Study On Patanjali Yogpeeth With Other Pharmaceutical Companies

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
PREFACE
ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY
Page 1
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
Page 3
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.
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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.
TOPIC
PAGE NO.
Preface
02
Acknowledgement
03
Declaration
04
Executive summary
05
5
Chapter 1
Literature review
Introduction
06
13
About Patanjali yogpeeth

History of patanjali yogpeeth
Founder of patanjali
yogpeeth
History of yoga nad ayurved
in India
Chapter 2
Products
About herbal products in
61
patanjali yogpeeth
Product line and portfolio of
patanjali yogpeeth
Product mix of patanjali
yogpeeth
Ayurvedic products vs
pharmaceutical products
Chapter 3
Yoga and physical therapy
109
Study of yogs of patanjali

Page 8
yogpeeth
Yog centres of patanjali
yogpeeth
Chapter 4
New product devalopment
136
New product devalopment of

patanjali yogpeeth
Research and devalopment of
patanjali yogpeeth
New product devalopment of
pharma sector in India
Chapter 5
Marketing and network of patanjali
166
yogpeeth and indian pharma sector
Chapter 6
Marketing policies of patanjali
199
yogpeeth
Chapter 7
Pricing strategy
214
Pricing of patanjali
yogpeeth product
Pricing factor of indian
Page 9
pharmaceutical
companies
Chapter 8
Demand and supply pattern
231
Preference of indian market

for medicines
Study of demand pattern of
patanjali yogpeeth
Major suppliers of patanjali
yogpeeth
Study of demand pattern in
pharma sector
Chapter 9
Competitor analysis
290
SWOTanalysis of patanjali
yogpeeth
SWOT analysis of Indiam
phaarma sector
Chapter 10
Chapter 11
348
Bar graphs and charts

Findings and limitation
351
Conclusion
Suggestions and
recommendations
Biblography
Word of thanks
Page 10
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
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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:
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
CHAPTER 1
INTRODUCTION
ABOUT PATANJALI YOGPEETH
HISTORY OF PATANJALI YOGPEETH
FOUNDER OF PATANJALI YOGPEETH
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HISTORY OF YOGA AND AYURVED IN INDIA
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
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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 many times.
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.
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
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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.
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.
Page 15
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.
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
Page 16
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 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
Page 17
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.
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.
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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.
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 theOF
country's
development.
ISHAN
INSTITUTE
MANAGEMENT
& TECHNOLOGY
Page 21
To create an environment in departments of Education, Health, Forces, Administration,
Page 22
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
communalism, castism and the feeling of sex, creed.

Page 23
10 To run the free educational centers and to facilitate the worthy poor helpless orphans
.
students by providing clothes, food, study materials and lodging.
Page 24
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
the biggest laboratory for the research work.
6. To INSTITUTE
grow differentOF
kinds
of herbal medicines
through preservation of different Page 25
ISHAN
MANAGEMENT
& TECHNOLOGY
categories of species. Conservation, preservation, and different kind of medicinal
gardens for it. Construction of green house etc. For the promotion and conservation of
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,
Page 26
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 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
Page 27
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.
Page 28
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
Page 29
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
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
Page 30
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
Yogars 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 crya Shri
Baldevji he studied Sanskrit and Yoga, and earned a postgraduate (crya) degree with
specialization in Sanskrit Vykaran a, Yoga, Darana, Vedas and Upanis ads, later he was very
much inspired by the life and writings of Mahars i Dayanand and he thoroughly studied
Satyrtha Praka, Rgveddibhs yabhmik etc. Along-side the magnetism of Mahars i.
Patajali as an exponent of Yoga, Sanskrit Grammar and yurveda continued to exert its
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
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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:
1. Yoga Sadhana evam Yoga Chikitsa Rahasya

2. Pranayama Rahasya
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.,
Page 32
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
Page 33
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
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
Page 34
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
Page 35
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.
ACHARYA BALKRISHNA JI
chrya 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 yurveda, he is an able and sincere
collaborator in all the projects and ventures launched by Swami Ramdevji, ever since their
chance meeting in the Gangotri caves.
Balkrishnaji studied Skhya yoga, yurveda, Sanskrit language, Pn inis As t dhyy,
Vedas, Upanis ads and Indian philosophy under the guidance of crya Shri Baldevji in the
Page 36
Gurukul at Kalwa (near Jind, Haryana) and obtained his postgraduate (crya) degree from,
Sampurnanand Sanskrit Vishwavidyalaya, Varanasi.
During his journey and austere penance in the Himalayas he was able to explore four rare and
extinct as t avargaplants used as ingredients in the preparation of cyavanapra, an yurvedic
tonic. He is also credited with discovering the sajvan bt 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 yurveda have combined wonderfully in
the treatment of these diseases at a very nominal/ affordable price.These successful
treatments have been documented by cryaji 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.
cryaji 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 cryaji. 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,
Page 37
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
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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,
Page 40
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
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:
Internal medicine,
Surgery,
Organic medicine,
Pediatrics,
Toxicology,
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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
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.
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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.
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
Page 44
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.
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.
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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 (anumna). At the same
time, thevaidyas was present at meetings where information was exchanged. The 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.
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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 since
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:
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).
Page 47
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
Page 48
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.
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.
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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:
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.
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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
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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.
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
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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.
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
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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.
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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.
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.
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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.
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
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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.
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
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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 Monier-Willians
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 maintained 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
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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.
CHAPTER
PRODUCTS
Page 59
ABOUT HERBAL PRODUCTS IN PATANJALI

