Ayurveda’s famous concept of ‘routine’ is as relevant even today as it was before the modern lifestyle. Waking up at fixed time, eating at right time, exercise, complete sleep and moderation in eating habits are its basic mantras. Now science also accepts these habits as correct, just the language is different. For example circadian cycle, metabolism and behavioral science. Ameev Sharma, founder and CEO of Kapiva, a modern Ayurvedic brand based on this scientific thinking, had a special conversation with Dainik Bhaskar. Read highlights: What is science-based Ayurveda from your perspective? Today people are living longer, but it is not necessary that they are also healthy. This is where Ayurveda plays the biggest role. But it would be wrong to consider Ayurveda as an alternative to modern medicine. In situations like serious infection, heart attack, cancer, trauma, evidence-based treatment is necessary. The right path for this is integration. Modern medicine is advanced in diagnosis and emergency care, while Ayurveda provides lifestyle guidance and helps in staying healthy for a long time. This is the reason why not only India but the whole world is adopting ‘Scientific-Ayurveda’ to improve the quality of life. How is Kapiva finding its place amid the mixed response to Ayurvedic brands? The name Kapiva is derived from three Ayurvedic doshas – Kapha, Pitta and Vata. No big Ayurvedic brand has emerged in the last five decades. Kapiva, started in 2016, has today crossed an annual turnover of ~500 crores. Of this, 70% business comes from repeat customers. Now the company’s products are available in more than one lakh stores in more than 400 cities of the country. These are very popular among diabetic patients. Apart from its app ‘Kapiva.in’, the company is also a leader in the supplement segment on sites like Amazon. Kapiva also works with doctors in institutions like AIIMS. Not only this, in China also one out of every three prescriptions includes Ayurvedic medicine. It is not just like that. Kapiva’s Chief Innovation Officer Dr. R. Govindarajan is M Pharm and PhD. How are you raising awareness about Ayurveda? Till now ‘word of mouth’ has been the biggest strength of the company. In the last 10 years the company has been reaching out to around five lakh people every month. Now we are also seriously focusing on digital platforms. How will Ayurveda compete with Allopathy in the modern world of science? Integration is needed in this matter. Scientific verification is necessary for Ayurveda. A recipe does not become effective just because it is old. Many Ayurvedic herbs and formulations require rigorous clinical trials to prove their safety, correct dosage and efficacy. Research is increasing in this direction. The most effective methods are gaining widespread acceptance. Healthy ageing, preventive healthcare, stress reduction and sustainable living have become priorities around the world today. These are the areas where the contribution of Ayurveda matters.
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Clinical trials are necessary for herbs and Ayurvedic formulations: ‘Scientific-Ayurveda’ is being adopted not only in India but all over the world to improve life quality.
