Globalising Ayurveda, branding India

Asian Medicine, 2019

India’s share in the global herbal market is dwarfed by that of China. Public and policy discourse in India exhorts Ayurvedic stakeholders to emulate Chinese medicine’s “science-based approach” to expand their global market share. But contrary to popular perception in India, China has been largely unsuccessful in making inroads into the coveted Euro-American herbal medicine market. Chinese medicine’s global footprint is largely the result of historical-cultural links, diasporic influences, and acupuncture practitioners. With national traditional medicine policies increasingly shaped by the evidence-based regulatory paradigm, the future of these informal bottom-up pathways is uncertain. Ignoring the roots of Chinese medicine’s global career has led to a distorted image of its “success” as an outcome of state investment in scientific validation and standardization programs. Our findings underscore the need to critically examine the imaginaries of success that drive stakeholders of non...

It is normally assumed that the globalization of medical practice emanates from the West, but the Chinese practice of acupuncture has proven this hypothesis incorrect. Western medicine has not rejected the concept of acupuncture. It has embraced it and has investigated the benefits that such practices provide. Since Western medicine is already framed within the epistemological context of germ theory, the problem becomes one of finding a way in which such a disparate tradition can be incorporated into current models of medicine. The explanation of this journey begins with Kuhn's theory of scientific revolutions and how that model constitutes modern scientific practice. The germ theory of modern medicine is introduced and compared to the Chinese medical model of acupuncture. The incommensurability between those two models is discussed within the context of the globalization of Chinese medicine. It is argued that instead of rejecting such practices, modern medicine has incorporated them into a new theory which they call medical acupuncture, a model concomitant with the tenets of western scientific research.

Journal of Alternative and Complementary Medicine, 2003

Herbal medicine finds itself at a crossroads. If it continues to become mainstreamed in a commodity-driven health industry, its focus will change from craft-based tradition to globalized industry. On the other hand, if the fundamental importance of tradition to indigenous and nonindigenous medicine is respected, ecologic and cultural issues arise. Central here are the issues associated with control of both land and culture. Many indigenous cultures and their local ecologies are currently threatened by globalization. Historically, successful large corporations have neither respected the environment nor easily acknowledged indigenous claims to land and intellectual property, so no easy resolution of these conflicts seems likely. Our case study of Mapuche medicine allows us to explore the social and cultural conflicts that many practising herbalists experience. We argue that because of the basic contradictions involved, the protection of cultures and ecologies that underpin the discipline must be made a clear priority. We argue that local cultural traditions are clearly at odds with a globalizing herbal industry.

In so-called traditional medicine in South Asia, substances have not ordinarily been prescribed or consumed in isolation, yet the transformations of compound formulations have been comparatively little studied from any position within anthropology or history. Since the early twentieth century, ayurvedic formulations have often been redesigned to address the biomedical disorders of a new global clientele. This has involved overlapping medical cultures and the creation of heterodox epistemologies, which have then allowed the creation of new "traditional" products that suit the demands of the market. In India, these new formulations fall under the category of "Ayurvedic Proprietary Medicines," which are distinct from classical, textual (shastric) formulations already in the public domain. Proprietary medicines are the object of specific systems of appropriation and protection, which have not only gained central stage in the country but also influenced international regulatory bodies. This article seeks to explore the way in which the "reformulation regime" has fostered the emergence of alternative models of property rights, and their global acceptance, as well as how, in turn, these new forms of property have today come to drive pharmaceutical innovation itself. By analyzing this "looping effect," this article sets out prospective avenues to study the industrialization of traditional medicine and the complex interface between regulatory systems, innovation processes, and the market.

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Business Horizons, 1998

https://www.ijhsr.org/IJHSR_Vol.10_Issue.3_March2020/IJHSR_Abstract.09.html, 2020

Though the prevalence of ethnic medicines is active around the world, Āyuṛveda with its philosophical and conceptual background thrives less hard to incline all towards it. Though the principles of Āyuṛveda are immortal, it's the need to be contemporary marking up to the current scientific trends together with the integration of technologies and propagating Āyuṛveda to the mainstream globally. The present review article discusses the possibilities of bringing resurgence to Āyuṛveda and also elaborates upon the challenges and solutions to meet the International standards and accept it globally as a mainstream health profession from a beginner's point of view. With growing interests and acceptance, eventually marking its place among other licensed health care professions globally, advanced visions to focus on the formal scopes of global competitive marketing sectors should be promoted in order to reap its future prospects in the global economic front concurrently and this is inevitable. Moreover Drastic revisions on Āyuṛveda Epistemology, minimum standards & requirements of statutory bodies, planning commissions, culminating the serious flaws existing in the graduate level Āyuṛveda education and upgrading & strengthening existing R&D institutions through vertical integration & clustering of related bodies, and other endowments adding to its viability should be in forefront of amendments. Well structured and concrete collaborations across nations via MoU will also have an impact on implementing its soft power globally. Thus Āyuṛveda in the current global trend proposes a different approach towards the nurturing & globalization, making it marginal and adaptable in the international scenario.

International Journal of Advance Research Ideas and Innovations in Technology

The use of alternative medicine and therapies has been on a rise in the last few decades. Herbal medicine has become popular not just in developing countries but in Europe and America as well. India, with it's rich heritage of non-conventional medical treatments and therapies along with it's the natural abundance of flora and fauna can become an international hub for herbal medicine. In this paper, we explore the scope of alternative medicine and analyze the market available for the same both domestic and foreign. We also try to narrow down on significant hurdles which Indian herbal exports face and solutions for the same.

African Journal of Science, Technology, Innovation and Development, 2018

This paper makes an attempt to explore technological change as well as the motivations and pattern of technological capabilities in the Indian Ayurveda medicine industry. It seeks to investigate the different kinds of learning and technological innovations taking place in the post-WTO regime in the industry to enable it to cater for the global market. The paper discusses assimilative capabilities, collaborative learning and path-dependence of the Ayurveda industry with the help of primary data collected from firms, research institutes, and individual scientists. Broadly, we find the pattern of technological capability acquisition and learning to vary with firm's size, ownership pattern, educational background of owners and firm age. We find that the categories of technological capabilities are not watertight in nature, and a firm can fall in more than one category at times. Our findings also suggest that changing formulation technologies poses a new challenge for the delivery mechanism of Ayurveda drugs, calling for a greater interdependence between medical practice and production systems. It observes the formation of region specific clusters driving collaborative learning in small and medium-sized enterprises.