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| MANN KI BAAT - SPL. ISSUE - SECTION 1: POLICY & PUBLIC HEALTH |
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| Year : 2023 | Volume
: 7
| Issue : 5 | Page : 6-9 |
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Mann Ki Baat and the Ayush Sector: A Transformative Impact
Vaidya Rajesh Kotecha
Secretary, Ministry of Ayush, Ayush Bhawan, B Block, GPO Complex, INA, New Delhi – 110023, India
| Date of Submission | 13-Apr-2023 |
| Date of Acceptance | 17-Apr-2023 |
| Date of Web Publication | 28-Apr-2023 |
Correspondence Address:
Vaidya Rajesh Kotecha
Secretary, Ministry of Ayush, Ayush Bhawan, B Block, GPO Complex, INA, New Delhi – 110023
India
 Source of Support: None, Conflict of Interest: None
DOI: 10.4103/jras.jras_94_23
How to cite this article:
Kotecha VR. Mann Ki Baat and the Ayush Sector: A Transformative Impact. J Res Ayurvedic Sci 2023;7, Suppl S1:6-9 |
Since its inception in 2014, Mann Ki Baat, the monthly radio address by Hon’ble Prime Minister Narendra Modi, has emerged as an influential platform for public engagement, policy advocacy, and social change in India. With its 100th edition scheduled for April 2023, it has touched the lives of millions across the country. Throughout his talks, the Hon’ble Prime Minister has consistently emphasized the promotion and development of the Ayush sector in India. In fact, Ayush has been mentioned in about 37 of the Mann Ki Baat episodes. The Prime Minister has urged citizens to adopt a healthy lifestyle, practice yoga, and adopt evidence based Ayurveda and imbibe Ayurveda way of life into their lifestyle. As a result of the Prime Minister’s efforts to promote the Ayush sector, there has been an increase in awareness about the benefits of traditional Indian systems of medicine.
PM Modi has been a vocal advocate of yoga as a holistic and preventive health practice that can benefit people of all ages and groups. In several Mann Ki Baat episodes, he has highlighted the importance of yoga in promoting physical and mental well-being, and has urged citizens to adopt yoga as a daily routine.
“Yoga is a great way to maintain physical and mental well-being. It can help us cope with stress, anxiety, and depression. It is important that we make yoga a part of our daily routine.” - Prime Minister Modi, “Mann ki Baat” episode on 26 June 2016[1]
Apart from advocacies for Yoga, Prime Minister Modi has also launched several initiatives to promote Yoga in India and abroad.[2] His efforts have contributed to the global recognition and popularity of yoga, as evidenced by the UN declaration of June 21 as the International Day of Yoga (IDY). Since then, IDY celebrations have been held across the world, with millions of people participating in yoga events. The IDY has witnessed a massive public participation of 22.13 Cr in 2022 from all over the world.[3] [Figure 1] Moreover, PM Modi’s emphasis on yoga has boosted the demand and supply of yoga-related services, products, and training programs in India, creating opportunities for entrepreneurship and employment.
PM Modi’s Mann Ki Baat addresses have provided a platform for sharing information, best practices, and experiences related to using Ayush remedies for COVID prevention and management. He has urged citizens to practice Yoga, meditation, and other relaxation techniques to reduce stress and anxiety and to stay positive during these challenging times. He has also highlighted the role of Ayush practitioners and experts in the COVID response, and has encouraged research and innovation in Ayush-based solutions for COVID.[4] His attention for building evidence based research during COVID has motivated for more than 150 clinical, pre-clinical and epidemiological studies on COVID-19 Research have been undertaken by the Research Councils and National Institutes under the Ministry. It includes 46 prophylactics, 49 Interventional studies, 17 observational, 10 survey and 24 pre-clinical/experimental studies, two monographs and two systematic reviews.[5] This has helped to enhance the credibility and relevance of the Ayush sector in the context of public health emergencies, and has also stimulated public awareness and demand for Ayush products and services.
In his Mann ki Baat program on 28th June 2020, Prime Minister Modi highlighted the benefits of several Ayurvedic herbs, such as Giloy, Ashwagandha, and Tulsi. He encouraged people to include these herbs in their daily diet to boost their immunity and fight against diseases.[6] These herbs are known for their immune boosting properties and have gained attraction worldwide. There was an upsurge in its use and its sales have grown by 400% during the COVID-19 period.
According to a study conducted by the Ministry of Ayush, through an Ayush Sanjivani app which documented more than 1.34 crores responses from across India, it was observed that during COVID 19, there was a huge acceptance toward Ayush systems and evident by the study outcome that 85.1% of the respondents reported use of Ayush measures and 89.8% respondents agreed to have benefitted from the practice of Ayush advisory, this shows a positive impact on the acceptance of Ayush among the general public during COVID 19.[7] This increased acceptance of Ayush and Ayurveda can be attributed, in part, to the efforts of the Indian government, including the promotion of Ayush in Prime Minister’s Mann ki Baat program.
