The Indian ayurvedic industry is re-packaging traditional healing principles into a modern avatar. Usha Sharma reports Before the evolution of Indian ayurveda into an industry, the practice of ayurveda was confined to physicians and was considered more of a service than a profession. The word 'ayurveda' is composed of two terms, 'ayush' meaning life and 'veda' meaning knowledge of science. Ayurveda is therefore that branch of science, which deals with the physical body. It includes herbal medicine, dietetics, surgery, psychology and spirituality. Thus etymologically, ayurveda means the science of life or biology. It has its roots in antiquity "The major challenges and has been practiced in India for faced by the industry centuries but Western culture and is with relation to the standardisation of education coupled with the British products, market regime pushed this ancient science into the background. access (reach into However, recently efforts have been made to rejuvenate the micro interiors), high level of fragmentation almost 'lost art' of ancient healing, ironically due to the of the market and increased attention from the Western world. presence of too many small and
- Kiran Das General Manager-Exports & Herbal Anglo-French Drugs & Industries "There is an urgent need for new investment in modern research, improved marketing and government support to sustain the ancient medicinal system" - S C Sehgal Chairman and Managing Director Ozone Group "Every manufacturer must make efforts to understand the resource and identities of its traditional plant input material and also concentrate upon investing in backward integration projects for attaining resources identity" - Ranjit Anand Puranik General Secretary Ayurvedic Drug Manufacturers Association (ADMA) "One of the major hurdles in the wider acceptability of ayurveda and its products is the lack of proper standardisation techniques and its unpreparedness to accept global challenges" - Dr Durga Prasad Senior Manager-Medical Marketing Dabur India
Today, ayurveda is an officially recognised system of medicine in India. Globally, the World Health Organization (WHO) recognises it as Traditional Medicine (TRM). It is estimated that the total market size of the Indian ayurvedic market size is Rs 8000 crore and it is growing substantially between 10-15 percent, with the same growth rate targeted for the next 10 years. Overall, ayurveda products fall into two categories—branded and traditional. Currently, more than 30,000 branded and 1,500 traditional products are available in the market. At present, India manufactures ayurvedic drugs worth Rs 6,000 crore per year, of which Rs 1,500 crore are exported. About 60 percent of this is crude herbs to be manufactured into products outside India, about 30 percent is finished product shipped abroad for direct sales to consumers, and the remaining 10 percent is partially prepared products to be finished in foreign countries. Fragmented sector The ayurvedic market in India is fragmented, with more than 9000 manufacturing units; most of them are quite small. The industry has been dominated by less than a dozen major companies for decades, recently joined by a few new entrants, taking the count to about 30 companies.
Ozone Group. Ranjit Anand Puranik. continues to be the leader in this category. toiletries. It simultaneously lays a great deal of emphasis on the maintenance of positive health of an individual. toothpaste. shampoo. It provides rational help for the treatment of many internal diseases." Back to the past Ayurveda is now a part of a movement towards a global medicine system that includes the best features of medicine systems of many countries. cigarettes. The products of these companies are included within the broad category of 'fast moving consumer goods' (FMCG. in fact. which mainly involves foods. Thus it aims at both prevention and cure of diseases. where the main ingredients may be traditional herbal ingredients. etc).53. Indian ayurveda manufacturers have good resources but because of lack of knowledge and experience. which are projected as the unique selling proposition (USP) of these products. Ayurvedics now has a wide range of herbal health and beauty care products.000 tonnes of medicinal plants every year from 960 different medicinal plants. Ayurveda Pharmacy and Ozone Group. Other major suppliers are include Himalaya Drug Company. which are considered to be obstinate and incurable in other systems of medicine. Emami Group and Viswakeerthy Ayurvedic Pharmacy. Ayurveda also studies basic human nature and natural urges like hunger. sleep. Indian ayurveda industry consumes 1000 crore of medicinal plants and as per weight. and despite the entry of new players in the field. which are category pioneers and best sellers. sex etc and provides measures for a disciplined. "The major challenges faced by the industry are in relation to the standardisation of
