According to the UnivDatos Market Insights, the rising health and wellness awareness, government support through AYUSH initiatives, higher spending power fueling demand for premium ayurvedic products, growth of e-commerce and D2C ayurvedic brands, integration of ayurveda with modern science, increased investments and brand innovations, wider acceptance among the younger population drive the India Ayurvedic Products market. As per their “India Ayurvedic Products Market” report, the Indian market was valued at USD ~9,171.12 million in 2024, growing at a CAGR of about 16.33% during the forecast period from 2025 - 2033 to reach USD million by 2033.

The market for Ayurvedic products has started growing significantly in India, with various trends that are set to further boost the industry. Some of the most notable catalysts include the government’s continued support through programs, measures, and the steady growth of export markets, particularly Europe and North America, and increasing focus on innovation and branding. These drivers are not only diversifying the geographical reach of the market but also raising the perception of Ayurveda as a reliable remedy for wellness and medical issues worldwide.

Government Support through AYUSH Initiatives

The government of India has been highly supportive and instrumental in the growth of Ayurvedic products through the Ministry of AYUSH. National AYUSH Mission was launched in the year 2014 with an aim to spread awareness and integrate AYUSH systems of treatment in the country. This along with AYUSH Health and Wellness centres under Ayushman Bharat is not only spreading Ayurveda in India but also increasing the awareness about Ayurvedic products.

The government has also enhanced research and infrastructure, especially in providing standardization of Ayurvedic derivatives. It also entails the implementation of the FSSAI’s ‘Ayurveda Aahar’ regulation, which seeks to establish a new class of ayurvedic foods, and this is helpful in the clarification of the laws governing manufacturers. These steps, coupled with efforts at the global level to popularize Ayurveda by way of Ayurveda summits and Memoranda of Understanding (MoUs), have gone a long way in increasing the credibility of the Indian Ayurvedic products in the international market.

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Export Growth in Europe and North America

The increasing trend of health consciousness and the use of natural products worldwide due to growing demand has enhanced the export opportunities for natural products such as Ayurvedic products to European and North American markets. These regions have demonstrated a higher interest in Ayurvedic remedies and products related to skin care and nutrition, immune-building supplements and functional foods. The move more toward wellness products, especially in the wake of COVID 19 has meant that the Ayurvedic products like ashwagandha, turmeric and chyawanprash are likely to gain more popularity.

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Currently, India’s exports of its Ayurvedic products are on the rise, especially to the United States, the United Kingdom, Canada, and Germany, due to the increasing association of Ayurveda with worldwide trends in well-being.

Ministry of Ayush has taken the following steps to push exports globally in March 2023: -

·      MoUs signed with London School of Hygiene & Tropical Medicine (LSH&TM), UK, and Frankfurter Innovationszentrum Biotechnologie GmbH (FIZ), Frankfurt Germany, for clinical research studies on mitigation of COVID-19 through Ayurveda.

·      WHO-GMP (COPP) given to 31 Ayurvedic Drug manufacturers to facilitate the export of Ayurveda, Siddha, Unani & Homoeopathy Drugs.

Year-wise Details of Current Value of AYUSH-Related Exports Ayurvedic Products, Herbal Medicines and Yoga-Related Goods and Services and Manner value change from 2019-20 to 2023-24, On February 28, 2025, By Open Government Data (OGD) Platform, India

Year

Ayush and Herbal Products (Value in US$)

2019-20

42,80,75,006.00

2020-21

53,98,78,089.00

2021-22

61,21,24,787.00

2022-23

62,85,41,727.00

2023-24

65,11,72,561.00

Increased Investments and Brand Innovations

There has been a significant increase in funding within the Ayurveda sector, given the growth opportunities for players, both long-standing and new. Dabur has dramatically reformulated its product line, integrated contemporary graphics, and strengthened its portfolio in new categories, followed by Baidyanath and Himalaya Wellness. Some of these companies have expanded their outreach using digital marketing and various online platforms. Innovative product lines with a focus on higher-end customers have also emerged.

Financial Year

Research Councils

Budget Estimates (BE)

Revised Estimate (RE)

2019-20

Central Council for Research in Ayurvedic Sciences

292.31

288.5

2020-21

Central Council for Research in Ayurvedic Sciences

297

273

2021-22

Central Council for Research in Ayurvedic Sciences

328.27

309.37

2022-23

Central Council for Research in Ayurvedic Sciences

358.5

358.5

Table: Year-wise Number of Funds Allocated to the Five Research Councils from 2019-20 to 2022-23, On March 04, 2024, By Open Government Data (OGD) Platform, India

Similarly, venture capital and private equity investments in Ayurveda startups have increased in the last few years, with these firms focusing on markets like nutraceuticals, clean beauty, and herbal supplements. Importantly, investors are interested in the ability to expand this sector on a domestic and global level, given that it is founded on the growing trend of health consciousness.

Unlocking the Future of India’s Ayurvedic Products Market: Government Boost, Global Reach, and Rising Wellness Trends

The Indian Ayurvedic products market is still growing at a fast pace, with factors like government support, going global, and product differentiation influencing the growth of the market. It is therefore important for all those in the market, including businesses, investors, and all stakeholders, to embrace it in the market. With the combination of the ancient science of Ayurveda, blending with the technical advancements and rise in the global markets, India has established itself as the hub for wellness. India has equally provided significant governmental support to this sector, the export markets are now expanding, and new branding strategies have been instituted, which are favorable indicators for the prospects of Ayurvedic products.

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