Its decades long ethnic conflict over, Sri Lanka is steadily emerging as a major competitor to Keralas ayurvedic system of medicine, a leading industry expert says.
But officials are quick to point out that as long as Kerala sticks to its pristine form of ayurveda school, no challenge from anywhere can upset what is clearly the biggest tourist draw to the southern state.
Sri Lanka has slowly come up as a threat to our market, said Sanjeev Kurup V., Secretary of the influential Kerala Travel Mart Society who also runs the Paithrukam Hospitality Group.
I was in Sri Lanka only last week, and I estimate they have taken away 30-40 percent of our business, Kurup told IANS at the Perumbayil Ayurveda Mana, an idyllic centre located near the famed Guruvayoor temple.
Ayurveda plays a key role in attracting close to one million foreign and over one crore domestic tourists every year to Kerala.
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