YOGPEETH
PRODUCT LINE AND PORTFOLIO OF PATANJALI

YOGPEETH
PRODUCT MIX OF PATANJALI YOGPEETH

AYURVEDIC PRODUCTS VS PHARMACEUTICAL
PRODUCTS
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
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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.
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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 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.
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.
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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.
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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.
Page 65
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.
Mukta vati precautions
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
Page 66
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.
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.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,
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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
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
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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
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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;
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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
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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
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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)
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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)
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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)
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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
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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
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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
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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
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
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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.
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.
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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.
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
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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
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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
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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
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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
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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
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
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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
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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:
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
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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 disorders
particularly 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
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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
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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.
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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
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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
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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
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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.
Why and how has such a great science as ayurveda been practically lost? The answer lies
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
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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.
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
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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. Ayurvedic 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 psychoISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY
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biological 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.
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.
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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
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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.
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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 influencespsychological, 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
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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
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
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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
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.
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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.
CHAPTER 3
YOGA AND PHYSICAL THERAPY

STUDY OF YOGS OF PATANJALI YOGPEETH
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YOG CENTRES OF PATANJALI YOGPEETH
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
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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
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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.
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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.
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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
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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
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,
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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
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
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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.
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1.
2.
3.
4.
Yogasana (Yoga positions)

Six shatkarmas (physical and mental detox techniques)
Mudras and Bandhas (psycho-physiological energy release techniques)
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
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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.
2.
3.
4.
5.
6.
Not believing but realising

Self-awareness leading to self-analysis
Experiencing knowledge
Realising the personal nature
Developing intuitive wisdom
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
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.
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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
Yoga, are one of only two systems of Kriya Yoga recognized the world over, the other being
that of Paramahamsa Yogananda
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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.
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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:
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.
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
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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:
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Viloma Paused Inhalation:
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
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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.
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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
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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.
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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.
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
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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.
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.
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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
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;
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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.
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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
NEW PRODUCT DEVALOPMENT OF PATANJALI YOGPEETH
RESEARCH AND DEVALOPMENT OF PATANJALI YOGPEETH
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.
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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
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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 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.
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established.
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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
There are many different types of treatment as well as products in market that produce better
help
the
hair
to
grow
back
within
short
and
certain
time
limit.
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.
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.
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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.
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RESEARCH AND DEVALOPMENT OF PATANJALI YOGPEETH

PATANJALI HERBAL GARDEN & AGRO RESEARCH
DEPARTMENT - DIVYAYOG MANDIR (TRUST)
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
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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.
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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.
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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.
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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 .
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To develop agro technology based on indigenous methods of seed selection and organic
farming etc.
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.
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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.
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.
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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
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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:
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).
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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.
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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
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
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(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
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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.
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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
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
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]
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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.
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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.
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.
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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
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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
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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
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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.
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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. 1Geographically 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
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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.
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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
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.
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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
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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.
CHAPTER 5
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MARKETING AND NETWORK OF PATANJALI YOGPEETH

