Globalizing Ayurveda: Opportunities and Challenges

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Ayurveda means the science of life. According to a WHO report, over 80% of the world population relies on traditional medicine, largely plant based for their primary healthcare needs. Ayurveda is one among the traditional and the oldest holistic medical system of the world. An increasing number of people around the world are turning towards Ayurveda among all the Complementary and Alternative Medicines (CAM) for the numerous unique benefits offered by it. It treats the root cause of an ailment and causes no side effects. The efforts of devoted ayurvedic practitioners/yoga teachers have contributed to their popularity across the globe. In this era of globalization and fast paced life, people are demanding quick healing medicines. There is a large potential to tap the unexplored market and regenerate awareness among the current generation. According to WHO, the international market of herbal products is estimated to be US$ 62 billion which is poised to grow to US$ 5 trillion by the year 2050. India s share in the global export market of medicinal plants related trade is just 0.5%. But China dominates over the world market. The challenges for Ayurveda are to increase the effectiveness of medicines, shelf life of medicines, meet international quality standards, and standardize formulations for large-scale production and market aggressively with a scientific approach. This book has been divided into four sections. Section 1: Introduction to Ayurveda, gives an introduction about Ayurveda, the developments, which have taken place in this field and its movement towards globalizing. Section 2: Indian Scenario, discusses about the Ayurvedic industry in India, regulations, research and education scenario in this field. This section comprises 5 articles. Section 3: Global Scenario, discusses the growing popularity, acceptance, challenges and opportunities available in the global market and Section 4: comprises case studies, like "Revitalizing Traditional Herbal Therapy (Uttranchal Case), "Health Tourism in Kerala: Ayurvedic Way" and "Himalaya Drug Company: Branding Ayurveda".

ABOUT THE AUTHOR Prabha Shastri Ranade

Prabha Shastri Ranade holds a Master's degree in Geography and Ph.D. in Social Sciences from Nagpur University. She has over 25 years of teaching and research. experience. She is currently working as Consulting Editor at Icfai Business School Research Centre, Ahmedabad. She started her career as Research Officer at National Atlas and Thematic Mapping Organization, (Government of India) Kolkata, and has moved to teaching of Geography at Nagpur University. Later, she was awarded UGC's Research Associateship for post doctoral research projects, under which she worked at Devi Ahilya Vishwa Vidyalaya, Indore and Jawaharlal Nehru University (JNU), New Delhi for about 15 years. She has contributed numerous articles in academic journals, conference proceedings, edited books, newspapers and the Encyclopedia of World Geography (New York). She has edited a few books published by the Icfai University Press and also published four books, 'Maharashtra', under States of Our Union Series, by the Publications Division of Government. of India; Population Dynamics in India by Ashish Publishing House, New Delhi; Industries and Environment: A Study of Impact Assessment by APH Publishing Corporation, New Delhi; and a text book on "Geography" for the Maharashtra State Text Book Bureau, Pune. She has presented research papers at various national and international conferences and seminars, held within the country and abroad. She was the recipient of "Young Scientist" honour by the Indian Science Congress for her research contribution. Her areas of expertise and interests include geography, population, resources and environment.