A Case Study on Somatheeram Resort - Aswathy

AYURVEDIC RESORTS IN KERALA: A CASE STUDY ON SOMATHEERAM RESORT

Presented by

Dr. R.KANNAN

Ms. ASWATHY RAJAN

Associate Professor and Head, Lecturer, Department of Hotel Management, Department of Tourism Management, Madurai Kamaraj University College, Madurai Kamaraj University College, Madurai – 625002. Madurai – 625002.

ONE DAY NATIONAL LEVEL SEMINAR On

PRESENT SCENARIO ON HISTORICAL TOURISM - 2012 On nd

22 March, 2012

Organized by

DEPARTMENT OF HISTORY ARULMIGU PALANIANDAVAR COLLEGE OF ARTS & CULTURE PALANI, TAMILNADU 0

Dr. R.KANNAN

Ms. ASWATHY RAJAN

Associate Professor and Head, Department of Hotel Management, Madurai Kamaraj University College, Madurai – 625002.

Lecturer, Department of Tourism Management, Madurai Kamaraj University College, Madurai – 625002.

AYURVEDIC RESORTS IN KERALA: A CASE STUDY ON SOMATHEERAM RESORT

ABSTRACT Ayurveda in Kerala originated over 5000 years ago. Ayurveda is the Science of Life with close connection to nature, which explains the guidelines to be followed for making a healthy living. In Kerala Ayurveda is not just a healthcare system but it is a part and parcel of every aspect of life, in fact it is a lifestyle in Kerala. Kerala has a lot of reputed Ayurvedic centers which offers genuine Ayurvedic treatments. Somatheeram Ayurvedic resort is one of the resorts which bring you the very best in Ayurveda treatments including Panchakarma Treatments, Slimming Programs, Paralysis, Weight loss, Anti Ageing, Yoga & Meditation, Detoxification, Rejuvenation Therapies and so on. Somatheeram, the world's first Ayurvedic resort, is one of the best tourism spots in Kerala, India, located at Chowara Beach near the famous Kovalam beach. Somatheeram is a serene ayurvedic resort by the sea in South India. Somatheeram is offering the traditional Ayurvedic therapy as well as Yoga in a blissfully peaceful environment. This paper attempts to find out the variety of treatment offered by the ayurvedic resorts in Kerala and also to study on the facilities given by the resorts to the tourists so as to understand the flow of tourist towards the ayurvedic resort centers in Kerala.

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AYURVEDIC RESORTS IN KERALA: A CASE STUDY ON SOMATHEERAM RESORT 1. INTRODUCTION Ayurvedic resorts in Kerala are plentiful, due to the moist humid climate and abundant supply of medicinal plants and herbs there. Not only one has to rejuvenate your body but also a wonderful vacation at the same time. The treatments at some Ayurvedic resorts are much better than other resorts. Some of the top Kerala Ayurvedic resorts are all well managed, and have an excellent range of properly administered Ayurvedic treatments. We can also find some excellent holistic resorts in Kerala. Kerala has become a popualr destination for both domestic and international tourists who interested in Ayurvedic treatment for either rejunevation or the treatment of a serious ailment. The resorts in Kerala are providing an excellent ayurvedic treatments in India even in the whole world. 2. AYURVEDA Ayurveda is a science of life, a supreme symphony of nature and knowledge. The history of Ayurveda is shrouded in the mists of time. It is timeless like the Universe itself It is the ancient Indian knowledge of life like a mystical mountain, a magical ocean, remains one of the most antique and enigmatic of sciences and get an enthralling one. Ayurveda seeks to enhance the vitalities of life by drawing on the enhancing of nature. Illness according to Ayurveda is caused by the imbalance of the humors, the doshas. So medicines derived from the rare herbs of nature are used not only to treat a particular disease but to restore complete harmony of the body. It is a holistic system that states that health of an individual is based on a perfect balance of three doshas, called the Tridoshas, which is, Vatta, Pita and Kapha. These three doshas form the constitution of an individual. Ayurveda sees the human body as a mystique blend of the five basic elements like sky, water, earth, air, and fire. Ayurveda is regulated by the three bio regulating principles of thridoshas. It brings the nature’s own pill for rejuvenation and revitalization. In Ayurveda, rejuvenation or Rasayanachikitsa, is the golden way to attain longevity. The Ayurveda rejuvenatory treatment practiced today is called Panchakarma( pancha means five ans Karma action). The five fold treatment is designed for Shodhana, the eradication of the basic cause of 2

