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Modernity marries tradition

Ayurveda for lifestyle: Jiva has a plan

Ayurveda in medicine continues to be seen as a last resort for patients suffering from chronic illnesses. In the wellness space, it has grown into a spa-chain monster. Jiva wants to pull ayurveda out of this rut and make it a standard, legit alternative to modern medicine. But with the Himalayas and the Patanjalis dominating the market, does it stand a chance?


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They are all seated on one floor, headphones plugged in, talking on multiple phones—not telemarketers but doctors teleconsulting in hushed voices. The centre is sectioned with dividers at shoulder height, creating small cubicles—made of mud and covered in traditionally painted murals. The walls are tall and unusual—they’re made of bamboo. Everything about this office is…

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