Introduction
The word Ayurveda comes from the word Ayur meaning life and the word Veda meaning to know. Ayurveda means the science of life and is a medical system practiced in India, Srilanka and Nepal. Ayurveda is a system of self care that originated in India more than five thousand years ago.
Ayurveda went through a period of decline in India during the period of British rule it became a second option that was used by traditional spiritual practitioners and the poor the decline was only for a short period in 1947 when India got independence ayurveda again gained importance and many schools were established till date. Ayurvedic medicine has continued to evolve its holistic approach to health in order to cope with modern needs and scientific approach of the day.
Ayurveda is becoming very popular all over the world with hundred of healers incorporating it into their practices and thousand of people using its well tried principles and therapies to improve their well being. Ayurveda emphasizes on prevention of disease, rejuvenation of our body system and extension of life span. Thus it focuses on prevention as well as cure.
· Principles of prevention health care for the entire family
· Beauty and cosmetic treatment for men and women (Saundrya Sadhna)
· Treatment of addiction (Sangarkara Chikitsa)
· Purification and rejuvenation treatment (Panchakaroma Chikitsa)
· The ayurvedic approach to diet and weight loss (Sthasulya Chikitsa)
· Museuloskletal system treatment (Vatavyadhi Chikitsa)
· Promotion of self healing and resistance disease (Svabharovoparamavaada)
· Male and female infertility (Vajikarna)
Production
As per the World Health Organization (WHO) estimates 80% of the world population depends on herbal medicine for their primary healthcare needs. The global trade in herbal medicine was estimated around USD 60bn increasing with an annual growth rate of 15%. The industry is expected to attain a value of USD 5 trillion by 2050. The demand for herbal medicine is especially high in European Union (EU) and United States (US). These two markets are the key driver of global herbal trade.
Presently, India contributes less than 1% to the global herbal market however it is fast emerging as a key supplier of medicinal plants across the globe. The present value of the entire ayurvedic production in India is estimated around USD 1 bn while annual exports are pegged at USD 100 mn. Of the total exports 60% is crude herbs, 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. Apart from the traditional herbal formulations, cosmetics and neutraceuticals are two upcoming opportunity segments which are expected to be the future growth drivers of the herbal industry.
India comes under 1% when compared to other counties for production and exports. The chart represents world’s contribution in percentage.
Problems impacting production
Problem 1 – Numerous Small Companies
There are 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 India to send finished products to another SAARC countries or even abroad.
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. The key suppliers in Ayurveda are Dabur, Baidyanath, and Zandu which together have about 85% of India's domestic market.
Possible solution:
Entrepreneurs 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.
An example of success story
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.
Problem 2 – Documentation and Institutions
Absence of adequate scientific documentation is, probably the fundamental problem and most serious limiting factor faced by this sector from the very beginning. Lack of good teachers and good institutions of learning, barring a few like Banaras Hindu University (Varanasi), Gujarat Ayurved University and National Institute of Ayurveda, most of the other colleges are either just average or even below the acceptable limits. This reflects in non-promising Ayurvedic graduates coming out of these institutions.
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:
Registered medical practitioners = 366,812
Dispensaries = 22,100
Hospitals = 2,189
Hospital beds = 33,145
Teaching institutions (undergraduate) = 187
Upgraded postgraduate departments = 51
Specialties in postgraduate medical training = 16
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. The numbers are similar to the number in the U.S., but serving nearly 4 times as many people).
Possible solution:
New and improved standards should be laid down and all the institutions of learning should be brought under the new guidelines. Government should take better initiatives with much needed vigor to document the process of formulation and patenting the same in order not to loose the rights later to other countries. Opening of additional institution should be priority to overcome the shortage of personnel.
An example of how profits are used for further research
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. 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.
Problem 3 – Absence of Manufacturing Standards
Absence of basic manufacturing standards or Standard Operating Procedures (SOPs) of various ayurvedic products in this sector is a cause of concern since these products become non exportable as standards laid down by government are not met further eroding the motivation from the producer to produce, export and earn more.
The concept of Good Manufacturing Practice (GMP) is well known to every pharmaceutical company in the world. Many countries express GMP in regulations, codes, and guidelines. In this era of worldwide herbal drug revolution, there is a need to implement GMP in the production of medicinal products from natural resources (herbal drugs). In addition to the widespread use of phytomedicine in developing countries for historical and cultural reasons, developed countries have been increasingly using alternative and complimentary medicine for their potential therapeutic efficacy. To meet the worldwide demand for herbal drugs, it is essential to maintain GMP. GMP for herbal drugs covers their cultivation in the field to their preparation in different formulations with the crude powder the extract, or purified components.
