28/07/2025
"The rising interest in Ayurveda reflects a strong market shift toward natural, preventive wellness solutions. With growing demand for herbal products targeting immunity, stress, digestion, and overall health, the category holds significant growth potential, especially in export markets, where opportunities remain largely untapped."
Our CEO Ashan Ransilige shares insights on the future of Ayurveda, its global potential, and Sri Lanka’s unique role in the LMD Business Forum.
🌿 Read more on how Link Natural is leading the way.
Q: How would you describe the current state of the Ayurveda sector?
A: In the post-pandemic era, there has been a notable resurgence of interest in Ayurvedic home remedies.
The limitations experienced with Western medicine during COVID-19 opened the door for people to rediscover traditional healing practices both locally and globally, sparking the emergence of new Ayurvedic businesses alongside traditional equivalents.
However, the industry is also experiencing growing pains.
A key challenge is regulation. Growth has outpaced oversight, leading to increasing fragmentation and inconsistencies in practice between long-established pioneers and newer entrants.
Nevertheless, both local and international demand continues to rise. Social media has played a major role in elevating Ayurveda’s visibility and reach, building awareness across new demographics.
Today, the market is expanding in terms of consumer demand as well as the growing number of companies entering the field.
Q: What are the most in demand Ayurvedic product categories locally and internationally?
A: Lifestyle driven remedies currently dominate the market.
As people face increasing stress, demanding work environments and various health challenges, many are turning to Ayurveda for preventive care and holistic relief. Products targeting immunity, stress relief, digestive health and daily wellness are in particularly high demand.
There is also a notable shift towards herbal and natural alternatives, as consumers move away from synthetic solutions. Convenience plays a critical role. In export markets, the opportunities are extensive – it is essentially a blue ocean.
However, regulatory hurdles pose crucial challenges.
Many Ayurvedic ingredients are not registered in fo¬reign markets, making entry difficult. However, the appetite for these products is growing; and if we can overcome compliance barriers, the export potential is immense.
Q: Are you concerned about the influx of ‘me-too’ products that replicate successful Ayurvedic brands?
A: Absolutely – Ayurveda is fundamentally rooted in personalised healing – each remedy is tailored to the individual. When poorly made generic products flood the market without proper standardisation or testing, they dilute consumer trust in traditional medicine as a whole.
Moreover, if we don’t actively replenish what we harvest from nature, essential medicinal ingredients could become scarce, posing a risk to the sustainability of the Ayurvedic sourcing ecosystem.
Q: How strong is Sri Lanka’s global Ayurveda brand?
A: Sri Lankan Ayurveda holds immense potential internationally.
The efficacy and safety of our products are widely recognised with global icons such as Naomi Campbell and Amitabh Bachchan endorsing them – this underscores our brand strengths. However, our true strength lies in adherence to traditional formulations combined with modern quality standards.
There’s growing demand in premium markets for authentic and standardised Ayurvedic products – and Sri Lanka is well-positioned to meet this demand, provided we continue to maintain high benchmarks.
Q: Do we have adequate quality assurance and regulatory frameworks in place?
A: By and large, yes. Sri Lanka has a robust framework for exports while local audits are frequent and product formulas are tested at every stage.
That said, Ayurveda requires greater scrutiny as any inconsistency can directly affect efficacy and safety.
The uniqueness of Ayurveda lies in its formulations: even if two products contain the same herbs, the method of preparation impacts effectiveness. Therefore, every batch is tested and adjusted if needed, prior to being released to the market.
Q: What are the main challenges facing the sector today?
A: Ayurveda is resource intensive. Our R&D investments are high and we also compete with cheaper, synthetic products that can be mass produced at lower prices.
In contrast, Ayurvedic production requires community engagement, natural cultivation and high rejection rates to ensure quality. Maintaining high standards comes at a premium; and in a price sensitive market, this presents a challenge.
Meanwhile, low-quality products from smaller operators at times mislead consumers with exaggerated claims. When such products fail, people don’t just abandon the brand; they abandon Ayurveda altogether.
The sector receives some government support such as tax exemptions on certain raw materials but more needs to be done. The preservation of indigenous knowledge is also crucial. With many second and third generation practitioners leaving the field, we risk losing valuable insights.
Therefore, we regularly document traditional knowledge and maintain archives to preserve this wisdom.
Q: What niches can Sri Lanka tap into in the Ayurveda space?
A: There’s a clear gap between traditional Ayurveda and modern-day consumer needs. Those who successfully bridge this gap are thriving.
Luxury Ayurveda is one such niche. By investing in R&D, design and sensory experience, some brands have transformed traditional remedies into lifestyle friendly products – such as creams, balms and beverages – with the same efficacy but with modern appeal.
Commercial viability demands that we stay competitive, and yet preserve authenticity and environmental sustainability of Ayurvedic practices. Cutting corners for profits can damage both ecosystems and credibility.
Luxury Ayurveda can succeed if approached with integrity, research and respect for tradition. It’s not just about marketing; it’s about adapting an over 3,000 year old philosophy for a fast-moving world without losing its soul.
Ashan Ransilige is the Chief Executive Officer of Link Natural Products
