Ayurveda market booms in India even as US tariffs deliver a blow

INDIA'S Ayurveda sector is experiencing strong domestic momentum, driven by rising consumer preference for natural wellness products, expanded retail presence, and greater government support for Ayush initiatives.

- Nandita Vijayasimha, Bengaluru

However, this growth surge contrasts sharply with challenges emerging in international trade, as the newly imposed US customs tariffs have increased costs for key herbal ingredients and extracts sourced from India. The duties are straining exporters, reducing competitiveness in one of their largest markets, and creating uncertainty for companies that rely heavily on US demand, even as the industry thrives at home.