BRIEF OF SANTHIGRAM AYURVEDIC WELLNESS CENTERS IN USA

A Venture of

SANTHIGRAM KERALA AYURVEDIC CO. OF US INC.

3050 Woodbridge Ave., Edison, NJ 08837
Promoted By:

SANTHIGRAM GROUP OF COMPANIES, INDIA

Corp. Office: A-1/286, Safdarjung Enclave, New Delhi-110029 1

INTRODUCTION

The World Health Organization defines health as a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity. Physical Health, Mental Health and Social well-being .are the three important pillars of health in a human being.

Ayurveda, the knowledge of life and longevity, is the oldest, most comprehensive scientific discipline, a complete health care system or healing system that was preached, practiced and documented in the ancient times by omniscient sages. This knowledge was revealed to them in their spiritual pursuits. Closely associated with the Indian thought process, the origin of this system can be traced to the Vedas, the earliest codified knowledge body, which deals with all aspects of the universe. This ancient knowledge was then dissipated to mankind around 5,000 years ago by sages and seers for the well being of mankind.

Ayurveda is known as the Science of Life. It is derived from two Sanskrit terms Ayur which means life and Veda which means knowledge. Thus Ayurveda teaches to lead a healthy life. The basic philosophy of Ayurveda is to make people aware of their life style, diet, exercise and mental activities to achieve a prefect balance in mind, body and soul. Literally, it focuses on uninterrupted physical, mental and spiritual happiness and fulfillment. So, Ayurveda focuses on absolute perfect health and not disease. On

the other hand, the modern medicine stresses only on the body and neglects the mind, senses and the soul. Any infirmity in the mind, senses and soul leads to illness in the Ayurvedic definition.

The system of Ayurveda medicine evolved over thousands of years through processes of experience, observation, experimentation and intuition. It is the most practical and sensible preventive system in the world. It is practiced intact even in todays technology-driven world. Ayurvedic system of medicine prescribes time tested and trusted methods to improve ones physical and mental activities.

Ayurvedic Panchakarma Therapy has methods to totally rejuvenate the body and mind. These procedures improve the physical and mental activity measurably. While modern medicine prescribes medicines which concentrate on maladies, Ayurveda focuses its main attention on health, its insistence on keeping the mind and spirit strong by orbiting the inherent vital strength with herbal remedies and natural invigorating methods.

Ayurvedic medicines and philosophy has been very popular in most Western countries due to the growing popularity of Yoga. It is simultaneously social, spiritual, emotional, psychological and medical science. It has gained significance in this modern world due to its uncannily holistic approach to the wellbeing of the individuals. In the health care centers, Ayurveda is the governing principle behind integrating treatments and developing specific life style management programs. Founded on the wholeness of

mind, body and spirit, the art and science of Ayurveda is emerging as an important health care option in the Western countries. Holistic health is one of the trends of the modern world and complementary medicines is viewed by many as a solution to the rising incidence of chronic illness and diseases and spiraling health and medical care costs in the Western world.

People in developing countries suffer from physical problems that affect the body due to poor hygienic conditions and lack of proper nutrition or both. In developed countries, people are plagued by chronic diseases and psychological illness. Chronic diseases such as heart diseases, high blood pressure, diabetes, asthma, arthritis, rheumatism, insomnia, obesity, neuralgia, fatigue, sinus congestion, constipation, stress, anger, nervous tension, anxiety, depression, varicose veins, and skin complaints are continuously rising in incidence, causing increasing mortality and morbidity. Ayurveda offers health solutions that deal with the methods to help bring a person into a state of complete balance. These solutions are not restricted to sophisticated formulas or medicine but goes to the extent of prescribing a personalized life style for each individual. The intensity of the diseases determines the kind of health solution. If it is a recent illness or diseases it can get treated by home remedial measures but in a chronic situation where the disease has spread from one body system to another, the treatment requires a full range of Ayurvedic formulas that includes health massages and specific diets.

