The herbal cosmetics industry is "driving growth in the beauty business" in India and is expected

to grow at a rate of 7% as more people shun chemical products in favour of organic ones.

"During the last decade, the herbal beauty care business has actually driven the growth of the
beauty business in India. The emphasis has been on the spectacular growth of the herbal and
ayurvedic beauty products business," beauty expert Shahnaz Husain told IANS.

She was the first to introduce the concept of ayurvedic cosmetics to the world when she launched
her products way back in 1970.

Today, the Indian cosmetics industry has a plethora of herbal cosmetic brands like Forest
Essentials, Boutique, Himalaya, Blossom Kochhar, VLCC, Dabur and Lotus; and many more are
adding to the list.

The Indian cosmetics market - defined as skin care, hair care, colour cosmetics, fragrances and
oral care segments - stood at an estimated $2.5 billion in 2008 and is expected to grow at seven
per cent, according to an analysis of the sector.

One such brand is Tathaastu, which deals in products made of essential oils.

Divita Kanoria, Tathaastu's chief wellness officer, said the presence of artificial and chemical
ingredients in their cosmetic products has made people rethink about suitable alternatives to suit
their skin.

"Of late, there have been attempts to find alternatives. Beauty recipes from China and India using
traditional herbs have earned a special significance the world over. Ayurvedic recipes from India
for skin and hair treatment also serve as cosmetics," Kanoria said.

"The best part about organic cosmetics is that unlike chemical-based cosmetics, these do not
interfere with the body's absorption of Vitamin D. Moreover, these help an individual to have a
healthy skin, lustrous hair and glowing complexion in a completely natural way," she added.
People have also become aware of the "ingredients" of cosmetic products.

"Today awareness of beauty products and treatments, fashion and grooming is at an all time
high. The Indian customer is very much aware of the ingredients in cosmetic products, the
benefits of plant products and the harmful effects of chemical ingredients," Husain said.

"Also the concept of 'total well being' has steadily gained ground. There is much more awareness
of the wellness concept and its benefits among people today," she added.

Husain recollects how she had to create awareness among people about the benefits of ayurvedic
products when she launched her brand four decades ago.

"Very early in my career, I had to create awareness of the benefits of ayurvedic products and
herbal healing. I made it a point to reply personally to letters seeking solutions for skin and hair
problems," Husain said.

"My philosophy and faith in ayurveda have not only influenced markets and minds but have
become an integral part of my person and brand image," she added.

First-Ever List Of Top 20 Classical Ayurvedic Herbal OTC

Products Released

Chyawanprash is largest selling Ayurvedic OTC product

Ghaziabad, Uttar Pradesh, April 7, 2010 /India PRwire/ -- The Society for New Age Herbals, a
non-profit organization working towards promoting evidence-based herbal medicinal systems in
India, today launched the list of top 20 selling classical Ayurvedic herbal OTC products in India.
This first of its kind list has ranked the age-old immunity builder Chyawanprash is the largest
selling Ayurvedic Herbal OTC product, with Triphala Churna (a mild laxative),
Dashmularishta (female reproductive health normaliser post-delivery), Ashokarishta
(menstrual cycle regulator) and Lavan Bhaskar Churna (digestive) making up the Top 5.

The exhaustive list has been put together on the basis of inputs from leading Ayurvedic
companies and discussions with practicing Vaidyas. "The Society has been feeling the need of
coming out with this list in view of the strong growth that Ayurvedic medicines have been
witnessing in the recent years. No concerted efforts have so far being made in India to conduct a
systematic study to find out top 20 selling classical Ayurvedic herbal OTC products. We have,
for the first time, undertaken this task," said Mr. C.P. Khare, a renowned international author of
several reference works on herbal medicines and founder President of the Society Society for
New Age Herbals.

The current market of Ayurvedic, Unani & Siddha medicines in India is estimated to be about
Rs. 8,000 crores, out of which the estimated share of classical AYUSH medicines is estimated to
be about Rs. 500 crores. Ayurvedic medicines are normally made from raw materials of herbal,
mineral, metal, marine as well as animal origin. However, for this particular exercise only those
classical Ayurvedic products with herbal ingredients have been evaluated in order to keep pace
with the International trend. The scope of this study included only classical, herbal, OTC
products. The exclusions from the study include metallic, herbometallic and mineral products,
though they enjoy a good market share.

The Top 20 List:

1. Chyawanprash ('All-in-One' rejuvenating, age-sustaining and immunostimulant tonic)

2. Triphala Churna (Mild laxative, antibacterial)
3. Dashmularishta (Female reproductive health normaliser after delivery, general tonic for
females)
4. Ashokarishta (Menstrual cycle regulator )
5. Lavan Bhaskar Churna (Digestive, carminative)
6. Sitopaladi Churna (Bronchial antiseptic, anti-inflammatory and expectorant, with
honey)
7. Arjunarishta (Cardioprotective, hypocholesterolemic)
 8. Ashwagandharishta (Anti-stress and nervine tonic)
9. Shankhapushpi Syrup (Tonic for mental faculties)
10. Maharasnadi Kwath (Anti-rheumatic, anti-inflammatory)
11. Yograj Guggulu (Anti-rheumatic. anti-inflammatory)
12. Hingwastak Churna (Digestive and anti-flatulent)
13. Drakshasava (Anabolic tonic)
14. Ashwaghandha Churna (Anti-stress and nervine tonic)
15. Pushyanug Churna (Supportive remedy for benign leucorrhoea and menorrhagia)
16. Avipattikar Churna (Supportive remedy for hyperacidity and constipation)
17. Khadirarishta (Anti-dermatophytosis)
18. Supari Pak (General tonic for reproductive health in females)
19. Abhayarishta (Supportive remedy for piles and fistula-in-ano)
20. Amritarishta (Immunostimulant in recurrent liver, spleen and pyrexic dysfunctions)