disease. Shodhana and Shamana, the mitigation of the disease and its symptoms, are the two concepts of disease management in Ayurveda. Ayurveda incorporates all forms of lifestyle in therapy. Thus yoga, aroma, meditation, gems, amulets, herbs, diet, astrology, color and surgery etc. are used in a comprehensive manner in treating patients. Ayurveda has serving as a most valuable theory for physicians to detect and treat illness of the body and mind successfully. Ayurveda aims at making a happy, healthy and peaceful society. Today, Ayurveda is a unique, indispensable branch of medicine, a complete naturalistic system that depends on the diagnosis of your body's humours - vata, pitta and kapha - to achieve the right balance. 3. AYURVEDIC TOURISM IN KERALA Ayurveda in Kerala originated over 5000 years ago. Kerala is the one of the best destination for ayurvedic treatment. Ayurveda has become a huge spelling point for Kerala’s tourism industry. In Kerala Ayurveda is not just a healthcare system but it is a part and parcel of every aspect of life, in fact it is a lifestyle in Kerala so to speak. The miracles like paralysed people walk, incurable diseases cured and so on that happen even today inspires respect and awe for the vaidyars of Kerala. Kerala’s equable climate, natural abundance of forests and the cool monsoon season are best suited for Ayurveda's curative and restorative packages. The monsoon season is the best time for the rejuvenating health packages in Kerala as the atmosphere remains dust-free and cool, which helps open the pores of the body to the maximum. Kerala is perhaps one of the few places on earth where a temperature of 24-28 degrees is maintained during a period of continuous rain. This prevalence of moisture in the air and on the surface of the skin makes it the ideal place for natural medicines to work at their highest levels of potency. The land is also blessed with innumerous medicinal plants and provides the continuity and consistency of Ayurveda medicines needed for effective treatment procedures. The same herbs with the same potency are available year after year across every season. The rich alkaloid content of the soil enhances the intensity and potency of many Ayurvedic medicines when compared to places with different soil constitution. Although Ayurveda evolved centuries ago in India, it has only in recent years that it has become a huge selling point for Kerala's tourism industry, especially in the months June-August. 3

This makes the body more receptive to herbal oils and other ayurveda medicines. Ayurveda believes in the treatment of not just the affected part, but also the individual as a whole. It is considered a natural way to refresh oneself by eliminating all toxic imbalances from the body and thus regain good health. Although Ayurveda evolved centuries ago in India, it has only in recent years that it has become a huge selling point for Kerala's tourism industry, especially in the months June-August. Kerala, the Land of Ayurveda, possesses an unbroken tradition of Ayurveda that has surpassed the many invasions and intrusions both foreign and native. For hundreds of years the Ayurveda Vaidyas, the practitioners of Ayurveda, were almost the only access for people seeking healing from every kind of disease in Kerala. The legendary eight families of Vaidyas, the Ashta vaidyas, and their successors treated the entire state for centuries. Keralite Vaidyars where the first to focus on the anti oxidant properties of Abayangam leading to the profusion of kizhis. Unlike the other Indian states the status of Ayurveda in Kerala is not alternative but mainstream. In fact, today, Kerala is the only State in India which practices this system of medicine with absolute dedication. Ayurveda is became a tourism promoting mean in Kerala. Foreigners also now understood the positive effect of Ayurveda and are now coming to Kerala on a large scale for its rejuvenating health package. In the changed condition of life people are suffering from a lot of pressure stress and tension in their day today life. Ayurvedic spa tourism is a best way to refresh the mind, body and to refill your spirit with freshness and peace. Ayurvedic treatments such as yoga meditation steam bath and massage have been proved to be effective for stress relief and also for a sound body. One of the advantages of Ayurvedic tourism is that one can opt this without any illness and can make it fully useful in Kerala. 4. AYURVEDIC RESORTS Ayurvedic resorts offer all the facilities you are likely to find at a hotel, and specifically cater to beauty, health and fitness. It has more treatment rooms than a Hotel or Resort and you can normally wander around the entire venue in robes or casual fitness gear. In addition to diets that are specially tailored to a person’s clinical picture, Ayurvedic therapies mainly Centre around essential oil treatment, particularly oil massages, as well as medications obtained from old Indian medicinal plants. Ayurvedic therapies have proved to be particularly successful in 4