The trend towards alternative or complementary medicine particularly Ayurveda medicine has caught up all over the world especially in the Western countries. Ayurveda has become a household name in Malaysia, United States, United Kingdom, Australia, Germany, New Zealand and France to name a few. A number of Ayurveda centers have been established in the community of these countries providing Ayurvedic care of the ailing patients who have given up modern medicine. The Ayurvedic physicians help the practitioners of other systems, especially practitioners of modern medicine, to incorporate Ayurvedic principles in their existing practice. Thus, these centers provide holistic medicine accessible to the people. Yet, there are practitioners of modern medicine from the Untied States who have come to India to study Ayurveda medicine. They apply both modern and Ayurveda aspects of medicine in their treatment modality. These trends are beginning to catch up all over the world.

Uniqueness of Ayurveda
The holistic approach of Ayurveda is unique. Treatment given is for the individual as a whole, not just the body alone, but also mind and soul. Again, treatment is not to correct the affected part only, but to correct the origin and balance the equilibrium. The Mind - Body relation is well explained in Ayurveda. Mental aberrations can lead to physical ill-health and vice versa.

Ayurveda believes that a healthy mind can exist only in a healthy body.

It is

essentially knowledge of the Art and Science of Living which man needs, as long as

there is life on earth. It maintains the tradition of using only plants, vegetables etc. which are available in nature. Ayurveda. In other words, no artificial substance is used in

Ayurvedic Treatment varies from person to person. It is not the same for the same illness, for all. It is based on the age, sex, strength, constitution, condition of the Ayurveda believes that the disease is gone once the

disease etc, of the patient.

balance is restored. Great emphasis is laid on the principles of proper diet, proper exercise, proper breathing, proper relaxation, proper thinking and proper meditation.

YOGA highlights the importance of mind in proper health. It helps human beings to achieve a higher state of body and mind. Yoga enables the individual to economize energy and thus refreshes the mind and body. Relaxation is very important, as it is natures way of recharging the body. Practice of Yoga with ayurvedic medicines gives sure relief to Asthma and other ailments. Breathing exercises cleanse the body and activates all the systems. Meditation goes a long way to relieve tension and stress. Yoga and meditation are highly beneficial to the modern man in this fast changing and busy world.

Ayurveda states that no single substance or influence can be ultimately branded as totally wholesome or unwholesome. The idea of wholesomeness of life is represented

by the myth of AMBROSIA i.e. the fabled food of the Gods (Elixir), a drop of which in a single dose, will take away all illnesses, for ever.

From the Ayurvedic point of view, Ambrosia and Toxin are not structural entities; they are functional. A material, in proper union with life, is the representative of Ambrosia, whereas the same material in improper union will be regarded as `Toxin. All ayurvedic principles have an immunological bearing.

The fundamentals of Ayurveda, state that all human beings are born in a state of equipoise, but later lose it either through bad diet, bad treatment or moving away from the physical location most conducive to the body constitution and temperament. Ayurveda looks at the role of the physician as follows: To understand the imbalance happening to the dynamic equilibrium of the body and to set it right by bringing back to the original state. The physician makes the patient healthy and not just treats the illness.

According to Ayurveda, the human body is composed of three fundamental elements called, DOSHAS which represent the physiochemical and physiological activities of the body, DHADUS which denotes the materials entering into the formation of a basic structure of the body cell, to perform basic actions and MALAS which denotes the substances which are partly used in the body and partly excreted in another form after serving their physiological activities.

Proper balance of these three principles at work, in the human body, is essential. All the three are equally important, but Doshas are a bit more dominant. There are three kinds of Doshas.

They are Vata, Pitta, and Kapha, which may not be equal and same in all people. Our food habits, lifestyle etc., can be adjusted according to the body type, to maintain perfect health. The signs and symptoms, by which we can foresee an illness, are well described in the Ayurvedic texts. How to change our lifestyle, according to the climate, is also given in the books.

Ayurveda prescribes the social norms for an individual.

This helps in maintaining

spiritual health and elaborates on daily routines, according to the region of the habitat, age of the person etc. Ayurveda believes that man is influenced very much by his environment, which affects his health status too. The routines include diets, habits and attitude to life. These are to be changed according to age, sex, living conditions,

environment etc., these changes are required to maintain the natural resistance of the body to diseases.

Diet and dialectics are of great importance. Any abnormality in the consumption of food can cause insufficiency and upset the immune system.

