India's millennials get a taste for ayurveda

Traditional wellness system redefined in home market as consumer health concerns mount

GettyImages-1134010371.jpg

An array of ayurvedic herbs and spices. With health consciousness on the rise in India, the Hindu wellness system is finding greater resonance at home among modern consumers, especially millennials. © Getty Images

NEETA LAL, Contributing writer

NEW DELHI -- Himalayan herb-infused energy drinks, ayurvedic shakes and powders, herbal juices and gummies, immunity boosters and more such products are jostling for buyers' attention in Indian shops as COVID-19 ravages the country.

Capitalizing on surging demand for chemical-free products and health-boosting ingredients, Indian restaurants are also launching ayurvedic menus, fashion designers are crafting ayurvastra (herb-treated) apparel, and wellness companies are tapping into a groundswell of beauty-enhancing plants and herbage.

Sponsored Content

About Sponsored ContentThis content was commissioned by Nikkei's Global Business Bureau.