Centuries after creating Ayurveda, India is now exploring ways to not just reclaim the oldest surviving medical system but also make its reach widespread through lucrative measures.
In a world that is swears by pharmaceuticals and drug-based care, a switch towards the natural healing ability of Ayurveda is slowly coming back into focus, which advocates a healthy lifestyle and prevention over cure through herbal and natural remedies.
Who would have thought that turmeric milk, which is a time-tested practice here, would end up earning a cult following in the West, after being presented as ‘golden milk’ in the commercial sphere?
Or using ghee (clarified butter) for cooking or lifestyle products made of Aloe Vera and ashwagantha (Indian ginseng) roots, for that matter!
Calling it India’s responsibility to the world, the incumbent government is pushing for a medicinal revolution at a global level and is leaving no stones unturned.
“All over the world, a parallel movement is going on for traditional medicine. India should lead. Not just to earn money, but also because it is our responsibility toward the world,” said Vaidya Rajesh Kotecha, who is the secretary of Ministry of AYUSH, reports The Washington Post.
From the establishment of a dedicated ministry to the first All India Institute of Ayurveda, the government is now taking the cue from different global brands like Aveda and Lush, who are transforming India’s ancient, rustic remedies into marketable franchises with a contemporary twist.
Besides filing international patents, campaigns to spread awareness about the traditional science is being actively pursued by different government agencies.
From research programmes at premier universities and colleges to setting up information cells by delegates in various countries across the world, the authorities are also foraying into the grassroot strata by encouraging more farmers to grow medicinal plants through educational programmes and providing seeds, saplings and subsidies.
Inspired by the sudden mushrooming of international demand, various homegrown companies like Dabur and Patanjali are also looking overseas to branch out their franchise to a larger, more widespread customer base.
In fact, the 134-year-old Dabur company has already teamed up with Amazon and will be part of the American giant’s global program, through which it will be selling 30 products, including herbal toothpaste and honey.
What the future has in store for the 5,000-year-old medicinal science can’t be predicted entirely, but from hindsight, one can foresee that Ayurveda is here to stay and India is going to play an elemental role in helping the world benefit from its ancient healing science.
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