New Delhi: From India's centuries-old wellness traditions to emerging global markets, Ayurveda is finding new relevance through research, innovation, quality standards and responsible practices, as growing interest in holistic and preventive healthcare is creating more opportunities for the traditional system beyond India, experts say.
Its close relationship with nature also places sustainability at the heart of Ayurveda's evolving global journey, with experts saying the system's future international growth will depend on combining its traditional knowledge with credible scientific evidence, quality assurance, skilled professionals and globally compatible standards.
As India observes the 11th Ayurveda Day on September 23 under the theme "Ayurveda for a Healthier Tomorrow", the system is increasingly being positioned not just as a healthcare tradition but as part of a wider global wellness, tourism and knowledge economy.
The emphasis on evidence, innovation and holistic care reflects an Ayurveda that is responding to contemporary healthcare needs while staying rooted in its holistic approach, said Professor (Vaidya) Rabinarayan Acharya, Director General, Central Council for Research in Ayurvedic Sciences (CCRAS).
"With rising domestic adoption, a rapidly expanding Ayush economy, growing medical value travel opportunities and a clear strategic roadmap for globalisation, Ayurveda is well placed to strengthen its presence on the global wellness landscape,"Acharya stated.
The economic scale is already significant. The Ayush market grew from USD 2.85 billion in 2014 to USD 43.4 billion in 2023, while Ayush exports increased from USD 1.09 billion to USD 2.16 billion during the same period.
The domestic base for traditional healthcare is equally substantial, Ayush ministry officials said.
The first exclusive All-India Survey on Ayush, conducted by the National Sample Survey Office under MoSPI during July 2022-June 2023, found Ayush awareness at 94.8 per cent in rural India and 96 per cent in urban India.
It also found that 46.3 per cent of rural and 52.9 per cent of urban residents reported using Ayush for treatment or prevention during the preceding 365 days. Ayurveda was identified as the most commonly used Ayush system for treatment.
"India already has a substantial domestic base for Ayurveda, but the next phase of growth will require converting this familiarity into a globally trusted wellness and preventive-health proposition. This means stronger evidence, standardised practices, quality-assured products and professionals who can deliver Ayurveda responsibly across different healthcare settings," Professor Sanjeev Sharma, Vice Chancellor, National Institute of Ayurveda, Jaipur said.
The government introduced a dedicated Ayush Visa in July 2023 for foreign nationals seeking treatment under Ayush systems and has also taken steps to promote Ayush-based medical value travel.
The global Medical Value Travel market was estimated at USD 115.6 billion in 2022 and is projected to reach about USD 286.1 billion by 2030, according to a government backgrounder.
"The globalisation of Ayurveda cannot rest on heritage alone. Its future will depend on how effectively India creates internationally understandable standards while preserving the principles that make Ayurveda distinctive," Dr Mamatha K V principal of SDM College of Ayurveda and Hospital in Udupi in Karnataka said.
Research, education, sustainability and responsible medical tourism will be central to building long-term global credibility," Dr Mamatha said.
The WHO Global Traditional Medicine Strategy 2025' 2034, adopted by the World Health Assembly in 2025, provides a global framework focused on evidence, safety and regulation, health-system integration and wider cross-sectoral contributions, she said.
The WHO Global Traditional Medicine Centre in Jamnagar, established in 2022 with India as its lead investor, further reflects India's role in shaping the global traditional medicine agenda.
WHO has also included Ayurveda, Siddha and Unani in ICD-11's Traditional Medicine Module 2, enabling their conditions to be documented through an internationally comparable framework, while work is progressing on intervention codes.
Meanwhile, the Ayush Research Portal currently displays more than 43,000 research entries.
Experts said translating this expanding evidence base into credible standards, services and products while retaining Ayurveda's distinctive principles could help it emerge as an important contributor to India's wellness, tourism, services, exports and knowledge economy.
