The onset of the COVID-19 pandemic has brought in so many changes in the lives of the people almost setting a new normal of living. Of many changes brought in due to the pandemic, the rise in the demand for Ayurveda products is one of them, which is prevalent everywhere. The rising demand for Ayurveda products seems to help the Indian Ayurveda market achieve its growth target before the expected forecast period (2019-2024).

During pre-COVID, the ayurvedic market typically witnessed 15-20% growth annually. In the last quarter, many companies, large and small, have witnessed anywhere between 50-90% growth. The adoption of Ayurveda as holistic, natural healthcare will have a positive impact on the market. Since last March, the demand for honey has gone up by 45%, Chyawanprash by 85% and turmeric by 40% in ayurvedic stores. The interest in these products has mostly been fuelled by the recommendations from the Ministry of AYUSH to fight the coronavirus.

Rising demand of different Ayurveda products 

“Of course, we see the rising demand of different Ayurveda products ranging from Ayurvedic Rasayanas to various immunity-boosting products of Ayurveda. Our honourable PM also stated that despite our nation being very populous, the COVID-19 situation is under control because every household is consuming immunity boosters like turmeric milk, the ashwagandha herb, kaadha etc. And in the last few quarters, we have also seen a remarkable rise in the sales of various Ayurvedic products like Maharishi Amrit Kalash and Ayur Defence. The sale of Maharishi Amrit Kalash has increased by over 26% from the year 2020,” says Mr Anand Shrivastava, Chairman – Maharishi Ayurveda.

Market Research Company, Nielsen’s report in the month of July reveals that Chyawanprash sales have increased by 283% in June, while the sales of branded honey increased by 39%. Chyawanprash and herbal teas which are supposed to improve immunity had increased 17-18% month on-month. In North India, the sales of these products have been very high during the month of January and February. The sales of ‘Guduchi’ have also gone up three times. The northern states such as Delhi, Madhya Pradesh, Punjab, Haryana, Uttar Pradesh and Gujarat are driving the demand.

The spread of the COVID-19 pandemic has led to a sharper growth in consumer interest, awareness and demand for Ayurvedic therapies and medicines. People are now more inclined to prophylactic health remedies, especially immunity-boosting products. Elaborating on the increased demand of the Ayurveda products during and post COVID, Dr Saurabh Sharma, Hospital Superintendent – Maharishi Ayurveda Hospital said, “Indeed, the unprecedented COVID-19 pandemic has opened the eyes of the world about the importance of good health and strong and resilient immune systems. While effective and curative medicines are indispensable in fighting such aggressive viruses, our best defence lies within our bodies, which is now proven with strong evidence. Perhaps, this is the reason why from big fast-moving consumer goods firms to young start-ups, everyone is lining up for Ayurveda-based nutrition and wellness products, riding on a spike in demand for traditional brews and blends in a world suffering its worst health crisis. We also see that after the outbreak of COVID-19, the demand for various Ayurvedic products has increased dramatically.”

The Ayurveda market in India expected to reach INR 710.87 billion

The Ayurveda market in India was valued at INR 300 billion in 2018, and is expected to reach INR 710.87 billion by 2024, expanding at a compound annual growth rate (CAGR) of 16.06%. The rising sales registered by Indian Medicines Pharmaceuticals Corporation Limited (IMPCL), a government enterprise and manufacturer of Ayurveda and Unani medicines reveals that the consumption of ayurvedic medicines and products has increased during the COVID-19 pandemic significantly. The IMPCL registered sales of ₹69.60 crore up to August 2020 as compared to last year’s ₹26.73 crore.

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New Delhi, January 5, 2020: Maharishi Ayurveda has roped in fitness icon Milind Soman as brand ambassador for its natural product Maharishi Amrit Kalash.

The ‘Ironman’ of India and ‘Unstoppable’ – Milind Soman, who has recently turned 55, looks as agile as a 30-year-old youth. From being India’s first supermodel to a fine actor to a marathon runner, Milind Soman is the epitome of fitness. His fitness speaks volumes as he is a true believer of ‘Mind-Body Synergy’. While running is his forever love, yoga is something that he does for peace of mind. He also believes in natural sources of nourishment to maintain synergy between mind and body – that’s why he is fascinated with the virtues of Maharishi Amrit Kalash – this is an herbal masterpiece known to strengthen every vital organ.

