The Ayurvedic medicine industry is critically dependent upon uninterrupted supply of raw herbs.

It
means that medicinal plants of right quality should be available in right quantity for the sustained
growth of Ayurvedic medicine industry. It is a fact that the expanding Ayurvedic industry has had an
impact on the raw herb supply position. Arya Vaidya Sala has recognised the importance of the
natural resource base and has taken comprehensive steps for strengthening this unique resource base.
These steps include cultivation of threatened medicinal plants, promotion of cultivation, supply of
seedlings to growers, generation of organic manure, finding new sources of water and supporting
efforts for cultivation and trade in medicinal plants.

About 220 acres of land has been developed as medicinal plants estates. Several annual, binnial and
perennial herbal species are cultivated there for in-house consumption. In fact, Arya Vaidya Sala is
now self sufficient in certain items like Atalotakam, Karinkurinji, Nagadandi and Brahmi. There are
about a hundred other medicinal plants which are cultivated for supplementing production needs.

About 5 lakhs of seedlings are produced for distribution amongst potential cultivators. The Green
House facilities of the Centre for Medicinal Plants Research are being used for the generation of
seedlings and cuttings. A special type of Shashtika rice is cultivated for medicinal applications.
Similarly, special COD and MYD varieties of dwarf coconut trees are planted to meet the demand for
tender coconut water for medicine preparation. BSRI variety of gooseberry trees are planted for
supplementing its supply for medicine manufacture.

The Medicinal Plants Board of Government of India has recognised the efforts of Arya Vaidya Sala in
the field of herb cultivation and has extended financial support for strengthening these activities.

The special know-how and skill generated in the field of medicinal plant cultivation are transferred to
individual farmers and NGOs through a verity of extension and education programmes. With the
involvement of the expertise available with the Centre for Medicinal Plants Research, various
extension activities are conducted at Panchayat and District levels.

Another allied activity is the production of high grade organic manure from the solid herbal residue
generated in the Factory. Apart from using this manure for captive consumption, it is also being made
available at subsidised cost to the cultivators and farmers. New methods of compost production using
micro organisms are also planned.

Scarcity of water is a major problem while expanding cultivation activities. Apart from attempting to
identify new sub-soil water sources, concerted efforts are made to conserve ground water by setting
up ponds and by recycling effluent water discharged from the medicine manufacturing activity.

INITIATIVES IN THE MEDICINAL PLANT SECTOR

Strengthening the critical resource base of medicinal plant has always been considered an important
task by Arya Vaidya Sala. The efforts in this regard have been in five major directions, viz.,
maintaining of demonstration garden, cultivation in natural estates, undertaking collaborative
research, collating and publishing reference material and undertaking extension work.

An important activity has been in the area of collating and compiling information of the character and
use of medicinal plants as found in classical and modern texts. This major work has resulted in
bringing out a five volume treatise entitled “Indian Medicinal Plants-A Compendium of 500 Species”
(Orient Longman, Chennai, 1994-96).

A Demonstration garden is set up in an eight acre plot at Kottakkal. A live collection of 700
scientifically identified medicinal plants, a herbarium and a museum for selected items of correctly
identified crude drugs are maintained in this facility. This facility serves as a centre of learning and
referencing for professionals, physicians, students, farmers and others. Based on the taxonomic
studies made here, several scientific papers and a book entitled “Ayurvedic Drugs and Their Plant
Sources (Oxford & IBH, Delhi,1994) have been published. The garden is a favored location of visit
for informed visitors as well as laypersons.

Over 200 acres of medicinal plant estates are being maintained at Mannarghat, Kottapupram,
Thrikkakara and Kottakkal, where large scale cultivation of rare plant species is organized. These
estates also support scientific activities by providing trial cultivation and maintenance of field gene
banks.

One of the major research projects, entitled “Medicinal Plants (India) Project”, was undertaken in
collaboration with the International Development Research Centre (IDRC) of Canada. Twenty
endangered medicinal plants of the Western Ghats were studied under this project with respect to
their pharmacognosy, propagation and distribution. Several scientific papers and a major compilation
entitled “Some Important medicinal Plants of the Western Ghats, India – A Profile” came out of this
project. IDRC sponsored a project on harvesting, processing and storage of Ayurvedic raw drugs with
the aim of evaluating present practices and evolving new procedures. A programme to set up a Germ
Plasm Bank of medicinal plants has recently been initiated with the support of the Department of
Biotechnology of the Government of India. The major components of this programme are a field gene
bank, an in-vitro bank, a seed bank, a digital data base, etc.

