Thanks to the break out of Covid 19, the whole world acclaim our traditional treatment and food habits that build strong immunity. Our Kabasuara Kudeineer, Nilavenbu Kashayam, use of Turmeric were acknowledged as alternate for “allopathy” treatment. These products/produce are in great demand in US and elsewhere now. If news reports are to believed there are a few claimants for Patent for turmeric. Already few claim patent for Yoga. There are concerted effort to “ hijack” our traditional health care product/produce and practice for patenting and commercial exploitation.
As per a January 2 news item, TN Health Dept has initiated a Rs 2.7 cr project to study the effect of “ fermented/watered rice” our traditional “ breakfast” in the cure of “ Inflammatory Bowel Diseases”. Several studies have proved the “ Fermented rice and water” are good/boon for body and also for skin and hair. Amazon India is selling “ Fermented Rice Water Shampoo” pricing Rs 500 for 500 ml.
A Case In Point
Be it medicine, or engineering, technology, mathematics, astronomy, or good governance Bharat is the pioneer and Sanskrit literature has all these treasures. Westerners have taken during British regime, many things and exploiting commercially. Now its time we check this trend. Ayush Ministry has already set up “ Export Promotion Council” to regulate international trade of alternate medicines etc. But much more need to be done to control/ check the stealthy pinching of our ancient treasures/ well laid practices.
Another Case In Point
A full front page advertisement in the January 2 The New Indian Express, released by Colgate- Pamolive India giving wide publicity to their new oral care product “ Vedashakti Oil Pulling”. It is nothing but our traditional practice of swishing of seasame or other vegetable oil in mouth for a few minutes every morning. It deep-cleans the mouth and removes all toxins. The company has started marketing a blend of “seasame oil, eucalyptus oil, Basil , clove oil and lemon”, claiming as their Colgate- Pamolive oral care expertise. Of course, the company, to protects itself legally, mentions in the said ad insignificantly “ Ayurveda” knowledge.
This product is the second of their “Vedashakti oral care series , after Vedashakti tooth paste, adding “clove” etc as ingredient , launched some time back. This again not their new find but the “ imitation” of tooth paste manufactured and markete, for decades , by their Indian competitors like Dabur, Pathanjali etc. Earlier few years back they added “ salt and charcoal” again copying the traditional Bharathiya oral care practice.
During 1970/80s Colgate-Pamolive were running , during prime time, in the one and only TV channel , Doordharshan, an ad, where in an Indian body builder ask for “ doodh, badam and koyla “( Milk, Almond and charcoal) , ridiculed by his sister-in-law “ Vow! A health drink for body , but charcoal for teeth?” The company in 2014/15 made a complete U turn and brought out tooth paste containing charcoal with slogan “ Colgate Total Charcoal Deep Clean”. The social media went agog criticizing the U turn. The social media campaign also coined a new word “ Co(a)lgate !”. But the company was found wanting in explaining reasons for this shameless reversal. No question of an apology, indeed for their earlier stand!
RSS-inspired Itihasa Sankala Samiti, Arogya Bharati, etc., are doing a commendable job to restore and establish out past glory. Swadeshi Jagaran Manch and the Govt have to ensure MNCs do not hijack our tradition/treasures for commercial exploitation. We should ensure our future generation do not pay “Royalty” to practice our tradition/ use our produce/products!