PANCHAKARMA THERAPY
PANCHAKARMA consists of five Ayurvedic procedures, which are purificatory in nature, viz. Nasya, Vamana, Virechana, Vasthi and Raktha Moksha which eliminate all the toxic elements from the body and mind. Panchakarma (Purification Therapy) deals mainly with the removal of toxins and waste materials from the body to purify the biological system from gross channels to eradicate the disease completely. It is helpful in the prevention of disease and preservation and promotion of health, as well as the management of psychosomatic, neurological, gastrointestinal, cardiovascular and many other chronic degenerative diseases and autogenic conditions. Panchakarma plays a vital role in Ayurvedic therapeutics and occupies an important place in the Ayurvedic system of medicine.

Under pre-operative management, the doshas are liquefied by internal and external oleation of ghee, oil, massages and fomentation followed by main purification processes for the elimination of toxins from the body. Under post- operative

management, various types of dietetics and disciplined living for a few days after the treatment methods are described.

Keraleeya Panchakarma Therapy The only place in the world practicing AYURVEDA in its absolute purity and dedication is Gods own country, Kerala, India. Ayurvedic Physicians in Kerala have developed specialized techniques of panchakarma, which is something more than the purification

therapy. Kerala has specialized in this therapy and it has become a center of world attention. Large numbers of people from all over the world are coming to Kerala to avail this treatment.

OUR MISSION
To Propagate Worldwide the Traditional Kerala Ayurvedic Panchakarma Therapy for health rejuvenation and specific chronic / acute ailments by establishing Authentic Ayurvedic Centers which render customer friendly services without compromising the essence of Ayurveda The Science Of Life

LAUNCHING SANTHIGRAM CENTERS OUTSIDE INDIA The world-wide acceptance of this therapy has prompted Santhigram to plan and establish authentic Ayurvedic Wellness Centers in different parts of the world and convert it into a major business opportunity. Five years back the company has set up two Ayurvedic Franchise Centers in UK and seeing its success, the company has established two of its own centers under the direct control of the company one with residential facilities at Milton Keynes and another at Southall both at England. The continued acceptability and success in UK and the ever increasing popularity of Ayurveda in the United States has encouraged the company to extend its unique services to the U.S.

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OUR VISION As the venture is based on the unique Indian system of Health Care, the key to the success of the venture is entirely based on the availability of specialist manpower which was not locally available and the company was successful in convincing USCIS to get the work permit for 12 Ayurvedic Specialist persons to start up the operations in this country. Subsequently the necessary equipments and the herbal preparations and Ayurvedic Oils were imported in order to establish the business and its first Center was launched in November 2007 at Uniondale, NY and subsequently it has launched its second center in Edison, NJ in January 2008. We plan to establish a series of such Centers all over US in coming years

SPECIALIST MANPOWER Since Ayurvedic Panchakarma Therapies are a very specialised Health Care System, the entire business activity is centered on the availability of specialized manpower, qualified and experienced in this field. The Ayurvedic Panchakarma Therapy can be administered only by people with specialized training and experience. A minimum of one year

theoretical-cum-practical training and subsequent 2 to 3 years of training is essential for administering the Panchakarma Therapy independently. The ayurvedic panchakarma therapy is generally done as a course for 7 days, 14 days or 21 days depending upon the type and magnitude of the problem. Also traditionally the therapy is administered by male therapists for male clients and female therapists for female clients.

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AYURVEDIC THERAPIES OFFERED BY SANTHIGRAM Santhigram Centers offer various types of rejuvenation therapy for healthy people wanting to refresh themselves from the frictions of daily living and also provide curative therapies which help to alleviate a number of chronic ailments like Spondylitis, Slip Disc / Back Ache, Arthritis, Joint Pains, Muscle pains, Sprains, Frozen Shoulder, Obesity, Sinusitis, Migraine, Psychosomatic disorders due to stress & strain, depression, insomnia, skin diseases like Psoriasis, Eczema etc.

