India seeks to cash in on global demand for ancient remedies

NEW DELHI: India’s new government has launched a drive to promote the country’s ancient therapies as it seeks to cash in on the multi-billion dollar global market for holistic medicine.

India claims to have natural remedies for everything from cancer to the common cold, but ministers say it has failed to capitalise on its traditions as the world has woken up to alternative medicine.

Hindu nationalist Prime Minister Narendra Modi, a teetotal vegetarian who practices yoga daily, has said he wants the world to make Ayurveda “a way of life” – and in doing so expand India’s share of the growing global market for holistic medicine.

Earlier this month he appointed India’sfirstministerforAyurveda, yoga, naturopathy, Unani, Siddha and homeopathy – known as the AAYUSH ministry – and has also called for an international yoga day.

“Call it whatever – Ayurvedic medicines or herbal medicines or traditional medicines – the global market is estimated at about US$100 billion today,” former health minister Harsh Vardhan told a recent conference on Ayurveda in New Delhi.

“India’sshareinthisisnegligible because quality standards are not maintained to international specifications. The government has decided to address this lacuna.”

Ayurvedic medicine – which means the “science of life” in Sanskrit – treats the physical and mental sources of illness through, for example, prescribing herbs in conjunction with yoga or massage.

Much of the knowledge has been passed on through the generations by word of mouth and predates written records, but two volumes of remedies and prescriptions have survived, called the Charaka Samhita and the Sushruta Samhita.

Critics say that Ayurvedic remedies have no proven curative properties for disease, and instead work as a placebo.

“It’s like superstition – it’s in your head that it helps. But in real life, you need actual pharma drugs,” said PK Goyal, a Delhibased physician.

But Modi, who as a young man wandered the Himalayas on a spiritual quest, said Ayurvedic remedies should be seen as complementary to modern medicine.

“If a person adopts Ayurveda, he can protect himself against various infections,” said the 64year-old.

“(Formerly) health was a part of life. But today we have outsourced health ... we consult one doctor and then the other.”

In India, domestic companies such as Dabur, Emami and the Himalaya group have pioneered herbal products, combining ancient traditional medicine with cutting-edge technology to make pills, creams and oils. — AFP