According to a report by Confederation of Indian Industry (CII) and PricewaterhouseCoopers (PwC), rise in non-communicable and chronic diseases is driving the demand for Ayurveda in India. 77% of the households used Ayurvedic products in 2017, up from 69 per cent in 2015. The report emphasises the need for standardisation and quality control to launch Ayurveda on a global scale.
Kerala can cater to this rising demand for Ayurvedic products and services. It has a clear advantage with in delivering Ayurvedic products and services, in all segments of Ayurveda, according to the report. The state’s core capabilities are strengthened by a diverse range of products and services, advancements in research and education, increase in tourism and strong support from the government. Kerala is well on its way to become an investment hub in Ayurveda, the report adds.
In 2016, Kerala had 1400 Ayurveda-associated industries with a total turnover of $37 million and export of $8.3 million. Kerala accounts for 10 per cent of the Indian herbal industry of $578 million.