|
 When
42-year old Dr AV Anoop, the multifaceted director of
Cholayil Pharmaceuticals Private Limited, was not able
to get up from his hotel bed in London, it took some time
for his family members to realise that Anoop was suffering
from excruciating back pain.
He
was bedridden for two days. When allopathy proved of little
help, a family friend in London took Anoop for Ayurvedic
cure. Within half an hour of the massage treatment he
was able to get up.
"After
that it was diet restructuring and yoga," he recalls
sitting in his Chennai office where he looks after the
manufacturing and administration of the Rs200-crore turnover
Cholayil, which manufactures the well-known Medimix toilet
soap.
The
London episode set Anoop thinking and it resulted in the
first Kadalivanam at Thiruvananthapuram in partnership
with a friend, D Surendran. Kadalivanam is a unique
restaurant serving healthy food based on naturopathy.
The
restaurant does not use any root vegetables including
onion, garlic, tamarind and refined products like sugar,
maida, rava, sooji, etc. All food served is freshly
cooked — the restaurant does not even keep a refrigerator
— in bronze, copper or earthenware. The restaurant
was an instant hit at Thiruvananthapuram.
Not
satisfied with this, he decided to expand the concept
further combining the principles of ayurveda, naturopathy
and yoga. The outcome is the Rs2.5 crore Sanjeevanam
in Chennai, a holistic healthcare centre.
The
centre houses five sections viz Punarjanee, Maya,
Kadalivanam, Triveni and Srushtee. Punarjanee
meaning new life utilises naturopathy and ayurveda in
treating patients. The section has a panel of qualified
doctors who uses the latest diagnostic tools while administering
treatment.
According
to Anoop, traditional therapies like panchakarma, patra
swedam and kayasekam rub shoulders with hydrotherapy
facilities and a range of massages are offered here. Sanjeevanam
offers in-patient facilities as well.
 Maya,
an acronym for the Medimix Academy of Yoga offering therapeutic
yoga, Kadalivanam, the health restaurant, Triveni,
an air conditioned hall suitable for small functions and
corporate meetings and Srushtee, the section that
displays and sells natural products, murals and other
paintings are under the same roof.
Speaking
to domain-b Anoop details his future plans for Sanjeevanam.
Is
Sanjeevanam your answer to Hindustan Lever Limited's (HLL)
Ayush centres?
I will not say Sanjeevanam competes with HLL's Ayush centres.
Our Sanjeevanam is entirely based on a holistic concept
of everything under one roof. Further we own our centre
and do not outsource core services and activities. This
centre is to establish our brand first, the next stage
would be the propagation of our services.
Will
there be a chain of Sanjeevanam healthcare centres?
We are open to franchisee set-ups. But the franchisees
should be willing to offer all the services. As per our
plans, in three years time we will have at least ten Sanjeevanam
centres in India and one in London.
Your
Kadalivanam restaurant is an interesting concept
and it is doing well in Thiruvananthapuram. Why not expand
the restaurant business through franchising?
I am not in the restaurant business to focus just on that
line of business. Kadalivanam is a part of our
holistic healthcare offering. We may consider franchising
the restaurant provided the franchisee has sufficient
space in the premises so as to offer our other services
also.
What
is your immediate plan?
We are in the process of building Sanjeevanam Retreat
Centre at Vengal, near Chennai. Targeting at the non-
resident Indians and upper class Indians, the centre is
being set up in a 120-acre enclave where our medicinal
plant and vegetable farms are located. The initial outlay
is of around Rs2 crore and the retreat will consist of
around 12 cottages and will be ready in five months time.
Do
you have any plans to tie up with hospitals?
That is one of our expansion routes. We are talking with
couple of hospitals to establish ayurvedic therapy centres
in their premises. We can offer post- operative care for
total rejuvenation. We can also help certain patients
prepare for operation.
What
has been the market reception for Sanjeevanam?
It is really good. Not only have corporates begun hiring
our hall, | 
