THEORETICAL FRAME WORK

Current status of health consciousness among public in kerala

Ayurveda is considered one of the world’s oldest healing sciences, originating in
India at least 5000 years ago. Its name is a Sanskrit word that means “the wisdom
of life” or “the knowledge of longevity”. Health consciousness is defined as
“having an active interest in one's health”. We are all becoming increasingly
health-conscious. Kerala remains the healthiest state in India, uttar pradesh remains
the unhealthiest. This is due to the increased literacy rate as well as increased
social rate of men and women. From 1961 to 1986, the state greatly expanded its
government health facilities. The number of beds and institutions increased
sharply. In 1996, the government of the state of kerala gave 40% of its budget to
the rural panchayats, and the freedom to plan and provide for the needs in their
villages. This led to some positive changes as the money was used for the
betterment of health facilities in the village. The state government’s prompt
response to covid-19 can be attributed to its experience and investment made in
emergency preparedness and outbreak response in the past during kerala floods in
2018 and especially, the nipah outbreak in 2019.

The state used innovative approaches and its experience in disaster management
planning came in handy to quickly deploy resources and put up a timely and
comprehensive response in collaboration with key stakeholders. Active
surveillance, setting up of district control rooms for monitoring; capacity-building
of frontline health workers, risk communication and strong community
engagement, and addressing the psychosocial needs of the vulnerable population
are some of the key strategic interventions implemented by the state government
that kept the disease in control. The pandemic situation of covid-19 had a major
role in revealing health status of kerala as well as the whole country. It also had a
major impact in increasing the health consciousness among people. When we are
discussing about the health consciousness, one of the major factors is personal
hygiene. Personal hygiene is how you care for your body. This practice includes
bathing, washing your hands, brushing your teeth, and more. Every day, you come
into contact with millions of outside germs and viruses. Covid-19 has increased the
personal hygiene among public.

Factors that influence patient’s choice of ayurvedic medicine

Ayurveda: ayurveda is an ancient Indian system of medicine that uses natural

remedies and holistic approaches to promote health and wellness. The theoretical
framework would need to provide an overview of ayurveda and its core principles,
such as the concept of doshas and the importance of maintaining balance in the
body.
Consumer behavior: consumer behavior is an important concept in understanding
how and why people make purchasing decisions. The theoretical framework should
include theories of consumer behavior, such as the theory of planned behavior, to
help explain why consumers choose ayurvedic medicines and what factors
influence their satisfaction with these products.
Satisfaction: satisfaction is a crucial concept in understanding the effectiveness of
ayurvedic medicines. The theoretical framework should incorporate theories of
satisfaction, such as the expectancy-disconfirmation theory, to help explain how
consumers form expectations about ayurvedic medicines and how these
expectations influence their satisfaction.
Quality: quality is another important concept in the context of ayurvedic
medicines. The theoretical framework should include theories of quality, such as
the service quality model, to help explain how consumers evaluate the quality of
ayurvedic medicines and how this evaluation influences their satisfaction.
Marketing: marketing plays a key role in promoting ayurvedic medicines and
influencing consumer behavior. The theoretical framework should incorporate
theories of marketing, such as the 4ps (product, price, place, promotion), to help
explain how marketing strategies impact consumer satisfaction with ayurvedic
medicines.
Importance of ayurveda
Ayurveda is a branch of medicine which originated and is practiced in India for
more than 5000 years. It is as fresh and useful to humans today as it was in the
ancient times yet more relevant and applicable in these modern times. Its use
provides a holistic approach to our daily lives.
The ayurvedic 'dincharya' or daily schedule helps to bring about peace and
harmony in one's life. Ayurvedic daily life routines are meant to enhance the total
health of man, both mental and physical. They are easy to follow and are not liable
to cause trauma of any kind to the body or mind.The aim of this system is to
prevent illness, heal the sick and preserve life.
Ayurveda is a holistic lifestyle system that teaches the practical details of the
arrangement of food, body work, rest periods, and work, which aims to achieve
balance of body, mind, and soul. Today, ayurveda has been widely used in modern
medicine systems.
There are lots of features which make Ayurveda a complete package for human
health. It increases immunity system to fight with disease which gradually helps
patients to improve their health. Or In case of any imbalance and derangement
Ayurveda maintain the equilibrium to repair. In Ayurveda environment also has its
importance because Ayurveda believe in natural species which gives equal
importance to mental health too. Ayurveda assist each individual for their existing
patterns to bring about health and peace and it gives equal importance to both
preventive and curative aspects.
Hence, Ayurveda is the system which does not only deal with your diseases but
also work for whole body. It also deals with some important medical subjects such
as genetics, gynaecology, aetiology, surgery, physiology, biology, diet, ethics,
personal hygiene, social medicine, and allied subjects like animal biology, botany,
cultivation, pharmacognosy, chemistry, and cosmology.

AYURVEDIC COMPANIES IN KERALA

1. Arya Vaidya Pharmacy: Established in 1943, Arya Vaidya Pharmacy
(AVP) is one of the oldest and most respected Ayurvedic medicine
companies in India. AVP has several clinics and hospitals across Kerala and
is known for its high-quality Ayurvedic medicines.
2. Kottakkal Ayurveda: Kottakkal Ayurveda is a well-known Ayurvedic
medicine company in Kerala that was founded in 1902. The company has a
wide range of Ayurvedic medicines, and its products are highly regarded for
their quality and effectiveness.
3. Nagarjuna Ayurvedic Group: Nagarjuna Ayurvedic Group is a popular
Ayurvedic medicine company that was founded in 1989. The company has
several manufacturing units in Kerala and offers a wide range of Ayurvedic
medicines, including proprietary and classical formulations.
4. Sitaram Ayurveda: Sitaram Ayurveda is another popular Ayurvedic
medicine company in Kerala that was founded in 1921. The company has a
wide range of Ayurvedic medicines, including herbal supplements, powders,
and oils, and its products are highly regarded for their quality and
effectiveness
5. Dhathri Ayurveda: Dhathri Ayurveda is a popular Ayurvedic medicine
company in Kerala that was founded in 1963. The company has a wide
 range of Ayurvedic medicines, herbal supplements, and personal care
products, and is known for its high-quality products.
6. Vaidyaratnam Oushadhasala: Vaidyaratnam Oushadhasala is a well-
known Ayurvedic medicine company in Kerala that was founded in 1941.
The company has a wide range of Ayurvedic medicines, herbal supplements,
and personal care products, and is known for its high-quality products.