it is very likely that we have it in stock and can supply your needs. Please send such orders, using the "Contact us" form. Abhrak Bhasm - Divya Ajamodadi Choorna - Divya Aloevera Gel Aloe Vera Juice - Patanjali 1 Lt. or Aloe Vera 30 Capsules Amla Churna - Divya (for Eyes, Digestion and General Health) Amlki Rasayan - Divya Amrit Rasayan - Divya(for Brain, Eyes, Strength and over all nourishment) Anti Wrinkle Cream - Patanjali Tejus Arjuna Kvath - Divya(for Coronary Artery Disease) Arshakalp Vati - Divya(for Piles)40 grams Arshkalp Vati - Divya(for Piles) 20 Grams Ashmarihar Kvath - Divya / Vrikkdosh Har Kwath - Divya Ashmarihar Ras - Divya Ashvagandha Capsule - Patanjali Ashvagandha Churna - Divya (for Stress, Fatigue and General Health) Ashvashila Capsule - Patanjali Avipattikar Choorna - Divya
Awala Choorna - Divya Amla / Awala Juice 1 Liter - Patanjali (Juice of Emblica Officinalis) / Divya Amalki Rasayana 100 gm Awala - Divya (Amla) Murabba - Divya(Dry Spicy) Awala - Divya (Amla) Murabba - Divya (Dry Sweetened) Awala / Amla Murabba Wet - Divya Badam Pak - Divya Badam Rogan - Divya Bael Candy - Divya Bael Murabba - Divya Balm - Patanjali Bang Bhasma 5gm - Divya Bavaci Choorna - Divya(for Leucoderma) Beauty Cream 50 gm - Patanjali Tejus Bilwadi Churna - Divya Body Lotion - Patanjali Tejus Body Massage Oil 100ml - Patanjali Chatpata Choorna Chandraprabha Vati - Divya (for Urinary Disease & diabetes) Churna - Divya (for Constipation) Chyawanprash - Divya with Ashtavarga Healing Plants (1 Kilogram) Crack Heal Cream - Patanjali Daliya : Patanjali Arogya Daliya Dant Manjan - Divya (Tooth Powder) Dant Kanti - Patanjali (Tooth Paste) Divya Dhara Drishti Eye Drop - Patanjali Gangadhar Choorna - Divya (for Diarrhoea , Sprue Syndrome, Ama) Gashar Churna - Divya (for Removal of Gas) Giloy Ghan Vati - Patanjali 40gm Godanti Bhasm - Divya (for Migraine, Chronic Headache, Depression & Hernia) Gokshuradi Guggulu - Divya (for Chronic Renal Failure) Gulab Jal - Divya Honey - Divya (Pure Himalayan Honey)
Hridayamrita Vati - Divya (for Heart Disease) 20 Grams Hridayamrita Vati - Divya (for Heart Disease) 40 Grams Kachanar Guggulu - Divya Kaisara Guggulu - Divya (Psoriasis & Eczema) Kanti Lep - Divya (for Increasing Skin Splendour) Kayakalp Kwath - Divya (for Skin Problems) Kayakalp Tail - Divya (for Skin Problems, Cracks and Burns) Kayakalp Vati - Divya (for Skin Disease, Acne and Pimples) 20 Grams Kayakalp Vati - Divya (for Skin Disease, Acne and Pimples) 40 Grams Kesh Tail - Divya (Hair Oil for Hair Loss, Dandruff and Headache) Lavan Bhaskar Churna - Divya Lauki Juice - Patanjali Lauki - Amla Juice - Patanjali Madhu Nashini Vati - Divya (for Diabeties) Madhukalp Vati - Divya (for Diabetes) MahaYograja Guggulu - Divya (for Osteoporosis) Medha Kwath - Divya(for Headache and Memory Enhancement) Medha Vati - Divya (for Memory Loss and Improving Intelligence) 40 grams Medohar Vati - Divya (for Weight Loss) Mukta Pishti - Divya Mukta Vati - Divya (for High Blood Pressure) Mukta-shukti Bhasm - Divya Ojas Multani Mitti - Patanjali Nimb Ghan Vati - Patanjali 60 Gr. Panchakol Choorna - Divya Peedantak Cream 50 gm - Patanjali Peya (Herbal Tea) - Divya 100 Grams Peya (Herbal Tea) - Divya 300 Grams Pidantak Kwath - Divya (for Joint Pain and Arthritis) Pidantak Ras - Divya (for for Joint Pain and Arthritis) Pidantak Tail - Divya (Massage Oil for Joint Pain and Arthritis) Praval (branch) Pisthi- Divya Praval Panchamrit- Divya Punarnavadi Mandur - Divya (for Kidney Problems and Anemia)
Sanjivani Vati - Divya (for Cold, Fever and Flu) Saptavimshati Guggulu - Divya Sarvakalp Kwath - Divya (for Liver Problems and Jaundice) Shadbindu Tail - Divya Shatavar Choorna - Patanjali Shampoo - Patanjali Shankh Bhasm - Divya Shilajit Capsule - Patanjali Shilajeet Rasayan Vati - Divya (for Impotency) Shilajeet Sat - Divya (for Gout and Weak Immune System) Shilajeet Sat - Divya (for Gout and Weak Immune System) 50 gm Singhnad Guggulu - Divya Sitopaladi Choorna - Divya Soap Kanti Aloevera Body Cleanser - Patanjali Soap Gomutra Kanti - Body Cleanser - Patanjali Soap Somya - Body Cleanser - Patanjali Soap Ojas Aquafresh - Body Cleanser - Patanjali Soap Ojas Aquafresh - Mogra Body Cleanser - Patanjali Soap Patanjali Somya Haldi Chandan Body Cleanser - Patanjali Stri Rasayan Vati - Divya Swasari Ras - Divya (for Lung Problems, Bronchitis and Asthma) Tejus Tailum For Women (Tooth Powder) Divya Dant Manjan (Tooth Paste) Dant Kanti Patanjali Trayodashang Guggulu Divya Trikuta Choorna Divya Triphala Churna Divya (for Rejuvination and Detoxification) Triphala Guggulu Divya (for Joint Pain, Piles and Weight Loss) Tulsi Ghan Vati Patanjali 40 Gr. Udaramrita Vati Divya (for Digestion and Stomache Problems) Udarkalp Churna Divya (for Indigestion and Constipation) Vatari Churna Divya (for Arthritis) Yauvanamrita Vati Divya (for Weak Bodies and Impotency) Yograj Guggulu Divya (for Joint Pain) 20 Grams
Yograj Guggulu Divya (for Joint Pain) 40 grams Wheat Grass Powder Organic 1 Month Doses Chatpata Choorna For Gastric troubles and taste Divya Jeera Goli Divya Anardaana Goli Divya Chatpata Chuara Divya Nimbu Vati There are many more other products also which are manufactured in patanjali yogpeeth which are beneficial for the people and society as well these are as follows; From nowhere to everywhere, Brand Baba seems to be pervasive. Yoga has been there in India since time immemorial , it has been synonymous with sadhus( saints) who usually after relinquishing their mundane world in search of God or Nirvana used to keep them healthy, fit, let them channelize their energy and control their inner self toward a single goal. In marketing parlance we can think of it as a product which was restricted to a very small segment of society, had some exclusivity attached to it, expertise of saint in performing it and a luxury which could only be afforded by the disciples of saints. Wasnt it a niche product. I think so.. Nobody could have thought of commercializing it, leave aside the thought of popularizing it among the masses . Entrepreneurs are not only risk bearers, organizers and managers of the enterprises but they are also great visionaries who not only anticipate the future needs but also keep a check on the present requirements. I am sure Baba must have worked tirelessly on his mission away from the glare of media, completing all his defined tasks, keeping a check on the preparations and one day he must have decided to appear on the big stage and take the world by storm. Seems to be a meticulously planned launch of the Brand Baba . The epithet He came , He saw, He conquered I suppose rightly describe the arrival of Baba and his infectious popularism among the masses. Suddenly everyone was seen rubbing his/her nails walking by the road side, waiting for a train at the platform, while travelling, while working in an office or for that matter whenever people found themselves free, he was there everywhere in the life of people. Yoga, which used to be considered Generic till now was well known by Baba Ramdev Brand of Yoga . People were looking for a solution to their stressful life, an alternative form of medicine.he as a true entrepreneur anticipated this
need before anyone could and sold his idea of a complete health to the masses. As a good marketer would do he made himself available for the masses through his Yoga Shivers, listened to their problems & tried to solve them, connected with them personally, had a product which was well researched, had variants of products in terms of different Yoga Aasans for different ailments, meant for different age groups of people based on their ability to perform a particular aasan, had all the medium of advertisement to support his Brand. His journey didnt stop with his Brand of Yoga, when big business houses were struggling to launch and operate Branded Medical Stores, he was once again there bang on launching his own Brand of Ayurvedic Medicine Stores ( Patanjali) all over IndiaFranchising model also included. His name has become synonymous with Yoga and Ayurveda. There might be other before he appeared on scene, there are many in his era also but no one could make an impact like him. His presence was so infectious that people from different walks of life were cashing on his popularity.Filmstars like Shilpa Shetty and Bipasha Basu came with their own version of Yoga CDs but could not pose a challenge to his leadership, infact they ended up following his footstepseven the corporate world found a big market for herbal products..the consumers were looking for products which were close to nature. His USP is that he made himself approachable, common man identified with him and he positioned his product as a Total Health Solution unlike the craze generated by the Filmstars to develop bulging biceps, curved body, zero figure which could be defined as a fad bound to fade away without notice. His product promise for a lifelong solution( durability), can be used anywhere anytime( operational convenience), available through different channels based on your convenience( like T.V., Books, Shivers ), his product emphasizes on precaution rather than cure.a feature which make his product standout from the rest of crowd and even if any ailment need to be cured he has the natural therapies and his own brand of ayurvedic medicine to compliment his main product. He has made his brand ambassadors out of his own followers who very religiously vouch for his claims and motivate people who come in contact with them to practice Yoga. He is in his unique way different from other gurus who only give spiritual discourses.he is different in terms of the practicality and objectivity of his product unlike the subjective nature of the discourses delivered by spiritual gurus.He run his trust as a big corporate house generating employment,profit and his initiative has not only pumped a new lease of life to ayurveda but has also indirectly helped people to find out an employment as yoga instructors in schools, colleges an corporate houses. He is ubiquitous, wherever you go you find his hoardings announcing the date of his Shivers, he has not only reached to the interiors of the places but he is also there in the mind of the people enjoying the share of his
own, which is a sign of a big brand. People, organizations, institutions involve in any kind of traditional thing in India can take a lesson or two from Baba, that how marketing can help in reviving the traditional form of things that too with a handsome profit and one need not to be an American or someone from a developed world to market a product and lay a claim on it. There has been lot of yoga gurus and they are there today also who can challenge him in the art of yoga but there is only one Baba Ramdev the Yoga Guru turned out to be a Great Marketing Guru. And finally look what he is doing, he has taken the responsibility to bring back the black money to the nation and eradicate the corruption from the country. It seem that after achieving the leadership position in his form of business he want to diversify to the business of politics. There is always a risk of diluting your brand if you think of entering into a totally different field and Baba has taken that risk. His Brand seems to be in crisis these days and there is a need of second thought to be given to the diversification. I feel he should have thought of Co-Branding with Anna, this could have made it easy for him to diversify into the business of politics. Its still not too late , he must think strategically on his move and rethink of launching his brand of movement again with new energy and a new look.
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AYURVEDIC PRODUCT VS PHARMACEUTICAL PRODUCT

In a world inundated with all manners of personal care products it might be hard to distinguish those which are of true value from those which are not. Though difficult, it is generally important that one does this, and especially so in regard to health related products where the cost of using ineffective or even harmful products can be very high. Although there is no easy way to individually determine the value of each of the millions of health products currently in use, the world of health products is roughly divided into two groups, and identifying some distinguishing characteristics between these two can help one start to sift through the otherwise mind boggling multitude of health products available today. The two groups of products are generally natural herbal and Ayurveda products on the one hand and synthetic drugs on the other. Let's explore a couple of the distinguishing characteristics of these two types of health products. The different manners of production of Ayurveda products and synthetic drugs render no small difference between the constituents of their respective products. Whereas synthetic drugs isolate and extract individual chemicals from plants or synthesize their own analogs, Ayurveda products utilize the plant in specific parts or as a whole, and this creates a fundamental difference in the nature of the products. Due to this method of production, synthetic drugs often include one, two, or at most a handful of active ingredients, while Ayurveda products include an often uncounted range of subtly distinct and natural analogs. Although the simplicity of composition of synthetic drugs may seem to be a safer, more precise, and more effective means of treatment, it ultimately detracts from their effectiveness. In a plant, there are hundreds and thousands of chemicals some bearing only slight variations to one another and which work synergistically with eachother to render their effects more thorough and well rounded. This diversity is appropriate and necessary for the treatment of not only the complexities of a single person's body, but even more so the diversity of bodies of the human race. The isolation of a single of chemical strips the chemical of its full effects which is found in only its natural synergistic environment and greatly limits its applicability. The use of isolated ingredients is based upon a crude overgeneralization of human and plant physiology. Modern pharmaceutical science is beginning to realize this, and often conjoins several chemicals in the same drug, but even a handful of chemicals pales in comparison to the cornucopia of active agents found in one ayurvedic herb. Furthermore, there is little
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known about the effects which synthesized chemicals have on the human body, both in the short and long term. While the novelty and apparent power of synthetic chemicals is attractive, the lack of knowledge the human race has about these drugs can be disconcerting to the attentive mind. Most of the pharmaceutical products which are available for use today are not more than 1015 years old, and almost none of them more than a century. The chemical synthesis which is done today is a relatively young science which has yet to really show its effects. Although, the manufactures and purveyors of pharmaceutical drugs do research their products, most testing is done on rats and the inescapable demands of the market do not allow them time to truly testthe products. Furthermore, even if the products were thoroughly tested in the short term, the science is just too young to allow for much generational or multi-generational testing. Consequently, those who use such drugs now are inescapably the long term, and occasionally even short term, test subjects. Conversely, the many of the ayurveda products which are available today are made using plants which the human race has utilized for thousands of years and according to specific formulations which date back as long. Ayurvedic herbs and treatments have been tried and tested for generations upon generations, and have thoroughly proven both their safety and efficacy. Through this time ayurveda products have been carefully honed to perfection, and with the advent of modern technology and analytical techniques these products have been yet further perfected. There is no need to play the part of the guinnea pig when it comes to ayurvedic medicine. These are two differences between ayurveda products and synthetic drugs which arise from the fundamentally different approaches to medical treatment formulation. Though there are many other differences which one can explore, understanding the implications of these two will give one quite a bit to chew on when deciding which route to take regarding treatment. These present important things to consider and questions to ask oneself before using any health product. For example, "What kind of side effects is this product going to have on my body? How do I find out? Does anybody know? Is it worth the risk?" It is important not to be overwhelmed by the multitude of products and information out in the world. Start by making clear and simple distinctions and discover what is right for you. It could have a significant impact on your life.
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After the controversy over allowing a number of ayurvedic colleges across the country to function without having required facilities - it's the turn of ayurvedic and herbal products produced by Indian manufacturers who are facing problems. The European Union has imposed a ban on their use in European countries. The EU has put a condition of clearing tests and clinical data to prove that these products are safe for use. The Indian ayurvedic industry is crying foul and considers this as a conspiracy of multinational pharma companies to discredit Indian ayurvedic medicines. On request of the ayurvedic industry, the government has come to the aid of the industry to find out a way to convince E.U. authorities for relaxing the ban, which has threatened the industry's sustainabilit as these products fetch business worth millions in European countries. The controversy arose after the E.U sent a directive called The Traditional Herbal Medicinal Products Directive 2004 amidst reports that these medicines cause side-effects. However, the directive was labelled discriminatory against India. It is interesting to mention that during her visit to European countries PresidentPratibha Patil advocated use of ayurvedic medicines. According to the latest instructions, companies making ayurvedic and herbal products will have to provide clinical data to prove their safety. Ayurvedic and herbal medicines manufactured in India will need to be licensed to comply with the directive. The ayurvedic industry also sent a bail out signal to government of India for taking up the matter with concerned authorities. Despite a delegation of government officials visiting Brussels to convince the European authorities, talks did not materialise. Ayurvedic medicines have been successfully used in India for hundreds of years causing no adverse effect on the users. The Indian ayurveda industry has successfully representated ayurvedic medicines to E.U's Medicine evaluation Agency in London four years back for quality control.
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The Indian ayurvedic industry feels that following government of India's intervention European Union will relax norms for the use of ayurvedic medicines. Ayurveda (the 'science of life') is a system of traditional medicine native to India and practiced in other parts of the world as a form of alternative medicine. In Sanskrit, the word Ayurveda consists of the words ayus, meaning 'life', and veda, meaning 'related to knowledge' or 'science'. Evolving throughout its history, Ayurveda remains an influential system of medicine in South Asia. The earliest literature of Ayurveda appeared during the Vedic period in India. The Sushruta Samhita and the Charaka Samhita were influential works on traditional medicine during this era. Ayurvedic practitioners also identified a number of medicinal preparations and surgical procedures for curing various ailments and diseases. As per Indian heritage and science, "Ayurveda" is an Upaveda or annexure to the four main vedas (knowledge systems). The famous treaties of Ayurveda are Charaka Samhita by Sage Charaka, which details the prevention and treatment of disease, and Sushruta Samhita of Sage Sushruta, which deals with Ayurvedic surgical procedures. In the Ayurvedic system, the prevention of all types of disease has a prominent place in treatment, including restructuring a patient's lifestyle to align with the course of nature and the four seasons to guarantee complete wellness. Ayurveda is considered to be a form of complementary and alternative medicine (CAM) within the western world, where several of its methods, such as the use of herbs, massage, and Yoga as exercise or alternative medicine, are applied on their own as a form of CAM treatment. However, such alternative therapy approaches are not unique to Ayurveda because they are also available under the systems of Unani medicine, Greek medicine and Islamic medicine.
Overview Ayurveda is grounded in a metaphysics of the 'five [great] Elements' (Devanagari: earth, water, fire, air and ether)all of which compose the Universe, including the human body. Chyle (called Rasa dhatu), blood (called Rakta dhatu), flesh (called Mamsa dhatu), fat (called Medha dhatu), bone (called Asthi dhatu), marrow (called Majja dhatu), and semen (called Shukra dhatu) or female reproductive tissue (called Artava dhatu) are held to be the seven primary constituent elements of the body. Ayurveda stresses a balance of three substances:
vata (wind/spirit/air), pitta (bile) and kapha (phlegm), each representing divine forces. According to Ayurveda, these three regulatory principlesDoshasare important. Traditional beliefs hold that humans possess a unique constellation of Doshas. In Ayurveda, the human body perceives attributes of experiences as 20 Guna (qualities).[9] Surgery and surgical instruments are employed. It is believed that building a healthy metabolic system, attaining good digestion, and proper excretion leads to vitality. Ayurveda also focuses on exercise, yoga, meditation, and massage. Thus, body, mind, and spirit/consciousness need to be addressed both individually and in unison for health to ensue. The practice of Panchakarma is believed to eliminate toxic elements from the body. Eight disciplines of Ayurveda treatment, called Ashtanga, are given below: * Surgery (Shalya-chikitsa) * Treatment of diseases above the clavicle (Salakyam) * Internal medicine (Kaaya-chikitsa) * Demonic possession (Bhuta vidya): Ayurveda believes in demonic intervention andas a form of traditional medicineidentifies a number of ways to counter the supposed effect of these interferences. Bhuta vidya has been called psychiatry. * Paediatrics (Kaumarabhrtyam) * Toxicology (Agadatantram) * Prevention and building immunity (rasayanam) * Aphrodisiacs (Vajikaranam)
Practices Several philosophers in India combined religion and traditional medicinenotable examples being that of hinduism and Ayurveda. Shown in the image is the philosopher Nagarjuna known chiefly for his doctrine of the Madhyamika (middle path)who wrote medical works The Hundred Prescriptions and The Precious Collection, among others. Buddhism may have been an influence on the development of many of Ayurveda's central ideas particularly its fascination with balance, known in Buddhism as Madhyamika. Balance is emphasized; suppressing natural urges is seen to be unhealthy, and doing so may almost certainly lead to illness. To stay within the limits of reasonable balance and measure is
stressed upon. Ayurveda places an emphasis on moderation in food intake, sleep, sexual intercourse, and the intake of medicine. Ayurveda incorporates an entire system of dietary recommendations. Chopra (2003)on the subject of Ayurveda dieteticswrites: Ayurvedic dietetics comprise a host of recommendations, ranging from preparation and consumption of food, to healthy routines for day and night, sexual life, and rules for ethical conduct. In contrast to contemporary practitioners of New Age Ayurveda, older Ayurvedic authors tended to be religiously neutral. Even Buddhist authors refrained from trying to convert the patient to follow their particular religious ways. For diagnosis the patient is to be questioned and all five senses are to be employed. The Charaka Samhita recommends a tenfold examination of the patient. The qualities to be judged are: constitution, abnormality, essence, stability, body measurements, diet suitability, psychic strength, digestive capacity, physical fitness and age. Hearing is used to observe the condition of breathing and speech. The study of the vital pressure points or marma is of special importance. Chopra (2003) identifies five influential criteria for diagnosis: 'origin of the disease, prodrominal (precursory) symptoms, typical symptoms of the fully developed disease, observing the effect of therapeutic procedures, and the pathological process.' Hygienealso a component of religious virtue to many Indiansis a strong belief.Hygienic living involves regular bathing, cleansing of teeth, skin care, and eye washing. Occasional anointing of the body with oil is also prescribed. Oilssuch as sesame and sunflower oilare extensively used in Ayurvedic medicine. Studies show that both these oils contain substantial amount of linoleate in triglyceride form. Oils rich in linoleic acid may have antineoplastic properties. Hundreds of vegetable drugs are used in Ayurvedic medicineincluding cardamom and cinnamon. Ayurveda stresses the use of vegetable drugs. Fats are used both for consumption and for external use. Hundreds of vegetable drugs are employed, including cardamom and cinnamon.
Some animal products may also be used, for example milk, bones, and gallstones etc. Mineralsincluding sulfur, arsenic, lead, copper sulfate, goldare also consumed as prescribed.. This practice of adding minerals to herbal medicine is known as Rasa Shastra. In some cases alcohol is used as a narcotic for the patient undergoing an operation. The advent of Islam introduced opium as a narcotic. Both oil and tar are used to stop bleeding. Oils may be used in a number of ways including regular consumption as a part of food, anointing, smearing, head massage, and prescribed application to infected areas. The proper function of channelstubes that exist within the body and transport fluids from one point to anotheris seen as vital, and the lack of healthy channels may lead to disease and insanity. Sushruta identifies that blockages of these channels may lead to rheumatism, epilepsy, paralysis, and convulsions as fluids and channels are diverted from their ideal locations. Sweating is favored as a manner in which to open up the channels and dilute the Doshas causing the blockages and harming a patienta number of ways to take steam bathing and other steam related cures are recommended so that these toxins are released.
History Ayurveda traces its origins to the Vedasthe Atharvaveda in particularand is connected to Hindu religion. The Sushruta Samhita of Sushruta appeared during the 1st millennium BC Dwivedi & Dwivedi (2007) on the work of the surgeon Sushrutawrite: The main vehicle of the transmission of knowledge during that period was by oral method. The language used was Sanskrit the vedic language of that period (2000-500 BC). The most authentic compilation of his teachings and work is presently available in a treatise called Sushruta Samhita. This contains 184 chapters and description of 1120 illnesses, 700 medicinal plants, 64 preparations from mineral sources and 57 preparations based on animal sources. Underwood & Rhodes (2008) hold that this early phase of traditional Indian medicine identified 'fever (takman), cough, consumption, diarrhea, dropsy, abscesses, seizures, tumours, and skin diseases (including leprosy).'Treatment of complex ailmentsincluding angina pectoris, diabetes, hypertension, and stonesalso ensued during this period. Plastic surgery, cataract surgery, puncturing to release fluids in the abdomen, extraction of foreign
elements, treatment of anal fistulas, treating fractures, amputations, cesarean sections, and stitching of wounds were known. The use of herbs and surgical instruments became widespread. The Charaka Samhitta text is arguably the principal classic reference. It gives emphasis to the triune nature of each person: body care, mental regulation, and spirtual/consciousness refinement. Other early works of Ayurveda include the Charaka Samhita, attributed to Charaka. The earliest surviving excavated written material which contains the works of Sushruta is the Bower Manuscriptdated to the 4th century AD. The Bower manuscript cites directly from Sushruta, and is of special interest to historians due to the presence of Indian medicine and its concepts in Central Asia. Vagbhatathe son of a senior doctor by the name of Simhagupta also compiled his works on traditional medicine. Early Ayurveda had a school of physicians and a school of surgeons. Tradition holds that the text Agnivesh tantrawritten by the legendary sage Agnivesh, a student of the mythological sage Bharadwajainfluenced the writings of Ayurveda. The Chinese pilgrim Fa Hsien (ca. 337 - 422 AD) wrote about the health care system of the Gupta empire (320 - 550 AD) andin the processdescribed the institutional approach of Indian medicine which is also visible in the works of Charaka, who mentions a clinic and how it should be equipped. Madhava (700 AD), Sarngadhara (1300 AD), and Bhavamisra (1500 AD) compiled works on Indian medicine. The medical works of both Sushruta and Charaka were translated into the Arabic language during the Abbasid Caliphate (750 AD). These Arabic works made their way into Europe via intermediaries. In Italy the Branca family of Sicily and Gaspare Tagliacozzi (Bologna) became familiar with the techniques of Sushruta. British physicians traveled to India to see Rhinoplasty being performed by native methods. Reports on Indian Rhinoplasty were published in the Gentleman's Magazine by 1794. Joseph Constantine Carpue spent 20 years in India studying local plastic surgery methods. Carpue was able to perform the first major surgery in the western world by 1815. Instruments described in the Sushruta Samhita were further modified in the Western World.
Current status
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Within India In 1970, the Indian Medical Central Council Act was passed by the Parliament of India, which aims to standardize qualifications for Ayurveda and provide accredited institutions for its study and research. In India, over 100 colleges offer degrees in traditional Ayurvedic medicine. The Indian government supports research and teaching in Ayurveda through many channelsboth at the national and state levelsand helps institutionalize traditional medicine so that it can be studied in major towns and cities. The state-sponsored Central Council for Research in Ayurveda and Siddha (CCRAS) is the apex institution for promotion of traditional medicine in India. The studies conducted by this institution encompass clinical, drug, literary, and family welfare research. Many clinics are run by professionals who qualify from these institutesboth in the urban and the rural areas. Mukherjee & Wahile cite World Health Organization statistics to demonstrate the popularity of traditional medicine, on which a significant number of the world's population depends for primary health care. In Sri Lanka the number of traditional Ayurveda practitioners is greater than trained modern medicine professionals. The manufacture and marketing of Ayurvedic medicine has been commercially successful for several pharmaceutical companies. Old manufacturing companies such as Arya Vaidya Sala, Arya Vaidya Pharmacy, IMIS Pharmaceuticals, Dabur, Baidyanath have maintained the classical range, while also patenting certain own formulations, such as Gyncocalm, Jeevani, Eosinophal, Dabur Pancharishta. Similarly, MNCs like Hindustan Unilever Limited, in collaboration with Arya Vaidya Pharmacy, has been promoting its chain of Ayurvedic Massage Therapy Centres in the Brand name of [Ayush Therapy Centre],with two of the major centers located at Kalyan and Vashi.
Outside India Academic institutions related to traditional medicine in India have contributed to Ayurveda's international visibility. Kurup (2003) comments on the role of Gujarat Ayurved University: The Gujarat Ayurved University has signed the Memorandum of Understanding (MoU) with nine Ayurvedic institutes functioning in Japan, Australia, the Netherlands, Italy, Argentina, and Germany to coordinate and facilitate the globalization of Ayurveda through academic collaboration. Earlier, Medical (Ayu) Institute of Russia had signed the MoU with the
government of India, in which Gujarat Aryurved University is also one of the implementing authorities. Ayurveda gained recognition in the Western world as medical scholars, notably , Frank John Ninivaggi MD of Yale University School of Medicine, researched and outlined its various postulates in one major textbook form suitable to Western academic science. In the United States of America, the NIH NCCAM expends some of its $123 million budget on Ayurvedic medicine research. In addition, the National Institute of Ayurvedic Medicine, established by Dr. Scott Gerson, is an example of a research institute that has carried out research into Ayurvedic practices. Gerson has published part of his work on the antifungal activities of certain Ayurvedic plants in academic journals. The postulates and history of Ayurveda have also been outlined by foreign scholarssuch as Dominik Wujastyk in the United Kingdom. Questionable practices in research involving financial gains have resulted in the questioning of some of the research and cases such as the Maharishi Vedic Approach to Health have involved litigations.
Journals A variety of peer reviewed journals focus on the topic of ayurvedic medicine, including the Theoretical and Experimental Journal of Ayurveda and Siddha (TEJAS; published between 1981 and 2008 as Ancient Science of Life) the Journal of Research & Education in Indian Medicine (JREIM), AYU (published quarterly) and The International Journal for Ayurveda Research (published quarterly) None of the journals are PubMed indexed. Patents In December 1993, the University of Mississippi Medical Center had a patent issued to them by United States Patent and Trademark Office on the use of turmeric for healing.The patent was contested by India's industrial research organization, Council for Scientific and Industrial Research (C.S.I.R), on the grounds that traditional Ayurvedic practitioners were already aware of the healing properties of the substance and have been for centuries, making this patent a case of bio-piracy. The Government of India had become involved in promoting traditional medicine by 1997. Sharma & Bodeker report on the various government activities in relation with Ayurveda:
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In India the government became involved in traditional drug production when the Central Drug Research Institute patented two new drugs from ancient Ayurvedic formulas. One, a mixture of black pepper, long pepper, and ginger, allows for the dosage of the antibiotic rifampicin to be halved in the treatment of tuberculosis and other mycobacterial infections. The other is a memory tonic produced from the traditional plant called brahmi. Overseas patenting of turmeric and products of the neem tree caused controversy in India and other nations. In August the U.S. Patent and Trademark Office canceled a U.S. patent on the wound-healing properties of turmeric when the Indian government proved that records had existed for this use for centuries.
Scientific evidence Research suggests that Terminalia arjuna is useful in alleviating the pain of angina pectoris and in treating heart failure and coronary artery disease. Terminalia may also be useful in treating hypercholesterolemia As a traditional medicine, many Ayurveda products have not been tested in rigorous scientific studies and clinical trials. In India, research in Ayurveda is largely undertaken by the statutory body of the Central Government, the Central Council for Research in Ayurveda and Siddha (CCRAS), through a national network of research institutes. A systematic review of Ayurveda treatments for rheumatoid arthritis concluded that there was insufficient evidence, as most of the trials were not done properly, and the one high-quality trial showed no benefits. A review of Ayurveda and cardiovascular disease concluded that while the herbal evidence is not yet convincing, the spices are appropriate, some herbs are promising, and yoga is also a promising complementary treatment. Some ayurvedic products, mainly herbs used for phytotherapy, have been tested with promising results. Turmeric and its derivative curcumin appears to have beneficial properties.[58] Tinspora cordifolia has been tested. Among the medhya rasayanas (intellect rejuvenation), two varieties of Salvia have been tested in small trials; one trial provided evidence that Salvia lavandulifolia (Spanish sage) may improve word recall in young adults,[60] and another provided evidence that Salvia officinalis (Common sage) may improve symptoms in Alzheimer's patients. In some cases Ayurvedic medicine may provide clues to therapeutic compounds. For example, derivatives of snake venom have various
therapeutic properties. Many plants used as rasayana (rejuvenation) medications are potent antioxidants. Neem appears to have beneficial pharmacological properties as well. Azadirachta indicabelieved to have immunopotentiating abilities and used often as an antiinfectivehas been found to enhance the production of IL-2 and increase immunity in human volunteers by boosting lymphocyte and T-cell count in three weeks. Black pepper and long pepper are combined with ginger to form the traditionaltrikatu mixture in Ayurveda. This mixture increases appetite, promotes the secretion of digestive juices, and cures certain gastric disordersparticularly Achlorhydria and Hypochlorhydria. Mitra & Rangesh (2003) hold that cardamom and cinnamon are believed to stimulate digestive enzymes that break down polymeric macromolecules in the human body.[19] Research suggests that Terminalia arjuna is useful in alleviating the pain of angina pectoris and in treating heart failure and coronary artery disease. Terminalia arjuna may also be useful in treating hypercholesterolemia. Azadirachta indica is believed to have immunopotentiating abilities and is used often as an anti-infective. It has been found to enhance the production of IL-2 and increase immunity in human volunteers by boosting lymphocyte and T-cell count in three weeks. Both black pepper and long pepper find application in Ayurvedic medicine in conjunction with ginger to form trikatua traditional mixture. Trikatu has been suggested to increase appetite, promote the secretion of digestive juices, and cure certain gastric disordersparticularly achlorhydria and hypochlorhydria. Scientist Richard Dawkins has openly criticized the use of Ayurveda in the west, claiming that while westerners are turning to Ayurveda, Indians are "voting with their feet" and turning to modern medicine. Furthermore, he says that The idea that ancient equals years of accumulated wisdom is a fallacy...Resuscitating Ayurveda today is rather like bringing back bleeding with leeches.
Safety Major safety concerns include adulteration of herbal medicines with toxic metals, and intrinsic toxicity of herbal medications. Some traditional Ayurvedic treatments use toxic metals, herbs, and minerals as part of their remedies. Rasa Shastra, the practice of adding metals, minerals or gems to herbs, increases the likelihood of toxic metals such as lead, mercury, or arsenic in the remedy.
A 2004 study found toxic heavy metals such as lead, mercury and arsenic in 20% of Ayurvedic preparations that were made in South Asia for sale around Boston and extrapolated the data to America. It concluded that excess consumption of these products could cause health risks. A 2008 study found that approximately 20% of remedies (and 40% of rasa shastra medicines) purchased over the internet from both US and Indian suppliers were contaminated with toxic metals. Traditionally the toxicity of these materials are believed to be reduced through processes such as samskaras or shodhanas (for metals), which is similar to the Chinese pao zhi, although the Ayurvedic technique is more complex and may involve prayers as well as physical pharmacy techniques. Rigorous evidence that the metals may be rendered nontoxic is not available, and case reports describe adverse effects to these metals. There is evidence that using some Ayurvedic medicines, especially those involving herbs, metals, minerals, or other materials involves potentially serious risks, including toxicity. Adverse reactions to herbs due their pharmacology are described in traditional Ayurveda texts, but Ayurvedic practitioners are reluctant to admit that herbs could be toxic and the reliable information on herbal toxicity is not easily available. Following concerns about metal toxicity, the Government of India ruled that Ayurvedic products must specify their metallic content directly on the labels of the product. The harmful effects of the samples is attributed in part to the adulterated raw material and lack of workers trained in traditional medicine. In a letter to the Indian Academy of Sciences, director of the Interdisciplinary School of Health Sciences, University of Pune Patwardhan Bhushan stated that the metal adulteration is due to contamination and carelessness during the much faster modern manufacturing processes, and does not occur with traditional methods of preparation. Publication of the levels of contamination found in the products has resulted in decline of Ayurveda in India as well as abroad. Ayurveda medicines are considered as an alternative medicinal approach by Western medicine standards. Western standards consider Ayurveda medicines to be complementary and alternative medicine (CAM) in its holistic approach to treating the body. The philosophy of Ayurveda medicine offers the ancient Ayurveda medicine science concept of body/mind
balance. Ayurveda medicine treatment consists of Ayurvedic herbs introduced into the body through a balanced Ayurveda medicine diet, herbal supplements, massage and steam therapy. Myth #1: Products prepared from herbal extracts or concentrates are superior Herbal extracts and concentrates can actually cause unwanted side effects in the same way that western pharmaceutical drugs. This is because the natural balance of the whole herb is lost when extracted or concentrated. Myth #2: Higher Potency is more effective Indian Ayurvedic herbs are sourced more than 1100 medicinal plants. Most of these Ayurvedic herbs are harvested from the wild for maximum potency. Ayurvedic medical science also describe the need for different dosages based on the age of the patient. The ancient Vedic texts state that an individual from birth to sixteen years of age is in Bal (child) state, sixteen to the age of seventy as Madhya ( middle age). In all, there are seven basic bodily stages that dictate the dosages of Ayurvedic herbs. Medicinal plants used in Ayurveda treatments are based on individual characteristics and emphasize that each individual is different and needs different dosages of herbal treatments. It is also a science based on frequency and consistency in an Ayurvedic medicine diet. Myth #3: Growing conditions of the herbs does not matter Climate and geography, as well as the method of growing does affect the potency of medicinal plants used in Ayurveda. Many Ayurvedic herbs are found to be indigenous to India and are treasured for their healing properties. The highest quality Ayurveda products are herbal compositions which are made up from organic herbs, flowers, stem and leaves, roots and fruits, which are grown organically without the use of chemicals or pesticides. Myth #4: Testing for contamination is not necessary Ayurveda Medicines should follow closely the ancient processing method described in the Vedic texts for making Ayurvedic herbs. The Ayurvedic herbs, fruits, leaves, spices, oils flowers are composites are used to create natural formulations with no artificial properties. These Ayurvedic medicines contain natural binders like gum acacia. The highest quality Ayurveda medicines are tested for the presence of heavy metals, microbial content and aflatoxin prior to shipment. This is to ensure Ayurveda products only consist of property
identified Ayurvedic herbs of the highest quality in order to meet the increasing demand for Ayurveda products. Ayurveda products are monitored with a quality control process at every step of production, from the actual procurement and identification of these indigenous herbs, to their final destination. Myth #5: Plant identification is not necessary Plant identification is extremely important in all areas of Ayurvedic medicine science. These Ayurveda products are processed and sold as dietary supplements and as ethnic traditional medicines used in the philosophy of Ayurveda medicine. Each of the herbs, roots, oils, leaves and flowers of these Indian plants are required to be identified using an HPLC chromatographic process. Medicinal plants used in Ayurveda are Ayurvedic herbs, oils, plant extracts and other botanical properties found in ayurveda products. To insure their potency and effectiveness, it is vitally important that all medicinal plants used in ayurveda herbal products are grown properly, processed according to ancient traditions and properly tested, manufactured and packaged. Allopathy or modern medicine basically believes in offering symptomatic relief and destroying the organisms that cause diseases. It has become mainstream medicine owing to the fact that there have been path-breaking researches and discoveries happening in various fields of medicine, right from the diagnosis and investigation of a disease to its medication and management. Pharmaceutical companies spend crores of rupees on research and development of new drugs or innovative treatment methods. Most allopathic drugs are synthetically prepared, although a few of them do contain plant extracts too. Ayurveda is an ancient system of medicine that is based on the Tridosha theory. It believes that every disease is caused due to an imbalance in the humors of the body, namely Vath (wind), Pith (bile), and Kaph (phlegm). Each of these types is said to speak of a certain constitution and is associated with a certain group of diseases. Ayurvedic medicines are usually derived from the plant kingdom. However, certain minerals and metals are also used in the form of their salts or as ash. Allopathic remedies are like double-edged swords. They can save lives if used correctly; however, used indiscriminately, they can give rise to side-effects, trigger various allergic responses, or lead to chronic diseases known as iatrogenic diseases. The good part is that extensive research done before the launch of a particular drug helps one to at least know well in advance what one can expect in the form of adverse reactions. Most people seem to be
under the impression that ayurvedic remedies are totally free from side-effects. However, the truth is that the herbs used in the preparation of ayurvedic medicines are crude. The alkaloids or active principles present in these plants can produce toxic effects if taken in the wrong dose or dosage. There are a number of diseases that Allopathy fails to treat satisfactorily, which can be successfully managed by Ayurveda. Jaundice, piles, rheumatoid arthritis, vitiligo, and biliousness are examples of some conditions that are treated better using ayurvedic medicines. The term Natural remedy refers to the ancient tradition of Herbalism. It means treatment of disease using materials of natural origin. This existed even about 60000 years ago when Neanderthal man used herbal preparations to cure animal and insect bites, and injuries. As civilizations came about, each society or civilization started practicing separate forms of Herbalism. This depended on the locally available materials and individual cultures. Thus, different forms of medicine like Chinese, Indian and Greek originated. During the 1400s, in the European countries, a spirit of curiosity prevailed as to How and Why things worked. This saw the birth of Allopathy or modern medicine as we know it today.
Both Natural remedies and Allopathy have their own basis and principles. Natural remedies use whole herbs or herbal extracts in different forms along with some ingredients of animal or mineral origin. Allopathy on the other hand uses naturally or synthetically engineered molecules. The treatment using natural remedies is holistic, that is, treating the individual as a whole and not any symptom or indication. This system believes that a disease is not diagnosed by symptoms alone but also on the mental and spiritual health of the patient. In Modern medicine or Allopathy, treatment is based on symptoms, and is based oncause and effect. It focuses on what physical being causes the ailment and what can be done to cure it. The philosophy behind natural remedies is that Nature has all the ingredients to treat the disease. Nature includes the patients own body. Allopathy believes in specifically targeting the disease causing organisms.
In a way, both systems have one basic role, treatment of ailments and keeping the body and mind well. So, a synergy between the two cannot be ruled out. The exchange of philosophies can lead to both systems co-existing and prove a double boon to patients. A certain amount of synergy already exists between the two systems. Allopathy or modern system of medicine has many examples of plant products used successfully in their natural form or synthetic form. Here are a few examples. * Aspirin or Acetyl Salicylic Acid was originally discovered in the bark of the white willow tree (Salix Alba). The chemical was later synthesized. * The chemicals Digoxin and Digitoxin are extracted from the plant Digitalis. This is used in the treatment of arrhythmia.
* Alkaloids like Reserpine from the plant Rauwolfia Serpentina are used in hypertensive drugs. Modern medicine has the advantage of extensive research that backs it. Natural remedies lack this. The myth that any natural remedy is free from side effects should be broken. All drugs included as natural should be proven to perform their specific actions and researched for side effects. The lack of rules and guidelines make it very easy to market and sell spurious drugs in the name of Natural remedies. Once there is proper scientific evidence and backing, natural remedies can be used in synergy with allopathic drugs. Many countries are striving to achieve this by having guidelines for the release of natural drugs. This will increase the credibility of the drugs. Once the above steps are taken, then maybe natural medicines and allopathic drugs can be used to compliment each other. An allopathic drug that provides symptomatic relief can be given along with a natural remedy intended for the root cause of the disease. For example, in the treatment of a bronchial problem, allopathic drugs can be given to reduce the symptoms of wheezing, and a natural remedy can be given to treat the bronchitis itself. Another example could be about using a natural remedy to reduce the side effects of an allopathic drug, leading to comparatively less stress on the body. These are just superficial examples as it can never be as simple as prescribing two drugs. It is definitely possible to achieve a synergy with the world becoming one global entity and the intermingling of cultures and knowledge from different parts of the world. This will hopefully percolate down to scientific medical research as well. It has been said that in the estimation of the world, India suffers today more through the world's ignorance of her achievements than from the absence of them. India's achievements in the field of medicine are a prime example. The ancient medical science of ayurveda, which is experiencing a renaissance at present, is perhaps the most sophisticated and comprehensive approach to health care the world has known. A comparison of ayurveda and allopathytheir methodologies, origins, curative approaches, and disease causation theories-raises serious questions. While modern medicine is thought to have replaced superstition and "folk" medicine, in comparison to ayurvedic science, allopathy could be viewed as but an extension of the guesswork and superstition it is thought to have replaced-a mere poking in the dark, unfortunately, at the expense of our planet and its life forms.
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Why and how has such a great science as ayurveda been practically lo The answer lies st? principally in foreign domination; a mentality that, incidentally, the allopathic mind-set gives rise to. The present day revival of ayurvedic treatment can also be understood to be the result of the conscious mind behind it-"The meek shall inherit the Earth." Foreign domination lasted in India for over 1,000 years, beginning with the Moghul tribes and ending with the British Raj. At least it has formally ended with the British; but India has yet to reconstruct its great history, and in the meantime it continues to suffer from subtle foreign academic domination. While attempting to piece together the scraps of paper shredded by its foreign rulers, the world academic community continues to postulate a primarily Eurocentric view of cultural and scientific evolution. But the current upsurge of interest in ayurvedic science is not as much an interest in India and her history as it is a groping for meaning in a world dominated by atomism, that has left many unfulfilled at present, and even terrified about our future. When we speak of this ancient treatment system, we speak of a well thought-out world view which, if put into practice, can do much to remedy our modern-day maladies-biological, psychological, social, environmental, and spiritual. In comparing these two methodologies, it will be necessary to first briefly examine the Vedic methodology. The ancient rishis (enlightened sages) employed a scientific methodology that allowed them to understand the mysteries of life, both spiritual and material. In addition to providing them with a thorough knowledge of the life processes, through this methodology they were able to analyze and determine the medicinal value of plants, minerals, and animals, long before the invention of microscopes, analytical chemistry, and other tools of the allopathic school. In contrast, the Western scientific method, which was not developed fully until the time when India had already fallen under foreign rule long after the Vedic age, is clearly inferior. The Western approach is based upon three steps: 1) hypothesis, 2) experimentation and observation, and 3) theory or conclusion. Vedic science, on the other hand, uses three proofs, or pramana, two of which cover entirely the ground encompassed by the Western scientific method. This leaves a third type of evidence at the disposal of the Vedic scientist, giving him a decisive edge over his Western counterparts. As we shall see, this third means of acquiring knowledge takes us to the heart of the difference between these two approaches.
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The first limb of the Vedic means for arriving at truth is pratyaksha, or direct sense perception, including the observations of others. The second is anuman or logical inference based on invariable concomitants, i.e. if A=B and B=C then A=C. Anuman is further supported by agreement in presence, agreement in absence, and non-observance of the contrary. Lastly and most importantly comes aptopadesh, or hearing from authoritative sources, i.e. saints or realized souls, for whom there is an observable criteria, and revealed scriptures, which are the writing of previous saints. Ayurvedic science's premise is that the health of the soul is primary, and everything else revolves around that ultimate state of well-being. Because it has a clear conception of consciousness, intellect, mind, and body, understanding them to be distinct hierarchical realities which evolve from the supreme consciousness to individual consciousness on down, this science is well-equipped to care for all states of disease. Physical, mental, emotional, social, and environmental diseases are all within its scope. On the level of physical health, which is the primary if not exclusive concern of allopathy, ayurvedic scientists were at least as competent as modern allopaths in dealing with any ailment, including the necessity of surgical operations, which were done under herbal anesthetic. I mention this only because the accomplishments in the allopathic surgical field are touted as some of the greatest medical achievements of our time. Ay urvedic surgical insights are recorded in the Shushruta Samhita (1000 B.C.). Any number of modern-day operations, from routine hernia removals to complex organ transplants are mentioned therein. These, however, were not the pride of Ayurvedic treatments. They were last resort measures that were necessary only a fraction of the time in comparison to our modern medical analysis. This was so because of other advances in ayurvedic treatments and the world view that such holistic treatments are part of-one in which nonviolence is held as an esteemed virtute to be cultivated by all. The Vedic rishis divided sentient beings into two broad categories: "moving"- humans, animals, birds, aquatics, etc.-and "non-moving," which included plants, and stones. This prevented such misconceptions as the "animal-metabolism" theory of Hippocrates, and the serious Descartian miscalculation that animals were little more than machines. The rishis understood the nature of consciousness and biological life processes in such a thorough way that not only could every substance produced by the animal, mineral, and plant kingdom be included in the materia medica, but also it allowed for the development of
branches of ayurvedic medicine, which include the treatment of disease in animals and plants. The sensitivity of the rishis was such that they discouraged not only the exploitation of the animal kingdom, but the exploitation of the plant and mineral kingdoms as well, thus preventing the type of environmental crisis that Western science has brought upon us. The basic psychosomatic life processes are delineated as vata, pitta, and kapha, or tridosha, provide the overall conceptual framework upon which to build a complete understanding of the living world. The doshadhatus are: 1) vata, which involves the breath or vital airs; 2) pitta, the bodily fires; and 3) kapha, which involves the bodily fluids. These were translated into English hundreds of years ago as wind, bile, and mucous. These three psychobiological complexes are present in every living being, and health is said to be a perfect balance of all three. The tridosha are the basic building blocks of life, and they make up the hierarchical complex calledsaptadhatu, or the seven tissues: 1) food nutrients, 2) blood, 3) flesh, 4) fat and connecting tissues, 5) bone, 6) bone marrow and cerebro-spinal fluid, and 7) semen or ovum. Besidesdoshadhatu and saptadhatu, a third dhatu: rasadhatu is described, the system of rasas or tastes. The rasas, which are six in number, are derived from foods and the environment. They nourish the bodily tissues in different ways and form the basis for ayurvedic dietetics and herbology. These six tastes-sweet, sour, salty, pungent, bitter, and astringentdetermine the nutritional value of foods and the medicinal effects of herbs, which are considered concentrated foods. These three systems-doshadhatu, saptadhatu, and rasadhatu are foundational to all ayurvedic understanding. The tridosha framework, which determines the individual constitution of each and every person, causes the medical practitioner to not only deal with every patient as a unique individual, but every disease as a unique disturbance. All these systems are understood within the conception of the triguna, which views the phenomenal world in terms of its three principal modes of influence: sattva (clarity), rajas(passion), and tamas (darkness). These trimodal influences the five gross elements, ether (space), air, fire, water, and earthand the subtle elements of mind, intellect, and material ego comprise our biological and psychic bodies, and the entire world of material experience.
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If there is any conceptual framework in allopathy from which its successes arise, it is the simplistic idea that all life is reducible to biochemical and ultimately molecular processes. This is opposed to ayurvedas acceptance of a hierarchical structure of realities culminating in the divine. Although allopathy's view is well formed, it has come about as a result of experimentation; it does not rest on a secure foundation of a fixed conceptual framework, but formulates concepts to serve the conclusions of ongoing experimentation. While ayurvedic understanding works from a broad base down to specifics, allopathy works backwards, coming up from the collection of data and phenomenon from which larger conclusions are then drawna clearly speculative, inferior approach. The problem here is twofold: one, a view based solely on experimentally derived data is one that is subject to change when new and even contradictory data arises through subsequent experimentation, which is endless in this system. This unstable structure can totter at any time, and thus it would be difficult to build a stable society upon it. Entire schools of medical education, for example, and funding for all sorts of projects in a particular direction would be risky ventures. Everything could change in the instance that conflicting verifiable data arises. Although it seems laudable theoretically to experiment, go forward, and be prepared to change direction at any time, it is highly impractical on a societal level. This brings us to the second problem, which is that consistent data does arise regularly, challenging the existing paradigm. But due to the fact that there is so much at stake, it is often ignored, or experimentation loses its objectivity inasmuch as it continues with a view to produce only data that conforms with the existing world view. In other words speculation, which is what modern medicine is seeded in, invariably lends to loss of integrity. Ironically, it is often billed as the noble pursuit of truth. No doubt experimentation is a valid means of acquiring relative knowledge, but it must be conducted within a larger framework which includes descending knowledge in order that it not degenerate into self-deception. Experimentation conducted within the ayurvedic tradition either rejects or accepts evidence based on whether it is or is not contradictory to descending knowledge, the spiritual world view. The intuitive or divine origin of the ayurvedic tradition opposes the blind prodding of dead matter that makes up experimental Western medicine. While experimentation is an important part of pramana, in the ayurvedic tradition it is carried on within a larger conceptual framework based upon descending knowledge. Again, Western medicine is just a collection
of identified systems, symptoms, and results lacking any guidance from higher intelligence. The ayurvedic tradition descends from higher intelligence, and is not subject, at least from the start, to the faults of conditioned human reason. The allopathic approach is much more akin to the superstitious medicine of uncivilized peoples than is the ayurvedic tradition, although modern medicine men would have it seem otherwise. Here the unbiased will have to ask themselves: "Is there perfect knowledge?" If the answer is "no," then we may as well stop there. But Western thinking assumes that there is perfect knowledge to which we can evolve, while the questionable means of evolution involves the utilization of imperfect instruments and human frailties. Vedic science also admits to perfect knowledge, but being that it is perfect, that knowledge is considered superior to mankind, and thus human society can attain it only if it chooses to reveal itself. Although the knowledge of the ayurvedic tradition is basically secular, dealing with the phenomenal world, the conception of the material world is one that descends from the spiritual plane. Allopathy's rational methodology, it must be remembered, arose as a reaction to irrational European reliance on incantations and superstition that could be considered pre-rational spiritual sentiments, or a vitiated form of the rational spirituality of ancient India. It is an overreaction to unscientific medicine and pseudo-spirituality, neither of which are elements of ayurvedic teachings. It sprang not from the spiritual platform, but the speculative mental fabric of "religious" men of the time. Although the founding fathers of the new European era of reason "believed in God," their spiritual premise was so weak that they could not foresee that the new concepts they introduced would develop into the greatest nemesis of their illconceived spirituality. Not so for rational Vedic spirituality, however, which even today is having an impact on many of the world's greatest scientific minds, as is its subsidiary, the ayurvedic teachings. Such teachings are paradigmatically different from the neo-Aristotelean paradigm reigning in Europe before the reactionary advent of modern medicine. While modern medicine's votaries sought to secure an experimentally testable method to replace ad hoc medicine, ayurvedic vaidyas(physicians) were employing their own scientific, experimentally testable methodology and divine insight within the dhatudosha framework. Although modern medicine is credited with "successfully" treating infectious disease, it may really only have succeeded in causing what is now called chronic disease, which in turn it does not know how to treat. Because it arises as a reaction to another form of ignorance, it is
only a half-ruth at best. Reactionary solutions are never complete solutions. A Hegelian synthesis has yet to appear to balance the antithetical movement of modern medicine and science. Many persons in the West are now attempting to resurrect Eastern healing systems and interface them with allopathy in such a synthesis. Although I will explore this idea in my conclusion, Eastern medicine is foundationally different from modern medicine, which makes such a synthesis almost impossible. Of the two foundations, the structural composition of conventional medical knowledge in the West rests on an enormous yet flimsy infrastructure of experimental achievements. Thus it lacks the comprehensive aura of true medical wisdom. Fundamentally different from each other are the Eastern and Western approaches to disease causation, and for that matter, as to what actually constitutes disease. In the Charaka Samhita, an authoritative ayurvedic text, we find the following: "As the age of truth declines, some people find themselves in possession of too much adana (greed), which leads to gaurava (heaviness in the body and mind). This condition leads to shrama (lethargy), which leads to alasya (laziness). Laziness leads to sanchaya or hoarding, which leads to parigraha or capturing what belongs to others. Parigraha leads to further greed and avarice (lobha). This chain of demoralized actions continues through treachery, falsehood, uncurbed desires, anger and wrath, vanity, hatred, cruelty, shock, fear, distress, sorrow, and anxiety. Then the bodies and the minds of the people deteriorate and become easy prey to disease. Thus even the span of life is shortened." Further, Charaka describes an interesting condition he calls the epidemic of arms: "When greed, anger, avarice, pride, and vanity hold sway over people's minds, they, despising the weak and irrespective of the victim being their own kith and kin, take to invading and destroying each other." Thus the impact of immoral and improper action on disease causation is clearly indicated in the ayurvedic tradition. Charaka goes on to describe other causative factors, linking the overall mental, physical, and moral health of the people with the moral integrity of the heads of the family, village, city, state, and nation. The Western medical system lacks a complete causative theory. Ayurvedas doctrine of karma, a well-developed and reasonable concept, which, simply put, extends the atomic notion that each action has an equal and opposite reaction into the moral realm, deserves to be distanced with dignity from the popular simplistic understanding of its principles often appearing on the lips of T.V. hosts in jest. This is especially so when at the same time biomedicine is now at an impasse on account of its primitive causation dogma, a theory that
if really thought out could certainly bring a few laughs. Obvious causative influences psychological, social, environmental, etc.can not be admitted as such due to the reductionist world view of allopathy. But can any sane person continue to insist that the mind, the environment, and social circumstances do not directly influence our physiology or, worse still, insist that a hierarchical reality above the physical plane does not exist at all? According to allopathy, disease is a result of invading organisms, metabolic imbalances, tissue degeneration, etc. In the model of infectious disease, for example, the invading agent is to be tracked down and killed. This approach is genocidal; it attempts to annihilate entire species of the vast microscopic world. According to the ayurvedic tradition, disease is an imbalance in nature, there is no question of killing. Free from the folly of attempting to kill everything, the ayurvedic tradition recognizes the inscrutable will of the Supreme, and the right to life of even the microrganisms. The attack-and-destroy methods of modern medicine are as foreign to the rishis of India as the modern battlefield is to their peaceful hermitages. What is the chance of allopathy achieving its goal of a germ-proof world, anyway? At present modern science is creating new germs, or the conditions which give rise to the appearance of increasingly resistant strains of viruses and bacteria. Thus the greatest causal factor of disease in allopathy may well be itself. At the risk of sharp criticism I have highlighted several of the shortcomings of modern medicine. But if we consider the treatment of the ayurvedic tradition by modern medical advocates, it seems justifiable. Yet what the world needs is something more than that, although it is a necessary beginning. Modern medicine has fed the modern world the pill of propaganda to the point of mass addiction. Thus many of us need to be jolted from our firm faith in a system of medicine that is far from perfect. At the same time my criticism of allopathy comes on the heels of considerable discontent with modern medicine, both from the ranks of alternative medicine and allopathic quarters as well. That modern medicine needs help is no secret to the informed. The last decade has seen a tremendous interest in alternative medicine, and recently the ayurvedic tradition in particular is receiving attention. The reasons for this are varied, from the ecconomics of costly research involved in allopathy, including the necessity of importation driving communities away from desireable self sufficiency, to the side effects of drugs, which in turn require more drugs ad infinitum. The doctor/patient relationship is also
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at a low ebb in allopathy, and many people are seeking more personal care and participation in cure. Unknown to many is the fact that modern medicine has paid considerable attention to the ayurvedic tradition in search of medicinal plants from which to extract new and effective drugs. A number of world agencies have pinned their faith in traditional medicine including the ayurvedic tradition. WHO, UNIDO, and UNESCO all have recognized the importance of medicinal plants, encouraging research so that herbal medicines can be put to more efficient use. A convincing statistical presentation could be put forward such that one would think that the ayurvedic tradition and other traditional medicines are having a major impact on modern medicine. Yet almost all of the interest in the ayurvedic tradition in the allopathic medical community is aimed at finding herbal remedies, and the soul does not rest in herbal formulas. Its value is being determined today in allopathic quarters largely, if not entirely, through the measured effectiveness of its recommended medicinal plants, which allopathy uses in suppressing the "findings" of disease. Little if any consideration is being given to the philosophy of the ayurvedic tradition. But it is in the investigation of it's conceptual framework, its philosophical underpinnings, that hope for an improved medical care system for our modern world lies, not in adding herbal formulas to the edifice of allopathy. If there is to be any merger of these two medical traditions, it can only be one in which the broader foundation of the ayurvedic tradition is complimented by various experimental findings of allopathy, not vice versa. It is no longer permissible to ignore the diseased condition of our environment, social conditions, and mental states, and continue to extol the virtues of our system of medicine. Modern medicine is shortsighted and narrow in its focus. In the long run, now some 200 years down the road, the scales are tipping; modern medicine may ultimately do more harm than good. Although concerns for conditions which lay outside the sphere of allopathybut which allopathy contributes to negatively nonetheless-are being mobilized, it is questionable just how much of a change they can effect. The comprehensive world view of which the ayurvedic tradition is a parta rationally spiritual onemay therefore be worth attempting to resurrect. This is especially so when at the same time interest in Eastern medicine and philosophy is surfacing in many Western scientific circles. If one questions just how much of this ancient science can be revived, the answer lies in the fact that it is descending
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knowledge. It can be revived in proportion to our realization of our utter necessity for higher guidance, to which Divinity is so sympathetic, lost as we are in a maze of guesswork. An exhaustive comparison of these two medical traditions is a study well worth undertaking. From its methodology to its conceptual framework, consideration of origins, disease causation theory, and approaches to cure, the ayurvedic tradition has much to offer. The broader scope of Eastern medicine is hard to deny, and the ayurvedic tradition is clearly the mother of all Eastern medical disciplines, including Chinese and Tibetan medicine. If it appears to fall short on account of the advances in specialized fields of allopathy, that may in fact be to its credit. Implementation of the world view of the ayurvedic tradition could very well diminish the need for many of the "advancements" of allopathy. The ayurvedic tradition is not on the same level as pre-industrial revolution medical developments in Europe, as many would like us to think. In fact, all of Europe owes an intellectual debt to India. Had this been recognized long ago, the development of European medicine, and science in general could perhaps have avoided the long detour they have taken in the form of modern science and medicine.
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CHAPTER 3
YOGA AND PHYSICAL THERAPY

y STUDY OF YOGS OF PATANJALI YOGPEETH y YOG CENTRES OF PATANJALI YOGPEETH
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STUDY OF YOGS OF PATANJALI YOGPEETH