Extension work has been planned to ensure availability of genuine herbs. Seeds and seedlings from
the estates are distributed at nominal cost to farmers, Organic manure from plant residue is also made
available to them at a competitive price. Training programmes are organized for the benefit fo
farmers, NGOs, agricultural officers, etc.

Sitaram Ayurveda Pharmacy Ltd is an Ayurvedic company which

manufactures medicines in Thrissur, Kerala state. It is the first Ayurvedic
company in India to get Good Manufacturing Practice (GMP) Certificate for
its production facility in Thrissur. The company has a multi-specialty
Ayurvedic hospital, which has the facilities to practice all the eight branches
(Ashtanga) of Ayurveda as described in Ashtangahridayam. Sitaram
Ayurveda laboratory also observes strict in house standards to ensure
highest quality in medicines. The laboratory has got recognition from Kerala
and India Government Agencies. Sitaram is constructing a 100 bedded Rs10
crore invested eight storied super specialty hospital in the Thrissur,
envisaged as the first of its kind Ayurveda super specialty hospital in the
country

[edit] History
Sitaram Ayurveda Pharmacy is considered among the oldest Ayurvedic
institutes in Kerala. Its history dates back to 1921, when the company
started with the blessings of Maharaja of erstwhile Kochi princely state,
Rama Varma.

[edit] speciality
sitaram ayurveda pharmacy has state of the art distillation system for
manufacturing aasav and arishtas (medicated alcohols) and liquid
medicines. they have their own pharmacoepia to that they created the unique
medicines which are greatly compatible to ayurvedic theme of medicines.

-****************************

Ayurvedic medicines are produced by several thousand companies in

India, but most of them are quite small, including numerous neighborhood
pharmacies that compound ingredients to make their own remedies. It is
estimated that the total value of products from the entire Ayurvedic
production in India is on the order of one billion dollars (U.S.). The industry
has been dominated by less than a dozen major companies for decades,
joined recently by a few others that have followed their lead, so that there
are today 30 companies doing a million dollars or more per year in business
to meet the growing demand for Ayurvedic medicine. The products of these
companies are included within the broad category of "fast moving consumer
goods" (FMCG; which mainly involves foods, beverages, toiletries,
cigarettes, etc.). Most of the larger Ayurvedic medicine suppliers provide
materials other than Ayurvedic internal medicines, particularly in the areas
of foods and toiletries (soap, toothpaste, shampoo, etc.), where there may be
some overlap with Ayurveda, such as having traditional herbal ingredients
in the composition of toiletries.

The key suppliers in Ayurveda are Dabur, Baidyanath, and Zandu,

which together have about 85% of India's domestic market. These and a
handful of other companies are mentioned repeatedly by various writers
about the Ayurvedic business in India; a brief description is provided for
them, arranged here from oldest to newest:

Dabur India Ltd. is India's largest

Ayurvedic medicine supplier and the
fourth largest producer of FMCG. It
was established in 1884, and had
grown to a business level in 2003 of
about 650 million dollars per year,
though only a fraction of that is
involved with Ayurvedic medicine.
Last year, about 15% of sales volume
was pharmaceuticals, the remaining
85% were mostly non-medicine items
such as foods and cosmetics. Dabur's
Ayurvedic Specialities Division has
over 260 medicines for treating a range
of ailments and body conditions-from
common cold to chronic paralysis.
These materials constitute only 7% of
Dabur's total revenue (thus, less than
50 million dollars). Dabur
Chyawanprash (herbal honey) has a
market share of 70% and chewable
Hajmola Digestive Tablets has an 88%
share. Other major products are Dabur
Amla Hair Oil, Vatika (Shampoo), and
Lal Dant Manjan (Tooth Powder).

