Taking Tradition Knowledge To The Market: The Modern Image Of The Ayurvedic And Unani Industry 1980-2000

(Size: 22.5x15cms.), The author explores the paradox at the heart of the ayurvedic and unani medicine manufacturing industry -to present itself as modern and traditional, common and professional at the same time. They are linked to Indian popular culture, the heyday of Indian civilization, and a humane approach to medicine. At the same time, large ayurvedic and unani manufactures use modern science and technology to create a competitive edge and distance themselves from the image of backwardness. Maarteen Bode Studies five Indian ayurvedic and unani medicine firms-Hamdard, Zandu, Dabur, Himalaya, and Arya Vaidya Sala.(2001, 2005, 2008) ISBN:9788125033158 xi+259 Yr. of Pub.2008 Hard Bound