Ayurvedic products, local wellness practices big hit during Covid times

The holistic wellness trend is here to stay.

By Apoorva Mittal, ET Bureau | Updated: Nov 27, 2020, 03.56 PM IST

Ayurvedic wellness centres and beauty brands branched into virtual consultations, online yoga classes, and live chat with experts to retain international customers and further expand their reach.

The low-touch nature of Indian wellness practices like yoga and meditation, along with a rising focus to boost immunity in the wake of the pandemic, saw the demand for Ayurvedic products and Indian wellness practices increase domestically and internationally, say executives at four leading companies that specialize in Indian wellness treatments and Ayurvedic products.

“There was a significant shift to alternative medicine systems such as Ayurveda, and Unani and consumers included herbal supplements in their lifestyle,” said Suman Varma, Chief Marketing Officer, Hamdard Laboratories. “According to researchers, the segment is expected to grow even after the pandemic subsides, as the holistic wellness trend is here to stay,” she added.

The global ayurvedic market was valued at $4.5 billion in 2017, and with this shift, it is projected to reach $14.9 billion by 2026 at a CAGR of 16.14%, according to Varma. However, Hamdard Laboratories, which exports a few of its products to neighbouring countries, saw the nationwide lockdown and the ensuing supply chain restrictions halt exports.

Further, the suspension of international flights forced Indian wellness centers to re-strategize in order to reach international customers in countries such as the US, Singapore, Russia, and China. Ayurvedic wellness centers and beauty brands branched into virtual consultations, online yoga classes, and live chat with doctors to retain international customers and further expand their reach.

Jindal Naturecure Institute in Bengaluru and luxury spa Ananda in Uttarakhand, both of which specialize in Indian treatments, saw customers dwindling after international flights were suspended in March.

Ananda Spa, whose customer base is typically 50% international at any given point, started offering online consultations and sessions on Ayurveda, yoga, and physiotherapy.

“Ayurveda has a lot of intervention for immunity; so that seems to be attracting people a lot because that is an area of concern now,” said Aashica Khanna, Vice President Operations, IHHR Hospitality.

An individual consultations session at Ananda costs Rs. 4,500 and holistic wellbeing online programs start from Rs. 14,000. It also offers yoga sessions two times a day, which sees an attendance of up to 100 practitioners from across the globe. According to Khanna, these sessions are in demand from customers in Singapore, the UK, the US, Dubai, Russia, Sri Lanka, and Germany.

Similarly, Jindal Naturecure Institute, which specialises in naturopathy, saw heightened interest for its webinars from international patients. The need to know preventative home and herbal remedies from patients who have diabetes, high blood pressure, and spondylitis, saw an uptick, according to Dr. Babina NM, Chief Medical Officer at Jindal Naturecure Institute.

“Many international and domestic patients were not able to go to regular allopathic hospitals,” said Dr. Babina. Experts at the institute interacted with patients remotely and recommended home and herbal remedies and also conducted online yoga and pranayama sessions, she added.

Beauty brand Kama Ayurveda said consumers across the globe have been receptive to its online beauty consultations for hair, skin, and body with in-house Ayurvedic experts. It also introduced a Spotify playlist, 'Calm with Kama' to revive demand.

Most of these brands are bouncing back in domestic markets. As for their international customers, they are adopting a wait and see approach due to the ongoing restrictions on international travel.

“The acceptance of herbal and natural formulations is one trend that will see an uptick even once the pandemic subsides,” said Varma of Hamdard.

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