. says. disease free life. created a mark in the removal cream category in the country. Kiran Das. Sri Baidyanath Ayurvedic Bhawan and Zandu Pharmaceuticals. particularly in the areas of foods and toiletries (soap. Of all the systems. Chairman and Managing Director. says. Charak Pharmaceuticals. every manufacturer must make effort to understand the resource and identities of its traditional plant input material and also concentrate upon investing in backward integration projects for attaining resources identity. thirst. General Manager-Exports & Herbal. Ayurvedic Drug Manufactures Association (ADMA). Most of the larger ayurvedic medicine suppliers provide materials other than ayurvedic internal medicines. largely through a re-examination of the older Eastern and TRM of indigenous people throughout the world.The key suppliers in the ayurveda segment are Dabur India. beverages. we consume 1. Innovation is now the key to attract more and more consumers towards ayurveda products and for this the above inputs are a vital need today. In current scenario. has established a prime niche for itself." says S C Sehgal. Pain points "There is an urgent need for new investment in modern research. which together account for 85 percent of India's domestic ayurvedic market. improved marketing and government support to sustain the ancient medicinal system. Anglo-French Drugs and Industries. Ozone's ayurveda-based product ‘Nomarks’ which. General Secretary. Vicco Laboratories. we are not able to meet with industry challenges. ayurveda is probably the best point of synthesis for such a global medicine system as it contains the broadest number of healing knowledge and modalities. A new naturalistic medicine is emerging. "Currently. etc).
The lack of adequate scientific data also hinders progress of the industry." he says. There are many unorganised players producing low quality drugs that not only have an adverse effect on the patient's health but also damage the reputation of the entire industry as a whole. A lot of it is also motivated by various lobbies. We anticipate taking the products to more countries across Asia and Africa. so that more and more people may realise the benefits of the Indian ayurveda system of medicine. Several countries still view the quality of raw materials used in manufacturing ayurvedic drugs and even the finished ayurvedic drugs with suspicion.
. helping and guiding them through is very important. high level of fragmentation of the market and presence of too many small and localised players. Expanding on other bottlenecks. Novartis India. "Therefore. We sell our ayurvedic formulations to Kenya and Russia.products. The enforcement of Good Manufacturing Practices (GMP) and other quality procedures for the manufacture of ayurvedic drugs needs to be done effectively. Dr Durga Prasad. Head-Product Development Initiative. vice chairman and managing director. This category of products is also not under price control. averred Ranjit Sahani. Himalaya Drug Company. However. standardi-sation and quality control mechanisms need to be put in place and enforced strictly. Export certification of ayurveda and other herbal products by government agencies has been a long-pending demand of the industry." "The Indian ayurvedic industry is marked by the presence of both organised and unorganised players." Relief measures The Indian Government is continuing to focus on economic reforms and it is increasing its investment in the healthcare segment. "As people are becoming more health conscious rather than curative. Dabur India says. which prevent manufacturers from accepting global challenges. The pharma industry continues to face challenges in the form of uncertainties related to the unprecedented delay in the introduction of the Drug Price Control Order (DPCO)." points out Dr Rangesh. This one move will do a lot to increase the credibility of the ayurvedic industry abroad. In line with this trend. "One of the major hurdles in wider acceptability of Indian ayurveda products. we have robust plans for ayurveda R&D activity". Novartis India announced that company will be investing a good amount in this area. And hence many Indian as well multinational pharma companies are trying to invest huge amounts in this segment. is improper standardisation techniques and unpreparedness of market accessibility. So for the near future. Senior Manager-Medical Marketing. during the recent Annual General Meeting (AGM). they are adopting preventive healthcare measures. pharma companies have woken up to the fact that not a single ayurveda product falls under the DPCO. market access (reach into micro interiors). Updating the industry with amendments and changes happening around in the domestic and international regulatory mandates. It is expected that it will take further measures to sustain market growth of pharmaceutical products. recently.
