Red Ocean, Efficacy and Entrepreneurial Spirit: Case-Study of Astang Ayurved Chyavanpras, Bhubaneswar

Amity Journal of Entrepreneurship Vol. 2, Issue. 2, 2018

Posted: 28 Feb 2019

See all articles by Rabi Subudhi

Rabi Subudhi

KIIT University - School of Management; KIIT University; KIIT University - School of Management

Brajaballav Kar

KIIT University - School of Management

A.P. Nayak

Astanga Ayurveda Hospital

Date Written: December 11, 2017

Abstract

The article presents a case study within the broad theme of Ecological entrepreneurship, and specific to the making of herbal anti-ageing product, Chyavanpras, by a Bhubaneswar based Ayurveda professional and an entrepreneur. India has age old medical practice of Ayurveda, in which the doctors (vaidyas) prepare their own medicines, using all indigenous eco-friendly ingredients, to treat the patients. The medicines are prepared from natural herbs. The treatment is a combination of different practices, but all of them pertaining to ecological harmony of living beings with nature. Chyavanpras-making has come up both as a large scale industry, as well as MSM-Entrepreneurship. The present paper has two parts wherein the existing Indian market for Chyavanpras is discussed and in the second part a case of a local brand of Chyavanpras, made by a micro-enterprise, Astanga Ayurveda in Bhubaneswar (Odisha, India) is discussed. The case highlights entrepreneurial self-efficacy, differentiation in service and product to be a sustainable model for micro-entrepreneurship. It presents an exhaustive list of essential ingredients and also the market competition, prevailing in India, with leading brands in this category.

Keywords: Chyavanprash, Micro Entrepreneur, AYUSH, Ayurveda

JEL Classification: M13, I11, Q12

Suggested Citation

Subudhi, Rabi and Kar, Brajaballav and Nayak, A.P., Red Ocean, Efficacy and Entrepreneurial Spirit: Case-Study of Astang Ayurved Chyavanpras, Bhubaneswar (December 11, 2017). Amity Journal of Entrepreneurship Vol. 2, Issue. 2, 2018. Available at SSRN: https://ssrn.com/abstract=3332172

Rabi Subudhi (Contact Author)

KIIT University - School of Management ( email )

Campus - 7
KIIT
Bhubaneswar, Odisha 751024
India
91-674-2725713 (Phone)
91-674-2725278 (Fax)

HOME PAGE: http://www.ksom.ac.in

KIIT University ( email )

Bhubaneswar, Orissa 751024
India
916742725713 (Phone)
916742725378 (Fax)

HOME PAGE: http://www.kiit.ac.in

KIIT University - School of Management ( email )

Campus 7, KIIT School of Management
KIIT University
Bhubaneswar, OR Odisha 751024
India

HOME PAGE: http://www.ksom.ac.in

Brajaballav Kar

KIIT University - School of Management ( email )

Campus - 7
Bhubaneswar, 751024
India

A.P. Nayak

Astanga Ayurveda Hospital

India

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