What do Madonna, Bernardo Bertolucci, Naomi Campbell, Atal Bihari Vajpayee, Demi Moore, and Cherie Blair have in common? They have all visited Kerala for Ayurvedic treatments. Apart from being "God's Own Country" — with its backwaters, dense green forests, verdant hills, and tranquil beaches — Kerala is also well-known for Ayurveda, the centuries-old system of natural healing. The State is probably one of the few places in India where Ayurveda coexists with modern medicine as a genuinely popular choice.
However, all is not well in the Ayurvedic tourism industry. According to tour operators and businesses in the wellness sector, more international tourists are now visiting Sri Lanka for Ayurvedic treatment than Kerala. Life in the State has returned to normal after the 2018 floods, and it is time for Kerala to claim back its position as the world's leading destination for natural cure and wellness. But this requires a deliberate, well-designed brand strategy — not just better brochures.
Branding Begins in the Mind
Let us begin at the basics. Branding resides in the minds of the customer. Your brand is only as good as your customers think it is. A picture, a slogan, a brand name — these only help a customer connect with a brand. The essence of a brand lies entirely in the customer's mind. It is the sum total of experiences, not of products and services themselves.
Consider Goa. When you hear "Goa", you think of the sea and fun-filled beaches. It is not the sea or the beach itself — which you can find elsewhere — but the experience of being there that makes it memorable. Kerala became a successful tourist destination not because of slogans, but because tourists went back and told others about their experiences. Word of mouth built the brand.
What Needs to Happen First
To successfully brand Kerala as a destination for natural wellness, we have to create a superlative experience first — at every level. That includes the state, the city, the hospital, and the doctors. Only then will brochures and advertisements look authentic.
Start with a brand audit. What do patients and prospective customers actually think of Kerala as a wellness destination? Then look critically at the infrastructure: How easy is it for a patient on a wheelchair to clear customs and immigration? Are foreign language interpreters available at airports? Do taxi drivers speak enough English — or do we need dedicated services?
Do our Ayurvedic hospitals maintain hygiene to international standards? Kerala Tourism's certification of Ayurvedic facilities as Green Leaf and Olive Leaf is a step in the right direction. Training people to international hospitality standards must follow.
Only when the experience is genuinely world-class will our brochures, ads, and exhibition stands look authentic. Only then will patients return home and speak of the excellent Ayurvedic treatment they received in Kerala. That word of mouth is the most powerful brand-building tool there is.