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/* check if it is VirtueMart  page or grabbing  content using  com_virtuemart*/
$option = JRequest::getString('option', null);  
if ($option == 'com_virtuemart'){
} 

/* check if it is VirtueMart  category page*/
$view = JRequest::getString('view', null); 
if ($option == 'category'){
} 

/* check if  it is VirtueMart product detail page*/
$view = JRequest::getString(view, null);   
if ($view == 'productdetails'){
}
<?=JFactory::getApplication()->getMenu()->getActive()->alias ?>