Kerala’s Ayurveda attracts Germans

T H I R U V A N A N - THAPURAM: Germans have found a way to beat stress and pressures of routine urban life and stay healthy -- embrace the authentic Ayurveda of Kerala. More and more Germans over the age of 50 today prefer the ancient Indian system of medicine to keep them away from stress and to help lead a relaxed life, Kerala Tourism Director Ms Rani George said. Last week, leading fi gures from the health sector of Germany took part in a workshop, titled ‘Ayurveda: Wellness or Medicine’, in Munich, she said. Organised by Kerala Tourism, the workshop was aimed at helping the people of Germany understand more about treatment and therapy under the Ayurveda. Experts in Ayurveda talked to delegates from leading newspapers, women’s magazines, and lifestyle and wellness publications as well as tour operators and travel agencies focusing on health and wellness. The participants also included representatives from health and fi tness clubs and associations. ‘We presented the Ayurveda of Kerala to the German audience as there is an increasing demand for health and wellness among the people in Germany,’ Kerala Tourism Minister A P Anil Kumar said. ‘Our data shows that the highest number of those coming for Ayurveda treatment to Kerala from abroad is from Germany,’ Ms George said. The demand for Ayurveda treatment in Germany comes from the population above 50, which prefer relaxation and a stress-free life to the pressures in a routine city life, Ms George said. Europe is the fastest ageing developed region in the world. This trend is due to the declining birth and death rates. Hence there is an astounding growth for Ayurveda in the above 50 years category in Germany, the largest above 50 people in Europe at 33 million. The workshop, which was held in the SEVA Academy in Munich, also witnessed demonstrations on various subjects like Ayurveda massage, Ayurveda cooking and Ayurveda oils, Ms George said. Mr Mark Rosenberg, the Chief Executive Offi cer of the European Ayurveda Academy, Dr Detlef Grunert, Ayurveda practitioner and an expert in sports medicine and Ms Sylvie Peipe, a medical ethnologist and Ayurveda therapist were among the panel of experts at the workshop. The panel also included Ayurveda Doctors in Germany like Dr Ellil Jeevan and Dr Prabha Burkhard. As part of the Ayurveda promotion, Kerala Tourism will also participate in two international wellness fairs in Germany next month and tie up with online shops in a marketing campaign to reach customers. There will also be an advertisement blitz in the print media and outdoor locations like metro stations.