[Reader-list] TRADITIONAL KNOWLEDGE DIGITAL LIBRARY

[Jeebesh Bagchi]

Business and Public Domain.

http://www.ciionline.org/news/pressrel/2001/March/15March01.htm

CII NEWS
Press Releases : 2001 : MARCH

TRADITIONAL KNOWLEDGE DIGITAL LIBRARY TO BE SET UP FOR INDIAN SYSTEMS OF
MEDICINE

"With the setting up of the Traditional Knowledge Digital Library for Indian
Systems of Medicine, India could explore opportunities existing in the
western market", stated Ms Shailaja Chandra, Secretary, India System of
Medicine & Homeopathy at a session on 'Indian System of Medicine & Homeopathy

: Export Opportunities' organised by the Confederation of Indian Industry

(CII) here today. She added that this initiative was the first in the world
where chapter and verse on traditional knowledge of medicines would be put up
digitally on a website and would certainly generate enthusiasm in the
developed countries.

Innovative marketing of the ISM products and services should be the primary
focus at this stage for the industry, she said. While India has resources, it
needs to enhance its marketing skills and improve labeling and packaging. She
invited Indian companies to partner for setting up yoga and ayurveda centres
in the country and also explore opportunities overseas. Ms Chandra also
stressed for developing a customised exhibition package for the sector. She
added that in December, a five-day, Indian System Expo would be organised
where in innovative ISM services and products would be on display as well as
for sale.

According to her, for developing India's competitiveness in the ISM, it
should identify about 15 areas of strength that could be of interest to the
western population. Secondly, companies should be encouraged to take up
clinical trials. To facilitate and encourage this, she added that private
testing houses would be soon recognised by the Government as public testing
houses.

Mr T K Bhaumik, Senior Adviser, CII, in his keynote address stated that while
the current Ayurvedic drugs market was about Rs. 50,000 crore in the global
herbal market, it is expected to be worth Rs. 250,000 crore by 2010. He added
that given its rich heritage in traditional knowledge, India could make a
successful entry and have a good share in the world market. Currently India's
share in the Ayurveda market is only 5% and there exists immense scope for
expanding its share in the world marketfrom the present level of Rs. 4000
crore, he added.

He stated that the world would look to India as a source of supply and for
India, global market can be almost given. But, it is a sad reflection that
while it had the knowledge, skill and resource, India neglected the
opportunities in the global market.

Taking the opportunity of the presence of Ms Shailaja Chandra, Secretary,
Indian System of Medicine and Homeopathy, Mr Bhaumik recommended that during
the second round of negotiations on trade and services in April, India should
offer to negotiate for the ISM services. A concerted effort, he added could
help in creating a market for itself.

Talking on the current state of the industry, Mr Bhaumik stated that ISM has
survived the onslaught of competition and neglect, but languishing due to
lack of adequate care. It exists in large unorganised networks and a survival
strategy for the languishing sector could be to focus more on over the
counter products, diversification into new products such as healthcare and
beauty products. Yoga and naturopathy is an upcoming service industry having
good growth potential, but is lacking attention, he added.

Among major issues hampering the growth in the industry, he said that though
institutional support, especially educational and R&D facilities and
hospitals exist, the quality needs upgradation.

Mr Bhaumik stated that CII sees an imperative need to consolidate, mobilise
and organise the sector. With the global market growing at a much faster rate
than the domestic market, the ISM market needs to orient itself to cater to
the export needs, he added. For the sector to thrive, CII has underlined
setting up of a specialised agency for export promotion that will give an
impetus to exports. The industry needs a massive drive for organised
development and modernisation for the mainstream market, he added.

Stating that while India's traditional knowledge is not confined to just
India, several countries such as USA, Europe, China, Korea and Japan have
already captured the market, he added.

Outlining an approach for export strategy, Mr Bhaumik called for organising
the structure of the Ayurveda industry and developing it as a parallel
pharmaceutical industry and medical practice through modernisation and
upgradation. He also urged for strengthening of the core strength, that is
ayurveda and yoga and strengthening of education, training, R&D and
infrastructure.

To develop the export market, Mr Bhaumik also suggested to create a few
clusters - ISM cooperatives / ISM perks. Given the support for global
competitiveness by the government, India could explore setting up Ayurvedic
hospitals and yoga centres abroad. He urged the industry to focus on
development of exportable package and services and project ISM as a
healthcare package.

New Delhi
 15 March, 2001