“We are happy that the virtues of Maharishi Amrit Kalash fascinate him, and hope that he will inspire millions of people to stay fit by following the principle of natural living in tandem with the use of the super Rasayana. His association with Maharishi Ayurveda will help people realize the significance of Ayurvedic herbs, Rasayanas and the natural living in staying fit,”says Mr. Ram Srivastava, Director -Marketing, Maharishi Ayurveda.

Revealing the secrets of his charismatic fitness of mind and body even at the age of 55, Milind Soman says, “Despite living in harmony with nature, eating right and exercising right, if we are not feeling right and we miss a natural source of nourishment to maintain synergy between mind and body – Maharishi Amrit Kalash – the super Rasayana – strengthen every vital organ, helps maintain the synergy and can naturally help to harness and restore the power and inner balance of body and mind.

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Amid the rush of ailing, combating and finding the vaccines to get a sigh of relief from the scourge of rapidly increasing COVID-19 and its unplugged infectious drive, we have very much entered into the winters, which have its own blues. Like other seasons, winter also comes with its own set of health problems. And while COVID-19 prevails with its undeterred infectious rage, it turns very essential to be more cautious about other winter induced seasonal flu and keeping the level of immunity up and going.

Winter season-improve well-being.

We know that the winter season is associated with common infections such as the common cold, flu, and others, and with the COVID-19 pandemic around, it has become imperative to boost immunity and keep ourselves in the pink of health to reduce the risk of complications due to the viral infection. As the infectious wave of COVID-19 pandemic is going on with its own sniffing and coughing symptoms along with the mix of similar seasonal symptoms that surface in winters, our perception of not associating winter as being good for our health becomes strong, but Ayurveda contradicts this notion saying – the winter season is best to improve well-being. This can be achieved by using the Ayurvedic herbs and adhering to customised lifestyle.

Every season has its own disease stock, so in winter. But, this winter, we are supposed to face double burden – the seasonal flu and the ongoing viral infection of COVID-19. Besides all preventive measures and other treatment modalities, natural cure lasts – the longest. It is the safest treatment and does not bring side effects such as drowsiness or addictive behaviour. Adopting the Ayurvedic Cure ensures that you strengthen your defence systems naturally and prevent it from getting worse.

As per Ayurveda, natural herbs mitigate the illness by nourishing your body and strengthen your body to protect it from the virus. Ayurveda not only provides a stronger immunity of health but along with a physical immunity one also achieves a strengthened mental immunity as well as spiritual immunity. In the current scenario, Ayurvedic herbs would be very much effective in combating viral infection, strengthening immunity and seasonal flu.

Viral Infection, Immunity & Seasonal Flu

In this winter season, the spread of the cold, cough and flu can be listed as the most common ailments, while viral infections and seasonal flu are doing the rounds as COVID-19 is looming large upon us. Seasonal flu and viral infections come and go more often than you would like. However, your ability to handle a virus depends on your immune system. The strength of the immune system depends on how efficiently your body functions and utilizes its sustenance-energy from within one’s physiology.

However, given the ongoing fears of COVID-19 pandemic that is floating around, we need something natural and ayurvedic to ensure healthy living. The way to stay healthy and fit in the long run is to reduce the chances of recurrence. The best solution is to speed up healing time and reduce recurrence rates with natural herbal remedies. One of such herbal remedies is Maharishi Ayurveda’s AyurDefence AV, which is formulated with a combination of 19-herbs.

Maharishi Ayurveda’s AyurDefence AV helps to maintain sufficient reserve for immune system to enable us to face mental and physical stresses. This is also to protect us from external infectious invasions including allergies and viruses. It works synergistically to enhance vitality, inner strength and stability and balances the entire system to strengthen immunity. This possesses the much-needed functional attributes that enable the energised body to guard itself against viruses and other external health threats. It strengthens our defence mechanism and boosts immunity naturally. The effectiveness of this remedy lies in the balanced and proportional blend of some of the most potent herbs found in nature.

Every season and every change in the season brings about viral infections and seasonal flu. According to Ayurveda, a person’s strength reduces during the winter season also known as Shishir Ritu. In this season, the temperature shifts and it allows a different group of viruses to flourish. It is these viruses that make people sick. Allergies irritate your lungs, making you more vulnerable to cold, cough and flu. Summer brings hay fever while winter aggravates your runny nose and wet cough. Viral infections can hit you at any time of the year. In winters, Ayurvedic herbs are very useful to keep the viral infection and seasonal flu at bay.