The market scenario of Ayurvedic products is quite complex and this report should be considered
as a small but significant initiative of the Society for New Age Herbals to create competitiveness
leading to the growth of AYUSH products, said Mr. Khare. "Countries like US keep declaring
the list of top 20 selling herbal products which acts as a stimulus to the market. No such exercise
has ever been done in India since the major market research agencies do not cover AYUSH
products for market size estimations. Coming out with the list of top 20 selling classical
Ayurvedic Herbal OTC products in India is one of the major initiatives of the Society for New
Age Herbals and is likely to act as a trend setter," he added.

Notes to Editor

About Society for New Age Herbals

The society, which works towards bridging the gap between ancient wisdom and scientific
advancements, also brings out a bi-monthly bulletin besides organizing quarterly meetings to
review and discuss the current researches going on in the field of herbal medicines.

The Governing body of the Society includes eminent persons across the relevant scientific
disciplines: Dr.V.K. Agarwal (Clinical Pharmacology), Mrs. Santosh Mehtani (Botany &
Pharmacognosy), Dr. Prem Kishore (Clinical Practice & Ayurvedic Research), Dr. Mayaram
Uniyal (Pharmacognosy), Dr. Brahma Singh (Pharmacognosy & Herbal Plantation), Dr. K.K.
Srivastava (Clinical Biochemistry, Adaptive Medicine), Dr. Gian Singh (Phytopharmacology),
Dr. C.K. Katiyar (Ayurvedic Drug Research), Prof. (Dr.) V.V. Prasad (Clinical Practice &
Ayurvedic Research), Dr. Rajendra Gupta (Pharmacognosy & Herbal Plantation), Prof.(Hakeem)
Anwar Ahmad (Clinical Practice & Unani Research), Dr. Navin Kr. Sharma (Herbal Drug
Development), Dr. (Mrs.) R.D. Kak (Botany & Pharmacognosy), Mrs. Parmod Singla (Botany &
Pharmacognosy), Dr. Rekha Sharda (Phytochemistry), Dr. Deepika Gunawant (Global Herbal
Regulations).

THE AYURVEDIC MEDICINE INDUSTRY IN INDIA

by Subhuti Dharmananda, Ph.D., Director, Institute for Traditional Medicine, Portland, Oregon

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 Designation Ingredients Main Uses

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 terrestris, Treatment for urinary

Gokshuradi Guggulu
Commiphora mukul, Cyperus rotundus tract disorders

Bombusa arundinacia, Cinnamomum Alleviates cough and

Sitopaladi churna zeylanicum, Elettaria cardamomum Piper associated respiratory
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 vasica) 1.0% vasicine respiratory support,

Standardized Extract 2.0% total alkaloids cough-cold aid

Amla- (Emblica officinalis) 40% tannins rejuvenating agent

Standardized Extract

Andrographis paniculata 10% andro-grapholides liver support

Standardized Extract
Ashwagandha (Withania somnifera) 1.5% withanolides adaptogen
Standardized Extract 1.0% alkaloids

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 serrata) 75% total organic acids anti-inflammatory,

Standardized Extract 40% ß-boswellic acid arthritis support

Calcium Sennosides (Cassia 20% total sennosides laxative action

angustifolia)
Standardized Extract

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

Standardized Extract

Coleus Forskohlii 1%, 10%, or 20%, or 95% Traditional use:

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

Curcumin C3 Complex® (Curcuma 95% curcuminoids antioxidant, anti-

longa) inflammatory
Standardized Extract

Fenusterols ® (Trigonella foenum 50% steroidal saponins sports nutrition

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 mukul) 2.5% or 7.5% healthy cholesterol

Standardized Extract guggulsterones

Gymnema Sylvestre (Gymnema 25% or 75% gymnemic healthy blood sugar

sylvestre) acids
Standardized Extract

Hot Sip® (Combination of 4 herbs) combination of: Adhatoda cough & cold aid
Powdered Extract vasica, 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 (Phyllanthus 3% bitter principles liver support

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 marsupium) 5% pterostilbene blood sugar support

Standardized Extract 0.01% (-) epicatechin 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 cordifolia) 2.5% bitter principles urinary health

Standardized Extract support

Trikatu (Ayurvedic Formula) combination of Piper respiratory support,

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

Triphala (Ayurvedic Formula) 40% tannins; combination digestive aid

Standardized Extract of Terminalia belerica,
 Terminalia chebula,
Emblica officinalis

Tulsi Extract (Ocimum sanctum) 2.0% ursolic acid blood sugar

Standardized Extract support, rejuvenating
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. Warrier serves
Dr. P. K. Warrier, also as Chief Physician, ably assisted by other senior
Managing Trustee & Chief Physician
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).
Herbal Pharmacy Shirodhara

A collection of Ayurvedic remedies are available at A continuous stream of medicated warm

the clinic to be prescribed according to the ancient oil (or herbal decoctions, medicated milk,
system of treating the three doshas: vata, pitta, kapha. or buttermilk) is poured onto the forehead
A specialty of the clinic is use of Rasayana, which for 20 to 40 minutes. This procedure often
are the rejuvenative tonics Specific dietary induces a mental state similar to a trance,
recommendations are given to accompany the herbal which creates profound relaxation of the
preparations in making a complete program of mind and body. It is deeply relaxing and
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.