Ayurveda undergoes a renaissance

Understanding the harmful effects of chemicals, the modern consumer inclines toward the traditional Indian science. Arjun Vaidya, CEO, Dr Vaidya’s, shares insights about the changing trends and new age products in conversation with Mansha Gagneja.

- Mansha Gagneja

How has Ayurveda evolved over the past couple of decades? Do you see more acceptance to Ayurveda as a medical science?

Ayurveda as a science has seen a spurt of interest in the last three to four years. From the mid 80s to mid 2000s, this science had lost its appeal among the modern consumers. Consumers had moved towards allopathic products because Ayurvedic products did not appeal to the consumer in terms of packaging and ease of use. With consumers understanding the harmful effects of chemicals, Ayurveda is undergoing somewhat of a renaissance. Education and acceptability are key drivers to capture the modern consumer.

Has the new government measures helped in growth of the sector?

The government has understood the value of Ayurveda as a science. Yoga was taken to the west, re-branded in a form that appeals to modern consumers and today, is a mammoth multi-billion dollar industry in the US. With the formation of the Ministry of AYUSH, the government wants to safeguard the science and ensure that Indian companies take it to the world. Grants to build hospitals, promotion of Ayurveda through Indian embassies and the observation of National Ayurveda Day (on October 28, 2016) are a few key measures by the government to garner support to this science and its propagation.

What other measures are required to drive more growth in the sector?