GAINING CURRENCY

THE PANDEMIC HAS RESULTED IN A BOOMING HEALTH AND WELLNESS MARKET, WITH AYURVEDIC TREATMENTS BECOMING INCREASINGLY MAINSTREAM

- SONALI ACHARJEE WITH SHELLY ANAND AND ADITI PAI

When Prakhar Chopra’s 61-year-old father was diagnosed with acute gout, he was adamant about only considering allopathic treatment options. However, the medication he was prescribed to reduce his uric acid levels—the main cause of gout—also caused digestive complications. “Instead of curing him, the medicine made him worse because he had severe acidity; he lost a lot of weight and his energy levels fell drastically,” says Chopra. “On the advice of a family friend, we tried Ayurvedic remedies.” These remedies included a high-alkaline diet, with lots of fresh fruit juices, green vegetables and rice and curd. Foods that increased uric acid levels were cut out completely. “It made a huge difference,” says Chopra. “His uric acid levels reduced and his acidity became better too. I used to be sceptical about Ayurveda, because I felt there was no research and no science-backed evidence. When the Ayurvedic doctor we consulted explained the cures to me, I learned more. I now feel that there is an equal science behind both [allopathy and Ayurveda],” says the 36-year-old Mumbai-based fashion designer.

According to a 2019 report by Research and Markets, the Indian Ayurveda market was valued at around Rs 33,000 crore in 2018 and is expected to more than double in size to Rs 71,000 crore by 2024. Experts say the growth is a result of increasing public awareness, an increasing preference for natural ingredients and the government’s push to improve R&D (research and development) in Ayurvedic products. “Increasingly, customers are incorporating Ayurvedic [principles] into their daily routines,” says Yash Birla, chairman of Birla Ayurveda. “The pandemic has made people realise the enormous value of Ayurveda and its potential to keep people healthy.”