With the popularity of the system. where it will give assistance of Rs 10 crore for forming such clusters anywhere in India. A recent CII-McKinsey report suggests that medical tourism could fetch as much a $2 billion by 2012. Yoga and Naturopathy. Nowadays. UK’s Medicines and Healthcare products Regulatory Agency (MHRA) and the European Union (EU) guidelines. India has about 500. it has long been recognised that it is difficult to promote TRM systems because of their complexity. Arya Vaidya Pharmacy. compared to an estimated $333 million. such as Kerala in the Southwest.
. who are first attracted by the 'exotic' factor but stay and even return once the remedies act. During the last financial year. there are over 170. 60 percent of registered physicians are involved in non-allopathic systems of medicine. in 11th plan scheme (2007-12) the Government has given subsidies to the Department of Ayurveda. Many ayurvedic practitioners in small villages are not registered. Today the Indian ayurvedic market shows signs of following the same system with the promotion of individual treatments for specific therapeutic areas. This allows each customer/patient to register for stand-alone treatments. which include major plans for the ayurveda industry like: • • To upgrade quality control department. President-Finance. proposal was well accepted worldwide for botanical production activity and encompassed with R&D activity for ayurveda. Siddha and Homoeopathy (AYUSH). As modern medicine with its strong synthetic chemical drugs fails to combat disease. "In India. modern avatar In America. ayurveda has become very popular among tourists especially foreigners. In addition to the nearly 400. and other countries. gynaecological disorders. known as 'Ayush Cluster'. To set up GMP standards for botanical products as well as it be should defined as per WHO's standards. This is also supporting the Indian economy through medical tourism. improve quality-manufacturing unit as per cGMP. US Food and Drug Administration (FDA). so individual herbs become the focus of attention. In general.
Recently. Dependence on ayurvedic medicine is heavy in certain regions of India." according to A R Ramasubramania Raja. Patients from across the world come to India for ayurvedic treatment. AYUSH has provided the first scheme for ayurvedic manufacturing companies. successful ayurvedic therapy is made up of a variety of treatments which help to cure disease conditions like autonomic nervous disorders. Traditional principles. the demand for ayurvedic doctors is on the rise in India and abroad as well and there are many ayurvedic doctors practicing as consultants overseas.000 ayurvedic practitioners. Indian ayurveda-related tourism earned Rs 6000 crore in revenues. Europe. The Department of Science and Technology has also jumped into this race and welcomed the proposal for research and development (R&D) for joint sector programme.000 homeopathic physicians.000 medical doctors (similar to the number in the US. Unani.Recently. there is rapid and progressive acceptance of this system. but serving nearly four times as many people). Under this initiative.
the Indian ayurveda market is sure to grow from strength to strength. and curative treatments at these spas is based on Indian ayurvedic practices. genito-urinary disorders and neurological disorders. digestive tract disorders. We are drafting standards for wellness centres at the right time. in an environment of luxury and pampering. The concept of a spa is in fact 'wellness' in its purest form. The accent on antistress. We have already entered into a technical agreement with Australian Council on Healthcare Standards International (ACHSI) for drafting these standards. Benchmarking standards The repackaging of ancient healing practices for a modern consumer base is best typified by spa resorts. metabolic disorders. Recently. said. Spas offer a gamut of authentic and traditional wellness treatments and experiences in most traditional yet modern way. too many new players in the health and beauty. "We are in the preliminary stages of framing new standards for wellness centres. In another five years. Quality Council of India. It is like entering a sanctuary of peace and offers guests an unparalleled experience.cardiovascular disorders. Therefore the Quality Council of India (QCI). skin diseases. respiratory diseases. preventive. an autonomous body of the Central Government for national accreditation programme.
. joint and spinal disorders. and service and wellness segments are likely come to the market. who pass off substandard treatment." With all these measures. allergic disorders. secretary general. Giridhar Gyani. But the proliferation of spas has also seen a few unscrupulous players. is all set to frame a set of new standards for 'wellness centres' in India.