AND INDIAN PHARMA SECTOR
MARKETING AND NETWORK OF PATANJALI YOGPEETH
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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.
Product: Introducing the Value Discipline
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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.
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
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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.
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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
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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
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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.
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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, multicrore, 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
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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
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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.
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
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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
(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.
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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
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)
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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.
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:
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(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.
(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
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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 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:
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 "realtime" 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
A lack of standardized data definitions, necessitating duplicate testing and trials
Weak process and systems integration that slows time to market
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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
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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
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
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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.
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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. India 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
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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
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."
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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.
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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
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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-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.
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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.
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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)
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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
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.
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.
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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
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.
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.
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
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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
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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:
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.
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,
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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
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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
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.
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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
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.
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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
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
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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
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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
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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.
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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
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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.
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
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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
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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
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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.
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,
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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
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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
PRICING OF PATANJALI YOGPEETH PRODUCT
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.
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established.
Page 220
LIST OF PRODUCTS
Page 221
S.NO.
PARTICULAR
RATE IN rs
KWATH
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
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
ABHAYARISHTA* - 450ML
ARJUNARISHTA* - 450ML
ARVINDASAVA* - 225ML
ASHOKARISHTA* - 450ML
ASHWAGANDHARISTA* - 450ML
KHADIRARISHTA* - 450ML
KUMARYASAVA* - 450ML
KUTJARISHTA* - 450ML
MAHAMANJISTHADI KWATH PRAVAHI*- 450ML
PTRANGASAVA* - 450ML
PUNARNAVARISHTA* - 450ML
SARSAVTARISHTA* - 450ML
USIRASAVA* - 450ML
VIDANGASAVA* - 450ML
LOHASAV* - 450ML
50
55
45
45
65
50
50
50
50
70
50
70
50
50
50
ASAWA
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
VATI
32
AAMVATARI RAS -20GM
33
AROGYAVARDHANI VATI-20GM
34
AROGYAVARDHANI VATI-40GM
35
ARSHKALP VATI -20GM
36
ARSHKALP VATI -40GM
37
CHANDRAPRABHA VATI -20GM
38
39
40
CHITRAKADI VATI -20GM
41
HRIDYAMRIT VATI -20GM
42
HRIDYAMRIT VATI -40GM
43 ISHANJWARNASHAK
-20GM
INSTITUTE OFVATI
MANAGEMENT
& TECHNOLOGY
44
KAYAKALP VATI -20GM
45
KAYAKALP VATI -40GM
46
KHADIRADI VATI- 20GM
47
KUTAJGHAN VATI -20GM
35
40
80
30
60
35
70
105
40
100
200
40 222
Page
70
140
30
30
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
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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.
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
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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.
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.
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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
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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.
CHAPTER 8
DEMAND AND SUPPLY PATTERN

PREFERENCE OF INDIAN MARKET FOR MEDICINES
STUDY OF DEMAND PATTERN OF PATANJALI
YOGPEETH
MAJOR SUPPLIERS OF PATANJALI YOGPEETH
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
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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.
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.
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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 cloudbased 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.
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
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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.
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
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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
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.
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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.
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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:
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.
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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.
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.
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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.
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.
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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.
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
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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.
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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.
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
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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.
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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.
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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:
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.
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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,
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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
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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
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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.
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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.
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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.
Page 249
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.
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.
Page 250
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.
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.
Page 251
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 Patanjali
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
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
Page 252
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
Page 253
(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
Collaboration in Research with National Bureau of Plant Genetic Resources (NBPGR)

and Research on Astavarg plants:
Page 254
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:
Page 255
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..
Page 256
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
Page 257
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 .
Page 258
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 in India which covers
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.
Page 259
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 environment
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.
Page 260
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 stores, grocery
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.
Page 261
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
Page 262
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
Page 263
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?
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
Page 264
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!
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
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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
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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).
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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.
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-
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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.
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.
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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.
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
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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
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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.
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
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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.
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.
Page 273
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
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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.
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
Page 275
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
Size ($ Billion)
Total Pharma Market 6.9
Market Share (%)
Growth Rate (%)
100.0
9.9
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Cipla
Ranbaxy
Glaxo Smithkline
Piramal Healthcare
Zydus Cadila
Source: ORG IMS
.36
.34
.29
.27
.24
5.3
5.0
4.3
3.9
3.6
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:
According to a study by FICCI-Ernst & Young India will open a probable US$ 8
billion market for MNCs selling expensive drugs by 2015
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
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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
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09
30365
32575
34128
39989
45367
50946
55454
Exports
12826
15213
17857
22216
24942
30760
38433
Imports
2865
2956
3139
4515
5867
6734
8552
42326
47332
52029
62566
68442
78610
89335
Domestic
Market
Total
Market Size
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.
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Export of drugs and pharmaceuticals from 2002-03 to 2009-10 (May,09) are given in table
below:
Year
Exports
Growth %
2002-03
12826
2003-04
15213
18.61
2004-05
17857
17.38
2005-06
22216
24.41
2006-07
26895
21.06
2007-08
30760
14.37
2008-09
38433
24.94
April, 2009
3043
14.80
April 2009-Dec 2009
29551
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.
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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
Growth Rate
(figure in Rs crore)
(%)
2003-04
32575
7.28
2004-05
34128
4.77
2005-06
39989
17.17
2006-07
45367
13.45
2007-08
50946
12.30
2008-09
55454
8.85
S.No.
Pharma Export Promotion Council (Pharmexcil)

