Ayurveda targeting global markets; seeks govt support to maintain momentum
Indian Ayurveda service providers are targeting the West Asia, East Asia, South Africa, and the CIS nations to spur growth. With this in mind, they
Indian Ayurveda service providers are targeting the West Asia, East Asia, South Africa, and the CIS nations to spur growth. With this in mind, they have appealed to the Central Government to develop standard guidelines for the sector in consultation with public and private service providers. Speaking exclusively to The Hindu, Sajeev Kurup V, president of the Ayurveda Promotion Society (APS), which is based in Kerala, said that with Sri Lanka emerging as a strong competitor, India’s Ayurveda sector which offers both wellness and treatment must aggressively promote its products. “We have specific demands for the Central Government to aid the growth of the sector. First, recognise ayurveda and wellness tourism as a national priority sector. Second, Ayurveda service providers should be on par with ayurveda product manufacturers as they bring in almost five times the revenue. Third, wider insurance coverage and cashless treatment for Ayurveda services.
Lastly, establish an Ayurveda and Wellness Council with active participation from private players who are able to work with the government,” he said. “Sustained financial and institutional backing, enhanced funding, multicentric collaborative studies, and a more enabling research ecosystem would strengthen the evidence base for Ayurvedic interventions, improve global credibility, and support their wider integration into mainstream healthcare.” Sustained government backing With India now targeting countries outside Europe, large private players in the sector have demanded sustained government backing to create favourable policies and innovative marketing strategies to elevate treatment and wellness tourism in the global market. Mamatha K. V., Ayurvedic Obstetrician and Gynaecologist, and principal of S. D. M. College of Ayurveda & Hospital in Kuthpady, Udupi, said that from the educational, research and manpower point of view government needs to support evidence-based research in Ayurveda. Kurup said, “The Business-to-Business (B2B) model is now changing to Business to Customer (B2C) bringing with it a spa-culture that is diluting the wellness and therapeutics industry.
The Government should attempt to contain this trend immediately. Additionally, since yoga is now well known and accepted we should offer Ayurveda as a value addition alongside.” While Kerala dominates the Ayurveda industry in India, States like Gujarat, Uttarakhand, and Goa are also catching up fast. Ayush growing fast According to the latest government-backed assessment, India’s AYUSH service sector — driven largely by Ayurveda hospitals, clinics, wellness centres, Panchakarma facilities, and medical tourism — has generated an estimated ₹1.67 lakh crore (₹1,66,797 crore) so far in 2025-26, reflecting a sharp expansion from ₹21,697 crore in 2014-15. The sector has emerged as a major pillar of the country’s wellness economy, supported by rising domestic demand, increasing global acceptance of traditional medicine, government initiatives such as the AYUSH Mission and Ayush Visa, and the rapid growth of integrative healthcare and wellness tourism. Other private Ayurveda hospitals, wellness centres and Panchakarma providers added that the next phase of Ayurveda development will need handholding by the Central Government.
The BriefWire