The objectives of GMP for herbal drugs are generally stated in terms of desired achievements in several areas of manufacture and control, including cultivation and collection. India has a wide biodiversity and many herbal drugs from different regions constitute a major part of the health care system.
Quality control is the part of GMP that is concerned with sampling, specifications, testing, organization, documentation, and release procedures. Quality control ensures that the necessary and relevant tests are actually carried out and that materials are not released for use, nor products released for sale or supply, until their quality has been judged to be satisfactory. Quality control is not confined to laboratory operations but must be involved in all decisions concerning the quality of the product.
Quality assurance is a wide-ranging concept that covers all matters that individually or collectively influence the quality of a product. It is the totality of the arrangements made with the object of ensuring that pharmaceutical products are of the quality required for their intended use. Quality assurance incorporates GMP and other factors.
Possible Solution:
1. The solution will be proper in house validation and standardization along with our own well-developed modern Ayurvedic pharmacopoeia and bring more transparency in listing the documents and ingredients. Accepting EU standards for GMP and GAP, and incorporating it into our standards so that produce produced is up to the mark as prescribed by WHO standards and ready for exports.
2. Since small players find the above economically unviable they should get together form a conglomerate for manufacturing in a shared facility or get hold of finance from government institutions.
3. Government should actively participate in bringing up the underdogs.
Problem 4 - Depletion of medicinal and aromatic plants
An estimate shows that Ayurvedic industry is growing at a rate of 12 to 15% in Kerala. 'Right and timely availability of raw material' is going to be a crucial factor if not, one of the biggest problems that this industry is going to face in the coming future. 'Right' here means of right kind and right quality. Depletion of the same due to ruthless cultivation and forest destruction is of major concern. Since the demand for medicinal plants is a derived demand from the demand for Ayurvedic medicines and related products, and mainly 80% of the Ayurvedic raw material consists of medicinal plants, the growth of Ayurvedic industry will result in consequently a same increase in the medicinal plant demand.
An article from Hindu reads as follows
“The plant diversity in the Western Ghats is under threat of degeneration due to widespread deforestation. The area covering Dakshina Kannada, Udupi, Kodagu, Chikmagalur, Hassan, and Shimoga districts is one of the major plant diversity regions in the world. Thanks to the timber lobbies, this region is fast losing its plant diversity. As a result, India is slipping from its position of being one of the top 12 mega-plant diversity regions in the world.”
Possible solution:
In order to ensure continued sustenance and to protect the industry it should be understood that these are invaluable resources and conservation should be practiced.
Marketing Mix
Product
Herbal products, medicines etc are the things that are widely demanded. Apart from Chinese herbal medicines, ayurveda appears to have the greatest potential in world trade. Yet the huge market remains untapped due to lack of concerted efforts to overcome some of the hurdles in the wider acceptability of ayurveda. The quality of raw drugs used in manufacture as well as the finished drug being marketed is suspect. Many of the formulations are complex and comparable to crude drugs in composition and would require elaborate protocol for testing.
One of the worrying factors for vaidyans is the non-availability of the different roots and medicinal herbs for making medicines. Since the forests are fast disappearing, we are not getting the correct herbs. And there is so much adulteration too. People are passing off ordinary plants as medicinal. There are certain roots that look similar.
Price
The global pharmaceutical market was worth US $550 billion in 2004 and is expected to exceed US $900 billion by the year 2008. The herbal industry shares about US $62 billion with good growth potential. The prices are quite competitively priced. In some instances the prices are tailored to suit to the pocket of the customers, this by some experts is often criticized as they feel that the real essence of Ayurveda is lost because when you alter the prices the quality is lost. Pharmacies and shops carry a range of over-the-counter herbal and ayurvedic products containing combinations of herbs, spices, flowers and fruits.
Place
AYURVEDA needs immediate and extensive reorientation to gain scientific credibility, as this traditional old system of medicine is poised for an unprecedented expansion in the global scenario. A paper submitted at a recent seminar pointed out that increasing number of people all over the world are showing interest in alternative medicine and the recognition given by the WHO is an indication of its gaining importance. But due to low awareness, lack of scientific credibility as well as ineffective promotion has placed many barriers for Ayurveda.
