CUSTODIANS OF AYURVEDA

In a country where Ayurveda was conceptualised as a way of life by Charaka in 100 BC and surgery was being practised by Sushruta in 600 BC, it’s not surprising to witness several success stories around Ayurvedic products. From the ubiquitous chyawanprash, seen in almost every Indian household, to now herbal toothpastes and shampoos, health consciousness has often dictated our product choices. However, logistical hurdles—non-availability of raw material, storage issues and commercial viability of large-scale production—make manufacturing high-quality, Ayurveda-driven products a hard task. Despite these challenges, several Indian brands have not only disrupted the established order and taken on the might of global multinationals, but also consistently enhanced their footprint in global markets. The export value of Ayurvedic and herbal products