AYUSH and Ayurveda: The Business of Traditional Medicine
The Size and Shape of the Market
AYUSH products range from classical medicines to over-the-counter herbal consumer goods, sold through pharmacies, clinics and supermarkets.
The market has grown as consumers look for herbal and natural options.
Types of products
Classical formulations, patent and proprietary medicines, herbal supplements, personal care and food products all count.
Consumer goods
Chyawanprash, herbal toothpaste, oils and immunity boosters sell as everyday household items.
Growth
Interest rose sharply during and after the pandemic, when many bought immunity-related products.
Informal trade
A lot of trade is local, unbranded and hard to measure.
During the pandemic, sales of herbal tonics and kadha mixes climbed as families tried to protect health.
Prices and quality range from village clinics to national brands.
- Products span medicines and consumer goods.
- Demand rose after the pandemic.
- Much trade is informal.
- Branded and unbranded products coexist.
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