Strategy for global placement of Ayurveda: An international survey

International Conference and Exhibition on Traditional & Alternative Medicine

December 09-11, 2013 Radisson Blu Plaza Hotel, Hyderabad, India

Vaidya Sudipt Kumar Rath

Accepted Abstracts: Altern Integ Med

Abstract :

Background: he current world is gradually realizing the insufficiency of conventional bio-medicine to offer optimal health. Thus, significant interest is being shown both by the users and administrators to incorporate the holistic traditional medicine systems like Ayurveda, Chinese medicine into the mainstream healthcare. Ayurveda therefore has travelled beyond the geographical and cultural boundaries of its origin. This paradigm global shift has opened up an economic avenue for Ayurveda in the $85 billion strong herbal market which is steadily growing at 10-15% per annum (Analyze & Realize Inc., 2012). But despite its inherent strong fundamentals, share of Ayurveda in global market is around 2%. These facts left us with questions what it is that stops potential realization of Ayurveda in global herbal market. A survey thus was planned involving domestic and international stakeholders to analyze the market dynamics and to draw a strategic milestone based roadmap for effective placement of Ayurveda in the global platform. Objective: To draw a roadmap for effective global placement of Ayurveda with milestones. Materials and Methods: Questionnaire survey (by e mail and personal interviews) and review of secondary data sources (Government and Non-Government Reports). Results and Discussion: 219 International and 268 domestic participants were surveyed. Majority of the respondents opined cumbersome legal procedures (96%), lack of scientific evidence (85.06%), lack of formal education (85.71%), lack of trained manpower (81.17%) are few of the roadblocks. Conclusion: Ayurveda products and services may be categorized into 7 types and the global market may be divided into 4 zones. Ayurveda may be introduced in a phased manner with a market zone-product category matrix assessment.

Biography :

Vaidya Sudipta Kumar Rath is a Post Graduate in Dravyaguna (Ayurvedic Materia Medica and Pharmacology) from National Institute of Ayurveda, Jaipur - the Apex learning center for Ayurveda in contemporary India. He worked in medicinal plants R & D for more than 7 years with the Industry in a Plant- Product-People holistic approach and subsequently joined NIA as a faculty. He is a staunch believer that without incorporating the principles of Ayurveda in use the Ayurvedic herbs cannot sustain the global expectations. His core area of interest is Fundamental Principles of Ayurvedic Medicine, Rational and Scientific use of Ayurvedic herbs, Research Methodology of Ayurvedic Herbs, Strategic Global Placement of Ayurveda and Sustainable Management of Medicinal Plants Resource. He has published 51 research papers and reviewed articles in scientific journals. He has been striving to disseminate the real essence of Ayurveda at the Global Platform.