21st Century Rediscovers yoga / Pranayam Efforts made by Patanjali Yogpeeth has now led to the wider acceptance of yoga as countless people realized that their serious ailments were getting cured with the practice of Pranayam. Today people of every age, segment, caste and religion have made yoga part of their daily routine. Indeed it is an incredible phenomenon when people from all walks of life have accepted culture and tradition of yoga. It is also true that untill yoga is fully backed by clinically controlled trial, some selfish, prejudiced people will continue to indulge in the politics of allegations and counter allegations. However, such controversies indirectly help in promoting yoga. Whatever experiments we have done so far, prove that yoga can be a solution for all the problems of the world. Experiments, results, analysis, and preseverence constitute the process of reaching the truth. We are committed to establish yoga and Ayurveda on international platform as an evidencebased part of medical science. Besides commoners, senior politicians, administrators, senior judges, media and management professionals have learned yoga directly from Swami Ramdevji Maharaj. Many states have made yoga education compulsory in schools. Defence personnel, police officers, and others from related fields have learnt Pranayam and are making efforts to introduce it in their system. Swamiji has been instrumental in integrating worlds spiritual and virtuous strengths. An ambitious plan is being implemented to give yoga an international platform. Trained yoga teachers of Patanjali Yogpeeth are giving free yoga education in several countries including UK and USA. In almost every district of India, Patanjali yoga training committees have been formed and are working with complete dedication and devotion. Around five to 10 lakh main and assistant yoga teachers will be ready to take charge by the end of 2007 and 2008. We can together achieve the goal of building a healthy India and world. Daily practice of yoga not only gives good health but also develops healthy thoughts, attitude, positive mind and develops good qualities. We believe that very soon yoga would become a part of international culture and the whole world will accept Indian philosophy of life supported by scientific evidence. We Indians should take pride in the fact that wider acceptance of yoga will also pave the way to world peace and welfare. yoga will help in creating a healthy, sensitive society, nation and world.
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A healthy and sensitive mind and body will be free from all kinds of violence, casteism, regionalism, communal differences and gradually there shall be more of harmony, love, peace, humanism, sense of service, empathy and tolerance in this world. There will be heaven on earth. The integration of science with spiritualism will reduce the negative impact of development. Swamiji is carrying on his yoga revolution guided by the principle of Sarvey Bhavantu Sukhinah Sarvey Santu Niramaya that is may everyone be happy and disease-free. Nobody should feel insecure or be poor. Swamiji is executing this mission through yoga camps, so far more than hundred camps have been organized in India and abroad. The main objective of these camps is to make the whole mankind healthy, free of pain, suffering and diseases. Swamiji has a dream that of seeing to see India regaining its old status of a world mentor and to guide people in recognizing their ultimate goal and in realizing their full potential. There is nothing human in conquering the world with muscle and money power. The main thought behind the concept of a world mentor is that India should continue its work to propagate human values and should lead and protect the people who are oppressed and suffering because of all sorts of reasons. There could be no other sublime objective than the objective of building a Healthy India and Healthy World'. Swamiji is working tirelessly towards this objective by bringing yoga to every individual in this world which is not only a difficult but almost impossible task. Though print and electronic media have played a major role in disseminating knowledge of yoga throughout the world, it also promotes negative aspects of life like violence, lust and crime that go contrary to the cocepts of yoga. However it is heartening to point out that media in general has displayed a very positive approach in extending yoga to each and every individual. Swamiji is committed to the welfare of not only Indians but of the humanity in general and has made a great progress in his mission. His in-depth discourses on issues relevant to today's life and his knowledge of how to lead an ideal life based on Vedic principles and to develop ones life in totality - are a source of inspiration and motivation for the mankind. He is a yogai, an ascetic who has selected the path of yoga to relieve the mankind from suffering, depression and tension. He does not aim for profits like multinational companies which only aim for profits and he is not acting out of selfish interests to mislead or confuse people. Revered Swamiji has organized yoga camps in almost all the big cities of India and also overseas in UK and USA and plans to do it world wide. Besides Swamiji has addressed and trained thousands in various yoga camps organized in schools, colleges, jails and as part of
social and spiritual programmes. In the next few months Swamiji Maharaj plans to hold yoga camps in UK, USA, Canada, Thailand (Bangkok), Dubai (UAE), Indonesia, Mauritious, Holland, Kenya, Uganda, Yugoslavia, Tanzania and Nepal. Swamiji's yoga revolution has reached almost all the nations of the world through electronic media, various magazines and newspapers and through his own publications.
yoga, A Ray of Hope for People in Despair Since ancient times, sages have been saying: Sharirmadhyam Khaludharam Sadhnam, i.e. be it work or pleasure, it is possible only through a healthy body. Modern medical science also considers prevention to be the primary step towards good health. Therefore it is necessary to make yoga a part of daily routine. It is true that is cause of illness some may have the means to benefit from the big hospitals and be able to afford the huge cost. But 65 percent of Indian population and a large number of people in other countries who cannot even think of seeking expensive medical treatment, have been blessed with life-saving medicine in the form of yoga. It is also a blessing for those who are well off but are almost dead as they suffer from incurable diseases. They have the resources but do not know what treatment to take. yoga and Pranayam have prevented people from getting into such dismal situations. yoga offers a recourse for those who have lost hope, it opens a new path when all other paths are closed. Just walk in into any yoga camps of Swami Ramdevji and you can experience the unity in diversity of this country. The people gathered might be wearing different clothes but the hearts feel the same, features could be different but the minds think the same, interests can be different but creativity is the same. You can see people of all ages, religions, community, caste, and class mingling together and striving for one common goal of achieving good health through yoga. It will be difficult to experience such a fascinating sight anywhere else except at Swamijis yoga camp. Rich and poor, men and women, young and old all come in huge numbers to gain some knowledge from Swamiji. People start queuing up in front of the venue in the wee hours, they start arriving very early to secure a place in yoga camps. When it is usually time to go to sleep, people start getting ready to reach the camp. The enthusiasm, the curiosity is worth seeing. You can see a little girl holding her grandmothers hand and a grandfather could be seen carrying his grandson on the shoulders to the yoga camp. These are just a few instances to give you a feel of our camps. If you get into a traffic jam even on a usually deserted road, it
must be that a large number of people could be rushing to a yoga camp or coming back from it. Even in a country like England, where people wake up late in the morning, thousands of cars and vehicles can be seen stranded on the roads in the wee hours, it is a sure sign that Swamijis camp must be on somewhere nearby. These scenes incidences cannot be expressed in words, nor captured in pictures. However, we are presenting a few pictures here to show of millions of people who come to listen and catch the glimpses of a saint. High Profile People of World from all Walks of Life Find a Common Platform in yoga Some of the top personalities of the world including social workers, intellectuals, actors industrialists, bureaucrats, political leaders, have come together at one common platform of yoga leaving behind their competition and differences. Whenever Swamiji's yoga camps are organized the very important inhabitants of the that particular city are always present at the venue. If they have not been able to attend the camp due to some unavoidable reasons then they have contacted Swamiji and learnt yoga in the privacy of their homes. Swamiji's efforts have attracted the famous personalities of not only India but also the world. It is only because of his worldwide yoga movement that today various international organizations are inviting him for various projects. Many top personalities of the nation and abroad including First citizen of India, honourable President, Dr A.P.J. Abdul Kalam, Vice-President Bhairon Singh Shekhawat, Noble Prize Winner Harry Croto, Britain's Health Minister, Patricia Hewitt have discussed yoga in detail with Swamiji. UNESCO has invited Swamiji to participate in its povertyeradication programs Children are the future of the nation Children are the future of the nation, they are the backbone of our nation, if we inculcate good values and virtues in them from a young age then we can certainly reach great heights. They should be taught about our rich culture, and we should teach them the harmful effects of ddiction like alcohol, drugs, fast food, junk food, cold drinks and how the nation's wealth can be conserved. If children are healthy, the nation will also be healthy. Swamiji organizes special camps for children with this objective in mind. The presence of children in these camps has been between 25 thousand to 1.25 lakh in 100 camps organized at different places, which has given direct benefit to more than 50-60 thousand lakh children. We are confident that if children practise yoga along with their grandparents, then nobody can stop India from getting back its status of the World Mentor. Today several millions of children are learning
yoga from Swamiji. We are presenting a few pictures here to show the overwhelming response from children. Swamiji's efforts have inspired children towards patriotism, culture and balanced diet. They will definitely be able to control the temptation for junk food and cold drinks.Children are the future of the nation, they are the backbone of our nation, if we inculcate good values and virtues in them from a young age then we can certainly reach great heights. They should be taught about our rich culture, and we should teach them the harmful effects of addiction like alcohol, drugs, fast food, junk food, cold drinks and how the nation's wealth can be conserved. If children are healthy, the nation will also be healthy. Swamiji organizes special camps for children with this objective in mind. The presence of children in these camps has been between 25 thousand to 1.25 lakh in 100 camps organized at different places, which has given direct benefit to more than 50-60 thousand lakh children. We are confident that if children practise yoga along with their grandparents, then nobody can stop India from getting back its status of the World Mentor. Today several millions of children are learning yoga from Swamiji. We are presenting a few pictures here to show the overwhelming response from children. Swamiji's efforts have inspired children towards patriotism, culture and balanced diet. They will definitely be able to control the temptation for junk food and cold drinks. yoga for Defence Personnel Soldiers guard the borders of our nation and work for more than 16 hours a day. They are supposed to be alert and vigilant all the time and have to brave tough weather conditions. Moreover, they do not see their families for several months together and yet they are committed to protect the motherland. They are indeed fortunate as they have the chance to serve the motherland. But it is also true that incidences of irresponsibility are increasing in police, defence force or any other system associated with security of the nation. They are breaking down under intense stress and driven to suicide making their families helpless. Those who are supposed to make the society free of terror and war, are themselves plagued by, insecurity and depression. The only resource to change the heart, attitude of these people is yoga. Swamiji has organized yoga camps in different institutions associated with police and defence. He has aroused the feelings of patriotism and tried to relieve defence personnel from mental tension and physical ailments. Today, thousands of defence personnel are participating in these activities. Here are a few glimpses. Swami Ramdevji teaching yoga to the Border Security Force personnel
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yoga in Prisons: Transforming the Criminal If a person commits crime knowingly or unknowingly he or she is imprisoned subsequently if the persons inner consciousness motivates him to do some good work for the society, humanity or the nation then probably this would be the greatest gift for the mankind. The main objective of punishment is to bring about improvement. If this process takes place through self-realization then it would transform a person's life. Swamiji has made a beginning in this direction. When a criminal will look within in the light of yoga, it is sure to bring about positive change in their attitude towards life. Swamiji believes that it is necessary to look at negative aspects of a criminal humanely in order to establish peaceful society. When the society and individual will be free from criminal attitude then problems like terrorism, robbery, dacoity, murders, kidnapping will reduce. Swami Ramdevji Maharaj has organized yoga camps in different prisons including Tihar Central Jail, New Delhi. He has brought terrorists and criminals on the platform of yoga and aroused the feeling of patriotism in their hearts. The result being that today the prisoners are giving yoga training to their fellow inmates Prisoners. No one can't help admiring the simplicity of the techniques for practicing the different PRANAYAM (controlled breathing) which His Holiness Swami Ram Dev Ji Maharaj has evolved and has been teaching to the common mass in India. One finds the methods taught by His Holiness Swamiji very simple for any lay person to pick up and follow. It is the simplicity in the technique that is making Pranayam a part of life to' common man. Pranayam were there in Text Books for long time but, no one from the common mass in India did have access to it for the techniques for practicing them were very complex. There were also some words of caution attached to such instructions, as "any deviation from the practicing techniques would cause immense harm to a person". This gave birth to an idea that Pranayam should never be attempted to be practiced individually and should only be practiced in the guidance and vigil of a trained Yoga teacher (Guru). Such rigid rules, complexity in practicing techniques and above all the caution that, any deviation in the practicing techniques would cause immense harm to the person, took Pranayam far away from common mass and was finally lost and buried. No one dared to practice such an art which would cause harm to them if there is even a slightest of deviation in the technique. His Holiness Swamiji has done a tremendous job in breaking this concept of fear in common mass about the harm caused by Pranayam. His Holiness has devised very simple techniques for practicing the
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Pranayam which are very easily picked up by any common man just by watching the T.V. His Holiness Swami Ji has also assured the common mass that Pranayam can never cause harm to any person attempting to practice individually. His Holiness Swamiji has exhumed the Indian ancestral science of Pranayam from the grave of darkness, fear and monopoly of a few and presented it in its simplest from for the welfare of the mankind. His Holiness Swamiji has removed the veil of darkness and the mystery of Pranayam is unfolding itself to the common mass in India. People have suffered a lot from various diseases and some had also embraced death although this magic science of Pranayam existed in India confined only to some Text Books in techniques best known to their authors. They ever targeted the welfare of common mass. The Pranayam as taught by His HolinessSwami Ramdevji Maharaj consists of the following eight breathing exercises in sequence. 1. Bhastrika pranayam 2. Kapal Bhati Pranayam 3. Bahaya pranayam 4. Anulom Vilom Pranayam 5. Ujjai Pranayam 6. Bhramri Pranayam 7. Udgeeth Pranayam 8. Pranav Pranayam (Concentration on Breathing) In addition, His Holiness also advises Agnisaar after Kapal Bhati Pranayam to all particularly those who are incapable of performing Bahaya Pranayam because of several reasons including poor health. Hatha Yoga The term Hatha Yoga has been commonly used to describe the practice of asana (postures). The syllable 'ha' denotes the pranic (vital) force governing the physical body and 'tha' denotes the chitta (mental) force thus making Hatha Yoga a catalyst to an awakening of the two energies that govern our lives. More correctly the techniques described in Hatha Yoga harmonise and purify the body systems and focus the mind in preparation for more advanced chakra and kundalini practices. The Hatha Yoga system includes asana along with the six shatkarmas (physical and mental detox techniques), mudras and bandhas (psycho-physiological energy release techniques)
and Pranayama (pranic awakening practices). Fine tuning of the human personality at increasingly subtle levels leads to higher states of awareness and meditation. 1. Yogasana (Yoga positions) 2. Six shatkarmas (physical and mental detox techniques) 3. Mudras and Bandhas (psycho-physiological energy release techniques) 4. Pranayama (Pranic awakening practices)
Bhakti Yoga Bhakti is a Yoga of devotion or complete faith. This faith is generally in the God or supreme consciousness in any of the forms. It may be Lord Rama, Krishna, Christ, Mohammed, Buddha etc. It may be a Guru for his disciples. Important thing is the person interested in following this path should have very strong emotional bond with the object of faith. The flow of emotional energy is directed to this object. Mostly people suppress their emotions and that often reflects in the form of physical and mental disorders. This Bhakti Yoga releases those suppressed emotions and brings the purification of inner self. Continuous meditation of God or object of faith gradually decrease the ego of the practitioner, which further prevents new distractions, fickleness or even pain and induces strong bonds of love. Slowly the practitioner looses the self identity and becomes one with the object of faith, this is a state of self realization. Karma Yoga Karma Yoga is a path of devotion to the work. One looses his identity while working, only selfless work remains. This state is very difficult to achieve. Generally some rewards or incentives or outcome follows the work and one is attached to this reward or incentive. This is not the Karma Yoga. Non-attachment with the work and becoming the perfect instrument of the super consciousness in this manifested universe is the ultimate aim of Karma Yoga. In the initial stages of Karma Yoga, individual possesses strong sense of ego and consciously or unconsciously he is attached to the fruits of his efforts or at least praise or recognition but by continuous involvement in the work and change in mental attitude, one can surely disassociate himself from the ego and his own personality. In this state the work becomes worship to the God, it becomes spiritual, also the individual becomes expert, skilled and Yogi. He achieves stability of mind in all conditions, he is not disturbed or excited or happy
in any of the situations. He becomes divine & his actions represent God's will. The essence of Karma Yoga as extracted from 'Bhagvad Gita' says: The world confined in its own activity except when actions are performed as worship of God. Therefore one must perform every action sacramentally and be free of your attachments to the results. Jnana Yoga Jnana Yoga is the process of converting intellectual knowledge into practical wisdom. It is a discovery of human dharma in relation to nature and the universe. Jnana Yoga is described by tradition as a means to obtain the highest meditative state and inner knowledge. Jnana literally means 'knowledge', but in the context of yoga it means the process of meditative awareness which leads to illuminative wisdom. It is not a method by which we try to find rational answers to eternal questions, rather it is a part of meditation leading to selfenquiry and self-realisation. Some of the components of Jnana Yoga are : 1. Not believing but realising 2. Self-awareness leading to self-analysis 3. Experiencing knowledge 4. Realising the personal nature 5. Developing intuitive wisdom 6. Experiencing inner unity Kundalini Yoga (From the Tantras) This system of Yoga is concerned with awakening of the psychic centers or chakras, which exists in every individual. (Please refer to the figure) There are six main chakras in the human beings. The mind is made up of different subtle layers. Each of these layers progressively are associated with the higher levels of consciousness. Each of these levels are related to the different chakra or psychic center located throughout the psychic body. There are no of other chakras apart from the six main, which are associated with planes below the human level. In all we have chakras that connect us to animal levels of mind, to the instinctive realms of being or to the sublime heights of consciousness. In Kundalini Yoga, higher-level chakras are awakened and also the activities associated with these higher psychic centers.The basic method of awakening involves deep concentration on
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these chakras and forcing their arousal. Asanas, pranayama, mudra and bandha and other forms of Yoga such as Mantra Yoga are also used to stimulate the awakening.
Kriya Yoga The word kriya means 'activity' or 'movement' and refers to the activity or movement of consciousness. Kriya also refers to a type of practical or preliminary practice leading to total union, the final result of practice. Kriya Yoga does not curb mental fluctuations but purposely creates activity and awakening in consciousness. In this way all faculties are harmonised and flower into their fullest potential. Kriya Yoga originated in antiquity and evolved over time through practise and experience. The full form of Kriya Yoga consists of over 70 kriyas out of which only 20 or so are commonly known. The kriya practices are inscribed in numerous tantric texts written in Sanskrit. To date only a few of these have been translated into other languages. The most authoritative magna opus on the subject of Kriya. The practices of Kriya Yoga were propagated by Swami Satyananda Saraswati from secret teachings described in the Yoga and Tantra Shastras. The kriyas, as taught by Satyananda
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Yoga, are one of only two systems of Kriya Yoga recognized the world over, the other being that of Paramahamsa Yogananda
Raja yoga Raja Yoga usually refers to the system of yoga that is described in the Yoga Sutras of Sage Patanjali. In this ancient text Sage Patanjali describes eight stages of yoga which are known collectively as Raja Yoga. Raja Yoga is a comprehensive yoga system which deals with the refinement of human behaviour and personality through the practice of the yamas (restraint) and niyamas (disciplines); attainment of physical health and vitality through asanas (postures) and pranayamas (pranic breathing techniques); management of mental and emotional conflicts and development of awareness and concentration through pratyahara (sensory withdrawal) and dharana (concentration); and developing the creative aspect of consciousness for transcendental awareness through dhyana (meditation) and samadhi (absorption in the universal identity).
Swara Yoga Swara is Sanskrit word, meaning sound or note. It is also a continuous flow of air through one nostril. Yoga means union, so Swara yoga is a science which is realization of cosmic consciousness through control and manipulation of breath. Swara Yoga is science which is a complete study, observations, control and manipulation of breath or Swara. Pranayama is only related to control of breath in various ways. In swara yoga, you will find association of breath in relation to activities of sun, moon, various seasons, physical and mental conditions of individuals etc. So Swara Yoga is more comprehensive in theory and practices related to breath. Yoga science of breathing is called prayanama. Oxygen is the most vial nutrient to our body. It is essential for the integrity of the brain, nerves, glands and internal organs. We can do without food for weeks and without water for days, but without oxygen; we will die within a few minutes. Where to Perform Pranayama yoga Pranayama techniques are best practiced while sitting on the floor on a folded blanket. This form of practice is applicable to padmasana also. However; any other posture will do
provided the back is kept erect from the base of the spine to the neck and perpendicular to the floor. Bad and poorly performed posture will lead to shallow breathing and low endurance. One must empty the bladder and bowels before starting pranayama yoga. When to Perform Pranayama Pranayama yoga must be performed in empty stomach. The best time for practice is the early morning, preferably before sunrise when the pollution is at its lowest level, and the body and brain are still free. However, if morning is unsuitable, pranayama may be practiced after sunset, when the air is cool and pleasant. The place suitable for all kinds of Yoga must be clean and calm.
Nadi Sodhana: Following steps instruct on how to perfrom the nadi sodhana pranayama:
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Sit down in a comfortable place assuming a cross legged position Now use your thumb (right hand) to close the right side of your nose. Inhale deeply using the left nostril Now close the left nostril and exhale using the right one In the same way, now with the left nostril still closed, inhale using the right nostril and exhale with the left one You can continue doing this exercise for around 10 - 15 times.
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Shitali Pranayama: Sheetal also means cool, and this pranayama technique will help you achieve the same. To perform shitali pranayama, be seated in a comfortable position. Cross your legs and take five to six deep breaths to get yourself prepared. Now open your mouth in a "o" shape and start to inhale through the mouth. When you exhale, do so with your nose. This can be repeated five to ten times.
Ujjayi Pranayama Ujjayi means the ocean and this pranayama is about mimicking the oceanic sound or the sound of the waves. To do this, be seated in a comfortable position crossing your legs. Now
start to inhale and exhale deeply using your mouth. While doing this, constrict your throat as if something is choaking it when you exhale and inhale the air. This will produce a sound similar to the ocean when you breath. Now close your mouth and start to breath using your nose, but maintain the same tone to your throat so you still continue to make the same sound as your breath. You can repeat this prayanama breathing exercise for about ten to fifteen times.
Kapalabhati Pranayama: To perform the kapalabhati pranayama technique, sit in a comfortable position crossing your legs. Perform two to three deep inhales and exhales. Now inhale deeply and exhale forcefully drawing all the air out. Your belly should be drawn in, as you exhale. When you inhale, let it happen passively without you making any effort to inhale as the belly goes back to normal position. Exhale forcefully again and continue doing this for about 20 to 30 times.
Dirga Pranayama - Three Part Breathing The dirga pranayam is a bit different from other types as it involves lying down on your back instead of being in a seated position. This technique involves very deep inhalation and exhalation. To perform this panayama, lie down on your back and close your eyes. Breath normally and then slowly take deep breaths, relaxing your body. Now inhale a lot of air in slowly to fill your belly up. Your belly should rise up like a balloon. Hold this position for a few seconds and exhale drawing the belly inwards ensure there is no air left. In the second step, inhale deeply to fill up the belly. Inhale a bit more to fill up air in your rib cage. When you exhale, exhale air from your rib cage and then from your belly. In the third step, inhale deeply to fill up your belly and rib cage with air. Inhale a bit more to fill up your heart center (area around the heart) with air. When you exhale, exhale air from the heart center, then the rib cage and then the belly. Repeat the whole process for five to six times
Viloma Pranayama VILOMA Pranayama involves praused breathing at regular intervals and can be divided into
two stages. The first stage is called 'paused inhalation' and the second stage is called 'paused exhalation'. Let's look at these stages in detail:
Viloma Paused Inhalation:

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Lie down in a comfortable position and try to relax. Breath deeply, but normally Now inhale for 2 to 3 seconds and pause. Hold your breath for two seconds and then restart inhalation. Pause inhalation again after 2 to seconds. Inhale again. Repeat this process untill the lungs feel full of air Exhale now, slowly, till you feel empty of air
Viloma Paused Exhalation: The paused exhalation is the exact opposite of the inhalation process. In this case, you inhale deeply and normally without interuption, but exhale with regular pauses.
Anuloma Pranayama Just like Viloma Anuloma is about alternate nostril breathing. In this case, the inhalation and exhalation is done with one nostril blocked and the other partially open. Some variations of the yoga are granular anuloma. This type of pranayama is particularly useful in clensing the nasal passages and creating calmness within. What is the Importance of Pranayama? Practice of pranayama yoga has been reported to be beneficial in treating a range of stress related disorders, improving autonomic functions, relieving symptoms of asthma, stuttering and reducing signs of oxidative stress. Pranayama techniques are also effective for depression cure. Practice of prayanama develops a steady mind, strong will-power and sound judgment. In addition regular pranayama helps extends life and enhance perception In old age, the respiratory function decreases due to the contraction of the air cells of the lungs, which therey takes in less oxygen. Prayanama will help to normalize their size and make the red corpuscles circulate in all parts of the body, infusing life and vigor throughout. Through regular practice even old people can delay the ageing process.
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Patanjali`s types of Pranayama Bhagavan Patanjali have distinguished four types of Pranayama , depending upon the nature of taking pauses. In the first type , the pause is made after a thorough exhalation. When the pause is made after a deep inhaling, it would comprise of second type. In both first and second types, the students need to take special efforts to hold his breath out or in. No special efforts are needed to undertake in the third and fourth types. In the third type, the student has the liberty to stop respiring at his will and also continues it for quite sometime very easily without much physical exertion. Like the third type, in the fourth type too, a student can take pauses. However one needs to exhale air for sometimes before inhalation and then takes pauses. In the literary works of the later period various names have been given to these types of Pranayama. The first type of Pranayama is known as Bahya ` Kumbhaka while the second type is called Abhyantara ` Kumbhaka, `Kevala Kumbhakas` refer to both third and fourth types of Pranayama. From his commentaries few derivations can be made regarding theses types of Pranayama. Patanjali exclusively coins the words Bahya and Abhyantara. Today, the modern physiologists have derived the concept of `apnea`, though in a more elongated form, from Kevala Kumbhakas. Apnea denotes an ephemeral pause that occurs after forceful respiration. However any concrete scientific evidences can`t support this linkage. Still everything is said on the basis of assumptions. However this simple analogy helps a layman to comprehend the true nature of Kumbhaka to some extent.
Svatmarama`s Types of Pranayama In the famous book of Hatha Yoga, namely, Hatha-Pradipika, the writer Svatmarama Suri categorized 8 types of Kumbhaka, an alternative name given for Pranayama. Ujjayi and Bhastrika are the names of the first two most significant types of Pranayama or Kumbhaka. Suri also made the segregation as per the nature of each and every Kumbhaka. Thus both Patanjali and Svatmarama had maintained uniqueness in categorizing different types of Pranayama. Breathing is life. The ancient yogis in India knew the intimate connection between breath and mind. For example, when your mind is angry, watch your breathing. It will be disturbed. And similarly, if you hold your breath for long, your mind will get agitated. The yogis were trying to get some degree of control over the mind. By controlling the breath, they were indirectly able to influence the mind. Breathing is an automatic process controlled by the autonomic
nervous system. We do not have any conscious control over it. The science of bio-energy including the breathing movements is the practical yoga par excellence. In the Bhagavad Gita, Lord Krishna explains to Arjuna that one should practice Yoga to purify himself. Pranayama, or control or regulation of the life force is the fourth step in the Ashtanga yoga system of Patanjali. The control of the breath leads to the control of the life force or prana. The ancient yogis developed many breathing techniques to maximize the benefits of prana. The word "Pranayama" is made up of two words, Prana and Yama. Here Prana means the capacity to keep body alive by air i.e breath and Ayama means expansion, stretching or extension and control of breath. Thus Pranayama means the art of controlling breath. Pranayama is used in yoga to clear and cleanse the body and mind. It is also used in preparation for meditation, asanas, postures and focussing of the mind. Pranayama create alertness, heat on both physical and subtle levels, and arouse body, mind and spirit or kundalini power. The purpose of Pranayama is to make the respiratory system function at its best. Pranayam is not so complex as it is thought to be. The ancient Sanskrit texts state that Pranayam properly done can cure all diseases, but wrongly done will only invite the same diseases. Therefore we must take extreme caution before practicing and learn it under the supervision of an experienced teacher. If you feel any kind of discomfort or symptom such as dizziness or nausea arising as you practice breathing, then lie down and relax in Savasana or the Child Pose for a few recovery breaths. If discomfort persists, do not continue your practice until you get advice regarding your symptoms. Before doing Pranayama, one must first learn the sectional breathing. We breathe through three parts of the chest mainly, upper, middle and lower as well as the abdomen. We must first learn how to breathe through each part individually before we can breathe through all of them. Sectional breathing helps to increase the lung capacity by encouraging fuller breathing into the lungs. It has a deeply calm effect on body and mind. This technique is used as an introduction to the full Yogic breath. Simple breathing techniques can be used at the start of a session to calm and focus the mind and body. The practice of Pranayama is highly recommended before relaxation and meditation or at the end of the session. The different types of Pranayama are the Bhastrika Pranayam, Anuloma / Viloma, Kapalbhati, Bhramri, Sitlee, Sitkari, Ujjayi, Vedhene Bandh. The main Pranayama is the Bhastrika Pranayama.
1. Bhastrika Pranayama The word Bhastrika is a Sanskrit word which means leather bellow, which was used in the olden times to blow furnaces, where air is forcibly drawn in and out. This pranayama increases the fire in the body. In this type of pranayama, the diaphragm movement is used for the internal fire creating physical, Pranic and psychic heat. Bhastrika constitutes as a very powerful pranayam. Basically, a combination of Kapalbhati and Ujjaye Pranayam makes one Bhastrika. One who starts practice of Kapalbhati or Ujjaye finds it very easy to do the Bhastrika.
Steps in Bhastrika Pranayama 1). Firstly, sit in Padmasana, Siddhasana or Sukhasana with tends on knees and eyes closed. These postures lock the body into a stable position and permit freedom of abdominal movement. Also these postures are firm and strong which is a strong requirement for this pranayama in which rapid breathing is required. 2) Secondly, breathe in vigorously but deeply through both the nostrils and then breath out or exhale forcefully through both the nostrils. One such vigorous, forceful inhalation and exhalation with out any strain constitute one cycle of Bhastrika. It should be remembered that the inhalation should be with the same and uniform force and vigour. Please ensure that both nostrils are clear and blowing freely. The intensity or frequency of breathing should be very mild, without any undue force. It should be like an amplified form of normal breathing.
2. Ujjayi Breath The Ujjayi technique is a very soothing technique which can be applied to sectional breathing or used while holding Yoga postures. This type of breathing helps to increase the lung capacity (and more oxygen is absorbed into the bloodstream), energy levels, and also achieves a state of calmness and mental clarity. In this technique, partially close the back of your throat, which cover the windpipe, so that as you inhale and exhale through your nose, the air passes through a narrower air passage in your throat, creating the sound made by your breathing while you are in a state of deep sleep. This sound can be likened to the whispering of the letters hhhhh expressed on inhalation and exhalation.
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3. Bhramri Bhramri is known as the bee breath. Bhramri helps to clear and strengthen the respiratory system and improve vocal resonance. It has a calming effect on the body that uplifts the spirit, and clears and invigorates the mind. In this pranayama, keep your lips gently closed throughout, inhale deeply, then hum as you exhale, extending the exhalation as long as possible. Use your abdominal muscles to control the evenness of your breath on exhalation. Repeat this once more. If you wish to stimulate your lung cells to further invigorate the vocal resonance and your body, tap your chest with your fists or fingertips as you hum on the out breath.
4. Sitali and Sitkari Sitali and Sitkari are the two breathing techniques which have a cooling effect on the body. This technique is very useful during the hot months of the year. They also calm the nervous system. Sitali, particularly, can alleviate nausea and the symptoms of asthma. In Sitali on inhalation, curl your tongue so that the sides fold up, forming a tube, with your tongue protruding from you lips. Raise your chin as you inhale through your tongue (like a straw), feeling the cool air over the tongue. On exhalation, slightly lower your chin, place the tip of your tongue behind your front teeth, close your lips, and exhale through your nose. In Sitkari part your jaw slightly, so that your upper and lower teeth are a small distance apart. Your tongue rests at the base of your mouth, and the corners of your mouth are opened out as if in a wide smile. Inhale and exhale through your teeth, with the air passing over your tongue. The air should feel cool as it moves over the surface of your tongue during inhalation.
5. Anuloma Viloma Anuloma means with the natural order and Viloma means going against the order. This technique helps to balance and harmonize the functioning of the right and left hemispheres of the brain. It has a soothing effect on the nervous system and calms the mind. Because exhalations are longer than inhalation, it encourages the removal of state air and toxins. In this type of pranayama, raise your right hand, curling your forefinger and middle finger into your palm, leaving thumb, fourth finger, and little finger extended. Then place your
thumb on the right side of your nose and apply gentle pressure just under the bone, where the fleshy part of the nose begins. Inhale through the left nostril then release and exhale through both nostrils. Then, use your fourth finger, apply pressure to the left nostril, inhaling through the right and release and exhale through both nostrils. There are many types of pranayama followed by yoga practitioners. Here are some of them Ordinary Pranayama An Ordinary Pranayama is simple. A person inhales air, exhales it or retains it for sometime. While inhaling he takes the prana to the anus and unites it with apana. When he exhales, apana is drawn up by prana. In the process of retention, the activities of prana are made to centralise near the region.The last method causes the mind to be free from thought and the practitioner suceeds in meditation and samadhi. Sukha Purvak How to do : Sit cross-legged, be relaxed and keep the head, body and spine straight, with the right thumb on the right nostril, with the ring and little nostril with the right thumb, draw prana inside through the left nostril. Close left nostril also and hold breath as long as you can. Thereafter remove the pressure on the right nostril and breathe out slowly throught the right nostril. This practice can be continued with the air being drawn in throught the right nostril and breathe out throught the left nostril. Initially this exercise can be done only five times but can be increased to 20 or 30 times a day. Think positive consider you are drawing peace, joy, mercy into the body. If you take 10 seconds in inhaling, retain the breath for about 40 seconds(4 times) and exhale it grauallly in 20 seconds. Gains : This exercise gives energy and causes the face to shine, develops attractive personality and abovbe all brings in mental peace.
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Kapala Bhati This exercise is undertaken to improve the respiratory system of the body. If performed
regularly, this causes the skull to shine. How to do: The person who has to perform this exercise should sit comfortably as in Padmasan, inhale small quality of air, then exhale quickly.This will cause the muscles of the abdomin to go back and forth. As is in other cases, initially one should perform this practice ten times. Later he should retain the breath as long as is possible. Then exhale slowly. Gains: If performed on a regular basis, this leads to purification of lungs and blood and tones up the nervous system.
Bhastrika Pranayama
This is a combinatin of Kapalabhati and Suryabandana, in which 20 to 40 exhalations are made to preced each inhalations. This kriya consists of rapid and successive forcible inhalations and exhalations. To start with ten inhalations and exhalations will do. There after one should breathe in deeply, reatin the air and exhale slowly. Three to four rounds will do. The number of times of inhalations and exhalations of each round should be increased slowly.
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Gains : It not only removes astma and catarrh, but improves the condition of the throat. It awakens the Kundalini Shakti.
Shitali Pranayama Shital means cooling. How to do: Pull out the tongue and fold it like a tube. Breathe in air throught the mouth and retain as long as possible with comfort, keeping the mouth closed. Then exhale slowly throught the nostrils. Repeat six times. Gains : Thirst and hunger goes. It purifies the blood and destroys chronic dysepsia and other diseases.
Shitakari Pranayama Instead of keeping the tongue out in a tube like shape as told in Shitali pranayama, it should be bent towards the p0alate and air suck with a hissing sound. Then close mouth and retain the breathe with comfort. Then exhale throught both nostrils. Repeat sit times and increase the number gradually. Gain :This exercise purifies blood.
Surya Bheda Pranayama In this exercise right nostril is used every time for inhalation and the left one for exhalation. It give rise to heat in the body. How to do: Close the left nostril and inhale deeply through the right nostril. Press the chin against the chest and retain as long as you can. Concentrate on Ajna Chakra(between the eyebrows). Then exhale slowly throught the left nostril. Practice five times to start with and then increase the number. Gains :It corrects the imbalance caused by wind and phlegm. Purifies the blood, enhances digestive power, and aids the awakening of Kundalini Shakti.
Ujjayi Pranayama In this exercise air is inhaled by both the nostrils but taken out throught the left one. Inhaling and exhaling is done by a sound produced by contraction of the throat.
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How to do : Sit in a comfortable pose. Breathe in throught both the nostrils( a sound is produced of a mind and uniform pitch) . Retain the breath as long as one can with comfort exhale slowly. The execise can be done five times to start with and then gradually increased. Gains:Diseases of the stomach, dyspepsia, enlargement of spleen and live are removed. Throat, mouth and the lungs are purified.
Bhramari Pranayama In this a sound like that of the bumble-bee is produced while breathing in and breathing out by the throat. How to do : Breathe in slowly. Without retention, exhale. Practice five times and then breath in deeply. Exhale slowly. Gains : The sound produced thrills concentrations. It increases circulation of blood, cools the brain and gives immense joy.
Kundalini Pranayama-1 This Exercise requires special mental effort - a visualization. How to do : Breathe in throught the left nostril. Visualize that the Kundalini Shakti is ascending from Muladhara to Swadhishthana, from Swadhisthana to Manipura at the navel until it reaches the Sahasrara in the crown of the head. Then bring the energy in the space between the eyebrows. Close both nostrils and retain the breath, keeping the mind focused on Ajna Chakra, mentally repeating Om. After retention breathe out throught the right nostril visualizing that the Kundalini retraces from Ajna Chakra to Sahasrara in the crown of the head, form Sahasrara again to Ajna chakra from behind the head, from Ajna Chakra to Vishudi Chakra, Fom Vishudi Chakra at the throat to the centre in the heart, from heart to navel, from navel to Swadhishtrana Chakra and from Swadhishthana Chakra to the Muladhara at the anus. This can be done five times to start with and then gradually increased. Gain : This awakens the mystic Kundalini and bestows various psychic powers.
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Kundalini Pranayama-2 How to do: Sit comfortably. Breathe in air throught the mouth, visualize the movement of Kundalini from the Muladhara Chakra to the Sahasrar and from Sahasrara to the ajna Chakra. With out retaining , exhale througg the mouth. Visualize the retracing of the Kundalini Pracice five time to start with and then gradually increase the number. This cleanses Sushumna and awakens the Kundalini Shakti.
Kevala Kumbhaka In this, there is no inhalation or exhalation. It is pure retention. When a yogi advances in the practice of pranayma, he can hold the breath by his mere will suspendin inhalation and exhalation. With the control of subtle Prana the breath stops. A yogi conserves abundance of energy throught this. Kevela Kumbhaka is not retention with force, but spontaneous retention of breathing due to mastery over the subtle prana.
Nadi-shodhana Pranayama This for the purification of the naids or the astral nerves through which the subtle Pranas flow. Without the purification of the nadis one cannot acquire success in Kundalini yoga.
How to do : Inhale throught the left nostrtil, mentally repeating the Bijakshara(rootletter)LAM of the earth element and fixing the mind on Muladhara Chakra at the base of the
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spine. Repeat it eight times. Then close both the nostrils and mentally repeat LAm thirty two times.Exhale repeating the Bijakshara sixteen times. Then inhale throught the right nostril and practice the same. Repeat Vam at Swadhisthana chakra, Ram at Manipura, Yam at anahat, HAm at Vishudi and Om at Ajna Chakra. The nadis are also purified by selfless service of humanity, cultivation of divine virtues, development of devotion to God and by deep enquiry pertaining to the nature of the Self. All these modes of Pranayama aim at one common goal and that is of bringing the mind under one's control. The Physiological effects that go with these varities, however, show some variations.
YOG CENTRES OF PATANJALI YOGPEETH

Yog Gram is set amidst the silent mounts in a span of about 100 acres by Patanjali Yogpeeth. It is a Gram but has all posh amenities that you could fancy and caters to the needs of everyone, it gives you a chance to give your sickened and wearied body and mind a total overhauling, in the presence of world renowned Yogrishi Swami Ramdevji Maharaj during the time of camps. You can also have benefit of Ayurvedic Panchkarm, Yogic Satkarm & Naturopathy here, as well. Situated about 25 kms from Hardwar railway station and about 15 kms from Patanjali Yogpeeth, two routes can be taken, to reach Yog Gram. Going from SIDCUL side, one has to cross a stream, make one's own treks or follow the vehicular treks in the jungle area, thoroughly enjoying the nature's adventure. The occasional flight of peacocks, Maina, Eagle, Baj and Boraiya and colourful sparrows on the way cannot be missed. The other route is while coming by National Delhi highway to Hardwar, follow the diversion from Bahadrabad along the canal crossing the Gram Dhanori, Bairaj bridge, driving past Teliwala, you reach Aurangabad. From here Yog Gram is just about a km away. This newly built Yog Gram is absolutely in tune with the peace and self-discovery what a modern spiritual Gram can offer. If you have been making your millions but tearing your nerves to shreds in the bargain, then come here for some repair and relaxation. But mind it; you have to make bookings well in advance as the rejuvenation Yog camps are held as per categories of participants, during different parts of the year. One's eyes may tire seeing the beauty of this Gram but the heart still pines for more and more. Watching sunrise from a cottage with archaic mountains and forests at the backdrop is
today a luxury for any modern city dweller. Here at Yog Gram, your vision is not barred by concrete structures instead it is nourished by the natural misty air that reaches you after touching the natural flora of Shivalik hills. The sound of 'OM' echoes in the whole valley with the starting of the Yog class at 5 a.m in the morning at the spiritual Gram. Established just in a span of 70 days, this Yog Gram is a marvel on its own and is enroute to be recorded in the Guinness book of world records.It was a Herculean task to complete the project in such a little time in which every nearby Gram had put his share, says Acharya Balkrishna of Patanjali Yogpeeth. The lady who had worked 20 hours a day in getting done the decorative carvings and embellishments on the front walls of the cottages was given a special appreciation by the Chief Minister at the inauguration function of Yog Gram on 9th June. Many additions like making of a small lake & herbal garden etc. have been made. The Yog Gram consists of about 250 ecofriendly well furnished cottages with A.C. and Non A.C. facilities. The Gram has following unique features: a. Herbal Garden : A celestial beauty pervades the inner atmosphere of the Gram, the external surroundings such as roads, paths etc. have been made beautiful by planting variety of lovely and attractive flowers, creepers, trees and grass lawns to make the visitors so happy that they are lost amidst the beauties of nature. Rare medicinal plants, collected from all parts of country including Himalayan region were planted on vast area, in systematic way to conserve rare medicinal plants from extinction and to encourage their nourishment in the region, which facilitates fresh use of flowers, fruits, leaves, seeds and skin of the medicinal plants for treatment and further research. In coming times, this Yog Gram will develop into a medicinal herbal forest aesthetically developed in an eco friendly Gram. 1.5 lac trees have already been planted under the stewardship of Swami Muktanandji of Patanjali Yogpeeth. b.Routine Medical Check Up : The facility of routine medical checkup by competent physicians is available in the Gram. c.Dispensary : To distribute Ayurvedic Medicines to patients, there is Dispensary in the Gram. d. Centre for Nature Care: A centre for treatment and research through natural ways has been established to treat people by naturopathy.
e.Centre for Panchkarma & Satkarma : A centre for Panchkarma & Satkarma treatment is a part & parcel of the Gram. f. Yajnashala/ Zadibuti Chikitsha : Yajna is a means of purifying the atmosphere, attainment of worldly pleasure and prosperity and inner tranquility. It is also a means of relief from miseries and diseases. A large Yajna Shala is inside the premises of Yog Gram, where one can seek the spiritual and worldly benefit of Yajna (Agnihotra). g.Auditorium : The Gram has an Auditorium of huge capacity, in which about one thousand persons at a time can practice Yog & Pranayam. h. Administrative Block : All types of administrative works for the smooth functioning of Gram setup, an Administrative Block is the part of the Gram. i. Call Centre : The Gram is equipped with a Call Centre. Also there is a facility of telephone and internet available in the Gram. Other Highlights :Boating, camel riding, horse riding are some of the attractions of this Yog Gram. It has once again revived our age-old concept of Indian Grameen culture where visitors can cherish our Indian culture in its original form with their families. The cottages decorated in traditional styles give an ambience of various Indian states like Gujarat, Rajasthan, Assam and Arunachal Pradesh. Even the furniture used is traditionally styled in bamboo and other woods. Straw huts housing the Ayurvedic Panchkarm, Yogic Satkaram & Naturopathy can be utilized by patients.
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CHAPTER 4
NEW PRODUCT DEVALOPMENT
y NEW PRODUCT DEVALOPMENT OF PATANJALI YOGPEETH y RESEARCH AND DEVALOPMENT OF PATANJALI YOGPEETH y NEW PRODUCT DEVALOPMENT OF PHARMA SECTOR IN
INDIA
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NEW PRODUCT DEVALOPMENT OF PATANJALI YOGPEETH

Definition: The overall process of strategy, organization, concept generation, product and marketing plan creation and evaluation, and commercialization of a new product Innovative new products are the fuel for the most powerful growth engine you can connect to. You can grow without new products--AT&T sold essentially the same telephones for decades while becoming the world's largest telecommunications concern--but most small companies will find it difficult to grow at all, much less rapidly, without a constant stream of new products that meet customer needs. How do you know when you need new products? Early detection of a problem with existing products is critical. The following eight symptoms of a declining product line will provide clues far enough in advance to help you do something about the problem before it's too late. Not all the symptoms will be evident in every situation, but you can start suspecting your product line when more than just one or two crop up. Baba Ram Dev or more commonly known as Swami Ramdev is a world renowned Yoga guru, who has revolutionized the world with his tremendous approach towards Yoga. He is a popular face amongst famous personality in Indian Subcontinent. The popularity of Baba cam into limelight in early years of 21 st century has he taught people with is command over Yoga and pranayam. He is one of the most popular faces as he is also a social activist and speaks on issues like medical conditions, and very latest on the corruption issue and black money. His actual name is Ram Krishan Yadav . He was born in Ali Saiyad Pur Village Od district Mahendergarh, Haryana. As a child he was very much influenced by the principle of Shubhash Chandra Bose and Ram Prasad Bismil. He was a bold youth and never backed on from his principles. He also influenced many people to fight against in justice and corruption. At preset he is also fighting against corruption and black money issues and wants amendments accordingly in law. He along with his many companions especially Acharya Bal krishan captured heart of Indian and Formed a Trust that at present is operating from Hardwar as Patanjali Yog Peeth. A big set up was established under Patanjali Yog peeth. It was inaugurated by the then Vice president Of India Shri Bhairon Singh Shekhawat. This Institution was responsible to running a research based program on Ayurveda as well as yoga. Many doctors and scientist are involved in the institution making it a great success. As per the part of the research
documentation of various medicines effect on different diseases are also seen. Many people have got benefit from his medicines and yoga treatments. Yoga has its origins? India long ago and has been practiced since antiquity for a variety of health benefits to offer. Yoga has healing powers and the authority to detain and treat a variety of ailments, considering that the sympathetic questions, issues afraid of blood or other effects of these problems. Yoga Ramdev Baba explained the overall health of most people improve. In fact, Baba Ramdev a great interest not only in India is still everywhere. Yoga can improve good option diseases of body and soul, mind and sympathy. Baba Ramdev Yoga health tips bright future for curing a number of problems similar to the psychological problems that may affect our lives, diabetes, muscular problems, tubbiness, kindness, while other things. Baba Ramdev Yoga is generally a contract to complete the vital organs in the body? Lead to self-development. This allows a holistic approach in which people improve their health and wellbeing during these requirements and abilities. With the help of various drugs, many old feel with the help of a herbal solution to be headache many health in the future. Baba Ramdev Ayurvedic and usually measures and proposals to use the deserved appreciation for the incredible efficiency pointed restore normal health. Baba Ramdev yoga postures, asanas, and includes most of the support people to overcome the conditions of a cost-effective method with zero lot ranges from Rs. Pranayama has proven to be a lot of yoga asanas and attain enlightenment notoriety from a series of health and personal welfare. Baba Ramdev one of the few people who saw the benefits of yoga for people to address their weaknesses. Baba Ramdev Yoga is available to 85 million people through DVDs, books, DVDs Aside from all over India and in a foreign country. Baba Ramdev yoga camp can be set for most of those costs absolutely free. Ramdev yoga, and various medications are available in abundance for all the great costs and no kinetic energy or even most of those available. Baba Ramdev television certainly good if one wants to understand the yoga asanas that give selling points of your overall health. Future Health Baba Ramdev advice helped millions of people. It also offers a series of clean processes and people taking herbal herbs. In the treatment of diseases and conditions, these herbal remedies are undoubtedly natural and only has some side effects. Baba Ramdev with normal medications given to treat physical pain, the root of the blood, heart problems, headaches, pain, and combine a number of other conditions.
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Despite technological advances in the natural health sciences include deaths before Baba Ramdev yoga asanas and medicines is really a strong rivalry of these clinical skills. Whether it's fat yoga asanas, or perhaps eliminating the alternative conditions Ramdev Yoga is known as Pranayama five product variants, as long as most health benefits to all great. These home treatments and yoga with Baba Ramdev actually seemed magical reliable natural development of human welfare. These include the presentation of an ideal solution for people relief, therapeutic treatment and see your specific fitness. Baba treatment plans based on natural herbs and were produced and ready to believe in health laboratories with the help of teachers and therefore useful targets are used throughout. Divya Yog Mandir (Trust), started Brahamkalp Chikitsalaya at Kripalu Bagh Ashram, Kankhal in 1995 where patients suffering from various diseases were cured using Ayurvedic medicines and practices of Yoga. Need was felt to provide quality Ayurvedic medicines to the patients to seek optimum results as results of Ayurvedic treatment are directly proportional to the quality of prepared medicines. Hence a small scale manufacturing unit of Ayurvedic medicines was established in the campus of Kripalu Bagh Ashram, Kankhal. This was the beginning of Divya Aushadhi Nirmanshala (Divya Pharmacy), which was totally based on traditional methods. Divya Pharmacy has had the exalted vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind this haloed and revered, Indian system of medicine by exploring and selecting indigenous herbs, ancient Ayurvedic literatures and subjecting the formulations to modern pharmacological, toxicological safety tests and clinical trials to create new drugs and therapies. Divya Pharmacy tries that medicines should possibly be available to common man at the minimum cost price. In the year 2002-03, modernization of the pharmacy has been done. A new expanded unit of the pharmacy has been established well equipped with machines based on modern techniques. PLC controlled herbal extraction plant commissioned in the pharmacy is used for extracting from the various parts of the medicinal plant like the leaves, The salient feature of this plant is the production of medicine using latest SCADA technology under controlled environmental conditions of temperature and pressure. The extract concentration is achieved under vacuum drying preserving the maximum valued contents of the herbs.
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Quality of the medicines so produced is of the highest level. This unit has the capacity of extracting from 10,000 kgs. of raw herbs. The desired fluid component is added to this extract in the process of making the medicines. For the manufacturing processes in Divya Pharmacy automatic high speed spray drier unit, for quick liquification a fluid wed processor, tablet compressing device with the capacity for preparing one lac tablet per hour, high speed auto-coater for coating the tablets, high speed mixer-grinder, fluid wed driers and cleaning, crossing & pulverizing units have been established. In the modern packing section of Divya Pharmacy PLC controlled packing equipment having the capacity of 300 volts per minute with automatic blister packing equipment have been installed. A utility center has been set up in this production unit which has two 500 KVA generators, softners & cooling towers including boilers & air compressors having the capacity to produce 300 ton steam. As a result of this Divya Pharmacy has become the first medicine manufacturing unit of Uttarakhand to get ISO-9001 and WHO-GMP certifications. In the Pharmacy the international standards like Good Manufacturing Practices(GMP), Good Packaging Practices(GPP), Good Agricultural Practices(GAP) and Good Harvesting Practices(GHP) are being strictly followed. Hair loss problem is most common diseases among of the men. There are also many other reasons for problems of hair loss. But today there persist wide more remedies for this hair lossproblems help the hair to grow back within a short and certain time . limit. There are many different types of treatment as well as products in market that produce better Some remedies although might take a little longer time while the others are very fast for it. But for better results you need to choose this offered remedies very carefully. Hair regrowth for men is also possible with the help of a better healthy lifestyle. This is a proved essential solution to the hair loss problem but is actually overlooked by most of the men. at times the deficiency in minerals and vitamins can also lead to hair loss. So you better take care of including a wide number of minerals and vitamins in your diet. Studies have always proved that the increase in the vitamin as well as the mineral intake can in fact solve the problem of hair loss.
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The first mineral that is very much needed for hair regrowth for men is zinc. Zinc deficiency is always responsible for many types problem in the scalp and as well as balding. If you take a wide amount of zinc in your diet that it can further rejuvenate the follicles of the hair. The next thing you need to contain in your diet is vitamin B5. Vitamin B5 is also very much necessary to stop hair fall and then it well also helps the hair to grow quickly. Next you would find helpful is vitamin B6, it greatly helps in increasing the metabolism rate and than helps to utilize the protein in a more proper way. This vitamin is not really harmful if overused because it is soluble and at the times body gets rid of rid through excretion and urination.
Baba Ramdev (Kesh) Hair care products for Hair loss Solution Divya Kesh Taila is pltimate herbal creation and it is optional for any type of hair disease. It is a well unique product that is enough ready to prevent early hair graying . It is also indicated in all type alopecia, hair fall and dandruff. This natural product gives solid strength to the hair and effectively stop hair fall. The products sold online as well as shops under the name of Patanjali Yoga Peeth are offering a whole spectrum of lifestyle improvement products including extracts of herbs, aphrodisiacs, flour, medicines and popular DVDs of yoga especially designed for people with specific problems. Ramdev today said that his medicines and extracts, claimed to cure diseases such as diabetes, blood pressure, digestive problems, are much cheaper than those by companies which are in business for the past 100-150 years. The 46-year-old yoga exponent has hugely popularized products such as aloevera juice, shilajit, floor of nine grains. Patanjali Yogpeeths says a single unit installed at the ashram has the capacity of extracting from 10,000 kg of raw herbs. One of the negotiators with Ramdev during his protests at Ramlila Maidan, Union Minister Subodh Kant Sahay had laid the foundation stone of a herbal and organic food park spread over 95 hectares here.
Ramdev had set up his first ayurvedic medicine counter Brahamkalp Chikitsalaya here in 1995. The Patanjali Yogpeeth claims about 50 varieties of medicines made of herbs are sold across shops run by his trusts. But Ramdevs business created controversy five years ago when reports claimed that some of his medicines use bone extracts but the matter was not probed.
RESEARCH AND DEVALOPMENT OF PATANJALI YOGPEETH

