Taking Traditional Knowledge to the Market: The Modern Image of the Ayurvedic and Unani Industry, 1980–2000
Maarten Bode
140 x 216 mm
Year of Publishing
Territorial Rights
Orient BlackSwan

Taking Traditional Knowledge to the Market 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. 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.

Maarten Bode is involved in a research project, “The Politics of Value and the Commercialisation of Ayurveda: Medicines, Prescribers, Dispensers and 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.
List of illustrations Preface List of abbreviations 1. The Anatomy of the Study: Object, Method and Process 1 2. The Kitchen, the Government and the Market: The Commoditisation of Indian Medicines 25 3. Manufacturers, Products and Markets: Popular Culture Medicine, Biomedical Enclaving, and Humoral Clinical Medicine 74 4. Reworking Ayurvedic and Unani Medicines through Modern Science and Technology: The Gap between Humoral and Modern Pharmacology 131 5. Indian Medicine, Authenticity and Identity: The Construction of an Indian Modernity 174 6. The Representation of Indian Indigenous Medical Products in Advertising: Tradition, Modernity and Nature 198 Conclusion 222 Glossary Bibliography Index
buy abortion pills online go online purchase abortion pill
cytotec abortion abortion pill where can i get the abortion pill online
why most women cheat my boyfriend cheated on me quotes why people cheat
how many men have affairs click here why do wife cheat
how many people cheat cheats affairs with married men
read men having affairs cheaters caught
why wives cheat on husbands wives who cheat women who cheat on relationships
i want an affair go women cheat
i want an affair types of women who cheat women cheat
why do husbands have affairs online how to spot a cheater
3-6-752 Himayatnagar, Hyderabad,
500 029 Telangana
Phone: (040) 27662849, 27662850
Copyright © The Bookpoint (India) Pvt. Ltd. All rights reserved.
Disclaimer and Privacy Policy
Terms and Conditions
Frequently Asked Questions