Introduction
The traditional forms of medicine have witnessed a resurgence in popularity, especially during the pandemic. There’s a growing demand for various health traditions that are rooted in centuries of cultivated sciences. From the commercialization of ancient Chinese herbs to the popularization of Native American living practices — the trend has caught on with the entire world, and India is no different.
India, home to 3000 years old proven medicinal science in the form of Ayurveda, is the leading contributor to the rapid normalization of alternative medicine and therapies. Ayurveda and yoga have the power to transform our lives and are now largely vindicated by modern science.
The Success of Traditional Indian Sciences
English professor Alex Hankey has concluded that the success of the Indian empire and the vastness of the former glory of the Indian civilization is vastly due to the Indian traditional sciences such as yoga and Ayurveda. There’s vast evidence that the structure of knowledge and its propagation through science, art, painting, and sculpture denotes the empirical success of India’s science. With the advent of Ayurvedic colleges and Ayush centers, the learnings are now coming back in the form of Ayurvedic colleges in Bhopal and BAMS graduates.
The Impact of Ayurveda and Yoga on Mankind
Over 5000-year-old Indian Ayurvedic system is a unique system of healthcare that works in collaboration with the mind, body, and spirit. The increasing reliance on herbal treatments lies in the deep belief in fewer or no side effects. From healing to rejuvenation and overall treatment, Ayurveda and yoga get full marks.
The impact of Ayurveda and yoga can be seen in the following ways:
- The cosmetic industry
The cosmetic industry is freshly flooded with products and regimens that stem from holistic science and traditional Indian culture. Turmeric face packs, neem shampoos, and yogurt body scrubs are all you can find in the cosmetic aisle of Nykaa. The rapid commercialization and enthusiastic acceptance of these products have driven major brands to completely ditch chemicals for natural ingredients with humble roots.
- The GenZ industry
Ayurveda and yoga largely cater to the emerging crowd with the majority of purchasing power in the market. Gen Z and millennials are really quick to spread the message online. They are experimental, open-minded, and adaptive. This makes the introduction and acceptance of old-school ideas vastly easy and profitable. The growth trajectory of Ayurveda and yoga now belongs to the younger generations, and they are very good at taking it to the global scale. - The hospitality industry
The health and wellness industry is positioned to be one of the biggest markets for the propagation of Ayurveda and yoga. The crystals, deep-skin massages, and yoga are great ways to get maximum attention for your brand. From deeply knowledgable people to curious learners who just want to dip their toes in new waters — Ayurveda and yoga serve them all. - The food industry
The western pivot towards veganism and organic food intersects with the rise of holistic health practices such as bullet coffee, lemon water, consumption of five spices, and turmeric-ginger smoothies. There’s a bullet blender in every home and there are Indian herbs in every soup now. Ayurveda’s gift to mankind comes from bundles of teaching manuals which detail the benefits of every natural herb. Now the entire world has caught up with the significance of consuming Indian herbs every day. - The FMCG industry
From snacks to one-time use items, the Fast Moving Consumer Goods are no stranger to a holistic lifestyle and the demand for natural products. Modern medicine works hand-in-hand with Ayurveda to make natural science accessible to everyone. From packaging to marketing, the entire industry now replicates the huts of Indian sadhus who switched out alcohol for kombucha and HIIT workouts for hot yoga. - The schooling industry
Several experts have started imparting their knowledge to millions of keen followers who are eager to learn about the intricacies of traditional Indian medicine and holistic practices. Like new-age digital gurus, they are earning good bucks by making traditional medicine and science accessible to people. The gurus leverage their knowledge and combine it with leisure activities and fitness bundles to make it as easy to comprehend as possible.
India’s Role in the Globalisation of Ayurveda and Yoga
Ayurveda and yoga are India’s premium gifts to mankind. The new practices are focused on preaching them as a form of preventive care and immunity boosters. The new-age marketing of Ayurveda takes from its historical richness and scientific relevance. The natural, chemical-free contrast of these products makes them desirable to millions of people who are fed up with years of conditioning, fertilizers, and preservatives.
India is playing a pivotal role in marketing Ayurveda and yoga as sustainable alternatives to modern medicine and exercise regimens. From Ayurvedic colleges in Bhopal to new schemes directed at resurrecting the sciences of the old times, there’s an intense focus on building the bridge between the world and this 3000-year-old science. Due to intensely targeted marketing, holistic lifestyle and natural consumption played a role in the raves in European and American countries. The propagation is tapped into the goodness and traditional richness, with due respect to the historical importance of these substances. The markets across the world are absorbing Ayurveda as the leading science for preventive health care.
The following steps are being taken to lead the conversation:
- Transformation of Ayurvedic medicine into easy-to-consume products such as pills and powders.
- Investment in R&D through robust government support.
- Investment in world-class Ayurvedic colleges such as Mansarovar Ayurvedic Medical College (MAMC), Bhopal, and cultivating experts.
- Increased focus on modernization of treatment courses, resulting in the crystallization of centuries of rich Ayurvedic resources into bite-sized treatment courses.
- Commodification and commercialization of Ayurvedic medicine.
In conclusion,
Yoga and Ayurveda are some of the greatest gifts that India has given to the world. The health and happiness of the planet can be achieved if humans from all corners of the world embrace these gifts and dedicate their lives to them. Yoga and Ayurveda fill the body, mind, and soul with faith and purpose. The impact of yoga and Ayurveda cannot be quantified, it can only be felt around in the spirit of health and well-being.
