This article was originally published by ET Brand Equity in India.

Ayurveda is one of the world’s oldest forms of holistic medicine, combining physical, psychological, and spiritual health. Its origins are in India and is believed to be more than 3000 years old. Ayurveda translates to “the science of life” in English and focuses on whole-body healing and states that a person’s dosha, a type of bodily humour determines their personality and health.

Ayurvedic medicine is based on the idea that the world is made up of five elements — Aakash (space), Jala (water), Prithvi (earth), Teja (fire), and Vayu (air). A combination of each element results in three humours, or doshas, known as Vata, Kapha, and Pitta. These doshas are believed to be responsible for a person’s physiological, mental, and emotional health. A person’s unique ratio of Vata, Kapha, and Pitta is said to define their Ayurvedic constitution, a blueprint to achieve optimal health.

With the advancement in allopathy medicines, the need to have instant relief and a general mindset which deemed Ayurveda as nebulous and esoteric-Ayurveda ironically lost its significance in India, the land of its origin.

However certain developments- some expected, others unforeseen have helped the revival of Ayurveda in India.

Here are five possible drivers to be optimistic about the regrowth of Ayurveda in India:

Increased importance to health and personal well-being to fulfil aspirations and ambitions

Today’s volatile environment and dynamic lifestyle are affecting people of all age groups. There is a growing demand for solutions, which are effective yet safe to help them deal with health & wellness needs arising from their lifestyle. They wish to lead an active life with no interruption in their lives and the infinite ambitions that they harbour. People who wish to lead an active life, are predisposed to natural & Ayurvedic solutions since they fear long-term safety of existing solutions in managing their lifestyle related issues.

Covid-19 accelerated the need for enhanced immunity

In the new world order, immunity now gains a lot of significance and brands in the health and wellness space are customising their products and communications towards immunity. Strong Immune health can be obtained by offering products that could combat the factors affecting immunity like stress, sleep deprivation, low immunity, and unhealthy gut. Products in these categories are very well catered to in the refurbished bucket of Ayurveda offering. Increasingly citizens across the age spectrum are asking for immunity booster Ayurvedic tonics, tablets.

The big boys stepped up, the new ones found their mojo

Major players operating in Ayurveda in India like Dabur India, The Himalaya Drug Company, Patanjali Ayurved, Amway India Enterprise Private Limited, Baidyanath Ayurved Bhawan, Zandu, Herbalife India, Kerala Ayurveda have increased their product portfolio. They are not only catering to the current needs but are also innovating to be prepared for the inevitable future requirements. New age companies like Cureveda, Kapiva, Jiva and Vedix are not to be left behind and have jumped onto the bandwagon and have helped fuel the market. They have started to offer customised solutions across the health and wellness spectrum. They are investing in new product launches, expanding distribution networks, and entering collaborations to increase their market share.

E-commerce and online buying behaviour overcame barriers

The biggest barriers to buying Ayurveda in the past were knowing where to buy them from and the credibility, reliability and authenticity of the products. In what can be deemed as another residual benefit of Covid 19, the rise in online buying has had a huge positive impact on the Ayurveda industry. Online shopping, already popular among digital natives, has grown further.

The Ayurveda companies have identified this mindset and have been very quick to increase their online presence and create robust E-commerce models. This has created a win-win situation for both the companies and consumers alike. And coupled with this the propensity to buy ‘The Family Ayurveda need’ in one go, results in discounts and bundling options which yet again makes it a mutual benefit for both. One can also consult a Vaidya online, which again was a barrier earlier in getting access to genuine and credible Ayurveda Vaidyas.

Ayurveda can be smart, contemporary and tasty, too

The challenge that needed to be overcome with the new believers and the new age users of Ayurveda was the format and the palatability. While they started believing the benefits of Ayurveda and the better side effect profile, the fuddy-duddy formats and the ‘nothing tasty about it’ realities still needed to be addressed. The Ayurveda companies yet again seized the opportunity, making innovation and imagination their calling card. Thus paving the way for Immunity boosting Golden Latte, Detox Juices, Chyawan Chews, Customised Hair Restoration Solutions, Herbal Infusions to name a few. Formats have become smarter in line with today’s contemporary mindset and tasty is a newfound word in the vocabulary of Ayurveda.

The winds of change have started blowing and gaining momentum. It seems like Vata, Kapha & Pitta for Ayurveda in India have all combined and future looks heady and rosy.

The consumer is happy, the Ayurveda companies happier and quietly but surely India is taking rapid strides to become healthier – The Ayurveda way.