Some of the Ayurvedic & Panchakarma procedures used in our therapies are given below: o o o o o o o o o o Uzhichil or Abhyangam Pizhichil Shirodhara Swedana Nasyam Elakizhi Njavarakizhi Shirovasthi Udhwartanam Vasti

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A small brief on the above procedures are explained below:

UZHICHIL OR ABHYANGAM

Uzhichil or Abhyangam means Oil Massage. Ayurvedic Massages with herbal oils tones up the muscle, improves the blood circulation, increases the skin luster, rejuvenates and strengthens all the tissues so as to achieve ideal health and longevity. This increases primary vitality (Ojas) and resistance. It is also beneficial to the eyes and gives sound sleep. It is also is a cure for rheumatism. Abhyangam when massaged with medicated oils keeps your body fit, controls fat, reduces sagging and makes the skin younger and reduces stress.

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PIZHICHIL (Oil bath with gentle body massage)

This is the ultimate therapy with constant flow of warm oil for relaxing mind and body. It is slowly and gently applied to the full body by two masseurs working in complete harmony. This therapy makes one feel peaceful, calm and relaxed. This therapy is also useful to treat muscle spasms and other degenerative diseases that affect the muscles.

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SHIRODHARA

This is amazingly relaxing therapy which gently releases stress and tension from the mind and body. This usually accompanies Abhyangam. A steady stream of warm, aromatic oil/ decoction using special devices flows rhythmically across the forehead calming the mind and soothing the nervous system. It induces feeling of profound peace and happiness. It is also used for treating various psychosomatic disorders, insomnia, chronic cold , sinusitis, etc.

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SWEDANA

This is a herbal steam treatment allowing the body to perspire and release impurities from the skin. It is excellent for helping soothe painful, sore or aching muscles and joints and for improving the complexion.

NASYAM This is an Ayurvedic Panchakarma therapy to help alleviate problems of excess mucus and blocked sinuses. An invigorating head

massage is followed by a herbal steam inhalation and the

application of hot towels. Herbal nasal drops are then administered to loosen, melt and release mucus from the sinus passages.

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ELAKIZHI

Elakizhi is a kind of sudation therapy using medicated leaves The proportion of ingredients varies according to the symptoms of the diseases. This Therapy is best to treat the diseased conditions such as joint pain, muscle cramps, rheumatic arthritis and all sorts of Degenerative Ailments NJAVARAKIZHI

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This is a process of fomentation of the body with linen bags containing mixture of cooked Njavara rice in a mixture of milk and herbal decoction

and this therapy is more effective in cases of wastage of muscles, hemiplegia and the diseases related to mal-nourishment.

SIROVASTHI

In this therapy a leather sleeve is tied over the head of the patient and medicated oil is poured into the sleeve and the oil is allowed to remain on the head for a specific duration depending on the severity of the diseased condition. This therapy is effective in disorders like facial paralysis, insomnia and other diseases related to mental stress.

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UDWARTANAM

This is a whole body massage with fine medicinal powder to enliven and energize the body. It helps to promote better digestion, healthier skin, firmer muscle, increased blood circulation. It is widely recommended for those with obesity or those wishing to loose weight.

VASTI Vasti is the most important of all the therapies in panchakarama. It involves the introduction of herbal oils and decoctions by a process using Vasti Yantra. It is also a rejuvenating therapy and is more effective in conditions such as sciatica, rheumatic arthritis and degenerative ailments.

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JUSTIFICATION FOR THE NEED OF AYURVEDA CENTERS IN US

As stated earlier in the introduction, vast majorities of the population are aware of the role played by alternative or complementary medicine that includes Ayurveda as a form of healing system in the primary care settings. With the impending amalgamation of traditional medicine with modern medicine in the future, it is envisaged that the demand for centers providing alternative treatment facilities for ailing patients would become necessary to supplement the existing infrastructure. People travel all the way to India to undergo such therapies and if the same facilities can be offered here, the hassle of travelling to distant places can be avoided and same therapies in its absolute purity can be availed in this country through the planned Ayurvedic Centers in this country.

SOCIAL COST BENEFIT

People seeking authentic Kerala Ayurveda Panchakarma therapy need not travel thousands of miles from US to Kerala (India) , thus saving a lot of time and money. Apart from transferring skilled manpower from the parent company,

Santhigram Inc, will create jobs for US citizens to handle IT, operations, Accounts, Marketing and Administration. In the due course as Santhigram Inc establishes its training centers in the US, Ayurvedic therapist will be trained and recruited locally in the future.

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