Promotion
Kerala recently participated in the Information Technology Business (ITB), 2006. Every year, there are some new additions to promote Ayurveda. This year, it was Ayurveda Masseur, where a quick Ayurvedic massage was given to foreigners, "To give them a taste of what exactly is Ayurveda and how wondrous it can be. And if they want more, they can always visit Kerala for it. Such initiatives are essential for Ayurveda as presently the system has a lot of unfavorable information. With such initiatives it helps Ayurveda to gain good ground and also help via word of Mouth.
Kerala Tourism Development Corporation (KTDC) has recently opened up an Ayurvedic resort called 'Thanneermukkom Ayurvedic Lake Resort' located beside the pristine backwater at Thannermukkom. "Here, they have tied up with the Keraleeya Ayurveda Samajam, a society formed by the Maharaja of Zamorine of Calicut in 1903 to promote and protect Ayurveda, headed by Padmasree Dr Rajagopal. Unlike the usual Ayurvedic spa/centers attached to a hotel, this resort combines authentic Ayurvedic treatment with leisure. The patient's medical records are thoroughly examined by a panel of expert doctors and treatment is suggested after verifying the medical conditions. Thus, the unique feature of the resort is that it provides treatment just like a fully- equipped Ayurveda hospital without reducing the leisure element by way of location, property etc.
People
In China formal training is an integral part of the national health program, which helps in ensuring quality standards in health care delivery. China became successful in integrating Traditional Chinese Medicine (TCM) in the national health care system. Science-based approaches were utilized and inculcated in the education of TCM with emphasis on research. Hospitals practicing TCM treat more than 200 million outpatients and almost 3 million inpatients annually.
Process
There is a need to transform ayurveda into a dynamic, constantly validated and evolving scientific discipline from a rich knowledge base in the form of oral tradition and scriptures. This is a major hurdle in the wider acceptability of ayurvedic and other herbal drugs are the absence of standardization and lack of acceptable procedure to establish standards. Besides, safety and clinical efficacy would have to be ensured to find acceptance at least in western markets. Physiochemical parameters in the formulation of ayurvedic medicines and properties of the finished product have to be arrived at for the purpose of standardization.
It is evident that biotechnology can help bring about a revival of ayurveda at least in areas such as the sustainable use of plant resources, quality control and clinical validation of herbs, drugs and protection of traditional IPR (Intellectual Property Rights). Biotechnology, if some degree of consensus is reached, will help contribute to a synergy between the best of ayurveda and modern science
There are a lot of illegal activities going on in the name of Ayurveda. As a result, it proves very challenging to convince tourists and Indian citizens to actually come and visit the Ayurvedic centre. "Authenticity becomes suspect for the visitors. Strong monitoring is required.
Over the years, it had become mandatory to give reference of the textbooks from which a medicine was made, and also its ingredients. But this procedure has not been adhered to, more so the borderline between herbal and ayurvedic medicines has been given a go by. Though the licence is issued by the Drugs Controller's office, like all government offices, corruption appears to have taken its toll. Expressing grave concern over the unchecked flow of medicines into the market in the name of ayurveda, But on par Chinese medicine became successful in crossing philosophical barriers through constant reworking of the basic system.
Physical Evidence
Lack of proper facilities and services is also another factor that is hitting the Ayurveda sector hard, the ambience in which the massages, therapies and other related activities are carried out are not upto the international standards. The modern Indian market for alternative therapies is dominated by hundreds of traditional practitioners and small firms that peddle creams, syrups and pills in unmarked jars or wrapped in paper thus it leads with a wrong impression to the foreigners as the packaging is not done properly thus hitting the entire industry.
Some Suggestions for the Marketing Mix
Efforts to monitor and regulate herbal drugs and traditional medicine are underway. China has been successful in promoting its therapies with more research and science-based approach, while Ayurveda still needs more extensive scientific research and evidence base.
Since there is close competition in the Ayurvedic sector due to the unorganized players, existing and new hotels are compelled to have an Ayurvedic spa so on the whole the perception of the Ayurveda changes from ugly to soothing experience. Even hospitals can also be roped in.
