RITUALIZING WELL BEING IN AYURVEDA: RESPONSES AND PERCEPTION OF ITS TREATMENT

Abstract

Ayurveda as a practice has a long history. It has gone through several transformations despite being an orthodox category. It resisted change, hence has been transformed multiple times taking different twists and turns from naturopathy to yoga chakra therapy. This has existed from the Vedic tradition to its reinterpretation in nineteenth and twentieth century with Reformist and Revivalist movements. From the times of Buddha to Vivekananda to Ayurveda has been amended transitioned from ancient to radical in terms of wellbeing and lifestyle changes. Defining categories and patterns put forwards the ability to relate variety of responses with objectives of the study. In order to understand impacts of wellbeing provided by the Indian Ayurveda pharmaceutical industry, two perspectives have been covered in the study where interview has been conducted with managerial level executives working at ayurvedic medicine companies and suppliers in the retail market.