APS discusses survival strategy, welfare of employees

The Ayurveda Promotion Society (APS) is devising a plan to fight the impact of the coronavirus pandemic, which has ravaged the travel and tourism industry. In an online meeting convened on Saturday, APS members discussed the importance of surviving the crisis first before launching into top gear.

While most members talked about the importance of marketing campaigns revolving around how ayurveda can build immunity, some felt that the concept should not be overstated.

Dr D Ramanathan, President, Ayurveda Medicine Manufactures Association of India (AMMOI), said the Indian government is seeing a growth of 20% this year in the ayurveda industry post covid. The Prime Minister has announced the advantage of ayurveda in prevention of diseases as ayurveda increases immunity. His comments made on ayurveda has grabbed global attention and that itself is a very positive sign for the revival of the industry post covid, he said.

“We need to market the benefits of ayurveda in international and domestic markets at the earliest. As soon as the airports and ports open we will be able to mobilise the industry at much faster rate. Both central and state governments are giving prominence to the ayurveda health industry. We will be able to overcome these hardships which we are facing now, six months after the travel ban gets lifted,” Ramanathan added.

APS President Sajeev Kurup of Ayurvedamana Hospitals said by the time lockdown is lifted, the industry should be ready with a plan. “We should be ready with our promotional activities. The world is talking about ayurveda and its benefits at this point.”

APS secretary C S Vinod of Manimangalam Natural Concepts said the print media in America, Europe and other parts of the world have mentioned about Kerala. “We should not get disappointed. The opportunities in ayurveda are vast. I think we should start our promotions now,” he said.

Baby Mathew of Somatheeram Ayurvedic Group said the industry should look to survive first, then come up with a midterm plan and then a long term plan should be adopted. Immediately, the concern should be about the welfare of the employees and investors. The thoughts should revolve around paying salaries, maintaining the property, payment of overhead expenses, GST and taxes, he added.

E M Najeeb, Chairman & Managing Director, Airtravel Enterprises Group of Companies, who attended the meeting said wellness tourism is the backbone of the state. “We have to handle things very carefully while marketing ayurveda. We should start off with wellness tourism and ayurveda tourism should go along. Safety of our employees is very important and we should go for employee insurance. Life after Covid -19 will be different. Safety and hygiene will be top priority.”