Sri Baidyanath Ayurvedic

Bhawan Ltd. (Baidyanath for short)
was founded in 1917 in Calcutta, and
specializes in Ayurvedic medicines,
though it has recently expanded into
the FMCG sector with cosmetic and
hair care products; one of its
international products is Shikakai (soap
pod) Shampoo. Baidyanath has a sales
volume of about 350 million dollars,
but most of the product sales are in the
cosmetic range. The company reports
having over 700 Ayurvedic products,
made at 10 manufacturing centers, with
1,600 employees. Included items are
herbal teas, patent medicines, massage
oils, and chyawanprash.

Zandu Pharmaceutical Works was

incorporated in Bombay in 1919,
named after an 18th-century Ayurvedic.
The company focuses primarily on
Ayurvedic products (in 1930,
pharmaceuticals were added, but the
pharmaceutical division was separated
off about 30 years later). However,
today Zandu has a chemicals division
and cosmetics division. Its total sales
volume is about 45 million dollars. One
of its current projects is to develop a
dopamine drug from a plant extract,
applying for new drug status in the
U.S.

The Himalaya Drug Company was

established in 1934 in Bangalore. It
currently has a business level of about
500 million dollars and has a U.S.
distribution division (Himalaya USA).
It is known in the U.S. for the product
Liv-52, marketed as a liver protector
and therapy for liver diseases like viral
hepatitis; the product was first
marketed in India in 1955.

Charak Pharmaceuticals was

founded in 1947, and currently has
three distribution centers in India; it
produces liquids, tablets, and veterinary
supplies. It has gained a large
advantage with its new product
Evanova, a preparation containing 33
herbs and minerals and non-hormonal
active ingredients used as a menopause
treatment alternative to HRT. Soya is
one of the main ingredients in this
product. The product also contains
Ayurvedic herbs that act like selective
estrogen receptor modulators as well as
asparagus root (shatavari), which
reduces the frequency and intensity of
hot flashes.

Vicco Laboratories was

established in 1958. It mainly produces
topical therapies based on Ayurveda
and is best known internationally for its
toothpaste product, Vajradanti, which
has been marketed in the U.S. for more
than 25 years.

The Emami Group, founded in

1974, provides a diverse range of
products, doing 110 million dollars of
business annually, though only a
portion is involved with Ayurvedic
products, through its Himani line; the
company is mainly involved with
toiletries and cosmetics, but also
provides Chyawanprash and other
health products.

Aimil Pharmaceuticals Ltd.,

incorporated in 1984 and engaged in
manufacturing and sale of both generic
and proprietary Ayurvedic medicines,
with a business level of about 20
million dollars annually. Its wide range
of Ayurvedic herbal formulations,
covering most therapeutic segments,
was honored by the Indian
government's National Award for
Quality Herbal Preparations and
National Award for R & D in the year
2002. It is known for its proprietary
formulas for hepatitis, diabetes,
menstrual disorders, digestive
disorders, and urinary diseases.
 Several small companies that have grown rapidly in recent years
envision themselves as primary players in the Ayurvedic market. As an
example, Viswakeerthy Ayurvedic Pharmacy promotes itself as one of the
largest suppliers of Ayurvedic medicines in India. It presents the following
on its website:
Viswakeerthy Ayurvedic Pharmacy, was founded by Dr. K.
Mohammadkutty a great friend of Nature and Ayurveda.
Started in 1977, as a fledgling pharmacy, Viswakeerthy today
is one of the largest manufacturers of Ayurvedic Medicines
with a formidable presence all over Kerala. The dynamic
leadership of Dr. K. M. Kutty, complemented by the energetic
drive of his team of young enthusiastic professionals has taken
Viswakeerthy Ayurvedic Pharmacy to new heights. The
philosophy behind the inception was to "Serve Humanity
Through Ayurveda-The Authentic Way" by propagating and
practicing genuine Ayurveda and producing quality Ayurvedic
medicines. Today, this philosophy has taken Viswakeerthy to
new heights of Ayurvedic excellence. Realizing the importance
of standardization of medicines and the modernization of
production, Viswakeerthy took the significant step of updating
the technology of the existing pharmacy and establishing a
sophisticated private limited company, Viswakeerthy Herbals
Pvt. Ltd. at Kalpakanchery, Malappuram District of Kerala.

