Ayurveda Sector Seeks Government Backing to Expand Global Reach
Indian Ayurveda service providers are targeting markets in West Asia, East Asia, South Africa, and the CIS nations to spur growth. They have appealed to the Central Government to develop standard guidelines for the sector in consultation with public and private service providers.
Sajeev Kurup V, president of the Ayurveda Promotion Society (APS) based in Kerala, said that with Sri Lanka emerging as a strong competitor, India’s Ayurveda sector must aggressively promote its products. He outlined key demands: recognition of Ayurveda and wellness tourism as a national priority sector; parity between service providers and product manufacturers; wider insurance coverage and cashless treatment for Ayurveda services; and establishment of an Ayurveda and Wellness Council with active private sector participation.
“Sustained financial and institutional backing, enhanced funding, multicentric collaborative studies, and a more enabling research ecosystem would strengthen the evidence base for Ayurvedic interventions, improve global credibility, and support their wider integration into mainstream healthcare,” Kurup added.
Large private players have demanded sustained government backing to create favourable policies and innovative marketing strategies for treatment and wellness tourism. Mamatha K. V., principal of S. D. M. College of Ayurveda & Hospital in Udupi, said government support is needed for evidence-based research in Ayurveda from educational and manpower perspectives.
Kurup also noted a shift from Business-to-Business (B2B) to Business-to-Customer (B2C) models, which has introduced a spa-culture that dilutes the wellness and therapeutics industry. He urged the government to contain this trend and promote Ayurveda as a value addition alongside yoga.
While Kerala dominates the Ayurveda industry, states like Gujarat, Uttarakhand, and Goa are catching up. According to government data, India’s AYUSH service sector—driven largely by Ayurveda—generated an estimated ₹1.67 lakh crore in 2025-26, up from ₹21,697 crore in 2014-15, reflecting sharp expansion supported by rising domestic demand, global acceptance, and initiatives like the National AYUSH Mission and Ayush Visa.
Other private providers emphasised the need for handholding by the Central Government. Partap Chauhan of Jiva Ayurveda called for higher funding for scientific research, easier access to finance, simpler regulatory approvals, integration into mainstream healthcare, incentives for digital health systems, and promotion of medical value travel. Sudhir D. C. of APS stressed stronger quality standards, accreditation, skill development, and supply chain support for medicinal plants to improve affordability and global competitiveness.
