Traditional knowledge systems, though considered invaluable, present a complex subject matter. In the context of contemporary modern advancements, the disparity in recognition of these deep-rooted traditions and cultural expressions is a matter of serious concern. While deliberations are being held at various global forums, there has yet to be a consensus on binding legal interventions recognizing and respecting traditional knowledge and associated people’s rights. Nations continue to make efforts to bring in the required knowledge parity and equity. The Government of India’s efforts in traditional medicines, especially Ayush, can be seen as a positive example for others. Hon’ble Prime Minister of India appreciating the various aspects of Ayush health and envisions Ayush as an effective tool for global welfare. This unwavering focus of the Government towards promoting Ayush for global welfare can be found in the different “Mann ki Baat” episodes, an interactive platform of the Government with the citizens of India. The remarkable efforts of Ministry of Ayush (MoA) towards forging cooperation with national and international agencies and other stakeholders are the key drivers for boosting awareness, training, education, research and market expansion. The present article provides a brief account of the efforts in the country on this front.

The vision, foresight and guidance of the Hon’ble Prime Minister, proxied strongly by the mentions of the Ayush sector and the Ministry of Ayush in ‘Mann Ki Baat’ have coincided with the rapid growth & development of the Ayush sector in India, and its increased demand across the globe. The two are hypothesized to have coincided because of a potential direct correlation between the impact and credibility of the Hon’ble Prime Minister’s highlights of Ayush through ‘Mann Ki Baat’, which have translated into a metamorphosis of the sector as a multiplier effect of the number of people & institutions following the commentary of ‘Mann Ki Baat’, as well as the credibility & coverage of ‘Mann Ki Baat’. The growth seen in Ayush industry (manufacturing & services), research & development, public health initiatives & demand, global traction, investment interest, and regulatory frameworks strongly support this correlation, especially when seen considering the specific initiatives, events, and developments of the Ayush sector which have been highlighted in a particular timeline by the Hon’ble PM, show a parallel upsurge in that specific (or related) sub-sector of Ayush. The objective of the current study is to Analyze & establish the impact of Ayush related highlights & mentions of the Hon’ble Prime Minister on ‘Mann Ki Baat’, on the Ayush sector. In the current work the Objective analysis of ongoing initiatives, events of Ministry of Ayush, supported by Ayush Strategic Policy & Facilitation Bureau (Invest India). Knowledge derived from/data sourced from the following: 1. Ayush Strategic Policy & Facilitation Bureau (Invest India) knowledge sources & investigations 2. Ayush Strategic Policy & Facilitation Bureau (Invest India) industry interaction & feedback 3. Internal assessments & data from Ministry of Ayush 4. Startup India/Department for Promotion of Industry &Internal Trade databases 5. RIS Report on “Ayush Sector in India: Prospects & Challenges” 6. RIS Report on “Ayush Exports: Regulatory Opportunities & Challenges in Key Markets” 7. Invest India (Strategic Investment Research Unit) Report on “Think Holistic Health, Think India” 8. All India Institute of Ayurveda knowledge sourcesObservations and developments captured from the above have been juxtaposed thematically with domain-specific announcements by Hon’ble Prime Minister through ‘Mann Ki Baat’ and impacts have been studied in short-term (between 6 months to 1 year of announcement/attention given to a particular theme in Ayush) and sustainable long-term trends that have henceforth developed in the sector (as evidenced by Govt. data and ‘Mann Ki Baat’ announcements, from 2014 to 2023)Evidences from the listed methods &sources suggest a strong direct correlation between specific instances of Hon’ble Prime Minister’s coverage and/or mention of Ayush in ‘Mann Ki Baat’ (specific instances in Annexure 1) and a sustainable upsurge in the related domain Wof Ayush. Moreover, the overall synergistic impact of ‘Mann Ki Baat’ over the period from 2014-2023 provide multiple data points (close to 50) where mentions in ‘Mann Ki Baat’ have coincided with positive demand and/or developments in the sector in the near-term and shaping of long-term trends in the sector. Thus, it can be concluded that, Hon’ble Prime Minister, through his vision and highlighting of the Ayush sector on ‘Mann Ki Baat’ has caused & catalysed growth in Ayush sector, both domestically & globally.