Mr Anand Shrivastava
Chairman, Maharishi Ayurveda.

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The declared COVID-19 pandemic has brought in so many aberrations as well as certain compulsions for everyone to adhere to. The deadly pandemic has not just led to a global lockdown, but has also forced us to reboot our lives, our approach to health, our thoughts, the way we function and a red card cautioning us to respect and revere the laws of nature.

The role of Ayurveda Rasayana:

On a personal level, the pandemic has made mankind refocus on health, forcing many to create a new template for health & wellness. The focus is on holistic health where the driving force is the need to shore up one’s immune system. In a way, this was what India’s ancient traditional system of health — Ayurveda worked on – to prevent the onset of diseases by strengthening the immune system rather than waiting for diseases to step in. More so, to strengthen the immune system, the role of Ayurveda Rasayana (rejuvenation) herbs and in modern times Super  has been found instrumental.

Whether it is COVID-19 or no COVID-19, the virus has sent a direct message loud and clear – rework on your immune system; rethink the way you work, your food and sleep habits and, more importantly, to write these messages in our DNA for the future too. This is because – if one were to look at the run of the pandemic across the globe, populations that had weak immune system suffered the most.

Pathogens can evolve naturally or artificially and become resistant to various medicines, in fact there is no medicine for viral infection any way. The novel coronavirus is such an evolved pathogen of coronavirus group, which has brought catastrophe to mankind. To prevent such cataclysm in future and to survive in post COVID-19 times, we need to rely on the old dictum — ‘prevention is better than cure’ and build enough strong immunity — the new normal, as it is immunity alone, which has the ability to eliminate the virus. In this regard, Ayurveda also provides ways for evolving physiological responses to build immunity. Recently, we have seen how people with impaired immunity are found to be more susceptible to COVID-19 and thus immunity turns out as an important preventing as well as curing factor.

Ayurveda Rasayana (rejuvenating anti-oxidant and immunomodulatory) herbs, Yoga Asanas, Pranayama (special breathing exercise), Transcendental Meditation to be added in daily regimens and personal hygiene guidelines can be helpful strategies in controlling the spread of COVID-19. The role of immuno-modulator herbs (Rasayanas) — the significant gift of Ayurveda to increase the immunity especially in the current pandemic situation has been found instrumental. Rasayana herbs can be a strong effective tool in avoiding as well as fighting the ongoing and the post-COVID-19 pandemic.

Now with emphasis on immunity-boosting, one thing brings us to the question – how to fine-tune our immune system. Neither is there a quick-fix solution nor magic pills. Routine precautions and healthy lifestyle mantras are the basic templates, but, besides all these, the role of Ayurvedic Rasayanas has been also found to be pivotal in adding ‘muscles’ to one’s immunity levels. Let’s see how the Rasayanas unfold its lion’s share in boosting immunity.

Rasayana and Immunity: An Intrinsic Look

Ayurveda enunciates the characteristics features of Rasayanas, which have a vital impact on the immune system. These are key to prevent any illness. It is obvious that if the defence mechanism of an individual is enhanced with any effective Ayurvedic Rasayana, then he or she will be able to firstly prevent the infection and if somehow infected, cope with the infection faster and with much fewer damages. The role of Rasayanas in strengthening the immune system is immense at all levels —preventing COVID, during COVID and post COVID.

Of several Rasayanas galore, Maharishi Amrit Kalash with its niche characteristics features stands out superb. It is enriched with the goodness and synergistic combination of 53 time-tested natural herbs. It is proven through about 100 scientific studies conducted internationally to nurture mind, body and spirit for enduring youthfulness, boosting immunity and re-enlivening the innate intelligence of all the organs collectively as compared to other Rasayanas which work only on targeted organs. Besides its cascading effect on health and longevity, its role in immunity-boosting is squarely steely and categorically immense.

To boost immunity, it is vital to strengthen holistic health with a well-researched Rasayana. A well-researched Rasayana can also work in a multi-directional manner to help the bodily processes regain stability and maintain it for the long-term. It also helps maintain and guard mental bliss and physical balance with utmost care and sincerity to avoid mental stress, physical imbalances and to maintain immunity. Its role is ever-green in restoring holistic health whether it is COVID or post-COVID.

