One of the leading global operators in Ayurveda practice, Kairali Ayurvedic Group has been taking the legacy of Indian traditional science to overseas market. Wellness India Talks to Abhilash K Ramesh, Director, Kairali Ayurvedic Group to reveal untold fa
Kairali Ayurvedic Group has been keeping traditional science of Ayurveda alive with contemporary wellness needs and healing mankind worldwide through Kairali– The Ayurvedic Healing Village at Palakkad town in Kerala and Kairali Ayurvedic Centers across the globe. Now with over 700 employees and presence in 9 Countries, the brand has become one of the largest global operators in Ayurveda.
Tell us about your Ayurveda center since its inception. What is its USP?
It’s a 100 years old company of traditional Ayurvedic Family and Authentic Ayurvedic products from Kerala, Kairali Ayurveda is known for maintaining high quality efficiency in treatments, skilled trained masseurs and doctors from Kerala.
List the services and therapies offered in the spa/ therapy center that differentiate it from the other luxury spas existing in the country?
We don’t compete with luxury spa as we are therapeutic centre. People visit us to cure their disorders and ailments as well as to rejuvenate.
Please share your views on the wellness industry?
The Wellness industry is evolving and a rapidly growing industry. With the formation of AYUSH ministry, the current emphasis on Ayurveda and other natural methods of treatment have again rejuvenated India’s potential as a wellness destination. This automatically helps the industry put more emphasis on quality and standards which is a positive sign.
Where do you position your spa/ Ayurvedic center in terms of pricing of its services and footfall in the current spa business?
Our Centres are positioned as spa’s n mid-term category as affordable. However, in India we are positioned as an Ayurvedic Therapeutic Massages centre, it’s difficult to compare us with the spas. Most of our treatments are done as per the body and constitution of an individual.
From where do you source your products including essential oils, creams, bathrobes, towels, equipments etc? On what basis do you judge the quality of a particular brand’s product?
To maintain the high quality standards, all that is required by Ayurveda, we produce our own products made at our factory at Pollachi in Coimbatore with locally sourced raw materials. Most herbs that we use are produced at Pallakad with our homegrown herbs and plants at our factory.
Scale the present market position of the spa/ Ayurvedic center in terms of growth in the last quarter. Where do you position it in the next quarter?
In terms of growth our projected growth is good. We have already closed few significant contracts for 2015. We are also launching more Centres across India.
Various spas/ Ayurvedic centers are using social media for promotion, what is your marketing strategy to promote your brand?
Our target group today is both age groups; young and old, and quite a lot of them are active in social media. We also promote through the social media and have been receiving significant success for some time.
What have been your major achievements this year?
Kairali - The Ayurvedic Healing Village has been titled as one of the Top 50 Wellness Destinations across the globe and top 10 in Asia by National Geographic Traveler. The brand has also bagged numerous awards and recognitions as Wellness Centre Chain of the Year, Most Preferred Partner Ayurveda Resort, Recommended for Ayurveda & Yoga, Certification of Excellence in Hospitality, Leading Spa Resort of the year, 60 unique destinations, one of the Top 5 Leading Ayurveda destinations by news daily Times of India, World Luxury Spa Awards, India's Leading Resort at the travel industry's in The World Travel Awards, honoured with The PATWA Award for promoting Ayurveda, ITB Berlin and much more.
How do you see 2015 in terms of spa industry’s growth? What innovative strategies you are planning to adopt to increase footfall?
The spa industry is at a fast phased growth chart in the country. Youngsters have also found the benefits apart from the older generation. Mushrooming Spa’s have made people quality conscious and Ayurveda has benefitted because of this. This also E plan to create an Enterprise Resource Planning (ERP) system and retain and re-engaging our own existing clients.