The market for Ayurvedic internal medicines is dominated by

Chyawanprash, an herbal honey comprised of about 3 dozen ingredients,
with amla (emblic myrobalans) as the key ingredient. The leader in this field
is Dabur, which had a 69% market share at the end of 2002; followed by
Baidyanath, with nearly 11%, and Zandu and Himani (Emami Group) with
about 7.5% each. A variety of individual herbs, traditional formulations, and
proprietary medicines make up the rest of the health products section
involving internal remedies, while the remainder of the market is taken up
by toothpastes and powders, skin creams, massage oils, shampoos, and other
topical preparations. Aside from Chyawanprash, the following are among
the major traditional remedies:
Formula
Ingredients Main Uses
Designation

Rejuvenative tonic,
Triphala Terminalia chebula, Terminalia Belerica, harmonizer,
Three Myrobalans Emblica officinalis treatment for
intestinal disorders

Trikatu Piper longum, Zingiber officinale, Piper Spicy stimulant to

Three Pungents nigrum digestion

Aromatic base for

Trikulu Ellettaria cardaomomum, Cinnamomum
numerous
Three Fragrants arundinacia, Eugenia caryophylla
formulations

Triphala plus Trikatu plus Tribulus Treatment for

Gokshuradi
terrestris, Commiphora mukul, Cyperus urinary tract
Guggulu
rotundus disorders

Alleviates cough
Bombusa arundinacia, Cinnamomum
and associated
Sitopaladi churna zeylanicum, Elettaria cardamomum
respiratory
Piper longum
disorders

Two of the largest companies involved with providing traditional

medicine products, such as the above, are Himalaya Drug Company and
Universal Medicaments (in Nagpur). Universal Medicaments has a joint
venture for research and manufacturing of herbal products with Cipla Ltd.
and Lupin Ltd, two leading pharmaceutical companies of India. Universal is
engaged in manufacturing and exports of both pharmaceutical formulations
and research-based herbal medicines.

Exports of Ayurvedic medicines have reached a value of 100 million

dollars a year (about 10% the value of the entire Ayurvedic industry in
India). About 60% of this is crude herbs (to be manufactured into products
outside India), about 30% is finished product shipped abroad for direct sales
to consumers, and the remaining 10% is partially prepared products to be
finished in the foreign countries (see Appendix 1 for examples of Ayurvedic
distribution from India with products available worldwide).

STATUS OF AYURVEDA IN INDIA

The Indian government and non-government organizations have been
collecting statistics on the Ayurvedic system in India and these data about
the manpower and institutional aspects of Ayurveda have emerged:

• Number of registered medical practitioners: 366,812

• Number of dispensaries: 22,100

• Number of hospitals: 2,189

• Number of hospital beds: 33,145

• Number of teaching institutions (undergraduate): 187

• Number of upgraded postgraduate departments: 51

• Number of specialties in postgraduate medical training: 16

• Number of pharmacies manufacturing Ayurvedic medicines: 8,400

In India, 60% of registered physicians are involved in non-allopathic

systems of medicine. In addition to the nearly 400,000 Ayurvedic
practitioners, there are over 170,000 homeopathic physicians; India has
about 500,000 medical doctors (similar to the number in the U.S., but
serving nearly 4 times as many people). Reliance on Ayurvedic medicine is
heavy in certain regions of India, such as Kerala in the Southwest. Many
Ayurvedic practitioners in small villages are not registered. One of the
famous clinics of India is described in Appendix 2 and a new clinic complex
is serving visitors from abroad is mentioned in Appendix 3.

MODERN MARKET DEVELOPMENTS

The SAARC (South Asia Association for Regional Cooperation) was
formed in 1985; its member countries are India, Pakistan, Nepal,
Bangladesh, Bhutan, Maldives, and Sri Lanka. These countries all have
been influenced by Ayurvedic medicine. Trade in Ayurvedic medicines
within the SAARC is mostly limited to raw materials that grow in one
region (e.g., high mountains, northern climate) and are then exported to
other regions (e.g., lowland southern areas). Because of the large number of
very small factories that try to service the local communities, with products
labeled with the local language, there is little opportunity for suppliers in
one SAARC country to send finished products to another SAARC or even
abroad.