Ayurvedic massage parlors are often being used for indecent activities. There should be some accreditation system from the tourism department which can prove to be big relief to all the Ayurvedic centers which are genuine.
"Travel agents stress only on the massage part of Ayurveda. The pleasure part is given utmost importance in their agenda. They must also make people understand that Ayurveda cures many complex problems, like paralysis, which they will get only at an Ayurvedic hospital, under the observation of qualified doctors
Consistency in composition and biological activity are essential requirements for the safe and effective use of therapeutic agents. Quality is the critical determinant of safety and efficacy of botanical medicines; however, botanical preparations rarely meet the standards of quality, which refers to procedures and markers for assessing and verifying the strength of botanical raw materials or extracts or formulations thereof, thus proper agencies needs to be established either proper equipment to ensure the quality of the botanical raw materials, herbs etc.
WHO, United States Food and Drug association (USFDA), European Scientific Cooperative on Phytomedicine (ESCOP) have published standard sets of guidelines to address the concerns. Some of the progressive manufacturers follow them to provide standardized botanical medicine. In India, about 9000 licensed units manufacture traditional medicines with or without proper standardization. Since major Indian manufacturers do not follow WHO guidelines for quality control the entire Industry is getting hit. Adulteration of market samples remains a major problem in domestic and export markets of Indian herbal products. So proper licensing regimes needs to evolve so as to ensure only the real ayurveda is delivered. Strict adherence to such norms laid by these organizations should form base for the research & development so as to avoid criticisms at a later point of time.
The government of India needs to take special initiatives. Priorities include education, standardization of drugs, enhancement of availability of raw materials, research and development, information, communication and larger involvement in the national system for delivering health care.
The situation facing Ayurvedic medicine in America should be compared with that of traditional Chinese medicine, because there are similarities and differences that illustrate the possibilities and problems of introducing foreign traditional medical systems.
Chinese medicine is a licensed primary health-care practice in about 60% of the American states. There is a national testing organization that most states rely on for determining who can get a license, and there are more than 30 colleges of Oriental medicine (mainly Chinese medicine, sometimes with contributions from Korean or Japanese medical systems), most of which are accredited through a national agency. Accreditation means that the colleges pass certain minimum standards (there is an Oriental medicine accreditation board) and the students are eligible to get government-backed loans to cover their tuition costs. At this time, there are about 10,000 practitioners who have licenses to practice Chinese medicine and it is estimated that as many as 12,000,000 office visits per year take place involving these practitioners. Also, about 4,000 medical doctors utilize one of the Chinese medical techniques, acupuncture, as part of their practice (though it is usually a very minor part). For perspective, just 25 years ago, Chinese medicine was virtually unheard of and there were no licensed practitioners.
India needs to actively export its medical system. The ancient manuscripts and languages needs to be translated in other different languages which are generally acceptable, This I say because the awareness about the benefits of Ayurveda is very low, which can be helped by exporting books about the disciple.
All in all at this time in the world there is a growing interest in what has recently been called complementary and alternative medicine (CAM). This term marks a change in attitude regarding medical practices that are outside the standard therapies. ‘Alternative medicine’ was the previously used term for all these practices that indicated a rejection of a modern medical approach and adoption of something else. The addition and conjunction of the term complementary along with alternative indicates a willingness to blend the two systems, which, in the long run, would imply a co-operative effort.
Political Economic Social Technological Environmental Legal
Political
The impact of political aspects is not much on the industry. The different political groups often do not address to the problem faced by the Industry.
Economic
The different strata’s of people living in the society make a considerable impact on the Industry. People are largely based in the rural areas and are not willing to shell out money for Ayurvedic treatments. Then due to lack of resources there is no money been pumped into the Research and Development of the Industry as a whole.
Social
There are different caste and races that exist in India, though the country is secular, often one religious group does not accept the other. Thus serious repercussions arise. Since Ayurveda is believed to be related with the Hindus it does not find acceptance among the other religious groups. So this a major hurdle for Ayurveda in the market.
Technological
Due to lack of initiatives from the government, the amount of money pumped in the research and development of the industry is lagging behind. The Industry on the whole has being subject to criticisms. It has failed to have a stand in the International markets for the sole reason of use of inefficient methods and practices and this is a consequence of lack of use of technology.
Legal
The legal compliances that have been laid down by the WHO, USFDA etc. these procedures and norms needs to be given importance and should be incorporated in the system. The basic structuring of the system should be in Toto with the guidelines.