PATANJALI HERBAL GARDEN & AGRO RESEARCH DEPARTMENT - DIVYAYOG MANDIR (TRUST) Under the learned guidance of H. H. Yogrishi Swami Ramdevji, Vaidyaraj Acharya Balkrishna and Swami Muktanand, Patanjali Herbal Garden & Agro Research Department has been established at following few sites- Patanjali Herbal Garden site Nursery, Patanjali Herbal Garden site Gurukul Gaushala Farm, situated nearby Patanjali Yogpeeth at Maharishi Dayanand Gram, Bahadrabad, Delhi-Haridwar highway. These Herbal Gardens have beautiful collections of more than 200 medicinal herbs, shrubs, trees, climbers and ornamental plants. Since, 1997 it was a great effort with high spirit to collect the valuable medicinal plant and to ensure to grow in Garden, a Divya Vanaushadhi Vatika has been earlier established in the Ashram at Kankhal. Thereafter, to explore more possibilities of a large number of wide collections, exposition and research of medicinal, aromatic and ornamental plants in a organized way in the Patanjali Herbal Garden has been established. A team of Scientists from Botany and Agriculture and a number of swayam sevak are engaged for research and management. In 1997 Swami Ramdevji visited NBPGR, Head Quater at New Delhi and later research collaboration has been made on Plant Biodiversity to survey, identify and collect Ashtavarga plants used as ingredients in Chayavanprash. This p roject provided a good opportunity to undertake exploration and collection tours in Hilly areas of Uttarakhand and Himachal Pradesh and about 120 medicinal and aromatic plants were collected and planted in the Divya Vanaushadhi Vatika.
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Over the past two thousand years, Ayurveda lost its glory and the thrust of Unani and Allopathic systems on Indian society and as a result there are much valuable wisdom of medicinal plants has been lost. The great invention of Ashwani Kumar brothers on the Astavarga group plants used as rejuvenators of body of Rishi Chayavan through the preparation of Chayavanprash.. Over the vast time gap, theAyurvedic experts had lost the actual identity of these eight plant species which formed the ingredients of Chayavanprash. The information contained about them in the literature had been full of misidentification and wrong. It was only due to these plant species grow in small patches in difficult areas in the northwest Himalaya. Most of the time, it seems, the Ayurvedic experts did not extensively surveyed the areas of Himalayan elevations rather relied on wrong information provided by cunning traders or collectors. Basically Astavarg is the group of plants described as jeevaniya , brhneeya, vaya sthapanix in various Nighantus are viz. Jeevak, Rishbhak, Meda, Mahameda, Kakoli, Kshirkakoli, Ridhi and Vridhi . The Astavarg is a cooling, tasty, nutritious tonic, aphrodisiac, nourishes body and increase kapha. It is beneficial in seminal weakness, increases fat in the body, heals bone fracture and cures vata, pitta and rakta doshas, abnormal thirst, burning sensation in the body, fever and diabetic condition. It is one of the excellent combinations of herbal drugs which restore health immediately, strengths immunity system and cures any disorder in anabolism or body growth process as antioxidants in the body. Several explorations were undertaken over a period of 4 to 5 years in the altitudes ranging from 2000 mto 4000mabove mean sea level in the NorthWest Himalaya. Consequently it could be possible to re-establish the proper identity of eight plant species of Astavarga used in the Chayavanprash. The book in Hindi and English containing all related information has been published. Botanical Identity of Astavarg Plants: The medicinal plants identified as Astavarg are viz. Jeevak- Malaxis acuminata D. Don; Rishbhak- Malaxis muscifera (Lind.) Kuntze; Meda- Polygonatum verticillatum Allioni, Mahameda- Polygonatm cirrifolium Royle; Ridhi- Habenaria intermedia D. Don; VridhiHabenaria acuminata Lindl; Kakoli- Roscoea alpina Royle and Kshirkakoli- Lilium polyphyllum D. Don. The hilly and remote forest areas have been surveyed for specific programme are viz. Auli, Joshimath, Tapovan, Badrinarayan, Valley of Flowers, Hemkund, Ukhimath, Gangotri
Valley, Kedarnath, Renthal, Gangnani, Yamunotri Valley, Rishikesh, Dhanaulti in Uttarakhand and Karsog, Jalpa, Kamarunag, Rewalsar, Rewanda, Lahaul-spiti, Hatloo, Thanedhar, Narkanda, Matiana, Shilaru in Himachal Pradesh. Collection of Medicinal Plants: There are a large number of medicinal plant diversity widely used in ayurved are present in the Garden. The live plants are also prescribed by the Vaidyas of Patanjali Yogpeeth to patients for taking fresh extract and decoction according to their dose of administration. Some common species are viz. Abroma augusta (Ulta Kambal); Acorus calamus (Vacha); Aloe vera (Ghee kwar); Andrographis paniculata (Kalmegh); Argyreia speciosa (Vidhara); Asparagus adscendens, A. racemosus (Shatavar); Bauhinia variegata (Kachnar); Berberis aristata (Daruhaldi); Boerhavia diffusa (Punarnava); Bryophyllum pinnata (Pashanbhed/Patharchur); Clerodendrum phlomidis (Bharangi bhed); C. serratumn (Bharangi); Cassia occidentalis (Kasmarda); C. tora (Chakramard); Centella asiatica (Mandook parni); Cinnamomum camphora (Kapoor); Clitorea ternatea (Aprajita); Cocculus villosus (Garudi, Patalgarudi); Crinum latifolium (Sudarshana); Curculigo orchioides (Kali musali); Desmodium gangeticum (Salparni); Erythrina indica (Paribhadra); Ficus racemosa (Gular); Gendarussa vulgaris (Kala bansa); Gmelina arborea (Gambhari); Mimosa pudica (Lajavanti); Ocimum americanum. (Rama tulsi), Oroxylum indicum (Shyonak); Paederia foetida (Gandha prasarani); Phyllanthus fraternus (BhumiAmla); Piper longum (Pippali); Plumbago capensis, Plumbago zeylanica (Chitraka); Rauvolfia sepentina (Sarpagandha); Ricinus communis (Eranda); Sida cordifolia (Bala); Solanum indicum (Brhati); S. surratense (Chhoti Kateli, Kantkari); Terminalia arjuna (Arjun); T. bellirica (Bahera); T. chebula (Harre); Tinospora cordifolia (Giloy); Tylophora indica (Dama buti); Uraria picta (Prisniparni); Viola odorata (Banafsa); Vitex negundo (Nirgundi); Withania somnifera (Ashwagandha) etc. Maintenance of Germ Plasm: There are a large number of Germplasm of many medicinal plants stated above and vegetables shown significant growth and yield like Daucas carrota (Gajar), Lagenaria siceraria (Lauki), Lycopersion esculentum (Tamatar) etc. Glasshouses, Green Houses, Poly Houses and Cool Chamber etc.:
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The Herbal Garden has infra structures to multiply various plant species of fruits, ornamental and medicinal value and to protect the rare and valuable collections from adverse climatic conditions. These are being used to obtain faster regeneration. Botany and Seed Laboratory: This laboratory is used to prepare herbarium plant specimens, identification of herbs and to take up further research on drying, packaging, and storage of raw herbs. Seed laboratory is used for the process of seed samples for storage to initiate research on storage/packing materials as well as seed viability and seed dormancy. Large Scale Cultivation of Medicinal Plants: Large scale growing of various fruits, vegetables and medicinal herbs, shrubs and tree species is being done on about 45 acres of farm land area of the Divya Yog Mandir (Trust). The experimental farming is not aimed at meeting the demand of raw drug material but it is an effort to maintain these plant species for production of seed or planting materials. The herbal drug materials are Acorus calamus (Vacha), Aloe vera (Ghrit Kumari), Asparagus racemosus (Shatavari), Anacyclus Pyrethrum (Akarkara), Cymbopogon citratus (Lemongrass), Rauvolfia serpentina(Sarpagandha), Withania somnifera (Ashwagandha) etc. Field Experiments of Organic Farming Technology by the use of Wormi Compost and NADEP Manure: In nature there is a system of maintaining biological balance in soil, air and water. The human intervention has damaged this balance due to short-run gains. This is a great threats towards the sustainability of agricultural production to meet the food and nutritional requirements of growing population. Over the past four decades, the use of chemical fertilizers, pesticides, herbicides, weedicides, excessive soil erosion etc. have adversely affected the soil fertility, productivity and quality of produce. Growing awareness of people about environmental degradation, has led the scientists, policy planners and executives to take corrective steps in order to improve the quality farming. The department has developed Divya wormi compost and Divya NADEP to the farmers for scientific and safe cultivations.
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To Farmers: The department is providing regular training to the farmers. Training of farmers is a tool to improve the economy of the farmer families, to maintain sustainability of the environment, and to involve the farmers for their economic generation. In our demonstration plot of organic cultivation the farmers participating for the organic cultivation. The department provides free of cost training for scientific methods of cultivation. To General Public And Visitors: More than hundreds of people of India and abroad everyday benefited by the department Patanjali Herbal Garden and Agro Research Department through the learning, visual identifying of medicinal plants. The department has action oriented specific programme to train and educate the people by the demonstration and exposition of medicinal plants used for the day to day needs and healthcare. There are also many training programmes conducted by the department in various places of Himachal Pradesh, Assam, Uttrarakhand, Uttar Pradesh etc. The adivasi/ tribal healers, rural practitioners are also taking training to enhance knowledge. To School Children: The regular visit of school children in Herbal Garden and getting attention and learning of medicinal plants used for home remedies and to know their ayurvedic and botanical names is most hopeful and our fruitful achievements for the awareness of future generation. National and International Herbal Exposition, Awards and Leadership: Vaidyraj Acharya Shri Balkrishna has been many times honored as Chief Guest in Herbal Exposition. Recently he trained a group of people more than 250 who were Traditional vaidyas, farmers and practitioners of medicinal plants in Madhya Pradesh. The center has participated for Herbal exposition in various programme and Mahotsav organized in Delhi, Dehra Dun, Lucknow , Haridwar etc. The center has received many praise worthy awards and certificates through the exhibition of Medicinal plants. Publications: Books like Jadi-Booti Rahashya, Vitality strengthening Astavarg Plants, and more than hundreds of articles have been published by Vaidyraj Acharya Shri Balkrishna based on his experiences and research on medicinal plants.
FUTURE STRATEGY OF R & D.: To introduce more medicinal herbs, shrubs, trees and climbers. To conserve and preserve more medicinal plants. To study of plant based wisdom of sadhu, samnyasi, yogi living in caves of the Himalayan region and their innovation through incantations and tapasya may established as separate science called here as Monk Botany. To develop agro- technology of potential medicinal plants. To prepare standards for acceptance or rejection of raw drug materials based on pharmacognostical studies (Dravya parichaya) and solve the problems of sanskrit homonyms or pratinidhitwa dravya. To avoid problem of herbal adulterants and artificial synthesized herbal drug materials. To analysis of the plants based ethnomedicinal practices of tribal and rural people and their inclusion in ayurveda. To prepare more herbarium specimen sheets and establishment of Herbarium of dried specimens of all the medicinal and economic useful plant species as well as museum specimens of seeds, drug material parts e.g. roots, leaves, flowers, seeds, bark, fruits etc. To establish relationship between major plant compounds viz. alkaloids, glucosides, glycosides, saponins, tannins, terpenes etc. with rasa, guna, virya and vipaka terms used in ayurveda for drug quality. To multiplication of some rare medicinal plants through tissue culture and biotechnology . To develop agro technology based on indigenous methods of seed selection and organic farming etc.
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COLLEGES OF PATANJALI YOGPEETH
The Patanjali Ayurved College has been established with the approval of C.C.I.M. under the patronage of Patanjali Yogpeeth, the world renowned Institution of Medical Science & Research in Yoga and Ayurveda run by the blessing of H.H. Swami Ramdevji Maharaj. The hospital associated with Patanjali Ayurved College is one of the largest Ayurvedic hospitals of the world having O.P.D. of capacity of 6,000-10,000 patients per day, 300 beds I.P.D. along with Panchakarma & Satkarma Clinic & Research Centre as well as diagnostic facilities consisting of world class Pathology Lab & Research Centre, Imaging & Research Centre, Cardiology Lab & Research Centre, Surgical Clinic & Research Centre. The college and hospital equipped with most modern facilities spawn in about twenty acre land among serene natural beauty, is the centre of solace for thousand of patients suffering from different curable&incurable diseases, across the globe. PAST RESEARCH In the last four years Divya Yog Mandir (Trust)- Patanjali Yogpeeth, Haridwar initiated scientific research on Yoga with a special emphasis on Pranayam as taught by H.H. Swami Ramdevji. This research effort culminated in a book Yoga In Synergy With Medical Science authored by Pujya Acharya Balkrishnakji. (Divya Prakashan, Divya Yog Mandir, Trust, Haridwar, India, 2007). The research is detailed in Chapters 5 and 6. 1. The first set of studies were conducted in a series of Residential Camps at Patanjali Yogpeeth, Haridwar. The participants were patients with a wide range of illnesses, specially targeting (i) obesity, (ii) diabetes, and (iii) hypertension. Medical professionals from national and state government medical institutions were involved in these trials which may be described as prospective non-controlled trials. To offset the disadvantage of having no control group the trials included large numbers of participants, of both sexes, and varying ages ranging between 1304 and 1868. Many of the variables (such as pulmonary function tests, blood pressure levels, serum lipid profile, electrocardiogram abnormalities) studied have been reported in earlier trials investigating the effects of Yoga. However an interesting feature of these trials is that results were presented in terms of number of persons who showed an improvement/ who worsened/ or who showed no change.
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Given the large numbers of participants this is an interesting innovation in approaching prepost intervention analysis. Most of the variables did show that patients shifted towards improvement following Yoga. The book also presents a brief discussion on the possible mechanisms underlying the improvement. 2. Another trial was conducted on 128 out-patients department patients who presented with osteoporosis or osteopenia. Assessments were pre-post 40 days of Yoga. This was a prospective, non-controlled, longitudinal trial. Bone mineral density was found to improve after Yoga. 3. Yoga for sports participants was the third study, carried out on team members of the football team who later played for the World Cup. The physical fitness and exercise performance were assessed with standard variables at the beginning and end of a7-day intensive Yoga training. The results suggested that the training was beneficial and improved various aspects of physical fitness and exercise performance. 4. A separate set of studies were conducted in the United Kingdom (the U.K.) which looked at the effect of Yoga for the most prevalent problems there, such as obesity, hypertension, heart disease, among others. This prevalence was mainly true for specific sub-categories of the Indian immigrant population. Here also, prospective, short-duration, intensive, non-controlled trials showed that Yoga practice was clinically useful. 5. A controlled trial was conducted on 119 participants in a 10-day Yoga Camp, with a follow-up after 3 months. This trial was conducted with Swami Vivekananda Yoga Research Foundation, Bangalore; Sanjay Gandhi Medical Institute, Lucknow, and Sahara India Medical Institute, Lucknow. Participants were assigned to two groups by the experimenter: Yoga and non-Yoga, control. The variables studied included hormones (e.g., cortisol, endorphins, prolactin); body mass index, polygraph recordings of the heart rate, breath rate, stress indicators (such as skin resistance and cutaneous blood flow), as well as performance in tasks for attention, concentration, and muscle fatigue. These data were amenable to statistical analysis and the results are presented in detail (pages 172-196). The short term (10 days) and 3 month followup showed various neuroendocrine, autonomic, and performance-related benefits of Yoga.
6. A large scale survey was conducted on 84,663 people from across the sub-continent to assess their attitudes towards various aspects of lifestyle and Yoga. It was of great interest to note that the sample was variegated and representative, including almost comparable numbers of people of both genders. Different age groups, levels of education, occupations, and economic status, as well as their residence in urban or rural areas. This was important to note as this was not a systematic randomized selection; nonetheless it appeared adequately representative. A surprisingly large number of participants mentioned that they were regularly practicing Yoga (81.9%). This large scale survey also examined the time of the day people were most likely to practice Yoga , the conditions which improved the most and other interesting facts (e.g., a shift in attitude with better respect for older people after practicing Yoga ) or a greater likelihood of stopping the consumption of fast food). Approximately 83 percent reported that they believed that Patanjali Yogpeeth had played a definite role in establishing Yoga as a science. Finally, Chapter 8 has a vast number of detailed testimonials from people who have benefited from Yoga practice as taught by Swami Ramdevji, most often in the Yoga Camps. These cover widely differing conditions and include cancer, degenerative disorders, as well as the to-be-expected conditions such as obesity. PRESENT RESEARCH (2007-2009) Patanjali Yoga and Ayurveda Anusandhan Sansthan is committed to scientifically evaluate the physiological and clinical effects of Yoga and Pranayam as taught by Swami Ramdevji and the Ayurvedic medicines formulated by Acharya Balakrishanji. THE TEAM Under the Chairmanship of Acharya Balkrishanji, a team of reputed Yoga Scientists has been formed to carry forward the work of Yoga research in Patanjali Yogpeeth. Dr. Shirley Telles, M.B.B.S., M.Phil., Ph.D.(Neurophysiology), D.Sc. (Yoga), a world renowed name in the field of Yoga research has been working as Chief Research Consultant for Patanjali Yogpeeth. INSTITUTIONAL ETHICS COMMITTEE:
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The IEC has been formed according to the guidelines of the Indian Council of Medical Research, New Delhi and meets every 6 months or as required. All clinical trials are registered with the Clinical Trials Registry of India. ADVISORY COMMITTEE FOR YOGA AND PRANAYAM RESEARCH: A National and an International Advisory committee have been established. CURRENT RESEARCH Research Areas 1. Physiological effects of Yoga (emphasizing the techniques of Swami Ramdev) we would use a 16 channel polygraph (to measure the BP non-invasively, the cardiac output, the heart rate variability, respiration, blood flow to the periphery, and electrodermal activity. We also record basal metabolic rate, and lung functions. Our biochemical assessments include routine investigations (e.g., the lipid profile) as well as other hormones such as leptin and ghrelin). 2. Skill, perception & cognition following yoga. Applications in education and specific occupations. For e.g.,the armed forces, in children who are slow learners. 3. Yoga as a therapy Single group trials RCTs 4. Yoga and rehabilitation Medical (e.g., for persons following stroke.) Social: e.g., survivors of the 2008 Bihar floods 5. Yoga, ayurveda and related areas e.g., Use of Ayruveda in promoting dental health and preventing caries. 6. Basic physiology e.g., comparing body composition in patients with Duchenne muscular dystrophy and in normals. The Department has taken advantage of the fact that large numbers of healthy persons and patients attend the Yoga camps here. Hence we are developing databases of various physiological and attitude/behavior related-data to contribute to norms in the Indian population Research Projects
COMPLETED PROJECTS 1. Field studies on the effects of pranayam camps (Yoga vijan shivir) were conducted in collaboration with local medical institutions viz., Sanjay Gandhi Institute of Medical Sciences, Lucknow and Swami Vivekananda Yoga Research Foundation [A Yoga University], Bangalore. 2. Effects of a 7 day residential Yoga camp were studied in persons with varied psychosomatic illnesses. 3. Effect of two pranayama techniques in experienced Yoga teachers were studied on attentional tasks in medical students, middle aged and older adults and in children. 4. Effect of Yoga on physical fitness, work performance and psychological stress in new army recruits [Collaborative Project with Bengal Engineering Group & Center, Roorkee and Swami Vivekananda Yoga Research Foundation [A Yoga University], Bangalore]. 5. Effect of Yoga on physical fitness, mental health, scholastic performance, vision and oral hygiene in children at a residential school: A randomized longitudinal study. A multi-disciplinary project between Dept. of Yoga Research, Dental Sciences and Opthalmology in collaboration with Divya Prema Seva Mission, Haridwar]. CENTRALIZED RESEARCH FACILITIES 1. Centralized Facility for Biochemistry, Haematology, Histopathology and Serology 2. Centralized Facility for Microbiology and Cytobiochemistry 3. Centralized Facility for Panchakarma 4. Centralized Facility for Dental Sciences 5. Centralized Facility for Opthalomology 6. Centralized Facility for Medical Imaging 7. Centralized Facility for Cardio-respiratory diagnostic services 8. Centralized Facility for Medical Library and Information 9. Centralized Facility for Medicinal Herbarium
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In the last four years Divya Yog Mandir (Trust)- Patanjali Yogpeeth, Haridwar initiated scientific research on Yoga with a special emphasis on Pranayam as taught by H.H. Swami Ramdevji. In respect of various diseases, which are considered incurable in the modern medical system, the ancient sages had prescribed successful treatment. In line with the treatment of those sages, deep study of the classics and with the grace of God, works related to upliftment, development and research in the field of Ayurveda, have been undertaken with full dedication by the Brahmakalpa Chikitsalaya governed by Divya Yog Mandir Trust (SIROs). Ayurvedic treatment and research work is being carried on under the supervision of Acharya Balkrishna. In the Brahmakalpa Chikitsalaya various open level clinical research projects were undertaken to evaluate the beneficial effects of combination of classical and proprietary ayurvedic drugs along with development and improvement of new scientifically evaluated drugs i.e.; 1. Research project on Formulation and process development of proprietary ayurvedic medicine for various ailments as compared to existing therapies. 2. Clinical evaluation of subjects suffering with ailments of digestive system. 3. Clinical evaluation of subjects suffering with ailments of hepato-biliary system. 4. Clinical evaluation of anti-diabetic combination suffering with Non-Insulin Dependent Diabetes Mellitus (NIDDM). 5. Clinical evaluation of subjects suffering with disorders of cardiovascular system. 6. Clinical evaluation of subjects suffering with Rheumatoid Arthritis (RA). 7. Clinical evaluation of subjects suffering with Chronic Renal Failure (CRF). 8. Clinical Study on An ayurvedic formulation use on asthmatics patients". 9. Clinical Study on An ayurvedic formulation use on Muscular Dystrophy (DMD) Patients". 10. Effect of Mukta Vati on patients of Hypertention (HTN). 11. Clinical evaluation of paralysis patients. 12. Effect of an ayurvedic combination on patients of migraine (Ardhavbhedak). 13. Effect of an ayurvedic combination on patients of epilepsy (Apasmar).
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Outcomes of there research activities were published in previous issues of monthly research journal/ magazine Yoga Sandesh ABOUT DEPARTMENT Aims: To nhance the capability of the DYM(T), PYP(T), PAL and PFHPL as a premier institution for research in Ayurveda and forge strategic alliance with similar establishments and constantly strive for excellence in basic and applied knowledge for efficient understanding of the cause and prevention of human diseases and their management. Objectives: 1. Scientific exploration of mysteries hidden in ancient Indian texts. 2. Extensive Survey and Research on Medicinal flora of Himalayas and other potential areas. 3. Novel Chemical compound Research Program, Pharmacological Research Program including Toxicological studies, Drug Standardization Research Program, Clinical Research Program etc. 4. To work in the field of Molecular markers development of Herbo-mineral material 5. Detection of adulterants/substitution material by their sequence characterized amplification methods. 6. Markers assisted selection of desirable chemotypes including Plant Tissue Culture. 7. Expanding horizons in food technology and processing for industrialization of Agriculture in India. 8. Formulate aims and patterns of research on scientific lines in ayurvedic systems of medicine. 9. Initiate, develop, encourage and coordinate scientific research in fundamental and applied aspects of Ayurveda. 10. To study of diseases, their prevention and cure, especially with emphasis for covering the rural population of the country. 11. Establish a state-of-the-art research facility dedicated to ayurvedic research i.e. establishment of centre of excellence for Ayurveda research
12. To Fulfill the imagination of HH Swami Ramdev ji and HH Acharya Balkrishna ji to make disease free India and World by reestablishing traditional Indian knowledge. AYURVEDA RESEARCH TEAM Senior Ayurvedacharyas & Scientists, under the Chairmanship of Acharya Balkrishanji constitutes the Ayurveda research team to do Ayurveda research in Patanjali Yogpeeth. RESEARCH ADVISORY BOARD 1. Dr. P.L. Gautam 2. Dr. B.D. Sharma 3. Mr. Shrikant Chandola 4. Dr. Akhila Anand 5. Dr. Pradeep Kumar 6. Prof. S.D. Upadhyay 7. Dr. Kaushal Kumar 1. Chairman [Internal] 2. Member Secretary 3. Member 4. Member 5. Member 6. Member 7. Member 8. Member 9. Member RECOGNITION(S) 1. Recognised as Scientific and Industrial Organisations (SIROs), by the Department of Scientific & Industrial Research, Ministry of Science & Technology, Govt. of India -Vide Lett. No. 14/408/2005- TU-V, Dt. 20 July, 2006. 2. Accreditation as Research & Development organization by Central council for Research in Ayurveda and Siddha (CCRAS), Deptt. of AYUSH, Ministry of Health & Family Welfare, Govt. of India [Under Process] Vice Chancellor, G.B. Pant University Ex. Principal of NBPGR Chief Conservator of Forests and Wild Life Senior Assistant Director, CIMAP Principal, RAC, Haridwar HOD, Deptt. of Kaya Chikitsa, RAC Senior Scientist, Patanjali Herbal Garden Acharya Balkrishna Sri. Lalit Mohan Avnish K. Upadhyay Prof. S.D. Upadhyay Sri Mahant Rajendra Das Kothari Dr. Vinod Upadhyay Dr. P.L.Sharma Dr. Satish Chandra Sri Uttam Singh Chowhan
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RESEARCH PROJECT(S) Completed: 1. Formulation development and clinical evaluation of various herbo-mineral products. 2. Process development of various classical ayurvedic preparations described in ancient texts. 3. Myths and scientific contribution to explore the Ashtavarg Plants in the Himalayas. 4. Demographic study on Role of Divya Yoga Mandir Trust for the scientific development of Yoga, Pranayam and Indian System of Medicine. 5. Antimicrobial and bronchodilatory effects of some newly introduced medicinal herbs as hawan samagri in Vedic Agnihotra. 6. Physio-chemical analysis of ingredients in Divya Madhunashini and its Pathophysiological effects on Diabetes Mellitus with and without SRY. 7. Chemical and Biological investigations related to process development of some metallic preparations used in Indian System of Medicine. 8. Process Development and commercialization of Extraction technology of herbals. 9. A novel method and scheme for Standardization of Divya Madhunashini: A Herbal Medicine 10. Project for development of An extraction process for Emblica officinalis Gaertn. 11. A noval method of detection and differenciation of giloy satwa (Tinospora cordifolia) from coomen adulterent such as potteto and maize satwa. 12. In-vivo toxicological study of Drishti eye drop. 13. In-vivo toxicological study on plant Ricinus communis Linn. 14. Efficacy evaluation of Drishti Eye drop (A product of Patanjali Ayurveda Limited) in different eye disorders. 15. Effect of Ashwashila Capsule (An Ayurvedic Preparation of Patanjali Ayurveda Limited) In Patients with Non-Insulin Dependent Diabetes Mellitus [NIDDM]. 16. Detection, Identification and Differentiation of urine of cow of Indian breed amongst the urines of other breed cow urine, goat and buffalo urine.
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17. A novel field test kit which enables spot test for the detection and identification of Raw Herbs Active constituent in the field within a few minutes. 18. Isolation, Identification and characterization of specific chemical compound marker of 1000.8 KD in shilajit sample responsible for the therapeutic activity of shilajit prescribed in Ayurveda as panacea. 19. The novel aroma composition of more then 50 compounds in specific ratio isolated from Sanjeevni plant Saussurea gossypiphora for the prevention and treatment of psychological disorders. Ongoing: 1. Scientific evaluation and validation of lesser known herbs potentially used as folk medicine by Jaunsari tribe and its Synergy with Ayurveda. 2. Effects of Mukta Vati (A Nobel Herbomineral Preparation of Divya Pharmacy) in Patients with High-Normal to Stage I Hypertension: A randomized controlled comparative study 3. Effect of Madhunashini (A Polyherbal preparation by Divya Pharmacy) on Diabetic Profile: A randomized controlled comparative study 4. Identification and authentication of medicinal plants Saussurea gossypiphora by various biotechnological tools. 5. Isolation of markers (Chemical, Molecular and Biochemical Metabolites) for the authentication of some most common medicinal plants. 6. To study the peak plasma concentration of metals after the consumption of bhasma. 7. Open prospective clinical trial and study of shilajit as potential anti aging agent that maintained telomere length in cells by increasing the activity of telomerase, the enzyme involved in telomere synthesis. 8. A Randomized, Double-Blind, and Controlled Study of a Herbomineral Preparation of Divya Pharmacy in Adult Patients of mild to moderate Bronchial Asthma. 9. Development of in-vitro facility for biological activity testing of bioactive constituents of medicinal and aromatic plants using hella, Cancer cell lines. 10. Project for Collection of 1000 germplasm from different sources to develop a live bank of variants of medicinal and aromatic plants.
11. Development the deployment of rapid and suitable analytical procedures for testing and evaluation of medicinal and aromatic plant materials. 12. Development of immunoactive peptides as Immuno-modulator. 13. Isolation, characterization and development of non synthetic salicylic acid as antipyretic drug from the various vegetable sources. 14. New Markers development of most frequent herbs and to attain the patent of said markers. FURTHER RESEARCH PROJECTS 1. Clinical Trials-Phase 1, 11, Ill & IV Stability tests will be conducted on all our products as per ICH (International Conference for Harmonization) guidelines to ensure quality of product through out its shelf life. 2. To conduct study and research projects associated with Yajna, Organic Agriculture, CowUrine, Nature and Environment in addition to the study and research in Ayurveda. Priority Research project on: 1. Asthma 2. Hypertension 3. Lung Cancer 4. CML 5. Breast Cancer 6. AIDS 7. Diabetes 8. Herbal cosmetic development TECHNICAL COLLABORATION (S) 1. National Institute of Malaria Research (ICMR), Delhi 2. C.C.S. University, Meerut, Uttar Pradesh 3. Central Council for Research in Yoga & Naturopathy, New Delhi (CCRYN) 4. R & D, Divya Pharmacy, Haridwar 5. R & D, Patanjali Ayurveda Limited, Haridwar 6. Patanjali & Divya Seva Kendra for Ayurvedic treatment & Research
7. Department of Ayurveda & Unani Services, Haridwar 8. Social Science Research Foundation, Nepal 9. Dev Sanskriti Vishwavidyalaya, Haridwar 10. Indian Society of Medical & Pediatric Oncology 11. R & D, Patanjali Foods & Herbal Parks Limited The Divya Yog Mandir (Trust) & Patanjali Yogpeeth (Trust) holds Yoga Science camps under the guidance of Swami Ramdevji Maharaj. Over 30 million people have benefited so far from Yoga Science camps conducted in India & abroad. Swamiji Maharaj teaches a set of eight pranayam in a special sequence. Pranayam is actually the control of respiration.Residential camps are organised at Haridwar. Participants are given a complete Health Check-up before and after theResidential camp. Boarding & lodging is completely organised by the Trust and even a dietary regime is practised for participants during their stay in the Residential camp. Non Residential camps are organised with morning & evening sessions from winter through the summer season.
NEW PRODUCT DEVALOPMENT OF PHARMA SECTOR IN INDIA

