Ayurveda is one of the well-recognised traditional medical practices in India. It is estimated that the total value of products from the entire ayurvedic production in the country is nearly one billion dollars. Though crowded by a number of small-time players, the Ayurvedic industry is today dominated by around 30 companies doing business of a million dollars or more per year.

Leading players in this segment provide materials other than ayurvedic internal medicines, particularly in the areas of foods and toiletries. According to figures available the key suppliers like Dabur, Baidyanath, and Zandu, together contribute about 85 per cent of India's domestic market.

The largest Ayurvedic medicine supplier Dabur India Ltd's Ayurvedic Specialities Division has over 260 medicines for treating a range of ailments and body conditions-from common cold to chronic paralysis. However, these materials constitute only 7 per cent of Dabur's total revenue (thus, less than 50 million dollars). Dabur Chyawanprash (herbal honey) has a market share of 70 per cent and chewable Hajmola digestive tablets has an 88 per cent share. Other major products are Dabur Amla Hair Oil, Vatika (Shampoo), and Lal Dant Manjan (Tooth Powder).

Sri Baidyanath Ayurvedic Bhawan Ltd reports having over 700 ayurvedic products, made at 10 manufacturing centres, with 1,600 employees. The Mumbai-based Zandu Pharmaceutical Works has a chemicals division and cosmetics division. Its total sales volume is about 45 million dollars.

The Himalaya Drug Company in Bangalore is known in the US as well, for the product Liv-52, marketed as a liver protector and therapy for liver diseases like viral hepatitis. Charak Pharmaceuticals, Vicco Laboratories, the Emami Group, Aimil Pharmaceuticals Ltd, Viswakeerthy Ayurvedic Pharmacy, Kerala etc are a few of the well-known names in this sector.

Of late, leading players in the FMCG segment like the Hindustan Lever Limited (HLL) is increasing its focus on Ayurveda under the 'Ayush' brand.

Exports of ayurvedic medicines have reached a value of 100 million dollars a year. About 60 per cent of this is crude herbs, about 30 per cent is finished product shipped abroad for direct sales to consumers, and the remaining 10 per cent is partially prepared products to be finished in the foreign countries.

Trade within the SAARC countries is mostly limited to raw materials. According to entrepreneurs in these countries seeking to break into the market for natural products the demand for traditional style ayurvedic medicines both inside and outside the region is limited, despite growth trends as high as 20 per cent annually.

Efforts in carrying out scientific research into promising herbs and formulas that are based on Ayurveda have led to the development of isolates from plants that are sold as nutraceuticals. For these, there is a growing worldwide demand. The main suppliers of nutraceuticals are Japan, China, and the US., but India stands to become a significant contributor.

With the global market growing at a much faster rate than the domestic market, the Ayurveda and Siddha manufacturers need to orient themselves to cater to the export needs, notes a study published by Exim Bank, India.

Though ayurvedic industry has the support of an enviable biodiversity, technology based on 100 per cent indigenous know-how, it is still lacking in capability to respond to international requirements of health care for the next millennium.

Quality assurance capabilities, techniques and facilities for safety, stability and efficacy of the finished product are the critical pre-requisites of an ayurvedic product.

Thus, quality assurance parameters need to confirm the absence of pesticides, fungicides, and such other sprays and presence of mercury, lead, cadmium and arsenic, if any, within the permissible limits. ``On long range basis, quality control techniques need to be developed to evolve parameters in terms of the efficacy of individual product. Such parameters may have to be bio-medical as only chemical parameters would not be
satisfactory,'' says an industry source.

To achieve this, it is essential to stimulate manufacturer exporters to undertake technological innovation, without compromising the essential tenets of Ayurveda.Above all, efforts have to be made to protect Indian ayurvedic resources under intellectual property rights, the say.