Entrepreneurs in these countries (mainly in India) seeking to break into

the market for natural products have determined, rightly, that the demand
for traditional style Ayurvedic medicines both inside and outside the region
is limited, despite growth trends as high as 20% annually encountered in the
late 1990s. They have aimed to bolster interest by carrying out scientific
research into promising herbs and formulas that are based on Ayurveda but
not necessarily reflecting traditional practices. Of necessity, such research
eventually focuses on finding of active ingredients, and this has led to the
development of isolates from plants that are sold as "nutriceuticals"
(substances not registered as drugs, but used like nutritional and dietary
supplements, sold over the counter in various formulations with specific
health benefits portrayed for them). For these, there is a growing worldwide
demand. The main suppliers of nutriceuticals are Japan, China, and the U.S.,
but India stands to become a significant contributor.

As an example of development of Ayurvedic nutriceuticals, Sabinsa

Corporation, a U.S. company with affiliates in India that represents the
Indian tradition, though it also takes on similar projects involving herbs
from other sources. The company was founded by Dr. Muhammed Majeed.
He was born in Kerala, India; after graduating in Pharmacy from Kerala
University, Majeed emigrated to the U.S. in 1974, where he continued his
graduate studies and then worked at pharmaceutical companies for 15 years.
Then, in 1988, he founded Sabinsa Corporation. Soon after, in 1991, Majeed
set up a research and development group at Bangalore, India called Sami
Labs Ltd. That facility now has over 500 employees.
 Sabinsa produces extracts and special powders such as the following
(uses are typical applications sought by product manufacturers and may not
reflect traditional Ayurvedic uses):
Product Name Composition Uses

Adhatoda Vasica- (Adhatoda 1.0% vasicine respiratory support,

vasica) 2.0% total alkaloids cough-cold aid
Standardized Extract

Amla- (Emblica officinalis) 40% tannins rejuvenating agent

Standardized Extract

Andrographis paniculata 10% andro-grapholides liver support

Standardized Extract

Ashwagandha (Withania 1.5% withanolides adaptogen

somnifera) 1.0% alkaloids
Standardized Extract

Asparagus Racemosus 2.5% shatavarin ii Adaptogen

Standardized Extract 2.5% shatavarin iv

Bacopin (Bacopa monniera) 20% bacosides a & b memory support

Standardized Extract

Bioperine (Piper nigrum) 95% piperine nutrient bioavailability

Standardized Extract enhancer

Boswellin (Boswellia serrata) 70% total organic acids anti-inflammatory,

Standardized Extract 20% β-boswellic acid arthritis support

Boswellin Forte (Boswellia 75% total organic acids anti-inflammatory,

serrata) 40% ß-boswellic acid arthritis support
Standardized Extract

Calcium Sennosides (Cassia 20% total sennosides laxative action

angustifolia)
Standardized Extract

Centellin (Centella asiatica) 8% total triterpenes skin health, general

Standardized Extract tonic

Coleus Forskohlii 1%, 10%, or 20%, or Traditional use:

Standardized Extract 95% forskolin circulation support; new
uses: sports nutrition,
weight management

Curcumin C3 Complex® 95% curcuminoids antioxidant, anti-

(Curcuma longa) inflammatory
Standardized Extract

Fenusterols ® (Trigonella 50% steroidal saponins sports nutrition

foenum graecum)
Standardized Extract

Ginger Dry Extract (Zingiber 5% gingerols digestive aid

officinale)
Standardized Extract

Ginger Soft Extract (Zingiber 20% gingerols digestive aid

officinale)
Standardized Extract

Gugulipid® (Commiphora 2.5% or 7.5% healthy cholesterol

mukul) guggulsterones
Standardized Extract

Gymnema Sylvestre 25% or 75% healthy blood sugar

(Gymnema sylvestre) gymnemic acids
Standardized Extract
Hot Sip® (Combination of 4 combination of: cough & cold aid
herbs) Adhatoda vasica,
Powdered Extract Alpinia galanga
Glycyrrhiza glabra,
Piper longum

Inula Racemosa 2% alantolactone circulation support, skin

Standardized Extract health

Licorice - (Glycyrrhiza glabra) 20% glycyrrhizinic acid Expectorant

Standardized Extract

Momordicin® - (Momordica 7% bitter principles blood sugar support

charantia) 0.5% charantin
Standardized Extract

Mucuna Pruriens 10% & 15% l-dopa tonic, energy

Neem Leaf Extract (Melia 3% bitter principles Antiseptic

azadirachta)
Standardized Extract

Phyllanthus Amarus 3% bitter principles liver support

(Phyllanthus amarus)
Standardized Extract

Picroliv® (Picrorhiza kurroa) 4% kutkin liver support

Standardized Extract 8-10% bitter principle

Piper Longum 1.5% piperine respiratory support,

Standardized Extract thermogenic

Rubia Cordifolia 0.1% total alkaloids skin health

Standardized Extract

Silbinol™ (Pterocarpus 5% pterostilbene blood sugar support

marsupium) 0.01% (-) epicatechin
Standardized Extract min.