treating conditions such as asthma, liver problem, allergies and a large array of psychosomatic problem. Kerala is offering a large number of wellness or Ayurvedic resorts. 5. REVIEW OF LITERATURE John Connell in his book Medical Tourism says that Ayurvedic tourism become a related element of the new Asian tourism. Ayurveda is a system of traditional medicine indigenous to South Asia and continuously practiced there. He also says about the practices of Ayurvedic treatment, Yoga, alternative medicines and so on in Southern Asia. Rabinet Jacob in his book Health Tourism And Ayurveda attempts to provide a fresh perspective on the emerging trends in health tourism based on Ayurveda. The inherent strengths the country has in this field will help it to become one of the prominent health tourism destinations in the world thereby offering immense monetary benefits. It exclusively deals with Panchakarma and its allied procedures. Baby Mathew, CMD for Somatheeram Ayurvedic Group says that Somatheeram resort offers Sun, White sands and one among the best Beaches in the world, whilst focusing on the rebalancing the body and mind through the program of Award winning Ayurvedic treatments. This exclusive programme is based on the Vedic Science – Ayurveda and is directed towards strengthening the immune system and preventing diseases. An experienced team of 20 doctors, 90 well experienced therapists with 60 treatment and massage rooms, oil dip facilities, herbal steam bath facilities, all enable to refresh the body, mind and soul. These reviews made on the Ayurvedic Tourism provide an insight into the opportunity of research in Ayurvedic resorts in Kerala. However these reviews take a whole of Kerala and not a specified resort for the purpose of Ayurvedic resorts in Kerala. Hence this Paper entitled “AYURVEDIC RESORTS IN KERALA: A CASE STUDY ON SOMATHEERAM RESORT” tries to presents the facilities and the type of treatments offered by the resorts in Kerala. 6. SOMATHEERAM AYURVEDIC RESORTS Somatheeram, the world’s first Ayurvedic resort, established in the year 1985 and is one of the best tourism spots in Kerala, India. Located at Chowara Beach on a hillock 9 km south of the famous Kovalam Beach, Trivandrum, Kerala with over 15 acres of greenery all around. The 5

sunny beach at Somatheeram Ayurveda Resort is one of the best places to get some peace and quiet scenery, the sea breeze, a good tan, sand castles and so on. Ayurveda is the soul and essence of Somatheeram, which has been providing Ayurvedic treatment the traditional way for more than 20 years and has rightfully, earned the name ‘The Ayurveda People’. Somatheeram Ayurveda Resort is unique in every aspect. Somatheeram is a complete resort with Tradition, Culture, History, Ayurveda, Yoga, Beach and Nature. Take pleasure in the breathtakingly beautiful landscape. Rejuvenate the body and soul with Ayurveda, Yoga and Meditation. Somatheeram Ayurvedic resort is regarded as the trailblazer of Ayurveda tourism and the premier provider of authentic experiences of this ancient form of medicine in India. Somatheeram welcomes every tourist to the world of authentic ayurveda, a serene aryurvedic resort by the sea in South India. In Somatheeram one can benefit from traditional Ayurvedic therapy as well as Yoga in a blissfully peaceful environment. Somatheeram offers much more than merriment. Through Ayurveda, Somatheeram provides means to shed all worries, anxieties and illnesses. Somatheeram aims a holistic experience for with its range of Ayurvedic treatments and therapies. Somatheeram is a Winner of many national and international awards for excellence in Ayurvedic Treatments. It is a Classified Heritage Ayurveda Resort and Green Leaf Classified Ayurveda Hospital and an eco friendly venture. With the objective of combining Ayurveda and Tourism, the Somatheeram Ayurveda Resort was founded in the year 1985, thus making it the world’s first ever Ayurvedic resort. 6.1 FACILITIES The lush landscape of Somatheeram Ayurveda Resort has the specialty that it has not been altered or modified in any way to build the various facilities and amenities. The resort thus retains its greenery and eco-friendly appearance in a breathtakingly beautiful manner. The Ayurvedic Hospital and Research Centre at Somatheeram has: 

