India is a multicultural space founded on an ancient civilization, cultural heritage, and spirituality and well-being. Ayurveda is a key part of India’s philosophy of lifestyle and well-being. As the world embraces holistic well-being as a goal of the global economy, Ayurveda as an alternate medicine and a lifestyle is gaining traction worldwide. Although India’s trade of Ayurveda products in the global herbal products market is at a mere two percent in 2022, the global Ayurveda market is expected to grow to US$ 16 billion by 2026. The Indian government advocates for a holistic approach to well-being under the AYUSH programme, which promotes scholarship on Indian traditional medicine systems. The challenges that hinder the growth of Ayurveda in the global medicinal market vary from the global regulatory regimes on traditional medicines, product parents, issues related to R&D and a lack of reliable data on the sector. Ayurveda products, especially single herb preparations, can be sold as food supplements or dietary supplements in some countries but cannot be sold as medicines since Ayurveda is not recognised under the global healthcare system. As G20 acknowledges the significance of sustainable lifestyle and holistic well-being as the central pillars of the global economy, Ayurveda’s role in global health care must be acknowledged and promoted. This policy brief proposes a G20-wide framework to explore new pathways to adopt Ayurveda principles to encourage a holistic approach to health and well-being, and equitable and sustainable growth.  The policy brief was initially submitted and published with the G20, T20 and Observer Research Foundation.

Click here to read Issue Brief: Promoting Ayurveda as a Pathway to Holistic Well-being