Terminalia Arjuna 0.5% arjunolic acid circulation support

Standardized Extract

Terminalia Belerica 40% tannins rejuvenating agent

Standardized Extract

Terminalia Chebula 40% tannins rejuvenating agent

Standardized Extract

Tinofolin ® (Tinospora 2.5% bitter principles urinary health

cordifolia) support
Standardized Extract

Trikatu (Ayurvedic Formula) combination of Piper respiratory support,

Powder longum, thermogenic, digestive
Piper nigrum, Zingiber aid
officinale

Triphala (Ayurvedic Formula) 40% tannins; digestive aid

Standardized Extract combination of
Terminalia belerica,
Terminalia chebula,
Emblica officinalis

Tulsi Extract (Ocimum 2.0% ursolic acid blood sugar

sanctum) support, rejuvenating
Standardized Extract agent

Tylophora (Tylophora 0.1% total alkaloids respiratory support

indica/asthmatica)
Standardized Extract
 As examples of how traditional Ayurvedic ingredients are converted to
modern products, it has been found that myrrh yields guggulsterones and
frankincense yields boswellic acids that are now in high demand. For both
these herbs, the original research and product development originated in
India as part of an ongoing effort to investigate and make more useful the
tradition of Ayurvedic medicine. Much of the guggulsterone and boswellic
acid currently used in manufacturing products today comes from Sabinsa.

Guggulsterones are reputed to lower blood lipids, including

cholesterol, a problem recognized currently, but not an issue of traditional
Ayurvedic medicine. The standardized nutriceutical available for most
manufacturing of products is 2.5% guggulsterones; preparations of 7.5%
and of 10% guggulsterones are produced, but the high sterone products are
soft and more difficult to use in manufacturing. The Sabinsa product is
trademarked Gugulipid. Boswellic acids are reputed to have potent anti-
inflammatory activity, as demonstrated in laboratory experiments; its
traditional use would indicate an anti-inflammatory action. The standardized
boswellic acid preparations list their content as 50-70% boswellic acids,
though it has been suggested that these are actually total organic acids from
frankincense, with boswellic acids as the major component. The Sabinsa
product is trademarked Boswellin.

This trend towards nutriceutical development has not been adopted by

all. Some are still interested in promoting the ancient tradition and sell the
well-known prescriptions or make up new proprietary formulas. An
example of a company that sells complex Ayurvedic compounds is Surya
Herbal in New Delhi. They are the manufacturers and exporters of a wide
range of Ayurvedic generic, branded specialties and other OTC herbal
healthcare products. The company provides 15 formulations, which match,
for the most part, the categories of natural therapeutics in demand
worldwide. The products include: Memory-Loss Capsules/Syrup; Mental
Stress and Fatigue Relieving Capsules; General Weakness Tonic for Men &
Women; Liver Disorder Curative Tablets/Syrup; Piles & Varicose Veins
Tablets; Throat & Other Minor Infections Therapy Tablets/Syrup;
Menstrual Regulatory Capsules/Syrup; Cough Relief Tablets/Syrup; and
Constipation Regulatory Tablets/Syrup.