Environmental
Since the entire industry is based on the environment, there is tremendous dependence on the environmental conditions. Over the last few years the tremendous instability in the environment has led to a decline in the standards of the raw materials i.e. the herbs. The quality of the herbs has been falling. Then there is a threat of the species getting extinct which has been a major concern for the industry.
SWOT Analysis
STRENGTHS
Ayurveda 4000 years of living tradition most complex system consisting of about 20,000 basic Rules (Sutras) described in Ayurvedic Classics: Charak Samhita, Sushrut Samhita, Vagbhat, Madhav Nidan.
Ayurveda is very much affordable.
India has vast agro climatic zone and biodiversity richness.
Huge corporate are foraying into the Ayurveda, providing ayurvedic medicines such as DABUR, BAIDYANATH, HIMALAYA, EMAMI, etc.
Using ayurvedic medicines doesn’t cause any kind of side effects.
Ayurvedic products have great demand in the international market; hence they have a ready market.
WEAKNESSES
There is ineffective procurement in the use of ayurvedic medicines.
Lack of packaging quality deteriorates the use of ayurvedic medicines, though the product has many benefits many are not willing to use them due to bad packaging process.
Lack of documentation in ayurveda is a major weakness, as the information is not properly passed from generations to generations.
There are no set guidelines for quality assurance in ayurveda, even though some exist strict adherence to this is missing.
There are a lot of chances of duplication in ayurveda.
The laws and regulations applicable in ayurveda are weak and don’t have much of relevance.
Poor cultivation practices.
Most of the ayurvedic practices cannot be tested under scientific conditions.
Weak infrastructure and fluctuating climate
Lack of awareness amongst the growers.
No proper support from government to this industry.
Lack of Marketing infrastructure which leads to distress selling and hence low revenue generation amongst the few ones who dare to venture into something that is not routine.
Lack of patenting of the ayurvedic medicines.
OPPORTUNITIES
A major opportunity for the ayurvedic industry is that they can apply scientific and new techniques in making ayurvedic medicines as the Chinese have taken the help of these techniques in improving their ancient medicines.
Ayurvedic medicine producers should ensure that they provide good quality of medicines.
Make ayurveda a major drug industry.
Teach people ayurveda and the benefits of using ayurvedic medicine.
The documentation process will enhance the use of ayurveda medicines. This can be by taking the help of KPO’s.
Revival and renewal of global interest in traditional medicine.
World demand for ayurvedic product is increasing at an alarming rate.
Greater demand for export of ayurvedic medicinal crops.
There should be a regulated market for the marketing of ayurvedic medicines, this will in turn enhance the sales of ayurvedic medicine.
The government should facilitate and provide hassle free licensing.
Academies and training centers should come up, so that they can educate people about the amazing facts of using ayurveda.
Waste lands available should be put to use for the cultivation of ayurvedic plants.
We have an old cultural heritage of Ayurvedic medicine and hence identifying the correct crop for a particular agro-climatic zone is not a problem at all.
Increase awareness and generate employment among the rural folk.
THREATS
Marketing and fluctuation of prices in International market and patent.
Infrastructure in the Indian system of medicine is below optimum level.
About 70% of plant collection is from wild source.
Unexpected climatic fluctuation.
China.
Lack of education amongst the farmers makes them very vulnerable especially in the hands of unscrupulous people.
Indiscriminate shifting from cereals to cash crop can affect the food balance.
Lack of proper manpower.
The market demand when compared to other products of homeopathy and allopathic is very low.
Very few distributors available.
TCM will be a major threat for ayurveda.
Conclusion
The prevalence of a variety of climatic conditions puts India in a supreme position with respect to richness of medicinal flora. As such, India should occupy a significant position in the world trade of botanical drugs. India should focus on agro technology, process technology, standardization, quality control, research and development of herbal drugs. Now, the time has come to compile and document available knowledge on our valuable plant resources and to prove their utility scientifically through detailed phytochemical, biological and pharmacological investigations at selected centers in different regions of the country. India should adopt organized cultivation of medicinal plants that have export potential and import substitutions. Efforts should be made to cultivate potential medicinal plants as field crops. Their conservation should be done in appropriate ecological conditions. In order to push India as a significant player in the global herbal product market, herbal products should be standardized as per WHO guidelines.
No comments:
Post a Comment