Established in 2009 by Dr. Narendra Bhatt, CRIA offers Ayurveda-focused business and product strategy for organizations, institutes and investors exploring robust and sustainable growth. CRIA essentially provides consultancy for business and product strategy covering all aspects of Ayurveda, with specific expertise in research, innovations, quality, uniqueness, effectiveness and modernity.
CRIA is inspired by the Ayurvedic term क्रिया: an action for functional resemblance to promote synergistic growth. Its connotations of reasoning, process, deed, and outcome guide CRIA's business and product strategies with an approach specific to Ayurveda.
“A meaningful understanding of the sector’s specific needs and a realistic perception of business dimensions are vital to creating opportunities for better returns in new markets.”
CRIA combines 52+ years of academic, clinical, research and industry leadership in Ayurveda to create opportunities and offer customized solutions for sustainable business and product growth.
Ayurveda beyond ethnic origin has reignited business interests and captured entrepreneurial attention. In an overcrowded, poorly defined market, the challenge is to develop an exclusive identity with unmatched products. Ambiguity and quality issues prohibit sustainable investments. Obtaining professional acceptance and consumer faith are equally challenging.
CRIA offers customized services suited to each client’s organizational needs. CRIA aims "To Be Different" by developing products and services built on identity and effectiveness, while also navigating regulatory pathways.
CRIA works as a domain-based transitional mediator by identifying, developing, nurturing and invigorating functional efficiency for Ayurveda industry organizations and institutes to provide robust and sustainable growth. Uniqueness, Quality, Effectiveness and Modernity are the hallmarks of CRIA Objectivity.
Inspired by the Ayurvedic concept of CRIA / क्रिया (Charak Samhita), it represents purposeful action aimed at functional harmony to nourish and evolve. The principle as applied for health is correspondingly relevant to an organisation or institute where functional harmony — multidimensional synergistic activities and outcomes — is essential for business identity and growth.
Drawing on 52+ years of tried-and-tested experience, each engagement — from corporate strategy to acceptable hypotheses, advisory inputs, and activities — is moulded to nurture executive capabilities.
Vision, audit of existing capabilities, identifying potentials and priorities for business growth, and end-point driven plans; MANTHAN as a management tool for collective institutional performance.
Conceptualization and development of unique proprietary Ayurveda products, targeted therapeutics, novel nutraceuticals, novel technology driven dosage forms and quality parameters for regulatory and consumer compliances. Consequential Branding Based on Benefits and Delivery.
Integrative and Translational Approaches for proprietary and patented products. MATRIX model for standardization and new product development and the EVA model for clinical validation. Adept to pharma, food, dairy or allied technologies as necessary. Pioneered R&D in Ayurveda as an Independent Business.
Marketing: Built on Value Addition, and Exclusivity. Sales: Right Reach with Right Communication; Tooling, Training and supportive Chain. Focus on Target Gratification.
Hospital, clinic-chain and retail management support for Ayurveda healthcare delivery, including service structuring, operating alignment and patient-facing communication.
Organization and sector-specific IT solutions for efficiency and economy. Pioneered databases of formulations, ingredients and clinic management; managed projects Kautilya (ERP), Sankhyiki (SAP implementation) and multifunctional Ayurveda organization systems.
CRIA was established in 2009 by Dr. Narendra Bhatt to utilize and share 52+ years of acquired, assimilated and enriched in-depth knowledge and professional experience in Ayurvedic research and industry. He first coined the phrase 'Corporatization of Ayurveda' in 1998 and combines clinical knowledge and depth, translational research, operational business leadership, and policy foresight for Ayurveda business and product strategy.
A meaningful understanding of the Ayurveda sector and a realistic perception of business dimensions are vital to creating opportunities for better returns in new markets. Whether you are an established industry player, a start-up formulating product strategy, or an institute improving research outcomes, CRIA offers customized consulting for desirable, sustainable growth.
