`Kerala To Focus On Product Diversification’

T O Sooraj, director, department of tourism, Kerala talks to Anindita Chattopadhyay about his plans on quality control, product diversification and marketing strategy

Ayurveda has become synonymous with Kerala. Is there a move planned to improve the position?

Yes, the poor quality of services by some unscrupulous ayurvedic practitioners has been worrying us because Ayurveda has been classified as an exclusive product of Kerala. Controlling the quality of ayurvedic treatment and regulating the operations of such clinics in the state is my prime focus. We have already constituted a committee of experts, who would provide certification to Ayurvedic centres. The committee comprises a director of tourism, director of Indian Systems of Medicine, the principal of Kottakal Ayurvedashala, a representative of the tour operators, a representative of hotel owners, and the professor and head of department of Kaya Chikitsa. The committee will inspect the ayurveda centres and grand certificates valid for one year. Throughout the year, there will be frequent inspections to these certified centres to keep a tab on quality. There will be two kind of certificates - the green leaf and the olive leaf. I am going to impose one stipulated condition that all therapists and masseurs in the certified ayurvedic centres have to be trained from some reputed Ayurveda institution, such as, Kottakal Ayurvedashala and the government colleges. It will be a prerequisite to get a certificate.

Are you looking at any kind of product diversification?

The department of tourism has planned a three-pronged strategy to maintain Kerala's number one position in tourism. The three strategies are,

1) Product innovation

2) Innovative marketing and

3) A Strategic alliance with the Rajasthan government.

We have enough potential for diversification. So to identify the relevant products suitable for Kerala tourism and our existing product portfolio, we have appointed a technical agency manned by a retired commander. It is exploring options of water related adventure tourism and eco-tourism as Kerala has both water bodies and hills. Secondly, we are trying to promote Spice tourism because Kerala is known for its spice production. Europeans and Americans get a taste of these spices off the shelves in their own countries, but are not aware of how spices are cultivated, harvested, processed and look like in their tender stages. Kerala will market the idea of experiencing the cultivation, production and processing of spices to foreigners through international travel marts. As part of the package, tourists will visit areas where clove, cardamom, pepper and ginger are cultivated and in collaboration with farm owners and locals lunch inside the farms. Other local experiences will also be on offer. Two districts Wayanad and Idukki, which are rich in spice cultivation, have been identified for promotion. While some high-class resorts already exist, the department plans to improve on the accommodation further and simultaneously market the product.