Spa owner Sadasivan is doing his bit to reassure tourists coming to India's resort state of Kerala they won't get rubbed the wrong way when they get an Ayurvedic oil massage.
Sadasivan said he has just spent 3,000 dollars sprucing up his "Divine Spa" -- buying new towels, a treatment table and other equipment -- to secure a licence to oil up mainly Western tourists, using an ancient Hindu healing method said to help balance the body's chemistry.
"I've got a licence from the health department," said Sadasivan, 61, at his spa in Thiruvananthapuram, capital of the southern state known for houseboat cruises and low-cost seaside holidays, pointing to a framed piece of paper.
He is one of many spa owners who rushed to comply with the law passed by the state late last year requiring licences for spas offering Ayurvedic treatment.
Ayurveda, which translates as knowledge of life, operates on the principle of balancing doshas, or aspects of the body -- vata (related to movement), pitta (digestion) and kapha (body fluids) -- using herbs, metals and minerals.
The law stipulates each spa must have a qualified Ayurvedic practitioner and be clean. Until now many spas offered dirty towels, shabby rooms and bogus oil treatments, said state health minister P.K. Sreemathy.
During the December-to-March high season, tourists flood Kerala to visit Ayurvedic treatment centres which have sprouted everywhere in the communist-ruled state of 32 million.