The Indian Pharmaceutical Industry (IPI), estimated at US$ 9 bn, has grown at a CAGR of 7% during the last six years. It is ranked 4th in volume terms and 11th in value terms globally. Indias share in the global pharmaceutical market is less than 2% in value terms as drug prices in India are one of the lowest in the world. Exports contributed to more than half of IPIs turnover during 2005-06 and have been a major growth driver for the industry growing at a CAGR of 19% during the last six years. The playing field for the domestic pharmaceutical companies changed completely with the advent of product patent regime from January 2005. The IPI is now exposed to a host of new opportunities and risks. This has led the domestic pharmaceutical companies to pursue various strategies on the business and R&D front with the aim of achieving long-term sustainable growth under the new regulatory regime. Besides changes in the patent laws, the issues with respect to drug pricing and the Union Pharmaceutical policy will shape the regulatory environment for the industry in future. The changing dynamics of the global pharmaceutical industry especially that of the regulated markets like USA and Europe have presented a number of opportunities for IPI to capitalize on. Some of the major concerns facing the global pharmaceutical industry are
higher healthcare costs, competition from generics, patent expiries of blockbuster drugs, drying R&D pipelines and increasing R&D costs. These translate into a significant growth opportunity for IPI in the form of exports of generics to regulated markets and contract manufacturing/ research for global pharmaceutical companies. CARE Research has in its report on the Indian Pharmaceutical Industry developed an IPI Value Road which enlists the various value opportunities for growth of Indian pharmaceutical companies. The IPI Value Road attempts to establish a growth path for Indian pharmaceutical companies by identifying six growth segments in increasing order of perceived value that can be generated by following strategies focused on a particular segment. The segments identified are bulk-drugs, domestic formulations, exports to non regulated markets, CRAMS, exports to regulated markets and NCE research. The various strategies adopted by Indian pharmaceutical companies focusing on each of the six segments are then identified and explained. The top-28 Indian pharmaceutical companies are classified based on their current orientation vis- vis the value road. These companies are mapped according to their current andfuture focus segments on the value road which are likely to shape their growth in the near to medium term. CARE Research believes that the growth of the Indian pharmaceutical companies in the domestic market get restricted with the MNCs introducing newer patented drugs in the country. Under this scenario, the growth for the formulation companies is likely to come from the generics opportunity in the regulated markets and geographic expansion in the semi/non regulated markets. The value of drugs going off-patent in regulated markets is estimated at US$ 70-80 bn during the next five years and this represents a huge opportunity for Indian pharmaceutical companies to establish their presence in these markets. Pricing pressure in the regulated markets, high litigation expenses and counter strategies followed by innovator companies are factors that could dampen the growth of Indian pharmaceutical companies pursuing the generic opportunity. The recognition of product patent has provided global companies with better IPR protection and as a result has opened up a new segment for the IPI in Contract Research and Manufacturing Services (CRAMS). IPI is well-positioned to take advantage of this opportunity with world class manufacturing facilities adhering to various regulatory standards, large pool of skilled manpower and cheaper cost of production. The investment in R&D is also on the rise as it has become important for Indian companies to start innovating new drugs in order to ensure long term sustainable growth and remain competitive at the global level. Indian companies have invested in New Chemical Entity
(NCE) research and are scouting for global partners for pursuing collaborative research. The availability of large patient base, skilled manpower and lower costs of carrying out clinical trials has made India a favourable destination for R&D outsourcing. CARE Research believes that in the near to medium term horizon, the growth of IPI would be driven by exports to regulated markets and CRAMS. Companies having strong presence in these segments are likely to benefit more as compared other companies. Over the past 50 years, the Indian pharmaceutical industry has gone from being copy-cat followers to partners of choice for multinational companies in their drug discovery research and development efforts. A shift toward weak regulatory policy in the 1970s and a protected market encouraged the growth of an industry which has emerged as a key supplier of cheap and affordable drugs to the needs of low-income users in developing countries. Since the 1990s, Indian regulatory and market environment has changed remarkably. Strengthening of regulatory regime due to the Trade Related Intellectual Property Agreement (TRIPS) in 1995 forced Indian firms to change their business strategies towards focussing on the generics market in Europe and the USA, investing in innovative R&D and targeting contract manufacturing market. Indian firms started hiring Indian scientists working in multinational pharma companies (MNC) firms to fill knowledge gaps in innovative R&D and adopted overseas acquisition strategy to acquire knowledge regarding markets, technology and regulatory skills. The value of the Indian pharmaceutical industrys overseas acquisition has grown from just US $8 million in 1997 to $116 million in 2004.1 Geographically the overseas acquisition by Indian pharmaceutical firms continues to be directed at companies in advanced markets specifically the US and Europe. Rise of emerging countries and large pharmas changing strategies By 2010, the potential of emerging markets had come to prominence and these markets became extremely important in the global context. The IMS Health Report predicts that 17 high-performing emerging countries, amounting to around 16% of the total world market or US$123 billion in 2009, are set to form new growth markets for pharmaceutical industry overturning the established pharmaceutical order. As a result Big pharma firms are entering these emerging markets by re-modelling their operations. For example, in 2010 Abbott set up a stand-alone Established Products Division (EPD) specifically for expanding the market for Abbotts established pharmaceutical portfolio outside of the USA, particularly focused on emerging markets.
In 2010, GSK shifted its strategy from a traditional blockbuster model and towards driving growth from new products, emerging markets and its consumer business. In 2009 only 30 per cent of GSKs revenue in the quarter was derived from its traditional white pill/Western markets business, compared with 38 per cent in the 2008. By adopting a high volume strategy in emerging markets, GSK plans to significantly reduce prices of its medicine in emerging economies in 2010. India's pharmaceutical sector is currently undergoing unprecedented change. Much of this is due to the country's introduction, on January 1, 2005, of a system of product patents; before that, only patents for processes were permitted to be issued, a fact that has been instrumental in the domestic industry's huge success as a worldwide exporter of highquality generic drugs. The new patent regime has also led to the return of the pharmaceutical multinationals, many of which had left India during the 1970s. Now they are back, and looking at India not only for its traditional strengths in contract manufacturing but also as a highly attractive location for research and development (R&D), particularly in the conduct of clinical trials and other services. Both multinational companies (MNCs) and domestic players are also examining the prospects offered by the local market as the government moves forward with initiatives aimed at providing India's more than one billion inhabitants, for the first time, with access to the life-saving drugs they need. A further huge boost to the local market is coming from the rise of India's new affluent consumers, who lead more Western-style lives and are demanding innovative drugs to treat the chronic illnesses that these changing lifestyles may produce. India's leading drug manufacturers are becoming global players, utilizing both organic growth, through the gradual development of their business, and mergers and acquisitions (M&A) as they seek to boost their presence in existing markets and open up new ones. However, there are significant obstacles ahead, and overcoming them will require new commitment by both industry and government, and unprecedented levels of partnership between them. This report examines how these opportunities can be realized and the challenges met. Our research includes invaluable insights provided by a number of the industry's leading figures. We thank them for their contributions. India's entrepreneurial pharmaceutical manufacturers are now beginning to leverage benefits from the introduction of the nation's product patent system on January 1, 2005. Most will be unable to develop the financial muscle necessary to embark on R&D for innovative new products, but their scientific, technical and manufacturing skills, developed under the country's 25-year process patent system, perfectly match the requirements of global drug
manufacturers that are increasingly seeking to offshore many research and manufacturing activities previously performed in-house. At the same time, a number of the country's largest pharmaceutical companies are attaining global-player status as existing markets expand, and new ones open up, for high quality, affordable generic drugs. Indian firms have embarked on an unprecedented shopping spree of overseas acquisitions to establish themselves in these highly lucrative markets and boost their capacities, as demand continues to grow. Partnerships will also be key for Indian firms' development in their home market. Multinational companies that have re-entered the market since the new product patent system seek out the domestic industry's skills and infrastructures to boost their research and manufacturing activities in the subcontinent and also open up this vast, virtually untapped market. However, India's market development will depend, more than anything, on government moves to increase the population's access to medicines, which is now extremely limited. Further price controls are not the answer; Indian prices for essential drugs are already the lowest in the world. Instead, the solution lies with pro-active measures such as publicprivate partnerships and encouragement of R&D; for example, through industry-academia collaborations and an official system of grants, which have proved to be of great benefit to industry and patients elsewhere in the world. A number of leading industry figures generously gave their time to provide unique industry insights for this report. We would like to thank the following people for their contribution: Ranjit Shahani, vice chairman and managing director of Novartis India Ltd, and president of the Organisation of Pharmaceutical Producers of India; Kewal Handa, managing director of Pfizer India; Satish Reddy, managing director and chief operating officer of Dr. Reddy's Laboratories Ltd; Ajay Piramal, chairman and managing director of Nicholas Piramal; and Pankaj Patel, chairman and managing director of Zydus Cadila. India's pharmaceutical industry has been growing at record levels in recent years but now has unprecedented opportunities to expand in a number of fields. The domestic industry's longestablished position as a world leader in the production of high-quality generic medicines is set to reap significant new benefits as the patents on a number of blockbuster drugs are scheduled to expire over the next few years. In addition, more and more governments worldwide are seeking to curb their soaring prescription drug costs through greater use of generics. These opportunities are presenting themselves not only in India's traditional wealthy
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client markets such as the U.S. and European Union nations but also in emerging economies with vast populations such as Africa, South America, Asia, and Eastern and Central Europe. In addition, India's long-established position as a preferred manufacturing location for multinational drug manufacturers is quickly spreading into other areas of outsourcing activities. Soaring costs of R&D and administration are persuading drug manufacturers to move more and more of their discovery research and clinical trials activities to the subcontinent or to establish administrative centers there, capitalizing on India's high levels of scientific expertise as well as low wages. Both multinational and local drug manufacturers could eventually benefit from the market potential of India's population of over one billion. A large market will likely open up as the result of a projected boom in health insurance, an area in which the country is currently woefully underdeveloped. New government initiatives seek to enable the majority of the population to access the life-saving drugs they need, while even greater opportunities may be presented by the rise of the new Indian consumer. This groupurban, middle class and wealthy-live fast-paced, Western-style lives and, as a result, they are beginning to suffer from Western, lifestyle-related illnesses, for which they want, and can afford, innovative drug treatments. This untapped domestic market is also highly attractive to the pharmaceutical MNCs, which recently have returned to India in large numbers (many had left when the regime allowing process patents only was introduced in the early 1970s). Now, MNCs and domestic companies are starting to work together, utilizing each other's strengths for their mutual benefit. For the foreign firms, this includes not only the Indian companies' research and manufacturing capabilities and their much lower operational cost levels, but also comprehensive marketing and distribution networks operating throughout India's vast territories. There are, however, a number of uncertainties, particularly the effects of India's new product patent system, which was introduced on January 1, 2005. Previously, only process patents were granted, a situation that led to India's current role as a world leader in the production of high quality, affordable generics. The new regime may spell the end for the domestic sector's smaller players, while for others it could represent unprecedented opportunities. Nevertheless, the domestic industry is still spending far too little on R&D, which must change quickly if it is even to begin to address these new opportunities and challenges. On the international front, the industry still has some catching up to do in terms of quality assurance while, on the local market, pricing remains a problem. There is a need for regulatory reform in India to encourage leading global players to continue and accelerate the outsourcing of their R&D activities-beginning with discovery research-to the subcontinent.
This is particularly urgent in the face of the strong competition from China, where the government has been particularly proactive in encouraging foreign investments in pharmaceuticals and biotechnology. In India, the industry is now awaiting developments following the January draft publication of the government's National Pharmaceuticals Policy for 2006. The document contains proposals for far-reaching initiatives aimed at boosting the domestic industry's global competitiveness, as well as improving the population's access to medicines. Indian government ministers have also promised MNCs concrete action soon on speeding the patent approval process and other crucial issues, such as the definition of patentability and compulsory licensing.Action is required soon, if India wants to be a significant player in the global pharmaceutical arena.
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CHAPTER 5
MARKETING AND NETWORK OF PATANJALI YOGPEETH AND INDIAN PHARMA SECTOR
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MARKETING AND NETWORK OF PATANJALI YOGPEETH
Human beings are governed by ideas and beliefs. Consumers of this day no longer buy merchandise and services but experiences. Mass Customization is the new paradigm that replaces old ideology of market segmentation; an idea which is no longer found suitable for today's turbulent markets, changing customer needs and growing product variety. Mass customization proactively manages product variety in the environment of rapidly evolving markets, products and services. This study attempts to study the reasons which have lead to the phenomenal success of Baba Ramdev's marketing strategy of Mass customization and that also in an era of high individual customization. The dictum of Mass Customization is "Aham Brahamasmi"; meaning that I am omnipresent and omnipotent. Catering to the needs of all, irrespective of gender, age, caste, creed, culture, religion, nationality the potion of mass customization is believed to work wonders. Companies choose from mainly three value disciplines to frame their value propositions: product leadership, operational excellence, and customer intimacy. The product leadership discipline leads to the `best product' value proposition-an assertion that the company's products have the greatest performance impact or experiential impact for its customers. The operational excellence discipline leads to the `best total cost' bid- an assertion that the combination of the company's prices, product reliability, and hassle-free service is matchless. The customer familiarity discipline leads to the `best total solution' scheme an assertion that the company helps its customers identify their exact problem and the best solution, and then takes charge of implementing it. Baba Ramdev addresses all the three value disciplines and he has developed a unique blend of Ayurveda and Vedic philosophy to cater to create value for his customers. Mass Customization and Marketing Mix Elements: An Evaluation In order to know exactly the reason for success of Baba Ramdev, it is imperative to throw some light on the marketing mix rudiments. To be a successful marketer it is important that all the marketing mix elements have to be fine tuned to support and strengthen brand personality.
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Product: Introducing the Value Discipline The society in which we live today is a brand- obsessed society. Name a product or service and the brands relating to them are inestimable so many that cannot be counted on fingers. Thus, creating, developing, implementing and maintaining successful brands are frequently at the heart of marketing strategy. (McEnally,M . and Chernatony,L. de 1999) Successful branding requires a strategic perspective (de Chernatony 1998) whereby strong brand concepts are presented and communicated to target segments resulting in favorable brand images which reflect the brand's identity (Gardner and Levy 1955, Reynolds and Gutman 1984, Kapferer 1997). This brand of Baba Ramdev has a universal appeal, is sharing and collaborative, and the customers range hail from all age groups and regions. This Brand is a result of consistent hard work and carefully and meticulously followed strategy. The service that Baba Ramdev is selling is the product. To deliver quality service, it is essential to understand customers' expectations. To assess the quality of service, customers compare their expectations with perceptions of the service providers' performance. Hence it becomes vital for the service providers' to understand and meet consumers' needs and wants. Customer expectations of service can be of two types; desired service and adequate service. Desired service is the service that a customer desires and expects to get. Whereas an adequate service is one which is the minimal level of service which a customer is willing to accept based on his perception of service acceptability. The service that is being provided by Baba Ramdev is well orchestrating with the desired service expectations. Patanjali Yogpeeth, a multi-million rupee venture, Ramdev's dream project, set as a rival to World Health Organization only on the basis of sound service that it boasts of providing. Divya Yoga Mandir Trust in Haridwar, Uttaranchal is armed with all the latest and most sophisticated gadgets sees a regular stream of devotees who wait to be called by a doctor in the Out Patient Department (OPD). There are forty doctors in the OPD who deal with 2,000 people every day. Some days the dispensary sells medicines worth Rs. 3,000 a minute. And again this can only be possible if the waiting tie is reduced by quality service. The ambiance of Patanjali Yogpeeth is world class. Constructed in almost 100 acres; it has been designed to have buildings, car parks, and a landscape to rival the best of Delhi's housing projects. All the value proposition can be said to be a hard work and the result of determination of this one man army.
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To add to this we know that looking good is everyman's dream. In the era when cosmetic surgery is the order of the day; getting good looks by just adjusting the way one inhales and exhales is something everyone would prefer doing. With his deep-seated credence that we all are a part of beauty conscious world, Swamiji's unique contribution has been in helping ordinary people solve their problems and lead a healthy life through the practice of simple breathing exercises. The product "pranayama" is well suited for all irrespective of class, creed, culture and hence this success. Package For various Diseases Swami Ramdev's Divya Medicines are claimed to be one hundred percent natural, made from potent herbs available in the Himalayas and no or very little side effects. They have proven extremely effective for combating all forms of sickness and disease. Along with these medicines, Swamiji recommends patients to also adopt the practice of Pranayama, which will strengthen the immune system and quicken the healing process. Ramdev Baba opines that Pranayama Yoga is the complete Ancient Indian Therapy, which is a Medical Science in itself that cures any Physical or Mental medical condition completely, without any side effects. Swami Ramdev has proved and declared on Indian & International TV Channels, "Pranayama Yoga is the complete natural cure for all Physical and Mental Ailments". But if medicines are required they are also available and these packages of medicines are available at a very low cost. The medicines can cure all the diseases from a simple cold to cancer. In a bid to promote Ayurveda, Ramdev's Trust has tied up with 600 qualified Ayurvedic practitioners who are offering treatment to masses for a variety of diseases, some of them termed incurable by the modern system. Customer Management: USP Creating a "Disease Free Society - Medicines Free World", Swamiji's cherished dream. He has been daily declaring on Indian TV Channels, since the year 2002 that Patients of so called incurable diseases like Diabetes, AIDS, and Cancer should immediately start practicing rhythmic control of breath for complete cure without medicines. It is claimed that after extensive research of the valuable effects of Pranayama Yoga during last numerous years, on millions of people in India, it has been proved now that proper Breathing Technique's practice can cure all diseases completely without medicines or surgery. And this is the unique selling proposition of Baba Ramdev.
Apart from this the customer is managed well and they eventually become brand evangelists. Yoga guru Baba Ramdev is working towards making yoga a mass movement in the country. He claims to have trained 35,000 persons that are well equipped to hold yoga classes in different parts of the country. In the first phase of next five years, his target is to train one lakh instructors, who could impart yoga training to one crore people so that they could stay away from diseases and avoidable medication through practice of yoga. To train the yoga instructors, Pitanjali Yog Ashram has set up 535 branches and 15 more centers are in the process of being established. This is again working towards creating a new USP wherein any requirement of the customers can be catered to without delay. Pricing Strategy Developing an effective pricing strategy remains the most important and difficult part of the marketing process. For instance, a nominal 1 per cent increase in price realization will boost net income by 6.40 per cent for Coca-Cola and 28.70 per cent for Philips. The pricepositioning and the value-delivery mechanisms should be done with one rule in mind: the performance of the product, or the value associated with it should always be higher than the price. For instance, a company that has either a product or a service whose performance or value is medium would do well to follow a low-cost pricing strategy. Well in tune with this, Baba Ramdev's potion of Pranayama is cheap. He urges people not to lose hope or suffer and depend on expensive treatments. Indian Pranayama Yoga is there to help treat all the ailments completely without costly medicines, operations or surgery. It is amazing, but it is claimed to be true that this is the cheapest and the only complete cure to most of the so called incurable diseases like Diabetes, Cancer, HIV & AIDS too.
Promotional Strategy Edwin L. Artzt quoting the chairman and CEO of P& G has likened advertising to exercising saying that "Think of advertising and promotion as exercise and recreation. Advertising is exercise. It's something you need and it provides long-term benefits, but it's awfully easy to either cut or postpone because there's no immediate penalty for not exercising.... When you want your brand to be fit, it's got to exercise regularly." And here's a situation when exercising in itself becomes the object of promotion.
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It is a well established fact that advertising affects consumers. The literature on advertising has traditionally emphasized the persuasive nature of advertising: its purpose is to alter consumers' tastes for established brand names or company reputations ( Bagwell, 2007, Dixit and Norman, 1978). But there is a difference in opinion and Stigler and Becker (1977) and Becker and Murphy (1993) argue that advertising is part of consumers' preferences in the same way as goods and that there are complementarities between advertising and goods. Hence, a more-advertised good is ceteris paribus preferred over a less-advertised good. Whatever be the case, Baba Ramdev has hit both the opinions as he is advertising and at the same time not advertising. Baba Ramdev's live yoga classes became a passion. And it all began in the year 2002 when Sanskar television channel started airing Baba Ramdev's yogic classes; overnight, Baba Ramdev became a sensation he had hundreds of followers who morphed into thousands. Then Sanskar channel's rival Astha channel signed him. In two years time he was a hit and with him also the channel benefited. His TV shows have the largest TRP. Today, he is one of the biggest draws on Indian television. He can be seen not only on religious channels like Aastha, but also news and features channels like India TV and Sahara One. Millions around the country follow his programmes religiously and use ayurvedic medicines prescribed by him. There was an eight-month waiting period before one could see Ramdev, he was being booked that far ahead by television channels for his live yoga classes each morning. His yoga sessions were beamed live into 170 countries (Bijay Simha, 2007) Also, Baba Ramdev's pack one DVD, two Video CDs written three books on Yoga, Pranayama Herbal Remedies and Magazines are available. This set of four promotional material with a Research Oriented Monthly Magazine of Yog, Spiritualism, Ayurveda, Culture And Tradition-Yog Sandesh available in 5 languages can do much to lure customers. Even healthy people are following his Yoga Pranayama regimen, as available in his DVDs, VCDs, Books & magazines etc., to keep fit. It is a well established fact that; "brands set the product and the producer of that product apart from the competition". There are special though very obvious facts that this Brand has also mass customized itself to satiate all and thus have made a distinct place for itself. In an era when the marketers are faced with the challenge of getting their message heard by consumers
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who are hard to find and even harder to influence, this Brand has worked wonders and all because of its all inclusive image. Epilogue: "Two words sum up today's consumer market: unlimited choice. Over the past decade, companies have rushed to steal market share by creating an unending stream of new products to meet the desires of consumers. How can companies create awareness of their products? One thing is certain: Mass marketing no longer works. Marketers are no longer able to reach a "mass market." Even if they could, there is no longer a "one-product-fits-all" mentality that would appeal to consumers." This is what people and even marketers thought, but Baba Ramdev has on the contrary proved these claims to be wrong. All he has done is got the pulse of the basic needs of people which is not only limited to food, clothing and shelter but also includes a healthy life style, and has managed to fine tune his offerings to suit the needs of all. He has mastered the art of mass customization and practices the art dexterously so much so that each individual feels that he is talking to him individually. But the one question that remains is so far so good, but will it last the course? In 1992, outside the confines of the Gurukul, India was stirring up for a materialist revolution and Indians were moving to towns in multitudes. Ramkishan reached Haridwar and joined the Kripalu Bagh Ashram on the banks of a canal in the Kankhal area, run by Swami Shankardev. He assumed the name Ramdev. In 1995, Ramdev became Baba or Sanyasi, one vowed to celibacy and renunciation. The same year Shankardev, then 65, founded the Divya Yog Trust along with Ramdev and two of his friends Balkrishna and Karamveer. All three had been friends since Khanpur. Baba joined Swami Shankardevs modest yoga camps, by his side. As Shankardevs health started to fail, Ramdev became the face of the trust. The trust ran about 50 camps a year those days mostly in towns of Haryana and Rajasthan. Now, Ramdev gets 50 invitations a day says Swaroopanand, an aide. During intervals between camps, baba stayed in Haridwar and rode a scooter. The SUVs, security and the aura came after 2002, says Anil Kumar, the mechanic who used to service his scooter. By 2000, Ramdev, Balkrishna and Karamveer took charge of the Trust and Ashram as Shankardev withdrew to background. Ramdev was the face, Balkrishna the financial
manager, and Karamveer the administrator. In 2005, Karamveer was expelled from the scene on suspicions that he engineered a campaign that some ayurvedic medicines produced by the trust contained human remains. Ramdev brought younger brother Ram Bharat into his core team. Bharat manages all the trusts, companies, and the factories within the empire today. In 2002, baba entered a different orbit when his yoga classes began to be telecast on Sadhana TV, after one of its owners attended a shivir. Next year, Aastha TV Sadhanas rival also started televising his shivirs. The initial shows were amateurish. But by 2004, Ramdevs Patanjali Yogpeeth Trust which he had started independent of Divya launched own studios to produce high quality videos of yoga sessions. Ramdevs brand of Yoga did not demand patience as the traditional system demanded and new India lacked. It focused more on breathing exercises, and the baba combined it with a dose of polemic ranging from ill effects of multinationals to homosexuality. An occasional bhajan would add a tinge of devotion too. For the stressed-out new middle class of India, relief was not only instant, but beamed into their drawing rooms. By 2009, Aastha channel came under babas empire. Ramdev now has daily shows on 25 channels broadcast in seven languages Hindi, English, Tamil, Telugu, Punjabi, Marathi and Bengali and in five continent. Ramdev instinctively knew the tricks of the market and addressed the bottom of the pyramid. The puritans despise the Ramdev brand of Yoga. The way he teaches yoga can have severe negative impact for instance, kapal bhati (the practice of forceful exhalation) can shoot up blood pressure and aggravate lower-back pain, says a sanyasi at Bihar Yoga School, Munger, an authentic seat of yoga. Though a critic of proliferating fast-food culture, Ramdev repackaged yoga as MacYoga on demand, instant, gratification. Between 1995 and 2007, the number of diabetics in India had doubled; deaths due to heart diseases rose fast. He addressed their distress and exploited their helplessness. A seven-day yoga camp was offered as panacea for diabetes, arterial clots, and even cancer on the lines of Christian healers. He also made Yoga into a performing art. Trick, if you will. There is a definite correlation between the changes that India witnessed post liberalisation and the rise of Ramdev. Urban India creates huge demand for spiritual and yoga gurus sociologist Ashis Nandy said.
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But for believers, Baba Ramdev is like a rock star, who they want to watch performing live even after watching on TV many times. At the massive gatherings he attracts, people cant even see the details of the asanas they just see Baba. He goes to about 40 shivirs a year now and has led around 600 shivirs in 16 years. In 1995 about 250 people attended a shivir; today over 50,000 do. At the conclusion of a camp in Munger town in 2005, a woman offered Rs 10 lakh for a rudraksh that Baba had gifted to a police officer. Minister, politicians and senior bureaucrats began to woo him. As brand equity grew, Babas shivir began to work on franchise model. In 2005, Ramdev and his aides realised that TV technology still had limitations. Keen to go deep into the rural market that did not have access to cable television the Trust launched a concept called the Patanjali Yog Samitis. Ramdev began yoga teacher training camps. Each participant who was approved by Ramdev could then hold yoga camps under the Patanjali banner, under brand Baba. His magnetic personality is behind his ability to attract both commoners and leaders, Ramdevs public relations officer Jay Shankar Mishra said. With the BJP on the downslide since 2004, Ramdev thought his popularity could be converted into political support and occupy the BJPs space. He began strengthening his bonds with the Rashtriya Swayamsewak Sangh (RSS), ideological and organisational fountainhead of the BJP. In 2006, Sarsangachalak KS Sudarshan was the chief guest at the inauguration of Patanjali Yog Peeth and Ramdev gave strong support to the yearlong GauGram campaign organised by the Sangh last year. Though the RSS considered Ramdevs proposal to float a political party, it decided against dumping the BJP. Ramdev then launched himself on the anti-corruption platform, claiming it to be non-political movement. The country is so fed up of corruption that people are willing to listen to anyone. Perhaps Ramdev thought he could take his popularity onto another stage politics, Nandy said. Babas foray into politics has been less than successful. Babas outrageous demands such as death for the corrupt, technical education in regional languages and withdrawal of higher value currency notes have confused his supporters. Sirshasana standing on head helps advanced practioners of Yoga to have multiple perspectives by viewing the world upside down, it is said. Baba Ramdev is perhaps seeing the world upside down. IS Swami Ramdev a 21st century Swadeshi Jagran Manch groupie and Jane Fonda, all rolled into one nationalist-yogobic-cosmic package? Consider thisin the last 10 years, since the
inception of Divya Yog Ashram in Haridwar, the Swami has been on a collision course with multi-national, pharmaceutical, even fertilizer companies with nationalist zeal, hitting out at the big cola companies, saying they should label the drink with the toilet-cleaning ingredient he claims is in it, to decrying urea, and the pizza-burger-chip western culture for poisoning and looting the people of their money. Consumerism and materialism has given people three ailments, hurry, worry and curry, he loves to tell his audience. His DIY Yoga, beamed on millions of television sets every morning through a religious channel, promotes the practice of pranayaam or breathing techniques for healthy and pure living, is perhaps the only next thing after the hysterically popular 1980s Jane Fonda aerobic workout regime. It has brought the masses every morning, from all corners of the country, to collectively breathe in and out on the Swamis instructions. The Swami understands the power of technology, selling his spiritual wares through CDs, net, cassettes, television. So, where did the telegenic, youthful, 40-something Swami Ramdev emerge from? It is said Swami Ramdev was born in Mahendragrh, Haryana. He joined a gurukul to learn Sanskrit, and became a yogi under the guidance of Acharya Sri Baldevji of Kalwa, as his brochure informs. He was initiated in the ascetic order on the sacred banks of the Ganga, it continues, and he performed severe austerities in the caves of the Himalayas to attain selfrealisation and spiritual truth. SWAMI Ramdev would have continued on his astral-marketing journey uninterrupted, had it not been for Communist leader Brinda Karat, who had a bone to pick with him. Karat accused the Swami of using animal and human bones in his vastly popular ayurvedia medicines. Naturally, his screaming followers hurled abuses at Karat and burned her effigies, and accused her of being an MNC stooge. It is perhaps not spiritual indignation but a keen corporate sense that has propelled Swami Ramdev to unleash the protests and agitations. After all, he was only protecting a vast cosmic empire that was now threatening to collapse under this incriminating heap. First, theres the cash rich yoga camps which are routinely organised by an army of volunteers in several towns all over the country, which collect lakhs from registration fees. Then the buzzing Rs 150 crore Divya Yog ashram in Hardwar, grows its own medicinal herbs in the Divya Medicinal Garden, used in the drugs manufactured by its fully-owned, multiISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY Page 175
crore, hi-tech Divya Yog Pharmacy. It also has a research and marketing unit, a byre with 300 cows to provide milk, dung and urine for preparing medicines, dozens of doctors at hand for instant counseling and therapy, including a call-centre as the operator helpfully announces, to receive the thousands of calls for cure and relief. Acharya Balakrishna, one of the Divya troika of Acharya Karamveer and Swami Ramdev himself, adds, We spend lakhs of rupees on postal-therapy replying to queries posted on the mail, and every telephone call, e-mail and letter is diligently replied to. The Acharya explains his Gurus philosophy, Do you know Swami Ramdev discovered the medical wonders of oxygen through his pranayam breathing exercise which no rishi, yogi or scientist even dreamt of. We have our own patents in medicines today, from Muktaati for hypertension, to madhunashinivati for diabetes, to meghavati to boost memory. All details of the drugs are displayed on the bottle, including bar codes, and they are a resounding success. The Swamis spiritual-pastoral agenda could warm the heart of every flower child to hardheaded nationalists. Build a self-reliant India through the path of Patanjali Yog, he has intoned in his daily morning discourse on television, The divine power of healing is in pranayam are his soothing words to the believer. The Swami has scorned travel abroad, told his followers to drink lassi or tulsi tea instead of the poisonous colas, and reject allopathy for ancient cures. So, has the controversy pained the Swami, who is now in Nashik, at a yoga camp? No, says Acharya Balakrishna, a yogi does not deviate even in adverse conditions. Residence treatments against different physical issues became possibly one of the best methods of remedy of assorted diseases. Types of home cure processes be sure absolute actual healthiness persons, and some yoga referred domestic solutions assembled by chief yoga expert, Baba Ramdev have untainted repute in the market for making sure complete physiological health and fitness into the subjects. Baba Ramdev has pioneered different yoga and asanas techniques that given various health advantages on the reviewers and deleted a couple of tangible disorders like obesity, diabetes, muscle tissues show up in and others. At present, pilates procedures by Baba Ramdev are considered since the best home solutions for handling tangible troubles hand lacking consulting medical experts. Baba Ramdevs at home solutions are his different pilates or asanas ways that he strongly recommends to customers regarding his individual problems. Based on the Baba Ramdev, his
pilates procedures are loaded with health benefits, and if supervised recurrently on regular source can be the best method of putting on absolute physical fitness. There isn t a shortage of people that seem to have been greatly been helped developing to modifying meditation exercise as recommended by Swami Ramdev. You may function as the next beneficiary of distinct health gains whenever you complete pilates practice or asanas by Baba Ramdev. There are loads health and fitness benefits using at home therapies of Baba Ramdev, plus the key in security by using Baba Ramdev pilates guidelines is it is known as a self-way of cure in your physical problems while avoiding going to see health care experts and making them a large number of cash in medical treatment. You can perform each of these yoga processes one by one either at your home or at different pilates deals whenever yoga practices of Baba Ramdev are provided towards the individuals. Also, you may as well be trained different rules of curing particular problems and this can be quite helpful and educational for you personally one day. For those people that are seeking a number of detailed information regarding residence therapies of Baba Ramdev can find this kind of about the web site. The Internet is fraught with site that supply different information regarding house healing of Baba Ramdev. Consequently, for those who fall into the quest of such info can obtain them from different internet pages and exploit them according to needs. Further, the websites as well support you where to get yoga deals that tell Baba Ramdev sponsored yoga secrets. Baba Ramdev, considering the fact that he made his meditation techniques in communal is becoming a popular figure not only in India but also in alien locations. This is because of the fact that different at home therapies as meditation guidelines sponsored by Ramdev are true to life way to obtain acquiring health improvements. There is always truth into the yoga techniques of Ramdev that made individuals believe on him. There are many potent personal solutions of Baba Ramdev which you'll assume based on your actual troubles. Should you suffer from diabetes problems, there are particular Baba Ramdev yoga ways that is going to effectively treat your problems. Further, each one of these yoga approaches work best residence remedies of Baba Ramdev that let you consider your predicament or issues piecemeal devoid of spending thousands of rupees by choosing medicinal remedies.
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MARKETING AND NETWORK OF INDIAN PHARMA SECTOR
The market research report Indian Pharma Sector Analysis by RNCOS is detailed study of the Indian pharmaceutical market. It does an exhaustive investigation on the structure of the domestic pharmaceutical market and gives a thorough analysis of the driving and restraining forces operating against it. India has one of the fastest growing pharmaceutical markets in the world. In 2006-07, this market was valued at over US$ 7 Billion. Driven by a huge patient base, increasing incomes, improving healthcare infrastructure and strong penetration of health insurance, the pharmaceutical market is expected to grow more than double its size in the next five years. Drugs for acute diseases presently dominate this market; however, the increasing penetration of lifestyle-related diseases is expected to fuel the growth of drugs targeting chronic diseases. The Indian pharmaceutical market at present is highly fragmented, with the top three companies having a market share of around 5% each. However, introduction of the product patent regime is likely to result in heavy consolidation in future. The current shift in the marketing strategy is work by multinational pharmaceutical Companies .It is now high-end (rather than adaptive) development that is being carried out by leading companies. And, increasingly, other companies are finding themselves competing against, or working with, new innovation-based companies. My study focuses on the processes and outcomes of globally distributed pharmaceutical companies. This article will present the changing marketing strategies when a pharma company shift from Acute base to Chronic therapy base. This research paper will also give an insight about shift in supply chain process and customer and end-customer perception which is the base of formulation of different marketing strategies. While many pharmaceutical companies have successfully deployed a plethora of strategies to target the various customer types, recent business and customer trends are creating new challenges and opportunities for increasing profitability. In the pharmaceutical and healthcare industries, a complex web of decision-makers determines the nature of the transaction
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(prescription) for which direct customer of pharma industry (doctor) is responsible .Essentially, the end-user (patient) consumes a product and pays the cost . Use of medical representatives for marketing products to physicians and to exert some influence over others in the hierarchy of decision makers has been a time-tested tradition.Typically, sales force expense comprises an estimated 15 percent to 20 percent of annual product revenues, the largest line item on the balance sheet. Despite this other expense, the industry is still plagued with some very serious strategic and operational level issues. 2.1 From organizational perspective the most prominent performance related issues are enlisted below: a) .Increased competition and shortened window of opportunity. b). Low level of customer knowledge (Doctors, Retailers, Wholesalers). c). Poor customer acquisition, development and retention strategies .d). Varying customer perception. e). The number and the quality of medical representatives d). Very high territory development costs. f). High training and re-training costs of sales personnel. g).. Very high attrition rate of the sales personnel. h). Busy doctors giving less time for sales calls. i). Poor territory knowledge in terms of business value at medical representative level . j). Unclear value of prescription from each doctor in the list of each sales person. k). Unknown value of revenue from each retailer in the territory
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l). Virtually no mechanism of sales forecasting from field sales level, leading to huge deviations m). Absence of analysis on the amount of time invested on profitable and not-soprofitable customers and lack of time-share planning towards developing customer base for future markets n). Manual and cumbersome administrative systems and processes designed Patents are a vital aspect of the global pharma industry. Patent protection is essential to spur basic R&D and make it commercially viable. But, only the developed nations endorse product patents. Most third world countries have patent laws but enforcement is totally lax. Some developing nations like India, Egypt and Argentina allow only process patent registration. New Drug Approval (NDA) Prior to launching its products in any country, a pharma company undertakes patent registration to protect its own interests. To protect the interests of the consumers, it is necessary that the product be approved by the drug authorities in that country. Mostly the process for seeking approval is initiated alongside the patent registration process. WTO Due to pressure from the developed countries, across the world uniformity in patent laws is being implemented under WTO (World Trade Organization - earlier GATT i.e. General Agreement on Tariffs & Trade). Presently, different countries have different patent types and life period. WTO has decided upon a product patent life of 20 years in all countries. RESEARCH & DEVELOPMENT (R&D) The pharmaceutical industry is characterized by heavy R&D expenditure. It is only the large pharmaceutical companies who can allocate significant resources for R&D to introduce new products. As the products are an outcome of significant R&D expenditures incurred by these companies, they have their products patented. The patent allows the companies concerned to wield immense pricing power for their new products.
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THE COMPETITION The level of competition in very high in Acute segment on day to day basis however the degree of competition in not as much as high in Chronic therapy area on day to day basis.As doctor has to prescribe drug for a long time in chronic cases and patient is suppose to consume it without any change of brand. While in acute cases doctor is changing brands on day to day basis. Pharmaceutical Company Business Strategies Whats the secret behind these successes? For one, the company operates in niche formulations (chronic) segments such as psychiatry, cardiovascular, gastroentology and neurology. While most of the top Indian companies have focused on antibiotics and anti infectives (acute), Sun Pharma focused on therapeutic areas such as depression, hypertension and cancer. The company has introduced the entire range of products and has gained leadership position in each of these areas. Being a specialty company insulates Sun Pharma from the industry growth. The first quarter results for FY02 explain this to some extent. While the industry was affected to a large extent by a slowdown in the domestic formulations market, Sun Pharma logged a growth of 26% in revenues. Over the years Sun has also used the strategy of acquisitions and mergers to grow quickly. It acquired Knoll Pharmas bulk drug facility, Gujarat Lyka Organics, 51.5% in M. J. Pharma, merged TamilNadu Dadha Pharma & Milmet Labs and acquired Natcos brands. Post Merger with TamilNadu Dadha Pharma the company gained presence in gynecology and oncology segments. One of the constants of pharmaceutical company strategy over the past decade has beenincreasing scale. Only by growing larger are companies able to afford the considerable costs of drug development and distribution. Within this broad approach at least two business models are discernable: (i) Super Core Model involving the search for, and distribution of a small number of drugs from Chronic Threapy Area that achieve substantial global sales. The success of this model depends on achieving large returns from a small number of drugs in order to pay for the high cost of the drug discovery and development process for a large number of patients. Total revenues are highly dependant on sales from a small number of drugs.
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(ii) Core Model in which a larger number of drugs from Acute Threapy Area are marketed to big diversified markets. The advantage of this model is that its success is notdependant on sales of a small number of drugs. Growing at a rate of 8-9 per cent per year, the pharmaceutical industry in India is pegged to reach $48 billion by the year 2007 according to a CII study. This growth has led the players in the Indian pharmaceutical industry to explore newer avenues of drug research, discovery and development, promising higher capital investments in the near future. Also, many multinational companies have entered India to market drugs and conduct clinical trails and research. Thus, Indian pharmaceutical research, manufacturing, and outsourcing have received an impetus, creating the image of a land of opportunities in the pharmaceuticals space. The same CII study also predicts that India could become a global pharma hub by exporting domestically produced generic products and presenting itself as an offshoring destination for clinical and pre-clinical research and other support services. In addition, there is tremendous potential presented in the Indian pharma market itself. Consumer spending on healthcare went up from 4 per cent of GDP in 1995 to 7 per cent in 2007. That number is expected to go upto 13 per cent of GDP by 2015. According to a recent McKinsey report, that will turn India into a $20 billion pharma market. This implies that pharma companies will have a huge R&D, sales and marketing network spread across geographies and their telecommunication costs can grow exponentially. Therefore, pharma companies need to embrace technology that can offer dynamic lines of communication between the global markets and its manufacturing and research centres in India. Ultimately, Indian's growth as a global player hinges on its ability to overcome challenges and given the present scenario, integrating and facilitating cost-effective communication is a major challenge. Contract research and clinical trials: golden goose for Indian pharma sector In particular, India is poised to emerge as a key contract research hub. According to a study by consultancy major Ernst & Young, the total market for clinical research activities in India is expected to touch $1.5-2 billion by 2010. A.T.Kearney has listed India second (just after China) for attractiveness as clinical trials centers. With pharma majors facing increased pressure on profit margins, spiraling R&D costs and increasing overheads, outsourcing of clinical research processes to third parties in developing countries
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seems a viable option. By contracting such work to India, they save anywhere from 40 to 60 per cent in new drug development. Networking and communications technology is considered the enabler for many aspects of the contract research and clinical trial business. The application of technology has the potential to vastly improve:
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Time to market - achieved through significant reductions in patient recruitment intervals and more efficient data management.
Cost containment- achieved through the reduced re-work required for a single trial and internal savings on systems development.
Improved productivity- achieved by re-use of standard networks, study sites and processes across multiple trials that will release key staff quicker.
Faster and better informed decisions- achieved by implementing web-based "real-time" data access for rapid decision-making and project management reporting. Harnessing Technology Some specific challenges that plague the Indian pharma industry:
The "silo effect" in large pharmaceutical companies that prevent clinicians from sharing pertinent data
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A lack of standardized data definitions, necessitating duplicate testing and trials Weak process and systems integration that slows time to market System thinking based communication platforms could help pharma companies overcome these obstacles by developing an electronic clinical development system based on Internet platform initiatives. Consider the edge that they provide: Secure extranets for research partners In an ideal networked pharmaceutical business model, the company stores the intellectual capital that is critical to its competitive advantage, in-house. The remaining information is outsourced through strategic alliances with peers and vendors. These alliances could be short term or long term and geographically independent. Converging Web-based collaboration tools, and secure communications, companies can be in seamless contact .
R&D supply-chain management Management not in terms of logistics alone but in terms of large volumes of data. An example would be mapping a gene bank data, or when gathering genotype data from external sources. Supply-chain management allows sharing of critical systems while protecting intellectual property. E-learning and shared work space Converging communication technology allows for enhancing collaborative efforts for ondemand e-learning and informal knowledge sharing. During clinical trials, establishing the protocols and the study design is most of the work. Internet-based automated application builders can help clinicians design procedures, capture data, and establish workflow rules confirming to good clinical practices. Clinical portals Pharmaceutical companies can widen their intellectual footprint beyond partners with online multimedia environments that speed clinical trial data transactions and exchange with regulatory agencies and non-secure partners. R&D command centers Command centers, that are hosted or built in-house, can handle multiple data and information feeds from extranets, intranets, and portals. This allows for rapid response to unexpected regulatory or clinical problems and also quick redeployment of intellectual property to new projects. Rapid changes in the Indian pharma landscape driving IT adoption In the early days of the Indian Pharmaceutical industry , there was a stiff price war amongst companies as they focused on reverse engineering of complex molecules at lower costs and manufactured "me-too" products with same therapeutic properties. Now, Indian pharma companies are focusing ramping up their R&D capabilities to focus on new drug regimes and newer molecules. This renewed focus on R&D re-iterates the need for robust and secure networks for large data transactions. Small and medium sized Indian pharma companies are still not convinced about the longterm benefits of adopting cutting-edge technology due to constraints such as budgets and limited infrastructure. Although the SME pharma market is very large and has tremendous potential it is yet to be tapped to its full potential. Many Indian SME pharma companies are
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not into drug research and testing. Still, they need technology to improve efficiency in quality assurance and control, and for adherence to regulatory requirements for operation and testing, improving batch tracking and expiry date tracking, optimizing credit and logistics control, consolidating sales promotions, discounts, and purchase-sales-inventory analysis and optimally tracking consignment sales. Pharma companies riding the Internet economy The Internet economy is rapidly changing the face of the pharmaceutical industry by delivering new web-enabled solutions to solve many business and primary care issues. Automating administrative processes such as billing, purchasing, etc lead to increased salesmarketing and R&D productivity, thereby reducing operating costs across the organization. Emerging sciences such as genomics and proteomics increase the number of drug targets from the hundreds to tens of thousands, Internet applications will help to optimize large volumes of complex data and help better identify drug candidates. The question is no longer when the Internet or technology will impact the business of pharmaceuticals, but how the industry will adopt the technology to get the most out of the new global business environment. Today's new pharma companies need scalable networking solutions that will grow with the company, provide productivity for a mobile workforce, and meet pertinent security regulations. In order to survive in this highly competitive global marketplace, it is extremely essential for organizations to have an effective integrated marketing communication plan in place. Having a knowledge about the various types of markets that exist in the world, and in particular in Asia which is perhaps the most rapidly growing market, will help achieve this objective. This paper provides us an overview of the role of technology in integrated marketing communications and also how marketing communications should be carried out in the Asian market. Drug & pharmaceutical industry plays a vital role in the health care of the any country. Rapid growth of this industry requires further attention because even after 50 years of independence, India, with around 15 percent of the World population, accounts for less than 2 percent of the drug production in the world. Annual per capita consumption of medicine in India is less than 2% of that in Japan. Health care expense in India is a dismal 0.8 percent of GDP compared with 12.4 percent in U.S.A. 6.5% in Japan and 6.2 percent in the U.K, despite
higher incidence of disease and malnutrition. The poverty and disease in India on one hand calls for higher standard of healthcare and pharmaceuticals production and on the other, stultifies the growth of industry due to poor affordability of an average Indian. Drug & Pharmaceutical industry has therefore, encountered a tough situation which most industry have always found difficult, to provide abundant quantity of quality products at low prices. The Indian Pharmaceutical industry, valued at $46.2 billion has been witnessing attractive growth rate of 15% to 20% consistently over the past decade. (Strategist Quarterly 1998). This growth was build by India's large population, increasing allocation of income to healthcare spending and exports. Exports which currently accounts for 20% of the production value has grown by a compound annual growth rate of 34% in the past few years due to competitive price advantages from India's low labor and other input cost (Smarta 1998). The Indian market for pharmaceutical products stands at an enormous $58.8 billion. The big 10 companies account for over 30% of that, take away 45 marketer and average sales don't even come any where near the $2.5 million marks, that's how fragmented its is some 50,000 brands from over 20,00 companies growing fast enough to embarrass rainy day mushrooms and enough diseases to savage Indian population all several times over and turn Dr. Dolittle into Dr. Don't care. In a country lacking the assurance of free health care for all (not to talk of an effective health insurance system), it is the poor patient's family who must pay the bill. This was the justification for the policy. But it killed any incentive to invest in R& D (Research and Development), which makes global drug manufacturers what they are: leader of mankind's war on disease. India's per capital consumption of drugs is said to be just $3. In the US its over $100 and in Japan, over $400. Indi a has about 20% of the world's disease burden (with just 16% of its population). Western spending is high because in a system where the government pays the bills, the patient get themselves prescribed all sorts of pills for ailments that aren't terribly serious. But why is Indian spending so low? Only 35% of the population has access to modern (read allopathic) medicines. India has alternative system of medicines, Ayurveds, e.g. are not quacks, neither are homeopaths who make their own medicines. India also exports sizable quantities of drugs & pharmaceuticals. More companies are now venturing into traditional health care systems beside modern
medicine. With the launching of new drugs policy, all bulk drug formulation and intermediaries except five bulk drugs have been de-licensed. Many drugs that were hither to under price control have been taken out of such control. Actually the list of controlled drugs has been halved and is limited to 73 items. Higher rate of return has been allowed for those drugs that are still under price control. Companies with 51 percent foreign equity have been brought on par with wholly Indian companies, automatic clearance would be given for 51 percent foreign equity automatic approval would be given for foreign technology agreement as well. Earlier such companies had restriction on the product they could manufacture or import. A National Drug Authority is to be set up to monitor quality control and rational use of medicine. A national pharmaceutical pricing authority is also to be set up to fix prices in respect of drug, which would continue to be under price control (Ramaswamy & Meerakumari 1988). Recent budget proposal has announced a 10 percent drop in the peak customs duty, which will benefit formulators and transnational pharmaceutical companies with high raw material import contents, but falling traffic barriers also threaten the future of the bulk drug players. However, the 8 percent increase will not have a negative impact on formulators as the increase will enable a full set off under MODVAT (Modified Value Added Tax). Similarly, the 10 percent reduction in the tax on income from royalty and technical fees paid to foreign companies may not affect domestic companies at all. But high spenders on R & D like Ranbaxy, Cipla and Wockhardt will gain. This along with the rising of investment limits in overseas joint ventures and offices under the Export Earners Foreign Currency Account, will provide a strong dose of incentive for India's pharmaceutical companies to go global.(Sakaria 1988) MARKETING FUNCTIONS A marketing program in order to be successful must have a right mixture of marketing mix, not to mention market research, a quality product, an extensive distribution network acceptability, strong dose of promotion coupled with a right price. A unique feature of the pharmaceutical market is that it is one of the most fragmented markets in the country. The maximum market is held by small companies, the largest pharmaceuticals company holding only 6 percent of the market share. This leads to unique marketing mixes. Function of Sales
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In India front and marketing (doctor convincing and sales) is where the action is. The point of differentiation has been the relationship with doctors (through medical representatives) But doctor aren't always enthused. Says Savita Mikhi, who runs a private clinic in Delhi, "many companies believe wrongly that a nattily clad medical representative or literature printed on glossy paper makes for impressive communication. Advertising Pharmaceutical marketers in the USA, having just been allowed to advertise drugs on Television, have taken the big risks. They are advertising like crazy and even have the websites to keep patients fully informed of diseases dosages side effects and so on. In India too, earlier this year MAA. Bozell set up Lewis Grace. Bozell, is a subsidiary responsible for pharmaceutical advertising. Now, Ogilvy & Marther and Redeffusion are reportedly considering similar moves. To begin with, they will try to bring their skills to the ordinary business of making audiovisual, prints or multimedia sales pitches to the doctors. This could improve the communication of OTC products, which have been turning more love and care oriented. Johnson & Johnson's touch therapy commercial is good example of the use of emotion. Advertising agencies will have to educate themselves well, because the main reason that in house publicity departments manage to torpedo the suggestion of agency help is the fact that no body wants their wonder pills to be handled by bubble gum jingle makers. Says the marketing manager of a small, but fast growing Indian company, "Advertising agencies may be good for selling the image of the company as whole but at the level of each brand, what can they do? They don't know anything." Marketing Research Function Marketer, in order gain information, conducts market research, which in Indian pharmaceutical industry can be as simple as chatting with doctors, retailers and hospital administration or as complex as surveying a nationally representative sample of specialists or corporate hospitals and identifying the emerging health care needs. The pharmaceutical major are fond of syndicated data. Many companies routinely buy ORG (Operation Research Group) panel study and C-MARK studies for different brands and keep them in computer memory for easy retrieval and analysis. For them, it just feels good to know that data can be accessed when needed. But when it comes to developing strategies for their brands, these companies do not operate on the basis of this data. On the contrary, Cadila Health care
(Zydus) group, takes the data very seriously. It has meetings with all of the brand managers every month to study the implications and develop strategic actions along with top management teams. This company is using information actively, whereas many other companies use the information either as an academic appendage during a presentation of low immediate relevance or as a defense shield during a performance review. Marketing research data only provides a base for action in the market place, the action which has to be implemented through various mix's of promotion. It is important to understand that the promotional mix for any brand or organization is dependent upon the mix of advertising, personal selling and public relation. Over use of personal selling in pharmaceuticals via medical representatives and limitations on advertising pharmaceutical products due to FDA (Federal Drug Administration) restrictions, presents an opportunity to explore the role of and exploit the Public Relations function in the pharmaceutical industry. Use of Public Relation Very few pharmaceutical marketers in India use public relations as a marketing tool. Many of them think Public Relation entails sending out a few press releases, holding a few conferences and conducting some event when company launches a new molecule or product. In reality, Public Relation usually ends up making a point at a very personal level. Its impact in the industry is seen at several levels affecting doctors and brands. Some years ago, Cipla was forced to make use of Public Relation tools when its major communication medium-medical representatives turned--un-cooperative. The company conducted meetings for not more than 10 customers at a time and ensured that thousands of such meetings took place at different locations in the country. This helped cipla in building one-to-one relationship with its customers. Prudent use of Public Relation has also helped the organization in creating a positive platform for direct response communication. Drug Distribution Many a times drugs promoted through professional service representatives do not appear on the shelves of the retailing chemist. This can be attributed to ineffective distribution system. Although distribution is recognized in India as an important function, many pharmaceutical marketers accord it a mere supportive role; so the distribution system has remained traditional with little or no innovations. Superstockists/stockists, distributors and C& FA's (Carrying & Forwarding Agent) have traditionally been very loyal to pharmaceutical marketers. As a result, strategic changes in distribution arrangement were rarely recommended or carried out. Problems, if any, were always sorted out amicably and changes, when at all, were concerned
only with adding or deleting stockists in the distribution chain. Over time when AIOCD (All India Organization of Chemist & Druggist) mobilized retailers in every state, pharmaceutical companies found their freedom to appoint stockist restricted by retailer pressure. There have been other changes too. One may view the distribution set up as a concentric pattern with patients at the center with each ring representing a link in the chain. It must be noted that some rings prefer by passing the next one. Some companies, for instance, deal directly with stockists, whereas some high end products that require highly sensitive servicing are distributed directly to doctors. Some innovative ideas have been coming from such companies like Hoechst, Sarabhai, Sandoz (Novaratis) and now Nicholas Parimal.In 1988 Sandoz decided to make changes in its method of giving discount to C & F (Carrying and Forwarding Agents) through a simple innovation. Instead of paying direct percentage on sales to agents it started paying on basis of case lots. Each case lot weighed approximately 12-15 kg and on each case lot, it paid $ .19 - $ .32 to C&FA. As result, Sandoz reduced the cost of operations by 1.2 percent of its total turn over, an enormous figure when calculated in rupee terms. It is often true that effective distribution along with right pricing differentiates a success from a failure in market place. In India, most companies market a vast portfolio of products (that others are also selling) and pricing decisions are delegated. In a market with many brands meeting the same need, even the rare marketer who begins by formulating a program based on inputs from the doctors and patients often ends up glossing over question of profit while setting the price. In the old days production volume were often kept fixed (either by the company or the licensing authority). In this state costs were easy to measure and simple cost plus pricing used to work. Also marketers had to live under the rules of Drug Price Control Order (DPCO), the government price fixing instrument for essential drugs. Since liberalization began in 1991 the DPCO has been loosing its grip and the prices of many formulations, allowing market forces to play the regulator. Other aspects of liberalization have made companies hungry for growth. In such a dynamic state of existence where growth is both desirable and achievable, pricing is less simple. Lack of strategic thinking leads to chaotic pricing. Every body agrees that intelligent pricing can be used as a critical edge for any product. Yet in the pharmaceutical industry, trends suggest that enough thought is not being given to such serious decisions. A single player marketing thoughtless decision can have repercussions on the entire market. Many marketing managers don't understand the impact of their own decision on the market. As a result, they think of themselves as either price takers or makers. There is rarely a marketer who wants to upset the apple cart-ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY Page 190
strategically--by becoming a price breaker. This can be suitably illustrated with the example of Glaxo: Glaxo, When it launched Ceterzine an anti-allergic, played price maker. It set a price it thought fit, then came a crowd of followers, and they were price takers. So there was a market where Glaxo, UCB and Unichem were all selling at $ .06 per tablet. Then came SOL. It decided to reset the scale and change the markets dynamics So it played price breaker, selling its Ceterzine brand at $.023 per tablet. In 18 months it was selling higher volume then Glaxo i.e., the price maker brand. Glaxo did not react and continued with the same price. Today Lupin and Core are selling below SOL's price. So the price breaker managed to start a price war, but Glaxo has won back the brand leadership. New Economy Businesses are today characterizing the robust growth and development in the global economy- large investments, hi-tech projects and lots of business opportunities. Specially talking in context of developing nations, this fact becomes more prominent. Countries like India and China are today leading the whole world when it comes to fast-paced development and investments. Infact, such nations today are the biggest centres of attraction for international investors and moreover for the whole world. Talking specifically of India- one of the most promising & potentially viable business destinations in the world, it is witnessing a super paced era of growth and industrialization. Almost all the important new economy sectors of world economy, be it Telecom, Real Estate, IT, Biotechnology or even Retailing- all are evidently gaining strong footholds in India with many of them being established industries today. And more importantly, all this is happening when the nation has just started reaping the real long-term benefits of globalization and openeconomy. Taking the discussion to a narrower talk, the country of India has in its fast-paced move of industrialization and development, forgotten to look back and do justice to some industries and businesses which are potentially very promising but rather ignored. Such industries, if seriously looked forward to, could give the country yet many more add-ons to its global competitiveness, thus creating more value and business. Such one industry is the Direct Selling or Network Marketing or Multi Level Marketing (MLM) industry. Being a wellestablished & prominent industry in almost all parts of the world, Direct Selling is still in an evolutionary phase in the Indian subcontinent. Lack of knowledge & education on Direct Selling is perhaps the biggest block in the rapid development of this industry. Although the
industry boasts of annual global revenues exceeding $100 billion and apprx. Rs. 2,400 crores in India, yet keeping in mind the great and enormous potential of the industry, its present development scenario is not at par with the global industry trends. Thus, laying stress on certain decisive & influencing factors, the industry can be given the right kind of setup/ atmosphere it needs, which should ultimately give the industry a really robust push and hence the rquired growth. India & Network Marketing It won't be out of turn to say that today the Indian economy stands to be indeed one of the most crucial destinations of economic development and the whole world is keenly watching it grow- more & more. With this, it goes obvious to say that the Indian economy would perhaps be one of the most important and attractive destinations for investments and business opportunities sought after by the international business community around the globe. Talking of Network Marketing in India, the country has experienced slow but rather reasonably steady growth in this context. Early players like Amway India, Modicare and Oriflame India are some of the ones who really introduced the concept of direct selling & MLM to the people of this country. At least, today, not many people would be unaware of the strong presence of a brand like Amway or Oriflame, for that matter, and it, by virtue of being so, truly represents that the direct selling industry has therefore gained at least a reasonable minimum level of footage in the country. Network Marketing in the present Indian context Talking of the present times, the Indian MLM industry is witnessing, especially for the past 4-7 years, a tide of MLM & direct selling firms operating in the market. A large portion of this tide is mainly characterized by mushroom growth of unorganized small players who are not serious with the MLM business, rather they are portraying it as a "get rich overnight" opportunity. With this, the image of the industry in India has been tarnished to much an extent. Many people now see MLM as a scheme run by fraudulent fly-by-night companies. This perception is also true keeping in note the fact that innumerable unorganized & small MLM companies have flown away and vanished from the market after collecting subscription/ joining fee from thousands of customers, the amounts being running in millions of rupees. The other side of this story should also be given a proper reference. It is now a well understood and an appreciated fact that often quality has to be searched from within quantity.
Referring to the above scenario of the MLM industry in India, it can well be said, from other side of the coin, that the industry is witnessing positive notes from business sector, as more and more companies are going the MLM way. Thus, involvement of hundreds of companies into MLM and the abovementioned MLM tide are then to be recognized as true representatives of the potential recognition of the direct selling & MLM industry. It is from these numerous companies & firms that the potentially good firms would carve a niche for them, thus resulting into reputed players in the industry. A good corresponding example of this perspective of MLM industry in India is the Indian Pharmaceutical industry. Alike the direct selling industry, the pharma industry is also characterized by mushroom growth of small companies. But today, the pharma sector in India is a high-booming sector and an important one when it comes to sectoral performance and growth. The entry of numerous firms in the pharma industry shows its potential recognition and it is from among these companies that many emerge out finally as good performing & profitable entities. Small cap firms in the pharma sector have already shown their importance both in terms of results and on the Indian stock exchanges. The same can hopefully be expected of the Indian direct selling industry. Indian Direct Selling Association (IDSA) Being the apex body of direct selling firms in India, the IDSA has a tedious list of to-dos that will go a long way in ensuring proper and healthy growth of the industry in India. IDSA's affiliation to the World Federation of Direct Selling Associations (WFEDSA) and its networking with direct selling associations around the world will definitely help it improve upon its practices and methods, but then the IDSA has to chalk out a customized plan for the structured and proper growth of MLM in India, keeping in mind the country's special conditions and circumstances. Prime challenges before Indian MLM industry today
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To familiarize and educate people about the concepts of Direct Selling & Network Marketing/ MLM. To build a perceptual appreciation about MLM in the minds of people. To positively portray MLM & Direct Selling as a means of marketing/ selling & distribution rather than a "get rich overnight" scheme/ opportunity.
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To explore the employment potential of MLM by involving more & more people into Direct Selling as Independent Direct Sellers. Ensuring least failure of direct sellers by imparting proper training & development programs/ inputs. To lobby with industry associations like FICCI (Federation of Indian Chambers for Commerce & Industry) & CII (Confederation of Indian Industries) for better networking and industry support & recognition. To maintain a common code of ethics. To identify and stop fraudulent, fly-by-night firms endorsing MLM business as a "get rich opportunity" in India. To coordinate with the Government of India to come up with a comprehensive set of policies & rules for the Direct Selling industry in form of a Direct Selling Act. To encourage reputed & established business players in India to venture into MLM/ Direct Selling, portraying the same as a very viable & profitable futuristic business opportunity cum means of sales & distribution
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The Indian Pharmaceutical Industry is having wide range of capabilities in the complex field of drug manufacture and technology. The country's pharmaceutical market is a US$ 7.3 billion opportunity with the domestic retail market expected to cross the US$ 10 billion mark in 2010 and be worth an estimated US$ 12-13 billion in 2012.
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The Indian pharmaceutical industry ranks 4th in terms of volume. In terms of value it ranks 13th and produces 20-24 % of the world's generic drugs. India is also one of the top five active pharmaceutical ingredients (API) producers.
The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units. The leading 250 pharmaceutical companies control 70% of the market with market leader holding nearly 7% of the market share. To accelerate growth in this sector the Government of India allows 100% foreign investment through the automatic route. Industrial licensing for all bulk drugs, intermediaries and formulations has been abolished. The number of drugs under price control has been reduced from 74 to 28.
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The Indian pharmaceutical market is highly competitive and remains dominated by low priced, domestically-produced generics. Despite having the second largest population in the world and a growing middle class with high healthcare expectations, India accounts for less than 2% of the world pharmaceutical market in value terms. In one of the world's better performing economies, spending on pharmaceuticals accounts for less than 1% of GDP and average per capita spending remains one of the lowest levels in the region. Indias biopharmaceutical sector is currently experiencing double digit growth and this is expected to continue, driven by the vaccines market. Growth drivers include education and increased awareness of disease prevention, increases in disposable income and government participation in immunisation programmes. Continued growth is also expected in the diagnostic and therapeutic segments, including cancer and diabetes. India is already known as the diabetic capital of the world and the number of diabetes patients in India is expected to grow to 70 million by 2025. Cancer therapies are also lucrative for many Indian companies due to highly unmet need, increased awareness and the comparative affordability of domestically produced drugs. The Indian pharmaceutical industry is responsible for around 8% of world pharmaceutical production. Over the last couple of years, Indian pharmaceutical companies have been increasingly targeted by multinationals for both collaborative agreements and acquisition. During the first half of 2011, Bayer and Zydus Cadila agreed to set up a joint venture called Bayer Zydus Pharma (BZP), for the sales and marketing of pharmaceutical products in India. BZP will operate in key segments of the Indian pharmaceutical market, with a focus on: women's healthcare, metabolic disorders, diagnostic imaging, cardiovascular diseases, diabetes treatments and oncology. Other recent collaborations include Sun Pharma working with MSD (Merck & Co) to market and distribute Merck's Januvia (sitagliptin) and Janumat (sitagliptin+metformin) under different brand names in India. The agreement will provide patients in India with access to the sitagliptin products for the treatment of Type II diabetes. In May 2011, Par Pharmaceutical Companies entered into a definitive agreement to acquire privately-held Edict Pharmaceuticals, a Chennai-based developer and manufacturer of solid oral dosage generics. Hikma Pharmaceuticals announced in April 2011 that it had agreed to acquire a minority interest in Unimark Remedies, a privately-held Indian manufacturer of active pharmaceutical
ingredients and API intermediaries. These recent announcements follow a busy 2010, during which Abbott acquired Piramal Healthcares domestic formulations business and formed a commercialisation agreement with Zydus Cadila; AstraZeneca signed a commercialisation agreement with Torrent for a portfolio of generics; and Pfizer agreed to commercialise biosimilar insulin from Biocon.
ENHANCED STRATEGIC INTELLIGENCE Espicom's highly regarded world pharmaceutical market reports have been redesigned to provide enhanced strategic intelligence in a user-friendly format. Each report provides indepth information, setting the pharmaceutical market in context. The reports provide:
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Five-year projections for economic, demographic, health expenditure, health workforce and pharmaceutical market indicators. Specialised intelligence on OTCs, generics, biologics and biosimilars. Exclusive economic and demographic data from the Economist Intelligence Unit (EIU) for each market in the series. A separate statistical health file, comprising health expenditure, health infrastructure, health services and health personnel. The reports are updated quarterly, providing you with the latest information for a full year. In addition, the service will keep you up to date with market and industry news on a regular basis. The objective of pharmaceutical marketing is to make profits through satisfying customer needs and wants. Hence, the marketers have to understand the real needs, wants, belief and attitude of customers towards products and services. With Product patent being implemented in India, the operating dynamics of the Indian pharmaceutical industry are poised for significant changes. The pace at which Indian companies were able to introduce new formulations till now is likely to slow down considerably. One of the biggest changes for the future would be the focus on marketing that would get significant momentum to drive corporate performances. In short, understanding customer needs and expectations would become the mantra for success in years to come.
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Indian Pharmaceutical Marketing System Pharmaceutical marketing is a specialized field where medical representatives form the backbone of entire marketing effort. Pharmaceutical companies also appoint medical representatives and assign them defined territories. Medical representatives meet doctors, chemists and stockiest as per company norms. Medical representatives try to influence prescription pattern of doctors in favour of their brands. (Sahad P.V. & E. Kumar Sharma, Business Today, December 4, 2005) [1], (Dr. Rajan T D, Getting into the physicians mind, Express Pulse 2006) [4]. The pharmaceutical distribution channel is indirect with usually three channel members i.e. depot/C&F, stockiest and chemist. Pharmaceutical companies appoints one company depot or C&F agent usually in each state and authorized stockiest in each district across the country. Company depot/C&F sends stocks to authorize stockiest as per the requirement. Retail chemists buy medicines on daily or weekly basis from authorized stockiest as per demand. Patients visit chemists for buying medicines either prescribed by a doctor or advertised in the media.
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Supply Chain of Indian Pharmaceutical Market
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CHAPTER 6
MARKETING POLICY OF PATANJALI YOGPEETH
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Patanajali Yog Peeth in Haridwar is a center of Yoga and Ayurveda activities in India built on the name of Maharishi Patanjali who invented Yoga 5000 years ago. The ashram is run under the guidance of Swami Ramdev who has revived Yoga and spreading it all over the world. Patanjali Yog peeth provides various facilities such as Yoga Classes, Accommodation,Natural health therapies, Ayurvedic treatments, Accommodation, canteen, OPD and admitting patients for long term disease treatment. India is a world mentor from spiritual point of view. The Indian land is fertile due to the piousness of our sages and seers and their devotion. There has been an ancient tradition of spiritual relations of saints and devotees in India. With the objective of relieving pain and illnesses of the entire world, Divya Yog Mandir Trust was established in 1995, Patanjali Yogpeeths foundation was laid in 2004 and inaugurated in 2006, Bharat Swabhiman Trust was established in 2009 and Patanjali Yogpeeeths second phase was inaugurated in 2009 with the inspiration of Yogrishi Swami Ramdev Ji Maharaj. Revered Swami Ramdev Ji Maharaj has used Yog as a weapon against diseases and is fighting a health revolution at international level. Millions of people have become disease free and their lives have been filled with new vitality. Swami Ji has taken the vow to provide good health to entire mankind through Yog and Ayurved. Millions of Yog teachers are conducting classs right from cities to villages to fulfill this objective. This created awareness among the people. Patanjali Yogpeeth has now moved out of Indian boundaries and organized several Yog camps with the slogan of practice Yog and remain disease free. Swami Ramdev Ji believes that India is his home and the whole world is his family. Swami Ramdev Ji was addressed as the most popular personality of the century and honored in UK. Several people left liquor and meat and adopted Yog as their daily routine. People from Germany, Italy, France and other countries came to visit Swami Ramdev Ji in London and changed their life style with Yog.
From toothbrushes to night suits, from breakfast cereals to body cleansers, there is a spiritual touch in each item up for sale. Consumerism blended with spiritualism, courtesy religious gurus and organisations, is giving companies a run for their money. Yoga guru Ramdevs
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credentials as a politician are yet to be established, but his pioneering marketing strategies as head of a Rs 1,100-crore diversified conglomerate are already the subject of case studies. According to Mrinalini Pandey of Indian School of Mines University, Dhanbad, who has done a study, Baba Ramdev: A cult brand in making, every minute products worth Rs 3,000 are sold by Ramdevs companies. It is not just Ramdev. Several small and big spiritual leaders are making their presence felt in sectors such as FMCG (fast moving consumer goods) and over-the-counter medicines. For example, the products sold by Sri Aurobindo Ashram at Puducherry in south India include hand-woven bedspreads, stuffed toys, snacks, cool drinks and ayurvedic products. At Iskcons (International Society for Krishna Consciousness) outlet, Dharani, the product basket includes vegetables, fruit, grain and spices free of chemicals. But Ramdevs success in cult branding is unmatched, says Pandey. It is through creation of customer communities, determination to build Patanjali Yogpeeth as a rival to the World Health Organisation and going beyond medicines to lifestyle that Ramdev has emerged as a cult marketer, say experts. Legendary brands have a unique feature. They have the ability to transform their customers into brand evangelists. They have a fan base that is so emotionally connected with the brand that it becomes a cult or religion for them, says Pandey. Patanjali reported a three-fold jump in profit after tax to Rs 63 crore for 2008-09, as against Rs 21.20 crore in 2007-08. According to a Crisil report, the trusts operating margin was a healthy 83 per cent in 200910. During 2009-10, Patanjali undertook a capital expenditure of Rs 50 crore for a yoga ashram. It plans to spend Rs 300 crore to set up a university. Pitfalls and transparency Yet, such branding has pitfalls. A Crisil report on the term loan facility of Patanjali Yogpeeth Trust (Patanjali) says the trust continues to reflect uncertainty in revenue streams and funding, besides dependence on Ramdev and his mass following. These weaknesses are partially offset by the benefits it derives from Ramdevs established position as a yoga guru. Movement of funds and transparency remain as challenges. Maintaining a stable outlook, Crisil says Patanjali will continue to be vulnerable to the level of donations over the medium term. The outlook may be revised to positive if there is
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more transparency in policies related to the expected movement of funds among the various trusts under the management, says Crisil. The outlook may be revised to negative if the trusts financial risk profile deteriorates on account of considerable outflow of funds to other trusts or if it contracts large debt to fund capital expenditure. In fact, Patanjalis operating income is estimated to have declined to Rs 50 crore in 2009-10 (financial year April 1 to March 31) from Rs 69.90 crore in 2008-09 due to lower donations from related trusts and fewer yoga camps organised by Ramdev during the year. If babas and swamis are willing to become brand ambassadors, then obviously there will be a large number of devotees who will follow their advice. However, I think by doing this they will be seen as commercialising their image, which will have a negative effect, said advertisement guru Alyque Padamsee. Swami Ramdev medicine is a god given gift to Human. These medicines are cheapest as well as effective and are of good quality. Regular use of Baba Ramdev medicines can cure all of the critical diseases. These swami Ramdev Ayurvedic medicines are highly effective and manufactured by Divya pharmacy and contains pure herbs and metals. In two-and-a-half short years, Swami Ramdev has galvanized the great Indian public into turning ardent practitioners of yoga and pranayama. In the process, millions are losing weight, healing from various ailments and making a bid for optimum wellness. Sneak into any household in India between 5 and 7 am and chances are good that you will find someone sitting cross-legged in front of the television intently following the instructions of a saffron-clad sanyasi, with disheveled shoulder length hair, eyes that are just slightly crossed and shoulders that are tilted to one side. As the swami parts the folds of his angavastram, he reveals a sinuous, fit physique and when he practices his trademark kapal bhatti, his stomach subsides into a deep hollow, sharply outlining his ribs. No prizes for guessing the name of the yogi. Could it be anyone other than Swami Ramdev? Seated before a camp of 20,000 or more participants, the swami punctuates his easy banter with a joke or two, or with a request for a testimony. These are inevitably fulsome, describing
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either a loss of weight, or recovery from one or the other ailment. Occasionally, he extols the great Vedic heritage of India and urges his followers to adhere to it, or ventures into a fluid narration of kitchen remedies for various disorders. Unsurprisingly, he delivers periodic broadsides against western influence, particularly the use of aerated drinks and junk food. The camera dwells lovingly on the heavyweights sitting in the front row, who range from politicos such as the chief minister of Rajasthan, Vasundhara Raje, chief minister of Chattisgarh, Dr Raman Singh, to film star Hema Malini, and business tycoons, Rahul Bajaj and B K Modi. None of this would be remarkable in itself but for the fact that in less than two-and-a-half years, this innocuous yogi has single-handedly spearheaded a major national revolution in health and general wellbeing through the systematic practice of yoga. Observes Sri Sri Ravi Shankar, founder of Art of Living, whose runaway popularity has only been challenged in recent times by Swami Ramdev, "If an individual can be credited with reviving yoga in this country, it is solely Swami Ramdev. Yoga can cure even fatal diseases and Swami Ramdev has definitely proved it time and again. Swami Ramdev has spread yoga to such an extent that sooner or later, one has to embrace it." Agrees Life Positive columnist and yoga teacher Shameem Akhtar, "He is the first person to have popularized yoga in India at the mass level." Adds Santosh Sachdeva, author of books on kundalini, such as the Kundalini Diary, "Every morning when I go for my walk, I see people sitting on benches and practicing his anulom vilom and kapal bhatti. Even my physician does it. It's astounding to see how one man has changed human consciousness at such a mass level."
The Power of One Swami Ramdev is living testimony to the power of one. Throughout history, individuals have been the fulcrum that has shifted society to new eras and paradigms. Whether it is the Buddha, Jesus Christ, Marx or Mahatma Gandhi, each created a revolution in ideas and action. Today, it is the turn of Swami Ramdev to create a watershed in yoga awareness. This 5,000-year-old philosophy and practice has been so far restricted to tiny pockets and
organizations and has over the years gained more popularity in the West than in the land of its origin. It was left to Swami Ramdev to explode out of all limitations and bring it within the reach of every man. Today, there's scarcely anyone in the country who has access to a TV, who is not familiar with his name. Lisps four-year-old Sarika, "I like the way Ramdev uncle pulls his stomach in and moves it like a ball. See I can also do it." She sucks her stomach in and surprisingly, she is good for her age. Shankaracharya Swami Divyanand of Bhanpura Peeth credits Swami Ramdev's yoga for reducing his obesity. There has even been a camp at the Rashtrapati Bhavan on APJ Abdul Kalam's insistence. Observes film star Hema Malini, "I have personally benefited a lot by following Swami Ramdev's yoga. Being a dancer, flexibility is very essential. Regular yoga keeps my body well toned and active. I have experienced great relief in my knee joints. Even my skin is glowing better than ever." Others extol his virtues lavishly, crossing the frontier of hyperbole. Says Kirit Bhaiji, member of the Tulsi Seva Charitable Trust, "We have not been able to keep our country united, either through food, bhajans, language, religion nor culture. Unity in all aspects is possible only through Shri Ramdev's yoga."
Healing the World And when it comes to healings, the testimonies are legion. Eight years ago, Shakhdav M Devashryee lost all hope when he lost his sight. In January 2004, he learned yoga by listening to Swami Ramdev on TV. He says, "That was my turning point. My confidence level shot up and I was determined to follow the path of my yoga teacher and change the lives of many others the way he changed mine. I also wanted to establish victory over my own handicap. Till date, I have taught yoga in 11 jails and formed many clubs." Jayshree Desai, 47, yoga teacher based in Mumbai, also narrates her life-changing
experience: "I was diagnosed with Hepatitis B, and deemed incurable. My friend introduced me to Swami Ramdev'syoga on TV. When I practiced it, my acute condition stabilized, and soon to the amazement of doctors, the disease vanished! I resolved to become a yoga teacher and have conducted many camps in India as well as in Mexico, Norway and San Diego." Manik Juneja, a technopreneur from Delhi, says, "My father is suffering from end stage renal failure. His creatinine level was 11, whereas normal creatinine level is around 1. The nephrologist was considering putting him on haemodialysis, when my father started doing pranayaam twice daily, after watching Baba Ramdev's yoga camp on TV. Within two months, his creatinine level came down to 5.8. His blood pressure and blood sugar levels are also under control now." An all-round panacea, yoga came to the help of Raghav Dutta, a 23-year old national-level swimmer from Delhi, who says, "After every swimming session, I used to get obdurate cramps in my legs. On my coach's insistence, I attended a week-long yoga camp with Swami Ramdev and the cramps just dissolved. I never collected my X-ray reports from the pathology lab." Swami Ramdev prescribes a blend of home remedies, ayurvedic medicine and yoga to combat all diseases. He says, "A day will come when yoga and ayurveda will become mainstream therapy." Firm in his belief that these two disciplines can alone heal mankind of most if not all ailments, he has enlisted millions of practitioners into his bandwagon, including allopathic medical practitioners. Ashok Chandra, an MBBS-turned-yoga guru attached to Swami Ramdev's outfit, says, "I suffered from chronic spondylitis that allopathy could not cure. A couple of years ago I started Swami Ramdev's yoga. Bingo, the pain dissolved. Persistence was and is the main key. Eventually, I gave up my medical practice to learn yoga." He chortles and adds, "I was proud to be an MBBS, now I am even prouder to be a yoga guru." Yoga has always been a non-sectarian discipline, emphasizing the universalities of breath, focus and flexibility. Little wonder then that Swami Ramdev's appeal cuts across all sectarian
divide. Doctor Anwar Ali Rana, a yoga teacher trained by Swami Ramdev, says, "When I went for Haj, I wanted people residing in the sacred land to realize the magic of Swamiji's yoga, so I conducted four camps at Mecca and Madina and also trained three men to teach the practice." He adds, "Honey will always taste sweet to all; the masses at Mecca and Madina embraced yoga without a seed of doubt." Thanks to Aastha's international channel, Swami Ramdev's popularity is spreading over the whole of the Asian continent, as well as Australia, Europe, Africa and even America. Jonas D, an Australian social worker, ardently follows Swami Ramdev's telecasts. He says, "Bloggers from all around the globe were singing praises of the Indian yoga guru. I had to try it out, and I must say it was a matter of few days when I felt a boost of energy in my entire system."
Teleguru Par Excellence Swami Ramdev first shot into the limelight in December 2003 on Aastha channel. Almost instantly, he made an impact, which spiraled with every passing day. In time, he began to parlay his popularity through giant camps of a magnitude never before attempted. More than 20,000 people register for attendance, even though admission is not cheap by any means. People pay close to Rs 5,000 for the privilege of sitting near the podium, while even the furthest seat commands Rs 500. It is said that he charges Rs 5 lakh for a one-on-one session. Today, all his camps are being telecast live for those who cannot afford to attend them personally. His first foray abroad with four camps at UK beginning on July 15, may well trigger the beginning of a worldwide yoga yatra. Already, he has earned the title of the most likable Indian in a poll in Pakistan. His meteoric rise in less than three years can be attributed in part to the power of television. Aastha's spokesperson once said, Swami Ramdev has been to it what Amitabh Bachchan was to Star Plus, a one-man army that has sent TRPs soaring. Arvind Joshi, Distribution Head of Aastha channel, says, "There has been a manifold increase in our TRPs."
Today, Swami Ramdev is a fixture there, appearing twice daily, once in the morning at 5 and again at 8.20 pm. The channel also gives copious publicity to his camps. Swami Ramdev appears on other channels as well such as Sahara Samay and India TV, eliciting a frenetic response. "I am speechless; I just don't have enough words to extol Swamiji ," says Prabhat Dabral, Vice President (News), of Sahara Samay. He adds, "We have received an immense response from our viewers and there are non-stop requests to increase the duration of the show." Baba Ramdev after becoming an enemy of MNCs is now a crusader against corruption, but theres a whole other side to the Yoga Guru. Ramdev has made some pretty striking statements in the past. Baba Ramdev had earlier taken a stand against cold drinks saying, Drinking cold drinks cause cancer, drinking cold drinks can also lead to impotency, drinking cold drinks causes osteoporosis, drinking cold drinks can also lead to death, diseases like obesity aur diabetes are caused by drinking cold drinks. Ramdev also criticised western medicines and cures saying that cancer cannot be cured by operations or radiation treatment, and only Pranayam can cure it. Once a person is diagnosed with cancer, no matter how many operations or radiation cycles he undergoes, eventually he will live for 2-4 years only, after that death is inevitable. It is pranayam only which can cure a cancer patient. But the Baba also holds controversial and sometimes bizarre views. On a receny visit to New Delhi, Ramdev addressed a gathering of schoolchildren. He told them, When you drink milk, you become strong and fair. After hearing Ramdev a child replied, We can also get fair by drinking Limca, if we can get fair by drinking milk. Ramdev has never kept his thoughts to himself and also spoke out openly against homosexuality. In our country, in the Vedas, in the Upnishada, in the Manusmriti, there is not even a single mention of homosexuality. World-renowned yoga guru Swami Ramdev, has formed a political party-Bharat Swabhiman, to purify the corrupt politicians and rich . He is challenging all corrupt politicians ,contesting all seats in Parliament of India, in the next election. What is purpose of his political party ,and how it intends to use the power of yoga to clean up the corrupt politicians and rich in India through the policy of yoga.
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Swami Ramdev is the guru of yoga in the world and has over 10 million followers in India, including many politicians and rich people worldwide.What is the political party-Bharat Swabhiman Swami Ramdev ? Bharat Swabhiman is a silent movement , political policy, which intends to revolutionize the Indian politics that has been brutally subdued by the rich and the corrupt corporate India that have concealed their wealth anounting more than Trillion $ to Swiss banks during last many years. Confirmed data of this wealth are now coming from many banks of Tax havens and was dicussed in Parliament of India.. Bharat Swabhiman, aims to uplift the whole society and country India. More than 100,000 people come to listen Swami Ramdev daily and support pledged to him. No politician of any political party , openly criticize it and oppose him, they consider him a guru. For them, the guru is first and politics is the second. But they fail to clean their character's expectations Yoga Guru Swami Ramdev. Swami Ramdev said that more than one 100 million people listen his ,daily , live, TV Program , on may channel, and people are pledging to join its partial political Bharat Swabhiman. Bharat Swabhiman Swami Guru Yoga Randev intention to contest all seats of Parliament during the forthcoming elections in India with the Manifesto: 1. By bringing the two billion $ of corrupt Indian, stored in Swiss banks and other tax havens and use it for national development. 2. The adoption of supporting local production and employment by the boycott of 5000 foreign companies that sell foreign products to zero technology and looting $ 5 billion of poor in India every year on the model adopted by the State Ohio. 3. By brining the end of laws that exploit the poor in India, particularly farmers in the villages and that favor ,the rich , companies in India. 4. By brining an end to corruption by the laws of the death penalty for corrupt rich. 5. By brining a reform in the health sector and education by promoting spiritual, cultural education and science education and ensure peace in the minds and employment for all in India. 6. Through the promotion of organic, natural and herbal medicines ,to prevent the use of fertilizers, pesticides and other harmful chemicals to be purchased by farmers .It is not only wastes money but also have enormous consequences for health and continue to develop diseases like cancer, etc.
7. By promoting high quality education in local languages to students of all states of India and promote local culture. The famous guru Swami Ramdev Yog is the head of several billion dollars Divya Yoga Mandir Trust, which manages the largest yoga center in the world, the industry of herbal medicines in India. He runs the largest hospital in herbal medicines on scientific lines with international facilities in Rishikesh, India, with the 10,000 patients attended daily and 1,500 clinics giving consultation free. People around the world come to him for a permanent treatment of herbal medicines for many diseases including cancer, and the system of allopathic medicine fails to heal. He has numerous patents to yoga postures, the herbal medicine called Ayurveda. Some say that Swami Ramdev Trust has over 300 patent herbal and worth billions. Swami Ramdev Trust have a drug clinical trials with more advanced equipment available worldwide and pathologists highly paid in the world, working on research on herbal medicine best in the world. He claims to make available his yoga, herbal medicine affordable to the poor of the world. Guru Yoga challenges the system of medicine allopathic and corrupt business of medicine in the west and the corrupt politicians of India. Currently, Yog Guru Swami Ramdev has over 100,000 yoga experts trained in herbal medicine who attend more than 10 million patients with approximately 2000 seats in India and abroad. Recently, Swami Ramdev has established a yoga center $ 4.5 million to Houston. It is the first major branch of yoga and herbal medicine abroad to serve the people of the United States and Canada. The center of herbal medicine will be built on 60 acres of land in the suburb of Rosenberg, Houston, Texas, offers yoga, being herbal medicine on an equal footing with its base center in Rishikesh, India, for which he is known. Yoga guru Ramdev has acquired a Scottish island for about 2,000,000 for the wellestablished retirement. The acquisition itself was conducted by a Scottish couple of Indian origin and intent to become the basis to serve the ordinary people of Europe with the best of yoga and less costly system of herbal medicine and Indian medicine for all diseases. Swami Ramdev yoga camp guide which is available live on Aastha TV Channel and follower 10 million people in its camps yoga on television, and broadcast live in 180 countries, and
video. His yoga, herbal medicine and Indian medicine are for the masses and are completely free for all. Ramdev principle in life is to protect the human rights of all civilizations throughout the world. His goal is to build the world's largest center for yoga, herbal medicine and Indian medicine for ordinary people around the world. The Trust will include treatment facilities, research and university education in yoga, herbal medicine and Indian medicine. Trust offers free care to those who can not afford the treatment and others would be much cheaper than the best hospitals and elsewhere. political party-Bharat Swabhiman of Swami Ramdev has support of major religious institutions of Hinduism and Islam. Every yoga and spiritual media channel covers Baba Ramdev for health tips and yoga, but there is more to associate with him and that is very big pharmaceutical business running in parallel namedDivya Pharmacy.
Although Baba never pushes people into purchasing ayurvedic medicines from his Divya Pharmacy, but it is his great marketing style that people automatically pursue to purchase.
Today every pharmaceuticals company invests lot of money on advertising and marketing. A large part of these expenses goes to medical representatives salaries and training. But there is NO medical representative in Divya Pharmacy. Marketing is the phenomenon by which customer should come automatically to the counter for purchase and Baba Ramdev proved that he has those skills.
Baba Ramdev is extraordinary business man who spends nothing on advertising and marketing and recruits no medical representative. He himself is the medical representative for Divya Pharmacy and he himself does the advertising. There is no propaganda iin Babas marketing style. A good businessman needs leadership skills which is plenty available in Baba Ramdev
A good business man needs a clear vision for future and Baba Ramdev has superb vision for future. He knows that future would be health era, people will spent more money on health and fitness, this quality makes him a good business man. Farsightedness is basic characteristic of entrepreneur which is available in Baba Ramdev.
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Goal oriented activities is also a powerful tool of Baba Ramdev, which makes him a good business man. A successful business man needs capacity for taking right decisions at right time, Ramdev has a clear vision for future so he takes superb decision about yoga and ayurvedic pharmacy. Innovation is basic character of successful business man, Baba Ramdev is very good innovator. Although yoga is ancient but Baba made some modifications to yoga activities and added some innovation to win the heart of people and result is that maximum number of people are now follower of Baba and Divya pharmacy is running successfully. Every business needs a managed channel of distribution to reach at customers door step but Baba Ramdev runs a well managed distribution channel without opening a single shop in country. This is miracle in marketing and business.
Any big business group must have various ranges of products according to market segmentation and Baba Ramdev has a large number of ayurvedic products in their portfolio. This is an indication of a successful business group. Maximum profit with customer satisfaction is main motto of any kind of business. Baba Ramdev is giving constant satisfaction to the followers and this automatically turns Divya pharmacy into a profit making venture. Baba Ramdev proved that no need to have or hire people with degrees like MBA to run a profit making business.
Modern business house like Tata, Birla , Reliance are involved in social marketing as a responsibility towards the nation and humanity wth Tata Memorial Hospital, Birla Temple, Reliance Education and so on. Baba Ramdev is one step ahead of these famous business houses as these business houses are primarily a business group who look into social works. Whereas Baba Ramdev is doing social services and the business is automatically growing and running. One can make out that who is better business man Baba Ramdev or these business groups? We can say that Baba Ramdev is business icon cum yoga guru.
Baba Ramdev is not only a yoga guru but he is very keen business man, a brand or even an icon in Indian spiritual and pharmaceutical industries. From toothbrushes to night suits, from morning meal cereal products to body cleansers, theres a spiritual touch in every single one unit up for sale. Consumerism mixed with spiritualism, good manners religious experts and organisations, is giving corporations a run for their funds. Yoga guru Ramdevs credentials as a politician are yet to be established, though his pioneering promotion strategies as head of a Rs 1,100-crore (Rs Eleven-billion) differentiated conglomerate are already the subject of case studies. In accordance with Mrinalini Pandey of Indian School of Mines Institute, Dhanbad, who has done a study, Baba Ramdev: A cult trademark in making, each minute goods worth Rs 3,000 are vended by Ramdevs corporations. A Number Of little and huge spiritual leaders are making their presence felt in sectors for example quick moving client merchandise and over-the-counter medications. For instance, the goods vended by Sri Aurobindo Ashram at Puducherry in south India incorporate handwoven bedspreads, stuffed toys, snacks, cool drinks and ayurvedic goods. At Intercontinental Community for Krishna Alertness outlet, Dharani, production holder incorporates veggies, fruit, grain and spices free from chemical compounds. It is through making of client communities, determination to make Patanjali Yogpeeth as a competitor to the Planet Healthiness Organisation and transcending medications to everyday life that Ramdev has emerged as a cult marketer, tell professionals. Legendary trademarks have an exclusive feature. Theyve the capability to transform their consumers in trademark evangelists. Theyve a fan base that is so emotionally linked with the trademark that it ends up being a cult or maybe religion for them, states Pandey. Patanjali reported a 3-fold bounce in profit after taxation to Rs Sixty Three crore (Rs 630 million) for 2008-09, as against Rs 21.20 crore (Rs 212 million) in 2007-08. In accordance with a Crisil report, the trusts operating margin was a wholesome Eighty Three Per Cent in 2009-Ten. In The Course Of 2009-Ten, Patanjali undertook a capital expense of Rs Fifty crore (Rs Five Hundred million) for a yoga ashram. A Crisil report on the term loan facility of Patanjali Yogpeeth Trust (Patanjali) states the trust keeps on to reflect uncertainty in income streams and financing, in addition to dependence on Ramdev and his mass following. These weaknesses are partially offset by the benefits it
derives from Ramdevs established position as a yoga guru. Caring For a stable outlook, Crisil states Patanjali will go on to be susceptible to the amount of donations over the medium term. The outlook may be revised to positive if theres more transparency in policies associated with the anticipated movement of funds amongst the different trusts under the management, states Crisil. The outlook may be revised to negative if the trusts economical risk profile becomes worse due to significant outflow of funds to different trusts or maybe if it contracts considerable liability to fund capital expense. As a matter of fact, Patanjalis operating cashflow is values to have declined to Rs Fifty crore (Rs Five Hundred million) in 2009-Ten (economical year April One to March Thirty One) from Rs 69.90 crore or maybe Rs 699 million in 2008-09 due to lower donations from associated trusts and less yoga camps organised by Ramdev in the course of the year. If babas and swamis are wanting to end up being trademark ambassadors, then certainly therell be an extensive quantity of devotees who will follow their suggestion.
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CHAPTER 7
PRICING STRATEGY
y PRICING OF PATANJALI YOGPEETH PRODUCT y PRICING FACTOR OF INDIAN PHARMACEUTICAL
COMPANIES
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PRICING OF PATANJALI YOGPEETH PRODUCT

