Ayurved - the Science of Life is what we have come to learn. A deeper understanding leads us to a realisation that the ancient texts have actually prescribed an entire Way of Life. Most Ayurved enthusiasts are mesmerized with the factual presentation of - ancient texts more than 5000 years, Tridoshic principles of Air Water and Fire, unity between Man and Universe, pulse diagnosis and feel good oil massages. This initial introduction does entice but an even deeper insight reveals a formatted science with clear rules and direction towards maintaining the machine - a human body. The understanding of what makes us tick, who we are and why we are the way we are and probabilities of where we could be headed are carefully and systemically explained in the science. One requires patience and most of all - a good teacher if not a staff of them. Ayurved can be taught in 4 years or 3000 hours but to understand the meaning of what we have read may take a lifetime. It was not written in one lifetime and is the work of seers who have observed and validated their theorem through generations of scholars continually committed to the task.
Our arrogance at achievement in the modern world sometimes blinds us to some basic facts. The realization that we may not represent the best generation in the human race and there is a possibility that our forefathers knew more on fundamentals is something difficult to imagine let alone digest. Developments of alternative fuels, technology in micro chips and latest version of software that enables magic, are true advances. In health sciences however, it could be a case of learning the hard way. The alphabet A-Z or chronology of numbers - 1,2,3,… must have taken some time and observation, but even in this theorem the realization of the value of '0' was greatest discovery of them all. Similarly in Ayurved we find a treasure in explanations on how to maintain and keep healthy the human body. The ancient texts represent experiential wisdom in only one version - the truth.
Industry
We somehow have forgotten the core principal of our existence. Absolut piracy, cost arbitrage and even worse "marketers of …." define our mission statements. Somewhere in between we also sew in "customer delight" and "most admired", this pitfall is natural when we share the same creed of consultants. We are in the health care business and it is our mission to make business from providing health solutions. It is our business to find opportunities in this bandwidth and provide the same to society. This is where Ayurved can provide a treasure of solutions. Fleet footed, open mind and the grit determination of a creator is the only capital required. Welcome to Ayurved, an entire universe of opportunities.
Traditional Approach - Project Ayurved
'We happen to know this Vaidji who cured an impossible ….", "through his treatment we avoided recommended surgery…", "all said and done with his medicines and grace god I am fit and can even walk for 25 minutes every morning…" - success stories and prompts to the first prerequisite - "Lets get a Ayurvedic Doctor". What follows is a series of meetings, some commercial exchange and products in the realm of - liver protectors, arthritic oils, derma care, weight loss, GI, uterine dysfunction, sexual and geriatric tonics. The more adventurous even foray into anti-oxidants, diabetes and cardio care. The next step is generally an immediate launch with glossy literature and for the more learned a double blind placebo controlled clinical trial. New scientists are also quick to add value - safety studies and a few cell line escapades to complete the saga - Voyages into Ayurved, Sethji by now is happy. Alas! the product is in the market, sometimes not one but six (basket) together, branded close to being structure function claims and separatelymanaged by a division of seconds. Launching tonics can never fail you but can never make you. Most of the products launched are in the bandwidth of standardised tonics. Most of the studies confirm 60% - 70% satisfaction (higher than 33% of modern science) far lower than the intended 100% solution as per Ayurved. Critical mass far below expectations and viability index on effort benefit ratio, a distinct negative mark. Result - not a single new company added to list of Ayurvedic ethical product manufacturers and marketeers, in the last 3 decades. Success remains elusive and domain of the old bloc of survivors in the Ayurved sphere. We know the first mover gets the worm but it sometimes seems that there was only one worm and there is to be only a bunch of pioneers.
When a clutch of companies spends more than US$ 55 billion on R&D they are certainly thinking deep and their methodology is worth emulating. It now takes 10 years and US$ 1.5 billion for a new drug discovery. In Ayurved it could take you US$ 300,000 and 3 years for a validated product that cannot go wrong. Continual spend of even US$ 100,000 or 5% of the sales every year on that dossier, will see your product top the charts consistently. One need not tap the wisdom of a lone successful practitioner. Branch out and reach out and put together a multi-disciplinary development team. You need not master Ayurved but certainly must know of the therapeutic segment in toto. Honestly identify the scope of the brand and claim no more. For a therapeutic segment you may need line extensions (not be meant as dosage form changes), plan on them. Keep the formulation focused on the demonstrable and replicable efficacy and not the product managers delightful glee. This will separate you from the tonics.
Approach the development with committed marketing involvement and launch product with the same winning team. Organise the science relevantly to what the brand demands and be quick in identifying "proof of concept" and compiling the best dossier that answers all the initial FAQ's that a modern practitioner will throw at you. Train your army to marshal query and build a back office repository of relevant replies.
A Revolution Ahead
In the Ayurvedic sphere and potential there is scope for more than one hundred new entrepreneurs. The opportunity presented is one, which is yet to crest. Best of all the technology is home grown and ours. The bandwidth is immense - focused drugs, therapy and treatments, health care services, phyto medicines, dietary supplements, cosmetics, foods and diets, adjuvant care, super specialty clinics and therapies, the complete gamut of health care solutions.The key to this world is dependant on your commitment to be a health care provider in the true meaning of our being. What follows you will be success.
(The author is CEO, Shree Dhootapapeshwar Ltd, and Hon. General Secretary, yurvedic Drug Manufacturers Association)