Ayurveda offers simple natural ways (daily regimens), herbal combinations, herbo-mineral formulations and Yogic practices for prevention of COVID-19. The curative role of Ayurveda needs to be realised and appreciated. Based on the comprehensive knowledge and precision in Ayurveda principles, it can be claimed that Ayurveda should have a cure for COVID-19 and there is a great need to find and establish it. Moreover, the development of vaccine may be the answer for COVID-19 virus, but what about the possibility of new viruses with entirely different properties? Ayurveda can prepare the humanity to handle any future recurrence of such pandemic without loss of millions of lives.

Mr Anand Shrivastava

Chairman, Maharishi Ayurveda.

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 One of the pioneering Science-based Ayurveda company — Maharishi Ayurveda has announced the expansion of its Ayurvedic Healthcare portfolio with the launch of its 100% Ayurvedic product AyurDefence-AV amidst the COVID-19 pandemic. This is completely a herbal product made up of the combination of 19 herbs, possessing functional attributes of turning out to be the armour against viral infection & seasonal flu. It has the property to enhance the body’s innate intelligence, which works synergistically for more vitality, inner strength, stability and balance to strengthen immunity.

Announcing the launch, Maharishi Ayurveda Chairman, Mr Anand Shrivastava, says, “Given the COVID-19 pandemic situation, we are passing through the age of infection wherein protecting ourselves from this is utmost important for survival. In such a situation, recognising the non-availability of medicines for curing viral infections, and realising the fact that firstly not all the population gets infected, whilst most of those who do get infected also recoup, excepting a few who  pass-away, we have launched this product, which is the need of the hour.

“The launch of this product is a step forward in the direction of launching products based on the age-old knowledge of Ayurveda in modern-day convenient formats. We always try to introduce safe, effective and affordable health care products for all by marrying the traditional knowledge of Ayurveda with modern-day science& technology. The synergistic effect of the herbs in AyurDefence-AV helps the body strengthen its immunity”, added Mr Anand Shrivastava.

AyurDefence-AV will be effective for covid-19 virus also? 

Upon asking specific question whether AyurDefence-AV will be effective for covid-19 virus also? Mr Shrivastava further added that “Covid-19 is also a virus and like other viruses present in the atmosphere there is no medicine to kill this virus as well. Our body’s immunity is the only remedy to give appropriate response to covid-19 in the same way as, it deals with any other virus. Since AyurDefence-AV strengthens body’s immunity and defence mechanism, it will be definitely helpful to our physiology in getting rid of the virus very soon. If AyurDefence-AV tables are taken immediately upon seeing the initial symptoms like sore throat, headache, stiffness, etc. it will support the physiology in preventing further spread of the virus and one can be free from infection faster, without much damage”.

Viral infections or flu indicated by symptoms like runny nose, sore or strep throat, body ache, stiffness, headache, shortness of breath result in drowsiness, weakness, sluggishness and much more depending upon the type of virus or other pathogens involved. The symptoms differ and sometimes depending upon the comorbid conditions may become serious or even fatal.

“We have been passing through the time of viral infection. Usually, we get infected through bacterial infections as well as the viral infection. However, for bacterial infections, some antibiotic medicines are available, but for other pathogens, specifically in viral infections, antibiotic medicines do not work and neither is any medicine available for treating such viruses. Nowadays, people who are worried about the side effects of the medicines, this product – AyurDefence-AV will work wonders for them”, said, Dr Saurabh Sharma, Medical Superintendent, Maharishi Ayurveda Hospital.

AyurDefence-AV is made up of 19 herbs, which help the body to combat the viral infection and flu-like symptoms e.g. fever, runny nose, difficulty in breathing, cough, headache, stiffness. The synergistic effect of the herbs in it also helps the body to strengthen its immunity. As AyurDefence-AV is a combination of well-known, highly effective herbs like — Tulsi, Kali Mirch (Piper Nigrum), Ginger, Long pepper, Cumin, Licorice, Bilva ,Giloy, Sonth, Pippali, Mulethi and Lahsun.