The Department had played a pivotal role in the formation of Pharmexcil consequent to the
Page 280
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
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.
The country has the distinction of providing quality healthcare at affordable prices.
Page 281
Top 20 destinations of Indian Pharma products during 2008-09

S. No.
Importing country
2008-09 (figure in Rs Crore)
USA
7103.27
Russia
1519.20
Germany
1441.87
Austri
1417.15
UK
1233.09
South Africa
1126.75
Canada
1090.43
Brazil
1018.89
Nigeria
1001.74
10
Ukraine
687.22
11
Israel
686.22
12
Netherlands
669.98
13
Spain
620.02
14
Turkey
614.20
15
China
561.53
16
Kenya
543.86
17
Vietnam
536.62
18
Belgium
520.90
19
Italy
57.85
20
Mexico
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
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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.
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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
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:
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).
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.
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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:
Publishing of advertisement in Kazakh journal "Ghazab Hindustan" for promotion of

Indian Pharma products in Kazakhstan.
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.
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
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
Aurobindo Pharma Ltd
Aventis Pharma Ltd
Cadila Pharmaceuticals Ltd
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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
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.
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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",
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
SWOT ANALYSIS OF PATANJALI YOGPEETH
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
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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
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O.P.D.- Yoga/ Yoga Classes

Yajna/ Zadi Buti Chikitsa
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
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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
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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
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

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
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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.
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
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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.
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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).
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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
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established.
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
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
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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
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.
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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
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.
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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.
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;
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# 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
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# 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),
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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.
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# 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
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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
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(obstinate urinary disorders including diabetes) and leucorrhoea.

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.
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Divya Swasari Ras for Lung Problems, Bronchitis and Asthma

* 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, Piles 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
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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
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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.
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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.
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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.
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.
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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
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
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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
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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.
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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
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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
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members to come forward and support ADMA for facilitating the growth and development of
the Ayurvedic Industry.
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.
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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.
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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.
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
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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:
Sun Pharma (25.7%)
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$
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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.
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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.
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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.
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
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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.
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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
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.
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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.
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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
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.
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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.
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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
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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.
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.
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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 Sulphate, 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.
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
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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
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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.
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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
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 )
Page 338
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
Page 339
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
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.
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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.
Page 341
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.
OPPORTUNITY
Page 342
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
--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
Page 343
"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
Page 344
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 weakISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY
Page 345
willed 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.
Page 346
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.
THREAT
Growinging competition within the same industry
Page 347
Emergence of yoga and pranayam
Growth in the herbal or ayurvedic industry
CHAPTER 10
Page 348
BAR GRAPH AND CHARTS
Page 349
Page 350
Page 351
CHAPTER 11
FINDINGS AND LIMITATION

CONCLUSION
SUGGESTIONS
BIBLOGRAPHY
WORD OF THANKS
Page 352
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.
Page 353
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.
Page 354
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.
Page 355
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
Page 356
TH
ANK YOU
Page 357

Study On Patanjali Yogpeeth With Other Pharmaceutical Companies

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STUDY ON PATANJALI YOGPEETH WITH OTHER

A report submitted to IIMT, Greater Noida

Ishan Institute of Management and Technology

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

Rajnish Kumar Singh

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

(Rajnish Kumar Singh)

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

About Patanjali yogpeeth

Yoga and physical therapy

Study of yogs of patanjali

New product devalopment

New product devalopment of

Marketing and network of patanjali

yogpeeth and indian pharma sector

Marketing policies of patanjali

Demand and supply pattern

Preference of indian market

Bar graphs and charts

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

the health of the people

HISTORY OF YOGA AND AYURVED IN INDIA

About patanjali yogpeeth

g. Free Distribution Of Medicines : Medicines and food supplements are provided on

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

The prominent features of this Multi-Service-Unit of PatanjaliYogpeeth (Trust) are as

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

To form a new integrated system of treatment, consisting mainly of the techniques of

To create an environment in departments of Education, Health, Forces, Administration,

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

Objectives of Divya Yog Mandir (Trust)

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

students by providing clothes, food, study materials and lodging.

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

Objectives of Patanjali Yogpeeth (Trust)

HISTORY OF PATANJALI YOGPEETH

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

FOUNDER OF PATANJALI YOGPEETH

SWAMI SHANKAR DEV JI

SWAMI SHANKAR PURUSHOTTAM TIRTH JI MAHARAJ

1. Yoga Sadhana evam Yoga Chikitsa Rahasya

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

HISTORY OF YOGA AND AYURVED IN INDIA

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

There are four Vedas. They are

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

Aphrodisiac remedies and

Principles of preventive healthcare for the entire family (kulam svastyam

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).

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

Male and female infertility (vajikarana).

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY