With school examinations going on, ayurvedic medicines claiming to enhance memory have become big business in Madhya Pradesh//. As a result the chemists stocking the drugs expect a cumulative sale of Rs.250 million this season.

Chemists term the final examination time as "memory power boom" season as many students make a beeline for such drugs in the belief it will aid in building their memory ahead of the final exams.

"I get eight to 10 calls a day seeking advice on which medicine to take for improving a student's memory," Deepak Chaturvedi of Astha Hospital told IANS. "In many cases it is the parents who seek such advice."

Apart from ayurvedic medicines, there are also some homeopathic drugs being sold, and reportedly some allopathic ones. Some names of the common memory enhancers are Shankhpushpi, Deemagin, Memo Nerve and Brain Tone Tablet.

Though these medicines are sold throughout the year, the demand peaks from November to April - the time when most exams are conducted. For many, taking such medicines has become routine, irrespective of whether there is an exam, said a shopkeeper.

Bhopal, Indore, Gwalior and Jabalpur are the main wholesale centres of these medicines, from where they are then supplied to sub-centres. In Indore and Bhopal, the business of such medicines is estimated to be around Rs.80 million.

"Even the increase in prices of some brands, by 20-50 percent, has failed to deter the sales. On the contrary, they are now being supplied also to smaller towns and cities like Chhatarpur, Satna, and Mandla," said Vikas Awasthi a supplier with Raj Chemists.

An agent of Lupin Pharmaceuticals said in agreement: "The new market for memory enhancers has now reached smaller places like Dewas, Ratlam, Ujjain, Jabalpur, Satna and Harda."

"The medicines should not be given without first consulting a doctor or else they could prove harmful. These medicines are actu
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