WALK THE PROVERBIAL EXTRA MILE

The Parliamentary Panel on Health and Family Welfare has recently recommended to the Union Ayush Ministry to develop a comprehensive export promotion strategy with measures including export incentives, strengthening certification mechanism, and adherence to international manufacturing standards to achieve the projected Ayush market size of $200 billion by the year 2030. The Panel observed that the demand for wellness products is steadily increasing and presents significant opportunities for the Ayush sector and the domestic manufacturing Ayush products has expanded considerably in recent years. But, the sector’s export potential remains underutilised due to challenges relating to quality assurance, product standardisation, certification and international regulatory compliance. Achieving the projected Ayush market size by 2030 would require substantial expansion of exports supported by robust quality assurance and international standardisation mechanisms. However, the existing ecosystem for Ayush exports require further strengthening in terms of product authentication, regulatory alignment and global market access. Under this background, the Panel’s recommendation is relevant as it has asked the Ayush Ministry, in coordination with the Ministry of Commerce and Industry, to develop a comprehensive export promotion strategy for Ayush products with a focus on strengthening quality assurance, standardisation, certification and international regulatory compliance. The Panel further asked the Ministry to explore policy measures such as the introduction of export incentives, creation of separate Harmonised System of Nomenclature (HSN) codes for Ayush products and strengthening of authentication and certification mechanisms including Ayush Mark and adherence to WHO guidelines.

No doubt, the global healthcare landscape is undergoing a significant transformation, marked by a rising preference for integrative medicine and natural therapies, especially after the pandemic. Among these, Ayurveda has emerged as a key driver of this shift, supported by increasing consumer awareness of preventive healthcare. And this expansion for Ayush products is fuelled by lifestyle disorders, chronic diseases, and the limitations of purely symptomatic treatments, prompting individuals to seek holistic and sustainable health solutions. Ayurveda’s personalized approach, emphasis on balance, and time-tested formulations resonate strongly with modern healthcare needs, especially in areas such as immunity, mental wellness, and metabolic disorders. Additionally, global acceptance of herbal supplements, nutraceuticals, and wellness products has further strengthened Ayurveda’s presence in international markets.
Definitely, India holds a unique advantage in this global movement, primarily due to its structured policy support through the Ministry of Ayush. As the only country with a dedicated ministry for traditional systems of medicine, India has taken significant steps to mainstream Ayush through regulatory frameworks, research funding, standardization initiatives, and international collaborations. This policy push not only strengthens domestic healthcare delivery but also positions India as a global leader in integrative medicine. By aligning traditional knowledge with modern scientific validation and quality assurance, India is creating a strong foundation for Ayurveda to compete in regulated global markets. It is true that the Indian government has taken several measures to promote export of Ayush products.  Obviously, efforts such as global Ayush missions, International Cooperation Scheme, Ayush Export Promotion Council (Ayushexcil), incorporation of Ayush-related provisions in the Free Trade Agreements, among others are definitely helping in promotion of Ayush products and services in the international markets. But all said and done, sustained expansion of Ayush exports would require more focused export promotion strategies, greater international visibility and stronger institutional support for manufacturers, particularly Micro, Small and Medium Enterprises (MSMEs), in accessing regulated global markets. So, the government should intensify targeted export promotion initiatives including the organisation of dedicated International Ayush  Expos, trade fairs and global business conferences in strategic markets so as to facilitate direct engagement between Indian manufacturers and foreign regulators, distributors, healthcare providers and investors. Now, the government should walk the proverbial extra mile to achieve the target.