In India there are 7000 plants which contribute to medicines/nutrients and 1200 plants are actively traded.

Updated: October 24, 2021 2:23 PM

India Nutrients Botanical Sources Biotechnology Ayurveda Ashwagandha CurcuminToday, Curcumin and Ashwagandha together raise more than $278 million globally.

By Amit Srivastava

India is poised to have a $10 trillion economy by 2030. There are also opportunities to empower and empower industries that have inherent strengths to contribute to the economy. One such industry is Nutrients, which alone could contribute $100 billion by 2030.

Currently, the global nutrient market is $400 billion. About 60% of this is in the USA, and India is currently 2%. India with a current contribution of $8 billion has the immediate potential to increase to $40 billion by 2024 if fundamental policy adjustments and support for the industry are introduced.

To set the context, let’s first understand that nutraceuticals is a niche industry where nutrition is designed with evidence-based health outcomes as a major focus. Nutrient ingredients come from plant sources, biotechnology, and animals. India has a head start with Ayurveda. In India there are 7000 plants that contribute medicine/nutritional and 1200 plants are actively traded. To understand what each plant can contribute to is to take a look at the Ashwagandha and Curcumin success story.

Both plant sources were used in traditional Indian medicine, but they did not have a convincing story of global credibility. Both plant sources took to global focus when their value was validated by modern science backed by clinical trials.

Today, Curcumin and Ashwagandha together raise more than $278 million globally. Imagine if we could perform the same exercise on 1,200 actively traded plants. Even if we target the top 20, we’re looking at about $8 billion. With a focus on only 20 ingredients being added annually to scientific validation, India can look to contribute about $30 billion worth of plants alone.

Let’s delve into what nutraceuticals are and what is required to make it a $100 billion industry in India by 2030.

Nutraceuticals features between food and medicine with a strong pharma orientation as this industry is driven by science, health outcomes, clinical trials, etc. The pillars of the nutrient industry are 1) medicinal plants standardized agriculture, 2) active nutritional ingredients (ANI) 3) formulations 4) ecosystem for startups, 5) academia.

The Power of Five awaits launch to take India into a $40 billion market by 2024.

India has a power of 52 agroclimatic zones. This brings us the opportunity to own the largest variety of medicinal plants that can be grown in India. This power often remains untapped. The rich pioneer of Ayurveda awaiting clinical validation according to modern science protocols. The power of the Indian pharmaceutical formulation and the practice of clinical validation in nutrients has yet to be harnessed. The knowledge related to formulating the well-developed food technology industry has not infiltrated into Nutrients.

Access to the US market

India has one of the best relations with the USA. However, support from the government to identify the innovators of Indian nutrition is missing.

The challenges resisting the power of nutrition in India are no dedicated industry body, no HSN tokens – the industry is under pressure to comply with unrelated HSN tokens, no dedicated regulatory authority, no educational infrastructure, no incentives, grants, investment programs and no support Internationalization of the Nutra Industry

Some of the key areas that can come as a solution to business empowerment are internationalization initiatives such as the UNPA-India initiative, Shefexil Empowerment and its Industry Enhancement Program, solving biodiversity confusions, HSN token policy, industry-specific PLI plans policy, and creation of industry specific investment tools, which They are incorporated under the national medical plans, identification of the top 10 products to focus on – for global leadership, organizational capacity building and human resources, rewriting/editing of the Indian Pharmacopoeia for Ayurveda, preparation of FSSAI nutrition policies and the way it is handled and academic collaboration in order to give space for innovations .

India has a rare winning proposal to be the world leader in nutrients outside the USA with revenues in the order of $100 billion by 2030, yet it is still trapped by its tangled counter-productive policies. Today, Nutrify is constantly working with the Indian Nutrient Industry, International Bodies and Government Offices to enable and empower the Nutrient Industry in India. Today’s Nutrify is one of the biggest ideas for a marketing technology platform for the worldwide nutrient industry.

(The author is Chief Catalyst, Nutrify Today, Bengaluru. Article is for informational purposes only. Please consult health experts and medical professionals before beginning any treatment or medication. Opinions expressed are subjective and do not reflect the official position or financial policy of Express Online.)

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