Gita Ramesh, Jt MD, Kairali Group: After a huge learning curve and adoption, Ayurveda did see a benefit from Covid

Established in 1908, Kairali Ayurvedic Group is headed by Gita Ramesh and K.V. Ramesh, both of whom hail from a long family lineage of traditional Ayurvedic doctors. In an exclusive interview, Gita Ramesh, Jt Managing Director, Kairali Ayurvedic Group speaks to Steena Joy of WOH News about the group’s brand extensions and future roadmap.

Your insights on the Ayurveda sector in India? Impact of Covid-19?

To say Covid was an unfortunate event globally would be an understatement and has left many distraught. Like all industries the initial few months were a stark reminder on how difficult things can be without movement and traditional means of living. After a huge learning curve and adoption, Ayurveda did see a benefit, from increase in online sales and the gradual opening of markets etc. and the support from the government of ayurvedic products in treatment and immunity building against Covid. We saw a significant increase in sales.

How has Kairali evolved over the years since 1908? What were the initial challenges?

We have gone through many different avatars over the decades and will continue to evolve as time flows. We initially started as two clinics and then into a product company and back into services and education with rebranding and merging of the group into Kairali in 1989. Currently we are evolving by bringing this ancient science to the forefront with data analytics, evolved systems in terms of management and production etc.

Brand extensions into Hospitality and Training. How has it worked for the Group?

Hospitality has done well – our property is recognised and the top 10 in Asia as a wellness retreat and has a loyal following and we have expanded globally gradually over the years and will continue to do so. Training was always an internal process and it is in its nascent stage and in process of being a separate vertical. Due to the pandemic the progress has been slow as offline classes were not something we could pursue so we are pivoting into online courses.

Spurious Ayurveda centres. Apart from classification by the Kerala Government, what more needs to be done is to regulate the segment?

We already have a body that has set standards and certifies Ayurveda centres. We need a government push in the adoption of the same so that everyone knows NABH guidelines and assures that atleast the basic norms are met and they are not spurious centres that could take undue advantage of patients.

Future vision and roadmap for Kairali?

Our future vision is simple – Ayurveda is Kairali and Kairali is Ayurveda globally.

Short term roadmap would be to get back on track of the:

• 100 centers target
• 4 new Hospitality ventures
• And the launch of our two new training centers
• Products to be available in over 600 districts in India
• And products to grow and gain traction in the American market where we launched it last year.