And these herbs have the characteristics to strengthen the body’s guard against any external health threats including bacterial and viral infection. This product made up of herbs also works as Bronchodilator, Immuno-modulator, Antimicrobial, Anti-allergic, Antipyretic, Analgesic, Anti-viral, Anti-inflammatory and Antitussive.

It promotes balance in Dosha, Agni and Dhatu, eliminates Ama (improperly-digested impurities) that can block microcirculatory channels. This way Ama is reduced and does not reach the other parts of the body, especially the respiratory system, hence prevents creation of weak sites. This also helps decrease microbial load, balance mucus production and in building immunity. It also promotes Ojas, which further promotes the balance, provides vigour to the body and strengthens immunity.

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The COVID-19 outbreak, its undeterred upsurge and the abrupt emergence of the unpredictable situation like the lockdown, has brought everyone at one-stop — and that is nowhere but in our homes. Now, our homes have rolled everything into one i.e., office, classroom, bedroom, restaurants, summits and conferences — in the form of Webinars. Staying at home in the lockdown raises grave concerns about the health wherein diet plays an important role. In the present situation, physical activities are comparatively less while the food intake has magnified, making diet dynamics imbalanced, which may bring in quite a lot of health complaints.

Ayurveda way of life leads to an ‘Ideal Health’: 

However, if we look at the opportunities the Mother Nature offers amid the lockdown to correct our faulty lifestyle are immense. We can eliminate the unnecessary loads from our body by disciplining ourselves, following the Ayurveda way of life. This is the right time for us to revisit our habits for better wellbeing by rescheduling our routine that leads to an ‘Ideal Health’. Following a healthy dietary regimen consisting of right choices of food and more suggestively what, how, when and where we eat, will improving immunity. On the contrary, wrong habits and food choices reduce our immunity, making us prone to virus infection and illness. ‘Right Diet’ is the ‘Right Mantra’ to stay to stay fit in all situation.

According to Ayurveda, diet plays a very important role in improving and maintaining health. It is also helpful in strengthening immunity. Highlighting the significance of diet Maharishi Charak – “if someone’s food is good he/she will not need any medicine”.  In addition he says  “if someone’s intake is not systematic and proper then they need not have medicines since no medication will effect them”. In the current lockdown scenario when we are staying in our houses, the selection of foods are very important from our Body-Type and digestion point of view as our physical activities have relatively come down.

Besides knowing what to eat, it is also important to know how much to eat, when to eat and how to eat. Ayurveda explains these in a very scientific and systematic manner with proper logic. The main objective behind this is that whatever one eats, it should get digested properly and assimilated into the system for the balanced production of body tissues, which is necessary for the maintenance of the peak performance of the body, and for staying healthy.

Follow immunity-boosting guidelines to fight against COVID-19:

Considering the significance of diet, immunity and health and their good interrelationship, which constitute an ‘Ideal Health’ as per Ayurveda, our honourable Prime Minister has urged the citizens to follow immunity-boosting guidelines issued by the Ministry of AYUSH to supplement the fight against COVID-19. What the Ministry of AYUSH recommends as preventive measures are part of a healthy dietary regimen. The strategies adopted by the Ministry find their origins in the science of Ayurveda, which proliferates the use of nature’s gifts for a fit and happy life.

A combination of various foods forms diet, and diet is contemplated as powerful medicine. As per Ayurveda, food is medicine when consumed properly. If we eat foods exclusively suited to individuals physiology (body-type) and adapt a Sattvic (life-supporting) procedure that improves digestion, human body will payback and aid to stay happier and healthier. Besides, a balanced diet, a proper Nidra (sleep) also plays an important role in helping us stay healthy. Contrarily, lack of sound sleep increases our risk of developing chronic health conditions, like diabetes, obesity and heart disease.

In the current lockdown scenario, we need to make out a balance of both the wholesome food and routine life, which consists of right meal timing, proper sleep, necessary exercise, yoga and meditation. The lockdown phase is an opportunity for us to discipline ourselves that will ensure a healthy living. And this can be done by following a healthy dietary regimen.Along with healthy foods, we need to include certain Rasayanas (the science of promoting longevity as well as the herbal remedies used to maintain optimal health) in our dietary regimen to ensure holistic health,which do helps in rejuvenation of energy in our body and mind.

Mr. Anand Shrivastava- Chairman

Maharishi Ayurveda-New Delhi  

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