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Taking Traditional Knowledge to the Market: The Modern Image of the Ayurvedic and Unani Industry 1980-2000 (New Perspectives in South Asian History) - Hardcover
Synopsis
Language: English
Pages: 272 (14 B/W illustrations)
About the Book
Taking Traditional Knowledge to the Market explores the paradox at the heart of the ayurvedic and unani medicine manufacturing industry-to present itself as both modern and traditional, and common and professional at the same time. On the one hand, the natural, wholesome and authentic nature of these medicines is juxtaposed with the synthetic, violent and iatrogenic character of western medicines, which dominate the Indian market. They are linked to Indian popular culture, the heyday of Indian civilisation and a humane approach to medicine. At the same time, large ayurvedic and unani manufacturers use modern science and technology to create a competitive edge and distance themselves from the image of backwardness, that also sticks to Indian medical traditions. Based on an ethnographic fieldwork, from 1996 to 2002, Maarten Bode studies five Indian ayurvedic and unani medicine firms-Hamdard, Zandu, Dabur, Himalaya and Arya Vaidya Sala. The narrative follows the perspective of these manufacturers and hence provides an insight into the categorisations and the characteristics of the consumer. Bode also reveals that researches conducted by large ayurvedic and unani manufacturers on their best-selling brands follow logic- positivistic and biomedical lines, often ignoring humoral concepts and classical pharmacological notions.
About the Author
Maarten Bode is involved in a researc project, The Politics of Value and the Commercialisation of Ayurveda Medicines, Prescribers, Dispensers an Patients, 1980-2010, and is scheduled to start his work as a researcher at the Department of Medical Anthropology and Sociology, Faculty of Social Sciences. University of Amsterdam in May 2008.
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Taking Traditional Knowledge to the Market
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Taking Traditional Knowledge To The Market
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