Strategizing the Healing Touch
– Ayursparsha
Chandrasekaran N, A Indira and Sathya Saminadan R S
PUBLISHED : 07 NOV 2023
Abstract
This is a case study on Dr. Jyotsna’s clinic, ‘Ayursparsha’, in Chennai, Tamil Nadu, South India,
which has offerings in wellness, cure of certain diseases, and the practice of massage called
‘panchakarma’, following the principles of Ayurveda (the alternate medicine recognized under the
Ministry of AYUSH, Government of India). Data for this case were collected from primary sources
through detailed personal interviews with the protagonist. This case gives insight into the healingservice
industry,
which
has
gained
ground
under
the
name
of
‘wellness
industry’
using
traditional
and
alternative
healing
practices,
and
is
expected to grow to USD1 tn by 2050. It helps to
understand the dilemmas and key concerns that service professionals like Dr. Jyotsna face in building
their basket of services. The case discusses and helps in learning about the challenges faced in
creating a competitive service, especially when hit by the pandemic, which has created both constraints
as well as opportunities for the healing industry. The case examines alternate scenarios available
for sustainable growth for the niche-market and physical contact-based services.
Key Words
Ayurveda, Ayush Ministry, Service operations, Service professionals, Traditional
and alternative healing practices, Wellness industry
Author Biography
Chandrasekaran N
Professor, Operati ons Management, IFMR GSB - Krea Universi ty, Sri City, A. P. , Indi a.
E-mail:
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A Indira
Economist, Independent Researcher, Centre for Budget and Policy Studies, Bengaluru, India; and is the
corresponding author. E-mail:
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Sathya Saminadan R S
Assistant Professor, Marketing, IFMR GSB - Krea Uni versity, Sri City, A. P. , India.
E-mail:
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