PM Modi’s in Mann Ki Baat emphasized the need for quality control, standardization, and research in the Ayush pharmaceutical sector, and has launched the Ayush Industry Cluster program to promote the development of Ayush-based industrial clusters across the country. Moreover, he has urged entrepreneurs and investors to explore the potential of Ayush-related services, such as wellness tourism and online consultations during the Global Ayush Innovation and Investment Summit. The Summit was a distinctive effort by Government of India to attract the world’s attention to India’s ancient wisdom and traditional knowledge, and capitalize on it to pave the way for a sustainable future. It has concluded on a high note, with Ayush sector witnessing Letter of Intents (LoIs) over Rs. 9,000 crores in just three days which shows a positive traction of industry towards the Ayush sector. During the summit, more than 70 Memorandum of Understanding (MoUs) were signed between Countries, prestigious research institutes, the farmer groups and industry.
The sector has witnessed an exponential rise in market size of 6 times in 7 years from 2.85 Bn US in 2014 $ to 18.1 US$ in 2020.[8] The total Ayush & herbal medicines export of India has increased from US$ 1.09 billion in 2014 to US$ 1.54 billion in 2020, registering a robust growth rate of 5.9 per cent annually, as per the recent RIS-FITM report.[8]
PM Modi has urged startups in the Ayush sector to leverage modern technology and scientific methods to develop new products and services that can enhance the effectiveness and safety of traditional systems of medicine. According to a report by the Ministry of Ayush, as of October 2020, there were over 11,000 Ayush start-ups in India, with a total investment of over USD 2.5 billion. These start-ups are primarily focused on developing and marketing Ayurvedic medicines and other traditional healthcare products.[9]
Several large companies in India have started incorporating Ayurveda in their product portfolios. For example, in 2018, the fast-moving consumer goods (FMCG) giant Patanjali, which specializes in Ayurvedic products, reported revenue of INR 100 billion. Similarly, the multinational conglomerate Godrej has also entered the Ayurvedic market with the launch of a range of personal care products under its brand “Cinthol”[10].
PM Modi’s Mann Ki Baat addresses have played a catalyst role in promoting the global recognition and export of Ayush products and services, and in advocating for the inclusion of Ayush in the global health agenda. For example, he has highlighted the WHO’s support for Ayurveda and Yoga, and has urged the Indian missions abroad to promote Ayush in their host countries. His efforts have led to the signing of several MoUs and collaborations between India and other countries for the promotion and research of Ayush. There are 25 ‘country to country’ MoUs, 43 Institute level MoUs, 15 Ayush Academic Chairs in foreign Institutes/Universities as of now[11] [Figure 2]. | Figure 2: MoU signed with Foreign Partner Nations (25 Country to Country Level MoUs shown in blue colour, 43 Institute level MoUs shown in orange colour and 15 Ayush Academic Chairs in foreign Institutes/Universities shown in green colour)
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Various Ayush courses are also being offered by the Ministry through the Indian Council for Cultural Relations (ICCR), Yoga Certification Board (YCB) for promotion and dissemination of these systems globally. MoA has setup a dedicated Ayush Export Promotion Council (Ayushexcil) to promote the export of Ayush Products/ Medicines as well as Ayush services globally and for harmonization and standardization of regulatory practices. MoA and the World Health Origination has established World’s first and the only Global Centre for Traditional Medicine (WHO-GCTM) in India due to the relentless efforts and pursuance of our Hon’ble PM.[12] The centre aims to channel the potential of traditional medicine, by integrating it with technological advancements and evidence-based research
In his Mann ki Baat program on 29th March 2020, Prime Minister Modi announced the launch of the Ayush Wellness Clinics.[13] Hon’ble PM on March 12, 2021 in Mann Ki Baat said that National AYUSH Mission (NAM) has been started to promote Ayush medical systems through cost effective Ayush services. The main focus of these Ayush centres would be empowering the community for ‘self-care’ by imbibing Ayush-based healthy food and lifestyle, social behaviour and use of medicinal plants for primary healthcare. Till date 7026 Ayush Health & Wellness Centres are operationalized, 108 integrated Ayush Hospitals are in process, 109 hospitals are upgraded to Ayush Educational Institutions, 314 Ayush hospitals established, 5062 Ayush Dispensaries are upgraded and 822 Ayush hospitals, 12831 Ayush dispensaries and 654 Ayush Gram are supported. The number of patients treated with Ayush system of medicine through government hospitals and dispensaries benefiting under Direct Benefit transfer has risen from 2.5 Crores (FY 2017-18) to 5.4 crores (FY 2021-22).[14] [Figure 3] The No. of beneficiaries of Ayush services being provided under Ayush HWCs has witnessed an exponential rise from 1.5 Cr in 2021 to 8.4 Cr in 2022. And within two months it has covered 2.1 Cr beneficiaries in 2023 (as of Feb 2023).[14]
PM Modi’s Mann Ki Baat addresses have also promoted the cultivation, consumption, and research of millets, a nutritious and climate-resilient crop that has been neglected in India for decades. He has emphasized millets as a healthy food option in his Mann Ki Baat addresses. Millets are nutrient-rich and have several health benefits, including being gluten-free, low in glycemic index, and high in fiber and protein. To further promote and propagate Millet, All India Institute of Ayurveda has started a unique kitchen in their hospital for serving Millet based foods to the patients and the employees. This model was also appreciated by Director AIIMS, New Delhi and recently they have also adopted Millet based food in their hospital.
