India’s ancient Ayurvedic heritage is regaining prominence in the global wellness economy, positioning the nation as a major herbal exporter. In 2023–24, India exported Ayurvedic and herbal products worth about $651 million, marking a 3.6% rise from the previous year. This expansion aligns with global preferences for natural, sustainable, and preventive healthcare, as the herbal medicine market heads toward $437 billion by 2032. Growing consumer awareness, clean-label choices, and plant-based pet care drive demand. However, challenges like product standardization, regulation, and value addition persist. This article examines India’s evolving strategies to enhance global competitiveness.
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