With over 500 Ayurvedic doctors and support professionals, Jiva Ayurveda provides consultations to more than one million patients to date across 1800 cities and towns in India. It aims at making people happy and healthy through authentic Ayurvedic treatment delivered at their doorstep as a direct response to the growing ailments and disorders. In conversation with TMM, Dr. Partap Chauhan, an author, public speaker, TV personality and acclaimed Ayurvedacharya, who is presently serving as the Director of Jiva Ayurveda, talked about the brand philosophy, growth rate of Indian Ayurveda Industry and the role of social media in the existence of Jiva Ayurveda.
What was the idea behind starting Jiva Ayurveda?
Mind, Body and Soul, these three components make this life a unique one from other species and Ayurveda, as a system of medicine approaches towards making each component healthy. In Ayurveda Dharam, Arth, Karma and Moksha each one requires you to be disease-free and that is what we preach. I realised this philosophy when I studied in Delhi University and later was guided under a ‘Guru’. It made me understand the beauty of Ayurveda and it was then I decided to give it back to society with my Karma. In simple words, the goal of Ayurveda is to build a healthy and peaceful society. Within this umbrella, we also educate kids and our third wing in Vrindavan is called ‘Branch of High Philosophy’ that takes you to the core of Ayurveda and enriches you from within.
Tell us about the brand philosophy of Jiva Ayurveda.
At the core of Jiva is to educate people, because that is the only means, from which people can understand, relate and act. We try to educate people about their well-being and their body type so that they can nurture the body accordingly and live a peaceful and healthier life.
Indian Ayurveda industry is projected to record a compounded annual growth rate of a robust 16 % until 2025. What role Jiva Ayurveda is going to play in the market?
Jiva’s goal is to make Ayurveda reach every nook and corner of the world. And for that, it is not just about the products that we sell, but it is a holistic approach, where education, products, lifestyle lessons and a full-proof strategic planning helps in informing and educating the masses. Today, people are not into Ayurveda just because of aloe vera or moringa, they are here to make life a better one and for that Jiva is constantly working through its strategic planning where people are educated, informed and then asked to implement the life changes.
According to a recent study by CII there is a dearth of manpower and shortage of quality raw materials in the Ayurveda sector. Comment.
The biggest challenge of the market is that people are not ready for change. But, at Jiva, we strongly believe that change is dynamic and that is the reason, we keep changing our functionality. Earlier, we had introduced a program called ‘Ayurvedic Program’ that talked about how to produce a healthy child, pre-pregnancy care and post-pregnancy care. Also, the study says that stressful corporate life is at the core of all health issues and it calls for a natural remedy. In Ayurveda, we guide and help people heal through natural ways. At Jiva, for such problems of life, we have a branch called ‘Branch of Rejuvenation’ that guides you to live a healthy life. In a nutshell, it is all about going beyond the obvious and exploring out of the box avenues to live a better life.
Do you think that the concept of Global Ayurveda Summit has helped in the development of Ayurveda as a sector and explore opportunities for market players?
Of course yes! These platforms bring in the key players and start-ups together on a platform, where each one of us learn and unlearn and grow together. There are sessions, where the start-ups get the guidance from experts and there are instances where key players get to learn new market tricks.
How far social media has been beneficial in the growth of the brand?
It is the best and the most effective tool that helps us connect with our target market and gives us immediate feedback. In the last 5 years, social media has helped us grow our business in an easy way with first-hand feedback and easy connectivity in every nook and corner of the market.
What are your future plans for the brand?
With every day, we are growing a step ahead and that has been the strategy since the beginning. As far as future plans are concerned, we know that in the coming years, the demand for Ayurveda will increase and for the same we are planning to create more and more awareness programs and in this our existing Jiva Gram will play a key role. Also, our vision is to create an integrated platform, where all means of medicines come together and utilise the best of resources in creating alternatives for better and healthy living.
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