Developing an effective pricing strategy remains the most important and difficult part of the marketing process. For instance, a nominal 1 per cent increase in price realization will boost net income by 6.40 per cent for Coca-Cola and 28.70 per cent for Philips. The pricepositioning and the value-delivery mechanisms should be done with one rule in mind: the performance of the product, or the value associated with it should always be higher than the price. For instance, a company that has either a product or a service whose performance or value is medium would do well to follow a low-cost pricing strategy. Well in tune with this, Baba Ramdev's potion of Pranayama is cheap. He urges people not to lose hope or suffer and depend on expensive treatments. Indian Pranayama Yoga is there to help treat all the ailments completely without costly medicines, operations or surgery. It is amazing, but it is claimed to be true that this is the cheapest and the only complete cure to most of the so called incurable diseases like Diabetes, Cancer, HIV & AIDS too. Divya Yog Mandir (Trust), started Brahamkalp Chikitsalaya at Kripalu Bagh Ashram, Kankhal in 1995 where patients suffering from various diseases were cured using Ayurvedic medicines and practices of Yoga. Need was felt to provide quality Ayurvedic medicines to the patients to seek optimum results as results of Ayurvedic treatment are directly proportional to the quality of prepared medicines. Hence a small scale manufacturing unit of Ayurvedic medicines was established in the campus of Kripalu Bagh Ashram, Kankhal. This was the beginning of Divya Aushadhi Nirmanshala (Divya Pharmacy), which was totally based on traditional methods. Divya Pharmacy has had the exalted vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind this haloed and revered, Indian system of medicine by exploring and selecting indigenous herbs, ancient Ayurvedic literatures and subjecting the formulations to modern pharmacological, toxicological safety tests and clinical trials to create new drugs and therapies. Divya Pharmacy tries that medicines should possibly be available to common man at the minimum cost price. In the year 2002-03, modernization of the pharmacy has been done. A
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new expanded unit of the pharmacy has been established well equipped with machines based on modern techniques. PLC controlled herbal extraction plant commissioned in the pharmacy is used for extracting from the various parts of the medicinal plant like the leaves, The salient feature of this plant is the production of medicine using latest SCADA technology under controlled environmental conditions of temperature and pressure. The extract concentration is achieved under vacuum drying preserving the maximum valued contents of the herbs. Quality of the medicines so produced is of the highest level. This unit has the capacity of extracting from 10,000 kgs. of raw herbs. The desired fluid component is added to this extract in the process of making the medicines. For the manufacturing processes in Divya Pharmacy automatic high speed spray drier unit, for quick liquification a fluid wed processor, tablet compressing device with the capacity for preparing one lac tablet per hour, high speed auto-coater for coating the tablets, high speed mixer-grinder, fluid wed driers and cleaning, crossing & pulverizing units have been established. In the modern packing section of Divya Pharmacy PLC controlled packing equipment having the capacity of 300 volts per minute with automatic blister packing equipment have been installed. A utility center has been set up in this production unit which has tw 500 KVA o generators, softners & cooling towers including boilers & air compressors having the capacity to produce 300 ton steam. As a result of this Divya Pharmacy has become the first medicine manufacturing unit of Uttarakhand to get ISO-9001 and WHO-GMP certifications. In the Pharmacy the international standards like Good Manufacturing Practices(GMP), Good Packaging Practices(GPP), Good Agricultural Practices(GAP) and Good Harvesting Practices(GHP) are being strictly followed.
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LIST OF PRODUCTS S.NO. KWATH 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 ASAWA 17 18 19 20 21 22 23 24 25 ABHAYARISHTA* - 450ML ARJUNARISHTA* - 450ML ARVINDASAVA* - 225ML ASHOKARISHTA* - 450ML ASHWAGANDHARISTA* - 450ML KHADIRARISHTA* - 450ML KUMARYASAVA* - 450ML KUTJARISHTA* - 450ML MAHAMANJISTHADI KWATH PRAVAHI*- 450ML 50 55 45 45 65 50 50 50 50
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PARTICULAR
RATE IN rs
ARJUN KWATH -100Gm ASHAMARIHAR KWATH(6) - 100GM DASHMOOL KWATH -100GM DIVYA PAY -100GM GILOYA KWATH -200GM JWARNASHAK KWATH -100GM KAYAKALP KWATH -100GM DIVYA MEDHA KWATH -100GM MULETHI KWATH -100GM DIVYA PEEDANTAK KWATH -100GM PUTRAJEEVAK SEED -200GM DIVYA SARVKALP KWATH -100GM SHIVLINGI SEED -100GM Details DIVYA SWASARI KWATH -100GM TOTALA KWATH -100GM VRIKK DOSHHAR KWATH(29) -100GM
10 20 10 20 15 20 20 20 10 15 30 20 30 20 10 20
26 27 28 29 30 31 VATI 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56
PTRANGASAVA* - 450ML PUNARNAVARISHTA* - 450ML SARSAVTARISHTA* - 450ML USIRASAVA* - 450ML VIDANGASAVA* - 450ML LOHASAV* - 450ML
70 50 70 50 50 50
AAMVATARI RAS -20GM AROGYAVARDHANI VATI-20GM AROGYAVARDHANI VATI-40GM ARSHKALP VATI -20GM ARSHKALP VATI -40GM CHANDRAPRABHA VATI -20GM CHANDRAPRABHA VATI -40GM CHANDRAPRABHA VATI -60GM CHITRAKADI VATI -20GM HRIDYAMRIT VATI -20GM HRIDYAMRIT VATI -40GM JWARNASHAK VATI -20GM KAYAKALP VATI -20GM KAYAKALP VATI -40GM KHADIRADI VATI- 20GM KUTAJGHAN VATI -20GM LAVANGADI VATI- 20GM LAXMI VILAS RAS -20GM LAXMI VILAS RAS-40GM MADHUKALP VATI- 40GM MADHUNASHINI - 60GM(STRIP) MAHA SUDARSHAN VATI-20GM MEDHA VATI- 20GM MEDHA VATI -40GM MEDOHAR VATI -50GM
35 40 80 30 60 35 70 105 40 100 200 40 70 140 30 30 40 60 120 40 190 35 45 90 80

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57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 CHURN 85 86 87
MUKTA VATI -36 (STRIP) PUNARNAVADI MANDUR -20GM PUNARNAVADI MANDUR -40GM RAJ PRAVARTANI VATI-20GM SANJIVANI VATI -20GM SANJIVANI VATI -40GM SARIVADI VATI -20GM SHILAJEET RASAYAN -20GM SHILAJEET RASAYAN -40GM DIVYA STRI RASAYAN VATI -20GM DIVYA STRI RASAYAN VATI -40GM TRIBHUVANKIRTI RAS- 20GM DIVYA UDRAMRIT VATI -20GM DIVYA UDRAMRIT VATI -40GM VISTINDUK VATI -20GM VRIDHIVADHIKA VATI -20GM VRIDHIVADHIKA VATI -40GM VRIKKDOSHHAR VATI -20GM DIVYA YOUNAMRIT VATI- 5GM VATI - GILOY GHAN - 40GM VATI - GILOY GHAN - 60GM VATI - NIMB GHAN - 40GM VATI - NIMB GHAN - 60GM VATI - PEEDANTAK - 20 GM VATI - PEEDANTAK - 40 GM VATI - PEEDANTAK - 60 GM VATI - TULSI GHAN - 40GM VATI - TULSI GHAN - 60GM
190 30 60 50 40 80 60 30 60 40 80 50 25 50 40 40 80 50 210 90 130 90 130 45 90 130 90 130
AJMODADI CHURNA -100GM AAMLKI RASAYAN-100GM AMLA CHURNA-100GM AAMLKI RASAYAN-100GM
30 60 15
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88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 GUGGUL 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118
DIVYA ASHMARIHAR RAS -50GM ASHWAGANDHA CHURNA-100GM AVIPATTIKAR CHURNA -100GM BILWADI CHURNA-100GM DIVYA CHURNA -100GM GANGADHAR CHURNA -100GM GANGADHAR CHURNA -50GM DIVYA GASHAR CHURNA -100GM HARITKI CHURNA -100GMM LAVAN BHASKAR CHURNA-100GM PANCHKOLCHURNA -50GM PUSYANUG CHURNA -100GM TRIPHLA CHURNA -100GM UDARKALP CHURNA -100GM DIVYA VATARI CHURNA -100GM SATAVARI CHURNA -100GM
80 30 30 30 40 30 15 40 18 30 20 40 15 30 30 60
GOKSHRADI GUGGUL-20GM GOKSHURADI GUGGUL-40GM KAISHOR GUGGUL-20GM KAISHOR GUGGUL-40GM KANCHNAR GUGGUL-20GM KANCHNAR GUGGUL-40GM LAKSHADI GUGGUL -20GM MAHAYOGRAJ GUGGUL-20GM MAHAYOGRAJ GUGGUL-40GM SAPTVISANTI GUGGUL -20GM SINGHNAD GUGGUL -20GM SINGHNAD GUGGUL -40GM TRIPHLA GUGGUL- 20GM TRIPHLA GUGGUL -40GM TRIYODSANG GUGGUL-20GM
25 50 25 50 25 50 25 45 90 25 25 50 25 50 25
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119 120 121 BHASM 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149
TRIYODSANG GUGGUL-40GM YOGRAJ GUGGUL -20GM YOGRAJ GUGGUL -40GM
50 25 50
ABHRAK BHASM - 5GM ABHRAK BHASM - 10GM AKIK PISHTI- 5GM BAHEDA CHURNA- 10GM BAHEDA CHURNA- 25GM BANG BHASM- 5 GM EKANGVEER RAS - 5 GM EKANGVEER RAS -10GM GILOYA SAT- 5GM GILOYA SAT -10GM HAJRUL YAHUD- 5 GM HARIDRAKHAND - 100GM HIRAK BHASM - 300MG JAHAR MOHRA PISHTI- 5GM KAHARAVA PISHTI- 5GM KAMDUDHA RAS - 5GM KAMDUDHA RAS -10GM KAPARDHAK BHASM- 5GM KASIS BHASM - 5GM DIVYA KULYA BHASMA MISHRAN- 10GM KUMAR KALYAN RAS - 1GM LAUH BHASM - 5GM MAHAWAT VIDHWANSAN- 5GM MAHAWAT VIDHWANSAN-10GM MAKAR DHWAJ- 2GM MANDURA BHASM - 5GM MOTI PISHTI - 2GM MOTI PISHTI - 3GM
13 25 15 6 15 23 30 60 10 20 15 70 720 15 40 15 30 10 10 30 450 13 25 50 80 10 60 90
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150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 177 178 179 180 181 182
MUKTA SUKTI BHASM- 5GM MUKTA SUKTI BHASM- 10GM PRAVAL PANCHAMRIT-5GM PRAVAL PISHTI - 5GM PRAVAL PISHTI - 10GM RAJAT BHASM - 2GM RAS MANIKYA - 1GM RAS RAJ RAS- 1GM RAS SINDOOR -1GM SANGEYASAV PISHTI- 5GM SAPTAMRIT LAUH -10GM SFATIKA BHASM- 5GM SHANKH BHASM - 5GM SHANKH BHASM -10GM SHILA SINDOOR -1 GM SITOPALADI - 10GM SITOPALADI - 25 GM SWARN VASANT MALTI-1GM SWARNA MAKSHIK - 5GM SWASARI RAS -10GM SWET PARPERTY- 5GM TAL SINDOOR -1GM TAMRA BHASM -1GM TAMRA SINDOOR -1GM TANKAN BHASM- 5GM TRIBANG BHASM - 5GM TRIKATU CHURNA -10GM TRIKATU CHURNA -25GM V.V.CHINTAMANI RAS-1GM VANSH LOCHAN -25GM VASANT KUSMAKAR RAS-1GM YOGENDER RAS 1GM BAKUCHI CHURNA - 50GM
13 25 80 15 30 100 5 490 5 15 20 8 5 10 25 8 20 230 15 15 8 25 7 30 5 23 6 15 475 25 325 470 20
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183 184
GODANTI BHASM - 5GM GODANTI BHASM- 10GM
5 10
CAPSULE 185 186 187 OIL 188 189 190 191 192 SHAD BINDU TAILA- 40ML DIVYA KAYAKALP TAILA -100ML DIVYA KESH TAILA -100ML DIVYA PEEDANTAK TAILA -100ML BODY MASSAGE OIL -100ML 60 50 70 60 60 CAPSULE -SHILAJIT - 5GM (STRIP) CAPSULE -ASHVASHILA - (STRIP) CAPSULE -ASWAGANDHA -5GM(STRIP) 50 60 50
DROP 193 194 DIVYA DHARA- 20 ML DRISHTI EYE DROP -15ML 15 25
LIQUID MEDICINE 195 196 GODHAN ARK* - 450ML SWASARI PRAVAHI* -250GM 40 35
FOOD SUPPLIMENT 197 198 199 200 201 202 203 DIVYA AJVYAN PACHAK -100GM AJVYAN PACHAK -200GM AMRIT RASAYANA -1000GM ANARDANA VATI -100GM ANARDANA VATI -100GM BADAM PAK -500GM BADAM ROGHAN -60ML 30 40 140 25 35 225 100
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204 205 206 207 208 209 210 211 212 213 214 215 216 217 218 219 220 221 222 223 224 225 226 227 228 229 230 231 232 233 234 235 236
BHUNI SOUNF -180GM DIVYA CHATPATA CHHUARA -100GM GAJAR MURRABA* -1000GM GULKAND -500GM HARAD MURRABA* -1000GM HARAD VATI -200GM HING GOLI -200GM HING PEDA -200GM JAL JEERA -200GM JEERA GOLI -100GM JEERA VATI -200GM MAHATRIFLA GHRIT -200GM DIVYA SHODHIT HARAD -100GM METHI PACHAK -100GM MIX FRUIT JEM -500GM NIMBU VATI -200GM PHAL GHRIT -200 GM PINEAPPLE JEM -1000GM SADA CHYAWANPRASH -1KG SAINDHA NAMAK -500GM SEB JEM -1000GM SEB MURRABA* -1000GM SP.CHYAWANPRASH -1KG SHILAJEET SAT -20GM AAROGYA ATTA -2K.G. AAROGYA ATTA -5K.G. AAROGYA BISCUITS - 100GM KHURMAANI -250GM MUNAKHA -250GM ANJEER -250GM KISMIS -250GM KALIDRAKSH -250GM BADAM -250GM
30 25 100 55 100 30 45 40 45 25 35 180 20 30 70 35 200 100 140 10 100 140 200 60 100 250 10 120 160 160 130 125 180
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237 238 239 240 241 242 243 JUICE 244 245 246 247 248 249
PISTA -250GM BASEEN 500GM PURE HONEY* -500GM AMLA CANDY 500GM AMLA CHATPATA 500GM BEL CANDY 1000GM DIVYA DALIA 500GM
245 30 90 110 115 110 130
ALOE VERA JUICE*-1000ML(FIBER & O/F) ALOE VERA JUICE* -1000ML(FIBER) ALOE VERA JUICE* -1000ML(PLAIN) AMLA JUICE* -1000 ML ANAR JUICE* - 1 LTR. ORANGE ALOE VERA JUICE* -1000ML
200 200 180 90 300 200
SHARBAT 250 251 252 253 254 255 256 257 258 259 SHARBAT - AMLA* - 700ML SHARBAT - BEL* - 700ML SHARBAT - BRAHMI* - 700ML SHARBAT - GULAB* - 700ML SHARBAT - KESHAR BADAM - 700ML SHARBAT - KHUS* - 700ML SHARBAT - MANGO* - 700ML SHARBAT - MANGO PANNA* - 700ML SHARBAT - NIMBU* - 700 ML SHARBAT - ORANGE* - 700ML 75 65 90 90 125 90 100 70 75 65
MEDICINAL SUBSTITUTE OF COSMETIC 260 261 262 SOAP- GOUMUTRA KANTI - 75GM SOAP- KANTI ALOE VERA - 75GM SOAP- SOMYA -75GM 12 12 12
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263 264 265 266 267 268 269 270 271 272 273 274 275 276 277 278 279 280 281 282 283 284 285
SOAP- SOMYA HALDI-CHANDAN -75GM SOAP-OJAS AQUAFRESH - 75GM SOAP-OJAS MINT TULSI - 75GM SOAP-OJAS MOGRA - 75GM SOAP-OJAS MULTANI MITTI - 75GM PATANJALI TEJUS ANTI WRINKLE CREAM - 50GM TEJUS BODY LOTION -100ML TEJUS TAILUM -100ML TOOTHBRUSH DIVYA DANT MANJAN -100GM DIVYA KANTI LEP -50GM SWITRGHAN LEP -100GM GULAB JAL* -120ML ALOE VERA GEL -120ML BALM -25GM DANT KANTI PAEST -100GM KESH KANTI HAIR CLE. -100ML(SHAMPOO) KESH KANTI HAIR CLE. -200ML(SHAMPOO) CRACK HEAL CREAM-50GM TEJAS COCONUT OIL 200GM PATANJALI TEJAS BEAUTY CREAM 50GM PEEDANTAK PAIN RELEIVER ON TIME 50GM AGARBATTI 28GM
12 22 22 23 35 150 60 60 8 40 30 25 25 60 40 30 35 65 60 40 70 70 20
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PRICING FACTOR OF INDIAN PHARMACEUTICAL COMPANIES

India is a cost-effective and high quality pharmaceutical product manufacturing country in the world. The Indian pharmaceutical sector is expected to grow by leaps and bounds in the years to come. There have been many reasons for the growth of the pharmaceutical sector in India such as ready availability of skilled workforce and lower R&D costs. The pharmaceutical directory aims at providing handy information such as the website details pertaining to the leading pharmaceutical products suppliers of India. From an Indian country advantage point of view, we must first understand that the opportunity for Indian biosimilar players is in four key growth segments on the basis of products, services, technology and applications. When we say biosimilars, we tend to think about products and services segment, however, we seem to forget the applications and technologies. Some of the examples include: Biosimilars product segment: Peptides, recombinant glycosylated proteins, recombinant nonglycosylated proteins and others Biosimilars service segment: Drug development, contract research and manufacturing services, clinical trials services Biosimilars applications segment: Oncology, infectious diseases, chronic and autoimmune diseases, and other diseases which are typical to Indian genome which incidentally contains Indo-European, Dravidian, Tibeto Burmese, Austro-Asian and covers 65 percent of worlds population that has 90-95 percent Indian genotype similars Biosimilars technology segment: Recombinant DNA technology, monoclonal antibodiestechnologies, protein sequencing, bioassay, chromatography, nuclear magnetic resonance, and mass spectrometry In order to gain a fair share of the global biosimilars products, services, technology and applications market, Indian biosimilar players would need to invest heavily in creating alliances and discoveries. Looking at the bio-pharma patent expiries, epoetin, human insulin, human growth hormone (HGH), colony stimulating factors (CSFs), interferon alpha and beta are the key products that would offer huge opportunity if Indian players are able to manage the time to market. While there is still unclear regulatory hurdles that Indian players would need to clear in the US and Europe, players who are able to preempt would be successful in these major markets.
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Let us not forget that in the biosimilars services space, India does have the advantage over other Asian countries such as China, this is fast diminishing and eroding. Indian companies likely to succeed in the biosimilar market need to have an appropriate marketing structure as well as the financial resources to develop the products and to accept higher upfront risks in development, commercialization and capital investment. Hurdles for Indian biosimilar players The process to develop a biosimilar essentially generic version of biopharmaceuticals is more complex than that of developing a generic copy of a chemical-based compound. The regulatory pathway is not completely finalized both in the US and EU, which are the largest markets for biosimilars. Apart from the regulatory and clinical development hurdles that are costly and time consuming, Indian players need to upgrade their capabilities as their organizations mature. Some of these include joint venture and alliance management for collaborative research, contract research, contract manufacturing, developing technology transfer management and marketing arrangement for biosimilars globally. The biosimilar market will be characterized by price competition, even when there is only one or a very limited number of players for biosimilars. This will constrain the size of the commercial opportunity. A small price differential reduces the incentive to switch. The consensus seems to be that a 20-25 percent discount is optimum to increase the switch back. Hence the ability of the Indian players to be cost competitive producers of biosimilar products, services, applications and technology will enable them to lock in the customer and consumer. The required capital investment and operating costs of manufacturing will be much higher for biosimilars than for generic drugs. Some of the key players in India have been able to raise capital on the global scale, however, with the recent downturn, the ability of Indian players to sustain and raise capital seems suspect given their leverage and capacity to raise funds. Several potential biosimilars face competition from second-generation products with more convenient administration schedules. In many cases, the same bio-pharma or large pharma companies market the original and second-generation products and there may not be a marked difference in price. This would completely erode the incentive for Indian players to launch products that are price competitive, given their R&D and development investment loading.
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Improved delivery devices can add significant value and enhance product differentiation. There are a limited number of drug delivery companies, many of which are already working exclusively with the branded incumbents. This would restrict the options for Indian players trying out newer delivery systems as part of the differentiation and patenting. The final retail price of a drug has several components: producer's cost, tariffs and taxes, and distribution margins at the wholesale and retail levels. Unfortunately, data on distribution margins and taxes on pharmaceutical products in developing countries are not systematically collected and published. According to the International Federation of Pharmaceutical Manufacturers' Associations (IFPMA), wholesale and retail margins can be as high as 150 to 200 per cent in some developing countries (IFPMA, 2000a). According to WHO sources, distribution margins and taxes can constitute up to 80 per cent of the consumer price, with some of the highest margins among developing countries being found in Ghana and Cameroon. There are developing countries with lower margins. A comparison of a sample of wholesale and retail prices for new drugs in India puts retail margins at 25 per cent (Watal, 2000). In developed countries, the corresponding figure for distribution margins and taxes as a proportion of final price is often in the order of 40 per cent. On the other hand, detailed information on tariffs exists. According to this data, average tariffs on final pharmaceutical products are generally low or moderate in the developing world with the exception of two countries, India and Tunisia, where they are 30 and 20.6 per cent respectively. For active ingredients that go into the manufacture of pharmaceuticals, six developing countries have average tariffs in the range of 20 to 30 per cent, viz. Burkina Faso, Pakistan, Tanzania, India, Kenya and Tunisia. The producer's cost includes R&D costs, production costs, marketing costs and profits. The research-based pharmaceutical industry is distinguished from others by relatively high R&D costs, marketing costs and profit margins. Risks are high even though patents support high margins for new, innovative drugs because only a small proportion of chemical entities tested reach the market and of these only a few are best sellers. Consequently, R&D expenditures have to be recovered from the relatively few commercially successful products. Moreover, it is sometimes claimed that a combination of lengthy regulatory approval periods, high upfront R&D costs, high marketing costs and high risk limit entry into the research-based
industry and thus help explain the relatively high profit margins observed. The substantial difference that often exists between manufacturing costs and ex-factory price is influenced also by demand-side factors. It is a third party, generally a physician, who decides which drug the patient should purchase, although self-medication may occur more commonly in developing countries. Pharmaceutical companies usually incur heavy marketing costs to convince There are a number of determinants affecting prices of internationally traded goods: these include manufacturer or importer prices, price differences arising from inter-country differences in import tariffs and non-tariff barriers and differences in procurement costs such as transport, delivery costs, wholesaling, domestic taxes and other mark-up costs which can differ considerably from one country to another. There are additional factors which specifically affect pharmaceutical products such as price discrimination by suppliers of patented products according to market conditions in different countries or the presence of a domestic pharmaceutical industry with the capacity to produce generic substitutes. An import tariff is a customs duty imposed by importing countries on the value of goods brought in from foreign countries. Tariffs are a vital determinant of prices as they can considerably increase the prices of imported goods or locally produced goods incorporating imported inputs. Tariffs may play a role in protecting the financial position of domestic producers and generating government revenue. They vary greatly from one country to another. This paper focuses only on tariffs. Recently as part of negotiations on the implementation of TRIPS by the World Trade Organization (WTO), medicines were recognized to be a special category of goods in the Doha Agreement. This study focuses on tariffs as one component of medicine prices which may be amenable to international agreements.
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CHAPTER 8
DEMAND AND SUPPLY PATTERN

y PREFERENCE OF INDIAN MARKET FOR MEDICINES y STUDY OF DEMAND PATTERN OF PATANJALI
YOGPEETH
y MAJOR SUPPLIERS OF PATANJALI YOGPEETH y STUDY OF DEMAND PATTERN IN PHARMA SECTOR
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PREFERENCE OF INDIAN MARKET FOR MEDICINE

The Indian healthcare market is one of the prominent contributors to the countrys gross domestic product (GDP) having attracted large number of players- domestic as well as international during the past few years. Highly qualified doctors and scientists, state-of-theart technology and low costs have helped India become an attractive global destination for medical tourism, clinical studies, and research and development (R&D) programs. The sector offers massive growth potential and a chance to capitalise on its expansion, especially as the country sees a rise in the incidence of lifestyle-related diseases. A growing elderly population paired with a rise in income levels also emphasise the need for better facilities in the country. The sector comprises the hospitals and allied sectors such as diagnostics and pathology, medical equipment and supplies, and medical tourism Healthcare Market Size The US$ 50 billion-a-year health care industry has grown rapidly and is now the secondlargest service-sector employer in the country, providing jobs to about 4.5 million people directly or indirectly. The Indian healthcare sector will double its size to US$ 100 billion by 2015, according to ratings agency Fitch. By 2020, the Indian healthcare industry is estimated to be worth US$ 275.6 billion. Currently, 8 per cent of Indias GDP is spent on healthcare. India needs to spend at least US$ 80 billion more in the next five years to meet targets, according to Mr Pradipta K Mohapatra, Chairman, Executive & Business Coaching Foundation India Ltd and Past Chairman, Confederation of Indian Industry (CII), Southern Region. According to another report Healthcare Opportunities in India by UK Trade and Investment (UKTI), Indias healthcare industry is estimated to reach US$ 75 billion by 2012 and US$ 150 billion by 2017.
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Healthcare Trends and Investments Apollo Hospitals Enterprise Ltd and University College London (UCL) have signed a memorandum of understanding (MoU) to collaborate their efforts in training and clinical research. The strategic partnership would aim to promote and conduct educational and research initiatives in health sciences. The rural healthcare sector is also on an upsurge. The Rural Health Survey Report 2010, released by the Ministry of Health, stated that the number of Sub Centres existing as on March 2010 increased from 146,026 in 2005 to 147,069 in 2010. The report further stated that there is an increase of 437 primary health centres (PHCs) in 2010. Moreover, Number of nurses at PHCs and community health centres (CHCs) have increased from 28,930 in 2005 to 58,450 in 2010. As per the data released by the Department of Industrial Policy and Promotion (DIPP), the drugs and pharmaceuticals sector has attracted foreign direct investment (FDI) worth US$ 2.4 billion between April 2000 and April 2011, while hospitals and diagnostic centres have received FDI worth US$ 1.03 billion in the same period. With an intention to revolutionise the critical care segment, Philips Electronics India is ready to develop the countrys first virtual ICU soon. The company is already having discussions with major multi-specialty tertiary care hospital groups to launch a technology called eICU by 2012. Wipro Technologies has launched a service that aims at helping drug development owners (DDOs), clinical research organisations (CROs) and regulators to improve collaboration for multi-region clinical trials. The service, Wipro Clinical Collaboration Portal is a secure cloud-based productised solution Foraying into the healthcare sector, Manappuram Health Care Ltd plans to invest US$ 222.27 million over 2011-16 to set up a chain of medical, dental clinics and diagnostics centres across South India. The entity is a venture of the Manappuram Group of companies. Fortis Healthcare plans to launch low cost hospitals in smaller towns under a new brand and has set a target of 25 hospitals in three years.
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Significantly, in the last year or so, investors have shown significant investors interest in India's US$ 2-3 billion a year eye care market currently dominated by individual ophthalmologists, government hospitals and charitable trusts. Specialist eye hospitals chain Vasan Healthcare is in advanced discussions for the sale of its 15 per cent stake to Singapore sovereign wealth fund GIC for around US$ 75-100 million. Medical Tourism The Indian medical tourism industry is presently at a nascent stage, but has an enormous potential for future growth and development on the back of low cost range of treatments provided by the country. According to a new report published by RNCOS, titled "Booming Medical Tourism in India" Indias share in the global medical tourism industry will reach around 3 per cent by the end of 2013. The report states that medical tourism is expected to generate revenue around US$ 3 billion by 2013, growing at a CAGR of around 26 per cent during 20112013. The number of medical tourists is anticipated to grow at a CAGR of over 19 per cent during the forecast period to reach 1.3 million by 2013. Medical Equipment and Devices On the back of relatively low customs duty rates (9.2 per cent 25 per cent) combined with an increasing number of healthcare centres specialising in advanced surgery, India offers substantial opportunities for the direct supply of high-technology, specialised medical equipment, products and systems. Mobile Healthcare Organisations in rural areas are increasingly adopting computer-based bio-surveillance projects that generate data about diseases and also create databases on healthcare. Meanwhile, the Indian Institute of Chemical Technology (IICT) in Hyderabad has come up with a model that would forecast possible epidemics of diseases like malaria and encephalitis in rural Andhra Pradesh.
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An international research project is set to explore the potential of mobile technologies to improve the management of chronic diseases in rural areas of the UK and India. The threeyear mobile health (or mHealth) project, known as TRUMP, aims at bridging the Urban and Rural Divide, is funded in the UK by the Research Councils UK (RCUK). Healthcare - Government Initiatives The Ministry of Health & Family Welfare proposes that domestic funding should be increased to at least 2 per cent of the GDP in the 12th Plan period. The Government has increased the plan allocation for the public health spending to US$ 5.96 billion in 2011-12 from US$ 4.97 billion in 2010-11 and US$ 4.35 billion in 2009-10 respectively. Further, the Indian Council of Medical Research (ICMR) and Helmholtz Association (HGF), Germany have signed a signed new MoU on translational efforts in biomedical research for a period of next five years. Significantly, the Union Cabinet has approved the extension of the Rashtriya Swasthya Bima Yojana to registered domestic workers in the country. The scheme is expected to cover approximately 47.50 lakh domestic workers, primarily women. Road Ahead A growing economy, lifestyle related health issues, improving healthcare insurance penetration, government initiatives and increasing disposable income are the key drivers that will create a robust future for this industry. The industry has witnessed the establishment of world class pharmaceutical manufacturing and emergence of a vibrant biotechnology industry. Medical tourism too has been rising in recent years. To conclude, the Indian healthcare sector is on a fast growth track. There has been a shift in universal trend from synthetic to herbal medicine recently. It is ancient wisdom that plants have therapeutic value and are used to treat various diseases since Neanderthal age. All ancient civilizations in the world are known to use plants for medicinal purposes. Ayurveda and traditional Chinese medicines are well known to the world for their
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natural ingredients and multiple benefits. Nature has bestowed our country with an enormous wealth of medicinal plants; therefore India has often been referred to as the Medicinal Garden of the world. Today, people around the globe are giving preference to alternative medicines such as ayurveda, naturopathy, homeopathy and herbal medicine. Herbal medicine is cost effective and less expensive than the medicines bought from an allopathic pharmacy. Increasing realization of the side effects of allopathic medicines, coupled with the growing awareness about the medicinal benefits as well as therapeutic effect of herbal products is pushing up the demand for herbal extracts, dietary supplementsand herbal-based beauty aids worldwide. The annual turnover of the Indian herbal medicinal industry is about Rs. 7,500 crore as against the pharmaceutical industrys turnover of Rs. 14,500 crores with a growth rate of more than 15 percent. As per study commissioned by the Associated Chamber of Commerce and Industry (ASSOCHAM), the Indian herbal industry is projected to double to Rs.15, 000 crore by 2015, from the current 7,500 core business. India has a vast and rich resource of herbal raw materials and it can create a niche for itself in the global herbal market if the domestic industry produced quality products of international standards. The apex chamber estimates global herbal industry to grow to Rs 70,000 crore by 2015, more than double from the current level of Rs 30,000 crore.Small-scale players in the sector are likely to witness brighter times ahead. India could make its presence felt in the world herbal market through quality products in view of growing bias towards herbal medicines, dietary supplements and skin and beauty aids because public perception of herbal products is a kin to organic food products. The Indian market can be divided into two categories. One that covers raw material needed by the industries and direct consumption for household remedies, while second category that comprises ready to use finished medicines, health supplements etc. There is a strong demand for raw stock of amla, isabgol, henna, ashwagandha and aloevera, and these materials are used in a big way in preparing ayurvedic formulations. The demand for plant based medicines, health products, pharmaceuticals, food supplement, cosmetics etc are increasing in both developing and developed countries, due to the growing
recognition that the natural products are non-toxic, have less side effects and easily available at affordable prices. India has lot of potential for producing world class herbal medicines. For the Entrepreneurship it is one of the areas of great opportunity & potential.The Indian herbal Industry is on a roll and poised to grow in the coming years owing to its high demands for herbal products. In the allopathic system of medicine, the medical doctor examines and diagnoses a particular problem/ailment and prescribes suitable medicines, and the patients role is almost nil, as the task of curing the particular ailment is done by the medicine, which acts as an external agent. Whereas, in the yogic system of treatment (yoga therapy), there is no need of the external agent, as it is for the patient to practice and cure the particular disease, initially under the guidance of a yoga therapist. Every system has its own limitations and scope, and this does not mean that one is superior to the other. Each system should be considered as a supplement to the other and not a replacement. There are certain areas where only the allopathic system, and not yoga therapy, should be applied, for example, surgical treatments, etc. Similarly, there are certain ailments, which, although considered incurable through the allopathic system, can definitely be cured by yoga (e.g. asthma, back pain, joint pain, etc.). Yoga is a supplement to rather than a replacement of normal medicine and it is not a system of glorified gymnastics, as the various asanas (postures) have beneficial therapeutic effects. Specific health problems are dealt with yoga therapy. Some people have a wrong idea that yoga is just a physical exercise, which is a myth. The aim is to bring the body, mind and spirit into harmony and equilibrium. The primary purpose of asanas is the reconditioning of the system, both mind and body. Hatha Yoga is practiced for gaining steady posture, health and lightness of the body. No other form of physical exercise has anything like the asanas found in yoga. They are relaxing rather than effortful, refreshing rather than fatiguing, are non-competitive and require no specific equipment or clothing, and can be performed by men and women of all age groups. In allopathy medicine, the doctor prescribes a specific drug for a specific disease or ailment, whereas in yoga therapy (yoga chikitsa), it cannot be said that for one disease, one asana or one pranayama is valid. Here, asanas (postures), pranayama (yogic breathing) and ahara (food) are combined properly and practiced for long-lasting cure and effect. It has to be
remembered that yoga is neither a shortcut nor stepping stone to quick health. It takes time to practice them and achieve the best level of body comfort, which is long-lasting. Maharshi Patanjali, the father of yoga, has said: Sthiram, Sukham, Asanam that is, asanas are postures which can be maintained steadily with comfort. Preference over allopathy and homeopathy:
y
Homeopathy rests on a core philosophy and set of principles that guide its practice. Conventional medicine has no real philosophy or principles. Homeopathy is a much safer and more gentle form of healing than conventional medicine. Conventional medicine is far more intrusive. Homeopathic medicine is much cheaper than conventional medicine. For treatment, homeopathic patients generally spend about 20% of most conventional patients. In addition, homeopathy medicines average about 10% of the cost. Homeopathic treatment is non-suppressive. By treating symptoms rather than the whole person, conventional medicine often suppresses illness deeper into the organism. Homeopathic medicine treats patients on all levels of their being (physical, emotional, mental and spiritual). Conventional medicine typically only focuses on one level at a time. Homeopathic medicine is generally more fun to practice and satisfying for the practitioner. This is the reason why many conventional doctors change to homeopathic medicine later in their careers. The goal of homeopathic medicine is cure of chronic disease whereas the goal of conventional medicine is generally management of chronic disease. Homeopathy is a form of energy medicine whereas conventional medicine if a form of material medicine. Homeopathy focuses on healing from within and using the self-healing capacity of the body. Conventional medicine focuses on healing from without. Homeopathy recognizes and utilizes the healing power of nature. Conventional medicine largely ignores this. Historically, homeopathic medicine is derived from the Empirical Medicine tradition of experiential healing. Conventional medicine is derived from the Rationalistic Medicine tradition of reductionistic healing.
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Homeopathy utilizes minimum doses in the practice of healing (less is more). Conventional medicine typically utilizes large doses. Homeopathic medicine is humanistic and patient-centered. Conventional medicine is focused on diagnosis and system-centered. Please click here to find out How is homeopathic medicine different from other forms of alternative medicine?
Ayurveda and Homeopathy are two streams of natural remedies that are the mainstay of alternative as well as holistic medicine. Homeopathic medicine is known more for its use of'atomized or potentialized'remedies. The remedial measures are well developed but there is specific lack of holistic approach toward lifestyle and dietary factors. Find the basic concepts of ayurvedic medicine and homeopathic medicine, the remedies, the preparation of remedies, choice of remedies, the mechanism of action, side effects and benefits of these two streams of alternative medicine. Ayurveda And Homeopathy - The Basic Concepts: There is some basic difference in the principles of ayurvedic medicine and homeopathic medicine. Though the fundamental principle of homeopathic medicine is utilized in ayurvedic medicine many times but this approach is still originally and innovatively used in homeopathy. Homeopathy is based on the principle 'similia simillibus currentaer'. It simply means that similar medicine treats similar disorders. However, it is not so simple. Suppose, a particular medicine, say Nux Vomica in its crude form produces a particular set of symptoms in body and mind of a healthy individual. So thehomeopathic remedy Nux Vomica will be given in the symptoms of a sick person that are similar to those symptoms produced by the same remedy in a healthy person. We can also say that the set of symptoms in body and mind in a sick person that are similar to those symptoms produced by a homeopathic remedy in a healthy individual should match. Each homeopathic remedy possesses its own unique profile of symptoms. It is like that every homeopathic remedy is a character with individual features. Ahomeopathic doctor should be able to familiar with these remedies just like a family member or a friend.
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In the ayurvedic medicine, there are six basic approaches with which food, medicine and lifestyle can be utilized to deal with various disorders. The Homeopathic approach of treating the similar with similar is just one among them. Ayurveda And Homeopathy - The Remedial Measures: There is tremendous similarity in the various remedies of both ayurveda and homeopathy. Most of the remedies are derived from plants, minerals and animal kingdom. Many of the names are same in both systems of natural remedies. Ayurveda And Homeopathy - The Form Of Medicine And How Remedies Are Prepared? Ayurvedic medicine is mostly crude. Herbs and minerals are used in crude form after their purification and after enhancing their bioavailability. In Homeopathy, remedies are used in potentated and subtle form. There are various potencies of remedies ranging from mother tincture or zero to one million. Mother tincture is the basic formulation where crude herb or mineral is dissolved in alcohol. Then one drop of mother tincture is added to 99 drops of alcohol, we get first potency of homeopathic medicine. When one drop of first potency of medicine is added to 99 drops of alcohol, we get second potency. This is the way to get higher potencies. This work of potentialization of homeopathic remedies is made simpler by the use of various pharmaceutical equipments and good standardized homeopathic remedies are now easily available in market. Homeopathic remedies from Germany are the world leader in quality. Nowadays various homeopathic combination formulas are also widely used. These formulas are used like ayurvedic or allopathic medicine. Each formulation is specific for a particular disorder. This is very easy to use as each formula is given a number e.g. formula number one for constipation, formula number two for teething trouble. Many homeopathic physicians consider this type of practice to be poor homeopathy because these kinds of formulas entirely lack the wisdom and matching-the-symptoms and individualized approach of homeopathic medicine.
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Ayurveda And Homeopathy - The Mechanism Of Action Of Remedies: The mechanism of action of herbal remedies and mineral preparations of ayurveda are explained along several lines like taste of herbs, action based on properties, post-digestion taste of herbs, active principle and specific action of remedies. Ayurvedic medicine acts along the physiology of human being and pharmacology of herbs described in Ayurveda. Recently medicinal herbs are also being studied in various clinical research trials along the principles of conventional modern medicine and pharmacology. This provides very useful information as many of the traditional uses of herbs are validated by modern herbal research and further information about dosage, active principle, phytochemical ingredients, adverse effects, side effects, drug interactions and safety of herbal remedies are evaluated. All these parameters of study of mechanism of action of natural remedies don't work in case of homeopathic medicine as there is no detectable molecule of medicine is a potency as low as 30! This comment is from a footnote of textbook of pharmacology, where the author commented jokingly that based on the preparation method of homeopathic remedies, there is only one molecule of medicine in the volume of thirty potency liquid medicine when taken is such a large quantity equal to entire globe of earth. (There is one molecule of medicine among 1060 molecules of thirty potency homeopathic liquid medicine.) So the proposed theory is that the 'atomization' of homeopathic remedies leaves effect on the vehicle or alcohol. It is via this vehicle or alcohol that the medicinal effect is exerted on the vital energy of body. Ayurveda And Homeopathy - Choice Of Medicine: In ayurvedic medicine, ayurvedists choose the appropriate remedy based on the doshas and their penetration of the tissues in body and several other factors like season, duration of disease, ayurveda body and mind type, age of the person, physical and mental strength of the person and many other such criteria. In homeopathy, the appropriate remedy is chosen by comparing the profile of symptoms of patient with the medicine. Sometimes, prominence is given to a particular symptom like
thirst, anger, feeling, and other psychological or behavioral patterns and inclination and aversions. Different persons suffering from same disorder could be given different medicine whereas the gross symptoms might appear same. This is the most intricate and great part of homeopathic medicine. If doctor is not able to choose right medicine, there will be no effect or side effect in homeopathy. And giving placebo for prolonged times is a very usual practice in homeopathy and it is justified when a person is given some high potency medicine, say one million potency, and then he is given placebo for three or six months. Not a bad practice from the view point of patient's desire to take some medicine and economics! Ayurveda And Homeopathic And Side Effects Of Natural Remedies: Most persons consider ayurveda and homeopathy as natural remedies. All Right. And they think that there could not be any side effect or adverse effect. Wrong thinking. Many herbs are fatally poisonous and they are natural. Natural remedies doesn't mean lack of side effects and adverse effects. When some remedies are with medicinal effect, they are bound to have some side effect. But these side effects are very mild and are of a different nature when compared to modern drugs. Modern drugs are built with side effects because they are 'researched' to target theoretically toward a single action and rest of the effects are considered undesirable or side effects. Natural remedies like ayurvedic herbs, minerals and homeopathic medicine are natural, they are made in the factory of nature, their contents are wholesome and their effects are holistic and balanced. That is why we are not flooded with side effects with natural remedies unlike drugs that are truly researched and built with side effects. Ayurveda And Homeopathy - The Disorders That Can Be Treated: This is really a very very tough question. Though there can be claims for each and every disorder by some ayurvedic or homeopathic doctors. The actual condition is not so.
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Ayurvedic doctors as well as homeopathic doctors benefit greatly by the side by side study of modern medicine subjects like anatomy, physiology, toxicology, pathology, pharmacology, medicine and surgery. By being up to date with modern medicine, they are able to understand and use their system of medicine successfully in most chronic disorders and acute disorders, sometimes alone and sometimes as adjuvant therapy with modern medical specialists. Neither system or approach is complete and free from limitations. We have to borrow strengths and work for greater health and well being of all of us. Eastern countries have a longstanding tradition of teaching alternative medicine. But until recently, most Western hospitals didn't provide any alternative treatments and Western medical schools didn't teach them. Patients in Western countries are becoming more receptive to trying alternative techniques, and have been asking for them. As a result, many Western medical schools are starting to teach these medicine techniques and theories. Some hospitals and doctors are supplementing their regular medical care with alternative techniques. Many patients and health care providers use alternative treatments together with conventional therapies. This is known as complementary medicine. Both alternative and complementary medicine use the same kinds of remedies to treat a health condition. The difference is that alternative medicine is often used instead of conventional medical techniques. Complementary medicine is used in addition to conventional medicine, not as a replacement. The field of complementary and alternative medicine is known as CAM for short. India has a glorious history on Ayurveda. The process, theories and philosophies that were described on Ayurveda text are the basis of all the activities that are used to prevent the diseases by Indian and neighboring counties people. Nowadays, people are fed up with this congested, synthesized, unnatural and suffocating environment. They want to return back to nature. This reversed path has also affected the treatment system. People have started to be conscious about their health. They have started to think about the food they eat, the place they visit and the medicine they use. Obviously, they prefer natural things for their proposes to synthesized and unnatural things. Ayurveda is also a natural therapy since it interrelates the living body to biological, mental and spiritual activities and prescribes the natural herbal and metallic medicine taken from our surrounding. So people prefer Ayurveda and its products. In this context, numbers of visitors to the
Ayurveda Health Services have dramatically increased during these years. According to National Ayurveda Health Policy, Government has planned to establish new ayurveda health services and make all the services well-equipped in proportion to the population density, public demand and participation. So the new Ayurveda Health services are being established in different parts of country not only in government sector but also in private sectors RSM's Research Institute of Health Sciences & Management (R I H S M) was established. Dhanwantari Ayurveda hospital and Research Center is one of the examples of private Ayurveda hospital. Similarly for the research, modernization and development of Ayurveda, recently between the government of China and Nepal had an agreement to establish National Ayurveda research and training center in Kathmandu and Nepal side is doing homework to establish Herbal garden, hospital and research center in Terai region may be by the government of India. In this research the primary data collected through questionnaire helps to analyze the scope of ayurveda in the medical treatment that guides to conclude which factors is responsible for the increasing demand of ayurveda.For this proper awareness and availability of centres is required to attract the people because of lack of such type of facilities in the near location of people most people diverted to rest of treatment facility available in the nearby location, Or they move only if they not get positive effective in their other treatment. So for the encouragement of such type of people need to take necessary steps like health centre in near location. Because to become again rich in traditional treatment need to focus on this.
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STUDY OF DEMAND PATTERN OF PATANJALI YOGPEETH

Swami Baba Ramdev teaching people this unique and ancient art of keeping you fit and fine. Baba Ramdev has taught people many magical yoga and pranayam though which we can cure several common and uncommon diseases without the help of medicine. But we cant ignore medicines as it help to cure your illness quickly, therefore Baba Ramdev has also provided us Ayurvedic medicines rather then Allopathic. Ayurvedic medicines dont have any side effects on your body. Patanjali Yog Peeth in Haridwaar, is the worlds largest ayurvedic center for medicine, research and teaching. The important thing is that Patanjali Yog Peeth offers treatment for free for those peoples who cant afford big amount bills of hospitals. It also helps other people to provide ayurvedic treatments at lower cost as compare to hospital. With the help of Patanjali Yog Peeth, Baba Ramdev continues the working, try to make these ayurvedic medicines more effects to fight against several diseases like diabetes, obesity, hypertension and many more to name. For the masses, several ayurvedic treatment centers have been established in various parts of India that offer free checkup and advice and charge very nominal fee for medicines. These all the Ayurvedic Centers run by the patanjali yoga peeth and people now days taking interest in ayurvedic treatments rather than allopathic. Baba Ramdev medicines are not cheap but also more effective.
As per industry experts, the herbal industry is driving substantial growth in the market as consumers around the world are making a dramatic shift towards organic and natural products as compared to chemical products. Currently there are many herbal products manufacturersstriving to create a global shift towards these products. The concept of total well being and overall global wellness has gained worldwide acceptance. Over the last few decades herbal products have gained immense popularity which has resulted into a fairly competitive market and compelled herbal products manufacturers to introduce new and innovative marketing strategies to maximize profits and enhance business interests. Also, herbal products have paved way into our everyday lives owing to proven benefits such as, being non-toxic, natural and cost effective as compared to modern day
cosmetics and medicines. Owing to globalization and increase in competition it is very important for herbal product manufacturers to formulate new marketing strategies to maximize profit and generate further business. With the acceptance of herbal products in the west, the demand for these products has been multiplied in the last few decades. However, it is a daunting task for herbal product manufacturers to reach their target consumers and ensure their product is marketed in the right consumer segment. With the advent of internet, the gap between herbal product manufacturers and consumers has been reduced to a great extent. There are various online portals and websites available which provide consumers information about various herbal product manufacturers and distributors. Consumers can not only access all the information about their choice of products but also place orders and give adequate feedback to the manufacturers to improve the overall quality of products. Internet also helps consumers understand the production techniques employed by manufacturers for producing a particular product. Company websites and profiles contain information such as:
y y y
Licenses pertaining to Hygiene Regulation, Hazard Analysis and critical control point. Adherence to standard operating industry procedures. Overall information on Quality Management and Resource and Product Management
Ayurvedic medicine is a system of traditional medicine native to India. It is a branch of science which gives care to health using natural resources. Ayurvedic also called as the medicine from nature is now very popular in the medical sectors. It is capable of curing most of the diseases and do not have much side effects compared to other mode of treatments. Ayurveda takes much time compared to allopathic and homeopathic treatments, which can completely cure the diseases. Therefore, most of the People use Ayurvedic medicines for their health care and Ayurvedic products in their daily life. One who takes Ayurvedic treatments must strictly follow the proper food habits, daily routine, way of living, actions and various activities. Many Companies are
manufacturing Ayurvedic Herbal Products such as Ayurvedic tooth paste, face packs, Health drinks, shampoos, hair oils etc using the Ayurvedic herbals. India is very popular for these herbal products. Its treatment performance on the mental and physical self has attracted many people from different parts of the world. In this modern world, for curing any disease or general use people are looking for alternative therapy and Ayurvedic herbal products. Ashvagandha, Brahmi, Neem etc are few Ayurvedic Herbal Products which are considered to be most effective. The Ayurvedic herbals are slow in their process of action compared to the allopathic medicines, but they are capable of curing diseases completely. Few of the Ayurvedic products are used for curing animals as well. The biggest advantage of the Ayurvedic Herbal Products is that they can be consumed without consulting the doctors or physicians. Some common combination of herbals is used for certain health problems and some of those combinations are popularly known among the old age people. For example, the combination of tulsi leaves, jaggery boiled with water is good for throat infections and for cold. Even Ginger is capable of curing throat infections. People are not much familiar with this treatment because the Ayurveda takes more time and some Ayurvedic treatments are costlier compared to allopathic and homeopathic treatment methods. One major reason why the Ayurvedic medicines are prohibited is only because of the cheap products that exist in the market to earn more profit. The Ayurvedic Herbal Products are now available in all leading stores such as Himalaya and many Ayurvedic hospitals have been established. The major fact why people are not using Ayurvedic treatments is because they do not have much knowledge about the power and importance of Ayurveda. Proper guidance and spreading knowledge about Ayurveda can solve this problem. Some studies say that majority of the people from foreign countries are coming to India for having Ayurvedic treatments and also for research work about Ayurvedic Herbal Products as well as treatments that are exclusively available in India. Many countries are importing these herbal products from India. In General, the treatments involving Ayurvedic Herbal Products are the best way for curing many types of diseases as these ayurvedic medicines are free from side effects and are very
powerful even though they are slow in their progress. This article explains in detail about Ayurvedic Herbal Products, the different varieties of products, how they cure various diseases and their advantages over other methods of treatment. Ayurveda, one of the ancient therapies of beauty as well as health, has made a remarkable presence all over the world. Although it is generated from Himalayan Region of India, its effectiveness has caught the attention of people worldwide. Ayurveda basically depends on the life sciences which help to analyze the body and mind of a person magnificently. Ayurveda provide all the useful information about our daily routine which helps to stay fit, healthy and beautiful. Because of the growing popularity of the subject, Ayurvedic Herbal Products has made a significant place in the market. People are getting attracted towards such products as they show their effect without disturbing the natural elements of your skin and body. As we all know that Ayurveda has been originated from the great Himalayas. There are plenty of valuable herbs present in the region which helps to cure many dangerous skin or body diseases. Ayurvedic Herbal Products are made through all such herbs which are not easy to be searched. People who make such products have to face a lot of troubles while researching for the herbs in the Himalayan range. Because of this reason, many herbal companies have initiated the process of growing such herbs within the easy reach of human. Several techniques are getting used so as to grow the same quality of herbs which are available in the Himalayas. There are various herbs which are used to make effective Ayurvedic Herbal Products. Some of the popular ones are Neem, Ashwagandha , Lasuna, Brahmi etc. These herbs are used in Ayurvedic medicines which are very effectual on any unceasing disease. It is true that the effect of Ayurvedic medicines is not so fast on the diseases as compare to every other allopathic pill, however once the disease is executed it is finished forever. Ayurvedic Herbal Products are very famous for their skin treatment. As skin is a very sensitive part of human body, people avoid taking any risk. Ayurvedic products are famous
for their no side effect quality and this is the reason behind its popularity in the beauty market. Be it the skin or the hair, ayurvedic products provide a special care to all the issues related with them. It is true that ayurvedic products are very effective however people are supposed to gather adequate knowledge before using them. As no doctors advice is taken before using such products, the user has to be more alert. It is always recommended to read the guidelines carefully which are mentioned on the pack of any Herbal Product. Whether it is the quantity for the usage or the timing, every aspect has to be followed properly so as to get the desired result. Ayurveda is a gift of nature to the mankind. It is the way of curing all your diseases or issues by being nature friendly. As an ayurvedic product does not include toxic elements, it helps us to save our nature from pollution. It is an effective step towards the well being of nature. If you are looking for right way to gain success in world business market, then make sure you get right leads to do the business. Leads plays a vital role in ones success in this global marketplace and you should be very well aware of these things if you want to fetch business via online modes. Through the help of online Internet facility, you can make good business. There are many companies which search the leads and also provide opportunities to grab the prospective clients. In any business in todays era, one has to work very hard and same is the case in herbal field. Huge competition is present in herbal buy leads, and hence the companies should plan their business strategies in an appropriate manner, as it directly affects the business. But, you have to be very cautious in case of herbal buy leads, as once they are purchased; they are used time and again making them of no use in future. Hence, it is essential to make the correct choice and choose the one which is fresh in the market. Also, the leads which are cheap may be already used by some other company and hence instead of looking for cheap leads, focus should be made to buy fresh leads even if it costs more. In the used leads, profit margin is very less as someone would hardly get attracted to same sort of product again. Thus a new business icon will never prefer to use the same herbal lead which is already used by someone else. Thus, before investing a good amount of money, you should authenticate whether they are genuine herbal buy leads or not. You should be known
about the different kinds of products which are available with the herbal leads. Proper business planning, further enhance your chances to grow in the market and the planning should be monitored perfectly. There are many online portals and websites which provide all the relevant information related to herbal buy leads. With the help of these leads, you can easily gather information about the various other leads which are bought by other customers. You can know that how much genuine the leads are which have been already bought by some other customers. Herbal buy leads can be very fruitful as well as there are many customers who are looking for these products and you may find a number of those prospective customers who will be interested and keen to buy your products. Generally the order placed by those customers is in bulk only and hence a good profit margin can be achieved from these herbal buy leads. It becomes very essential for the buyers and sellers to know the recent demands of the market so that they may get benefit in business. Customers generally search for bulk order delivery and they may get in touch with you if you are catering the same product which they are searching for and hence in this way, you get a good quality lead. The herbal buy leads if taken care properly, can help in good profit because of huge financial investment. Leads are definitely one of the necessary elements which have to be known by the online marketer for the establishment of his/ her own business profits in the cyber world. At the same time, there are several companies which give proper income opportunities to their various customers and establish the needed business opportunities. Owing to the drastic competition in the case of herbal buy leads, the companies need plan their business strategy in a well organized manner. The simple question is that if those leads were seriously worth attracting the attention of the various customers on the global audience level, there would have been no use to sell them off to the other companies and products at the cost of peanuts. Moreover, once the herbal buy leads are purchased, they are used over and over again. Thus, it is very essential to make the right choice. Make sure you get fresh lead instead of the one that had been sold in market many a times over. Obviously, a new business enthusiast will never prefer to use the same lead that has been used by some other herbal product. After all, there is no profit involved if the same product
and vitamin has been known before. Thus, buying herbal leads means investing in them. There are several reasons to do the same, such as the knowing about the herbal leads and then analyzing the different kind of products that are available with the specific leads. Apart from the herbal buy leads, it is also necessary that there should be a proper business plan, which has been well mentored to re-in force the further business plans. The types of herbal buy leads that have been purchased give a lot of significance on the kind of foundation that the suppliers and the customers have drawn in between themselves. There are several online sites from where a customer can know about the herbal buy leads. Through these sites, the customers can know about the various retail leads exclusively supported and bought by the other customers. The kind of herbal lead selected will define the kind of customer response that will be received in the future times. There are other platforms which work on the micro payment system as they are giving more control to the customer on the budget. At the same time, there are other channels which do not favour the bulk real delivery business which further adds to their importance. The random customers can also interact on the sites, specify their various demands and accordingly work for the quote of the various herbal products. In such cases, one needs to specify their personal details, company details, contact numbers and other formalities. The process that has been employed over here is very methodological and flawless. In a nutshell, it is mandatory for the customers and the dealers to analyze the market, know the recent demands so that the profits can be made accordingly. The herbal buy leads can open the doors to huge financial investments and profits if done in a very methodological manner. Ayurveda, an originator from the Himalayan region has steadily marked its presence in worldwide. Although Himalayan range is rich in herbs, but due to the large ranges its not an easy task to search the herbs in it and hence with the help of research and development herbs are now grown in other places as well. Ayurveda are those old principles on the basis of which many ayurvedic herbal products are
made. Most of the people in modern era dont opt out for conventional methods for curing out their diseases; instead they opt for alternatives with minimum side effects. Thus in the search of alternative methods or therapy, people are diverting more towards ayurvedic herbal products. Since the ayurvedic products have been derived from the natural and herbal resources and hence the risk of side effects is minimized. Few of the ayurvedic medicines play a crucial role in the treatment of chronic disorders, and thus it is not only preferred by the lay man but it is also used by the medical experts. Some of the ayurvedic medicines are Ashvagandha, Brahmi, Lasuna (Garlic), Neem etc. Also, ayurvedic herbal products are slow in effect when compared to allopathic medicines, which is the reason for not getting much attention in the market. Ayurvedic herbal products are generally famous for skin, hair and chronic disorders. Many big companies have come in the market with their development and researches. With the use of the advance technologies and researches, ayurvedic herbal products are being used for treating animals as well. However, there are many myths which are strongly prevalent regarding the use of ayurvedic herbal products. The most common myth regarding ayurvedic medicines is that these are safe and can be used without the advice of a doctor or physician. Thus due to lack of knowledge of these medicines, some of the people may suffer from the side effects. One of the prime reasons why at time the uses of these medicines are prohibited is only because of the cheap products which exist in the market to earn more profit. Ayurvedic herbal products are easily available in the market. But, now with the help of many online facilities you can buy these products and can get them at your doorstep with very little efforts. But, before buying a product online few of the things which should be considered are: It is essential to check the authenticity of the product. A person should validate the same from the references who have already used the products. There are many companies whose websites are available through which the information for any products can be gathered easily. So, its necessary to cross check the information of the product from two or more companies.
The website or the supplier that offers the services of ayurvedic herbal products must have valid contact numbers and email ids. Remain in touch with the doctors of the website from where you have ordered medicines and as well as with your local physician or doctor. PYP (UK) Trust is inspired by Swami Ramdev Maharaj, the world's leading, most popular, successful results-oriented yog master. He has become a household name in India owing to his ability to simplify yog techniques for the masses and validate the benefits of yog and pranayam [a series of breathing techniques] combined with asans [postures] that are part of the ancient Indian Vedic sciences. Swami Ramdev advocates the power of breath, through the practice of Pranayam, as a remedy for all ailments. He has sparked off a revolution by bringing about a divine transformation of body, mind and soul. Under his guidance, a large number of people have been alleviated from pain and suffering, thus leading healthier, more purposeful lives. Swami Ramdev's spiritual yog teachings have been internationally celebrated through televised classes and live sessions. His following has rapidly grown from thousands to millions worldwide. Since 2006 when Swami Ramdev made his first visit to the UK & USA in particular, his international appeal has grown many fold: PYP (UK) Trust trained yog teachers are giving their free time to raising health awareness in local communities by holding yog classes. One of the most important reasons for his growing acceptance is the effectiveness of Baba Ramdev yoga which has been practically demonstrated through curing of many people all over the world. He recommends yoga to be taken up as a way of life to be practiced everyday. His techniques of pranayama, a breathing exercise have been particularly a great success among people suffering from various respiratory and related ailments. His yoga regimes combined with natural medicines that he prescribes have also proven to be effective against hypertension, obesity and diabetes. Baba Ramdev yoga also claims to offer a cure for cancer which is yet to be verified. He has established a widely circulated medicine distribution system throughout the country.
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Since 2006, Swami JI has held dozens of Yog camps in USA, UK, and in other parts of the world. He was also invited to New York by the UN to address and show solidarity with its eradication of world hunger program. He is totally dedicated to further research on Yoga and medicinal value of traditional Herbs for betterment of overall human health. He firmly believes, "Good Health is the birth right of all human beings". Patanjali Yogpeeth's founder, Swami Ramdev Ji, advocates adopting five principles to attain good health and well-being, namely, Pranayam (breathing exercises), Yog Aasans (physical exercises), Ayurved, Acupressure, Naturopathy, and Balanced Living. Under Swami Ramdev Jis guidance, the thousands who attend his yog camps and the millions who watch his daily televised broadcasts all over the world have been cured of various diseases and ailments and have gone on to lead healthier and more purposeful lives. Yoga is a complete philosophy of life based on scientific principles and it can be used effectively for Self Healing and Self Realization. Yoga is not a mere exercise technique. Rather, it is a tool that unites our mind, body, and soul assisting one on a journey to reaching the profound state of Self Realization. It brings discipline in life and works upon our system rather than our symptoms. The therapeutic use of Yoga is in removing toxins from the body and nourishing it with the support of right food. The benefits of Yog can be divided into two parts: Physical and Spiritual. First, we bring the physical body in perfect shape by performing Yog Pranayam and Asans thus making the muscles flexible and getting more energy into the body. Second, through a regular practice of Yog, Ayurved, and having a balanced living a complete integration of body and mind is achieved, which helps improve the quality of life. Finally, we achieve complete physical, mental, and spiritual health and well-being by balancing reproductive, excretory, skeletal, circulatory, respiratory, nervous, and endocrinal systems.
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MAJOR SUPPLIERS OF PATANJALI YOGPEETH

Baba Ramdev Patanjali mega sustenance parks linked with the medicinal herbs herbs to be on providing The agreement with the Government is going to pull back, seen from this perspective.However, the argument is the herb plants for the cultivation of Patanjali are given the very low rate,But the reality is that the BJP in the election, he was merely hitch is haunting the Congress of the attacks. His crusade against corruption and black money from the government and Congress, the BJPs eyes, he was embarrassed with the same States exhibit well-supported government.With the state assembly elections are circular the BJP government of the province have been worrying Babas sustain becomes much bad karma So to give the opposition no chance. Is thinked to be linked with the sage Patanjali in the sequel to the mega sustenance parks herbs herb is lot to supply the review.In retrospect, herbs and a half years past, the state government tell to promote herbal cultivation It was determined to MOU with Patanjali Yogpeeth marketing.This symbol was also on the MSP. Thousand metric tons a year by Yogpeeth medicinal herbs herbs for using the spoke, but have not at all MOU from MSP. now that the crisis is casting a cloud. Patanjali is said that the herbs plants the rate of Rs 150 per kg, though other companies are acquiring up to Rs 450. So, farmers are not turned to Patanjali, but according to experts, political benefits in sight of forthcoming elections to proceed in this direction is to elude from the government. Baba and leap into the ongoing fight in Congress to do with Congress on the publish itself is not in the crass. So the government to rethink the deal with Patanj ali Yogpeeth preparation. However, Trivendra Singh Rawat, agriculture clergyman tells the farmer is release to retail anyplace. Patanjali Yogpeeth the herbs herbs supply hand-pulling is not the case. However, the coordination committee of Patanjali and departments are considering the course.On the other hand Patanjali Yogpeeth believe Secretary and Managing Director, tells Patanjali Ayurved Ltd. Acharya Balkrishna That our government has not signed any agreement or MOU. We in this context the Minimm sustain cost to decide who said he
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did. whether she needs to manipulate it further. We have not bought something still from the government, which is bought directly from farmers or purchase the open market, above the rate rigid by the government.
Major suppliers abroad
NATURE AND HERBS UK LTD. 12 LAMB HILL QUADRANT KINNING PARK GLASGOW G41 1AU, SCOTLAND Tel: 0141 420 1192 (Opening hours: 9.30am to 6.30pm) Order online:- http://www.natureandherbs.co.uk/
SIRA'S SUPERMARKET ARMIT HOUSE, SPRINGFIELD ROAD HAYES (MIDDLESEX) UB4 0LG Tel: 0208 569 1112 (Sunday & Tue Sat: 09:00 AM to 05:00 PM)
DIVINE SUPPLIES 855 HIGH ROAD GOOD MAYES ILFORD, ESSEX, IG3 8TG Tel: 020 8590 7900 (Tue Sat: 12:00 PM to 06:00 PM)
ISHI YOG AND HERBS ISHI HOUSE, 175 HOCKLEY HILL BIRMINGAM, B18 5AN Tel: 0121 554 3663 (Mon Fri: 10:00 AM to 06:00 PM)
NATURAL HEALTH 1, BRANDON STREET

LEICESTER LE4 6AY Tel: 0116 2611800 (Mon Sat: 11.30 AM to 6.00 PM)
MAHAVIR DIVYA SUPPLIES 287, DEANE ROAD BOLTON - BL3 5HN Tel- 01204 658230 Mob -07742084058 (Monday- Saturday 10.30am to 6.00pm) SUNRISE HERBS (UK) 924 FOLESHILL ROAD COVENTRY CV6 6GS Mob- 07875275797 (Monday to Saturday- 9:30 am to 6:30 pm) email- sunriseherbsuk@googlemail.com Under the learned guidance of H. H. Yogrishi Swami Ramdevji, Vaidyaraj Acharya Balkrishna and Swami Muktanand, Patanjali Herbal Garden & Agro Research Department has been established at following few sites- Patanjali Herbal Garden site Nursery, Patanjali Herbal Garden site Gurukul Gaushala Farm, situated nearby Patanjali Yogpeeth at Maharishi Dayanand Gram, Bahadrabad, Delhi-Haridwar highway. These Herbal Gardens have beautiful collections of more than 200 medicinal herbs, shrubs, trees, climbers and ornamental plants. Since, 1997 it was a great effort with high spirit to collect the valuable medicinal plant and to ensure to grow in Garden, a Divya Vanaushadhi Vatika has been earlier established in the Ashram at Kankhal. Thereafter, to explore more possibilities of a large number of wide collections, exposition and research of medicinal, aromatic and ornamental plants in a organized way in the Patanjali Herbal Garden has been established. A team of Scientists from Botany and Agriculture and a number of swayam sevak are engaged for research and management.
Collaboration in Research with National Bureau of Plant Genetic Resources (NBPGR) and Research on Astavarg plants:
In 1997 Swami Ramdevji visited NBPGR, Head Quater at New Delhi and later research collaboration has been made on Plant Biodiversity to survey, identify and collect Ashtavarga plants used as ingredients in Chayavanprash. This project provided a good opportunity to undertake exploration and collection tours in Hilly areas of Uttarakhand and Himachal Pradesh and about 120 medicinal and aromatic plants were collected and planted in the Divya Vanaushadhi Vatika. Over the past two thousand years, Ayurveda lost its glory and the thrust of Unani and Allopathic systems on Indian society and as a result there are much valuable wisdom of medicinal plants has been lost. The great invention of Ashwani Kumar brothers on the Astavarga group plants used as rejuvenators of body of Rishi Chayavan through the preparation of Chayavanprash.. Over the vast time gap, theAyurvedic experts had lost the actual identity of these eight plant species which formed the ingredients of Chayavanprash. The information contained about them in the literature had been full of misidentification and wrong. It was only due to these plant species grow in small patches in difficult areas in the northwest Himalaya. Most of the time, it seems, the Ayurvedic experts did not extensively surveyed the areas of Himalayan elevations rather relied on wrong information provided by cunning traders or collectors. Basically Astavarg is the group of plants described as jeevaniya , brhneeya, vaya sthapanix in various Nighantus are viz. Jeevak, Rishbhak, Meda, Mahameda, Kakoli, Kshirkakoli, Ridhi and Vridhi . The Astavarg is a cooling, tasty, nutritious tonic, aphrodisiac, nourishes body and increase kapha. It is beneficial in seminal weakness, increases fat in the body, heals bone fracture and cures vata, pitta and rakta doshas, abnormal thirst, burning sensation in the body, fever and diabetic condition. It is one of the excellent combinations of herbal drugs which restore health immediately, strengths immunity system and cures any disorder in anabolism or body growth process as antioxidants in the body. Several explorations were undertaken over a period of 4 to 5 years in the altitudes ranging from 2000 mto 4000mabove mean sea level in the NorthWest Himalaya. Consequently it could be possible to re-establish the proper identity of eight plant species of Astavarga used in the Chayavanprash. The book in Hindi and English containing all related information has been published. Botanical Identity of Astavarg Plants:
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The medicinal plants identified as Astavarg are viz. Jeevak Malaxis acuminata D. Don; Rishbhak- Malaxis muscifera (Lind.) Kuntze; Meda- Polygonatum verticillatum Allioni, Mahameda- Polygonatm cirrifolium Royle; Ridhi- Habenaria intermedia D. Don; VridhiHabenaria acuminata Lindl; Kakoli- Roscoea alpina Royle and Kshirkakoli- Lilium polyphyllum D. Don. The hilly and remote forest areas have been surveyed for specific programme are viz. Auli, Joshimath, Tapovan, Badrinarayan, Valley of Flowers, Hemkund, Ukhimath, Gangotri Valley, Kedarnath, Renthal, Gangnani, Yamunotri Valley, Rishikesh, Dhanaulti in Uttarakhand and Karsog, Jalpa, Kamarunag, Rewalsar, Rewanda, Lahaul-spiti, Hatloo, Thanedhar, Narkanda, Matiana, Shilaru in Himachal Pradesh. Collection of Medicinal Plants: There are a large number of medicinal plant diversity widely used in ayurved are present in the Garden. The live plants are also prescribed by the Vaidyas of Patanjali Yogpeeth to patients for taking fresh extract and decoction according to their dose of administration. Some common species are viz. Abroma augusta (Ulta Kambal); Acorus calamus (Vacha); Aloe vera (Ghee kwar); Andrographis paniculata (Kalmegh); Argyreia speciosa (Vidhara); Asparagus adscendens, A. racemosus (Shatavar); Bauhinia variegata (Kachnar); Berberis aristata (Daruhaldi); Boerhavia diffusa (Punarnava); Bryophyllum pinnata (Pashanbhed/Patharchur); Clerodendrum phlomidis (Bharangi bhed); C. serratumn (Bharangi); Cassia occidentalis (Kasmarda); C. tora (Chakramard); Centella asiatica (Mandook parni); Cinnamomum camphora (Kapoor); Clitorea ternatea (Aprajita); Cocculus villosus (Garudi, Patalgarudi); Crinum latifolium (Sudarshana); Curculigo orchioides (Kali musali); Desmodium gangeticum (Salparni); Erythrina indica (Paribhadra); Ficus racemosa (Gular); Gendarussa vulgaris (Kala bansa); Gmelina arborea (Gambhari); Mimosa pudica (Lajavanti); Ocimum americanum. (Rama tulsi), Oroxylum indicum (Shyonak); Paederia foetida (Gandha prasarani); Phyllanthus fraternus (BhumiAmla); Piper longum (Pippali); Plumbago capensis, Plumbago zeylanica (Chitraka); Rauvolfia sepentina (Sarpagandha); Ricinus communis (Eranda); Sida cordifolia (Bala); Solanum indicum (Brhati); S. surratense (Chhoti Kateli, Kantkari); Terminalia arjuna (Arjun); T. bellirica (Bahera); T. chebula (Harre); Tinospora cordifolia (Giloy); Tylophora indica (Dama buti); Uraria picta (Prisniparni); Viola odorata (Banafsa); Vitex negundo (Nirgundi); Withania somnifera (Ashwagandha) etc.. Maintenance of Germ Plasm:
There are a large number of Germplasm of many medicinal plants stated above and vegetables shown significant growth and yield like Daucas carrota (Gajar), Lagenaria siceraria (Lauki), Lycopersion esculentum (Tamatar) etc. Glasshouses, Green Houses, Poly Houses and Cool Chamber etc.: The Herbal Garden has infra structures to multiply various plant species of fruits, ornamental and medicinal value and to protect the rare and valuable collections from adverse climatic conditions. These are being used to obtain faster regeneration. Botany and Seed Laboratory: This laboratory is used to prepare herbarium plant specimens, identification of herbs and to take up further research on drying, packaging, and storage of raw herbs. Seed laboratory is used for the process of seed samples for storage to initiate research on storage/packing materials as well as seed viability and seed dormancy. Large Scale Cultivation of Medicinal Plants: Large scale growing of various fruits, vegetables and medicinal herbs, shrubs and tree species is being done on about 45 acres of farm land area of the Divya Yog Mandir (Trust). The experimental farming is not aimed at meeting the demand of raw drug material but it is an effort to maintain these plant species for production of seed or planting materials. The herbal drug materials are Acorus calamus (Vacha), Aloe vera (Ghrit Kumari), Asparagus racemosus (Shatavari), Anacyclus Pyrethrum (Akarkara), Cymbopogon citratus (Lemongrass), Rauvolfia serpentina(Sarpagandha), Withania somnifera (Ashwagandha) etc. Field Experiments of Organic Farming Technology by the use of Wormi Compost and NADEP Manure: In nature there is a system of maintaining biological balance in soil, air and water. The human intervention has damaged this balance due to short-run gains. This is a great threats towards the sustainability of agricultural production to meet the food and nutritional requirements of growing population. Over the past four decades, the use of chemical fertilizers, pesticides, herbicides, weedicides, excessive soil erosion etc. have adversely affected the soil fertility, productivity and quality of produce. Growing awareness of people about environmental degradation, has led the scientists, policy planners and executives to take corrective steps in
order to improve the quality farming. The department has developed Divya wormi compost and Divya NADEP to the farmers for scientific and safe cultivations. FUTURE STRATEGY OF R & D.: To introduce more medicinal herbs, shrubs, trees and climbers. To conserve and preserve more medicinal plants. To study of plant based wisdom of sadhu, samnyasi, yogi living in caves of the Himalayan region and their innovation through incantations and tapasya may established as separate science called here as Monk Botany. To develop agro- technology of potential medicinal plants. To prepare standards for acceptance or rejection of raw drug materials based on pharmacognostical studies (Dravya parichaya) and solve the problems of sanskrit homonyms or pratinidhitwa dravya. To avoid problem of herbal adulterants and artificial synthesized herbal drug materials. To analysis of the plants based ethnomedicinal practices of tribal and rural people and their inclusion in ayurveda. To prepare more herbarium specimen sheets and establishment of Herbarium of dried specimens of all the medicinal and economic useful plant species as well as museum specimens of seeds, drug material parts e.g. roots, leaves, flowers, seeds, bark, fruits etc. To establish relationship between major plant compounds viz. alkaloids, glucosides, glycosides, saponins, tannins, terpenes etc. with rasa, guna, virya and vipaka terms used in ayurveda for drug quality. To multiplication of some rare medicinal plants through tissue culture and biotechnology . To develop agro technology based on indigenous methods of seed selection and organic farming etc.
STUDY OF DEMAND PATTERN IN PHARMA SECTOR

The Cold Chain Market in India has been growing consistently and has huge potential to grow in the near future, especially since now it has strong government backing. The cold chain market was valued at INR 89 bn and is expected to grow at a CAGR of 11%. Government backing will help boost the capacity creation for cold storages while new players are gradually venturing into the more profitable refrigerated transport services. The report begins with an introduction to the cold chain market and its value chain. The market overview section provides an insight into the overall cold chain market, its market size and growth along with its segmentation. It further delves into the two segments surface storage and refrigerated transport providing an overview for both the segments. This is followed by a section on the development scenario of cold chains i India which covers n investment opportunities, private participation and government initiatives.
An analysis of the drivers explain the factors for growth of the industry including growth in organized retail, shift towards horticultural crops, growth in processed food sector, demand from pharmaceutical sector and changing consumption pattern. The key challenges of the market include lack of logistical support, uneven distribution of cold chains, cost structure and power supply. Key trends in the market have also been analyzed which includes entry of foreign players, rail based reefers, cold chains facilities at airports and backward integration. The competition section provides an overview of the competitive landscape in the industry and includes a brief profile of the major players in the market. Pharmaceuticals has emerged as one of the leading industries in the Indian Inc., with the domestic market showing an unprecedented growth of around 9% to generate revenue of about INR 554.5 Billion (US$ 11.1 Billion) in FY 2009. This dramatic growth in the Indian pharmaceutical industry can be attributed to several factors such as growing middle class population, rapid urbanization, increase in lifestyle-related diseases and acceptance of health insurance. Besides, the product patent regime has provided ample support to the industry to sustain its growth pace despite the global economic downturn. Generic is emerging as one of the leading segments to be benefited by many drugs going off-patent in due course of time. According to our new research report Booming Pharma Sector in India, the Indian pharmaceutical industry is projected to show double-digit growth in near future owing to rise
in pharmaceutical outsourcing and consolidation of highly fragmented industry. As exports form major part of the pharmaceutical industry in India, leading players have started expanding their reach towards the West. Thanks to investments in R&D and thriving for more and more ANDA filings, the clinical trials market is expected to grow at blistering pace in coming years. To support this evidence, we have done an extensive research and analysis of various segments of the Indian pharmaceutical market. These segments include: Domestic & Export Market, Branded & Generics Drugs, Formulations & Bulk Drugs, etc. The baseline for optimistic future outlook of the pharmaceutical market is improvement in access to medicines of Indian population. Emerging sectors like biogenerics and pharma packaging will also pave the way for the pharmaceutical market to continue its upward trend over the forecast period (FY 2010- FY 2013). The report provides thorough statistical and analytical overview of the Indian pharmaceutical market. It contains information about past, present and future trends, with focus on entire structure, composition and working of the pharmaceutical market. The report extensively discusses opportunities and challenges expected to arise within and outside the pharmaceutical market. The report also analyzes emerging sectors, regulatory e nvironment and distribution system to identify strength and weaknesses of the pharmaceutical market. It has thoroughly examined current market trends, industrial developments and competitive landscape to enable clients understand the market structure and its progress in coming years. It also gives a brief overview of demographics and healthcare profile to adjudge the pharmaceutical market in terms of demand, expenditure and possible future direction. Most people today do not regard products in healthcare as products. What they do not know is that the companies manufacturing and distributing the healthcare products just rely on the same strategies and tools used in marketing the usual consumer products like spaghetti sauce and potato chips. Healthcare companies also develop branding strategies and product marketing in targeting and reaching consumers, hospitals, physicians and retailers. Through this, the brand preferences will be achieved and sales will also be generated. How Marketing of Pharmaceutical Products Happens In the field of healthcare, the most common form of marketing is the over-the-counter also known as OTC. In accordance with Science Daily, the pharmaceutical companies were able to generate a total of $245 billion in the year 2004.The big pharmaceutical businesses just like the other businesses spend large amount of money in the marketing process just to make
sure that the medication preferences are maintained over the generic drugs sold by drug stores. They come in the following categories: nutritional supplements, vitamins, allergy medications, aspirin and cough syrup. Business-to-business product advertising is also another strategy in order to achieve sales and distribution in different stores such as discount dollar store chains, super store grocery s, stores and drug stores as well. In developing newspaper advertising and special displays, the marketing and healthcareproduct sales representatives work with merchandisers and buyers. Another form of pharmaceutical products marketing is through retail consumers. The retail, grocery and drug stores also spend time and money just to market the healthcare products they sell via direct mail, radio and TV directed to the consumers. To make their brands highly recognized by the consumers, the retailers promote discounts. This is one of the best marketing strategies because consumers are always attracted with discounted brands. Aside from products, they also spend time in marketing convenience service which includes drivethru prescription pick-up service and open 24 hours promotion. To assure that the targeted sale will be achieved in a definite period of time, medical supply and equipment companies also take time in targeting consumers. The following are just some of the medical products that are commonly marketed by these medical companies: diabetes equipment, oxygen equipment and wheelchairs. All the forms of media are also being used by these companies to ascertain that a large audience of consumers will be reached. There are also companies that specialize in manufacturing hospital equipment and of course, their targets are no other than the large hospitals which can pay them a large amount of the equipment they manufacture. The Indian pharmaceuticals industry is set to grow rapidly in the next few years as global patents on billions of dollars worth of drugs will expire by 2007-08, setting the stage for a spurt in both exports and output. An industry study projects that exports will rise 18 per cent within the next two years, especially in the area of generic drugs since as much as $65 billion worth of drugs will go off patent over this period in the U.S. and Europe. The study thus expects export volumes to touch Rs. 30,000 crore by 2007-08 from Rs. 18290 crore in 2004-05. Output will also rise steeply with an 11 per cent growth rate projected over this period bringing the turnover of the pharma sector to Rs. 60,000 crore by 2007-08 as against Rs. 43,290 crore in 2004-05.
The study carried out by the Associated Chambers of Commerce and Industry of India (Assocham), says the pharma industry would reach a turnover of Rs. 48,015 crore in 2005-06 with export volumes likely to exceed Rs. 21,582 crore. Releasing the study, Assocham President Anil K. Agarwal said low production costs would give India an edge over other countries, particularly China and Israel, in the case of generic drugs. Mr. Agarwal said drugs worth $40 billion in the U.S. and drugs worth $25 billion in Europe will go off patent by 2007-08. He felt that it would be easier for Indian manufacturers to seize a larger market share of overseas markets than in the domestic market where price controls are likely to continue. Consequently, pharma majors would have no options but to explore export opportunities. The chamber is also of the view that the migrations into a new regime of product patent would change the fortunes of domestic pharma industry in the long term and would bring with it new innovative drugs. Though this will increase the profitability of multinational pharma companies, and force domestic players to focus on research and development, besides forcing consolidation of small players who may not be able to cope up with the challenging environment. The Indian pharmaceutical sector has come a long way, being almost non-existent before 1970 to a prominent provider of healthcare products, meeting almost 95 per cent of the country's pharmaceuticals needs. The Industry today is in the front rank of Indias sciencebased industries with wide ranging capabilities in the complex field of drug manufacture and technology. It ranks very high in the third world, in terms of technology, quality and range of medicines manufactured. From simple headache pills to sophisticated antibiotics and complex cardiac compounds, almost every type of medicine is now made indigenously. Playing a key role in promoting and sustaining development in the vital field of medicines, Indian Pharma Industry boasts of quality producers and many units approved by regulatory authorities in USA and UK. International companies associated with this sector have stimulated, assisted and spearheaded this dynamic development in the past 53 years and helped to put India on the pharmaceutical map of the world. The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered
units with severe price competition and government price control. It has expanded drastically in the last two decades. There are about 250 large units that control 70 per cent of the market with market leader holding nearly 7 per cent of the market share and about 8000 Small Scale Units together which form the core of the pharmaceutical industry in India (including 5 Central Public Sector Units). These units produce the complete range of pharmaceutical formulations, i.e., medicines ready for consumption by patients and about 350 bulk drugs, i.e., chemicals having therapeutic value and used for production of pharmaceutical formulations. Following the de-licensing of the pharmaceutical industry, industrial licensing for most of the drugs and pharmaceutical products has been done away with. Manufacturers are free to produce any drug duly approved by the Drug Control Authority. Technologically strong and totally self-reliant, the pharmaceutical industry in India has low costs of production, low R&D costs, innovative scientific manpower, strength of national laboratories and an increasing balance of trade. Corporate Catalyst India Indias Pharmaceutical Industry The total Indian production constitutes about 13 per cent of the world market in value terms and, 8 per cent in volume terms. The per capita consumption of drugs in India, stands at US$3, is amongst the lowest in theworld, as compared to Japan- US$412, Germany- US$222 and USA- US$191 What does doing natural preventative care mean? I thought vaccinating, prevention medicines, and premium kibble were natural preventative care. Hardly. Unfortunately the pharmaceutical companies and the pet food industry have really pulled the wool over everyones eyes -but the wool is coming off! People are frustrated with the way traditional care has let them down and are seeking alternatives to help them not only give their pets more quality of life but longer lives. It seems as though we barely get our pets to a settled place in our lives before theyre gone. It doesnt have to be like this. Please dont misunderstand, mainstream care does have its place but it should not be the only choice people and their pets have. In fact, I think its the imbalanced lean towards allopathic medicine rather than including homeopathic and naturopathic and alternative therapies that is a big part of the problem. At some point where do we stop and say, what happened to first do no harm?
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Okay, so lets start with what preventative, natural, holistic care means with a definition of the words holistic, preventative and natural which I obtained from my American Heritage Dictionary: 1. Holistic: 2) emphasizing the importance of the whole and the interdependence of its parts. 2. Natural: 1) present in or produced by nature; not artificial or man-made; 3) pertaining to or produced solely by nature or the expected order of things 3. Preventive: 1) designed or used to prevent or hinder; acting as an obstacle; precautionary. 2) Thwarting or warding off illness or disease. When we put all these definitions together: the whole of the parts working interdependently, without artificial ingredients or synthetics, in the natural order of things you will then ward off illness or disease! Now that we have the definition of natural pet care in place, lets go deeper into the how to do this and thereby lowering the costs of your pet care and increase the longevity of your pets lives. The first place to always start is with nutrition and that starts with what you are feeding your pets. My initial answer will be as species specific as you can get in a domestic setting. For dogs and cats that means that meat needs to be the primary ingredient of their food. Not kibble. Kibble isnt fit for anything or anyone to eat. There a couple I will recommend in the light of a very reluctant pet owner not being able to stomach the idea of feeding raw meat to their dog or cat, but I will say that as long as you adhere to kibble your pets will experience the problems associated with food that their bodies werent designed to digest. There are many different forms of feeding natural for example in dogs you can choose a B.A.R.F. dietwhich translates to Biologically Appropriate Raw Food and can also stand for Bones and Raw Food. This diet consists of all raw meats, veggies, dairy products, and nuts. Some adhere to strictly feeding raw meat. Some to a cooked diet of meat and vegetables. I think that youve got to decide what will work in your household and do that and any of these, including the cooked diet is far better than any form of a kibble diet. Think of animals in the wild they do not get kibble or pellets. Our domestic pets dont need those things either!
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I feed my dog a cooked meat diet along with a natural whole food liquid supplement. I also use essential oils to thwart parasites and help with the pain in his forelegs. He came to us as a very abused, starved, neglected nearly 5 month old puppy. Through trial and error weve found what keeps him healthy, strong and happy and he is completely natural. We do homeopathic for heartworm prevention. He actually runs with me and traditionally his breed is not a running breed or so its thought! So you also need to include some precautionary nutrition along with natural feeding. For horses you always need to be concerned with worms but there are natural ways like using food grade (ONLY use food grade) diatomaceous earth this also works well in cats, dogs and other warm -blooded animals but I prefer to use essential oils in my dog. Next I would consider why vaccinating seems to be so important to your pets health. Let me give you just a few examples of why that could be the very thing that is harming your pets rather than helping them (information from Shirleys Wellness Cafe): Routine vaccination has adverse side-effects, either short or long term. With vaccines that are repeated year after year, the frequency and severity of these side-effects in our pets has increased dramatically. Most of the problems involve the immune system. After all, the immune system is what vaccines are designed to stimulate. But they do so in a very unnatural way that can overwhelm and confuse the immune system. donna starita mehan DVM Dr. Ronald D. Schultz, Ph.D..- Annual revaccination provides no benefit and may increase the risk for adverse reactions. The percentage of vaccinated animals (those vaccinated only as puppies) protected from clinical disease after challenge with canine distemper virus, canine parvovirus and canine adenovirus in the study was greater than 95%. Current and Future Canine and Feline Vaccination Programs. Dr. Ronald Schultz is a Professor and Chair of the Department of Pathobiological Sciences at the School of Veterinary Medicine, UWMadison. Schultz, R.D. - Current & Future Canine & Feline Vaccination Programs. Vet Med 3: No. 3, 233-254, 1998 more. A chart provided in the report shows immunity levels for all vaccines currently given to dogs lasting a minimum of 5 years with most lasting 7-15 years! Don Hamilton, DVM -Yearly boosters are unnecessary, provide no benefit if given (will not increase immunity). Thus boosters are either a legal issue (Rabies) or a manipulation issue (inducing clients to come in for examination rather than directly suggesting an examination).
Charles E Loops DVM - Homeopathic veterinarians and other holistic practitioners have maintained for some time that vaccinations do more harm than they provide benefits. Vaccinations represent a major assault on the bodys immune system. Vaccine induced chronic diseases range from life-threatening conditions such as auto-immune crises to conditions destroying the quality of life of an animal as in chronic skin allergies. These are just a few examples with veterinarians leading the way in sharing this information which I find interesting since vaccinations and surgeries are their bread and butter. A few of the holistic/homeopathic vets I know started in mainstream medicine and became frustrated and moved into the holistic arena so they could do their patients the most good. Feed correctly with proper back up supplementation and your pets will have natural immunities that protect them naturally from disease. Another thing to do is to keep your pets stimulated mentally through exercise, play and training. Animals love to have a job and they love to be useful. The key to a good interaction here is training according to the natural interaction of the animal you own. What does that mean? For a dog it meaning approaching him or her using the pack mentality. For the horse it means approaching the horse the way another horse would. It all makes common sense really. Good practical common sense, do away with all these synthetics, using the natural order of things, and all the parts working together means you dont treat an illness, you treat the pet. I like what I saw Dr. Shawn Messonnier write recently to one of the groups I belong to, I dont treat crystals in the urine, I treat the pet. Thats what holistic means: all the parts working together interdependently. So not treating the symptoms but caring for the entire animal is the answer to lowering your veterinarian costs and increasing the longevity of your pets lives. During decades of devoted service, Ayurveda Kendra has helped many thousands of patients back to health and vitality using authentic Ayurveda methods. Now you have the opportunity to join our successful franchise scheme and help even more people benefit from this most complete and effective natural health care system. Im sure youre already aware that Ayurveda represents a totally holistic approach to health, wellbeing and longevity based on the intimate connection we have with Nature and all things. This ancient science of living, originating in the beautiful South Indian state of Kerala, India more than 5000 years ago, shows us that perfect health is the result of a balanced mind,
body and spirit. With such love, truth and wisdom as the foundation of this ancient philosophy, its no surprise that Ayurveda is becoming the peoples choice around the world even challenging modern medicine (Allopathy) in many areas. Under the expert guidance of the world renowned Dr. Sudha Asokan, Ayurveda Kendra has helped tens of thousands of patients to lead happier, healthier lives. Following in the footsteps of her dear father and forefathers, Dr. Sudha has over 35 years of experience researching & developing the potent Kerala style of Ayurveda. Dr. Sudha is one of the foremost authorities in this field and is dedicated to making this widely available to people in India and around the world. All Ayurveda Kendra treatments are tailored to Ayurvedic body type and composition for maximum benefit to the patient. Our authentic Ayurvedic oils, created in our certified pharmacy in Kerala, are concocted from ancient recipes adapted to modern lifestyles and the associated health challenges. Our Special Packages and comprehensive range of massage treatments have undergone decades of research into optimizing vitality and rejuvenating the mind, body and spirit to attain Swastha, the Ayurvedic epitome of complete health in which all the 5 elements are in perfect harmony with the Chaithanya (Spirit). The domestic pharma sector continued its strong show in 2010 and recorded a 16.5% growth during January-December. While Cipla topped the list with the highest market share, cough medication Corex (Pfizer) was the largest-selling brand in the organized retail market. Among the largest growing drugs for the year was Abbott's insulin Human Mixtard, which rose 27% to become the second largest-selling brand, displacing painkiller Voveran ( Novartis) with a 6% growth. 2010 was also the second successive year of strong growth for the industry. The Rs 46,787crore pharma market has been on an upswing over the last four years with a growth of 1317%, buoyed by a strong demand, improved spending on healthcare and rising middle class incomes. Growth in December was, however, subdued at nearly 6% as against 11.3% in November last year, according to market consultancy IMS. Sameer Savkur, MD, IMS Health, says: "We see good growth across all therapies, indicating a strong patient demand-improved economic conditions have spurred spending on healthcare.
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Another factor driving growth is the increased efforts of pharma companies to expand reach and customer penetration. This is in line with our expectations and going forward we expect the trend to continue, with market growth for 2011 forecast in the range of 15-17%". During 2010, Corex, the largest selling drug, recorded annual sales of Rs 205 crore. Painkiller drug Voveran (Novartis) lost the second position to Human Mixtard (Abbott). The fourth slot is occupied by cough syrup Phensedyl (Piramal), while GSK's Augmentin was the fifth largest-selling drug during the year. Revital from Ranbaxy continues to be the largest selling nutraceutical product, along with Liv-52 from Himalaya. Becosules (Pfizer) gained substantially, moving from 11th to 8th position on the list. Antibiotic products Monocef (Aristo), Taxim (Alkem), Zifi (FDC), Mox (Ranbaxy) and Azithral (Alembic) were among the largest selling products. Cipla maintained the top slot with a 5.21% market share. This is mainly because revenues of Abbott and Piramal Healthcare are yet to be combined, and figure separately. Otherwise, there were not many changes during the year. There were two new entrants to the top 10 club- Pfizer and Abbott, pushing Lupin and Aristo out. Lupin has been displaced to the 11th from 9th position and Aristo from the 10th to 12th position. Almost all companies recorded a growth of over 10% for the year. Among the companies, Mankind grew at the fastest pace of nearly 34%, followed by Abbott 26% (excluding Piramal which grew by 11.4%), and Zydus (18%). Ganesh Nayak, executive director, Zydus Cadila, said, "The industry posting healthy growth consecutively for the second year reflects the inherent strengths of the industry and improving healthcare standards in the country. Despite very high inflation rates, demand for drugs and pharmaceuticals is on the rise, and is likely to continue next year as well. The nutraceutical segment will continue to have better-than-average growth with people getting more conscious of their general health and well-being." A growing trend is emerging among pharmaceutical industry companies towards a diversified business model, as firms seek out new markets and strategies in order to steel themselves against increasingly challenging conditions in the sector.
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More and more companies have begun to adopt the view that the industry could potentially be facing tough times and are reinvesting funds, acquiring additional businesses and moving into new areas in order to remain on the front foot. This trend was detailed in a report from strategic consultancy firm Roland Berger this week, following an industry survey that solicited the views of seven of the top ten companies in the global pharmaceutical industry. According to the research, 65 per cent of firms believe the industry is currently facing a "strategic crisis", citing the pressures caused by spiralling costs and the growing number of research and development projects that are now yielding negative returns. Indeed, these are concerns that have been the subject of several pieces of research in recent months, with statistics from CMR International showing that in 2010, the proportion of global sales from drugs launched within the last five years fell below seven per cent. Stephan Danner, partner and pharmaceutical expert at Roland Berger, backed these findings, also noting the impact of public spending cuts and widespread patent expiries, with more than half of the industry's current sales coming from products that will be off-patent within three years. He said: "Big pharmaceutical companies are at a turning point." According to the strategy consultant, companies are now responding to these trends with a variety of different diversification methods; of these, the most important is proving to be increased investment in generic therapies, an area often seen as a threat to traditional pharma firms. Of the companies polled by Roland Berger, 78 per cent stated that generic drugs are the key area in which they wish to expand, as this is the field in which it is believed that pre-existing skills and capabilities can be transferred most effectively. Other important areas for potential diversification include consumer health and vaccines, while some companies are considering wide-ranging integration strategies across the value chain to become active healthcare solution providers, though this represents a relatively risky and less-travelled path. Roland Berger's report cites several leading companies for which this new approach is already taking effect - Novartis, for example, has in recent months purchased the generics business Ebewe Pharma and became a majority stakeholder in vision care specialist Alcon, while Pfizer is still reorganising following its high-profile merger with Wyeth last year.
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Sanofi-aventis and GlaxoSmithKline have made generics sector investments of their own, while Johnson & Johnson, Merck Serono and Boehringer Ingelheim were also named as diversifiers. However, not every major firm is committing to the new diversification trend, with biopharmaceutical companies Roche and Bristol-Myers Squibb (BMS) among them. In an interview with the Financial Times earlier this month, BMS chief executive officer Lamberto Andreotti stated that he will be looking to continue the work of predecessor James Cornelius by maintaining the company's focus on prescription drugs, saying BMS will "not give up the big pharma legacy and combine it with what's good in biotech". Similar sentiments were expressed this week by Roche chief executive Severin Schwan to the same newspaper, who was adamant the firm would not be moving into fields such as generics. "A lot of people call it diversification. I call it giving up. Call me biased, but I really believe we have one of the best industry pipelines," he said. Despite this, Mr Danner of Roland Berger maintained his belief that diversification as a strategy is unlikely to go away, with more than 80 per cent of executives believing it represents a long-term trend. He added: "Companies considering diversification should start preparations today - the first mover advantage provides an excellent position to shape the future healthcare environment." Indian domestic pharmaceutical market has seen growth at a CAGR of about 12% in the last 5 years. About 67 Million Indians are expected to reach the age of 67 years by 2011. People of this age group spends around 3 to 4 times more on drugs than people in younger age groups. This indicates substantial growth of Indian pharmaceutical industry. Patented drug are expected to have a 10% market share of pharmaceutical industry in 2010. Incomes of people in rural India is on a rise and the distribution network of drugs is also very strong. These factors are contributing to a high growth of India's rural pharmaceutical market. The positive approach towards product patent product has encouraged the Indian pharmaceutical companies to invest more in Research and Development. Indian pharmaceutical market is expected to have compound annual growth rate of 9.5 per cent by 2015.
Future trends of Indian pharmaceutical industry seems to be in positive tone. Consumer spending on healthcare services and products has increased in India due to the increasing
affordability, shifting disease patterns and modest healthcare reforms. Healthcare budget of an average Indian household is expected to grow from 7% in 2005 to 13% in 2025. The future trends of Indian pharmaceutical industry can be listed as under.
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By 2015, India will probably open a US$ 8 billion market for multi national pharmaceutical companies selling expensive drugs as predicted by the FICCI-Ernst & Young India study. The domestic India pharma market is likely to reach US$ 20 billion by 2015. A whopping amount of US$ 6.31 billion will be invested in the Indian pharmaceutical industry as per the estimates of the Ministry of Commerce, Government of India. Indian pharmaceutical off-shoring industry is predicted to be a US$ 2.5 billion opportunity by 2012 all because of low cost of R&D. Patented drugs are predicted to capture up to a 10% share of the total Indian pharmaceutical industry by 2015 with a market size of US$2 billion. The branded generics market will continue to dominate the Indian pharmaceutical industry. Sixty one drugs worth US $ 80 billion will go off patent at the US Patent and Trademark Office between 2011 and 2013. Indian pharmaceutical industry is all set to gain from the patentexpiry of some blockbuster drugs by producing their generic equivalents. However, the influence of physicians will remain high that will ensure fair competition on the basis of product quality and scientific detailing. By 2015, the specialty and super-specialty therapies will account for 45% of the pharma market. The growing lifestyle disorders, particularly metabolic disorders like diabetes and obesity as well as coronary heart disease and hypertension, cardiovascular, neuropsychiatry and oncology drugs will gain considerable significance. Although there will be a shift towards specialty therapies, mass therapies will remain important in the Indian pharmaceutical industry. This will be, primarily due to the gap between the prevalence of common diseases and their treatment rates. Diseases like anaemia, diarrhoea, gastro-intestinal & respiratory problems, acute pain, infections etc. is suffered by a large number of population. The growing income levels will also increase spending on basic healthcare and the consumption of mass therapy drugs for acute ailments.
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The Indian pharmaceuticals industry has grown reasonably during the past decade and has the potential to transform itself over the next decade too. The domestic pharma market of India will play a crucial role in fighting the growing diseases. However, the full potential of Indian
pharmaceuticals can only be achieved through sustained, progressive and collaborative efforts by the government and the pharmaceutical industry as a whole. The recent regulatory and much awaited patent law changes have lead the Indian Pharmaceutical Industry towards exploring newer avenues of drug development, thus, promising higher capital investment in the pharmaceutical industry in the near future. The Indian Pharmaceutical Research is backed by strong Government support and availability of surplus skilled technical workers at lower costs. At a growth rate of 9 per cent per year, the pharmaceutical industry in India is well set for rapid expansion. As a result of the expansion, the Indian pharmaceutical and healthcare market is undergoing a spurt of growth in its coverage, services, and spending in the public and private sectors. The healthcare market has opened a window of opportunities in the medical device field and has boosted clinical trials in India. Many multinational companies have penetrated into India with an aim to market drugs and conduct clinical trails. Thus, Indian pharmaceutical research, manufacturing, and outsourcing have received an impetus, thereby, creating an image of a potential healthcare market and a land of opportunities in pharmaceuticals. The economic liberalization policies coming to force in the 1990s and the strong emergence of private sector in the Indian economy has heightened the pace of development of the pharmaceutical industry and will continue to do so. "Indian Pharmaceutical and Healthcare Market-Annual Review (2005)" presents the latest information on the Indian pharmaceutical research. It highlights the important factors that draw the foreign investors towards the Indian pharmaceutical market to establish themselves. This report is indispensable for the manufacturers, investors and all those involved in the pharmaceutical industry and healthcare market to have an in-depth analysis of the business prospects. It interprets the key issues that influence the success of a pharmaceutical company involved in research and development of drugs. Report Highlights: - Assessing the market potential and opportunities with pharmaceuticals and drug discovery
- Study of the key economic factors that form the source of revenue growth and opportunities - Recent and Future trends in Pharmaceutical Investments, by sector and business for F.Y. 2002-2008 - Advantages of conducting clinical trials in India and factors that propel multinational companies to form new business ties with India - Advantages of outsourcing as a new business maneuver in Pharmaceutical and healthcare Industry - Continued shifting of business model towards the development of high- value new chemical entities responsible at Indian R&D facilities - Assessing the Imports and Export of Bulk Drugs, intermediaries and formularies for the F.Y. 2002-2008 - New Pathways in the Indian pharmaceutical research and development. - Future Outlook and Key Drivers to Market growth - Analytical Snapshot on the Performance indicator by Key Pharmaceutical Companies in India This report provides a review of the pharmaceutical industry as a whole. It provides an insight into the current market size, developments in pharmaceutical research, challenges faced by the pharmaceutical industry as well as the future outlook. Chapter 3 and 4 give the global coverage of the heath care market, growth status across the country, challenges and potential areas along with the total production and consumption of life-saving and generic drugs. Chapter 6 deals with the regulatory matters including the Indian Patent Law. Chapter 7 and 8 present the issue of bio-informatics, e- commerce, and research and development. Chapter 11 provides information on the key players of this industry.
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Companies mentioned: - Apollo Hospitals Company - Cadila Healthcare Ltd. - Cipla Ltd. - Ranbaxy Laboratories Ltd. - Dr Reddy's Laboratories Ltd. - Nicholas Piramal India Ltd. - Sun Pharmaceutical Industries Ltd. - Wockhardt Ltd. - Abbott Laboratories India Ltd. - Burroughs Wellcome India Ltd. - E-Merck (India) Ltd. - Glaxo India Ltd. - Novartis India Ltd. - Hoechst Marion Roussel Ltd. - Pfizer Ltd. - Smithkline Beecham Pharmaceuticals (India) Ltd. The Indian pharmaceutical industry has shown impressive growth over the last few years and has become one of the sunrise sectors of the Indian economy. The introduction of the product patent regime in India necessitated pharmaceutical companies both in India and abroad to reconsider their business models and explore newer markets. In this interview with R. Srinivasan, Associate Professor in the Corporate Strategy and Policy department at IIM Bangalore, who has studied the pharmaceutical sector in India, we try to understand the Indian pharmaceutical industry in terms of its evolution, changes in strategy, merger and acquisition activities, growth prospects and future trends. The acquisition of Indian pharmaceutical companies by global majors and the success of Indian firms in the generics markets have been prominent stories for the last few years. The tremendous growth potential of the huge Indian market and the focus on efficient healthcare in western markets are the primary reasons for these trends. This, however, is only a part of the entire picture. Indian firms have global ambitions and have acquired companies abroad not only to develop R&D capabilities and move into new drug development, but also to enter
new markets. Despite this growth, concerns like the affordability of drugs for lower-income groups and the ability to rapidly respond to pandemics like swine flu still remain unaddressed. For sustained growth over the next few decades, firms should concentrate on tackling such concerns and coming up with innovative drug delivery mechanisms. The pharmaceutical industry in India is among the most highly organized sectors. This industry plays an important role in promoting and sustaining development in the field of global medicine. Due to the presence of low cost manufacturing facilities, educated and skilled manpower and cheap labor force among others, the industry is set to scale new heights in the fields of production, development, manufacturing and research. In 2008, the domestic pharma market in India was expected to be US$ 10.76 billion and this is likely to increase at a compound annual growth rate of 9.9 per cent until 2010 and subsequently at 9.5 per cent till the year 2015.
India's Domestic Pharmaceutical Market (12 Months Ended January 2009)
Company Total Pharma Market Cipla Ranbaxy Glaxo Smithkline Piramal Healthcare Zydus Cadila Source: ORG IMS
Size ($ Billion) 6.9 .36 .34 .29 .27 .24
Market Share (%) 100.0 5.3 5.0 4.3 3.9 3.6
Growth Rate (%) 9.9 13.4 11.5 -1.2 11.7 6.8
With several companies slated to make investments in India, the future scenario of the pharmaceutical industry in looks pretty promising. The country's pharmaceutical industry has tremendous potential of growth considering all the projects that are in the pipeline. Some of the future initiatives are:
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According to a study by FICCI-Ernst & Young India will open a probable US$ 8 billion market for MNCs selling expensive drugs by 2015
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The study also says that the domestic pharma market is likely to reach US$ 20 billion by 2015 The Minister of Commerce estimates that US$ 6.31 billion will be invested in the domestic pharmaceutical sector Public spending on healthcare is likely to raise from 7 per cent of GDP in 2007 to 13 per cent of GDP by 2015 Dr Reddy's Laboratories has tied up with GlaxoSmithKline to develop and market generics and formulations in upcoming markets overseas Lupin, a Mumbai based pharmaceutical company is looking to tap opportunities of about US$ 200 million in the US oral contraceptives market Due to the low cost of R&D, the Indian pharmaceutical off-shoring industry is designated to turn out to be a US$ 2.5 billion opportunity by 2012
During the current year 2009-10, Pharma was among the few sectors that managed to expand its revenues despite global recession and financial crises.Strong domestic demand, growing preference for generics worldwide and favourable rupee-dollar exchange rate helped the Indian Pharmaceutical sector. Aggregate income of the drugs and pharmaceuticals companies for the first two quarters of the current year grew by 13 per cent and 7.8 percent respectively as compared to previous year. As per Centre for Monitoring Indian Economy (CMIE) ,the estimated growth in aggregate income for the next two quarters is 9.5 per cent and 10.2 percent respectively. The Indian pharmaceuticals industry has grown from a mere US$ 0.32 billion turnover in 1980 to approximately US$ 21.26 billion in 2009-10.The country now ranks 3rd in terms of volume of production (10% of global share) and 14th largest by value. Growth of Indian Pharmacetical Industry from 2002-03 to 2008-09 are given in table below:
Figures in Rs Crore
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2002-03 Domestic Market Exports Imports Total Market Size 30365 12826 2865 42326
2003-04 32575 15213 2956 47332
2004-05 34128 17857 3139 52029
2005-06 39989 22216 4515 62566
2006-07 45367 24942 5867 68442
2007-08 50946 30760 6734 78610
2008-09 55454 38433 8552 89335
Source:Annual Report 2008-09,Department of Pharmaceuticals,Government of India Exports India currently exports drug intermediates, Active Pharmaceutical Ingredients (APIs), Finished Dosage Formulations (FDFs), Bio-Pharmaceuticals, Clinical Services to various parts of the world. Export of drugs and pharmaceuticals from 2002-03 to 2009-10 (May,09) are given in table below: Year 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 April, 2009 April 2009-Dec 2009 Exports 12826 15213 17857 22216 26895 30760 38433 3043 29551 18.61 17.38 24.41 21.06 14.37 24.94 14.80 Growth %
Source: Directorate General of Commercial Intelligence and Statistics (DGCIS) Kolkata

The domestic Pharma Industry The domestic Pharma Industry has recently achieved some historic milestones through a leadership position and global presence as a world class cost effective generic drugs' manufacturer of AIDS medicines. Many Indian companies are part of an agreement where major AIDS drugs based on Lamivudine, Stavudine, Zidovudine, Nevirapine will be supplied to Mozambique, Rwanda, South Africa and Tanzania which have about 33% of all people living with AIDS in Africa. Yet another US Scheme envisages sourcing Anti Retrovirals from some Indian companies whose products are already US FDA approved. Many Indian companies maintain highest standards in Purity, Stability and International Safety, Health and Environmental (SHE) protection in production and supply of bulk drugs even to some innovator companies. This speaks of the high quality standards maintained by a large number of Indian Pharma companies as these bulk actives are used by the buyer companies in manufacture of dosage forms which are again subjected to stringent assessment by various regulatory authorities in the importing countries. More of Indian companies are now seeking regulatory approvals in USA in specialized segments like Anti-infectives, Cardiovasculars, CNS group. Along with Brazil & PR China, India has carved a niche for itself by being a top generic Pharma player. Increasing number of Indian pharmaceutical companies have been getting international regulatory approvals for their plants from agencies like USFDA (USA), MHRA (UK), TGA (Australia), MCC (South Africa), Health Canada etc. India has the largest number of USFDA - approved plants for generic manufacture. Considering that the pharmaceutical industry involves sophisticated technology and stringent "Good Manufacturing Practice (GMP) requirements, major share of Indian Pharma exports going to highly developed western countries bears testimony to not only the excellent quality of Indian pharmaceuticals but also its price competitiveness. More than 50% share of exports is by way of dosage forms. Indian companies are now seeking more Abbreviated New Drug Approvals (ANDAs) in USA in specialized segments like anti-infective, cardio vascular and central nervous system groups. Exports The Domestic pharma sector has been expanding and has is estimated at US$ 11.72 billion (Rs 55454 crore) in2008-09 from US$ 6.88 billion (Rs 32575 crore) in 2003-04. Indian
exports are destined to various countries around the globe including highly regulated markets of USA, Europe, Japan and Australia. Export of domestic drugs and pharmaceuticals from 2003-04 to 2008-09 are given in table below: Domestic Indian market S.No. (figure in Rs crore) 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 32575 34128 39989 45367 50946 55454 (%) 7.28 4.77 17.17 13.45 12.30 8.85 Growth Rate
Pharma Export Promotion Council (Pharmexcil) The Department had played a pivotal role in the formation of Pharmexcil consequent to the recommendation from 9th Five YearAnnual Plan Working Group Report on Drugs and Pharmaceuticals. In the light of this, the Department constantly interacts with Pharmexcil in their work areas. The role of Pharmexcil is for facilitation of exports of Drugs, Pharmaceuticals, Biotechnology products, Herbal medicines and Diagnostics, to name a few.It is authorized to issue Registration-cum-Membership Certificate (RCMC) which is one of the requirements for the importers and exporters of commodities. In addition to this, Pharmexcil is concerned with giving export thrust to the various products through visits of delegations to various markets abroad, organizing of seminars, workshops and exhibitions.As a major area of work, Pharmexcil also holds Buyers/Sellers meets and compiles detailed data base on pharma exports and problems in exporting pharma group products of Pharmaceuticals. Key Strengths of Pharma Sector
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Low cost of innovation/Manufacturing/Capex costs/expenditure to run a cGMP compliance facility.
Low cost scientific pool on shop floor leading to high quality documentation. Proven track record in design of high tech manufacturing facilities. Excellent regulatory compliance capabilities for operating these assets. Recent success track record in circumventing API/formulation patents. About 95% of the domestic requirement being met through domestic production. India is regarded as a high-quality and skilled producer in the world. It is not only an API and formulation manufacturing base, but also as an emerging hub for: Contract research Bio-technology Clinical trials and Clinical data management.
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The country has the distinction of providing quality healthcare at affordable prices.
Top 20 destinations of Indian Pharma products during 2008-09 S. No. 1 2 3 4 5 6 7 8 Importing country USA Russia Germany Austri UK South Africa Canada Brazil 2008-09 (figure in Rs Crore) 7103.27 1519.20 1441.87 1417.15 1233.09 1126.75 1090.43 1018.89
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9 10 11 12 13 14 15 16 17 18 19 20
Nigeria Ukraine Israel Netherlands Spain Turkey China Kenya Vietnam Belgium Italy Mexico
1001.74 687.22 686.22 669.98 620.02 614.20 561.53 543.86 536.62 520.90 57.85 501.54
Source: Directorate General of Commercial Intelligence and Statistics (DGCIS) Kolkata Research and Development In no other Industry segment innovative R&D is as critical as in Pharma industry. Here, the New Drug Discovery Research (NDDR) has to keep pace with the emerging pattern of diseases as well as responses in managing existing diseases where target organisms are becoming resistant to existing drugs. The NDDR is also an expensive activity. It is encouraging to observe that at least 10 Indian companies are into new drug discovery in the areas of infections, metabolic disorders like diabetes, inflammation, respiratory, obesity & cancer. Most of these companies have increased their R&D spending to over 5% of their respective sales turnovers. There is notable success from some Indian companies in out licensing new molecules in the asthma and diabetes segments to foreign companies. Introduction of Product Patent for Pharmaceuticals is an important feature for Indian Pharma R&D scenario. This has boosted the confidence of MNC Pharma companies in India where a number of western Pharma companies have already R&D collaborations with Indian Pharma companies in the field of NDDR. Some Indian companies have also got US-FDA approvals for their new molecules as Innovative New Drugs (lND).
Western Pharma companies have recognized the attractiveness of India as a R&D outsourcing destination due to low cost scientific manpower, excellent infrastructure, top quality with capability to conduct modern research under GLP, GCP guidelines. Many of them have set up independent R&D centres in India. Clinical Trials to establish safety and efficacy of drugs constitute nearly 70% of R&D costs. Considering the low cost of Research and Development in India, several MNC Pharma companies as well as global Clinical Research Organizations are increasingly making India a clinical research hub. In conclusion new drug discovery in India has made a promising start wherein at least five to six potential candidates in the areas of Malaria, Obesity, Cancer, Diabetes and Infections are likely to reach Phase II clinical trials. Contract Manufacturing Many global pharmaceutical majors are looking to outsource manufacturing from Indian companies, which enjoy much lower costs (both capital and recurring) than their western counterparts. Many Indian companies have made their plants cGMP compliant and India is also having the largest number of USFDA-approved plants outside USA. Indian companies are proving to be better at developing Active Pharmaceutical Ingredients (APIs) than their competitors from target markets and that too with non-infringing processes. Indian drugs are either entering in to strategic alliances with large generic companies in the world of off-patent molecules or entering in to contract manufacturing agreements with innovator companies for supplying complex under-patent molecules. Some of the companies like Dishman Pharma, Divis Labs and Matrix Labs have been undertaking contract jobs for MNCs in the US and Europe. Even Shasun Chemicals, Strides Arcolabs, Jubilant Organosys, Orchid Pharmaceuticals and many other large Indian companies started undertaking contract manufacturing of APIs as part of their additional revenue stream. Top MNCs like Pfizer, Merck, GSK, Sanofi Aventis, Novartis, Teva etc. are largely depending on Indian companies for many of their APIs and intermediates. International Co-operation/Export Promotion
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An important focus area for the Department of Pharmaceuticals is of promotion of Indian pharma exports.The Department participated in the following International Cooperation events during 2009-10:y
The fourth meeting of the India-EU Joint Working Group on Pharmaceuticals and Biotechnology was held in the month (September, 2009 at New Delhi under the Cochairmanship of Shri Arun Jha, Joint Secretary (Pharma).
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Participation in the BIO 2009, held in May, 2009 in USA. Participation in the India-USA HTCG, held in May, 2009 on the margins of BIO 2009.
Organization of Brand India -Indian Pharma Expo in Myanmar from 12-14 June, 2009.
Participation in the 45th Annual Meeting of the DIA, held in June 2009 in San Diego, USA.
Organization of India Pharma Summit 2009, on 30th September 2009 in Mumbai and celebration of India Day on 1st December, 2009 and CPhl 2009, held from 1st to 3rd December, 2009.
Participation in the US-India Bio Pharma and Healthcare Summit which was held in Boston on 14-15 May, 2009.
Visit of Nigerian delegation led by DG, National Agency for Food & Drug Administration & Control to India in connection with wrong labeling of generic drugs as being of Indian origin even while not being actually made in India.
Department of Pharmaceuticals also provided financial assistance for following activities, for promotion and development of the sector:
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Publishing of advertisement in Kazakh journal "Ghazab Hindustan" for promotion of Indian Pharma products in Kazakhstan.
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Conducting of Pre-feasibility study for development of a Greenfield Project for Medical Devices Cluster in Gujarat and a Brownfield Project for Bulk Drugs Cluster in Andhra Pradesh.
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Presentation of Patent Awards on the eve of Indo-Africa Pharma Business Meet. Preparation of Film on Pharma Industry in India.
Major Pharmaceutical Public Sector Undertakings

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Indian Drugs & Pharmaceuticals Limited (IDPL) Hindustan Antibiotics Limited (HAL) Bengal Chemicals & Pharmaceuticals Limited (BCPL) Rajasthan Drugs and Pharmaceuticals Ltd. (RDPL) Karnataka Antibiotics & Pharmaceuticals Ltd. (KAPL)
Major Pharmaceuticals Industries in India

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Aurobindo Pharma Ltd Aventis Pharma Ltd Cadila Pharmaceuticals Ltd Cipla Ltd Dabur Pharma Ltd Dey's Medical Stores Mfg. Ltd Dr. Reddy's Laboratories Ltd Elder Pharmaceuticals Ltd Glenmark Pharmaceuticals Ltd Glaxo SmithKline Pharmaceuticals Ltd Lupin Ltd Merck Ltd, India Piramal Health Care Novartis India Pfizer Ltd Ranbaxy Laboratories Ltd Wockhardt Limited Wyeth Laboratories Ltd
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India offers World Class Medical Facilities, comparable with any of the western countries. India has state of the art Hospitals and the best qualified doctors. With the best infrastructure, the best possible Medical facilities, accompanied with the most competitive prices, you can get the treatment done in India at the lowest charges. THE most recent trend in privatisation of health services is medical tourism, which is gaining prominence in developing countries. Globalisation has promoted a consumerist culture, thereby promoting goods and services that can feed the aspirations arising from this culture. This has had its effect in the health sector too, with the emergence of a private sector that thrives by servicing a small percentage of the population that has the ability to "buy" medical care at the rates at which the "high end" of the private medical sector provides such care. This has changed the character of the medical care sector, with the entry of the corporate sector. Corporate run institutions are seized with the necessity to maximise profits and expand their coverage. These objectives face a constraint in the form of the relatively small size of the population in developing countries that can afford services offered by such institutions. In this background, corporate interests in the Medical Care sector are looking for opportunities that go beyond the limited domestic "market" for high cost medical care. This is the genesis of the "medical tourism" industry.
Medical Tourism As An Industry Medical tourism can be broadly defined as provision of 'cost effective' private medical care in collaboration with the tourism industry for patients needing surgical and other forms of specialized treatment. This process is being facilitated by the corporate sector involved in medical care as well as the tourism industry - both private and public. In many developing countries it is being actively promoted by the government's official policy. India's National Health policy 2002, for example, says: "To capitalise on the comparative cost advantage enjoyed by domestic health facilities in the secondary and tertiary sector, the policy will encourage the supply of services to patients of foreign origin on payment. The rendering of such services on payment in foreign exchange will be treated as 'deemed exports' and will be made eligible for all fiscal incentives extended to export earnings". The formulation draws from recommendations that the corporate sector has been making in India and specifically from the "Policy Framework for Reforms in Health Care",
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drafted by the prime minister's Advisory Council on Trade and Industry, headed by Mukesh Ambani and Kumaramangalam Birla.
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CHAPTER 9
COMPETITOR ANALYSIS
y SWOT ANALYSIS OF PATANJALI YOGPEETH y SWOT ANALYSIS OF INDIAN PHARMA SECTOR
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SWOT ANALYSIS OF PATANJALI YOGPEETH

STREANGTH OF PATANJALI YOGPEETH Effective medicine of ayurved It is all about economically processing organic farm produce into daily use consumables ranging from Ayurvedic health supplements to Foods and cosmetics and then supplying them largely to the urban world. The produce will be picked up right from the farms, thereby increasing the effective income of the farmers. The health based products will then be made available to a large population in the urban areas that is reeling under the scourge of polluted food items and artificial drinks that make them vulnerable to a variety of cronic diseases. And all this at a cost that is unmatched in the market. The consequential benefits are no less crucial to the mankind. Backed by a robust preaching and promotion on the popular Astha channel by the world renouned Yog Guru Swami Ramdevji and an international authority on Ayurved and traditional herbs Acharya Balkrishanji, it is all about reinventing our traditional knowledge of Yog and Ayurved, rejuvenation of rural economy,arrest of the flight of rural job seekers to the more demeaning urban slums, strengthening the health grid of the nation and the world, mending the environmental imbalanceand finally fighting the tirade of western culture on Indian panorama.
. PATANJALI AYURVED Ltd is a company that functions like all other companies under the regulations of the company law affairs, yet is constantly striving for nation building more than the profit accumulation. At microlevel the challenge is no less herculean. Along with PRANAYAM,the wisdom of our ancient sages,the organic food products and herbal medicines churned out of this unit ,undertake to fight out the dreaded and incurable diseases like CANCER and AIDS. Claim for having found a lasting cure for many other relatively more rampant but equally tormenting diseases like Diabties, Artharitis and Thyroid is already established with thousands of patients cured with satisfaction. Superior quality of our products at a fair price is not the only concern that we have. Getting our patients rid of their diseases is again too limited a goal for us to seek. A holistic approach to improvement in the quality of life of all beings, world over ,is the purpose behind our
being. Getting rid the food we consume of the pollutants in the form of poisonous pesticides and chemical fertilizers that our farmers use, is a goal that we strive to achieve by providing our people the eatables that are cultivated in organic and natural manures and pest repellents O.P.D. - Ayurveda Yogic & Ayurvedic Consultancy through FAX, MAIL & PHONEs Pathology Lab. & Research Centre Imaging & Research Centre Cardiology Lab. & Research Centre Panchkarma Clinic & Research Centre Shatkarma Clinic & Research Centre Surgical Clinic & Research Centre Ophthamology Clinic & Research Centre Dental Clinic & Research Centre O.P.D.- Yoga/ Yoga Classes Yajna/ Zadi Buti Chikitsa Baba Ram Dev or more commonly known as Swami Ramdev is a world renowned Yoga guru, who has revolutionized the world with his tremendous approach towards Yoga. He is a popular face amongst famous personality in Indian Subcontinent. The popularity of Baba cam into limelight in early years of 21 st century has he taught people with is command over Yoga and pranayam. He is one of the most popular faces as he is also a social activist and speaks on issues like medical conditions, and very latest on the corruption issue and black money. His actual name is Ram Krishan Yadav . He was born in Ali Saiyad Pur Village Od district Mahendergarh, Haryana. As a child he was very much influenced by the principle of Shubhash Chandra Bose and Ram Prasad Bismil. He was a bold youth and never backed on from his principles. He also influenced many people to fight against in justice and corruption.
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At preset he is also fighting against corruption and black money issues and wants amendments accordingly in law. He along with his many companions especially Acharya Bal krishan captured heart of Indian and Formed a Trust that at present is operating from Hardwar as Patanjali Yog Peeth. A big set up was established under Patanjali Yog peeth. It was inaugurated by the then Vice president Of India Shri Bhairon Singh Shekhawat. This Institution was responsible to running a research based program on Ayurveda as well as yoga. Many doctors and scientist are involved in the institution making it a great success. As per the part of the research documentation of various medicines effect on different diseases are also seen. Many people have got benefit from his medicines and yoga treatments. Ayurveda has long been a great medicine with amazing healing powers. Baba Ramdev popular for his efforts to popularize yoga practices has also found centers which offer Ayurvedic treatments for various health related issues.Baba Ramdev Ayurvedic medicine offers relief for various complications with general health, digestion problems, kidney stones and piles which are usually hard to treat. Swami Ramdev Medicine is based on the power of herbal products and is available usually as powdered packets sold by Divya Yoga Mandir Trust founded by Baba Ramdev himself. Baba Ramdev medicine as these products are popularly known work amazingly well for day to day problems like fatigue, stress, tooth related problems, gas in the stomach and constipation. Baba Ramdev Ayurvedic medicine like Divya Giloi Sat is effective against more serious diseases and complications like swine flu, bird flu, pyrexia and diabetes. YOGA CAMP Efforts made by Patanjali Yogpeeth has now led to the wider acceptance of yoga as countless people realized that their serious ailments were getting cured with the practice of Pranayam. Today people of every age, segment, caste and religion have made yoga part of their daily routine. Indeed it is an incredible phenomenon when people from all walks of life have accepted culture and tradition of yoga. It is also true that untill yoga is fully backed by clinically controlled trial, some selfish, prejudiced people will continue to indulge in the politics of allegations and counter allegations. However, such controversies indirectly help in promoting yoga. Whatever experiments we have done so far, prove that yoga can be a solution for all the problems of the world. Experiments, results, analysis, and preseverence
constitute the process of reaching the truth. We are committed to establish yoga and Ayurveda on international platform as an evidencebased part of medical science. Besides commoners, senior politicians, administrators, senior judges, media and management professionals have learned yoga directly from Swami Ramdevji Maharaj. Many states have made yoga education compulsory in schools. Defence personnel, police officers, and others from related fields have learnt Pranayam and are making efforts to introduce it in their system. Swamiji has been instrumental in integrating worlds spiritual and virtuous strengths. An ambitious plan is being implemented to give yoga an international platform. Trained yoga teachers of Patanjali Yogpeeth are giving free yoga education in several countries including UK and USA. In almost every district of India, Patanjali yoga training committees have been formed and are working with complete dedication and devotion. Around five to 10 lakh main and assistant yoga teachers will be ready to take charge by the end of 2007 and 2008. We can together achieve the goal of building a healthy India and world. Daily practice of yoga not only gives good health but also develops healthy thoughts, attitude, positive mind and develops good qualities. We believe that very soon yoga would become a part of international culture and the whole world will accept Indian philosophy of life supported by scientific evidence. We Indians should take pride in the fact that wider acceptance of yoga will also pave the way to world peace and welfare. yoga will help in creating a healthy, sensitive society, nation and world. A healthy and sensitive mind and body will be free from all kinds of violence, casteism, regionalism, communal differences and gradually there shall be more of harmony, love, peace, humanism, sense of service, empathy and tolerance in this world. There will be heaven on earth. The integration of science with spiritualism will reduce the negative impact of development. Swamiji is carrying on his yoga revolution guided by the principle of Sarvey Bhavantu Sukhinah Sarvey Santu Niramaya that is may everyone be happy and disease-free. Nobody should feel insecure or be poor. Swamiji is executing this mission through yoga camps, so far more than hundred camps have been organized in India and abroad. The main objective of these camps is to make the whole mankind healthy, free of pain, suffering and diseases. Swamiji has a dream that of seeing to see India regaining its old status of a world mentor and to guide people in recognizing their ultimate goal and in realizing their full potential. There is nothing human in conquering the world with muscle and money power. The main thought behind the concept of a world mentor is that India should continue its work
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to propagate human values and should lead and protect the people who are oppressed and suffering because of all sorts of reasons.
RESEARCH AND DEVALOPMENT CENTRE In the last four years Divya Yog Mandir (Trust)- Patanjali Yogpeeth, Haridwar initiated scientific research on Yoga with a special emphasis on Pranayam as taught by H.H. Swami Ramdevji. This research effort culminated in a book Yoga In Synergy With Medical Science authored by Pujya Acharya Balkrishnakji. (Divya Prakashan, Divya Yog Mandir, Trust, Haridwar, India, 2007). The research is detailed in Chapters 5 and 6. 1. The first set of studies were conducted in a series of Residential Camps at Patanjali Yogpeeth, Haridwar. The participants were patients with a wide range of illnesses, specially targeting (i) obesity, (ii) diabetes, and (iii) hypertension. Medical professionals from national and state government medical institutions were involved in these trials which may be described as prospective non-controlled trials. To offset the disadvantage of having no control group the trials included large numbers of participants, of both sexes, and varying ages ranging between 1304 and 1868. Many of the variables (such as pulmonary function tests, blood pressure levels, serum lipid profile, electrocardiogram abnormalities) studied have been reported in earlier trials investigating the effects of Yoga. However an interesting feature of these trials is that results were presented in terms of number of persons who showed an improvement/ who worsened/ or who showed no change. Given the large numbers of participants this is an interesting innovation in approaching prepost intervention analysis. Most of the variables did show that patients shifted towards improvement following Yoga. The book also presents a brief discussion on the possible mechanisms underlying the improvement. 2. Another trial was conducted on 128 out-patients department patients who presented with osteoporosis or osteopenia. Assessments were pre-post 40 days of Yoga. This was a prospective, non-controlled, longitudinal trial. Bone mineral density was found to improve after Yoga.
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3. Yoga for sports participants was the third study, carried out on team members of the football team who later played for the World Cup. The physical fitness and exercise performance were assessed with standard variables at the beginning and end of a7-day intensive Yoga training. The results suggested that the training was beneficial and improved various aspects of physical fitness and exercise performance. 4. A separate set of studies were conducted in the United Kingdom (the U.K.) which looked at the effect of Yoga for the most prevalent problems there, such as obesity, hypertension, heart disease, among others. This prevalence was mainly true for specific sub-categories of the Indian immigrant population. Here also, prospective, short-duration, intensive, non-controlled trials showed that Yoga practice was clinically useful. 5. A controlled trial was conducted on 119 participants in a 10-day Yoga Camp, with a follow-up after 3 months. This trial was conducted with Swami Vivekananda Yoga Research Foundation, Bangalore; Sanjay Gandhi Medical Institute, Lucknow, and Sahara India Medical Institute, Lucknow. Participants were assigned to two groups by the experimenter: Yoga and non-Yoga, control. The variables studied included hormones (e.g., cortisol, endorphins, prolactin); body mass index, polygraph recordings of the heart rate, breath rate, stress indicators (such as skin resistance and cutaneous blood flow), as well as performance in tasks for attention, concentration, and muscle fatigue. These data were amenable to statistical analysis and the results are presented in detail (pages 172-196). The short term (10 days) and 3 month followup showed various neuroendocrine, autonomic, and performance-related benefits of Yoga. 6. A large scale survey was conducted on 84,663 people from across the sub-continent to assess their attitudes towards various aspects of lifestyle and Yoga. It was of great interest to note that the sample was variegated and representative, including almost comparable numbers of people of both genders. Different age groups, levels of education, occupations, and economic status, as well as their residence in urban or rural areas. This was important to note as this was not a systematic randomized selection; nonetheless it appeared adequately representative. A surprisingly large number of participants mentioned that they were regularly practicing Yoga (81.9%).
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This large scale survey also examined the time of the day people were most likely to practice Yoga , the conditions which improved the most and other interesting facts (e.g., a shift in attitude with better respect for older people after practicing Yoga ) or a greater likelihood of stopping the consumption of fast food). Approximately 83 percent reported that they believed that Patanjali Yogpeeth had played a definite role in establishing Yoga as a science. Finally, Chapter 8 has a vast number of detailed testimonials from people who have benefited from Yoga practice as taught by Swami Ramdevji, most often in the Yoga Camps. These cover widely differing conditions and include cancer, degenerative disorders, as well as the to-be-expected conditions such as obesity. In the last four years Divya Yog Mandir (Trust)- Patanjali Yogpeeth, Haridwar initiated scientific research on Yoga with a special emphasis on Pranayam as taught by H.H. Swami Ramdevji. In respect of various diseases, which are considered incurable in the modern medical system, the ancient sages had prescribed successful treatment. In line with the treatment of those sages, deep study of the classics and with the grace of God, works related to upliftment, development and research in the field of Ayurveda, have been undertaken with full dedication by the Brahmakalpa Chikitsalaya governed by Divya Yog Mandir Trust (SIROs). Ayurvedic treatment and research work is being carried on under the supervision of Acharya Balkrishna. In the Brahmakalpa Chikitsalaya various open level clinical research projects were undertaken to evaluate the beneficial effects of combination of classical and proprietary ayurvedic drugs along with development and improvement of new scientifically evaluated drugs i.e.; 1. Research project on Formulation and process development of proprietary ayurvedic medicine for various ailments as compared to existing therapies. 2. Clinical evaluation of subjects suffering with ailments of digestive system. 3. Clinical evaluation of subjects suffering with ailments of hepato-biliary system. 4. Clinical evaluation of anti-diabetic combination suffering with Non-Insulin Dependent Diabetes Mellitus (NIDDM). 5. Clinical evaluation of subjects suffering with disorders of cardiovascular system. 6. Clinical evaluation of subjects suffering with Rheumatoid Arthritis (RA). 7. Clinical evaluation of subjects suffering with Chronic Renal Failure (CRF).
8. Clinical Study on An ayurvedic formulation use on asthmatics patients". 9. Clinical Study on An ayurvedic formulation use on Muscular Dystrophy (DMD) Patients". 10. Effect of Mukta Vati on patients of Hypertention (HTN). 11. Clinical evaluation of paralysis patients. 12. Effect of an ayurvedic combination on patients of migraine (Ardhavbhedak). 13. Effect of an ayurvedic combination on patients of epilepsy (Apasmar). Outcomes of there research activities were published in previous issues of monthly research journal/ magazine Yoga Sandesh Divya Yog Mandir (Trust), started Brahamkalp Chikitsalaya at Kripalu Bagh Ashram, Kankhal in 1995 where patients suffering from various diseases were cured using Ayurvedic medicines and practices of Yoga. Need was felt to provide quality Ayurvedic medicines to the patients to seek optimum results as results of Ayurvedic treatment are directly proportional to the quality of prepared medicines. Hence a small scale manufacturing unit of Ayurvedic medicines was established in the campus of Kripalu Bagh Ashram, Kankhal. This was the beginning of Divya Aushadhi Nirmanshala (Divya Pharmacy), which was totally based on traditional methods. Divya Pharmacy has had the exalted vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind this haloed and revered, Indian system of medicine by exploring and selecting indigenous herbs, ancient Ayurvedic literatures and subjecting the formulations to modern pharmacological, toxicological safety tests and clinical trials to create new drugs and therapies. Divya Pharmacy tries that medicines should possibly be available to common man at the minimum cost price. In the year 2002-03, modernization of the pharmacy has been done. A new expanded unit of the pharmacy has been established well equipped with machines based on modern techniques. PLC controlled herbal extraction plant commissioned in the pharmacy is used for extracting from the various parts of the medicinal plant like the leaves, The salient feature of this plant is the production of medicine using latest SCADA technology under controlled
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environmental conditions of temperature and pressure. The extract concentration is achieved under vacuum drying preserving the maximum valued contents of the herbs. Quality of the medicines so produced is of the highest level. This unit has the capacity of extracting from 10,000 kgs. of raw herbs. The desired fluid component is added to this extract in the process of making the medicines. For the manufacturing processes in Divya Pharmacy automatic high speed spray drier unit, for quick liquification a fluid wed processor, tablet compressing device with the capacity for preparing one lac tablet per hour, high speed auto-coater for coating the tablets, high speed mixer-grinder, fluid wed driers and cleaning, crossing & pulverizing units have been established. In the modern packing section of Divya Pharmacy PLC controlled packing equipment having the capacity of 300 volts per minute with automatic blister packing equipment have been installed. A utility center has been set up in this production unit which has two 500 KVA generators, softners & cooling towers including boilers & air compressors having the capacity to produce 300 ton steam. As a result of this Divya Pharmacy has become the first medicine manufacturing unit of Uttarakhand to get ISO-9001 and WHO-GMP certifications. In the Pharmacy the international standards like Good Manufacturing Practices(GMP), Good Packaging Practices(GPP), Good Agricultural Practices(GAP) and Good Harvesting Practices(GHP) are being strictly followed. BABA RAMDEV In his yoga camps, attended by thousands of participants from all parts of the country, he emphasizes on doing eight Pranayamas (1.bhastrika 2. kapalabhati, 3. bahya/ agnisara, 4. ujjayi, 5. anulomaviloma, 6. bhramari, 7. udgitha, 8.pranava), some suksma (light) vyayamas; and some specific asanas for various ailments, as also some simple home remedies and ayurvedic medicines. Within a short span of time the results of yoga and ayurvedic therapy have not only been encouraging but also astounding. People have taken to yoga in a big way; they are doing it under the guidance of yoga teachers trained and certified by Swamiji's Patanjali Yogpeeth, and watching and following it on various Indian TV channels, like AASTHA, ZEETV, STAR, SAHARA etc. People are
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learning yoga from the CDs, DVDs, audio-video cassettes prepared by the yogpeeth, Swamiji has tried to explain the Yogasutras of Patanjali in simple Hindi in his bookYogadarsana. While yoga will take care of physical, mental and spiritual health, the downslide, in social, political and economic system of the country will be salvaged only through the patriotic zeal, fearlessness and strong character, of which he himself is a living example. Recently he has launched Bharat Swabhiman Movement which encompasses all the ground realities of the Indian social, political and economic scene. He has given a clarion call to the people to come forward and save the country and the democracy. He wants to see an addiction-free, vegetarian, corruption-free India , proud of its swadeshi products. His mind may be soaring in the ethereal spheres of spiritualism, but his feet are firmly planted on earth where he is very much alive to the mundane concerns such as treatment/ enrichment of soil, cow breeding/cow protection, cleaning the Ganga etc. For his epoch-making work various honours/ honorary doctorates by universities have been conferred on him in India and abroad. On the invitation of Secretary General of U.N.O., Swamiji has led the stand up programme to pass resolution against poverty eradication from the whole world, at United Nation Organisation's head-quarter in New York , on 15 october 2006. Contemporary life and fame He shot into prominence when he started the Divya Yog Mandir Trust with the company of Acharya Bal Krishna. In 2003, Aastha TV began featuring him in its morning yoga slot. Within a few years, he had gathered a huge following. He is known for his efforts of popularizing yoga. The New York Times called him "an Indian, who built Yoga Empire, a product and symbol of the New India, a yogic fusion of Richard Simmons, Dr. Oz and Oprah Winfrey, irrepressible and bursting with Vedic wisdom". His yog-camps are attended by a large number of people in India and abroad. Swami Baba Ramdev is a famous, young, Indian yoga master who has raised a number of political, social and economic issues through his teachings, which are focused around the ancient physical art of yoga. Most of the issues raised by him demand a drastic change in the governance policies of India. Reportedly, Swami Ramdev has five goals for India governmental reform. Ramdev has founded yoga camps that are devoted to more than physical exertions. Swami Ramdev speaks to issues regarding nutrition as well and advocates that people give up drinking cold drinks and focus on tea and Indian fruit juices. One of Ramdev's popular
phrases regarding these beliefs is "Cold Drinks means Toilet Cleaner." Swami Ramdev also has campaigned (as have others) against modern western farming with its use of pesticides and has spoken out against India's many "illegal" small mines. Perhaps most controversial are Ramdev's viewpoints on Indian government corruption from the standpoint of finances and "black money." Swami Ramdev wants to do away with Rs. 500 and Rs. 1000 currency notes and wants the Indian government to accept the United Nations Convention against Corruption. Swami Ramdev wants more supervision over Indian tax havens, more supervision of people's debit and credit cards and termination of Indian governmental relationships with any country seen as a tax haven country. Swami Ramdev also wants to hang Indian legislators that are involved in proven corruption. Swami Ramdev was involved in a protest against corruption in June of 2011 that was forcibly broken up by the government. Ramdev was moved outside Delhi and prohibited from entering the city for two weeks. After his removal, Swami Ramdev reportedly said he would continue to fast and to protest against government corruption. Swami Ramdev claims he has received death threats as a result of his activities. Swami Ramdev was born as Ram Krishna Yadav in the Haryana state of India. Swami Ramdev apparently was influenced by the autobiography of Ram Prasad 'Bismil', claiming he was "totally cleansed." As a teenager, Swami Ramdev joined Aarsh (Arya) Gurukul, Khanpur and studied Sanskrit and Yoga under Achary Pradumn. Eventually Swami Ramdev entered the Sanyas , became known as Swami Ramdev and began offering yoga services to in the Kalva Gurukul of Jind district. For a while, Swami Ramdev went to the caves of Himalaya to practice meditation in solitude. Leaving the Himalaya's, Swami Ramdev began the Divya Yog Mandir Trust and eventually created a morning TV program for yoga. Swami Ramdev was such a success that he was even written about internationally with such publications as The New York Times calling him "an Indian, who built Yoga Empire, a product and symbol of the New India, a yogic fusion of Richard Simmons, Dr. Oz and Oprah Winfrey, irrepressible and bursting with Vedic wisdom. Swami Ramdev began to found yoga-camps that became popular as well. Ramdev's Yog Sandesh journal is reportedly published in 11 languages and reaches more than one million readers. Later Swami Ramdev bought a Scottish Island for a wellness retreat. Ramdev has also lately expanded into politics, campaigning against corruption in the Indian government.
Swami Ramdev claims however to have no urge for elected office or even to start a political party. Ramdev spent many years undertaking an study of ancient Indian scriptures. At the same time, he also practiced intense self-discipline and meditation. In 1995, Ramdev established Divya Yoga Mandir Trust with Acharya Karamveer and Acharya Balkrishna. Acharya Karmaveer is well-versed in Yoga and Veda while Acharya Balkrishna is a physician with a degree in Ayurveda. He has also founded the Patanjali Yogpeeth Trust, an institution for treatment and research in Yoga and Ayurveda, in Haridwar. The trust provides several free services to all visitors. Ramdev has taught several aspects of traditional Indian scriptures such as As htadhyayee, Mahabhashya and Upanishads along with six systems of Indian Philosophy in various Gurukuls. He has helped establish Gurukuls in Kishangarh, Ghashera, and Mahendragarh in India.
WIDE RANGE OF PRODUCTS Divya Amla Churna for Eyes, Digestion and General Health Amla or amalaki (Phyllanthus emblica) is full of medicinal actions and is considered as one of the richest possible natural source of vitamin 'C' or ascorbic acid. It also contains many necessary elements for keeping our body healthy and anti to germs and infections.
Divya Arshakalp Vati for Piles * It helps in curing all types of piles like bleeding piles as well as dry piles * Helps in relieving complications like pain, burning sensation, itching and colic pain. * Helps in treating fistula-in-ano if taken regularly.
Divya Ashmarihar Ras for Kidney Stones # It is in powder form &, is diuretic; # It helps in dissolving deposited calculi & takes it out from the body # It helps in relieving from complications like pains caused by it;
# Helps in removing edema & pain of kidney; stops the tendency of stone formation.
Divya Ashwagandha Churna for Stress, Fatigue and General Health # Ashwagandha (Indian ginseng) has many important benefits, but is best known for its commanding adaptogenic properties, meaning that it helps mind and body become accustomed better to stress. # It nourishes the nerves and perks up nerve function to help you uphold calm during stressful situations. # It is also good for people who do physical labor or work out a lot, to help the body get used to to physical stress.
Divya Chandraprabha Vati for Urinary Disease # Chandraprabha Vati is Very famous & useful medicine for the diseases relating to urinary tract & uterus as well as seminal disorders. # Cures mutra-kricchra (dysuria) that is being caused by prostate enlargement, suppression of urination, joint pains, arthritis, cervical sciatica, weakness, stone in urinary tract, all types of prameha (obstinate urinary diseases including diabetes), bhagandara (fistula-in-ano), -bleepenlargement, anemia, kamala (serious type of jaundice), piles & lumbar pain; promotes fluid and nourishment in the body. # Promotes strength, sustenance & luster, produces gradual & enduring effect in prameha (obstinate urinary disorders including diabetes) & complications arising out of it; cures seminal disorders caused by gonorrhea and syphilis.
Divya Churna for Constipation # It helps in curing constipation & takes out the faeces adhered in the intestines; activates intestines, so the internal layer of intestines does not allow the faeces to adhere there again. # It helps in total evacuation of stomach; removes disappointment & makes the body active.
Divya Dant Manjan Tooth Powder # Helps in Strengthens the gums, as a result of which discharge of pus mixed with blood gets
stopped; # Takes away food-particles from teeth; # Helps in removing foul smell of the mouth, # Makes salivary gland fit for doing its work properly.
Divya Gashar Churna for Removal of Gas * Divya Gashar Churna helps in digesting the food, so there is no incidence of gas & acidity, etc., caused by indigestion. * Divya Gashar Churna immediately cures feeling of heaviness of abdomen, flatulence, colic pain and anorexia after food. * Divya Gashar Churna (powder) keeps away the gas of abdomen.
Divya Hridayamrita Vati for Heart Disease # It helps in strengthening the heart, # Helps in removing blockage of the arteries of the heart & controls high cholesterol; # It Instantaneously relieves the common occurrence of angina pain; # Activates the inactive capillaries of the heart; promotes its work-capacity, and removes uneasiness & palpitation.
Divya Kanti Lep for Increasing Skin Splendour * Divya Kanti Lep Instantaneously cures skin-disorders, viz. pimples, acne, wrinkles on face, loss of shining & luster, darkness, etc. * Divya Kanti Lep Application of this paste absorbs all the complaints of the skin, as a result of which the skin again becomes healthy; the natural beauty of the face reappears; it also promotes splendor, shining & luster on the face.
Divya Kayakalp Tail Oil for Skin Problems, Cracks and Burns * Divya Kayakalp Tail Quickly curses all types of skin-disease, like ring-worm (dadru), itching, eczema, leucoderma, psoriasis, urticaria, freckles, skin allergy & sun-burning. * Divya Kayakalp Tail Gives quick relief in cracks of hands & feet, burns, cuts & wounds.
This oil is extremely useful & beneficial, so it should always be kept in each & every home.
Divya Kayakalp Vati for Skin Disease, Acne and Pimples * Divya Kayakalp Vati Purifies blood, so cures all types of skin-diseases successfully. * Divya Kayakalp Vati Removes acne, pimples, dark spot on checks & spots on the face. * Divya Kayakalp Vati Cures all types of chronic & complicated ring-worms (dadru), itches, pruritus & eczema instantaneously. It is a complete cure for leucoderma & psoriasis as well.
Divya Kesh Tail Hair Oil for Hair Loss, Dandruff and Headache * Divya Kesh Tail is like nectar for your hair; it cures untimely hair fall, dandruff, alopecia, premature graying of hair, etc. By applying this oil, hair becomes healthy & luxurious. * As Divya Kesh Tail is prepared with many celestial herbs, it also strengthens your eyes & brain, as well as cools the brain. * Divya Kesh Tail is also useful in headache & different types of head-diseases.
Divya Madhu Nashini Vati for Diabeties # Divya Madhu Nashini Vati Activates the pancreas and helps it to secrete a balanced quantity of Insulin, through which extra Glucose gets converted into Glycogen. # Divya Madhu Nashini Vati Removes weakness & irritation, as well as increases the capacity of the brain by making it strong. # Divya Madhu Nashini Vati Cures the numbness of hands & feet and makes the nervous system strong.
Divya Madhukalp Vati for Diabetes # Divya Madhukalp Vati Activates the pancreas and helps it to secrete a balanced quantity of Insulin, through which extra Glucose gets converted into Glycogen. # Divya Madhukalp Vati Removes weakness & irritation, as well as increases the capacity of the brain by making it strong. # Divya Madhukalp Vati Cures the numbness of hands & feet and makes the nervous system strong.
Divya Medha Kwath for Headache and Memory Enhancement * Divya Medha Kwath Cures chronic headache, migraine, sleeplessness or loss of sleep, negativity and depression. * Divya Medha Kwath Cures uneasiness. * Divya Medha Kwath Promotes memory.
Divya Medha Vati for Memory Loss and Improving Intelligence # Divya Medha Vati Cures different types of mental disorders, like loss of memory, headache, insomnia, irritative temperament, epileptic fits. # Divya Medha Vati Cools down the brain. # Divya Medha Vati Cures excessive dreams, depression due to negative thinking, and uneasyness. # Divya Medha Vati Very useful in loss of memory in old persons, or for those who forget things all of sudden.
Divya Medohar Vati for Weight Loss # Divya Medohar Vati first removes disorders of the digestive system and then reduces the extra fat in thebody, making the body beautiful, compact, lustreful & active. # Divya Medohar Vati Especially useful in thyroid disorders (hypo & hyper thyroid), rheumatic arthritis, joint pains, pain in lumbar region and knee, joints.
Divya Mukta Vati for High Blood Pressure # Divya Medohar Vati Absolutely free from side effects. # Divya Medohar Vati Cures high blood pressure caused by any cause, either by kidney disorder, heart disease or by increased cholesterol, anxiety, tension, or for inherited reasons. # Divya Medohar Vati Also cures linked complications like insomnia, feeling of nervousness, palpitation, pain in the chest and head. There is no need to take any extra medicine for the relief of these complications. Intake of this 'Mukta Vati' will not produce excessive sleep in persons who by now have normal sleep.
Divya Peya Herbal Tea # Divya Peya is An Ayurvedic drink, free from alcohol, having sweet taste & the best substitute for tea. # It Promotes immunity in the body, so protects the attack of kaphaja diseases # If by somehow there is an attack of kaphaja disease, patient gets immediate relief by its use. # Stimulates power of digestion; strengthens body & brain, makes the brain tranquil; controls cholesterol & protects from heart-disease.
Divya Pidantak Ras for Joint Pain and Arthritis * Useful in joint pain, arthritis, lumbar pain, cervical spondylitis, sciatica; gives immediate & permanent relief in all types of bodily pains.
Divya Pidantak Tail Massage Oil for Joint Pain and Arthritis * Divya Pidantak Tail Immediately relieves joint pain, pain of lumbar region and knee-joints, cervical spondylitis, slip disk, trauma & different types of pain, oedema & inflammation.
Divya Sanjivani Vati for Cold, Fever and Flu * Divya Sanjivani Vati is the perfect medicine to combat cold, fever and flu. It helps strengthen the immune system so that there will be no recurrence of the sickness.
Divya Shilajeet Rasayan Vati for Impotency * Divya Shilajeet Rasayan Vati Produces positive effect on vatavahini nadi (nervous system), kidneys and channels which carry virya (semen). * Divya Shilajeet Rasayan Vati Vayu-alleviating, promoter of strength and the quantity of semen (spermatopoetic). * Divya Shilajeet Rasayan Vati Particularly useful in night fall swapnadosha, prameha (obstinate urinary disorders including diabetes) and leucorrhoea.
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Divya Shilajeet Sat for Gout and Weak Immune System * Divya Shilajeet Sat Cures gout , cervical spondylitis, sciatica, pain in the lumbar region & knee joints, parkinson, joint pain & all other types of pain; * Divya Shilajeet Sat Very effective remedy for cold, cough, rhinitis, coryza, asthma (dyspnoea), bronchitis, weakness of lungs , tuberculosis, weakness of bones, general weakness, seminal diseases, diabetes, etc. Promotes immunity power, can be taken by all, i.e. men, women and even children, to cure diseases.
Divya Singhnaad Guggulu for Rheumatism # Guggulu is the oleogum resin from a small tree (Commiphora Mukul) which grows in the Himalayas of northwestern India. It has anti-inflammatory and lipid-lowering properties. It also helps remove fat, excess fluids and ama from the body, and penetrates deep into the tissues. # Singhnaad Guggulu is used to address rheumatic conditions. According to Ayurveda, rheumatism is viewed as the body's inflammatory reaction to an excessive amount of toxins in the system. Singhnaad Guggulu combines the potent cleansing ingredients of castor oil and triphala, which remove toxins from the joints and blood. In addition, it contains antiinflammatory agents, such as Guggulu, that work to calm and sooth painful and swollen joints. This formula serves to rejuvenate the body and improve digestion, thus minimizing further production of toxins and rheumatic symptoms.
Divya Stri Rasayan Vati for Menstruation * Divya Stri Rasayan Vati Cures all types of diseases of woman viz., leucorrhoea, menorrhagia, irregularity in menstruation, pain in lower abdomen or lumbar region; * Divya Stri Rasayan Vati Very useful in excessive bleeding during menstruation; cures all types of female diseases if taken regularly for some time; * Divya Stri Rasayan Vati Useful in curing wrinkles on the face, dark circles below eyes, feeling of exhaustion in the body & laziness.
Divya Swasari Ras for Lung Problems, Bronchitis and Asthma
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* Intake of this medicine makes the cells of the lungs more active, and removes the inflammation of bronchioles & bronchi. So lungs become capable to take more oxygen & patient gets rid of chronic diseases like bronchitis; * An expectorant by the intake of which phlegm adhered in lungs comes out easily and there is no further formation of phlegm; * Promotes the immune power of lungs, and cures cough, coryza, cold, asthma, sneezing, heaviness in the head and sinusitis; * An excellent tonic for lungs to nourish them.
Divya Triphala Churna for Rejuvination and Detoxification # Divya Triphala Churna detoxifies and rejuvenates your body. It gently cleanses & detoxifies the system while simultaneously replenishing & nourishing it, this formula supports the proper functions of the digestive, circulatory, respiratory & genitourinary systems. # Supports healthy digestion & absorption, gently maintains regularity. It is a natural antioxidant, and it assists natural internal cleansing. Triphala nourishes & rejuvenates the tissues.
Divya Triphala Guggulu for Joint Pain, Pile s and Weight Loss This classic Ayurvedic preparation combines the detoxifying and rejuvenating actions of triphala with the deeply penetrating and cleansing actions of guggulu. Triphala Guggulu effectively decongests the channels of the body and scrapes away toxins held within the tissues. It is particularly useful for weight management as it enkindles the digestive fire, promotes healthy metabolism and releases excess kapha from the system. Used preventatively, Triphala Guggulu minimizes the accumulation of toxins in the body, blood and joints by supporting proper digestion and elimination.
Divya Udaramrita Vati for Digestion and Stomache Problems * Divya Udaramrita Vati Cures all types of abdominal diseas * es including abdominal pain, suppression of the power of digestion, indigestion, liverdiseases (e.g. jaundice), anaemia, chronic fever, diarrhoea and constipation.
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Divya Udarkalp Churna for Indigestion and Constipation * Divya Udarkalp Churna is pitta alleviating, a mild purgative & non-evacing medicine. * Divya Udarkalp Churna Clears bowls and removes constipation; doesn't cause any type of burning or other complication in intestines. * Divya Udarkalp Churna Stimulates digestion & digests ama (undigested material caused by impaired digestion & metabolism).
Divya Vatari Churna for Arthritis * Divya Vatari Churna Very useful in all types of vata-roga (diseases caused by the aggravation of vayu-dosa and ama-vata) rheumatoid arthritis in which vayu gets agaravated due to the accumulation of ama or indigested product caused by the impaired digestion as well as metabolism, and causes pain in the joints of body. * Divya Vatari Churna It is anodyne and it cures ama-vata (rheumatoid arthritis), sciatica, pain in back as well as in lumbar region.
Divya Yauvanamrita Vati for Weak Bodies and Impotency # Divya Yauvanamrita Vati Exceedingly strength promoting & nourishing for persons whose body is exhausted & emaciated; and also useful for persons who are entering into old age. # Divya Yauvanamrita Vati Strengthens heart & brain, promotes sexual desire, and makes the body active. It is an aphrodisiac.
Divya Yograj Guggulu for Joint Pain Yograj Guggulu is a traditional formula designed to reduce excess vata in the system. It is particularly useful for accumulated vata in the joints and muscles, which may be indicated by cracking or popping of the joints, tics, spasms or tremors. Chronic accumulation may lead to such serious conditions as rheumatism and arthritis. In vata-type arthritis, the joints may feel cold to the touch and although not necessarily swollen, they may be dry and painful, especially upon movement. Yogaraj Guggulu contains a synergistic blend of detoxifying herbs, including Triphala, Chitrak and Vidanga that work in conjunction with guggulu to remove excess vata from the joints as well as the nerves and muscles.
WEAKNESS OF PATANJALI YOGPEETH
NOT ALL ARE BENEFITTED Despite technological advances in the natural health sciences include deaths before Baba Ramdev yoga asanas and medicines is really a strong rivalry of these clinical skills. Whether it's fat yoga asanas, or perhaps eliminating the alternative conditions Ramdev Yoga is known as Pranayama five product variants, as long as most health benefits to all great. These home treatments and yoga with Baba Ramdev actually seemed magical reliable natural development of human welfare. These include the presentation of an ideal solution for people relief, therapeutic treatment and see your specific fitness. Baba treatment plans based on natural herbs and were produced and ready to believe in health laboratories with the help of teachers and therefore useful targets are used throughout. Yoga can improve good option diseases of body and soul, mind and sympathy. Baba Ramdev Yoga health tips bright future for curing a number of problems similar to the psychological problems that may affect our lives, diabetes, muscular problems, tubbiness, kindness, while other things. Baba Ramdev Yoga is generally a contract to complete the vital organs in the body? Lead to self-development. This allows a holistic approach in which people improve their health and wellbeing during these requirements and abilities. With the help of various drugs, many old feel with the help of a herbal solution to be headache many health in the future. Baba Ramdev Ayurvedic and usually measures and proposals to use the deserved appreciation for the incredible efficiency pointed restore normal health. Baba Ramdev yoga postures, asanas, and includes most of the support people to overcome the conditions of a cost-effective method with zero lot ranges from Rs. Pranayama has proven to be a lot of yoga asanas and attain enlightenment notoriety from a series of health and personal welfare. Baba Ramdev one of the few people who saw the benefits of yoga for people to address their weaknesses. Baba Ramdev Yoga is available to 85 million people through DVDs, books, DVDs Aside from all over India and in a foreign country. Baba Ramdev yoga camp can be set for most of those costs absolutely free. Ramdev yoga, and various medications are available in abundance for all the great costs and no kinetic energy or even most of those available. Baba Ramdev television certainly good if one wants to understand the yoga asanas that give selling points of your overall health. Future Health Baba Ramdev advice helped
millions of people. It also offers a series of clean processes and people taking herbal herbs. In the treatment of diseases and conditions, these herbal remedies are undoubtedly natural and only has some side effects. Baba Ramdev with normal medications given to treat physical pain, the root of the blood, heart problems, headaches, pain, and combine a number of other conditions. Despite of all most of the patients still dont find any improvement in their conditions and had to still rely on the allopathic medicines. POLITICAL CONTRAVERCIES Act One involved the entreaties by Prime Minister Manmohan Singh and others in recent days for Baba Ramdev to call off the protest prior to his arrival in Delhi. Those served the useful purpose of outlining the issues involved, introducing the main characters, and foreshadowing the events to come. Now we are into Act Two: plot development. Here, the antagonists meet face-to-face then appear before the cameras to provide updates amid constant and breathless news coverage, heightening the anticipation as we move toward Saturdays demonstration. No one in the government expects Mr. Ramdev to quit right away. What play ends after just the second act? Kapil Sibal, who appears to have become the governments interlocutor forprominent hunger strikers who threaten to galvanize the masses, didnt even answer the question when he was asked whether he expected Saturdays strike to go ahead. Rather, his emphasis was on how much the government has listened toand empathizes withthe swamis thinking. Baba Ramdev raised a lot of significant national issues and we responded to them prima facie, Mr. Sibal told reporters. The government should not only consider the issues as serious but also move ahead in a positive way. He added that after two and a half hours of talking Wednesday, the dialogue will continue. This moved the plot forward nicely as well, by adding an element of doubt: Look audience, the government isnt the villain Baba Ramdev has scripted, or is it being villainous in its false reassurances? Baba Ramdevs response, while maintaining that the protest would go
ahead, also held out a tantalizing morsel that might turn out to be a crucial clue to developments later in the play: There has been consensus on some issues with the government but protest will continue till all issues are resolved. The governments actions yesterday also clearly show it has learned from the prequel to this drama: the Anna Hazare campaign that appeared to catch the Congress party off-guard. Back then, Mr. Hazares fast unto death was well underway before the government figured out how to respond. Then it quickly capitulatedin what appeared to be chiefly an effort to get Mr. Hazare to start eating againand readily agreed to his key demands. It wasnt the Congress partys best performance and, since then, it appears to have worked hard to muddle the issues involved in crafting a meaningful Lokpal anti-corruption bill. In this sequel, the government made its dramatic entrance much earlier in the drama and with much more bravado. That has made it a stronger actor in the plot, which in turn makes for better theater as we move into Act Three: the climax, or Baba Ramdevs triumphant gathering of the masses on Saturday. This will be a crucial moment that the government, and the nation, will watch on tenderhooks: Can he attract as many people as he predicts in the searing heat? Who will show up and why? How will the government respond now? And, finally, Act Four: resolution. This part is the hardest to script, of course, but wed look for it to go something like this. The government on Sunday holds a series of high-level meetings to decide on its next move. Much is made of the meetings, perhaps at Race Course Road or 10 Janpath. It sends Pranab Mukherjee to see Baba Ramdev again with an entreaty that it is time to get serious about what the two sides have in common. Point made. The government is listening. Dont do this to yourself. Lets be friends and tackle this together. There wont be an agreement right away. Maybe another day or two, while the swami fasts and the media salivates. But the government will come back again and again until the two sides reach an inevitable breakthrough that allows Baba Ramdev to declare victory with an echo of something he said on Wednesday: Its not an easy thing to change a system but we will try because millions of people support it.
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And the government will declare that their new pact will reinvigorate its broad fight against corruption, which it was always really serious about anyway. The curtain will come down, the crowds will go home, and well wait another few months beforeanother guru turns the country upside down by threatening to stop eating.
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OPPORTUNITY OF PATANJALI YOGPEETH GROWTH OF AYURVEDIC SECTOR The Export Development Board (EDB) has identified the herbal and ayurvedic segment as an important sector in diversifying the export mix of Sri Lanka. EDB Chairman Janaka Ratnayake said export earnings are crucial for economic growth, improving living standards of the people, to enhance the resource gap and to link with larger markets in the global arena. Hence, herbal and ayurvedic segment is an important sector in diversifying the export blend of Sri Lanka, he said. According to global industry analysts, the global supplements and remedies market is to achieve US$ 100 billion by 2015 as good manufacturing practices and innovations have strengthened consumer confidence on these products. He said the total export turnover from this sector is estimated at Rs 250 million per annum without the services. Therefore, the Ayurveda Expo 2011 will be a great platform for Sri Lankan herbal and ayurvedic entrepreneurs and manufactures to promote and have direct interaction with the local and foreign industrialists, he said. National Chamber of Commerce of Sri Lanka (NCCSL) President Asoka Hettigoda said the herbal and ayurvedic sector is the way forward for Sri Lanka as there are many niche markets. Sri Lanka has a long history in the ayurvedic industry and it is important we promote the industry as Sri Lanka has a better chance in the competition. Over 135 participants have confirmed their participation while a large number of participants from over 20 countries are expected to take part in the event. There will be special stalls for the SME sector and a business centre to have one-to-one meetings with foreign and local giants in the industry, he said. Ayurveda Expo 2011 : Yoga, Meditation, Food and Wellness is jointly organized by the EDB NCCSL, in association with Indigenous Medicine Ministry Economic Development, Industry
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and Commerce, Sri Lanka Tourist Board and the Sri Lanka Bureau of Tourism Promotion from July 15 to 17 at the Sirimavo Bandaranaike Memorial Conference Hall. INDIA possesses the rich heritage of AYURVEDA, globally regarded as the oldest Science of Healing and its rich potentials are enough to raise the strong foundation of Global Vision of Health Future with this Divine Science of India. The entire world, now being fed up from the hazardous effects & side-effects of chemicals, is seriously thinking of various alternatives and all eyes are now specially on Indias Ayurveda. Patients & Doctors are now more inclined to prefer alternative remedies for chronic problems.
The field of potentials of Ayurveda should just not be confined to emergence of business opportunities for large scale companies but converted & expanded to an extremely vast field of Economic Potentials for India, through its roots of the small scale Ayurvedic industries. When the richest heritage of alternative health care systems belongs to India then why we are handicapped in exploring its economic potentials. The total national industrial sector constitutes of 95% of the Small Scale Industrial sector that as such contributes remarkably towards National economy & growth. The remarkable contributions of SSI sector include earning of precious foreign exchange for the nation which amounts to about 35% of countrys total exports, as well as serving the nation by providing employment & livelihood opportunities to majority of countrys population. And surprisingly, the small scale Ayurvedic industry in India constitutes about 98% of the total Indian Ayurvedic Industry. But unfortunately, this sector - the major contributor of National Growth does not receive even a minor consideration from countrys policy makers. Whatever is shown as a consideration towards this small, but factually a very big & major sector, by countrys all-inall think-tanks, is merely an eye wash. Why do in India, we are usually are not able to achieve the given or taken targets, whereas on the contrary the developed countries usually do whatever they say well within the stipulated period. The answer is very simple, the developed countries work more and talk less but here the all-in-all think-tanks talk more and work less. I would very honestly say, this sector does, not at all, receive any sort of support or encouragement from the government but whatever its achievements are, are primarily and solely on account of its own dedicated and laborious survival efforts.
Today, there are said to be many schemes on papers for boosting the SSI sector, even through
the banks, but are they really available to this sector and that too without any hurdles? The answer is NO, because the procedures for getting them are absolutely not simplified. Just for an example, the union finance policy provides collateral free loans for the SSI sector, but I feel it is not easy to get, as the banks do not encourage it on one pretext or the other. If any segment of the large scale sector, may it be industrial or any other, is running under losses, the government or the banks have various proposals to attempt for its revival but if a small scale sector starts running under losses and gets unable to repay its debts, the government or the banks have no scheme not even as a humanitarian saviour for this sector. Nobody attempts, at all, to act as a saviour to root out the cause and assist the small entrepreneurs to revive their business and attempt for the poor mans survival. The bank managers simply worry not to increase the number of NPAs during their tenures in their branches for the sake of their track records resulting to further promotions but they do not at all worry either about the hardships being faced by such entrepreneurs or to find out any possible ways or means to assist the entrepreneurs. Rather they will increase their pressure with a sole motive just to recover their debts and that too anyhow, may be by hook or by crook. It is easier to get loans or working capital limits of multiple crores but it is very difficult to get them for few lakhs. For loans or limits of multiple crores the banks management will pleasingly knock the doors of large scale sector and even personally visit them but for the same when it tunes to few lakhs the small entrepreneurs keep repeatedly knocking the doors of the banks and are usually made busy for just removing the hurdles of innumerous formalities in their path.
Revival schemes or packages for SSI on the pattern of Large scale or public sector undertakings, should be introduced and made available on priority to the small scale Ayurvedic Sector. Hurdles need to be removed from the path of propagation of small scale Ayurvedic industry. "To convert this greatest heritage of India's Ayurveda an economic potential for our country, it would be utmost essential to provide active assistance to the small scale Ayurvedic sector and bring global awareness about the wonders & miracles of Ayurveda". China and India are the two major potential players in this field and they both shall vie for the Leadership position, but as of today, the share of India in the World Herbal Trade is nearly less than 1% whereas that of China is around 24%. This huge difference of global share can
only be removed with the active participation of the small scale Ayurvedic industry. Only then this rich heritage of India can be converted into a commercial reality and an economic goldmine for our country. Ayurvedic Drug Manufacturers Association was founded in the year 1994 by an handful of dynamic doyens of the Ayurvedic Industry. Over the years this fledgling organization, with a sense of commitment and passion has grown from strength to strength and it has been in the forefront of tackling issues dear to the Ayurvedic & natural products Industry. Today, ADMA is proud to have professional, technocrats, scientists, industrialists and entrepreneurs working together as a team on agenda which will help shape the industry of this great science for its applied benefits. It can be truly said that ADMA embodies the collective voice and spirit of the Indian Ayurvedic Industry. ADMA has been working with missionary zeal in furthering the cause of the Indian Ayurvedic & related natural products industry. With a global outlook. The organization has defined for itself a set of core mission objectives. The mission of ADMA is an ongoing journey and not a destination. Certain key principles guide our actions. These are: To represent the collective aspirations, interests and needs of the healthcare & medical profession and the Ayurvedic & the allied manufacturers in particular. To interface on behalf of its members with policy makers, statutory organizations and regulatory bodies with the objective of putting forth view points of the industry. To act as a resource for its members to draw upon for technical and scientific needs. To kindle the spirit of global outlook, standards and quality amongst its members. To always protect and propagate the cause of healthcare needs through the Ayurvedic Industry in all its actions and deeds.
From a largely regional composition at inception, ADMA has grown in stature to an organisation, it has strived to evolve true national character with a vibrant & active managing committee drawn from regional as well as national industrial houses. Small to mediumsize manufacturers, large industrial houses, individual pactitioners, healthcare providers and academics are all in the fold of ADMA working towards a common goal and mission. This broad basing has happened with the changing outlook of ADMA from a local one to truly national and indeed global aspirations. The undefying philosophy has been to forge complementary thought processes and ideologies for the betterment of all stakeholders. ADMA is registered body under Societys Registration Act of Maharashtra 1860 and under Bombay Public Trust Act 1950 Ayurvedic Drug Manufacturers Association (ADMA) has been the apex body of Ayurvedic Industry in India. Our Membership comprises large, medium and small companies from all over India in the category of Patron Member, Life Member and Ordinary Member who cumulatively contribute over 80% of the Ayurvedic commerce in India. ADMA has been at the forefront in voicing and representing the problems of the Ayurvedic & Allied Industries for the past decade. ADMA has successfully carried forward the message and today enjoys the goodwill of the Policymakers as well as the Ayurvedic Industry Colleagues as the lead voice. ADMA has been successfully meeting the challenges ,defining the scope ,communicating the objectives and contributing to formulation of policy in matters concerning departments of Environment & forests, Backward Integration, Export & Globalisation ,etc. Representatives from ADMA sit on key Committees which contribute to policy formulation and guidelines at Central and State Government level. As such, ADMA plays a key role in defining tomorrow for the Ayurvedic sector. ADMA has been playing a leading role in conducting various seminars /Workshops/ Symposium for the awareness of the Industry on important policy matters. The track record of ADMA has been of achievements directed at fulfilling the stated mission. ADMA has collaborated with policy makers like Ministry of Health & other related
Ministerial Departments, Scientific Institutes like CCRAS & CSIR as well as Industry bodies like CII and IDMA in deliberations and organising events for the benefit of its members. Some of these are:
1. Deliberations of the National Medicinal Plants Board 2. Co ordination of Activities for Export Promotion 3. Meetings and Seminars with CII on the issues about backward area development 4. Presentation to the House of Lords Committee & Interaction with the Medicine Control Agency, UK 5. Participations at WHA meets in Geneva
ADMA successfully coordinated two important studies commissioned by the Ministry of Commerce and monitored by the Department of AYUSH, namely H.S. Code classification for Ayurvedic Products & Mapping of the US Herbal Products Market. ADMA got its recognition as a National Platform from the Ayurveda Industry as well as Department of AYUSH. Today ADMA enjoys the status of an apex National body. ADMA believes in working together , exchanging ideas as well as impacting policy for mutual gain in the interest of the Ayurvedic sector as a whole. ADMA invites more & more members to come forward and support ADMA for facilitating the growth and development of the Ayurvedic Industry.
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THREAT FOR PATANJALI YOGPEETH Ayurveda evolved around 600 B.C. in India and is a system of holistic medicine that is based on eliminating toxic imbalances from the body. Basically, it treats the whole well-being of the patient, not just the ailment, under the primary tenet that health is not merely the absence of disease but the overall state of physical, mental, social and spiritual well-being. The commercial production and sale of Ayurvedic products as a modern industry is around 100 years old, and India's annual production of Ayurvedic medicines is estimated to be approximately US$ 1 billion. Presently, India contributes less than 1% to the global herbal market; however, it is fast emerging as a key supplier of medicinal plants across the globe. The manufacture and marketing of Ayurvedic medicine has been commercially successful for several pharmaceutical companies, including Arya Vaidya Sala and IMIS Pharmaceuticals, which have patented their own formulas. Ayurvedic medicine production in India is dominated for three companies that produce about 85% of the Indian domestic market: Dabur, Baidyanath, and Zandu. However, there are around 30 other companies that produce US$1 million or more in Ayurvedic products each year, including small pharmacies and family-owned enterprises that compound their own ingredients and guard their remedy recipes closely. But while Ayurveda has traditionally been the province of home remedies and naturalist producers, like everything in India, Ayurvedic products are going increasingly high-tech. INNOVATION IN PHARMACEUTICAL INDUSTRY TECHNIQUES Pharmaceutical Industries and Associations (EFPIA) says that its global R&D pharmaceutical industry has no desire to restrict access to essential medicines. It is strongly in favour of a free trade agreement (FTA) that helps to support the conditions required to stimulate sustainable investment in R&D in India, but this should never be at the expense of the progress being made on access to medicines in the developing world. Explaining this to FEs BV Mahalakshmi, Brain Ager says that the recent EU-FTA talks are in an advanced stage and data exclusivity and intellectual property rights in the pharmaceutical sector are one of the most contentious issues on which there are there are major disagreements. Indias bio-pharma sector may see a surge in R&D spending to about $25 billion in the next 15 years, according to a Boston Consulting Group report that said favourable policies need to be implemented to attract investment and enhance innovation in the field.
The total amount that is currently being spent on innovative discovery programmes and development in the bio-pharma sector in India is about $2 billion. This amount can grow to $25 billion by 2025 if concerted efforts are made by various stakeholders like the government, academia and industry on developing R&D and innovation in the bio-pharma field. The investment is expected to come from multinationals, Indian industry and funding organisations ploughing money into discovery and innovation. The Indian government needs to implement favourable policies that enhance innovation and drive collaborations, besides addressing issues in critical building blocks like talent and infrastructure, BCG said in its position paper, titled, Life Sciences R&D: Changing the innovation equation in India. The paper was presented here at the US-India Bio-Pharma summit organised by the USAIndia Chamber of Commerce. While the government has taken concrete measures over the last decade to establish an innovation ecosystem, Indian stakeholders have to accelerate their capability to enable global bio-pharma to develop an India innovation strategy, the report added. The paper outlined recommendations for Indian service providers, academia and the pharma sector that will help boost spending in the countrys bio-pharma field over the next few years. It said Indian service providers should develop a differentiated value proposition to emerge as attractive innovation partners for global bio-pharma. It suggested that the Indian pharma sector transform its business model from an integrated to a network approach to develop nichebusters, while the academia should drive commercialisation in institutes by encouraging collaborations and entrepreneurship. If the action programme laid out for the various stakeholders is realised, the amount of money that would subsequently be spent in the Indian bio-pharma field could be about $25 billion by 2025, the BCG partner, Mr Bart Janssens, said.
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India still accounts for only about 1 per cent of the overseas R&D investments made by US bio-pharma companies similar to Chinas share (also about 1 per cent), but much smaller than the share of Eastern Europe (about 8 per cent) and Latin America (about 4 per cent). We feel that Indias research sector still has tremendous opportunities for growth, particularly with bio-pharma companies struggling to resolve the crisis in R&D productivity, Mr Janssens added. India is attracting more investment in bio-pharma R&D, but still lacks recognition as an innovation partner. Over the past 10 years, the country has made a concerted effort to capitalise on the globalisation of R&D investments. US bio-pharma companies spent 24 per cent of their R&D budgets in foreign countries in 2009, up from 17 per cent in 2002. Over the same period, Indias share of these foreign expenditures increased 10-fold to about $500 million.
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SWOT ANALYSIS OF INDIAN PHARMA INDUSTRIES

STREANGTH WELL ESTABLISHED The Indian Pharmaceutical Industry today is in the front rank of Indias science-based industries with wide ranging capabilities in the complex field of drug manufacture and technology. It ranks very high in the third world, in terms of technology, quality and range of medicines manufactured. From simple headache pills to sophisticated antibiotics and complex cardiac compounds, almost every type of medicine is now made indigenously. Playing a key role in promoting and sustaining development in the vital field of medicines, Indian Pharma Industry boasts of quality producers and many units approved by regulatory authorities in USA and UK. International companies associated with this sector have stimulated, assisted and spearheaded this dynamic development in the past 53 years and helped to put India on the pharmaceutical map of the world. Growth Scenario in 2010 India's pharmaceutical industry is now the third largest in the world in terms of volume. Its rank is 14th in terms of value. Between September 2008 and September 2009, the total turnover of India's pharmaceuticals industry was US$ 21.04 billion. The domestic market was worth US$ 12.26 billion. This was reported by the Department of Pharmaceuticals, Ministry of Chemicals and Fertilizers. As per a report by IMS Health India, the Indian pharmaceutical market reached US$ 10.04 billion in size in July 2010. A highly organized sector, the Indian Pharma Industry is estimated to be worth $ 4.5 billion, growing at about 8 to 9 percent annually. Know more out this in our article on Indian Pharmaceutical Industry- Future Trends Also check out Pharmaceutical Market Trends 2010 Leading Pharmaceutical Companies In the domestic market, Cipla retained its leadership position with 5.27 per cent share. Ranbaxy followed next. The highest growth was for Mankind Pharma (37.2%). Other leading companies in the Indian pharma market in 2010 are:
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Sun Pharma (25.7%)

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Abbott (25%) Zydus Cadila (24.1%) Alkem Laboratories (23.3%) Pfizer (23.6 %) GSK India (19%) Piramal Healthcare (18.6 %) Lupin (18.8 %) The Indian pharmaceuticals market is expected to reach US$ 55 billion in 2020 from US$ 12.6 billion in 2009. This was stated in a report title "India Pharma 2020: Propelling access and acceptance, realising true potential" by McKinsey & Company. In the same report, it was also mentioned that in an aggressive growth scenario, the pharma market has the further potential to reach US$ 70 billion by 2020 Due to increase in the population of high income group, there is every likelihood that they will open a potential US$ 8 billion market for multinational companies selling costly drugs by 2015. This was estimated in a report by Ernst & Young. The domestic pharma market is estimated to touch US$ 20 billion by 2015. The healthcare market in India to reach US$ 31.59 billion by 2020. The sale of all types ofpharmaceutical drugs and medicines in the country stands at US$ 9.61 billion, which is expected to reach around US$ 19.22 billion by 2012. Thus India would really become a lucrative destination for clinical trials for global giants. There was another report by RNCOS titled "Booming Pharma Sector in India" in which it was projectedt that the pharmaceutical formulationsindustry is expected to prosper in the same manner as the pharmaceutical industry. The domestic formulations market will grow at an annual rate of around 17% in 2010-11, owing to increasing middle class population and rapid urbanisation. Read More in Future Prospects of Indian Pharma Industry. Ayurvedic Research Centre is the institution where constant research is going on treatment of Psoriasis and other diseases for which the proper treatment is not available in the whole world. ARC is having strong belief in Ayurveda and searching for the treatment modalities available in Ayurveda. Ayurveda is the oldest complete medical system in the world that goes back to over 5000 years in to the history of Vedic civilization of India.
The purpose of Ayurveda is to bring the body forces into harmony so that they promote physical, emotional and spiritual growth. Such an approach has proven effective over the centuries and as a result, many of Ayurvedic healing regimes have been widely accepted by the modern world. In Ayurveda, diseases are treated with herbo-mineral medicines naturally available on earth indicating that nature has a remedy for most of the diseases that threatens to the living beings. The belief in allopathy is so high that it becomes almost impossible to make people aware of the hazards that it carries along with it. The turn to allopathic medicines which provide fast relief is normally seen in the masses of India. What people oversee is the side-effects of these allopathic medicines. People almost blindly follow what allopathy has to offer. The belief in Ayurveda has now however overpowered the belief in Allopathy and people somehow seem to have more faith in it. In order to keep the faith of the masses, Dr. Pramod Ambalkar, son of Late Dr. Annaji Ambalkar took up the challenge which allopathy had to offer and came up with PSORABAN -an ayurvedic medicine on Psoriasis that assures a substantial relief to the patients and that too, with no side effects. Natural Allopathic Medicine reaches deeply into emergency rooms and intensive care wards for answers to chronic disease. In these medical areas we find that the best, safest and most reliable workhorse medicines are concentrated nutritional medicines, not pharmaceuticals. There is no comparison in using drugs with devastating side effects, even at low dosage, with concentrated natural nutritional substances like magnesium chloride, sodium bicarbonate and iodine that heal and nurture human physiology. Though allopathic medicine likes to define everything, including water as toxic or as a poison, there are in reality certain medicinal substances, including water, that have no side effects even at high doses. Combination Therapy Many people today are taking a combination of drugs that can be risky to mix - from blood thinners and cholesterol pills to aspirin. Research, funded by the National Institutes of Health at the University of Chicago indicates that more than 50 million people are taking more than one drug and that more than half are using at least five remedies.
Whether or not to use combination therapy though is no longer the question; rather physicians are now asking which combinations to use for which risk factors. A focus on combination therapy enables us to encompass and manage multiple risk factors. Multidimensional etiologies call for multiple therapeutic interventions. The answers are not to found in the world of pharmaceuticals. Combination or a protocol approach to medicine is theoretically impossible with pharmaceutical drugs because it is impossible to predict how toxic poisons (drugs) will mix together to worsen side effects or create a toxic shock that kills a patient. Over one hundred thousand people a year in the US die from properly prescribed medicines. When we take several drugs simultaneously we only increase the dangers. It is rare when one medicine or medical treatment conclusively resolves a serious chronic medical problem. It is generally a mistake to try to isolate drugs the way the pharmaceutical companies do and pin hopes on a single medication that cannot possibly address all the issues a patient is facing. Natural Allopathic medicines are easily combined and incorporated by the body because human physiology has been doing that for millions of years, combining nutritional substances we eat. The substances in Natural Allopathic Medicine are safe to combine because the body needs each one of them for proper function.
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WEAKNESS SIDE EFFECTS The inability of allopathic doctors to treat Candidiasis has led people to seek succour in Alternate medicine techniques. Procedures recommended by alternate medicine are slow but they eradicate Candidiasis from the roots. Candida albicans is the most common form of a yeast infection. Doctors using alternate methods of treating Candidiasis have laid the blame for the sudden growth of the disease in America on the unsupervised intake of drugs by the populace. Contraceptive pills, antibiotics, HRT (Hormone Replacement Therapy) medication, cortisones and ulcer treatment medicines, all of these have contributed to Candida albicans becoming a common yeast infection. It has also resulted in newer and mutated forms of Candidiasis against which normal drugs are helpless. It is estimated that more than eighty percent American women have a Candida albicans or yeast infection. This is in fact a natural situation if the infection is very mild. The yeast is a food for the good bacteria in the body but the desired quantity is very minute. It is equal to one unit of yeast for a million units of bacteria. Any imbalance in this proportion leads to Candidiasis. The common forms of Candidiasis are oral thrush, yeast infections of the vagina and Perleche at the corners of the mouth and yeast in the digestive tract. Alternate medicine has become popular with sufferers of Candidiasis because of the inability of conventional medicine to deal with the problem. People have lost faith in Allopathy and no one can deny that allopathic medicines have many harmful side effects. Proponents of alternate medicine believe that tiredness, depression, muddled thinking and body aches and pains are the result of a gastro-intestinal Candidiasis. Conventional medicine rather puts these symptoms in the lap of old age and ageing. Alternate medicine uses diet control as a measure to eradicate Candidiasis. Sugar consumption is totally banned in this regimen for the first month of the treatment limiting carbohydrate consumption to sixty grams a day. A diet rich in chicken, shellfish, nuts and meat is advised. Foods which have yeast as an ingredient are to be avoided. These foods
include bread, beer, cheese, mushrooms and tomato puree. This diet recommended by the practitioners of alternate medicine is also supplemented by herbs and carefully selected doses of vitamin supplements. This gradual process is followed because of the fear of the Herxheimer reaction. In this the dying Candida albicans or yeast release poisons that trigger a severe response from the body being treated. The first step in the alternate medicine treatment is the Candida Immune Complex test. This is priced at around a hundred dollars. The treatment in alternate medicine concentrates on dietary control. It is such an excluding diet that most people give up the treatment within a few weeks. It is a very strict diet. Alternate medicine introduces Acidophillus bacteria into the body of a person suffering from Candidiasis. The idea is to make the gastrointestinal tract so acidic that Candida cannot grow. Acidophillus promotes hydrogen peroxide production which eliminates the Candida. Other medicines introduced contain fibre in the form of psyllium husk, pectin and flaxseeds. A great stress is also placed on the ingestion of oregano oil. Oil extracts from coconut and olives are also used. Garlic is considered a good antidote for Candidiasis. Proponents of alternate medicine guarantee relief from Candidiasis through the above mentioned methods. Allopathic medicine is the conventional western medicine that aims at producing a certain condition in the body which is completely opposite to the bodily condition under the influence of a disease. The allopathic form of treatment is popular among a larger section of people due to the scientific development of vaccines and invention of specific drugs that efficiently deal with severe injuries and life threatening ailments. Through allopathy abdominal and gynecological surgeries are conducted with great ease and quick relief is provided to the patient which was completely unimaginable in the distant past. The surgical appliances and diagnosis instruments of the allopathic cure have made the identification and treatment of our diseases incredibly quick and result-oriented. We cannot do without allopathic treatment on certain occasions when a particular organ of the body is targeted and is made to undergo an
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operation. Transplantation of a particular part of our body has become possible only through the allopathic treatment. Although, allopathic medicine provides instant relief but it comes along with some mild to severe side-effects. Besides allopathic medicine does not provide permanent cure as it does not work on the root cause of the disease but on the effects produced by the disease. Shockingly, in some allopathic treatments like gastric bypass surgery, cancer and liposuction there are reports of people dying while putting themselves under the knife. Finally, if we use allopathic medicines in our daily life it is certainly impossible to escape from their harmful effects and consequently it has become necessary to opt for an alternative which provides safe and secure form of treatment. There are many drugs on the market for headache, learning problems, asthma, ulcers, cholesterol and anxiety, listing just a few categories, all ostensibly to manage medical conditions. It doesn't require penetrating insight to see they are virtually helpless to heal disease. The purpose of taking allopathic medicine is to suppress the symptoms one is experiencing, not necessarily to cure, or heal the condition. Long term life regimens of drug taking are encouraged, which often leads to higher incidence of side effects. Medication misadventures are a broad categorical group; including adverse drug events (ADEs), adverse drug reactions (ADRs) and medication errors. Side effects of allopathic medications vary wildly from mild to severe and there are many. They include insomnia, vomiting, fatigue, dry mouth, diarrhea, constipation, dizziness, suicidal thoughts, hostility, difficulty sitting still, depression, mania, seizures, coma, anemia, hair loss, high blood sugar, shoplifting, swelling, impotency, panic attacks, confusion, fainting and death. It is often difficult for seniors to keep track of multiple medications which further increase likelihood of side effects due to allopathic medicines. Perhaps the primary reason so many people have turned to alternative care options - at least when available - for their own and their pets care is a concern over side effects. When discussing some of the most common and chronic health problems in people and pets,
allopathic treatments (take an aspirin and call me in the morning) tend to include a slate of potential side effects - most notable because alternative options do not. Allopathic care refers to the idea of moving the patient in an opposite direction from the disease. It is known as 'treating the disease' since the approach has little to do with the patient as a whole. With homeopathic care, one treats relative to making the patient stronger so that their own biochemistry, their own health related mechanisms reacts to the 'imbalance' - which is the perspective of disease in these individuals. So for example, improving diet and exercise are a naturopathic or alternative approach to healthcare. Clearly the first that is strongly utilized by even allopathic practitioners. With that said, much allopathic care has alot to recommend it. When we think of 'life-saving' treatments applied in moments of crisis, we are talking about allopathic care. When someone is seriously injured and their life is at risk due to loss of blood, pressure due to inflammation or blood clots, allopathic medicine is the route most likely to be successful. However, keep in mind that many of these crises are because a chronic problem was ignored. These chronic issues are where alternative approaches can enhance long-term wellbeing. Being aware of potential side effects - some are life threatening in and of themselves - is critical when making responsible choices for our dogs' health. The most common maladies are treated by medications that are frequently associated with serious side effects - everything from anti-inflammatories to steroids are known to have potentially serious side effects. Educating ourselves is also critical - do a search on your pets' medications so that you are aware of their potential side effects and what to watch for. Also search on your dog's breed and 'health issues' (like a search on - Jack Russell Terrier health issues) to find out more about possible intolerances to certain medications. Allopathic veterinary approaches contribute to a long and health life for our dogs - but with a price. Be sure you know what your dog is prescribing. Some vets now provide information sheets (much like your pharmacist does for medications dispensed) you may want to ask if
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your vet has such information available. It can help you become better educated and able to watch for reactions or intolerances or errors. In today's medicinal world Allopathic medicines are getting more preference than other medicines as they are giving fast relief and easily available every where in the world. These medicines are widely used even in India where Ayurvedic and Siddha were originated from. In every medication side effects and allergies are common problems which are sometimes felt seriously by the people. It is very important to learn about the side effects of allopathic medicines. Sulpha drugs are creating allergy problems to many people and excessive use of the same may cause anaemic problem. Similarly other medicines like Paracetamol and Erythromycin Stearate will damage the liver when they are repeatedly used. So we have to avoid the prolonged use of such medicines. Severe skin allergies can be cured by the addition of Hydroxyzine Hydrochloride 25 mg I.P ( Atarax ). And most of the antibiotic medicines will work well when they are combined with anti-allergic medicines (cetirizine Hydrochloride and chlorpheniramine maleate ) and anti cold medicines like ( phenyl propanolamine and chlorheniramin maleate ) to cure cold condition of our body. Different Groups of Allopathic Medicines Allopathic medicines are classified into different groups according to their properties and uses. They are as follows. Antibiotics, Antacids, Enzymes, Anti-gas Medicines, Wormicides, Vitamins, Mineral Compounds, Aminoacids, Steroid Medicines, Medicines for the External uses, Anti-allergic Medicines and Antihistamines, Anti-hypertensive Medicines, Diabetic Medicines, Antidiarrheal Medicines, Laxatives, Anti cold and Cough Medicines, Antiepileptic Medicines, Anti-spasmodic medicines, Antipyretics, Analgesic Medicines, Antivomiting Medicines, Antiulcer Medicines, Haematinic Medicines, Tranquillizers, Medicines for Guddines Antibiotics Antibiotics are medicines which arrest the growth of bacteria or fungi in the human body. Usually they are available in various forms such as dispersible tablets, capsules, syrups, drops, injections and dry syrups. Penicillin had been widely used antibiotics in early days.It is produced from fungi called Penicillium and similarly Streptomycin is produced from another type of fungi called Streptomyces. Nowadays large number of varieties of antibiotics have been used in the medical world.
Amoxycillin, Ampicillin, Cefadroxyl, Cephalexin, Cloxacillin, Tetracycline, Gentamycin, Erythromycin Stearate, Sulphamethoxazole, Trimethoprim, Norfloxacin, Ofloxacin, Cefixime, Cefpodoxime Prexetil, Gatifloxacin, Rifampicin, Isoniazid and Metronidazole are some of the antibiotics widely used in the allopathic world. Most of the antibiotics are combined with anti-allergic medicines like cetirizine Hydrochloride and chlorpheniramine maleate to get good result and to ensure our safety. Ampicillin and Amoxycillin are combined with Cloxacillin to get more effect when they are taken for curing bacterial infections. Amoxycillin and Ampicillin are commonly available in the strength of 250 mg and 500 mg. It is advisable to take lower strength of antibiotics to ensure our basic immunity power. Sulphamethoxazole , Trimthoprim and Norfloxacin are effective in controlling the urinary tract infections. Many people will get allergic problem with sulpha drugs, so we should be very careful when we use them. Rifampicin and Isoniazid are effective in controlling Tuberculosis caused by myco bacteria. Norfloxacin 400 mg I.P is added with Ibuprofen 200 mg I.P, Cetirizine Hydrochloride 10mg I.P and mild dose of vitamin tablet to get rid of urinary irritations. Erythromycin Stearate 250 mg I.P is combined with Cetirizine Hydrochloride 10 mg I.P and any analgesic medicine like Paracetamol 500 mg I.P or Nimesulide 100 mg I.P to find relief from throat infections. Tetracycline 250 mg I.P and Nimesulide 100 mg I.P are finding good result for severe tooth ache. To healing wounds Cephalexin 250 mg I.P or Ampicillin 250 mg I.P are combined with Ibuprofen 200 mg I.P and mild dose of Vitamin B complex. Antibiotics are also available in injection forms. They are used in various strengths according to the health conditions of patient.
Antacids Antacids are used to neutralize excess acid in the stomach. Over eating, improper and missing diets are some reasons for the secretion of excess acid in the stomach. Heart burns,Gastric problems and Peptic ulcers can be controlled by the intake of antacids. Dried Aluminium Hydroxide and Magnesium Hydroxide are used as antacids. They are available in both tablet and gel form.
Anti-gas medicines These are working against gas. Phazyme and Simethicone are some of the important medicines which are working against gas. Phazyme is mouth dissolvent and quickly work against gas whereas Simethicone is available in both chewable tablet and gel form.
Enzymes These are the protein molecules which are naturally secreted from the pancreas to digest food. Pepsin I.P (1:3000 ), Alpha Amylase I.P ( 1:2000 ) are some of the important enyzmes needed by our digestive system. These are available in both capsule and liquid form. Lack of appetite, gastric problems and indigestion need Enzymes.
Wormicides Mebendazole and Albendazole are important wormicides used in the Allopathic medication. Mebendazole is used to overcome Amebiasis and Albendazole is effective in vanishing worms found in our bowl and stomach. Albendazole is available in both chewable and liquid form. The people who are interested on nonvegetarian food items need to use it to avoid worm problems. Loss of weight, lack of appetite and anal itching are some of the symptoms of worm infections.
Vitamins Vitamins are very important for the essential acitivities of our body. Vitamin A, Vitamin B complex ( B1, B2, B6, B12 ), Vitamin C, Vitamin D, Vitamin E and Vitamin K are some of the important vitamins used in the Allopathic medication. Generally Vitamins are available in the form of capsules, tablets, syrups and injections. They are used either separately or in mixed form. Vitamin A, also called as retinol, is a growth promoting and anti-infectant vitamin. It is naturally available in carrot, cabbage, grapes, fishes and codliver oil. It is available in tablet and liquid form. Vitamin A increases appetite and sexual desire. Sight problem, skin problem, body weakness and nervous complaint can be prevented by the addition of Vitamin A.
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Vitamin B complex are neurotrophic vitamins which are essential for the health of our body. All of them are increasing appetite. Vitamin B1 ( Thiamine Mononitrate ) and Vitamin B2 ( Riboflavine ) are used in the treatment of mouth ulcers. Vitamin B6 ( Pyridoxine Hydrochloride ) is taken for general health and good natural sleep. Vitamin B12 ( Cyanocobalamine ) is obtained from animal part and used for having good body health and widely used in injection form. Vitamin C ( Ascorbic acid ) is naturally found in citrus fruits, vegetables and spices like pepper. It is useful to get rid of Scurvy disease. It increases appetite and being an anti-oxidant keeps the health of skin and provides the young looking. Vitamin D is produced naturally in the body in the presence of evening sunshine and it is helpful to the growth of bones. Vitamin E ( Tocopheryl Acetate ) is, important for sexual and skin health , naturally available in Badam nuts. Vitamin K is needed for the blood clotting in case of severe wounds and thus helps to avoid the loss of blood.
Mineral Compounds Variety of minerals are used in the medicinal world. Ferrous Gluconate, Calcium Carbonate, Magnesium Oxide, Manganese Sulphate, Copper Sulphate, Zinc S ulphate, Sodium Borate, Sodium Molybdate are some of them. Calcium Carbonate is used for the growth of the bones. Ferrous Gluconate is used to overcome anaemic problem and it is combined with other minerlas and vitamins when in use. Zinc Sulphate is also very important for the health and it induces sexual desire and increases immunity power. Sodium Chloride, Potassium Chloride and Sodium Nitrate are used to prepare salt mixture to overcome tiredness and dehydration because of diarrhea. Excess loss of minerals can be adjusted by the addition of these salt mixture dissolving in the ratio of 4.2 gm / 200 ml of water. Sodium Chloride and Dextrose are used to prepare saline water for injection through viens.
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Amino acids These are essential nutrients found in protein and act as intermediates in metabolism. There are about 20 varieties of Amino acids in the medical science. Unlike fat and starch these acids can not be stored by our body for longer use. It is necessary to take enough amino acids in our life. Alanine, Asparagine, Aspartic acid, Glutamic acid, Glutamine, Glycine, Proline, Serine, Cysterine and Tyrosine are some of the medically produced amino acids. The young people require amino acid called Arginine. Histidine, Isoleucine, Leucine, Lysine, Methionine, Phenylalamine, Threonine, Tryptophan and Valine are required amino acids in our daily food. Amino acids are essential for our nervous system. They increase our memory power, general health and appetite.
Steroid Medicines Salbutamol, Betamethasone, Theophylline and Dexamethasone are some of the Steroid Medicines. These are the medicines with anti-inflammatory effects. They can reduce inflammative conditions such as redness, swelling and soreness. They are also helpful for many conditions such as asthma and arthritis. They come in pills, sprays, creams and ointments. The creams and ointments of steroids are applied on skin to get rid of eczema and cotact dermatitis. The side effects of Steroid medicines are weakening bones, thinning of skin and increasing blood sugar level. They also affect liver when excessively used. When Salbutamol ( Asthalin Inhaler ) inhaled it is very important to have self control in dosage. When it crosses the limit our heart may be affected by the serious problem of misfunction.
Medicines for the external uses Allopathic medicines are getting unique importance in healing wounds and inflammatives. There are many antibiotic creams and powders for the externnal treatment. Neomycin, Silver Sulfadiazone with Chlorhexidine Gluconate and Povidone-iodine are powerful oinments for healing wounds. Of which Silver Sulfadiazine can be applied for both fire burns and wounds. Betamethasone combined with Neomycin, Gentamycin, Miconozole and Beclomethasone Dippropionate combined with Gentamycin Sulphate are some steroid creams to overcome skin inflammations and diseases. Skin irritations and inflammations through out the body can be controlled by the application of Lindane lotion. Calamine and Diphenhydramine lotion is useful to overcome the skin irritations due to sunburns, prickely heat and insect bites.
Diclofenac Diethylamine and Diclofenac Sodium are effective in body and joint pain relief. Methyl salicylate is also combined with above said two compounds to have effective treatment. Icthammol Glycerine is also applied to get relief from pain at a particular point of our body. Clotrimazole, Beclomethasone Dipropionate, Gentamycin Sulphate, Iodochlorhydroxyquinoline, Chlorocresol, Benzyl Alcohol, Methyl paraben and Propyl barapen are some of the medicines used in the manufacturing of Skin creams to get rid of skin infections. The mixture of Cindamycin Phosphate USP, Sodium Methylparaben I.P and Sodium Propylparaben I.P ( Erytop ) is effective in controlling pimples and acne. Face wash before the application of above said face cream will be useful to have good result.
Anti-allergic Medicines and Antihistamies These are used for relieving from allergic conditions. Allergy is a reaction of our immune system in response our body's cotact with allergy making things called allergens. The allergens are not really harmful to all people. Naturally our immune system, only in particular cases, wrongly decides that they are harmful. Anti-allergic drugs include cetirizine hydrochloride, chlorpheniramine maleate,decongestant, antihistamines, antiflamatory agents, anti-leukotrienes. These anti-allergy medicines can be consumed in the form of tablets, syrups, powder and drops. When consumed these anti-allergic medicines support the immune system and improve its overall resistance against allergens. Antihistamines are medicines that help stop allergy symptoms such as itchy eyes, sneezy and runny nose. Sometimes itchy rashes may also be helped by an antihistamine. Drowsiness, dry mouth and blurry vision are some of the side effects of antihistamines. When taken it is better to avoid driving, riding and machinery operations.
Anti-hypertensive Medicines Amlodipine, Nifedipine, Atenolol, Reserpine are some of the medicines used for hypertensive condition. These medicines block the transport of calcium into the smooth cells lining the coronary arteries and other arteries of the body. Since calcium is important in muscle contraction, blocking of calcium transport relaxes artery muscles. So these medicines are
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helpful to cure chest pain called as Angina. Dizziness, muscle and stomach pain and head ache are some of the side effects of these medicines.
Diabetic Medicines Diabetes is caused by the lack of secretion of harmone called Insulin from pancreas. The harmone insulin converts the sugar, starch and glucose available in our body to energy. The lack of insulin in our body result into the discharge of sugar through urine and a considerable rise in blood sugar level. Some of the medicines taken for diabetes are as follows. Sulfonylureas group of medicines help the body to make more or required insulin. Some examples of sulfonylureas are Acetohexamide, Chlorpropamide, Glipizide and Glyburide. Metformin helps control sugar in a couple of ways. It helps body use insulin better. It helps to make less sugar by reducing the amount of sugar that the body absorbs from food. Meglitinides help the body to make more insulin. Nateglinide and Repaglinide are some of them usually taken with meals. Thiazolidinediones help the body use insulin better alike Meformin and also helpful to produce less sugar when the food taken. Pioglitazone and Rosiglitazone are some ofthis group. Alpha-glucosidase inhibitors help the body absorb sugar more slowly and keep the level of the sugar in normal. These are taken every time after the meals. Acarbose and Mizitol are two kinds of medicines in this group. Glibenclamide ( Daonil, Euglucon ) It is available in pills form in 5 mg strength. Commonly prescribed for the initial stage of Diabetes. Side effects are nausea and allergic reactions. This medicine should be avoided in case of severe dysfunction of liver and kidney, pregnancy and breast feeding. Glibenclamide in 2.5 mg is combined with Metformin Hydrochloride in 400 mg in strength to get effective result in sugar result.
Antidiarrheal Medicines Diarrhea is usually caused by the intake of contaminated food or drink with bacteria,virus and parasites. Indigestion also will become the reason for the diarrhea. Loperamide 2 mg I.P is commonly used to overcome the condition. Quinodochlor tablets ( Enteroquinol ) is the other one to control diarrhea. Metroindazole 200 mg or in 400 mg is added with anti-diarrheals to
have quick arrest of diarrhea. To get relief from stomach pain Dicylomine Hydrochloride 100 mg I.P is added.
Laxatives These are the medicines for the condition of constipation. Mostly needed by the sick and old people. These should be used only in the unavoidable condition. One should not get addicted with these medicines. To correct motion in the natural way we need only vitamins and aminoacids. Bisacodyl 5 mg I.P in tablet form is useful for the treatment. Liquid Paraffin and Milk of Magnesia are other liquid forms of laxatives.
Anticold and cough medicines Chlorpheniramine maleate, Ammonium Chloride and Sodium Citrate are the effective formula to control cough. Sometimes Chlorpheniramine maleate is replaced by Diphenhydramine Hydrochloride to get another formula. Both Chlorpheniramine maleate and Diphenhydramine Hydrochloride are giving sadation to the consumers. Dextromethorphan Hydrochloride, Phenylpropanolamine Hydrochloride and Triprolidine Hydrochloride are other mostly used things for cough formula. To over come dry irritating cough Guaiphenesin is combined with Salbutamol Sulphate. The combination of Codeine phosphate 10 mg I.P and Chlorpheniramine maleate 4 mg I.P in syrup form is finding nice result in controlling dry cough. Tebutaline Sulphate and Bromhexine Hydrochloride are also used to control cough problem in the allopathic medication.
Antiepileptic Medicines It's not a disease but a sign of problem in the brain which is causing a disruption in the brain's normal electrical activity. It may occur in any age in either sex. The condition is called as 'fits'. Phenobarbitone (30 mg or 60 mg ) I.P ( Gardinol ), Sodium Valporate 200 mg I.P ( Valparin ), Carbamazepine 200 mg I.P, ( Tegrittol ) Pentoxifylline B.P 400 ( Trental ) mg are some of the antiepileptic medicines.
Antispasmodic Medicines
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Dicyclomine Hydrochloride 100 mg I.P ( Cyclopam ), Hyoscine Butylbromide 10 mg I.P ( Buscopan ), Chlordiazepoxide 10 mg I.P ( Librax ) are used for the stomach pain. Of which Dicyclomine Hydrochloride 100 mg I.P is combined with Nimesulide 100 mg I.P and mild dose of B complex vitamin to control mensural pains for ladies.
Antipyretics These are body temperature reducing medicines in case of high fever. Paracetamol, Mefenamic acid, Nimusulide are some of the common antipyretics used in the allopathic world. These things work well when taken along with warm water. The over dose of paracetamol and nimesulide is susceptible to make liver and kidney problems respectively. However the adequate water drinking will be helpful to avoid such risks.
Analgesic Medicines These are all body pain killer medicines. Paracetamol, Ibuprofen, Nimusulide, Mefenamic acid, Diclofenac Sodium, Diclofenac Potassium, Serapeptidase, Aceclofenac and Chlorzoxazone are some of the important pain killers. These medicines are usually combined with neurotrophic vitamins, B complex, to have better result. Paracetamol suits well for head aches, Nimesulide for tooth ache and body pain. Diclofenac Sodium and Serapeptidase for total body pain. Diclofenac Potassium and Chlorzoxazone are given for arthritis.
Anti-vomiting Medicines Some people may be suffering from vomiting during their travelling time. Promethazine Theoclate 25 mg I.P ( Avomine ) is used to overcome vomiting problem during the travel Vomiting accompanied with fever can be cured by the intake of Metoclopramide 10 mg I.P, Nimesulide 100 mg I.P and Ibuprofen + Paracetamol tablets. Domperidone 10 mg is also taken instead of Metoclopramide to cure vomiting.
Anti-ulcer Medicines Excess acid secreted because of over eating and missing of diets in correct time are the main reasons for ulcer problems. Indigestion associated with gas and heart burns is called as gastric ulcer. This condition is managed with antacid gel and Ranitidine 150 mg I.P tablet. When the damages are found in the linings of stomach and small intestines because of the acidity the
condition will be called as peptic ulcer. Omeprazole 20 mg I.P or Rabiprazole 20 mg I.P or Pantoprazole 40 mg I.P or Lanzaprazole 30 mg I.P are accompanied with antacid and ranitidine tablets to get relief from peptic ulcer.
Medicines for Giddiness Prochlorperazine Maleate 5 mg I.P, Betahistine Dihydrochloride 8 mg I.P ( Vertin ), Cinnarizine 25 mg I.P ( Vertigon ) are used to over come guddiness problems.
Tranquillizers Tranquillizers are the medicines which induce or bring the sleeping condition of the body. Diazepam 5 or 10 mg I.P, Nitrosum 5 or 10 mg I.P and Alprazolam 0.25 mg or 0.5 mg or 1 mg I.P are some of the tranquillizers used in the allopathic medication. These medicines should be never taken with liquors as the presence of liquors in our body will send 10 to 15 times greater than the normal sleeping pulses sent to brain by these medicines.
Haematinic Medicines These are helpful to increase Haemoglobin level of blood in our body. 'Haem' refers iron and 'globin' refers protein part of the blood. These medicines are containing iron compounds such as Ferrous Gluconate, Ferric Ammonium Citrate and Iron Choline Citrate with Protein Hydrolysate, vitamin C and vitamin B complex. The Haematinic Medicines are available in the form of capsules,tablets and syrups.
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OPPORTUNITY A) Modern medical science (Allopathy) deals with physical symptoms and not necessarily with the root cause of the problem. For example: Three patients, suffering from headache approach to a doctor. The doctor may prescribe them analgin or Paracetamol or something like that. Sooner or later, they would be relieved from that symptoms, however the basic cause of their headache, which may be dissimilar for all of them, is not taken into account while prescribing the drug. For patient A - the headache appears as the weather changes. For patient B - the headache is a result of being held-up in traffic jams for hours. For patient C - the headache triggers due to the abusive orders of boss in the office. This means that, though the symptoms are same, the cause is different in all of them. In Bach flower therapy, those persons would be categorized on the basis of their personalities (-means on the basis of their mental make-up and their overall attitude towards life) and different essence combinations would be advised to them by taking into account their overall nature, subtle behavioral traits and the mental make-up -irrespective of their physical symptoms i.e. headache or like that. The Bach Flower therapy (pronounced as 'Batch' ) is an innovative healing modality, discovered by Dr. Edward Bach between 1930-1936. According to Bach Flower Therapy, often any ailment or ill-health condition --at most of the time and in majority of the cases-- is the result or expression of persistent "emotional imbalance" that takes place at the core of your psyche and persists over a period of time due to gradual accumulation of numerous Negative Emotions those originates either from your mind itself or from your surrounding circumstances. As soon as your mental state improves, the physical trouble disappears. Therefore a person --which implies his overall nature, his general attitude towards life and his inimitable surrounding circumstances-- is more important than his disease or illhealth condition. It is not intended to treat, diagnose or cure any illness or disease as on the lines of modern medical science, rather it offers a simple system of eliminating behavioral negativities by taking into account your overall nature, personality traits and attitude towards life -irrespective of your disease or ill-health condition. Reigning behavioral negativities -ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY Page 342
like frustration, guilty feeling or jealousy-- which accumulate at the core of our psyche over a duration of time --as in the form of "negative emotions"-- and incessantly make us "emotionally imbalanced", are considered to be the root cause of all our sufferings. Naturally, in Bach Flower therapy, the mode of assessment is determined on the basis of the sufferer's innate nature and mental make-up. How he (or she) reacts with (his or her )existing circumstances? And since how long that the symptoms exist in their nature? Obviously each person is handled differently in Bach Flower Therapy. In other words, for the same ill-health symptoms or conditions, say for headache every person would be measured differently with different remedies. An "essence combination" suitable for a person in lessening paranoid tendencies may be useful to another in alleviating absentmindedness! For this reason, formulations of Bach Flower essences for specific ailments or ill-health conditions cannot be prepared and marketed like the allopathic medicines. Example 2: Consider two different persons suffering form hyperacidity -one because of excessive worries and concerns, and the other due to irregular habits of taking meals, eating junk food, smoking habits etc.- are treated with the modern medical treatment. The medicines prescribed to them in allopathic system would be on the same lines i.e. antacids(Gelusil, Digene, Eno etc.) or antiulcerants (Omeprazole, Ranitidine etc.). whereas, in Bach Flower Therapy both the cases would be handled separately for the root causes of that hyperacidity as mentioned earlier. Their overall nature and mental make-up would be taken into consideration rather than the physical symptoms.
B) The modern science is yet to establish the concept of soul. According to the concept of Bach Flower Therapy a person is a composition of physical body and eternal soul. In modern medical science, while initiating any treatment, only physical symptoms of patient are taken into consideration. Soul is not considered for the reason that its existence is not yet scientifically proved. Allopathic treatment aims only at the physical body and the medicines prescribed do not directly encourage the defense mechanism to help itself. For example: A person suffering from certain ill-health symptoms or condition would be treated with prescribed medications, after conducting various tests and pathological reports. It is needless to say that the problem remains under control as long as the medicines are being
taken. As soon as, the medicines are stopped the problem can appear again. The drug therapy is simply to patch up the disturbed metabolism and it would sustain till the medicines are being applied. Often, the real cause of such ill-health conditions, may be linked with either of the deep rooted concerns at the core of your soul like melancholy, excessive worry of loved ones, fear, despondency, frustration etc. which is ignored. Such things may be deep-rooted in the psyche, which can subsequently entrap the physical body. Accumulation of such negativities for a longer duration of time may culminate into ill-health. In Bach Flower Therapy, the innate nature of a person and his mental make-up, has to be taken into account. The soul (-having no existence on a physical scale) is considered as an unseen part of body and both the basic instincts of our inherent nature, pain and pleasure are considered to be governed by this invisible soul. As pains and pleasures are invisible but we can realize their effects on our lives, soul is presumed to be the controlling unit at the core of each emotion that we express. It plays vital role in determining the line of treatment. One must rely on the existence of soul as if he (or she) relies on the existence of sorrow, worry, pain, grief, fear or joy, ecstasy, elation, charm, satiety etc. C) A modern medical treatment (allopathy) aims at the body by use of specific medicine but does not encourage the defense mechanism to help itself. Example: If an alcoholic is treated with modern medicines, he may give up alcohol, but because of certain side effects he may become dull, lazy or lethargic and would be unable to concentrate discharging his routines. In this treatment, the physical body is compelled to abandon the addiction but not the mind. However, in Bach therapy, not only the physical body but his overall nature and attitude towards life would be taken into consideration in determining the mode of relieving. Principally in any addiction -say drinking or smoking- a person does one and the same thing repetitively. On the scale of Bach therapy, such behavior reads as a negativity like 'uncontrolled desire of certain craze' may be due to either or more reasons like; mental torture, extreme grief, inferiority complex, memory of past misfortune or simply because the person is weak-willed by naturethat can be easily prone to persistence of friends. By recommending certain essence combinations, addiction may be alleviated. This means that, not the physical symptoms but the cause of addiction would determine the line of treatment. There is no specific remedy for addiction in Bach system, but remedies are
available on those negative emotions, which can instigate the addiction tendencies in that person. If the cause of addiction is uncontrolled desire of substance, mental torture, extreme grief, inferiority complex, memory of past misfortune or simply because the addict is weakwilled and can easily prone to persistence of friends. Then by recommending certain essence combinations that deal with those behavioral tendencies, the addiction tendencies can be corrected; sooner or later he gives up that bad habit. Certain negative states of mind may be treated with modern medicines such as tranquilizers, painkillers, mood elevators, anti-hypertensives, anti-depressants etc. They directly act on the physical body and may change the biochemistry of mind and compel the nervous system to act accordingly. Though relief is sought, the possibility of habit forming and side effects cannot be ignored. A person can overcome the condition of sleeplessness by taking drugs like Diazepam but the drug may affect the physical stability of the body by causing nausea, slurred speech, psychological and physical dependence etc. However, personalized Bach essence combinations act on individual's behavior, mold the psyche gradually, and elevate self-energy in a manner to dominate that ill-health condition, rather than treating the symptoms. Presently, Bach essences are being widely used as supplementary healing medium in the fields of psychology, psychiatry and psychosomatic system of medicine. Bach therapy does not demand analysis of case papers, history, clinical tests or pathological reports. Personalized formulations of Flower essences can help people who suffer from physical illness, by addressing the emotional responses to the illness, and by working with the underlying conflicts and tensions that may have contributed to the onset of that illness. However, flower essences are not cures for any specific illness and there is no specific branded remedy addressing specific ailment or condition is available in this therapy. In allopathic treatment, many drugs are being commonly prescribed to suppress the symptoms of emotional trauma. Drugs do provide temporary relief, but most have serious side effects too. Over persistent using, often become ineffective and/or habit-forming. Stronger drugs frequently come with numerous side effects. Worst of all, drugs do not cure the unresolved thoughts and feelings that in fact is responsible for causing you that ill-health condition. Many of the drugs used in the treatment of emotional trauma can also be quite habit-forming. Some of the side effects of withdrawal from their use include the reoccurrence
of all those symptoms that the medication were masking in the first place, plus many extreme reactions. Apart drugs have proven very costlier not only to your wallet but also to your selfesteem, your health and your well being. Still, we cannot deny the contributions of modern medical sciences in the treatment of emergencies, accidents or where immediate/instant relief is priority. It is a unique branch of medicine, having its own identity and where the allied therapies cannot be substituted. Any alternative medicine cannot replace modern medicine as far as diagnosis, investigation and emergency care are concerned. We can't ignore the fact that Dr. Edward Bach is also a gift of modern medicine and was very successful allopath before his invention of Bach Flower Therapy! It is important for anyone taking prescribed medications to have their condition professionally monitored, and not to attempt the discontinue medication without medical supervision. Flower essences can be very helpful for people who are taking prescribed medication for both physical and emotional ailments. The Bach Flower therapy is highly recommended as supplementary aid with your ongoing treatment in any branch of medicine. Due to its catalytic role it can well reduce the treatment time. It has neither hindrance nor overlapping properties with other treatment modalities. In fact, flower essences are growth regulators and they will nullify the obstructions within your frame of mind by eliminating the behavioral negativities. Bach remedies are colorless, tasteless and odorless in nature.
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THREAT
y y y
Growinging competition within the same industry Emergence of yoga and pranayam Growth in the herbal or ayurvedic industry
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CHAPTER 10
BAR GRAPH AND CHARTS
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CHAPTER 11
y FINDINGS AND LIMITATION y CONCLUSION y SUGGESTIONS y BIBLOGRAPHY y WORD OF THANKS
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FINDING AND LIMITATION

1. It was observed during the study that Indian pharmaceutical sector is witnessing tremendous growth as with the help of government policies as well as the technological advancement. 2. It was also observed that the research and development expenditure is incurred heavily on pharmaceutical sector as a result greater growth and profit is witnessed 3. When we talk about patanjali yogpeeth it was found that the biggest streangth of patanjali yogpeeth is BABA RAMDEV who is himself presenting the yogpeeth alone. 4. Another fact about patanjali yogpeeth was observed that it has played the biggest role in restoring the image of ayurvedic sector in the country 5. The most important finding was that yoga and pranayam played the biggest role in healing people as well as it has also recalled the traditional methods of treating people.
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CONCLUSION
1. It was finally concluded that people feel safe while using ayurvedic product than the pharmaceutical product because of no side effects as well as to avoid any other issues also. 2. When it comes to life saving drugs people go for allopathy or pharmaceutical medicines as well as for instant healing also people prefer allopathy 3. The product of patanjali had wide dimension and have strong supply chain system including yoga camps are also very beneficial. 4. The products prepared in patanjali are basically made from pure and herbal products 5. And it was also concluded that treatment from yoga is the best treatment for any patients as well as regular yoga beneficial for health and prevents from several diseases.
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SUGGESTIONS AND RECCOMENDATION It is always suggested to practise yogs and pranayams to keep the body fit and when it comes to short term treatment ayurved is best and when the question comes over the life or when the illness is from long period people should take the allopathic medicines and should always consult doctor first.
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BIBLOGRAPHY
www.pypt.com www.scribd.com www.indianpharma.com the telegraph Hindustan times Aarogya nidhi The Sunday Indians www.ramdevyog.com the yog and aasans of 21 century the sutra of yoga india today
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THANK YOU
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Study on Patanjali's growth and Indian pharma industry

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STUDY ON PATANJALI YOGPEETH WITH OTHER PHARMACEUTICAL COMPANIES

SUBMITTED TO: Dr.D.K.Garg Chairman IIMT, Gr. Noida

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Rajnish Kumar Singh Enr. No: - MMR 4076

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(Rajnish Kumar Singh) Enr. No: - MMR-4076

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INDEX SERIAL NO. 1 TOPIC PAGE NO. 02

Preface Acknowledgement Declaration Executive summary Literature review Introduction

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Yoga and physical therapy

New product devalopment

pharma sector in India

Marketing and network of patanjali yogpeeth and indian pharma sector

Marketing policies of patanjali

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Demand and supply pattern

Bar graphs and charts

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About patanjali yogpeeth

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Objectives of Divya Yog Mandir (Trust)

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communalism, castism and the feeling of sex, creed.

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Objectives of Patanjali Yogpeeth (Trust)

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the biggest laboratory for the research work.

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FOUNDER OF PATANJALI YOGPEETH

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1. Yoga Sadhana evam Yoga Chikitsa Rahasya

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c rya Shri Baldevji in the

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c ryaji took up the challenge and founded Divya Pharmacy where

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HISTORY OF YOGA AND AYURVED IN INDIA

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There are four Vedas. They are

Rigveda Yajurveda Samaveda Atharvaveda

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