20 well- experienced Ayurvedic doctors

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90 Therapists with special training in administering Ayurvedic treatment

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24 massage rooms, five treatment rooms 6

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Facilities available for dhara oil dip and herbal steam & bath

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Medicine Manufacturing Unit, Herbal Garden and an Ayurveda Academy

6.2 TREATMENTS Somatheeram Ayurveda Resort offers a number of Ayurveda Panchakarma and Rasayana Packages for its customers. All the treatments are prescribed by expert Ayurvedic doctors at the resort and carried out under proper supervision. Ayurveda prescribes many treatments for various medical conditions such as rheumatism, respiratory problems, blood pressure, cholesterol, paralysis etc. This system of medicine is special in that it makes use of only natural ingredients and as a result are totally harmless and at the same time highly curative. The different body care programs offered by Somatheeram are Rejuvenation Therapy, Body Purifiction Therapy, Body Immunization/Longevity Treatment, Manasanthy, Psoriasis Treatment, Sidhma, Slimming Programme, Beauty Care Programme, Spine and Neck Care Programme, Ayurveda Anti-Ageing Programme, Rejuvenation Massage, Body Uzhichil. Soma Ayurveda Beauty Clinic offers you the age old secrets of beauty care are: Hastha & Padha Pariraksha – Traditional Ayurvedic Hand & Feet Care Program, Kesa Samrakshanam, Hair Cutting & Styling, Twak Pariraksha, Lekhaneyam, Mukha Pariraksha, Honey Neem facial, Turmeric Sandal facial, Aloe Vera facial, Carrot Thulasi facial, Soma Herbal facial, Flower facial, Thanka Bhasmam facial, Soma Nectar, Anti-Ageing Facial, Anti-Wrinkle Treatment, Eyebrow Shaping by Threading, Waxing For Women, and Henna. Ayurveda prescribes many treatments for various medical conditions such as rheumatism, respiratory problems, blood pressure, cholesterol, paralysis etc. This system of medicine is special in that it makes use of only natural ingredients and as a result are totally harmless and at the same time highly curative. Some of the treatments offered at Somatheeram Ayurveda Resort are 

Pizhichil, Njavarakizhi, Dhara, Vasthi, Sirovasthi,Udvarthanam,

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Abhyangam, Nasyam, Snehapanam, Kizhi, Hanyamla Dhara,

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Yoni Prakshalanam, Kativasthi, Urovasthi, Ksheeradhoomam,

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Thalam, Lepanam, Marma Massage, Lekhaneeyam, Mukhalepam, 7

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Karnapooranam, Medicated Steam Bath