Another example is Universal Medicaments Pvt. Ltd., a part of

Universal Pharmaceuticals Group. The company is best recognized for its
formulations Karnim (Anti-diabetic supplement), Herbokam (Anti-stress
formula), Chetak (Stimulant), Tonabilin (Iron supplement), Minitone, U-
Gyanetone, and Unicough Syrup. All together, the company has about 15
main proprietary products. Key elements in both these companies is a
gradual move away from traditional Ayurvedic products to the new
formulations ("research-based") and new dosage forms (e.g., capsules and
syrups to replace, as examples, teas and ghee preparations) that suit the
current demands. The direction today is to deal with broad issues, such as
lowering cholesterol and lipids, lowering blood sugar (in diabetes), and
improving cardiovascular health overall. Products in high demand also
include menopause formulas, sexual stimulants, treatments for liver disease,
and detoxifying regimens.
 The biggest supplier of Ayurvedic herb products for the U.S. and other
Western countries is Maharishi Ayurveda Products International, Inc.,
currently located in Colorado. Despite its dominance in the field, which
came about because of the popularity of Maharishi Mahesh Yogi in his
teaching of transcendental meditation, the company still has only a limited
market presence and small staff. The Maharishi had attracted a few medical
doctors to his program, and they have been vocal proponents of the
products, which is the reason for their continued use. There are about two
dozen products in their catalog.

In America, Europe, and other countries, it has long been recognized

that it is difficult to promote traditional medicine systems because of their
complexity, so individual herbs become the focus of attention. The main
herb of interest from India is ashwaganda. It is not promoted as much based
on its role in Ayurveda, rather, it has been compared, with considerable
hyperbole, to ginseng, which was for many years the biggest selling
medicinal herb on the international market. So, it is called "Indian ginseng"
by some (though to do so now in the U.S. is illegal) and promoted as an
"adaptogen," as a sexual tonic, and as an immune enhancer, but usually
without any reference to its characteristics as recognized by Ayurveda. It is
included in formulations, but mostly with non-Ayurvedic ingredients.
Previously, the best promoted herb from Ayurveda was Centella asiatica,
one type of Brahmi. This herb became popular almost entirely on the basis
of one product (which contained two other non-Ayurvedic herbs), that was
heavily promoted. Confusion over the source led to substitution of a
Chinese herb in most products recently. However, this Ayurvedic herb is
still promoted as an energizer (in Ayurvedic medicine it is a sedative), and
as a tonic for the brain (which is consistent with some Ayurvedic indications
for it).

There are serious problems with traditional Ayurvedic medicine in the

West. In a separate article (Status of Ayurveda in the U.S.), I have described
significant barriers that exist to development of the field here, where
Chinese medicine has done fairly well. Visitors to India bring back
distressing stories about the status of Ayurvedic medicine education in
India, which indicates that there are problems arising in the source country.

Other issues influence the potential spread of Ayurvedic medicines.

With the popularization of herbal medicine in recent decades, along with the
rapid growth in population, numerous species used in making traditional
formulas are becoming endangered. A good example is Nardostachys
(jatamansi), which is now permitted only in manufactured products and
cannot be otherwise exported; it is mainly obtained in Nepal. According to
one estimate, 120 economically useful plants in India are endangered, 35 of
which are said to be important medicinals.

Quality control issues have come to the fore, with worries about
contamination of plant products by heavy metals, pesticides, and other
substances, yet few Ayurvedic factories are large enough and affluent
enough to invest in the necessary testing procedures to demonstrate the
quality of the finished materials. The ones mentioned above, Surya and
Universal, do have the capabilities and produce certificates of analysis for
their batches of product that reveal test data on cleanliness and purity of the
product.

September 2003

Note: The author would like to thank Lokesh Gupta, in Noida,

India, for providing background information relevant to the
development of this article. Any inadvertent errors in
representation of the industry activities or its member
companies are the sole responsibility of the current author.

APPENDIX 1. Ayurvedic Distribution

The development of international trade in Ayurvedic medicine came about
at the same time that the internet became a popular means of rapid
communication. Most Ayurvedic suppliers provide at least minimal
contacts, and some provide extensive contacts, via the internet.

Follow this link for a sampling of 150 sites related to Ayurvedic

medicine suppliers and consultants on the internet (thanks to 123India.com).