Overall, Mann Ki Baat has had a significant impact on the Ayush sector in India. The program has helped to promote the benefits of Ayush health care systems and has led to increased demand and growth of the sector and raised awareness and interest among the general public.
Financial support and sponsorship
Nil.
Conflicts of interest
There are no conflicts of interest.
| References | |  |
| 1. | Mann ki Baat Episode 87. Available from https://pmonradio.nic.in/archives.html [Last accessed on 18 Apr 2023]  |
| 2. | Ministry of AYUSH. (2020). International Day of Yoga 2020. Government of India. https://www.ayush.gov.in/event/international-day-of-yoga-2020 [Last accessed on 19 Apr 2023] |
| 3. | IDY-2022 Booklet Data, Ministry of Ayush, Govt of India. Available from https://yoga.ayush.gov.in/idy-2021. [Last accessed on 18 Apr 2023] |
| 4. | Kotecha R. The journey with COVID-19: Initiatives by Ministry of AYUSH. Journal of Ayurveda and Integrative Medicine. 2021 (Jan)12(1):1. |
| 5. | Dossier on Research and Development Initiatives of Ministry of Ayush for COVID-19. Available from http://www.ccras.nic.in/sites/default/files/Notices/04012022_Final%20Dossier.pdf. [Last accessed on 14 Apr 2023] |
| 6. | Use Ayurvedic herbs to boost immunity’: PM Modi in Mann ki Baat. Available from https://indianexpress.com/article/india/pm-modi-mann-ki-baat-ayurvedic-herbs-immunity-6479523/ [Last accessed on 14 Apr 2023] |
| 7. | Srikanth N, Rana R, Singhal R, Jameela S, Singh R, Khanduri S, Tripathi A, Goel S, Chhatre L, Chandra A, Rao BCS, Dhiman KS Mobile App-Reported Use of Traditional Medicine for Maintenance of Health in India During the COVID-19 Pandemic: Cross-sectional Questionnaire Study. JMIRx Med. 2021 May 7;2(2):e25703. doi: 10.2196/25703. PMID: 34032815; PMCID: PMC8110045. |
| 8. | RIS-FITM study Report Ayush sector in India- Prospects and Challenges, 2020. Available from https://www.ris.org.in/en/node/3307. [Last accessed on 14 Apr 2023] |
| 9. | Ministry of AYUSH. (2020). Startup India Showcase on AYUSH. Government of India. https://www.ayush.gov.in/event/startup-india-showcase-on-ayush [Last accessed on 18 Apr 2023] |
| 10. | The Hindu Business Line (2018). Ayurveda in FMCG space: Is it a bubble waiting to burst? https://www.thehindubusinessline.com/companies/ayurveda-in-fmcg-space-is-it-a-bubble-waiting-to-burst/article23236104.ece [Last accessed on 18 Apr 2023] |
| 11. | IC Section data on MoUs, Ministry of Ayush. Available from https://main.ayush.gov.in/?s=IC+section. [Last accessed on 14 Apr 2023] |
| 12. | WHO-GCTM. Available from https://www.who.int/initiatives/who-global-centre-for-traditional-medicine & https://www.who.int/news/item/25-03-2022-who-establishes-the-global-centre-for-traditional-medicine-in-india. [Last accessed on 15 Apr 2023] |
| 13. | The Hindu Business Line. (2020). PM Modi launches Ayush Wellness Clinics. https://www.thehindubusinessline.com/news/pm-modi-launches-ayush-wellness-clinics/article31117325.ece [Last accessed on 16 Apr 2023] |
| 14. | NAM PMU Data on Ayush beneficiaries under NAM and AHWCs. Available from https://cdn.ayush.gov.in/wp-content/uploads/2021/03/National-AYUSH-Mission-.pdf. [Last accessed on 19 Apr 2023] |
[Figure 1], [Figure 2], [Figure 3]
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