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6.3 FOOD The multi cuisine restaurant at Somatheeram is loaded with a variety of mouth watering dishes. Vegetarian dishes, that too in a wide variety, are made available to those undergoing Ayurveda treatment. The restaurant at Somatheeram Ayurveda Resort faces the sea and offers the best way possible to enjoy a hearty meal. Kerala sadya, feast, which comprise rice and a large number of side dishes and curries, all specially prepared in Kerala style and served in plantain leaves is an entirely different experience. Kerala cooking is complex with a large number of ingredients going into a single dish to create unique flavours. Generous use of coconut, vegetables, spices and coconut oil gives the various dishes its incomparable taste The restaurant provides a choice of about 250 different Ayurvedic vegetarian dishes, salads and juices. Non vegetarian and multi cuisine food is also available here. 6.4 ACCOMMODATION A holiday would not be enjoyable without the proper accommodation and essential amenities. Somatheeram provides it in a better way. The luxurious accommodation facilities at Somatheeram are built with a touch of Kerala tradition. Designed to give a wonderful view, every room is equipped with 24 hour room service, laundry facilities, telephone and fax facilities, Internet facilities, tours and travel assistance and so on. Built with eco-friendly materials, the lodging facilities are designed to merge elegantly with the vibes of Somatheeram. Properly ventilated to allow natural air flow, the cottages, Kerala Houses, the deluxe suites as well as the ordinary rooms are built in a classy style to suit Somatheeram. Most rooms have beautiful gardens in the front and provide an excellent view of the sea. The rooms in Somatheeram resorts are Kerala Deluxe Suite, Kerala House Deluxe, Garden Cottage, Special Cottage, Kerala House Standard, and Standard Room. 6.5 OTHER FACILITIES Variety cultural programmes form part of Somatheeram evenings and helps in getting acquainted with the various dance, music and cultural art forms of Kerala. Every Kerala festival calls for grand celebrations and an enthusiastic participation from the guests. Somatheeram also provides a variety of other programmes such as indoor games, boating and elephant rides. 9

Spending a relaxing day at the beach is indeed one of the many attractions at Somatheeram. Somatheeram provides all that is required such as beach umbrellas and beach towels to make it enjoyable to the maximum. Somatheeram cater to tourists who come for treatment and for sightseeing. They are more conscious about the tourist who are undergoing treatment and for those who have a time constraint, the doctors of Somatheeram get their medical files early and study their problems in detail even before they arrive. So the treatment protocols will be ready when they come to Somatheeram.

7. RECCOMONDATIONS 1. Accommodation in the Somatheeram resort is attractive but the tourist flow can be increased by reducing the cost of the rooms available. Both domestic and international tourists are unsatisfied about the cost of medical treatment in such resorts. 2. The flow of tourist towards the Somatheeram resorts can be improved by better customer service. The staffs must concentrate both on Ayurvedic treatment and on the customer service. 3. The resort is providing very authentic Ayurvedic treatment and this can be promoted by opening resorts to other tourism destinations in India too. 4. The authorities of Somatheeram resorts have to pay more attention on hygiene and comfortable accommodation in the Ayurvedic resorts centers. 8. CONCLUSION Ayurveda is one of the great gifts of the sages of ancient India to mankind. It is one of the oldest scientific medical systems in the world, with a long record of clinical experience. Ayurveda indicates the science by which life in its totality is understood. Ayurvedic Tourism is rapidly growing in Kerala. Kerala is renowned for its different types of Ayurvedic treatments. Kerala offers the several natural remedies available for skin care, hair care and beauty enhancement to serious illness such as paralysis and diabetes. Kerala Ayurvedic treatment is 10

based on the Panchakarma Treatment or the overall treatment in a five step process to cure mental and physical diseases in a pleasant way. Kerala is having a number of resorts which is providing Ayurvedic treatments. These resorts are the key factor for the flow of tourist arrival into the State. Somatheeram is one of these Ayurvedic resorts, which is providing the best Ayurvedic treatment in Kerala. The Ayurvedic resorts in Kerala are playing a vital role in the development of Ayurvedic tourism in the state.

BIBILOGRAPHY Karen Schreitmüller, India, Baedeker, 2009 Tim Winter, T. C. Chang, Asia on tour: exploring the rise of Asian tourism, Taylor & Francis, 2009 Kumar, Medical Tourism in India (Management and Promotion), Deep and Deep Publications, 2008 Rabinet Jacob, Health Tourism And Ayurveda, Abhijeet Publications, 2008 John Connell, Medical Tourism, CABI, 2010 Tourist Guide to South India, Sura Books Shashi Tharoor, Maqbul Fida Husain, Kerala, God's own country, Books Today, 2003

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