APPENDIX 2. The Story Kottakkal Arya Vaidya

Sala, an Ayurvedic Medical Center
Founded in 1902, by Vaidyaratnam P.S. Varier, the
Kottakkal Arya Vaidya Sala is today the largest and most
trusted institution of its kind in India. Kottakkal Arya
Vaidya Sala is a charitable institution offering authentic
Ayurvedic medicines and treatments to patients from all
over India and abroad. The Arya Vaidya Sala also manages
one Ayurvedic Hospital at Kottakkal in Kerala and another
at Delhi, cultivates medicinal plants, manufactures
medicines, conducts research programs, publishes books
and seminar reports on Ayurveda and related subjects, and
runs a Kathakali Academy. Sri Varier, scion of an
illustrious family of Kottakkal in the Malabar region of
Kerala, was a renowned Ayurvedic scholar and
academician, an able practitioner, a successful
entrepreneur, and a genuine philanthropist. Sri Varier
studied Ayurveda under the classical Gurukula system. He
also acquired proficiency in the practice of Allopathy. In
1933, in recognition of his valuable services to humanity,
Sri P. S. Varier was conferred the distinguished title of
 "Vaidyaratna" by His Excellency the Viceroy and
Governor General of India.

Left: Some of the 500 Ayurvedic formulas developed by Arya Vaidya Sala; Right: Home of
S. Varier, the organization's founder.

Sri Varier, called the "savior of Ayurveda in the South" died in 1944.
He had executed a will prior to his demise, which converted his proprietary
concern into a charitable trust of public nature, to be run by a trust board
consisting of seven members; as per the provisions of its founder's will,
Arya Vaidya Sala functions as a charitable trust.

The major share of the

earnings from its activities is
exclusively spent on medical aid-on
both outpatient and inpatient basis-
to deserving persons. Financial
support is also provided for
managing an affiliated Ayurveda
college; conducting research;
holding seminars and training
programs; producing books and
 publications; cultivation of herbal
gardens; and for running a classical
dance academy. The remaining
funds are pooled back for the
development of the institution. No
financial gain accrues to any
individual or family. The Trust
Board is headed by Dr. P. K.
Warrier, a nephew of the founder.
Dr. P. K. Warrier,
Managing Trustee & Chief Physician Dr. Warrier serves also as Chief
Physician, ably assisted by other
senior and experienced physicians.
Dr. Warrier, under whose
leadership Arya Vaidya Sala has
grown into a large organization
with 14 branch clinics, has been
honored with several awards,
including the prestigious
Dhanvanthari Award for 2001.

APPENDIX 3. Ayurvedic Natural Health Center,

Goa, India
Providing Ayruvedic health care services for tourists from around the world
is one of the goals of the modern Ayurvedic medicine industry. Although
herb products can be shipped everywhere, the services of Ayurveda-
epitomized by the week-long Panch Karma regimen-are obtained by staying
at a special clinic. The Ayurvedic Natural Health Care Center is a group of
sites in Goa where people can visit for two weeks to experience a wide
range of therapies. The Ayurvedic system is particularly focused on
cleansing (detoxifying) approaches, and uses numerous methods for
promoting elimination and relaxation, many of them involving application
of medicated oils.

The Ayurvedic Natural Health Care

Center was established just a few years ago
by Dr. Gopalakrishnan Valiyaveettiv. He
was born in the Kerala area where Ayurvedic
medicine has a strong base. Dr. Valiyaveettiv
belonged to a family specializing in
Ayurveda, and he attained a vast
understanding of Ayurveda from his parents.
In 1990 he graduated from University,
majoring in Zoology, and then went on to
formally study Ayurvedic medicine. In 1996
he completed his Bachelor of Ayurvedic
Medicine & Surgery from Vaidyaratnam P.S
Varier's Ayurvedic College, in Kottakkal
 (see Appendix 1).

Shirodhara
A continuous stream
of medicated warm oil
Herbal Pharmacy
(or herbal decoctions,
A collection of Ayurvedic medicated milk, or
remedies are available at the buttermilk) is poured
clinic to be prescribed according onto the forehead for
to the ancient system of treating 20 to 40 minutes. This
the three doshas: vata, pitta, procedure often
kapha. A specialty of the clinic is induces a mental state
use of Rasayana, which are the similar to a trance,
rejuvenative tonics Specific which creates
dietary recommendations are profound relaxation of
given to accompany the herbal the mind and body. It
preparations in making a complete is deeply relaxing and
program of therapy. revitalizes the central
nervous system.
Shirodhara gives the
best results when
taken after an
Abhyanga, a whole
body massage with
herbal oils.
 Kati Basti
A special technique aimed at providing relief for back pain using
warm medicated oils or herbal decoctions when bathing the lower
back for 20 to 30 minutes.